The , which receives 19m page impressions a month, according to ABCe, will use a new commercial model to display ads on a free-to-view basis, as the company seeks to compete with other online services such as eBay.
New features of the Loot website to be launched in October will include one free picture with each ad, with up to four additional pictures at £1 each, a free link to a map showing the location of the seller, and priority listing to ensure a seller's paid-for ad appears above a free ad.
Jo Earl, Loot's marketing director, said: "The Loot relaunch will be supported by heavyweight marketing activity targeting key sales areas. The two-month integrated campaign will include liveried taxis, bus sides, and roadside six-sheet ads."
Along with the advertising campaign, print activity will appear in sister Associated title Metro in London and Manchester as well as the first CRM programme and online search engine activity. This will be backed by a series of PR events supporting key categories including property, motoring and music.
Loot has also launched a new ad search and placement service called Loot Txt. It lets customers place ads by sending a text message, as well as being alerted when an item they are looking for is being advertised.
Earl added: "Loot Txt is designed to complement the existing services offered by our contact centre and website, by allowing faster and easier interaction with Loot for our customers."
The newspaper redesign will feature a new front cover, and different category names, and for the first time white paper stock will be launched alongside coloured paper. Loot was acquired by Associated Newspapers in 2001.
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