You should work hard to have ONE MARKETPLACE where your readers can find your merchandise and ads without poking around in different places on your Website. Please avoid using several solutions for classified liners, special sections, display ads, inserts, Web-only ads, etc. The reader should be able to go to ONE PLACE to find what they are looking for, not several. So, create a marketplace where your readers can do one search and get unified results for class liners, special sections and display ads. It is a winning concept.
English: Marketplace in Moramanga. (Photo credit: Wikipedia)
Media organizations need to insist upon standardization of content export and sharing. For both editorial and advertising. On the editorial side, how about starting with NEWSML as a standard? On the advertising side, how about starting with Advertising XML? I was once quoted $5,000 for a special project to convert a simple classified ad feed to XML. It is not rocket science. You know, how difficult is it to add start_ad_time, ad_content, end_ad_time to an output file? Come on people – we need all vendors to start standardizing. Lack of editorial and advertising standardization is holding us back. And costing opportunities and money.