If you listen to the reader, you'll give advertisers better results. And that's what should drive the process. He says every paper should do a thorough redesign every five or 10 years. Things are changing in all our markets, and you can't ignore that. Welch recommends reviewing the order of classifications and sub-classifications regularly.
Key words make classified ads easier and faster to use.
Click here to see sample from the Chicago Tribune. The way we classify computers is one example. They had to start with the brand name. But there are tons of resale computers now that don't have brand names. Maybe we need to list computers in a different manner.