With online classifieds aggregators like Oodle, Indeed, and even Tribune Co.’s Recycler growing in popularity, what’s the future hold for newspapers and other online classified providers who actually want to make money selling ads? On the one hand, the providers benefit from the additional reach of the aggregators. On the other, savvy advertisers are going to realize they can still get that reach without paying for it, if they just look around for a free provider that gets included in the aggregator’s listings. There’s also a worry that the aggregators are diminishing the providers’ brand equity.
I’d love to hear from some classified providers who can offer their perspective on this. Please e-mail me or leave your comments here on the blog.