In the next few years, as we begin to understand the new advertising economy, I believe newspapers will begin to dominate the classified categories again. Of course, I still believe the majority of local users still count on the local newspaper to find a job, car, home or even a used refrigerator, toaster, or piece of exercise equipment.

Craigslist has done a nice job moving from major cities into rural America but they leave a lot to be desired with regard to trust. I’ve talked to several people in different markets and have found that they were not happy with the product they drove to purchase and felt like the person advertising the product wasn’t truthful. The autonomy that Craigslist allows didn’t allow them to alert other users to this issue.

The major thing newspapers can learn from Craigslist is that “FREE” is the right price to increase private party advertising content and audience. The “FREE” price point will come with only one restriction- The advertisement will need to be placed through a “Self Serve Interface“. Your in-bound call center can now be split into two departments- Sales and Fulfillment.

The Product

Imagine combining the autonomy or Craigslist, the reviews and storefronts of E-bay, Facebook type profiles and the reputation of the local print product. We would have the most interactive and informative classified product on the market. If an advertiser wants to remain anonymous they won’t be turned away but will have to deal with policing of the local classified community.

Each advertiser will have a storefront similar to a “Business Profile” on a YP site. This page will include anything and everything to do with their purchase and sales history. We can up-sell coupons and text ads to help them promote their upcoming garage sale or to generate user interest.

Watch lists can now be extended to alert consumers when their favorite private party seller adds an item, a coupon or is having a garage sale.

The product should also include a data push to all free online classified networks similar to what Travidia is doing with display advertising in their Bamboo product. This step will make you the trusted resource for local classified advertising.

Simple Facebook applications can be created to reach out to local non-readers and younger demographics. The application can be an extension of your “Self Serve Interface”.

In the print section the ads would show the customer rating and the advertiser will have the option to purchase larger advertising units that could include profile info, additional products, and more.

Building a sense of community into our local advertising products will create long term, passionate users.

Interesting Report

Editor and Publisher- Classified Fall-off Could Quicken with ‘Gutting’ of Call Centers.