Magazine article Information Today

The New York Times Classified Ads on the Internet Via the Pipeline

Magazine article Information Today

The New York Times Classified Ads on the Internet Via the Pipeline

Article excerpt

Later this year, The New York Times will begin a test in which help-wanted classified advertisements that appear in the newspaper also will be made available on the Internet. The online service is being jointly developed by the NYT Information Services Group, The Times' Advertising Department, and The Pipeline, New York's critically-acclaimed online services company that provides access to the Internet.

"The New York Times has long been the most visible and successful meeting place for employers and job-seekers," said William L. Pollak, The Times' executive vice president for sales. "Now that The Times is expanding its online presence to include electronic classifieds, we envision that our new service will become the helpwanted service on the Internet."

"This is the latest in a series of efforts by The Times Company to explore new ways of delivering information and advertising," said James A. Cutie, president of NYT Information Services. "What we will learn from this Internet effort should complement the experience we've gained with our consumer arts and entertainment service on America Online and our business information service on Dow Vision."

The new service will be offered on the Internet on a test basis for six months, during which time the service will be made available without charge to advertisers and job-seekers. Job-seekers will incur the usual costs associated with using online services, including telephone and software charges.

Advertisers will have the benefit of additional exposure for their ads, including areas outside New York City in which The Times may not be readily available. It's estimated that millions of people worldwide currently use the Internet. Some advertisers may elect to place an e-mail address in the ad to encourage electronic responses. If the test is successful, The Times will consider expanding participation in the service to other newspapers for the benefit of their advertisers.

Job-seekers who have a personal computer, modem, and software access to the Internet will be able to peruse The Times' classified help-wanted ads any time, day or night. An inviting screen of information will greet users and "talk them through" how to use the service. …

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