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Monster.com Leads in 27 of 50 Top U.S. Job Markets

Newspapers Still Struggle To Understand Online Sales, According to Report by Classified Intelligence

ORLANDO, Fla.--(BUSINESS WIRE)--April 22, 2004--Monster.com leads all other job sites in total number of jobs posted in more than half of the top 50 employment markets in the United States, while newspapers still struggle to effectively present their print and online options to advertisers, a new study showed today.
The report by Classified Intelligence, based on two primary research projects, showed Monster leading all other employment sites in job postings in 27 U.S. job markets, CareerBuilder or its affiliates ahead in 13, and CareerCast or its affiliates ahead in eight. The study viewed job postings as a job-seeker would, counting all of the jobs available for viewing in the specific market on the April day the survey was conducted.

In a separate study, conducted in conjunction with Belden Associates research firm, Classified Intelligence reported that newspapers still frequently fail to offer appropriate pricing and product information through their telephone sales rooms. Out of 43 newspapers surveyed in April, six refused to provide any pricing information for employment ads, while only a handful provided specific information on their print and online pricing.

"As the battle for employment advertising focuses more and more on local markets, Monster has become more aggressive in that field, while many newspapers are making only feeble efforts to fight for market share," said Peter M. Zollman, founding principal of Classified Intelligence L.L.C., a classified advertising consulting firm. "CareerBuilder affiliate newspapers were among the very few that understood the changing nature of the employment advertising business."

The 147-page report, "Employment Advertising: Fight for dominance goes local," is the fourth annual research report about the field published by Classified Intelligence. The company serves newspapers, broadcasters, dot-coms and industry vendors with consulting services, research, training and marketing support.

"For many years, newspapers were essentially `the only game in town' when it came to employee recruitment," Zollman said. "Now they face tough new competition from online, broadcast, direct mail and even billboards - but in a lot of cases, they're not up to the challenge."

The Belden-Classified Intelligence study kicked off a new alliance between the two industry-leading firms. They plan a series of quarterly reports studying newspaper classified advertising in the employment, automotive, real estate and merchandise categories.

"We were frankly surprised by the findings of this survey, and we felt many of the newspapers' telephone representatives played the role of `ad takers' rather than sales reps," said S.W. "Sammy" Papert III, Chairman and CEO of Belden Associates. "It seems to indicated that newspapers still have serious problems selling the value of their print / online combined employment advertising products."

In addition to the research sections, the report includes a number of market studies on employment ads online; a look at "Who will purchase Monster Worldwide?;" reviews of the "Big Three" employment sites (Monster.com, CareerBuilder.com and Yahoo HotJobs); a survey of international online employment services, and more.

The $495 report is distributed to all Classified Intelligence clients as part of their service, and is available for purchase at http://www.ClassifiedIntelligence.com , where a free preview is also available for download.

Clients also recently received a companion report on new, sophisticated competitive-analysis methods and lead-generation technologies. The report, Taking Control of Classified Advertising Sales: New Lead-Generation and Data Tools Help Build Revenue, is also available for sale at http://www.ClassifiedIntelligence.com .

About Classified Intelligence, L.L.C.

Classified Intelligence L.L.C., is a consulting group that works with leading media companies, dot-coms and service providers to help develop successful interactive classified advertising services. It publishes a continuous advisory service, "Classified Intelligence Report," which focuses on trends, products and companies in the industry. It also provides research about interactive classifieds; strategic and tactical workshops and planning services; works with media companies to develop strong local, regional and niche-market classified advertising services, and trains sales teams. Its clients include The New York Times Co., Tribune Co., CareerBuilder.com, AutoTrader.com, Washington Post Co., Daily Mail group of London, and many others. Founded in 1998, it is affiliated with the Advanced Interactive Media Group L.L.C. For more information, visit ClassifiedIntelligence.com or call (407) 788-2780.

About Belden Associates

Belden Associates is the premier custom newspaper research and consulting firm in North America. With more than 60 years experience, working with more than 200 newspapers, Belden consultants have built an international reputation for innovative strategic research that helps executives make difficult decisions. In addition to research about print newspapers, the Dallas based company fields a quarterly "Sales and Site Survey" and "Core Audience and Sales Surveys" to help clients take advantage of opportunities to "turn research into revenue." For more information, visit BeldenAssociates.com or call chairman S.W. "Sammy" Papert III at (214) 640-3103, samiii@beldenassociates.com .

Contacts


Classified Intelligence L.L.C., Orlando
Peter M. Zollman, 407-788-2780 or 321-356-3182
pzollman@classifiedintelligence.com
or
S.W. "Sammy" Papert III, 214-640-3103
samiii@beldenassociates.com

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