What can we learn from classifieds web sites? Are there some features, strategies that could apply to online news media? On Google.fr, one of the most searched terms is “Le bon coin” (the good spot). (1) Leboncoin.fr, is a free classifieds site that ranks n°7 on the French market. It generates stunning monthly numbers:
- 4bn page views (a big news site makes between 100-300m pages views)
- 9.4m unique visitors
- 1:10 hour spent per visitor (vs. 16-20 minutes for online newspapers)
- 38 pages views per visitor
- for each visit, a viewer will look at 37 pages, and will stay 16 minutes on the site
- every single day, 300,000 new classifieds are posted by 200,000 users
- in a single month, more than 2m people will place a classified ad.
- the site carries an inventory of 9.5m classifieds (vs. 0.8m for ebay.fr).
All of this has been achieved in three years and by a team of 15. Leboncoin is part of a European strategy developed by the Norwegian media group Schibsted ASA: it started with Blocket in Sweden, and expanded to Segundamano in Spain, Subito in Italy, and more recently Custo Justo in Portugal. In France, Leboncoin is a co-owned with Spir Communication (2).
After a careful look at this business and lengthy discussions with Leboncoin’s general manager’s Olivier Aizac, here are some ideas worth considering for news sites.
1 – Simplicity. All these free classifieds websites share the same concept of a bare-bones interface: a map of the country divided by region. Unlike eBay where you pay first, then struggle to retrieve your item, here, you are strongly encouraged to deal in person; hence the local and sometimes hyper-local approach. The search mode has proved its efficiency: you select region, postal code, 40 categories, and price. One sign such clarity is key: eBay copied it for its classifieds business.
2 – Confidence in the concept. In other words: “our brand, our users”. When free classifieds took off, so-called “meta search engines” appeared. Like Google News for the news, meta engines aggregate classifieds from other sites, make them accessible through a good search interface and send traffic back to the original sites. In the process, they make lots of money thanks to Google text-ads. In France, one of the biggest such meta engines is Yakaz: it carries about 3.3m classifieds from a thousand sites. This fast growing site is well served by a remarkable search interface (Leboncoin’s search is weaker: it generates lots of noise, i.e. unwanted ads). “We quickly decided that we’d be better off building our own traffic”, explains Leboncoin’s Olivier Aizac, 35. “We prevented Yakaz and the like to crawl our site. These guys built their brands on the back of others. In the beginning, they send traffic back to you, for free. Then, once you’re hooked, they propose to charge you by the click for the traffic they funnel back to you. We believe it is not in our best interest to help them since we might end up competing head-to-head”. This has to be compared to the way publishers attempt to manage their relationship with Google. These publishers keep trying a wobbly dual (neither completely for or against) strategy directed at aggregators: see a previous Monday Note, The misdirected revolt of the dinosaurs.
3 – Exclusive, proprietary value proposition. “We spend a great deal of our brain cycles thinking in terms of what is really exclusive to our concept, and how to keep it that way”, says Aizac, who is a business school graduate and an avid news consumer. He believes that online newspapers haven’t worked enough to develop and display their uniqueness. (To a large extent, he’s right: under the pretense of adhering to established “users habits” and “navigational codes”, news sites do not look for differentiation, their structures are too much alike).
4 – It’s the software, stupid. Leboncoin serves 150m page views per day, roughly 2000 pages per second. That’s about 30 times the rate of a news site. Despite these numbers, leboncoin is lightning fast. Its software is written is C language, much faster than PHP for instance, but more complicated to write and maintain. “Media have a content approach, say Aizac, we have a software one”. He suggests that news medias remain in some kind of post-Gutenberg thinking and that they need to reframe their view by being much more software driven. (I can’t agree more: medias should bring in more software engineers, search, language and data-mining specialists, the ROI is guaranteed).
5 – Free… with paid-for options. Here is an interesting bit. On each euro leboncoin makes (for 2009 revenue, expect a triple digit growth on last year’s 5.5m€, says Aizac), about 40% comes from advertising (Google ads and banners); 20% from services to professionals (real estate brokers who post listings of properties); and another 40% from paid-for options. The idea: people who sell their stuff have different needs. Some are in a hurry and want to quickly unload their items; others face serious competition on their local market (used cars, for instance); some must move large inventories. For each, there is a service, priced from €1.50 to €4.00. These services keep a classified at the very top of a page, or allow it to be modified at will, to be labeled it as “urgent” (usually pointing to good bargains), etc. Leboncoin’s development staff spends time fine-tuning such options. The idea is to increase the number of sellers who see it’s in their interest to pay for these services. “Between advertising and paid-for options, we don’t know what will be mix in the end”, says Leboncoin’s boss. “But we are going to test everything: new options, pricing, efficiency”.
