More Newspapers Offer Web-Only Recruitment Ads

Historically, newspapers have been reluctant to bypass their core print product and offer web-only advertising. The risk of revenue loss appeared too great. Not anymore.

Nearly half of the largest 250 newspapers in US now offer a web-only, help-wanted advertising option for employers placing recruitment ads, according to Corzen, Inc. Currently, 49% of the nation's largest 245 newspapers offer a rate card for Internet-only recruitment advertising, up from 32% in fourth quarter 2002.

Corzen says that steep declines in revenue in the $6.0 billion recruitment ad category and the strength of online competitors has led many publishers to move more aggressively onto the web.

And it's not just the major newspaper publishers jumping onboard anymore. In its prior, 4Q 2002 survey, Corzen found that mostly papers in larger metro areas were offering web-only advertising. In this most recent survey, Corzen has found that smaller papers are adopting that same strategy.

The Corzen survey revealed that the average price among all newspapers for a 30-day Internet-only recruitment is $196. This is comparable to what the leading national online sites charge. CareerBuilder charges $200 for a one-month job posting, while a one-month run on Yahoo's HotJobs is $275. Monster charges $305 for 60 days online. All three national online job sites offer lower rates for employers posting multiple jobs.

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