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Online Job Ads Surpass Print Job Ads
According to a study just published by Borrell Associates, online job ad revenue in 2006 ($5.9B) surpassed print job ad revenue ($5.4B) for the first time ever. The report goes on to say that those trends will continue through 2011 with projections that the only areas with rising market share will be online media and recruitment agencies. And finally, the report questions the recent partnerships between online and print vehicles, claiming that neither side will benefit from such relationships in the long run. The daily newspapers are effectively abandoning a huge portion of their business, while online job boards will find revenue gains from the partnerships elusive.
Borrell’s analysis of the market indicates that help-wanted ads for blue-collar workers represent the largest growth opportunity with only 2% of available blue-collar jobs having been listed online in 2006. Overall, less than one-third of all jobseekers in the U.S. stated that they planned to look online for a job in 2006. With a slight bias, I’d recommend that the best recruitment advertising strategy for 2007 should continue to encompass a diversified media mix of the web, print, radio, and TV. Wouldn’t it be nice if one provider could deliver all 4 major media vehicles to employer advertisers? Oh wait, there is one – JobDig.
[tags]JobDig, Recruitment Advertising, Multi-Media, Borrell, Online Classifieds, Job Boards, Print Classifieds, Blue-Collar Jobs[/tags]