earlpearl - 9:07 pm on Dec 24, 2005 (gmt 0)

Very interesting article.
I love newspapers. I love the content, the ability to write in-depth articles and analysis, the ability to research topics, follow-up, uncover issues of significant importance and publish them on a long term basis.

Other sources can't afford to do this.

Newspapers are slowly atrophying. I won't say dying but they are definitely losing traffic to the web.

I also love Craig's List. I use it every week for my business. I've also used it for various classified advertising needs and it works great.

As with every industry it is the job of the industry to stay on top of competition.

As an advertiser in local media for over 20 years, including continuous advertising in the local major metro newspaper every single week...I have seen the newspaper lose enormous effectiveness as an effective advertiser.

We also have a website that over the last 2 years has been well optimized for local traffic.

Pre web the major metro newspaper was our #1 source for sales.

Currently the web accounts for about 60% of sales, referral business about 20%. That leaves little room for other local media sources and YP.

I have interacted with local media, our local newspaper, including some heavyweights within the company, and frankly to date I don't think they "get it".

I'm sure Craig's List has had a direct significant effect on Bay Area Press. I'm sure it has ultimately led to reductions in staff.

Ultimately the papers need to come up with effective means to counteract this problem. Literally, you can't compete with free classified when you offer expensive paid classified.

At its max we spent about $2300/month on local classified w/our major regional newspaper. We are currently spending about 1/2 that and thinking of shrinking the expense because it is increasingly ineffective.

We have found a variety of web alternatives including Craig's List to replace the source.

In our case classified advertising was losing effectiveness way before we started using Craig's List.

In my mind the newspapers need to rethink their relationships and service w/advertisers.

I don't blame Craig's List at all. In fact they are providing an incredible free service that benefits millions.

Dave