3) Identify the actual advertisers

If core Classifieds are placed by readers, then who are the advertisers? Newspapers print all kinds of content. No one pays us to print stories. How did we make a business out of that free service? Well we all know the answer.

If Classifieds are content, the only way to make money off them is by selling the eyeballs who read the content. Newspapers should be good at that.

Furthermore, it should be easier to sell ads around Classifieds. Everyone reading the section wants to buy something. There is no better target customer. If a Classifieds reader is in the market for a washing machine, she’s looking for a deal. What better moment for Sears to advertise its latest appliance sale?

Tomorrow's entry: Step No. 4, Cut Expenses