Many companies find themselves in the position of advertising in the paper to get traffic to their Web sites. However, as the NAA freely admits, the Web also has its advantages. In fact, newspapers have seen the advantages of the Web for some time. These are Web sites that have the focus and ability to provide unique services and value to classified display advertisers. These aren't wide portals, such as Yahoo or Excite, but, rather, well known sites within a narrow advertising segment.
Category killers combine extensive product listings with detailed information about the products.
They often have tools and applications for helping users, and will have e-commerce capabilities to help clients make transactions. These sites are also more likely to target display advertisers, which represent the majority of classified revenue. There are demonstrable benefits to advertising on the Net. Turnaround time is also a factor. People are at a premium and time is of the essence, and the Net is proven to speed the hire.