NAA unveils classified effort

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The Newspaper Association of America introduced a new branding initiative for online classified advertising at its annual conference in San Diego. In order to identify online classified ads that originate in newspapers, NAA members are asked to brand their sites with a "Bona Fide Classified" logo developed by the group. The newspaper industry is looking to protect its $18 billion share of classified ad revenue from online competitors that offer free listings in order to build new sites, said NAA VP-Classified Advertising Tony Marsella.

Copyright April 1999, Crain Communications Inc.

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