The recruitment advertising market is a very interesting market for Hispanic newspaper publishers for a compelling reason: they target a growing demographic group whose average age is much younger than the general population and, therefore, is more active in the labour market. One of the reasons for Belo Corporation to launch Al Día, a new Hispanic daily in Dallas/Fort Worth this autumn (see page 4) is that there is no newspaper in this city offering employment recruitment ads targeted to Hispanics on a daily basis. Gilbert Bailon, president of Al Día, notes that classifieds will be posted both in print and on the Internet. Bruce Murray founder and CEO of Corzen Inc. tells Portadatm that the main task for Hispanic publishers should be to “build an audience for the newspaper and offer advertising to employers who are seeking to reach those readers”.
The threat of the Internet …
Newspaper publishers face huge competition from pure Internet companies such as Monster.com or HotJobs (Yahoo!) in the US $6 billion recruitment ad category (approximately 15% of overall newspaper advertising revenues). The strength of these online competitors has led many publishers to move more aggressively onto the web. According to research by Corzen nearly half of the largest 250 newspapers in the US now offer a web-only, help-wanted advertising option for employers placing recruitment ads. In May 2003, 49% of the nation's largest 245 newspapers offered a rate card for Internet-only recruitment advertising, up from 32% in the fourth quarter of 2002.
By going online, newspapers try to avoid loosing market share versus their online competitors. However, as Murray points out, for many newspapers the Internet recruitment ad price is lower than the price of the same ad in print. “Newspaper publishers might see the same volume of ads, but it is not clear that they will generate the same total revenue,” Murray notes.
…and the way Hispanic papers face it.
How do Hispanic newspapers fare on this side? Do they offer the capability to place ads both on the Internet and on print? A survey by Portadatm of the largest Hispanic newspapers shows that Hispanic papers tend to trail the national average on the web.
El Diario/La Prensa in New York does not offer online recruitment ads. This is also the case of El Sentinel, the Spanish language weekly published by The Orlando Sentinel. Neither does New York's Hoy have the capability to place recruitment ads on the Internet. However, Los Angeles' La>Opinion and El Nuevo Herald in Miami do offer online recruitment ads. There is quite a diffence between the rates asked for by these newspapers. These differences in recruitment ad prices are due to the different market structures this newspapers operate in (size of the market, competition etc…)