The New Gold Rush Revisited
In February 1996, Admap published an article under the title 'The new gold rush', which suggested that a global market for some $50 billion of classified advertising was highly vulnerable to the threat presented by digital 'new media', and examined some of the reasons why at least a substantial erosion of the classified revenues of print media could be expected.
Six years later, what has happened and where is it all leading?
What is immediately clear is that, so far, the classified market in print has not disappeared. Indeed, in the UK, where comprehensive statistics are readily available, classified has outperformed display advertising in all but one of the years since 1996, and showed consistent growth in real terms up until mid2001. Elsewhere, the situation may be less apparently rosy.