Guardian editor predicts sunset for classified ads

The editor of the Guardian, Alan Rusbridger, predicted to an audience of his peers that classified advertising could disappear from newspapers by 2020.

Taking part in a panel at the Society of Editors meeting in Glasgow, he said classified adverts from the Guardian print edition were declining by about 9% a year while internet advertising on Guardian Unlimited was growing by about 50% each year - but from a much lower base.

The Guardian was attempting to overcome the problem by launching Guardian Recruitment Services, a full recruitment organisation rather than just a classified advertising service.

He also commented on the paradoxical relationship between traditional media and new media like Google.

"Nobody in newspapers can decide if Google is the friend or their enemy. The friendly bit is that they drive lots of traffic back to us and we might be able to monetise that. What's happening at the moment is that Google is hovering up stupendous amounts of money on the back of our content."

Robin Esser, executive managing editor of the Daily Mail, agreed. He said that the internet was not zero sum, but added to the mix, rather than automatically taking away from other media. He said that Google News would have to pay content providers if it used their work.

"If showing the full body of copyright work we would have to licence that."

Rusbridger said the future for newspapers was one beyond text. Last week the Guardian was on eight platforms ranging from a video report on Newsnight to podcasts on iTunes.

"I don't spend time losing sleep over whether there will be a paper or not because there is nothing I can do about it."

He predicted that reporters will work in at least five media and networked journalism would see professionals and amateurs working together to get the real story, but he left open the question of who would edit it.

"I think you have to prepared to be surprised and you have to experiment like mad."

Other speeches and comment from the Society of Editors conference can be read at its website.