In this article a survey about one of the hottest market on Internet: online classified ads. With Google and Microsoft now offering free classifieds, Craigslist ( http://www.craigslist.org ) and its free classifieds growing into an international force, and EBay investing more than $1 billion in classified advertising sites worldwide, this market can be considered the new Eldorado.
Free online classified ads market starts in 1995 when Craig Newmark began sending friends in San Francisco e-mail messages with lists of local events. This became Craigs List, a massive not-for-profit community service which has expanded across the most important cities in the United States and many cities in other countries. The service gets 4 billion page views and 10 million unique visitors every month, with a staff of just 21. Annual revenue of Craigslist approached $10 million .
In Europe in 1999 Het Goed Beheer BV, a company that owns second-hand retail shops in The Netherlands, founded Marktplaats.nl ( http://www.marktplaats.nl ), a website where buyers and sellers can meet to trade a wide array of items, from clothing and collectibles to cars and household items.
Today it is the most popular classifieds website in The Netherlands with more than one million listings at any given time. In 2003 they launched an international version of the service, Intoko.com, into Spain and Germany, shortly followed by Canada and Turkey.
In November 2004, eBay acquired Marktplaats.nl from HGB. Ebay paid 225 million for a company that was estimated at the time to be turning over 12 million a multiple of 18.8 times turnover, against a norm for newspaper companies of around 3.2.
It is clear that eBay is confident that the Marketplaats business model will work across the world, and that further expansion will justify their heavy investment. Marktplaats.nl was only an acquisition of Ebay in the classified ads space:
on August 13 2004 eBay took a 25% stake in Craigslist;
in February 2005 Ebay launched Kijiji (http://www.kijiji.com ), a Craigslist clone for posting local classified ads;
in May 2005 eBay acquired Gumtree, a network of UK local city classifieds sites;
on May 18 2005 eBay acquired the Spanish classifieds site Loquo;
at the end of June 2005 eBay acquired the German language classifieds site Opus Forum;
In little market like Italy classified ads are hot too. Trader Classified Media, one of the largest classified advertising companies in the world, has recently finalised the acquisition of Annuncigratuiti.it (classified ads site with about 70,000 listings) for 1.4 million. Moreover, a Kijiji clone, Annunci.net ( http://www.annunci.net ) is starting its activities in Italy.
With this market it is clear that some advertising is moving from print to online, and it can only be assumed that this trend will continue relentlessly. Most of the classified market will shift to the Internet. The competition on the Internet is more intense, causing lower margins, with lower profitability of printed product.
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