Migration Of Print Ads To Internet Slower Than Expected
A new report from the World Association Of Newspapers (WAN) says that the migration of classified advertising from print to the internet is much slower than many predicted, but it is relentless nonetheless.
As part of WAN’s ‘Shaping the Future of the Newspaper’ project, the New Classified Models report was released and revealed that only the newspapers that are aggressively and proactively ensuring they will own the digital classified market are succeeding in retaining market share and profitability.
In a separate study, WAN unveiled that in Europe 3.5% of classifieds are now on-line with automotive advertising leading the migration. In the US, nearly 5% have moved to the web, with recruitment advertising leading the way.
The report says, the rate of migration is dependent on two factors. The first is the generational shift in behaviour, as younger people are more familiar with digital technologies and seek new alternatives to classifieds to buy and sell goods or find a job.
The second factor is the level of enthusiasm with which media owners encourage digital forms of classified advertising.
World Association of Newspapers: www.wan-press.org
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