By: Staff Reports Broadcast, Dot-Coms Threaten Industry's Dominance
Newspapers have been hit hard in the recruitment market by the
onslaught of dot-coms, broadcasters, and specialty services, but
some of them are using online services to boost their print-side
revenue.
In a study released recently by Classified Intelligence and the
Advanced Interactive Media Group in Altamonte Springs, Fla., 62
daily newspapers were surveyed regarding the current state of the
employment market.
The report found that almost three-quarters of all radio stations
are pursuing recruitment revenue, up from almost none in 1990. TV
stations too have developed on-air and online recruitment
services.
"U.S. daily newspapers rely on employment advertisers for as much
as 20% of their revenue, but they'll have to become much smarter
and more nimble in the new environment -- as rates are
challenged, profit margins are squeezed, and new ways of putting
employers and employees together proliferate," said Peter M.
Zollman, executive editor of the report and founding principal of
the two consulting groups.
One quarter of the employment advertising executives said they
were increasing their print revenue through development of
interactive media services. However, online endeavors have
resulted in a confusing array of rates and services that have no
apparent logic, the study found.
The study found that online recruitment sites, particularly
Monster.com and HotJobs.com, continue to pose a serious threat to
newspapers. Until now, newspapers' strategies to deal with these
two sites have been less than coherent, the report argues.
A preview of the report and information for ordering is available
at http://www.aimgroup.com/reports.
Copyright 2001, Editor & Publisher.
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