Exchange & Mart to end print publication & focus online

Historically, Exchange & Mart was one of the key UK print publications if you wanted to buy & sell cars, caravans and numerous other categories. With declining print circulation & revenue they have announced that they are to end print publication & focus exclusively online. It's the latest example of how the internet has become the first place that people go to when they want information or to buy a wide range of products. 

Cut costs

For Exchange & Mart it significantly cuts their costs as sellers 'publish' their own content & upload images. It cuts out print & distribution & reduces labour costs. 

Solve customers' problems & provide additional "low cost" value

Customers (sellers) benefit as they can reach an audience of 1M visitors a month for just £5 (for private sellers). Buyers benefit as they can access the data for free, without buying the magazine. It is also:-

• more up to date, rather than a weekly publication
• easier to search for a specific specification
• possible to set up alerts to advise you of cars for sale that meet your specification

So overall everyone wins, apart from the print industry and sadly, the 80 staff who may be made redundant. 

Key learning for companies large and small

Conduct regular reviews to identify how could you use the internet to:-

• create more value for your business?
  
• cost effectively attract target prospects & convert more of them to become valuable customers?
• cut your existing costs to serve customers?
• provide new services / additional value to customers?
• grow customer lifetime value?

If you need some help on this, contact a web marketing expert.

 

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.