One finds little risk-taking among classified-advertising managers, complains Patrick MacDonald, president of MacDonald Classifieds of Lafayette, Ind.
Classified-advertising managers have been distracted by technology and new front-end systems, Internet integration, web-width reductions and recent manpower shortages that make it hard to keep phones staffed.The result, in many cases, has been a step backward in the design of print classifieds.
Because of 50-inch web conversions, everything is being compressed and made smaller, says MacDonald
"My pet peeve is design driven by revenue rather than readers-the call-center rep suggests to the advertiser, 'Sir, I can insert a logo that will increase the readership of your ad for $20,' " says MacDonald
"There have been more advances in the past year than I've seen in the last 15, because the stakes are so high," says MacDonald