By: PowerOne Media's new online classifieds system is designed to take advantage of new technologies and be flexible as newspapers develop new products. "Going forward, we'll be able to rapidly develop additional advertising products that newspapers want," said co-CEO Brendan Burns. "The system is built on architecture that will scale for the next generations of classified products."
The new system, called C
2, has been installed at over 85 newspaper Web sites including the
Houston Chronicle, The Tampa Tribune, and
The Denver Post. The
San Antonio Express-News is the latest newspaper to sign a contract for the new platform. Burns said it will be rolled out to the 600 newspapers in PowerOne Media's Adquest network by year's end.
C
2's features include portable classified search boxes that can be placed anywhere on a newspaper's Web site and a "Search Tomorrow's Ads" box.
PowerOne Media last upgraded its classifieds platform about three years ago.
Burns also indicated that the company will be aggressively seeking new clients. "If you read the analysts' reports, everyone's predicting a continuing growth in online classifieds, and we certainly believe that that's true," he said. "Online classifieds have continued to grow, but we're at a saturation point in terms of simply marking up upsell rates [on print classifieds], so it's got to be about new products that provide new value to ... advertisers."
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