Spending behind help wanted ads online is expected to pass all other media by the end of this year, according to a report from Borrell Associates. Advertisers will spend $5.9 billion online, as
opposed to $5.4 billion in newspapers. And the 2007 online recruitment advertising report also says online help wanted advertising is expected to grow to $10 billion by 2011.
But the
news isn't totally bad for newspapers: "If newspaper Web sites were counted as a single entity, they would control the largest single share" of online recruitment revenue, at 18.6% or $1.1 billion,
the report says.
Still, the big metro dailies are most at risk, as Borrell anticipates they will lose 20% of their annual recruitment revenue from 2006 through 2011. But suburban and
community newspapers will gain 25% over the same period, as smaller newspapers will fare better due to lower price points and more targeted capabilities.
advertisement
advertisement
Read the whole story at Editor & Publisher »