In our discussion, Aizac suggested that online news sites should consider the same approach: a free basic service supplemented by a vast array of low-price, paid-for services targeted to the heaviest, most hurried, or semi-pro users. It is all about testing & learning. Something that big medias are still woefully shy of.
—frederic.filloux@mondaynote.com
(1): It ranks n°9 after Facebook, You Tube, Jeux (Games), You, Yahoo, TV, Orange, and Meteo (weather forecast). Leboncoin is also the third fastest growing search term for 2009(A question in passing: Who is dumb enough to search for Facebook on Google?)
(2): Schibsted also co-owns with Spir the free daily 20 Minutes which I edited between 2002 and 2007. Then I’ve been working for Schibsted International over the last two years. –
Related columns:
- WSJ.com’s audience jumps at records high. Newsroom integration works The online version of the Wall street Journal is roaring. According to its editor, Alan Murray, quoted in the business monthly Portfolio , WSJ.com got 15 million unique visitors (UV) in March, a 175% jump over a year ago. In page views, figures for the same month came at 165m a 75% increase. Those figures [...]...
- The rise of the nomadic web browsing “Welcome to the Weekend Web”, said Business Week. Internet browsing differs from weekdays to weekends. In this story, Google Mobile’s chief says that the biggest part of traffic on the search giant’s mobile sites occurs Saturdays and Sundays. The weekend’s mobile web promenade involves mostly classified and local sites. Among them (on the US market), [...]...
- Software: how do you compete with free? That’s the question Steve Ballmer, Microsoft’s CEO, is trying to answer every morning when he goes to work. On the server software side, Windows Server is doing well, especially with the Exchange e-mail server and the unheralded but very good collaboration server, SharePoint. These products have matured, they’re relatively easy to set up and manage [...]...
- Learning from the Obama Internet machine From the very beginning, the Obama campaign met the standards of modern entrepreneurship: a clear goal (get to the White House), a strong leader (Barack), a simple pitch (Change) — and it needed cash, lots of it. And, unlike the Iraq war, it had a preset deadline, the close of business Tuesday November 4th. Not [...]...
- Free press — The success of New York free papers amNewYork and the local edition of Metro have found their niche in the Big Apple. The first one is profitable, with a revenue estimated to $18m-$20m and undisclosed profit. amNY is helped by its shareholder, Tribune Inc., which allows the free paper to reprint stories from Newsday and to benefit from its printing plan. Amazingly [...]...
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======== =====
Xperia X10 Mini pro @
Vivaz / Vivaz Pro @
Sony Ericsson Aino @
Sony Ericsson X10 @
Sony Ericsson SATIO IDOU@
Sony Ericsson XPERIA X2 @
Sony Ericsson XPERIA X3 @
Sony Playstation3 Slim 180GB @
Microsoft Xbox 360Elite @
SAMSUNG PHONES:
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Samsung OMNIA PRO @
Apple Mac Book Pro:
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Apple Macbook Pro 17/2.33/2G Intel Core 2 Duo @
Apple Macbook Air 17/2.4Ghz/160 Intel Core 2 Duo @
Apple Macbook Mb990 13.3 Aluminium Ultimo Modelo 2009 @
Ultra portable Acer Ferrari 1000 @
DIGITAL CAMCORDER:
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Canon XH A1 Mini DV Digital Camcorder @
Canon GL2 Mini DV Digital Camcorder @
Canon XL H1 HDV Digital Camcorder @
Pioneer Pro DJ Mixer (Black) @
Pioneer 96Khz / 24 bit digital mixer. @
Pioneer Professional DVD Turntable @
Pioneer Pro DJ 96Khz 24bit Mixer @
Pioneer Professional DVD Turntable @
Pioneer Djm-800 4 Channel Dj Mixer W/midi @
Terms & Conditions:
Please when making inquiry via e-mail, kindly provide a valid contact TELEPHONE NUMBER, this is to reduce online crime as signed under the agreement of the NEW SCOTLAND YARD*/(UK INTELLIGENCE AGENCIES).Police Home Office, UK Central Authority. A+ LTD reserves the right to control the quantity of any items offered for sale.
