MEDIA: News giants to put ads on-line

News International and the Press Association have joined forces to launch a new on-line classified advertising service to maximise potential revenue from the UK’s pounds 1.5 billion classified market. Classified advertising has been identified by the media industry as one of the key, and at this stage one of the few, areas of on-line publishing likely to generate income over the next five years. Classified Link UK, will offer all newspapers the opportunity to sell through the Internet as part of the biggest classified site in the UK, while maintaining their own identity, market position and pricing strategy.

News International and the Press Association have joined forces to

launch a new on-line classified advertising service to maximise

potential revenue from the UK’s pounds 1.5 billion classified market.

Classified advertising has been identified by the media industry as one

of the key, and at this stage one of the few, areas of on-line

publishing likely to generate income over the next five years.

Classified Link UK, will offer all newspapers the opportunity to sell

through the Internet as part of the biggest classified site in the UK,

while maintaining their own identity, market position and pricing

strategy.



Participating newspapers will be able to place their advertisements on a

national database which will link jobs, property, travel, motoring and

business services. The ads will be able to carry pictures, location maps

and an e-mail response mechanism.



Mark Hird, general manager of PA Data Design, PA’s electronic publishing

and software arm, says research has shown that complementary on-line

classified advertising services can lead to an increase in the volume of

classified advertising placed in newspapers.



Hird says the value of Classified Link UK lies in the database which

newspapers can sell into local kiosks and libraries as an easy to access

reference service. He said the database should make it easier for local

newspapers to attract classified advertising from local services.



News International and PA have visited half of the UK’s newspaper groups

and Hird says ‘positive feedback has been well above our estimates’. NI

and PA will set up a joint company to build and operate Classified Link

UK and participating companies will pay a subscription.



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