Online classified advertising should be a rich source of revenue for niche online publishers - whether or not they have a print publication.  Yet many struggle to build a critical mass of ads, and experience high churn.  Most online directories are targeting SMEs who don’t have the budget to create a bespoke online ad campaign.  They are highly focussed on response, and wary of an upfront investment in an unknown site.  It’s easier just to buy google adwords.  I think that publishers could learn from the way that software providers target SMEs: here’s some tips to encourage new advertisers to test your classi section that were inspired by my own experience with Constant contact, an email service provider: (more…)