The Legacy of Print Lingers Online

The rise of news aggregation sites and online classified pages affects the bottom lines of newspapers and other traditional media companies. A handful of websites are thriving by mimicking the best characteristics of print publications.

The Drudge Report contains very little original content, but it posts breaking news and it features a wide array of news links. This simple site looks like a premillenial link farm. It is laid out like a traditional newspaper front page and it uses provocative headlines to catch your eye. The Drudge Report often drives the media narrative in Washington and boasts millions of page views. What is the secret to its success?

I think that the key is simplicity.

At the same time, online classified sites like Craigslist are attracting a growing number of ads. Since Craigslist does not charge a fee to post ads, newspapers are at a competitive disadvantage.  Craigslist offers a simple site that was looks like it was designed in the mid-90’s.  It is barely Web 1.0 yet it is wildly effective.

A proposed redesign that appeared in Smashing Magazine outlines what Craigslist does right:

• The site itself has a recognizable brand.
• It has a narrow focus. No distractions.
• It is easy to use and easy to post content.
• The site is clean and pages load quickly.