Report shows classifieds still defecting to the net

The UK's print press is losing classified advertising to the internet and the trend looks set to continue, according to a forecast by media-buying network Zenith Optimedia.

But although internet advertising is growing fast, print still takes the lion's share of the advertising market.

The report says print classified advertising was down 8 per cent in 2006 and will decrease further this year.

But Adam Freeman, deputy commercial director of Guardian News and Media, does not believe this trend spells disaster for traditional publishers, provided they can ensure that the ads migrate to their own websites.

He said: "The Guardian carries more recruitment advertising than all the other national quality newspapers put together and we have recognised the opportunities for online advertising for many years now.

"Our online recruitment revenue for the last financial year has increased by 50 per cent. The key to successful advertising on or offline is the quality of the response."

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