The classified business isn’t what it used to be at newspapers, and it certainly lacks appeal with millennials, admits Terry Kukle, VP of business development and acquisitions, Metroland Media Group.

That’s where the company’s new app, Tradyo, comes in. Kukle says the community classified app was designed to specifically reach millennials, a group that has traditionally been hard to target for the company, which has a stable of 112 newspapers, along with websites like the digital coupon site Save.ca.

“Instead of trying to compete with Kijiji and Craigslist the way that they sell, we decided to get one step ahead and go for the mobile-only users,” says Kukle. “We are hoping to appeal to a new demographic of young millennials who are still in the space of buying and selling everything in their homes.”

Tradyo offers free listings and allows users to negotiate through an in-app private chat feature, eliminating the need for disclosing phone numbers or email addresses. It also allows users to set up alerts for items by category and within a selected geographic area or “Tradius.” When there’s a match, users will be sent a notification, and will be able to chat with potential buyers.

The app is being promoted to potential users through newspaper wraps, on campus event marketing across university campuses in Toronto, and an upcoming video pre-roll push.