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Online Journalism News

Stay of execution for print small ads

Posted: 02/03/04 By: John Thompson
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Classified newspaper advertising may not be facing as imminent a total migration online as new media pundits predict, a new survey claims.

The survey by the World Association of Newspapers (WAN) concedes that the web will probably eventually take over, but may take up to 20 years instead of five, as many internet consultants have forecast.

Newspapers around the world were surveyed for a new WAN project called Shaping the Future of the Newspaper (SFN), which highlights breakthroughs and opportunities that can benefit newspapers all over the world.

"There is significant migration, but it is slow," said Jim Chisholm, director of the SFN project.

Nevertheless, the migration is "probably inevitable", he said.

Most forecasters "probably overestimated the impact the internet is having on other media. But my own feeling is that we are now in danger of underestimating it," he said. "Those who underestimate and under-act could see their revenues lost to new competitors."

The full report entitled 'New Classified Models' will be released in May at the 57th World Newspaper Congress in Istanbul.

One hundred newspapers around the world were questioned about their digital practices. Their responses varied considerably but preliminary findings suggest that local newspapers have the advantage over national and international services.

Branding is key and the report recommends this is maintained wherever possible even if newspaper groups pool their resources into a single web site.

Recruitment adverts are the first to go to the internet. "If you are in a market where recruitment is migrating, you better watch out because autos and property will be next," the survey warns.

Trying to fight the corner for print at all costs is doomed to failure. "Bunker mentality management has been a major inhibitor of profitability in this area and the source of others' competitive advantage."

See also:
http://www.futureofthenewspaper.com
http://www.wan-press.org/rubrique403.html