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BizReport : Trends & Ideas : November 28, 2006


Monster To Advertise In Newspapers

Perhaps following the lead of Google and Yahoo, Monster.com will begin placing classified job listings with newspapers around the United States. The employment company now has deals with around 40 newspapers, including the Orange County Register (California) and the Honolulu Star-Bulletin, to provide power job listings.

by Kristina Knight

The Monster move follows similar deals made by search giants Google and Yahoo. The Google deal provides newspaper advertising for 50 papers nationwide, while the Yahoo deal offers up power job listings for 175 newspapers in the U.S.

The deal gives local papers instant access to national job listings while at the same time giving Monster.com access to small and medium market job pools.

John Morton of Morton Research in Silver Spring, Md said (via Media Post) that these deals clearly indicate a change in how newspapers are operating. "It used to be that newspapers were very religious about keeping their content, including classified advertising, to themselves," Morton said. By sharing classified content with employment companies and search engines, newspapers keep those sites from encroaching on the newspapers’ “local area”. "It enables newspapers to protect themselves," said Morton.

This isn’t the first move by Monster. They have already replaced online job listing service CareerBuilder.com in Philadelphia, Wilkes-Barre and Akron with good results. According to the company, their hits were up 15% in October.






Tags: classified advertising, Google, Monster.com, online marketing, Yahoo








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