Magazine article Editor & Publisher

New Wal-Mart Classifieds Site Drops 'Arkansas Democrat-Gazette' Ads

Magazine article Editor & Publisher

New Wal-Mart Classifieds Site Drops 'Arkansas Democrat-Gazette' Ads

Article excerpt

Wal-Mart is no longer posting ads from The Arkansas Democrat-Gazette in its experimental classified advertising Web site, the newspaper reported Thursday.

Walmart.com Classifieds beta is a test site quietly launched in late May that offers free classified ads and also aggregates ads from other sources in a partnership with Oodle.com. Oodle uses a protocol to link ads from numerous sites -- the company says about 80,000 -- that give general permission to link the ads. The Wal-Mart site includes numerous ads that originated in CareerBuilder, the recruitment network established by several newspaper companies.

Oodle also has formal agreements with a handful of newspapers to give their ads wider exposure.

As with Oodle, the Wal-Mart site includes only very general information. Clicking on the Wal-Mart ad sends a user to the original site.

The Democrat-Gazette discovered its ads were being linked by Walmart.com Classifieds only when it was reported by the Arkansas Business Journal in early June. At the time, Paul R. Smith, president of the Democrat-Gazette parent Wehco Newspapers, said the paper was pondering whether or not to ask the Bentonville, Ark. …

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