Monster.com leads in 27 of 50 top U.S. job markets

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.

ìAs 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,î said Peter M. Zollman, founding principal of Classified Intelligence L.L.C., a classified advertising consulting firm. ìCareerBuilder affiliate newspapers were among the very few that understood the changing nature of the employment advertising business.î

The 147-page report, ìEmployment Advertising: Fight for dominance goes local,î 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.

ìFor many years, newspapers were essentially ëthe only game in towní when it came to employee recruitment,î Zollman said. ìNow they face tough new competition from online, broadcast, direct mail and even billboards ñ but in a lot of cases, theyíre not up to the challenge.î

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.

ìWe were frankly surprised by the findings of this survey, and we felt many of the newspapersí telephone representatives played the role of ëad takersí rather than sales reps,î said S.W. ìSammyî Papert III, Chairman and CEO of Belden Associates. ìIt seems to indicated that newspapers still have serious problems selling the value of their print / online combined employment advertising products.î

In addition to the research sections, the report includes a number of market studies on employment ads online; a look at ìWho will purchase Monster Worldwide?;î reviews of the ìBig Threeî 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 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 www.ClassifiedIntelligence.com .