Donnerstag, Juli 27, 2006

Newspaper: Digital Classified Advertising Survey

from WAN's 'Shaping the Future of the Newspaper' Project finds

- growth in recruitment and property advertising and collapsing categories of automotive, travel and private party advertising for newspapers.

- 6,8 percent of all classified (newspaper) advertising revenue came from online activities and two out of three dollars earned by newspapers online are revenues from classified advertising.

More findings from the Digital Trends Survey:

- the internet accounted for 7.6 percent of recruitment revenues at
newspapers that participated in the study, up from 2.7 percent in 2004 and
1.5 percent in 2003.

- white collar jobs tend to be the first recruitment category to migrate to
the internet and is the category were newspapers have lost the most of the
last few years: 21 percent of their market share has moved online.

- automotive advertising has been hard hit because auto dealers are finding
themselves "disintermediated" -- classified sites and direct sales channels
are cutting out the need for dealers from the sale of used cars.

More ...

Executive Summary

A bright / grim Outlook for Newsprint publisher from Jane Gleadall:
(Digital Director at Loot, Associated Newpapers' London-based classified magazine)

"Over the next 5 years, ad volume will significantly increase online and as much as 90 percent of all ads could be placed online directly."