Edgeio will use AdStar’s software to offer print advertising upsells (on behalf of newspapers) to its new classified listing board marketplace, a free listing source. Basically, this becomes a channel for newspapers to upsell print ads to anyone going to Edgeio to post free listings.
As many newspapers are groping for ways to make money with free classifieds, creating online destinations with upsell opportunities for print ads is one way to go about it. This is another creative way for AdStar to position itself as a value-added channel for its newspaper clients to reach a larger audience of classified sellers. This raises AdStar’s value proposition and its strength as a distribution source for print, online and (as of last week) mobile ads.
For Edgeio, this is an added service it can use to attract additional traffic and listings, as content aggregation is a cornerstone of its business. It gets its content from a combination of listings that people publish directly to its site and aggregated listings scraped (by permission) from bloggers, individuals and Web site developers that have listings on their own sites. It currently has about 100 million listings from 162 countries.
Financial terms weren’t disclosed, but it’s possible Edgeio will receive a revenue share as a channel partner for classified upsells. The AdStar integration is scheduled to be completed in the second quarter.