Facilitating online shopping There's little doubt in my mind that 1999 will be the year of online transactions, and news sites also will be in on that action in a big way. You can't float your boat on banner ads. Local and regional news Web sites need to devote some serious thought and resources this coming year to developing an online shopping strategy. On those news sites that do have a Shopping area, there's seldom much of substance within. Within the shopping directory, build a database for information about sales, so that consumers will consult the Web directory before heading to the mall.
Some vendors offer systems to create such a retail sales database.
Some local news sites already operate online yellow pages directories, and those need only add online shopping capabilities, allowing retailers who pay for premium listings in the directory to include sale and coupon information in the related shopping directory and retail sale database, or actually sell some merchandise via online forms. Within the shopping directory, develop a strategy for online discount coupons for retailers. This could entail working with an online couponing technology company, then offering coupon creation features to retailers at the same time they submit sale information. Again, self-publishing tools to create online coupons can make it easy for the retailer or mall manager to submit the data, or the news site's advertising staff can develop online coupon creatives for a fee. Gift recommendation centers.