Home' Local Media Today : June 2005 Contents JUNE 2005
INCREASE YOUR REVENUE
For the month of June, we are offering Buy 3 weeks, get the 4th FREE on all Real
Estate advertising. Upsell your high end, vacation or land properties into SCAN
and see your revenue soar! Keep in mind that you can also upsell them regionally.
June will mark the end of the second quarter and SCAN rebates are calculated
quarterly so let’s all work hard to really drive the revenue this month.
If you need a current SCAN media kit or circulation list, please contact me and I
will be happy to send you one, or email you. You can also download it at
SCAN remains on track for a great 2005. The Allstate recruitment ad continues
their campaign, no doubt thanks to the excellent audience that SCAN newspapers
provide for this message. I am anticipating getting the regular insurance Allstate
ad by June. I will keep you all posted. If you have a good prospect for SCAN and
would like my assistance in conveying the benefits of the network, I am just a
quick call away and would be happy to make contact
I hope everyone has a great summer planned!
by Deanna Lewis
Find out how
Royalty Free Content
Unique stories. Adventures worth telling. Sceneries larger than life.
Recruitment ad directors face
ongoing battle for success
By Peter M. Zollman
It’s tough being a
tising director these
days, whether you
work for a newspaper
or a dot-com (or both).
Just when you thought your bruises
would start to heal and hiring would pick
up, it began to look like you’re going to
get beat up again.
In simpler times, you might
have had to fight occasionally for your
share of ad dollars, but you understood
the fight just made you smarter, tougher
better – at what you do. You might
have undercut your competitors’ prices,
if you had any competitors, but you
never, ever, cut your prices so deep that
you bled yourself to death. There were
winners and losers but everybody fought
by the same rules of engagement.
Those times are gone.
There’s a new generation of
competitors who aren’t out to beat you –
they’re out to nullify you. They might
not even consider themselves competi-
tors. They’re not in the same business as
you; they don’t fight by your rules; they
don’t plan to make money the same way
you do; they’re after a different prize.
They merely want what you have –
recruitment listings – and they’re willing
to publish them for free. In doing so,
they’re commoditizing your products.
What Napster was to the
recording industry, these guys are to you:
They’re free-ad Web sites like the popu-
lar and powerful Craigslist, which
recently launched its 164th city world-
wide. More free-ad sites spring up each
month, including Fogster.com (San
Francisco Bay area); Freecycle.org (free
stuff); LiveDeal.com (run by a former
EBay exec); Gumtree.com (Europe);
Recycler.com (no job ads – yet; growing
into multiple cities very quickly), and
They’re the new-breed of “metasearch”
engines – Indeed.com, SimplyHired.com
and others – that scrape, trap and deep-
link to your job boards and mingle those
results with those from your competitors,
plus company job listings that HR direc-
tors wouldn’t pay to place on your site or
in your newspaper.
And they’re human resources executives
themselves, who in a move to take con-
trol of their own distribution, won
approval for a dot-jobs (.jobs) destination
for company recruitment Web sites. Is
that significant? If it makes it easier for
search engines to index, or if it trains
job-seekers to go directly to company
Web sites – bypassing you – you bet it
How do you compete with free?
Service. And products. Your
products must fit recruiters’ needs; your
Web sites must be a more satisfying con-
This is both the good news and
the focus of the 2005 Classified
Intelligence 2005 Recruitment Annual. In
142 pages, we look at the “state of the
art” in recruitment advertising. This isn’t
a report about the job outlook, or about
economic trends. It’s a report about how
recruitment advertising is changing, and
how media are working to get their share
of the pie.
One key aspect: New products.
Employers are using matching / qualify-
ing / screening technology as a useful
tool; some newspapers offer it as a serv-
ice. HR directors don’t need help reach-
ing job candidates; they need help reach-
ing the right candidates. Another suc-
cessful product? Kiosks at sites where
passive job-seekers may use them. More
than a dozen newspapers offer these.
They add revenue and reach new audi-
ences. The report includes strategies,
case studies, and a look at major technol-
ogy vendors and what they’re doing to
help you meet recruiters’ needs.
Putting the report together, we
asked 17 human resources strategy-mak-
ers for their views on the industry and
their prognoses for its future. Here’s a
small sample of their comments:
“It’s silly to continue to post your open-
ings and hope the right candidates
respond, when you can build databases
of candidates, select those that match
your requirements, and recruitment them
over a period of time through one-to-one
relationship marketing” – Carol
Blankenship, The David Group (a
recruitment advertising agency).
“Online recruiting will continue to
become more mainstream for all types of
positions, including hourly / non-exempt,
in all parts of the country, including
smaller markets” – Tom Mohr, Knight
“Newspapers provide a tried-
and-true approach. People still use the
newspaper to look for a job, especially in
the lower-end job categories.
Newspapers must do a better job offering
opportunities to employers to reach pas-
sive candidates” – Nancy Lane,
Suburban Newspapers of America.
The report also features details
on “pricing and packaging” of recruit-
ment classified advertising at daily news-
papers in the U.S ., based on research by
Classified Intelligence and Belden
Associates. As we’ve seen before, news-
papers have a lot of work to do with
their telephone teams – training, offering
packaged products, presenting print and
online more effectively, and selling
rather than just taking orders.
Overall, our message is simple:
It’s time for newspapers – and all paid-
ad publishers – to get better, smarter,
faster – or else.
Peter M. Zollman is founding principal
of Classified Intelligence LLC and the
AIM Group, , consulting groups that
work with media companies to develop
successful interactive media services.
The Classified Intelligence 2005
Recruitment Annual is available through
ClassifiedIntelligence.com . Zollman can
be reached at pzollman@classifiedintel-
ligence.com, (407) 788-2780.
“Half of this game is 90 percent mental.”
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