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Asia and Pacific Region Forum

Telstra buys Trading Post
for $636m

 12:39 am on Mar 8, 2004 (gmt 0)


Sensis (Telstra's advertising arm) is building a nice little network for its new Looklisting product.

Certainly has ramifications for the Australian search landscape don't ya think?



 1:05 am on Mar 8, 2004 (gmt 0)

That was my immediate thought when I read your title Keeper. It makes sense (sensis?) to marry the Looksmart listings into the Trading Post site. Certainly a great addition to the network.



 9:30 am on Mar 8, 2004 (gmt 0)


Someone will be celebrating!

I would have gladly built them a trading post for half that!
The Trading Post has been around as long as I can remember but I've been thinking that its days might be limited as people turn to an auction style "set your price" type of online portal to sell their goods.

Well done Trading Post!



 10:26 pm on Mar 8, 2004 (gmt 0)

I think they are on to a pretty good strategy.

Trading Post get a lot of traffic, and it's one of those destinations that is pre-qualified. If you visit the Trading Post - you go for one reason really; to buy or sell stuff.

If you go to Google you may be searching for the 8th Emporer of Ming Dynasty.

I personally like the fact that the searchers using their network will be qualified twice, once by the destination, second by the search term they type in.

Lets hope the ROI backs up this theory :)

Also, as with Looksmart, they now have access to a massive amount of small advertisers. The likes of Google and Overture would kill to have access to this market IMO, but whether it was worth $636m.... who knows!?.

whats up skip

 10:42 pm on Mar 8, 2004 (gmt 0)

Telstra has paid way too much for this. Sure there is a bit of traffic in it, but that is a lot of money for traffic. I wouldn't think the revenue stream would be that good either.

If you can't buy "The Age", buy the next best thing, minus the political editorial implications.


 11:41 am on Mar 9, 2004 (gmt 0)

They know exactly what they are doing and will continue to provide a return on investment to their shareholders.

I have a feeling that it is the start of things to come.


 12:52 pm on Mar 9, 2004 (gmt 0)

Return on investment? - hey - I'd settle for a breakeven get out on the Telstra II shares!


 11:20 pm on Mar 10, 2004 (gmt 0)

I heard another rumour that Telstra were looking to buy the Leader Group. Anyone else hear anything about this?


 2:29 pm on Mar 13, 2004 (gmt 0)

err... I heard they were just playing 'follow the leader'...


 11:52 am on Mar 21, 2004 (gmt 0)

Could not help

Telstra gaining anything from Trading Post purchase?

"Tell them they are dreaming"


 10:19 pm on Mar 21, 2004 (gmt 0)

LOL I must have missed your post Chris. Nice one :)

Telstra gaining anything from Trading Post purchase?

Maybe they're planning on making life easier...

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