Patent Document

CROSS-REFERENCE TO RELATED APPLICATIONS  
       [0001]     The present application is the regular patent application as a continuing prosecution application of provisional application Appl. No. 60/582,987, filed June. 25, 2004 entitled METHOD AND SYSTEM FOR ENHANCING CLASSIFIED ADS.  
       FEDERALLLY SPONSORED RESEARCH  
       [0002]     Not Applicable  
       SEQUENCE LISTING OR PROGRAM  
       [0003]     Not Applicable  
       FIELD OF THE INVENTION  
       [0004]     The present invention relates to a computer method and system for registering and enhancing classified ads and, more particularly, to a web-based method and system for registering and enhancing traditional paper-based classified ads.  
       BACKGROUND OF THE INVENTION  
       [0005]     Paper-based classified ads produced by the print media publishers have proven very useful and cost effective in bringing buyers and sellers together. Hereafter, the terms seller(s) and advertiser(s) as well as buyer(s) and ad reader(s) are interchangeable; and for simplicity of discussion, newspaper classified ads in particular are used as example of paper-based classified ads. Newspaper classified ads have long been the average person&#39;s first stop in seeking for goods or services. But, newspaper classified ads have their disadvantages. For example, newspaper classified ads tend to show limited item description because of the need to save ad space and reduce cost. Additionally, the newspapers are typically incapable of doing anything more than providing minimal classification for the items advertised.  
         [0006]     Conventional enhancement for newspaper classified ads involves advertisers, particularly employers placing employment ads, who include web addresses in their classified ads so that the readers can use web browsers to get more information by visiting their websites. But, the web addresses placed in the ads lack consistent standards. An advertiser may just include the company website address (Internet domain name) to save ad space, but the readers may have to browse through the website to find the relevant web pages. On the other hand, another advertiser may include a full web address for an ad item, but the readers may have to type a long web address. Additionally, company website addresses vary not only in length but also in spelling, this may cause inconvenience to the readers. Furthermore, the web page styles and layouts also lack consistent standards from ad to ad. This adds complexity and difficulty to the readers. Still furthermore, average advertisers or sellers typically do not have their own websites or do not have the knowledge or cost incentive to prepare web pages for their classified ads. Still furthermore, the web pages for classified ads from different advertisers are independent and spread all over the Internet, making it impossible or inefficient for the readers to electronically search and compare classified ads.  
         [0007]     Other enhancement for newspaper classified ads, as illustrated by U.S. Pat. No. 6,253,188, involves publishers who provide electronic versions of their newspaper ads on their websites so that the readers can connect to their web servers to search for and obtain classified ads. But, the readers cannot search and compare classified ads across independence newspapers from different publishers. Moreover, the electronic version, being initiated by publishers, neither provides more information than the printed ad version, nor tailors to the need of particular advertisers.  
       SUMMARY OF THE INVENTION  
       [0008]     According to one aspect of the invention, a method is provided for enhancing newspaper classified ads via a centralized system. The method introduces a registry website, which acts as a fourth party in addition to other three parties: the publishers, the sellers, and the buyers. The registry website allows sellers to register their ads on the website before submitting them to publishers.  
         [0009]     According to another aspect of the invention, a method is provided for uniquely identifying classified ads that may spread all over newspapers from the same or different publishers.  
         [0010]     According to another aspect of the invention, a method is provided for sellers to obtain web addresses for newspaper classified ads and include them in the ads.  
         [0011]     According to another aspect of the invention, a method is provided for generating newspaper ad web addresses that are short, simple and consistent across different ads and different newspapers from different publishers.  
         [0012]     According to another aspect of the invention, a method is provided for offering a uniformed web page style and layout that are consistent across different ads and different newspapers from different publishers.  
         [0013]     According to another aspect of the invention, a method is provided for sellers to extend limited item description in newspaper ads via web pages, regardless whether they have their own websites.  
         [0014]     According to another aspect of the invention, a method is provided for buyers to search and compare newspaper classified ads across newspapers from different publishers.  
         [0015]     According to another aspect of the invention, a method is provided for allowing sellers to select the option of selling ad items on the registry website in addition to registering the ads.  
         [0016]     According to another aspect of the invention, a method is provided for sellers to register their classified ads and sell the associated items in a single action on the registry website.  
         [0017]     According to another aspect of the invention, a method is provided for buyers to view classified ads and buy the associated items on the registry website.  
         [0018]     According to another aspect of the invention, a method is provided for allowing a seller to register a classified ad on the registry website and automatically submit a short version of the ad to one or more publishers for newspaper insertion.  
         [0019]     According to another aspect of the invention, a method is provided for enabling a seller to generate sales lead for other unadvertised items with a single newspaper classified ad.  
