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Craigslist Poised For $81M Revenues In ‘08; Could Top $100M: Report; Facebooks vs Craigslist

By David Kaplan - Thu 03 Apr 2008 08:28 AM PST

Craigslist stands to bring in $81 million in revenue in 2008, according to a report by researcher Classified Intelligence. If that comes true, it would represent a 47 percent gain over Craigslist’s $55 million revenues for 2007. Despite a growing challenge from eBay-owned community postings site Kijiji.com, which launched in a number of U.S. cities last summer after establishing itself in Canada and Europe, CI believes Craigslist could top $100 million in revenues if it continues to add fees and site enhancements.

Peter Zollman, founding principal of CI and the report’s author, praises Craigslist’s ability to generate as much money as it does, considering it has just 25 employees and charges below-market rates for its ads - roughly, $25 to $75 for job posts in 11 markets, $10 for apartment listings in New York. Zollman: “What’s more amazing is that frequently when it adds fees, it improves the product and makes its users and customers even happier.”

Although Craigslist, which has a presence in 450 markets, acts like a non-proft in some ways, it has been pretty aggressive on challenging traditional newspaper publishers for classified listings revenues and maintaining its lead against potential rivals. One example cited by Zollman in the report includes the recent introduction of five non-English sites – French, Portuguese, Italian, German and Spanish. Release

-- Update: The full report (not available online) details how far Craiglist has come: in 2003, the company generated about $7 million in revenue. As it now stands, each month Craigslist nets 9 billlion pageviews, posts over 30 million new classified ads and features at least 2 million job listings. The report also outlines the challenges Craigslist faces as it grows, faces competition from other startups like Quebec’s LesPac and Tucson, AZ-based Freecycle. I spoke to CI’s Zollman about that and the reports other findings and his thoughts on whether Craigslist would ever consider being acquired. More after the jump.

-- Driving growth: The expected 47 percent revenue boost CI is anticipating for Craigslist is not due to the addition of the specialty language sites or any of the new cities that they’re now charging to run ads on. It’s based on current charges in the 11 markets and the apartment ads in New York City. Zollman: “If they added another three or four markets just in recruitment in the near term, that would probably get them to top $100 million in annual revenue.”

-- Subtle response to competition:  Craigslist’s non-profit ethos - although it is clearly “for profit” - is critical to their ability to continue to attract users and advertisers. Maintaining that stance is only going to become more difficult as it grows. “Craiglist claims not to worry about competition, but I think launching five separate language sites is at least a subtle response to the moves by a mix of fee-based and free classified sites like Zillow, Move.com Autotrader.com and sites like SFGate, which operate along with a newspaper publisher.”

-- Ultimate value?: Zollman: “I don’t want to pull numbers out of thin air, but if Facebook was worth $15 billion, what is Craigslist worth? It earns considerable revenue and a widely respected brand and ethos. But valuation is irrelevant if you’re not selling, unless you think of it as a fun exercise, and there’s no indication that Craigslist is willing to sell. It’s just the opposite, in fact. Number two, if it was purchased by a giant conglomerate - or anyone that has $1 billion or $15 billion in his back pocket - in some important ways, it wouldn’t be Craigslist anymore.”

Posted in: Advertising, Marketing, Classifieds, Media, Newspapers

Tags: craigslist,

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8 Responses:
  • From John F. Greenman Thu 03 Apr 2008 02:00 PM

    Craigslist is hardly remarkable. With a global reach, it brings in less than $100 million dollars from helped wanted and real estate classifieds on a cheap platform that, for the most part, hosts free private party ads. A single, regional U.S. metro daily newspaper brings in more. Indeed, the pure-play help wanted site monster.com, owned by Monster Worldwide, brought in $1.4 billion in revenue last year, a 21 percent increase over 2006. So why the continuing, breathless coverage of Craigslist? It’s a minor matter.

  • From Dean Miller Mon 07 Apr 2008 06:35 AM

    Craigslist is remarkable for the destruction it sowed with the wide-eyed assistance of credulous journalists.
    Craigslist’s “non-profit ethos” is a testament of the mark’s persistent gullibility long after the scam is done.
    I have a bridge for sale for the reporters who find his utopian model groovy.
    What a laugh he must have at our expense…

  • From frank joe Fri 11 Apr 2008 11:58 AM

    I will like to know what you people actually sells

  • From craigslist Wed 16 Apr 2008 12:02 PM

    I think that as kijiji gets bigger it is lowering the value of craigslist. Once there are alternatives I think something becomes less valuable.

  • From SEO Copywriter Fri 18 Apr 2008 11:34 AM

    I think that the power and remarkable nature of Craigslist in comparison to other sites lies in its simplicity. Craig built Craigslist into a true competitor of other venues that are run by corporations, and has been very successful at filling in gaps where larger companies had failed.

    And yes Kijiji has been launched as well as a hundred other sites, but Craig did it first and to date, he and his employees have done it best. It’s usable, affordable, and built in large part by the people. These three things (along with some others) is why Craigslist continues to grow at newsworthy speeds.

  • From bavb Tue 22 Apr 2008 02:14 PM

    The reason people are upset by Craiglist’s lack of concern for money is because they still are able to make money while holding this attitude; and while serving people not stockholders. THAT attitude is most criminal in the Monitization of Everything world we live in.

  • From Dale Peskin Thu 24 Apr 2008 10:43 AM

    Publishers underestimated Craigslist once with devastating results. Newspapers, which derive nearly 80 of their revenue from classified advertising, lost half or more of their lucrative classified business over the past five years, a loss that now threatens the economic stability of the industry.  So while, as my friend Mr. Greenman suggests, Craigslist may not be remarkable for the amount of money it takes from a single, newspaper market it is hardly an inconsequential matter for local publishers. Were it not for its mostly free, somewhat non-profit model, Craigslist could do greater damage. Now the question is whether publishers will make another, perhaps fatal mistake by missing the point of the Craigslist experience. Which is that “in a way anyone can do what we do,” according to the quirky Craig. That may not be entirely true, but it is enough true to crush a feudal business predicated on controlled distribution and an arcane classification system for categorizing commerce among and between people. It is the emergence of everyone as an online broker in an open, connected marketplace that warrants coverage, breathless or otherwise.

  • From Dale Peskin Fri 25 Apr 2008 08:36 AM

    Publishers underestimated Craigslist once with devastating results. Newspapers, which derive nearly 80 of their revenue from classified advertising, lost half or more of their lucrative classified business over the past five years, a loss that now threatens the economic stability of the industry.  So while, as my friend John Greenman suggests, Craigslist may not be remarkable for the amount of money it takes from a single, newspaper market, it is hardly inconsequential. Were it not for its mostly free approach, Craigslist could do much greater damage. Now the question is whether publishers will make another, perhaps fatal, mistake by missing the point of the Craigslist experience: shifting trust in the digital marketplace. Craig Newmark may be a mensch, but he is THE trusted face of online classifieds, an always-on customer-service celebrity with the world’s biggest buddy list. “Trust is the new trust,” is how the enigmatic Newmark once explained it to me. What he means is that in an environment where anyone can do what he does, the authentic expression of trust is the key differentiator. That may not be entirely true, but it is enough true to crush a greedy, feudal business predicated on controlled distribution and an arcane classification system for categorizing commerce among and between people. It is the emergence of everyone as an online broker in an open, connected marketplace that warrants coverage, breathless as that may be

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