Mr. Nicolas M. Greg,
Marketing Executive,
aplusmobileltdbonanza@hotmail.com
A+ Ltd| Copyright 2010|. All right reserved.®
Es bueno aprovechar esta oportunidad de introducir la electrónica móvil Punto de un exportador y distribuidor líder de productos electrónicos Teléfonos móviles, tales como instrumentos musicales, teléfonos móviles, Xbox, Play estaciones, portátiles, etc
Agarra Este Fin gran oferta de venta Promo Año Con Disscounts Gran Regalo Y Excursiveness como / Artículos gratis / Cap de productos Máscaras / T de productos – camisa / Llavero de productos y mucho más …
COMPRA 2 GET CUALQUIERA DE NUESTROS PRODUCTOS DE LIBRE 1 AS DISCOUN
Nokia X 6 16GB………..$ 400usd
Nokia n900……………….$350usd
Nokia N97 32GB……….$ 300usd
Nokia N96 16GB ………………..$ 270usd
Nokia N95 8GB ………….$ 250usd
Nokia N95 ……………….$ 270usd
Nokia N81 8GB …………$ 250usd
Nokia 5300 XpressMusic ……………..$ 200USD
Nokia 5800 XpressMusic…………….$ 260usd
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BlackBerry Storm 9550 II ……………. …… $ 300
BlackBerry Curve ……………. …. $ 260
Blackberry Bold 9000 II……………. .. $ 250USD
BlackBerry 8830 ……………. ……. $ 240USD
BlackBerry Curve 8350i …………. $ 240USD
Blackberry Storm 9500 pantalla táctil .. $ 270USD
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Iphone 4GB ………….$ 200USD
Iphone 8GB Version 1.1.3 ……….$ 230usd
Iphone 3G16GB Version 1.1.4 ……….$ 250usd
Iphone 3GS 16 New Software Version 2.0 ………..$ 200usd
Iphone 3G-S 32GBNew Version Software ………..$ 350usd
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Samsung B & O Serenata F318 ========$ 400usd
Samsung i8910 Omnia 16GB HD =====$ 320usd
Samsung i900 Omino=== $ 300usd
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HTC HERO Unlocked======$400usd
HTC MAX 4G Unlocked=====$400usd
HTC Touch HD==========$350usd
HTC Advantage X7500=====$350usd
HTC Touch Diamond======$330usd
HTC Touch PRO==========$350usd
HTC Touch Cruise========$310usd
HTC TyTN II=====$300usd
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Sony Ericsson Aino ………$ 300usd
Sony Ericsson Satie (Idou )…….$ 340usd
Sony Ericsson W1 Unlocked ….$ 400usd
Sony Ericsson C905 ……………$ 250usd
Sony Ericsson XPERIA X1 ……$ 250usd
Sony Ericsson XPERIA X2 ……$ 300usd
Sony Ericsson XPERIA X10 ……$ 400usd
PIONEER::
PIONEER CDJ-1000 MK3 PLAYER…….. 400.00 EUR
PIONEER CDJ-800 MK3 PLAYER ……… 330.00 EUR
PIONEER CDJ-1000 MK2 PLAYER …….. 200.00 EUR
PIONEER CDJ-800 MP3 MK2 PLAYER ……… 250.00 EUR
PIONEER DJM 1000… 450.00 EUR
PIONEER DJM 800….. 400.00 EUR
PIONEER DJM 600…. 300.00 EUR
Pioneer DVJ-X1 DVD …….. 450.00 EUR
Pioneer – SVM-1000 Digital Video Mixer…………….. 1000.00 EUR
DRUMSET::
Mapex Pro M 7-Piece Fusion Pop……….. 280.00 EUR
Ludwig Classic Maple 4-Piece Drum………. 700.00 EUR
Mapex Saturn 6-Piece Studio Drum Set Electric Blue………. 450.00 EUR
Ludwig Accent Fab 4 4-Piece Drum Set……….. 350.00 EURd
Mapex M Birch Studio 6-Piece Studio Drum Set………….. 320.00 EUR
Pacific LXE Series 5-Piece Tiger Ash Red Finish Drum Set w/ Black Hardware…. 400.00 EUR
