Magazine article Editor & Publisher

Job Board's Word-of-Mouse

Magazine article Editor & Publisher

Job Board's Word-of-Mouse

Article excerpt

A $70-million roar from Monster.com

TV to get lion's share of 2001 ad pie, but newspapers unlikely to starve

Monster.com the No. 1 Web job board, expects to spend $70 million on 2001 multimedia ads, with most destined for TV and some for newspapers.

The e-firm, located in Maynard, Mass., and owned by TMP Worldwide in New York, last month retained Boston-based Arnold Worldwide, which has settled on a tag line that will be made public when the campaign breaks in January.

The $70-million effort next year will focus initially on TV spots, which will include at least four in association with the National Football League's Super Bowl -- two spots during the pregame show and two during the game, said Pete Favat, group creative director with Arnold. Some outdoor ads also are expected.

As for newspapers, don't assume there will be a set schedule of 100 or 200 dailies. "Monster.com likes to do things quickly and then move on," said Francis J. …

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