Monster Finally Concedes On Print

Here is the fifth guest entry as part of ongoing "Blog Swap". This weeks entry is from Toby Dayton, President & COO of Jobdig.com. Welcome Toby!

On almost the same day that Career Builder took out a full page ad in the Wall Street Journal (7/31/06) announcing that they had surpassed their #1 competitor in the U.S., Monster announced it had formed an alliance with Philadelphia Media Holdings, owner of the two major daily newspapers in that market.

While much can and should be made of the two developments, I think it’s safe to say that despite the incredible growth, power, and unique attributes of online recruitment advertising, the combination of print and web presents a superior value proposition for employers and job seekers alike.

I would even take it a step further and add radio, television, direct mail, alternative advertising, outdoor advertising, and any other media vehicle that can cost-effectively get an employer’s recruitment message in front of  the targeted demographic.

While daily newspapers have justifiably taken a beating in the past few years, the fact remains that print continues to be a significant component of most people’s media consumption. The two announcements further confirm the fact that as the media and advertising world continues to become increasingly fragmented, companies are going to have to have a presence across the entire media spectrum in order to remain competitive.

Toby's blog can be found at http://blogs.jobdig.com/diggings/.