Belo Reviews CareerBuilder Relationship

By: Lucia Moses

As Belo scrambles to offset a severe falloff in help-wanted advertising revenue, it is evaluating its relationship with CareerBuilder Inc., citing changes by the career site since it acquired former rival HeadHunter.net.

“It appears to us that it de-emphasizes the role of the local newspaper and emphasizes the national brand,” James M. Moroney III, CEO and publisher of Belo’s flagship, The Dallas Morning News, said in an interview Tuesday.

Moroney said the Morning News also is reviewing its use of the CareerBuilder name on its print help-wanted section.

CareerBuilder switched from its technology to Headhunter’s because the new platform has more search criteria, gives employers more data on geographic markets, and lets the company add network partners faster, spokesman Barry Lawrence said. CareerBuilder, jointly owned by Knight Ridder and the Tribune Co., still values its print partners, he said. “It’s a dual brand,” he said. “We are very much selling on local.”

The Morning News‘ Web site, along with Belo Interactive, joined the CareerBuilder network in April of last year. Belo Interactive is in a six-month extension period following the expiration last month of its 1-year contract with CareerBuilder.

The review takes place as the Morning News is launching a suite of products aimed at capturing help-wanted dollars that aren’t going to the newspaper.

Along with launching familiar recruitment products, the Morning News plans to install 30 touch-screen kiosks aimed at low-wage jobs seekers this month. The kiosks, from St. Paul, Minn.-based vendor JobView, will be placed in area shopping malls, libraries, government unemployment offices, and colleges, where users will be able to browse, free of charge, recruitment ads that have been upsold from the print edition.

JobView, which owns its kiosks and receives a cut of the revenue generated by upsells, has two other newspaper customers, the Star Tribune in Minneapolis and The Forum in Fargo, N.D.

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