         [0020]     Still further objects and advantages of the invention will become apparent from a consideration of the following description and drawings. 
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0021]     These and other more detailed and specific features of the present invention are more fully disclosed in the following description, reference being had to the accompanying drawings, in which:  
         [0022]      FIG. 1  illustrates a registry website in relation to sellers, buyers and publishers.  
         [0023]      FIG. 2  illustrates components involved in the registry server system.  
         [0024]      FIG. 3  is a flowchart illustrating the steps performed by a seller using the registry website.  
         [0025]      FIG. 4  illustrates a web page presented to a seller after the seller registers and submits an ad to the registry server system.  
         [0026]      FIG. 5  illustrates a newspaper classified ad with its associated registry web address.  
         [0027]      FIG. 6  is a flowchart illustrating the steps performed by a buyer using the registry website.  
         [0028]      FIG. 7  illustrates a registry web address for a newspaper classified ad being entered into a web browser address box to view the extended ad details.  
         [0029]      FIG. 8  illustrates a web page with extended information for a newspaper classified ad that has been registered on the registry website.  
         [0030]      FIG. 9  is a flowchart illustrating the steps performed by the registry website.  
         [0031]      FIG. 10  illustrates the registry website as a one-stop-shop center for sellers.  
         [0032]      FIG. 11  illustrates the structure of a registry web address for classified ad.  
         [0033]      FIG. 12  shows an example of a newspaper classified ad with another form of the registry web address that contains a phone number instead of the ad id number. 
     
    
     DETAILED DESCRIPTION OF THE INVENTION  
       [0034]     In the following description, for purposes of explanation, details are set forth, such as a system diagram and a process flowchart, in order to provide an understanding of one or more embodiments of the present invention. However, it is and will be apparent to one skilled in the art that these specific details may not be the only configuration in order to practice the present invention.  
         [0035]     An embodiment of the present invention introduces a registry website into the traditional newspaper advertising system with other three parties involved: the sellers, publishers, and the buyers.  FIG. 1  illustrates the registry website in relationship to the other parties. A particular seller  120  connects to the registry website  110  via an Internet link  121 ; registers an ad with details; obtains a web address specifically associated with the ad (“the ad&#39;s registry web address” or “the ad&#39;s web address”); and contacts a particular newspaper publisher  140  for placing a classified ad with the web address inclusion. The link  122  represents, typically, a phone call communication, but can be one of other communication types such as fax, email, etc. The publisher delivers the newspaper to a particular buyer  130  as indicated by arrow  141 , which typically represents a mechanical delivery, but can also be other electronic means. The buyer reads the newspaper classified ad; connects, with the ad&#39;s registry web address, to the registry website  110  via an Internet link  131  for viewing the ad details; and optionally buys the ad item directly on the website.  
         [0036]     According to one embodiment of the present invention,  FIG. 2  illustrates the registry server system  210  that forms the registry website  110  (in  FIG. 1 ). The server system includes a server engine  212 , various web pages  211 , a Customer database  213 , an Ad Order database  214 , an Ad Item Buy/Bid database  215 , an Ad Order ID table  216 , and an Ad ID table  217 . The server engine performs such tasks as retrieving data from databases, generating web pages, and saving user data to databases etc. A particular seller browser computer  220  connects to the server system via an Internet link  221 . A particular buyer browser computer  230  connects to the server system via an Internet link  231 . The server system may connect to a particular publisher server  240  via link  241 , which may be an Internet or intranet link.  
         [0037]      FIG. 3  presents a flow diagram of steps performed by a seller who uses the registry website  110  (in  FIG. 1 ) for enhancing a newspaper classified ad. In step  301 , a seller  120  (in  FIG. 1 ) uses a web browser computer  220  (in  FIG. 2 ) to visit the registry website. In step  302 , the seller logs in by entering a username and a password (or creates an account with username and password if not done so before). In step  303 , the seller registers an ad and specifies ad details (such as description, pictures for upload, ad duration, item price and phone number etc) by filling out web pages provided by the server system  210  (in  FIG. 2 ). On one of the web pages, the seller may select whether or not he or she also wants to sell the ad item on the registry website. In step  304 , the seller submits the filled-out ad information to the server system. In step  305 , the seller obtains the ad&#39;s registry web address. In step  306 , the seller selects whether or not to manually submit the ad to a publisher  140  (in  FIG. 1 ). If yes, the seller submits the ad along with the ad&#39;s registry web address to the publisher by conventional means (typically by phone call) in step  307 . Otherwise, the server system automatically submits the ad and its registry web address to the publisher&#39;s web server  240  (in  FIG. 2 ) via standard web service in step  308 . Then, the process may end in step  309 .  
