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May 7, 2007 / Toby Dayton

Print Still Matters….Especially In Recruitment Advertising

In a ‘Publishing Insider’ article entitled “How Print Can Add Value Online,” Ari Rosenberg discusses the relationship between print and online content, and how publishers need to better understand and adapt to the differences between the two mediums. In the article, Rosenberg states, “Print brands have greater credibility than online-only brands. They just do. It’s for a number of reasons, but none simpler than the adage that if it’s in print, it must be true.” While I agree with the statement in general, it is especially true in the world of recruitment advertising. A job listing published in the paper is far more likely to be real, open, current, and legitimate than a job posted on any job board online. It just is. For certain, that doesn’t mean that all jobs found online are bogus, or that all jobs in the paper are legitimate, but the percentages are such that the odds favor the quality of print listings over the quality of online listings. They just do. That’s part of the reason behind the recent wave of partnerships between online job boards and print publications. The papers give the web sites some additional credibility that they didn’t have by themselves. The real question is why so few employment classified companies effectively cover both media vehicles entirely by themselves. I can only think of two.

[tags]Print Publications, Online Job Boards, Media, Publishing, Reading Habits, Online Content, Print Content, Media Convergence, Recruitment Advertising[/tags]

One Comment

  1. James / May 8 2007 5:40 pm

    excellent blog post! you make a terrific case for online job board brand management. However, do you think that large job boards are contributing to their own brand erosion by posting jobs listings that are clearly on the fringe of legitmacy? Thanks again and keep up the great work!

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