News Home > News and Public Relations
Newspapers 'shift' to online strategy
Newspapers are increasingly moving their advertising onto internet sites, one industry boss has said.In an interview with recruitment website OnRec.com fish4 head Joe Slavin argued that newspapers - the traditional home of both classified and display advertising - are being forced to move into the world of new media.
There are a range of ways firms choose to do this. Typically strong recruitment advertisers like the Guardian have retained control of their adverts and revenues, but now publish both print and online adverts, while smaller, often regional papers tend to take a revenue cut from internet advertising companies like fish4 and Monster.
"Recruitment advertising is becoming more trackable and recruiters are concentrating on Cost Per Recruit more than ever before. They are also looking for total solutions, whether on- or offline, to find suitable candidates and this may include the use of CV databases," the Telegraph's Steve Playford told OnRec.com.
"Candidates expect a high volume of jobs giving them maximum choice when looking for their next move so it is vital that you have a critical mass of quality vacancies to offer them," he added.
Joe Slavin from fish4 also argues that there has been a "democratisation of online recruitment" as smaller print publications are able to compete directly with more established names through the web.
Furthermore, the future of this sector seems extremely strong. Traffic to online recruitment sites is growing, allowing advertisers more opportunities to reach potential customers and the papers a chance to recoup any losses from their print operation.
News and Public Relations news posted on 20 February 2007
