Revvin’ Up Classified Auto Revenue

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By: Jennifer Saba

The automotive classified category, which seems to be running on one cylinder these days, could certainly use some gas. One paper in California, The Tribune in San Luis Obispo, gained some extra horse- power with Classified Concepts, the new media division of Maps.com.

The paper started using a reverse publishing tool from Classified Concepts that takes listings, photos, dealer/seller information, and an auto dealer map from the Cars.com database for use in the paper. Classified Concepts delivers a multi-page digital document that can be placed into the newspaper’s existing layout. In addition, the company provides the paper with an online map with dealer info.

Cheryl Cuming, director of advertising for the Tribune, said, “The response from dealers and readers alike has been phenomenal. Readers have commented that the information is better organized and easier to read when compared to other used-car publications.”

The Tribune grew its monthly auto ad revenue more than 15% with the new section. The paper also created a sponsorship program with dealer opt-ins, and nearly 60% of the county’s dealers got on board in just the first week.

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