Comments on: Can this model be saved? http://joemichaud.com/2008/04/23/can-this-model-be-saved/ Local Interactive Strategies Thu, 17 Jun 2010 21:13:50 +0000 hourly 1 http://wordpress.com/ By: Joe Michaud http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-70 Joe Michaud Wed, 04 Jun 2008 16:57:40 +0000 http://joemichaud.wordpress.com/?p=27#comment-70 Simon Owens' Bloggasm weighs in on the Reinventing Classifieds with some comments from Steve Outing: http://bloggasm.com/reversing-the-advertising-trend-will-newspaper-classifieds-ever-fully-recover Simon Owens’ Bloggasm weighs in on the Reinventing Classifieds with some comments from Steve Outing:

http://bloggasm.com/reversing-the-advertising-trend-will-newspaper-classifieds-ever-fully-recover

]]> By: Colin http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-43 Colin Thu, 08 May 2008 02:09:03 +0000 http://joemichaud.wordpress.com/?p=27#comment-43 I like that idea, Stan. One of the major issues I have with Craigslist is the sheer amount of junk posts. Keeping people honest is great, and with a paper you have the advantage that a large part of your job is already encouraging community growth. Thanks for sharing! I like that idea, Stan. One of the major issues I have with Craigslist is the sheer amount of junk posts. Keeping people honest is great, and with a paper you have the advantage that a large part of your job is already encouraging community growth. Thanks for sharing!

]]> By: Stan Gauss http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-42 Stan Gauss Wed, 07 May 2008 20:30:12 +0000 http://joemichaud.wordpress.com/?p=27#comment-42 My wife and I are avid print classified readers. We look at them weekly without the intent to buy. Oddly enough, we don't read the newspaper's online classifieds. If we are looking for a used bike or an antique waffle iron we go right to Craigslist. I believe there is a disconnect between the newspaper's print classifieds and their online version. It's a shame because the print classified section is probably the strongest possible promotion tool to convert print readers into multimedia consumers. I've been toying with a model that is a mash-up of Craigslist, Facebook and Ebay that drives consumer awareness and would create a following. Every classified advertiser should have a persona and be rated just like we rate restaurants, plumbers, etc. The increased audience will lead to incremental revenue from other areas. My wife and I are avid print classified readers. We look at them weekly without the intent to buy. Oddly enough, we don’t read the newspaper’s online classifieds. If we are looking for a used bike or an antique waffle iron we go right to Craigslist.

I believe there is a disconnect between the newspaper’s print classifieds and their online version. It’s a shame because the print classified section is probably the strongest possible promotion tool to convert print readers into multimedia consumers.

I’ve been toying with a model that is a mash-up of Craigslist, Facebook and Ebay that drives consumer awareness and would create a following. Every classified advertiser should have a persona and be rated just like we rate restaurants, plumbers, etc.

The increased audience will lead to incremental revenue from other areas.

]]> By: Colin http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-31 Colin Wed, 30 Apr 2008 17:50:55 +0000 http://joemichaud.wordpress.com/?p=27#comment-31 It's true. I feel as though the major media outlets in this country have grown fairly static. Far be it from me to say what they do in their office meetings, but it appears as though nobody at the top has really looked long and hard at the philosophy behind news and it's primary revenue source, ads. Philosophically, why do these companies have an interest in the news? Most products put out by these companies have tag lines like "The information you need to know," or "What you need, to know." There's a certain assumption that they know what's best. But when you can't keep up with changes in medium, or dismiss them as a fad, you've done a disservice to those who do trust you and you've also begun to dig your own grave. That's a little off topic, but I would agree that getting to the front of the wave and really feeling free to experiment with new ideas is very crucial to an information service company. It’s true. I feel as though the major media outlets in this country have grown fairly static. Far be it from me to say what they do in their office meetings, but it appears as though nobody at the top has really looked long and hard at the philosophy behind news and it’s primary revenue source, ads.

Philosophically, why do these companies have an interest in the news? Most products put out by these companies have tag lines like “The information you need to know,” or “What you need, to know.” There’s a certain assumption that they know what’s best. But when you can’t keep up with changes in medium, or dismiss them as a fad, you’ve done a disservice to those who do trust you and you’ve also begun to dig your own grave.

That’s a little off topic, but I would agree that getting to the front of the wave and really feeling free to experiment with new ideas is very crucial to an information service company.

]]> By: joemichaud http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-30 joemichaud Wed, 30 Apr 2008 13:06:37 +0000 http://joemichaud.wordpress.com/?p=27#comment-30 I totally agree. The printed classifieds are a powerful medium for suggesting you buy "that antique waffle iron I didn’t know I wanted." Ironically (given the theme of this blog) I share your concern that newspapers aren't working on making the printed classifieds more enjoyable and useful. To be clear, I don't think the business model is failing. I do think newspapers need to get way more focused on the changing behaviors of print and online consumers, and somehow be ahead of that curve, not behind it. I totally agree. The printed classifieds are a powerful medium for suggesting you buy “that antique waffle iron I didn’t know I wanted.”
Ironically (given the theme of this blog) I share your concern that newspapers aren’t working on making the printed classifieds more enjoyable and useful.
To be clear, I don’t think the business model is failing. I do think newspapers need to get way more focused on the changing behaviors of print and online consumers, and somehow be ahead of that curve, not behind it.

]]> By: Colin http://joemichaud.com/2008/04/23/can-this-model-be-saved/#comment-29 Colin Wed, 30 Apr 2008 03:20:04 +0000 http://joemichaud.wordpress.com/?p=27#comment-29 To me, classifieds are a bulletin board for the community. Honestly, I can't imagine what would happen if the classifieds went away. I know you like to talk about the failing business model and "effective" adverising, but I just skim. Honestly? I will often not know I'm interested in something when I start looking at classifieds. Now, perhaps the issue is that classifieds have been hijacked by people looking to advertise on the cheap. But if that's the issue, those people sure wont want to pay big bucks to "maximize the effectiveness" of your classified machine. To untangle your metaphor we need to look at from where the word "classified" comes, i.e. "Classified Ad." That's it. It was only ever an advertisement which, instead of being pasted in a prominent spot next to content (which carried a bigger price because people not looking for a used car would be more likely to see it), was placed in a directory of ads. What you do with that knowledge is your own problem. I for one am going to go buy a paper to flip through the classifieds. Who knows, maybe I'll find that antique waffle iron I didn't know I wanted. To me, classifieds are a bulletin board for the community. Honestly, I can’t imagine what would happen if the classifieds went away. I know you like to talk about the failing business model and “effective” adverising, but I just skim.

Honestly? I will often not know I’m interested in something when I start looking at classifieds. Now, perhaps the issue is that classifieds have been hijacked by people looking to advertise on the cheap. But if that’s the issue, those people sure wont want to pay big bucks to “maximize the effectiveness” of your classified machine.

To untangle your metaphor we need to look at from where the word “classified” comes, i.e. “Classified Ad.” That’s it. It was only ever an advertisement which, instead of being pasted in a prominent spot next to content (which carried a bigger price because people not looking for a used car would be more likely to see it), was placed in a directory of ads.

What you do with that knowledge is your own problem. I for one am going to go buy a paper to flip through the classifieds. Who knows, maybe I’ll find that antique waffle iron I didn’t know I wanted.

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