Some good ideas on improving the classifieds service offered by a newspaper group. Including:
"play to your strengths, pull selected ads out of the classifieds section “ghetto” and position them next to relevant editorial content. For example, aggregate all the golf-related liner ads and put them in a box near golf stories in the Sports section; this can be done in print or online. You’ll be providing added value to the classified advertisers by applying this to all sorts of categories.
Those ads should still be included (also) in the main classifieds section, but repeated in editorially contextual placements. Such added-value placement could be sold for an extra fee (upsell), but it may make more sense to include this as a core part of the service to advertisers to enhance your value to them and compete against free classifieds sites...."
"That doesn’t mean that the upsell is dead, but offering a long list of upsell options is no longer a relevant practice. A better approach is to offer packages or tiers: Good, Better, Best. Upsell features can be added to the Better package; yet more to the Best package. You want potential advertisers to understand what they’re getting and how much it will cost."
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