TheMarketingSite.com

Knowledge Library

Junk Mail Publishing Group leverages print, mobile and online media to lead the charge in classifieds

Publishing

For Junk Mail Publishing Group, which has had an established presence in the South African classifieds industry since the 1990s, successfully leveraging the synergies (while recognising the differences) between print and online media to deliver value to users is a key differentiator that has kept it on the map.
 
The Group also offers its classifieds services via mobile, with about 10% of its ad placements come via mobile. The Junk Mail Group is the only mainstream classifieds publisher in South Africa to offer users three mediums (print, internet and mobile) for accessing and placing classifieds adverts.
 
What this means is that Junk Mail offers users much greater exposure to the market because buyers have the choice of three mediums to search for adverts and sellers have three ways of reaching potential buyers. By leveraging all three channels, users can open themselves up to three markets of distinctively-different classifieds consumers.
 
There's also the advantage of greater functionality. Job seekers for example can upload their CVs online, increasing their "searchability" - something that would not be possible in print - and, users are able to include a photograph with every advert they place online for free - something they'd have to pay for in print.
 
With online and mobile users have a cheaper way of communicating with each other, buyers can be more selective in how they filter adverts, and sellers can screen potential buyers without having to speak to them.
 
"While there are huge synergies between the three mediums, we know that the print classifieds consumer is very different to the online classifieds user, and both are very different to the person who places and searches classifieds adverts with a cell phone. This way we can address the different wants and needs of the print, mobile and online customer, and boost the chances of their ads being seen.
 
"We want to make it as simple and convenient as possible for buyers and sellers to come together. With three distinct mediums available to them, it doesn't get much easier or more convenient for our users," says Felix Erken, Managing Director at Junk Mail Publishing Group.
 
Offering its services across three mediums means that the Group makes considerable investment in terms of capital, resources and time to ensure that each medium and the market it serves gets the attention it deserves.
 
"Although the mediums are very different, each change, enhancement and advancement we make on one medium impacts on the other mediums. We've evolved our approach, which for years was that "print is king", to ensure that our online business receives the prominence it requires inline with the growing prominence of the internet and the online classifieds industry. At the same time, while many classifieds consumers and traders are migrating online, there is still a very big print audience that needs to be served. We're here to service their needs.
 
"So, we have had to learn how to manage each market very carefully so that we are able to add value to each one without impacting negatively on the others.
 
"We've got our eye on the ball and our ears to the ground to ensure that we continue to give our customers in each market segment what they want in the most value-adding way," explains Erken.
 
He concludes saying that the classifieds industry, both here and abroad, is going through an exciting time of massive change and growth, particularly with the continuously-burgeoning interest in online classifieds, and that local players need to keep pace.
 
"Competition is the classifieds industry is really heating-up thanks to the growing number of international companies that have arrived on the scene. We welcome these changes because we believe that it's certainly helping to stimulate the local industry. There are exciting times ahead and we're geared for growth."
 
Junk Mail Publishing Group launched a new strategy for its online business in April 2009, which saw it dump subscription fees, allow unlimited access to all adverts on http://www.junkmail.co.za/  and http://www.capeads.co.za/ , and make the placing of trade adverts online absolutely free. The company also overhauled its internal mechanisms so that all adverts appear on the websites immediately after being placed.

 
Source: Mandy Prowse

Share The Knowledge
A world of engagement

Publishing

Sounds confusing to the average Joe however, to the passionate and engaged individual reading the content, it’s simply a release from reality, a dosage of interest and a valuable keepsake - a “my precious” of sorts.

Share The Knowledge
From broadcaster to coffee shop - the new role of the digital publisher

Publishing

Many marketers still think about advertising in digital media in the same way as they thought about placing ads in traditional media - consider the reach, look at the frequency, and then go with the vehicles that offer the optimal mixture of the two.

Share The Knowledge
A Day in the Life of a Newspaper in South Africa

Publishing

A newspaper takes its first breath on its passing from seller to buyer and from that moment its unpredictable journey has begun.

Share The Knowledge
Seven Things You Should Know about e-Publishing

Publishing

Ever since Johan Gutenberg invented the printing press, the mass distribution of the written word has been used to inform, educate, entertain, and enlightened the world.

Share The Knowledge
Leveraging Loyalty to Transform Publishing

Publishing

The publishing world is a mixed bag of news and headlines. In 2009, multiple reports estimated the closure of up to 95 magazine titles. Most notable two consumer mainstays, Conde Nast's Gourmet, a foodie favorite and the bridal bible, Modern Bride, which alone saw a 33% drop in ad revenues.

Share The Knowledge