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It’s searchable by job title and geography, costs $50 and
runs 30 days “no matter how long the print ad runs.” Pricing is
typically bundled with print, and sometimes with Monster.
“It’s truly digital-first. They take the ad, and then if the
advertiser is online and looking at the site after the rep takes
the call, they can refresh the screen and boom, their ad is right
there. If any changes are needed, they can make them while
the rep is on the phone. It’s kind of neat,” Williams said.
OaklandPress.com has now added a similar widget for pets
and plans to add others in other categories.
Best quote No. 2:
“A lot of groups are saying ‘digital first, digital first, digital
first.’ And that’s where we have to go. But
how about saying “customer first, customer
first, customer first?” --- Tony Marsella,
who’s leaving Ranger Data Technologies
to return to his first love, consulting and
We’re enamored with the name and
concept of one of the newest social media
classified sites around – Frassifieds.com.
They were showing it off at the SNA clas-
sified conference, but it’s so new that we’ll
have to wait a while to see how it turns
Frassifieds is the brainchild of Rob Hage
and the people at AutoConX, a software
provider for classified sites that grew out
of Farm Country Trader, a print / online
publication and site for, well, farm tools and
equipment (as you might have guessed).
Frassifieds launched a few weeks ago in
beta with just 15 members, all of them friends
or colleagues of the folks at AutoConx. Within
days, it had 1,000 users and 7,000 ads. The
site held a local open-house / swap-meet to
generate interest; it boasts that while advertising is free, “you must be invited by someone to join. Ask your
friends to invite you.”
Aside from the name, which is better than most new free-classified sites these days, the gimmick of
“friends and framily” (yeah, with an “r” in family) is clever. And the pedigree, too, is better than most, with
people who have a couple of going businesses in the classified field, the patience to make it work, and the
brains to know they don’t have to knock off Craigslist to succeed.
Peter M. Zollman is founding principal of Advanced Interactive Media Group
LLC, and the Publisher and Executive Editor of Classified Intelligence Report.
Reach him at firstname.lastname@example.org
By Peter M. ZollMan
TAMPA, Fla. --- Sometimes
the smallest conferences are
the best conferences.
Planners knew that the
twin Suburban Newspapers
of America’s classified and
daily deal conferences, held
in Tampa in late November,
would be more intimate gath-
erings and the roughly 120 people in attendance reaped
the rewards of close-knit interaction with peers and vendor
partners. Both the attendees and the exhibitors seemed pretty
pleased with the results. Most exhibitors we talked to said
they felt their time and money were well-spent; attendees
said they got enough ideas to make the trip worthwhile.
Notes and quotes:
Gina Wilcox of the New York Times
Regional Media Group talked about
the “critical role” of self-service ad
placement and consultative selling
in classifieds. “One size does not fit
all,” she said.
Fourteen of the NYT Regional
newspapers have seen a 40 percent
increase in revenue from ads placed
directly by clients --- not overall
revenue, but self-service. “Because
of that, we all need to focus on what
kind of self-service we’re putting out there for the customer.
We have to move away from the ‘if we build it, they will come’
“Usability of your self-service should be your No. 1 priority.
Focus on meeting your customer’s needs, not the newspaper’s
needs. Throw ‘legacy’ out the window. Self-service is not an
extension of your call center. Self-service is not hands-off
and should constantly be changing be changing to meet
advertisers’ needs and remain relevant.”
As for making free ads profitable, she said: “Yes, it can be
done.” How? Make free classifieds online-only, and charge a
nominal fee for including them in print. One NYT Regional
paper is charging $4.99; another $3.99. Length of the print
ad varies. The conversion rate is near 40 percent, Wilcox
told the AIM Group later. “Make sure you keep the price so
low it’s below the pain-point for users, otherwise it won’t
work,” she said.
Best quote No. 1:
“If online is an afterthought with your business, it’ll be an
afterthought with your advertisers.” --- Eddie Kolodziejczak,
class-ad manager for Metroland Durham Region near
Yes --- but. Will they continue to be your advertisers? Or
will they hear from the dozens of other media sales reps who
are working in your neighborhood and will they buy online
or other interactive media elsewhere?
Oakland Press, the Michigan newspaper operated by JRC,
has added a jobs widget in conjunction with Monster.com
that has generated $80,000 in revenue since it was launched
in July, Jim Williams of JRC said. He said Monster agreed to
allow the widget, named JobWall, which is independent of
Monster but is mostly sold in combination with Monster.
Notes & Quotes from the Classified
Leonor Robles, Classified Advertising Director, Al Dia News,
Philadelphia is shown with Tony Marsella at the recent
Classified Multi-Media Conference.
from the 2011 Classified
Multimedia Conference are
accessible on LMA’s website
Visit and learn about topics
Real Estate – Multimedia
Packages and Partnerships
Social Marketing – Be the
Creating a World Class
Borrell Research Report
Companies in the Next 12
Opportunities – Hyperlocal,
Strategic Partnerships and
Directories Come to Life
with QR Codes, Video and
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