WAN-IFRA_Digital_Classifieds_Survey
Newspapers are continuing to regain their strength in recruitment advertising both in print and online and for the first time have seen an increase in market share in property classifieds sales. However, the outlook in automotive advertising has further deteriorated and appear to be joining travel and private party ads as a wasteland for print newspapers.
The central message of this year’s study of classified migration is that complacency is still the largest enemy of the newspaper industry. While many newspapers have a dominant market position online, the majority still do not have a realistic strategy to face the inevitable migration process: they have so far failed to adjust their business models and mindset to the new market place and continue to be over- protectionist about print. Though internet revenues are growing at virtually all the newspapers surveyed, the increase is below the online trend across the various categories.