SPH revamps Cats Classified section

The revamp means the Classified section will take on the identity of the respective host newspapers, such as The Straits Times (left). Readers can also look forward to articles related to the different segments (right).
The revamp means the Classified section will take on the identity of the respective host newspapers, such as The Straits Times (left). Readers can also look forward to articles related to the different segments (right).PHOTOS: SINGAPORE PRESS HOLDINGS
The revamp means the Classified section will take on the identity of the respective host newspapers, such as The Straits Times (left). Readers can also look forward to articles related to the different segments (right).
The revamp means the Classified section will take on the identity of the respective host newspapers, such as The Straits Times (left). Readers can also look forward to articles related to the different segments (right).PHOTOS: SINGAPORE PRESS HOLDINGS

Ad section adopts identity of its host newspapers to help buyer-seller searches

The Cats Classified section - a mainstay in the Singapore Press Holdings (SPH) umbrella of newspapers - has been revamped, with fresh contents and a new identity.

Starting today, it will adopt its host newspaper's identity and be known as The Straits Times Classified, The New Paper Classified, Lianhe Zaobao Classified or Berita Harian Klassified.

Each will carry listings and features that appeal most to readers of that particular newspaper, SPH said in a press release yesterday.

The revamp aims to help buyers and sellers find each other easily, it said.

Advertising features are now classified under themes such as Home Improvement, which includes listings from furnishing and renovation loans to household appliances and fire insurance.

Other segments include Car Care, catered for vehicle owners, and Travel Planner to help readers plan their holidays.

"Our aim is to bring related products and services together so that readers can find what they want in a breeze," said Mr Tan Ooi Boon, who heads SPH's Print Classified department.

"In short, we hope to become a one-stop complete marketplace."

Readers will also be able to look out for regular columns and feature articles that will offer new shopping ideas and tips on subjects ranging from lifestyle choices to hobbies to services.

The revamped Recruit segment will include tips for job seekers on how to excel at work, as well as success stories of corporate leaders.

A new Classified Concierge service is also due to be launched later this month for readers who are unable to find what they want in the Classified section.

Urging these readers to contact the department by phone or e-mail, Mr Tan said: "We have a huge database of advertisers... We will do our best to connect them to the right seller."

Several media buyers and advertisers have welcomed the changes, saying that these will help them better connect with their consumers.

Mr Jack Chua, chief executive officer of ERA Singapore, said realtors like him would welcome the launch of the new marketplace for home buyers.

The section "offers a focused and targeted reach, making it an effective advertising media to reach out to the right readers at the right place", he added.

Meanwhile, Mr Edwin Koh, head of corporate affairs at real estate giant Far East Organization, said: "The Straits Times' Classified platform has been a longstanding and effective channel through which we have been able to reach our customers.

"It provides visibility for our diverse real estate products... We welcome the improvements to this platform and look forward to participating in this vibrant marketplace to better connect with our customers."

Human resource practitioners have also applauded the revamped Recruit section.

Ms Shirley Wong, deputy general manager for human resource at non-profit organisation Metropolitan YMCA Singapore, said she liked the "insightful and updated editorial content" of the new look Recruit section, which has helped with attracting talent to her organisation.

She added: "Its regular thematic feature offers the public a comprehensive overview of an industry, making it a good platform for advertising and publicity."

WALTER SIM