         [0038]     The account information in step  302  may be saved to the Customer database  213  (in  FIG. 2 ). The information entered in step  303  may be saved to the Ad Order database  214  (in  FIG. 2 ). After receiving the information submitted by the seller in step  304 , the server engine assigns a unique ad order identifier (Ad Order ID) to the ad, and stores the Ad Order ID (together with other ad identifying information such as phone number and username) in the Ad Order ID table  216  (in  FIG. 2 ). The Ad Order ID may be used to form the web address for the ad. But, as more ads get registered over time, the Ad Order ID can become very long. Therefore, another unique ad identifier (Ad ID) is also used to temporarily represent the ad during its duration. After the ad expires, the Ad ID may be recycled and used for another new ad. The server engine assigns, updates and stores the Ad ID in the Ad ID table  217  (in  FIG. 2 ). Internally, the server system may use the Ad Order ID to permanently and uniquely identify a registered ad and its other associated parameters such as Ad ID, phone number, and username.  
         [0039]      FIG. 4  illustrates an example of a web page presented to the seller after step  304 . The web page  410  contains a registry web address  430  for the ad: whyad.com/23. In the example, the domain name of the registry website is whyad.com, and the Ad ID for the ad is  23 . Optionally, the seller&#39;s phone number may also be used to form the ad&#39;s registry web address  431 . The server engine may use the phone number to find all ads registered by the seller from the Ad Order database.  
         [0040]      FIG. 5  illustrates an example of the corresponding newspaper classified ad with its registry web address. The newspaper ad  510  has its registry web address  511 , which is whyad.com/23.  
         [0041]      FIG. 6  shows a flow diagram of steps performed by a buyer who reads newspaper classified ads that have been registered on the registry website. In step  601 , a buyer  130  (in  FIG. 1 ) obtains newspaper. In step  602 , the buyer reads through classified ads in the newspaper. In step  603 , the buyer decides whether or not to see details of a particular ad with its registry web address (refer to  FIG. 5  for example). If no, the buyer proceeds to step  604 . If yes, in step  605 , the buyer uses a web browser computer  230  (in  FIG. 2 ) and the ad&#39;s registry web address (refer to  FIG. 5  and  FIG. 7 ) to view the ad details via a web page (refer to  FIG. 8 ) provided by the server system  210  (in  FIG. 2 ). In step  606 , the buyer decides whether or not to buy or bid the ad item. If no, the buyer proceeds to step  604 . If yes, in step  607 , the buyer logs in by entering a username and a password (or creates an account if not done so before). In step  608 , the buyer buys or bids the ad item (refer to the Buy or Bid button  831  in  FIG. 8 ). Then, the buyer proceeds to step  604  where the buyer decides to end in step  609  or continue to the next ad by going back to step  602 . The buy/bid information in step  608  may be saved to the Ad Item Buy/Bid database  215  (in  FIG. 2 ).  
         [0042]      FIG. 7  illustrates a registry web address  703  for a newspaper classified ad being entered into the address box  702  of a web browser  701  to view the extended ad details in step  605  (in  FIG. 6 ).  
         [0043]      FIG. 8  illustrates an example of a web page with extended information for a newspaper classified ad that has been registered on the registry website. The ad detail web page  801  for the registered newspaper ad may include full text description  832  and picture display  833 . On the same web page, a buyer can directly press a button  831  (which may link to another web page) to buy or bid the ad item. The web page may have a View Ad section  820 , which contains a label  821 , a text box  822  and a button  823 . The View Ad section allows a buyer to conveniently view other registered ads from the newspaper by simply entering an Ad ID into the text box  822  without the registry website domain name. For instance, to view the ad details for the newspaper ad  510  (in  FIG. 5 ), a buyer can simply enter  23  (the Ad ID) into the text box  822  instead of using whyad.com/23 (the ad&#39;s full registry web address) illustrated in  FIG. 7 . Therefore, in step  605  (in  FIG. 6 ), by keeping the ad detail web page  801  open after viewing a registered newspaper ad, the buyer can conveniently type the next Ad ID and view the next registered ad from the newspaper in the loop formed by step  604  and step  602  (in  FIG. 6 ). Optionally, a buyer may enter a seller&#39;s phone number into the text box  822  to find out all ads available from a particular seller. The View Ad section can also be provided on other web pages (see  FIG. 4  for example) so that its convenience is accessible throughout the website.  
