City NRI comes up with novel portal | india | Hindustan Times
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City NRI comes up with novel portal

SPILLOVER - A paid message?s transgression beyond the targeted segment, poses one of the biggest headaches for advertisers. Put simply, spillover is when you, male reader, are bombarded with the virtues of Kotex on the idiot box.

india Updated: Apr 05, 2006 14:32 IST
Saeed Khan

SPILLOVER - A paid message’s transgression beyond the targeted segment, poses one of the biggest headaches for advertisers. Put simply, spillover is when you, male reader, are bombarded with the virtues of Kotex on the idiot box.

Uncomfortable as the ad may be for you, it is even more so for the manufacturer. He, after all, pays for your viewership too; knowing fully well you will never actually buy the product. Advertisers, particularly those targeting specific linguistic or geographical categories, say, classified matrimonials, have long grumbled about being charged for unwanted ‘eyeballs’.

Now, help finally seems at hand. Indore-born NRI Ajay Khandelwal has launched the country’s first community based classified portal, which allows advertisers to post their messages absolutely free of cost. Aimed primarily at tier two cities, the portal has already snagged 1,476 listings from all over the country since its launch last month.

The portal, which has no banners or pop-ups, currently has listings in eight categories viz; matrimonials, jobs, business/services, education/training, community, personals property and buy/sell in addition to movie reviews with an event calendar slated to begin in May.

Hosted on a Unix platform localindya.com is now mulling value-added services including the Phonebox, a system, where each ad will be allocated a temporary toll free number which will expire upon the conclusion of the advertisement duration.

A tie up with vernacular and English language newspapers for matrimonial ads is also on the anvil. As is the implementation of feedback