Daily Herald + Yahoo! Partnership with HotJobs to Expand Reach of Help Wanted Ads
Byline: Daily Herald Staff Report
The Daily Herald today joins forces with Yahoo! HotJobs in an online job search partnership that puts the newspaper's help wanted advertising on a national platform with more than 225 other newspapers.
"The Daily Herald has unmatched local content, and local help wanted advertising is a major strength of our newspaper," said Kelly Casalino, director of Interactive Media for dailyherald.com. "At the same time, Yahoo has superior technology and national reach.
"Thus, this new alliance is a powerful force in the Chicago area, intended to serve customers who are searching for jobs online and in print. There will be no stronger recruitment vehicle in all of Chicago. And in fact, our Yahoo partnership is a perfect complement to the Daily Herald's Big Picture/Local Focus strategy."
The partnership is expected to offer job seekers easier search functions and more career tools.
Ten media companies - including Paddock Publications Inc., publisher of the Daily Herald, Reflejos and Beep - have formed a consortium to have their local help-wanted ads appear on HotJobs. In turn, HotJob ads will be included in newspaper print products and on the newspaper Web sites, such as dailyherald.com.
Ads will be easily accessible from some of the largest newspapers in the country, including the Dallas Morning News, Houston Chronicle, San Jose Mercury News, Palm Beach Post and St. Paul Pioneer Press.
The move comes as Google Inc. has been gearing up to provide a new online job search and as several major newspaper publishers have been in discussions to offer one-stop shopping for advertising on Internet sites.
"Newspaper companies are now beginning to form alliances with those online companies that they previously considered to be competitors," said John Morton, president of Morton Research Inc. in Silver Springs, Md. "That's because newspapers have finally realized that things are changing very rapidly in the industry, and it would be to their advantage to get involved."
While newspaper Web sites have shown advertising growth, the print side has been weak, making the opportunity to grow print and online advertising nationally while maintaining a local focus attractive.
Yahoo has cited Bank of America figures that show U.S. online advertising is expected to grow from around $3.4 billion in 2006 to $12.4 billion by 2010. And, according to the Kelsey Group, 35 percent of all online searches are local, with volume expected to increase from more than 20 billion searches in the next year to more than 30 billion searches by 2009.
"Classified advertising, without any question, has been the foundation for newspaper revenues," said David Bennett, executive director of the Illinois Press Association in Springfield. …