‘RedEye’ Launches New Classified Section

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By: Jennifer Saba

Yesterday, readers of the Chicago-based RedEye found a new section in the daily tab: a pullout dedicated to classifieds called Urban Marketplace.

The RedEye, published by the Chicago Tribune (Click for QuikCap) and aimed at young urban professionals, has always had a classified section. Since its launch in October 2002, the paper ran daily ads, consisting mostly of real estate listings.

Urban Marketplace replaces it and runs only on Mondays with a broader focus, covering real estate, auto and recruitment listings. “[The Tribune] thought it would be a good idea to have our own Sunday classified section on Monday,” said Brad Moore, business manager at the RedEye.

Moore would not reveal the crossover readership of the RedEye and the Tribune. But he said that the RedEye encourages readers to take the Sunday paper (the tab only publishes Monday thru Friday). He also confirmed that RedEye uses some of the sales resources of the Tribune. Buyers have the option of placing an ad strictly online, solely in print in the Tribune or RedEye, or purchasing an integrated package consisting of print and online.

For now, most of the activity in the section is in real estate with apartment rentals and for sale notices. So it’s little wonder that the tab sold the back page (yesterday’s Urban Marketplace clocked in at 16 pages) to Century 21 Sussex & Reilly for the remainder of the year.

The company is distributing 90,000 copies of the RedEye per day, Moore claimed. It’s free at some locations like college campuses and coffee shops.

RedEye also launched a marketing campaign with a 15-second spot while utilizing street hawkers to tout the new section.

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