Monster.com Moves Into Local Markets

By: Lucia Moses

Monster.com is moving into local markets, creating a dilemma for community papers: should they collaborate with or fight against the online recruitment giant?

Timothy Dittrich, Monster’s senior vice president for business development, said the company is now talking “seriously” to a number of daily newspaper groups about potential revenue-sharing agreements. “We definitely see deals being inked,” he told E&P last week. “I think, in the second quarter, we very well could see this program take off.”

Speaking at a Suburban Newspapers of America (SNA) conference last month, Monster executives said the company plans to launch a Web site designed to attract lower-level job listings to complement its mother site, better known for its professional and executive job listings.

Monster has hired sales representatives to test the concept in Cincinnati and plans to extend it to 100 more markets in a year or so. Monster reportedly will call the new site “JobMatch” — it’s registered domain names containing that word in at least 230 cities. Ultimately, Monster wants to make revenue-sharing arrangements with newspapers, which would upsell print ads to its Web site.

“At the end of the day, they want the newspaper to be an independent sales force for Monster.com and they’ll pay newspapers a commission,” said Charles S. Diederich, director of recruitment advertising for the Newspaper Association of America.

So far, Monster’s overtures have met with lukewarm response: It has struck a deal with only one newspaper, the Honolulu Star-Bulletin. It may stand a better chance with community paper publishers, which may not get much help-wanted advertising to begin with and see more to gain than lose from collaborating.

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