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Trading Post Goes Online & Off Print

October 2nd, 2009 · 8 Comments

In 1966 Margaret Wilkins and Charles Falkiner established what was destined to become Australia’s most popular classified medium The Trading Post.

The publication continued to grow across Australia gaining exceptional circulation figures in all Australian states. So much so that in 2004 Sensis purchased the business for $636 million, a tidy sum by any standards.

Telstra has confirmed that the Print version of The Trading Post has now been scrapped in favour of the online version. The decision to put The Trading Post exclusively online had nothing to do with saving paper or reducing the carbon footprint of the Sensis juggernaut. It simply came down to numbers.

Sensis reports that whilst there has been a 30% increase in the number of online ads placed on The Trading Post website, there had been a corresponding 50% drop in ads placed on the printed version.

And so the trend continues. Last January we saw another Australian printed icon, The Bulletin cease publication after 128 years of being a leading Australian news magazine. There have been many others and there will be a lot more as time goes on.

Why you ask……. The answer is one word…… Google.

I can just see the traditionalists damning the internet giant for changing the media landscape to the click of a mouse instead of the turn of a paper page. But it’s not Google who have done this – it’s us, the people who use the search technology that Google, and to a lesser extent Yahoo & Bing, provide which allows us to find what we want when we want it, online 24/7.

Be it news, the closest doctors surgery, the definition of a word or very sexy lingerie gifts. Google will deliver you a swag of results in less than a second and all you have to do click and read.

If you are a business owner and your products or services are not being found easily online then you really do have a serious problem. In most cases however this problem can be overcome for little or no outlay depending on your individual circumstances.

Contact the Search Engine Marketing specialists at dLook and let us show you how to get found online with Google, Yahoo and Bing.

Tags: google · Online Advertising

8 responses so far ↓

  • 1 Tony Andrew // Oct 20, 2009 at 9:32 am

    Very sorry to see the paper version go – I’ve been using it since Charles was answering the phone himself.
    He said then that one day the post would be bigger than the SMH.
    What about the many people who don’t have or want a computer, surely there can be a workable system to cater for them. (ie order system via their newsagent etc)

  • 2 Sandi // Oct 20, 2009 at 9:52 am

    Tony, unfortunately, you are in the minority if you are part of those who do not care for technology. It’s like mobile phones – gone are the days when they were “just” for yuppies. Everyone is expected to have one.

    Goodness, there isn’t even a landline phone number in my household anymore…. and I’m not the only household.

  • 3 Joan // Oct 20, 2009 at 10:18 am

    The Local Trader is growing very big in the central coast & hunter regions and is available in most areas of NSW, may take the place or even get bigger than the Post. I placed an ad and received a huge response. It is not online.
    I think the Post people have forgotten their traditional loyal readers they seem to think everyone is computer savvy.

  • 4 Karen Wallis // Oct 20, 2009 at 11:17 am

    Sorry to see the Trading post paper edition become defunked. Have had great enjoyment over the years purchasing Trading Post and leisurely browsing through the paper over the weekend when looking for a bargin or specific item. Will miss this ritual very much.

  • 5 Sudipta // Oct 20, 2009 at 11:37 am

    Joan, surely there would be some people who would love to have the print version, but business has to look for volume and choice of the majority population. Can you imagine steam engines start pulling trains or horse driven carriages replace the cars? There would be few for entertainment, not a mainstream phenomenon.

  • 6 Claude // Oct 26, 2009 at 12:56 pm

    I am a regular seller on the trading post for the past 5 years, since the trading post newpaper printing was taken off, i Havent had not even one inquiry about any of my items listed in the online classified.
    I wonder why they did that, stupid move telstra, am never advertising with the trading post anymore, simply coz there rnt any customers getting in contact…

  • 7 John // Nov 17, 2009 at 1:29 pm

    I too spent many a weekend ‘shopping for bargains’ not always buying things I had planned on purchasing, just random things that caught my eye – I have never used the online version even though my whole life is spent on the computer… very sad day :-(

  • 8 Paul // Jan 14, 2010 at 5:29 pm

    I’m in my 30s and am a print comsumer, and an online consumer. Today I bought 2 print classified products and now I looking at stuff online. Print still has a place in my life. I worked at the Post for 7yrs until I got made redundant. Unfortunately, I disagree that online has killed it. The print version was prematurely scrapped before they made a strong market presence with their own online site – and a lead up was made to actively discourage customers placing print classifieds by raising prices substantially for an ad. The future may be online, but I believe the Post could have continued in print for a few years to come. Many former employees know that for the last 2 or 3 years there was some severe mis-management of resources that lost them a lot of customers. In addition, revenue was moved around from print to being masked as online for a long time. I’ve been told that their website is struggling a bit now. Luckily for me, a new publication started up within a week of the Post going and grabbed my entire team. It’s doing very well indeed.

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