Tama Superstar 7-Piece Double Bass……………………… 300.00 EUR
Roland TD-20S V-Pro Electronic Drum Set———— 850.00 EUR
Roland TD-12S V-Stage Electronic Drum Set———— 690.00 EUR
Roland TD-9SX V-Tour Electronic Drum Set ———— 650.00 EUR
Roland TD-6SW V-Tour Electronic Drum Set———— 600.00 EUR
Roland TD-3SW V-Compact Drum Set———— 350.00 EUR
DIGITAL MIXERS:
YAMAHA DM1000V2 DIGITAL MIXING CONSOLE ……………. 1500.00 EUR
Yamaha O2R96V2 Digital Mixer …………………… 2200.00 EUR
Yamaha PM4000 Console Digital Mixer…………. 4900.00 EUR
YAMAHA DM2000V2- DIGITAL CONSOLE ………………. 6000.00 EUR
Yamaha M7CL-48 48Ch Digital Mixing Console……………….. 10,000.00 EUR
Yamaha 01V96 V2 Digital Mixer ………………… 850.00 EUR
YAMAHA PM5D Version 2 Live Sound Console Digital Mixer………………. 18,000.00 EUR
Yamaha PM4000 Console Digital Mixer…………. 4900.00 EUR
YAMAHA DM2000V2- DIGITAL CONSOLE ………………. 6000.00 EUR
Yamaha M7CL-48 48Ch Digital Mixing Console………………… 10,000.00 EUR
Yamaha N12 12-Channel Digital Mixer……………… 550.00 EUR
Yamaha N8 8-Channel Digital Mixer ………………. 350.00 EUR
KEYBOARDS:
Korg M3 M Workstation/Sampler…………………. 550.00 EUR
Korg Pa2XPro 76-key Arranger Keyboard…………….. 650.00 EUR
Korg TR61 61-key Workstation…………….. 380.00 EUR
Korg M3 73 73-key Workstation/Sampler…………….. 620.00 EUR
Korg M3 61 61-key Workstation……………………. 600.00 EUR
Korg PA50 Arranger Workstation………….. 300.00 EUR
Korg X50 Synthesizer………………. 280.00 EUR
KORG PA800 PRO ARRANG ……………… 650.00 EUR
Korg TR88 88-key Workstation ……………….. 450.00 EUR
KORG TRITON TR61……………… 390.00 EUR
Korg Pa500 61-key Arranger Keyboard ………………. 520.00 EUR
Korg CX3 Digital Drawbar Organ………………. 540.00 EUR
Korg RADIAS Synthesizer………………… 440.00 EUR
Korg OASYS 88 88-Key Workstation …………………. 2100.00 EUR
Korg NC-300 88-Key……………………. 550.00 EUR
Korg TR-76 76-Key Keyboard…………………. 58.00 EUR
Korg M3 88 88-key Workstation ………………… 850.00 EUR
YAMAHA MOTIF::
Yamaha MOTIF XS8 88-Key Synthesizer………. 3,000 Euro
Yamaha MOTIF XS6 61-Key Synthesizer ……. 2,300 Euro
Yamaha MOTIF Rack ES ……………… 1090 Euro
Yamaha Motif XS7 76-Key Workstation …………..1,700 Euro
Yamaha PSR-S900 61-Key Arranger Workstation …1500 Eur
SONY CAMCORDER CAMERAS:
Sony DCR-HC46E (PAL) Camcorder ……$ 210
Sony DCR-HC96E (PAL) Camcorder ……$ 350
Sony DCR-HC26E (PAL) Camcorder …….$ 170
Sony DCR-DVD755E (PAL )………$ 320
Sony DCR-DVD705E (PAL) Camcorder ……$ 250
Sony DCR-DVD605E (PAL) Camcorder …..$ 150
Sony DCR-HC36E (PAL) Camcorder ……$ 120
Sony DCR-DVD805E (PAL) Camcorder …..$ 400
Sony HDR-HC3E (PAL) Camcorder …..$ 500
Sony HC3 (NTSC) Camcorder ………$ 650
Sony DCR-PD170 (NTSC) Camcorder … $ 1400
Sony DCR-PC1000 ……………..$ 600
CANON CAMCORDER CAMERAS:
Camcorder DC 20 ….$ 200
Canon Camcorder DC 10 ….$ 300
Canon Camcorder XL2 ……$ 2300
1300 Canon Camcorder XM2 …….$$
PANASONIC CAMCORDER CAMERAS:
Panasonic GS180 (PAL) Camcorder … $ 200
Panasonic GS500 (PAL) Camcorder ….$ 380
Panasonic VDR-D250 (PAL) Camcorder .. $ 260
Panasonic GS17 (PAL) Camcorder .. $ 100
