It all starts in 2005 with a Power Point presentation in Paris. At the time, Schibsted ASA, the Norwegian media group, is busy deploying its free newspapers in Switzerland, France and Spain. Schibsted wants its French partner Ouest-France ??? the largest regional newspapers group ??? to co-invest in a weird concept: free online classifieds. As always with the Scandinavian, the deck of slides is built around a small number of key points. To them, three symptoms attest to the maturity of a market???s online classified business: (a) The number one player in the field ranks systematically among the top 10 web sites, regardless of the category; (b) it is always much bigger than the number two; (c) it reaps most of the profits in the sector.