Migration of Print Advertising to Internet is Five Percent in US

Migration of Print Advertising to Internet is Five Percent in US

A new publication from the World Association of Newspapers "New Classified Models," from WAN's Shaping the Future of the Newspaper project, says that only those newspapers that are aggressively and proactively ensuring they will own the digital classified market are succeeding in retaining (classified) market share and profitability.

The report says the migration of classified advertising from print to the Internet is much slower than many have predicted, but it is relentless nonetheless.

"The rate of migration is dependent on two factors. The first is the generational shift in behaviour, as younger people, more conversant with digital technologies, seek new alternatives to classified to buy or sell goods, or find a job. As these young people move up and through the generations, we can expect to see the classified markets follow their leanings, currently into the Internet, but increasingly into digital media," the report says.

"The second factor is the level of enthusiasm with which media owners encourage digital forms of classified advertising. These might be traditional publishers, but they might be new entrants, or partnerships among traders," it says.

In Europe, a new study by WAN found that 3.5 percent of classifieds are now on-line. In the United States, this figure is nearer 5 percent. Recruitment advertising leads the migration in the US, while in Europe the early battleground appears to be automotive advertising.

You can find out more here.

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