Telstra has announced its intention to kill off the print edition of its classifieds paper Trading Post to focus solely on the publications online offering.

Operating as a print publication since 1966, Trading Post has been a standard for Australian classifieds advertising. It was further immortalised in Australian culture after appearing in The Castle

In 2004 Sensis bought the business for $636 million.

According to a report in The Age, the closure is likely to make 279 redundant though the company said it would help find jobs for those affected.

“It is never a good time for job losses, and decisions like these are not made lightly. I would like to thank the employees working within Trading Post, who are a highly dedicated group of people,” said Telstra Media’s head of classifieds, Michael Padden.