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BizReport : Advertising archives : February 15, 2007

Times Co. partners with Monster for classifieds

Online job listings site just added a big name to its partnerships for online newspaper job listings: the New York Times Company. Under the new agreement, will power job ads for papers like The Boston Globe and The New York Times.

by Kristina Knight

Nineteen other newspaper sites across the country are included in the partnership. Monster will begin powering those job listings in March, combining national listings and career service information with local listings.

The partnership with The Times is the largest since Monster began powering job ads for newspaper websites last summer. Their launch began with papers like the St. Pete Times, the Akron Beacon Journal and the Philadelphia Inquirer. However, Monster isn't the only game in town.

Yahoo's HotJobs and CareerBuilder are also in the race to provide job listings for local newspapers. Yahoo made inroads to local job listings in November when its newspaper partnership grew to provide job listings for 215 local papers.

Newspapers have seemed happy to hand over control of job listings to outside providers in the hopes that the new listings will bring in new readers. So far that theory seems to be true, however, some experts say in the long run newspapers will not be happy with the decision.

According to research from Borrell Associates, "The newspapers that fled to Monster or HotJobs wound up doing exactly what they shouldn't - abandoning a billion-dollar investment in their own product and building up brands they have spent years trying unsuccessfully to degrade."

Tags: newspaper advertising, newspaper revenue

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