Job Searches Aren't Easy at the Top

By: Randy Dotinga It's good to be a newspaper executive. The big shots in the corner offices make plenty of money, have plenty of perks, and aren't likely to be laid off.

But getting to the highest levels of management isn't a cakewalk. The most successful executives -- publishers, vice presidents, department heads -- must become masters of the special rules that govern hiring at the top.

"In many ways, the job search for an executive is more challenging and more complicated than for someone who is less experienced in the world of publishing," said Joseph Daniel McCool, editor in chief of Executive Recruiter News, a monthly newsletter, and a former freelancer for The New York Times.

For one thing, networking is even more important than at the lower rungs of the ladder. Newspapers will often take a chance on a reporter or advertising representative who applies out of the blue, but they're quite a bit more picky when it comes to top bosses. You may be the best advertising director in your state, but it won't do any good if nobody outside your area code knows you exist.

So if your newspaper budget allows it, hit the conference circuit with gusto. "Every time you turn around there's a newspaper meeting somewhere," said Rich Papike, president of the executive search firm TriStaff, based in San Diego.

When you attend conferences, make sure to meet the recruiters in attendance. Some work for newspapers on a freelance basis, while others are on the staffs of large chains. Either way, they're your key to the castle. "Even when there aren't openings, smart companies are constantly recruiting and keeping their eyes open at company conventions," said Scott Little, president of Media Recruiters, based in Chico, Calif.

But beware of making a too-obvious beeline toward a recruiter at a convention cocktail party. While experts say the etiquette of job searching has loosened somewhat, it's still unseemly to appear eager for a new job.

In fact, some recruiters won't even accept resumes from potential job applicants. "They're paid to go out and search for the best person for the job," McCool said. "If they were suddenly to start placing active job seekers, the client might very well ask, 'Why am I paying this search fee if you place someone who merely sent their resume to you?'"

In fact, the very act of letting people know you're job-hunting may spell trouble. "You certainly can post your resume (on a Web site), but that's death," Papike said. Your own boss may get wind of your job search and send you out the door with a couple of month's worth of salary. "In the newspaper business, you need to do a lot of things under the radar," he said.

But how? Experts advise job seekers to make sure recruiters know who you are, but let the headhunters adopt a "don't call me, I'll call you" approach. If a recruiter approaches someone, Papike said, he or she wants to hear this message: "I couldn't be a whole lot happier (in my job), but I'm not crazy. If something came along that was impossible for me not to consider, I'd consider it."

Once you actually start getting considered for a top job, remember to do your homework. Figure out how much you can make and what extras you can get so you're prepared for negotiations. Despite the poor economy, newspapers are still willing to deal to get the executives they want, Little said. "There are certain positions that need to be filled no matter how hard the times are."

When it comes to newspaper salaries, check surveys by the Inland Press Association and the Youngs, Walker & Co. executive recruiting firm. The most recent surveys by the latter show that advertising and circulation directors at larger newspapers (100,000-250,000 circulation) typically make between $100,000 and $190,000 a year, plus hefty bonuses of $20,000 or more. Executive editors can easily see salaries of more than $200,000 or even more than $400,000 at the largest newspapers.

Savvy applicants will negotiate for extras, like auto allowances, relocation reimbursements ($50,000 isn't unusual), signing bonuses, and time off. "You wouldn't expect a vice president or director to go their first year and give up vacation," Little said. "The air is rather rarefied (at that level), there's no doubt."

Arm yourself with knowledge, and you may find yourself breathing deep.