Panasonic GS27 (PAL) Camcorder … $ 130
Panasonic GS57 (PAL) Camcorder
Panasonic VDR-D300 (PAL) Camcorder .. $ 450
Panasonic NV GS-200 3CCD digital camcorder $ 120usd
Panasonic GS47 (PAL) Camcorder …..$ 120
Panasonic VDR-D150 (PAL) Camcorder … $ 150
Panasonic SDR-S100 (PAL) Camcorder … $ 380
JVC CAMCORDER CAMERAS:
JVC Camcorder MG20 ………………$ 300
JVC Camcorder MG50 ………………$ 400
JVC Camcorder MG70 ………………$ 300
JVC Camcorder GZ MG500 …………..$ 240
JVC Camcorder GRD 250 ……………$ 220
JVC Camcorder GRD 270 ……………$ 120
JVC Camcorder GRD 290 ……………$ 150
CamcorderMG30 ………………$ 320 JVC
JVC Everio Digital Media Camera GZ-MC100 $ 1000usd
NIKON CAMERAS:
Nikon D90 12MP DSLR Camera: $ 300usd
Nikon D700 12MP DSLR Camera: 800usd
Nikon D3 12.1MP DSLR Camera $ 900usd
Nikon D60 10MP DSLR Digital Camera: $ 300usd
Nikon D300 12MP DX DSLR Professional Camera: $ 600usd
Nikon D200 10MP Digital Camera Kit: $ 850usd
Nikon Nikkor AF-S VR 200-400mm f/4G IF-ED Lens: $ 1,500 usd
Nikon AF 85mm f/2.8 PC Lens: $ 700usd
Nikon AF DX Fisheye-Nikkor 10.5mm f/2.8G ED Lens: $ 250usd
Nikon AF-D 14mm f/2.8 ED Lens: $ 800usd
Nikon 85mm f/1.4D IF AF Lens: $ 600usd
Nikon 17-55mm f/2.8G ED-IF AF-S DX Zoom-Nikkor Lens: $ 600usd
Nikon AF-S VR Zoom-Nikkor 70-200mm f/2.8G IF-ED Lens: 650usd
Precio competitivo y cantidad de la orden pequeña que todos nuestros clientes tienen una buena competencia.
Si usted está interesado en favor móviles respuesta para nosotros lista de precios. Y tú también puedes agregarme a MSN chat.We Aceptamos el pago via PayPal, Western Union Money Transfer, Money Gram Transfer y Transferencia Bancaria de compra en grandes cantidades.
Contact Name:Alomia Edgar
Mail:Electronicspoint_ltd@hotmail.com
MSN:Electronicspoint_ltd@hotmail.com
Hotmail:Electronicspoint_ltd@hotmail.com
Thank you for the link
M. Filoux,
Oh, combien je suis d’accord avec vous que les médias n’investissent pas suffisamment dans la technologie. It’s the same sad story over here in Quebec. As a former publisher and now media consultant, I have always stressed that programmers are creators as much as writers in the online world. Et que la principale concurrence des médias traditionnels ou numériques n’est pas le concurrent d’en face, mais le temps.
C’est-à-dire que les médias qui réussiront sur le temps sont ceux qui trouveront la façon de gagner mon temps, mais de me faire gagner du temps.
By the way, there is a similar success story in the free classifieds world here in Quebec. It’s called lespac.com. Ils contrôlent presque 90% du marché des classés en ligne.
It’s always a pleasure to read both of you.
Gilles
4 Trackbacks
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[...] as free classifieds is still growing in less-mature markets. In France, Le Bon Coin (see our story Learning from free Classifieds) is still growing at a triple digit rate and serving about 4.5 billion page views a month, with [...]
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