Monster and Adicio Strike New Alliance

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By: Jennifer Saba

Monster Worldwide, the parent company of the online recruitment site Monster.com, and Adicio, an interactive classified advertising software company based in Carlsbad, Calif., have a struck a multi-faceted partnership today.

The alliance covers three different components.

Newspapers using Adicio’s software to manage help-wanted, real estate, and or auto classifieds, now have the ability to do everything from up selling to the Monster.com database (while maintaining their private label) to striking full-fledged partnerships with Monster — similar to The New York Times Co. deal.

Monster also will be the preferred partner of Adicio, recommending that its clients use Adicio software for auto and real estate classifieds.

Adicio in turn, will handle the technology integration for media companies choosing to work with Monster.

“Today’s announcement represents a tremendous opportunity to increase Monster’s localized points of distribution across the country – which is a key component to our strategy to drive market share, particularly among the small and medium-sized business segment,” Doug Klinger, president of Monster North America, said in a statement.

Adicio’s has more than 250 media companies as clients (including E&P). About 60% of those are newspaper companies that use Adicio’s software platform for recruitment advertising. Eighty percent of Adicio’s clients are newspapers that use the platform for auto and real estate classified advertising.

Tony Lee, chief alliance officer at Adicio, stressed to E&P that newspapers are not obligated to do anything. Adicio will continue to support clients using Yahoo’s HotJobs platform. “We’re saying our preferred partner is with Monster,” he said.

He added that Adicio expects a “healthy number” of its clients to be interested in the ability to up-sell into Monster’s network. Monster and Adicio will share revenue.

Also part of the deal: Monster customer will be able to purchase print advertising from Adicio media partners, where online ads can be published in print.

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