         [0044]     According to one embodiment of the present invention,  FIG. 9  shows a block diagram of steps performed by the server system. In step  901 , the server system lets a server client (typically a buyer or a seller) to enter the registry website. In step  920 , the server system provides to the client the option of viewing ad in step  902  or registering ad in step  908 , which leads to step  909  for account login. If the client goes to step  902 , the server system provides to the client the option of viewing ad by Ad ID in step  903  or viewing ad by phone number in step  905 . If the client goes to step  903 , the server system displays the ad item to the client via a web page in step  904 . If the client goes to step  905 , the server system displays a list of ad items to the client via a web page in step  906 . The server system lets the client to select an item in the list and view the item in step  904 . The server system may skip step  906  and go to step  904  if there is only one item associated with the phone number entered in step  905 . After step  904 , in step  922 , the server system provides to the client the option of going back to step  920 , buying/biding the item in step  907 , or exiting in step  912 . Step  907  also leads to step  909  for account login. In step  909 , the server system allows the client to log in by entering a username and a password (or create an account if not done so before). After step  909 , in step  923 , the server system determines whether the account login is for registering ad or for buying/biding ad item. If the account login is for registering ad, the server system allows the client to submit the ad registering information to the server system in step  911 . Otherwise, the server system allows the client to submit the buy/bid information to the server system in step  910 . Step  910  or setup  911  leads to step  924  where the server system provides to the client the option of exiting in step  912  or going back to step  920 .  
         [0045]     It is noted that although discussion has been given to classified ads on newspaper, the method and system can be applied to ads on other paper-based media such as magazines, fliers, coupons, and bulletin boards etc. For instance, in  FIG. 1 , a particular seller  120  may register an ad; place the ad&#39;s registry web address on a flyer; and hand the flyer out to a particular buyer  130  without using newspaper from a publisher  140 . Then, the diagram block  140  for Publisher may be substituted with Flyer.  
         [0046]     The registry website can also act as a one-stop-shop center for a seller. For instance, in  FIG. 1 , after a particular seller  120  registers an ad on the registry website  110 , the registry website can automatically submit the ad to a particular publisher  140  for publication in newspaper without the need of the seller contacting the publisher. In this case,  FIG. 1  then becomes  FIG. 10 .  
         [0047]     For convenience, the web address for a registered ad formed by the registry website domain name and the Ad ID is defined as “Ad ID registry address”; and the web address for a registered ad formed by the registry website domain name and the seller&#39;s phone number is defined as “phone number registry address”.  FIG. 11  illustrates the structure for the Ad ID registry address  1101 , and the structure of the phone number registry address  1102 . As an example, for the Ad ID registry address  430  (whyad.com/23) in  FIG. 4 , RegistryWebsiteDomainName is whyad.com, and the AdID is  23 ; and for the phone number registry address  431  (whyad.com/415-555-1212) in  FIG. 4 , RegistryWebsiteDomainName is whyad.com, and PhoneNumber is 415-555-1212.  
         [0048]     It is noted that a newspaper classified ad usually has the seller&#39;s phone number printed on the same ad. According to one embodiment of the present invention, the phone number can be used more cleverly. It can form a phone number registry address for use in a newspaper classified ad.  FIG. 12  illustrates a newspaper classified ad with a phone number registry address. In the example, the registry website domain name is whyad.com. The phone number 415-555-1212 is part of the web address (whyad.com/415-555-1212) for the ad. The phone number registry address has several advantages. First, it is short. Second, it tells the website name (whyad.com) for obtaining more information. Third, it tells the phone number (415-555-1212) for contacting the seller. Fourth, it is a qualified web address by itself and can be directly typed into a web browser address box (type whyad.com/415-555-1212 into the box  702  in  FIG. 7  for example). Fifth, it allows the seller to place a newspaper classified ad with the phone number registry address first and register the ad on the registry website later. Sixth, it enables the seller to generate sales lead for other unadvertised items with a single ad, as described next. If a seller has multiple items to sell, the seller may register the multiple items one by one with a single phone number on the registry website. For each registered item, the seller obtains a unique Ad ID registry address and the same phone number registry address. If the seller places one newspaper classified ad with the phone number registry address for one item, the item advertised on the newspaper will appear along with the other unadvertised items for a buyer who uses the phone number registry to view the ad on the registry website.  
         [0049]     A seller can use either the Ad ID registry address or the phone number registry address in a classified ad, depending on individual preference and specific need.  
         [0050]     It is noted that for displaying ad details, the registry website provides a uniformed web page style and layout that are consistent across different ads and different newspapers from different publishers.  
         [0051]     It is further noted that although registered ads may be for classified ads on different newspapers, they are centrally stored in the Ad Order database on the server system and therefore can be searched. This allows a buyer to search and compare newspaper classified ads across newspapers from different publishers.  
         [0052]     Thus, the method and system have been provided for enhancing paper-based classified ads. Although the invention has been described in detail with reference to certain embodiments thereof, other embodiments are possible. For instance, although one embodiment may contain components as shown in  FIG. 2  or steps as shown in  FIG. 9 , more or less components or steps may be provided for a similar overall functionality. Therefore, the spirit and scope of the appended claims should not be limited to the description of the preferred embodiments contained herein.

Technology Category: 3