Honolulu Paper Partners With Monster.com

By: Lucia Moses

For many papers, allying with Monster.com is tantamount to sleeping with the enemy. The Honolulu Star-Bulletin, however, saw the leading online help-wanted site as its best hope now that it’s an underdog in the competition for job ads with the city’s dominant daily.

The Star-Bulletin, reborn under new ownership March 15 after its joint operating agreement with Gannett Co. Inc.’s Honolulu Advertiser dissolved, agreed to merge its online recruitment ad listings with Monster.com’s in Hawaii.

All Star-Bulletin print ads will automatically appear on Monster.com. Visitors to Monster.com seeking jobs in Hawaii will be taken to a separate co-branded Web site containing Hawaii job listings from Monster.com and the Star-Bulletin. The two companies will share the revenue.

“We had to come up with something to strengthen the print product,” Star-Bulletin Marketing Director Donnie Welch said. “I think this is the way to do it.”

Monster.com’s past efforts to partner with papers were rebuffed. Newspapers have worried that it will siphon off their lucrative recruitment advertising revenue.

Monster.com hasn’t given up on papers as a way of growing its local market reach, however. Timothy Dittrich, senior vice president for consumer business development, said Monster.com is talking to a few other papers in hopes of striking Star-Bulletin-type deals.

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