Advertising News

Employment Advertising Shifting to "Multiple Media" Strategy

Employment advertisers, long accustomed to spending most or all of their advertising budgets in daily newspapers, are steadily shifting their budgets to a "multiple media" strategy including increasing expenditures with online recruitment sites, radio and TV stations, and other media, a new report shows.

The 101-page report, "Employment Advertising: The Migration from Newspapers to Multiple Media," reviews trends, technologies and tactics in the business. It was published by Classified Intelligence, L.L.C., a consulting company specializing in the interactive classified marketplace.

"Newspapers retain a dominant market share of employment advertising, but that share is eroding fast – and will continue to erode further," said Peter M. Zollman, founding principal of Classified Intelligence and executive editor of the study.

Copies of the study are available to MDDC member newspapers at a special rate of $365 from Classified Intelligence - regualr price of the study is $395. A free preview is available at the affiliated Web site www.aimgroup.com/ag.nsf/report.

The report analyzes the "Big Three" online recruitment sites, Monster.com, HotJobs.com and CareerBuilder, and presents eight detailed case studies of newspaper, broadcast and nich-market dot-com employment advertising businesses – complete with pricing and packaging data. It also includes reports on new technologies and developing services in the field, key vendors, and the changing nature of the relationship between the prospective employees and employers.

Executives responsible for placing advertising for 14 mid-sized and large employers, interviewed for the report, said the percentage of their budgets spent in newspapers has diminished during the last five years – and is likely to continue to diminish.

"One of the employers representatives said the company has moved its entire recruitment advertising budget online – and all of the other predicted a steady shift away from print," Zollman said. "Unless newspapers serve those advertisers with the products they demand, the most lucrative category of advertising in daily papers will continue to dwindle."

To order copies of the study, send an e-mail to info@classifiedintelligence.com or call (407) 788-2780. Be sure to mention the MDDC member discount when ordering to receive the price of $365 for the study.

Top MDDC Ads of 2001 Honored

Creative and effective ads from newspapers across the region were the focus at the Best of MDDC 2001 Advertising Awards Luncheon on April 26. More than 350 awards were presented to newspaper advertising representatives from throughout Maryland, Delaware and the District of Columbia for their work during 2001.

In addition to individual awards in each of the 14 contest categories across five circulation divisions, five newspapers won the major "sweepstakes" awards for garnering the most individual award points in their respective circulation divisions. The sweepstakes winners are:

• The Washington Times (daily newspapers with a circulation of 35,000 and over)

• Carroll County Times (dailies under 35,000)

• The Aegis, Bel Air (non-dailies over 20,000)

• Cape Gazette, Rehoboth Beach (non-dailies 10,001 – 20,000)

• The Record, Havre de Grace (non-dailies 10,000 and under)

Additionally, "Best of Show" awards went to those persons whose work was judged the best overall in each of the contest categories regardless of newspaper size.

The awards ceremony was held at the Hunt Valley (MD) Inn. MDDC President Tom Schmidt, president of Carroll Publishing Co. in Washington, DC, and Advertising Committee Co-Chair Larry Effingham, publisher of The Star Democrat in Easton, handed out the awards.

This year’s contest attracted 635 entries from 55 newspapers. The contest also included two new categories for classified display ads, black and white and color.