US: Newspapers do not exploit online classified potential

Newspapers' online editions do not make full use of Internet resources when it comes to online classified ads, reports a study by the University of Missouri-Columbia. The study found that newspapers rarely use features like audio and video clips, IM chats, e-mail notification or audio slide shows. Sarah Farebrother, graduate student and one of the authors of the study, said, "Although newspapers have made some strides toward increasing their use of interactivity and vividness features, they appear to have gone after the low hanging fruit - those features that are easiest to add. This is significant because companies that create more effective online classified ads will be more successful over time."

Larger newspapers used more features than smaller ones. Farebrother said, "With many people already turning to online classified Web sites rather than the online classified sections of their newspaper, smaller papers may be left out in the cold if they don't begin taking advantage of features that would enhance the overall effectiveness of their online classified ads."

The study analyzed the automotive, real estate and employment classifieds of different sized online newspapers. However, the sample of 24 analyzed online newspapers is relatively small.

Sources: University of Missouri-Columbia, see also ClickZ