Comments on: Newspapers and ads: Missed delivery

The Web has conquered the market for classifieds. Is there any cause for hope in last-ditch efforts by the old-school print publishers?

[Jesse Chan]

Online Ads

It has taken some time for the idea to stick. The original dot-com was all about online ads, but now it's real. There are a lot of new online advertising platforms launching now, because they have actually become legitimate and profitable. It is worth noting that 5 major newspapers are thinking of launching their own ad network: http://fishtrain.com/2007/11/07/the-resiliency-of-online-advertising/

[Manhattan2]

Ads that link to other ads get you nowhere

What seems to be happening now is ad purchasing that point to other ad pages that list ads.
It is time for solutions that provide ads on legitimate content pages. That will be found on GPS screens and on phones and web based ads like we see today will go the way of the dinosaur.
GPS adverting, That is where everything will end up. How soon we get there only GPSadvertising.com knows. At Manhattan2 is not just about energy and security solutions.

[kgsbca]

Why didn't management. (fill in the blank)?

why didn't its management see this coming somewhere in the late-1990s, like so many other people did?

Because, just like almost every other large company, they are run by people whose main talent is to come up with a budget that projects a profit, and then to execute on it. The big problem with this plan is that it relies on no changes in technology, consumer attitudes, the economy, etc. Guess what? Those changes always happen. Managers manage, they often don't understand technology or its' implications and the effect it will have, so they are basically clueless.

Investors like managers to manage risk and growth. Often, those people are the financial types. Nothing wrong with having a few of them around, but you can't be letting them make strategic decisions about what to invest in, as they lack the ability and knowledge to have a good idea where the world is headed. What almost every company needs are people who understand what they are actually selling, how technology can change that, and why people buy their product. A lot of finance-type managers, to their credit, hire outside consultants to answer these questions for them. Unfortunately for them, these consultants usually aren't any more enlightened.

There are exceptions to this rule that finance-driven companies will ultimately fail, but they are few and far between, and are usually dependent on a handful of individuals who see the big picture.

So while newspapers cut costs to remain profitable, and then crow about how they are still making a lot of money, they are doing little to slow the traffic away from paper-delivered news. And as much as I like to read the morning newspaper with breakfast (well, used to like to, now I read it on line before I go to bed), there will be no great loss when they disappear. They don't really provide much news anymore anyway, it's mostly just press releases from politicians, corporations, PR firms, and special interest groups, rarely ever challenged or contested. We'll save a bunch of trees and get the same propaganda a lot faster via the web.

[losjackal]

They did see it coming

"why didn't its management see this coming somewhere in the late-1990s, like so many other people did?"

They did see it coming, they formed Classified Ventures in 1997, which indeed owns Cars.com, Apartments.com, Homescape and HomeGain:

http://www.classifiedventures.com/business/who_we_are.htm

The article makes it sound like they merely "invested" after the fact, rather than proactively doing something about it in the late 90's.

[benchgroupsecretary]

PART TIME JOB OFFER IN YOUR LOCATION

Hello Friend,

I'm Mark Bills,I represent Bench Group merchandising company.We are one of the fastest growing Designing company based in UNITED KINGDOM AND EUROPE.We design and produce Adult,kids and Corporate wears.At Bench Group we specialize in exporting quality products atrelatively low prices. But due to our ever-increasing customer based in Usa/Canada and Europe, we at BENCH GROUP are searching for representatives to assist us in establishing a medium to connect to our costumers more efficiently in US/Canada Region.If you choose to join Bench Group as a representative, your basic task will consist of checking emails, processing orders and receiving payments(money order/checks) from different client on our behalf. Note that for every transaction processed, you will receive 10% of the total amount.Bench Group product price range starts at $3000 At 10% you're guaranteed a minimum of $300 per order.We guarantee that you can start making money as early as in 2 weeks, and you don't need to invest your money , just your spare time to process orders via email.Please email the following information in order for us to facilitate the conclusion of this proposal if accepted .

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*18 years or older
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*We are not requesting for your Bank information's, SSN or any other personal information from you, as what we need is a proof of seriousness.


EMPLOYMENT APPLICATION FORM

1. FULL NAME: -_____________________________

2. FULL MAILING ADDRESS: -_______________________

3. MARITAL STATUS: -___________________________

4. DATE OF BIRTH-----------------------------------------------

5. TEL/ E-MAIL: -__________/_________________

6. DATE OF BIRTH (dd-mm-year) : -____________SEX __________

7. COUNTRY: -_________________________________

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For your resume.Please contact secretary via email:[e-mail]
Yours Truly.
MARK BILLS
Marketing Executive
Xenex Technology Ltd
Xenex House 90 New Town Row,
Birmingham, B6 4HZU.K
Mobile: [phone]
(www.bench.co.uk )