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Online advertising top for recruitment, study says
A new report from Borrell Associates says that more money will be spent on job advertising online than in print by the end of the year.The consultancy firm predicts that 2006 will see total online ad spend of $5.9 billion, compared with $5.4 billion in print, marking a further blow to traditional advertising newspaper revenues, according to Editor & Publisher.
However, the report found that if taken together the websites of newspapers have the single largest share of online recruitment spending, showing how important online diversification is for these companies.
The consultancy warns that newspapers should be cautious about the companies they form business deals with, asking in Editor & Publisher: "Will these deals be worth it for newspapers, or are they merely building up the brand of a competitor who will jettison them in the future?"
Regardless of how they aim to do so, it seems clear that to guarantee a continued share of the sizable market in recruitment advertising, all forms of media need to embrace the rapidly growing possibilities available online.
News and Public Relations news posted on 21 December 2006
