This INMA report is published through the partnership of
Borrell Associates, an executive-level research and consulting firm

Released 14 April 2004

Online Recruitment Advertising: Challenges and Opportunities For Newspapers

Recruitment advertising is undergoing a profound, strategic shift from print to online. This shift threatens the business fundamentals of newspaper companies and calls into question the value proposition of newspapers among job recruiters.

A new report from INMA titled "Online Recruitment Advertising: Challenges and Opportunities For Newspapers" examines:

• The impact of the Internet on recruitment advertising: An examination of how "disruptive technology" is affecting newspapers and whether this is ultimately fatal for newspapers.

• Online recruitment features: Why online features provide strategic advantages, how integration is key, most popular features, résumés, e-learning, virtual job fairs and talent giveaways, and the pursuit of online/offline strategies.

• Assessing the online competition: The role and impact of Monster in online recruitment, the lack of a clear leader in listings and resumes, where newspapers rank in comparison to pure-plays, the battle for skilled and hourly workers, promotional strategies emerging for recruitment sites, Yahoo! HotJobs' focus on synergies, the threat of niche sites and responding to niche sites, and how newspapers are emphasising "local" to battle back.

• Managing online recruitment divisions: How print and online products are integrated for recruitment advertising and the new breed of recruitment organisations at newspapers.

WHO SHOULD ORDER THIS REPORT?

This strategic report is written for newspaper chief executive officers, general management, top advertising sales executives, classified advertising managers, online managers, sales and marketing executives, strategic planning and market analysis executives, and those interested in the trend toward online recruitment -- and what it ultimately means for newspapers.

ABOUT THE AUTHORS

"Online Recruitment Advertising: Challenges and Opportunities For Newspapers" is written by Peter Krasilovsky and Gordon Borrell of Borrell Associates and Earl J. Wilkinson of INMA.

Borrell Associates Inc. is a U.S.-based executive-level research and consulting firm with offices in Virginia, Seattle, and southern California. The company focuses on interactive local media with a concentration on Internet pure-plays, newspapers, broadcast television stations, and directory publishers. Borrell Associates records and tracks online advertising spending in hundreds of markets with its WebAudit product. The company also conducts primary market research and helps media companies make strategic decisions.

Krasilovsky is senior partner and vice president of consulting with Borrell Associates. He has been a specialist in interactive media and commerce for 17 years. Previously, Krasilovsky worked with The Kelsey Group and Arlen Communications.

Borrell is president and chief executive officer of Borrell Associates. He has served as vice president of corporate development and international development for Landmark Communications, and he helped establish Internet access and hosting company InfiNet.

Wilkinson is executive director of INMA and the author of books and reports on newspapers and marketing.

INMA is a non-profit association dedicated to promoting advanced marketing principles within the newspaper industry. INMA has more than 8,000 members and subscribers from 125 countries.

The digital report is available to INMA members for US$50 and to non-members for US$150. Orders may be placed at the INMA.org bookstore.