Top Story

e4m_logo.png

Home >> Media – Print >> Article

Newspapers going creative with classifieds

14-September-2004
Font Size   16
Newspapers going creative with classifieds

Classifieds mean ‘big money’ for newspapers. With small business players having the moolah, print houses are gearing up to provide them with innovative options. >From help desks to tips on how to make their ads more effective, classifieds have shifted from the main dailies to more creative supplements.

No longer are the classifieds merely ROL (run-on-lines), new changes such as maps (in to-let and property section), pick of the day, celebrity marriages (matrimonial section) and full-stretch vertical ads are being introduced. In fact, it’s not just national dailies like Times Of India and The Indian Express being experimenting, tabloids like Mid-Day is also very much in the trend.

“Creativity is the best way to push the message. TOI has over the years innovated with classifieds. Such innovations have helped limited budget advertisers to break the classifieds clutter” said Sunil Rajshekhar, Director, the Times of India.

TOI was the first to use celebrity couple in the matrimonial section. Asked on what really led to this strategy, Rajshekhar responded: “ This was just an effort at building brand salience for the matrimonial section. To showcase celebrity marriages would only help enhance the overall environment of the Matrimonial pages.”

Indian Express is also taking the innovative platform. Explaining how the group was incorporating changes, Manjeet Chopra, branch head, Chandigarh, said: “Classifieds is a need- based system. We have been providing different layout options. Nowadays looks do matter and so we are making some cosmetic changes in the classifieds section as well.”

Tebi Sebastian, Assistant Manager, Mid-Day, added: “Need-based innovations can really make the classifieds interesting. For instance, if you have a write-up on the hotels, resorts or spas, it draws instant attention of most readers. Or you could even have a tie-up with corporates, inviting the readers to participate in a contest or message service on Valentine’s Day or Mother’s Day. So opportunities are endless.”

But why don’t we see too many national dailies experimenting with their classifieds? Rajshekhar shared: “Smaller newspapers have larger opportunities to innovate. For larger newspapers like The Times of India innovations specific to individual advertisers will mean a larger outflow – premiums that may not be all that affordable.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.