Telegraph Media Group reports the role change of newspaper advertising
Posted by Evan Fell on November 28, 2007 at 2:10 PM
Telegraph Media Group says that companies looking to recruit will achieve the best results with integrated ad campaigns, incorporating both online and print activity.
TMG researched to find the role of national newspaper advertising in the new digital age, the emerging role of national newspaper website advertising and the value of the newspaper brand.
TMG reports that the following were the key findings :
- The newspaper plays a role in creating awareness of jobs and driving people online. Meanwhile, online plays more of a role at the 'research' stage. So the two have distinct roles which, when put together, make a more powerful offering for an advertiser.
- Passive job seekers are seen by the employment market to be increasingly important. The newspaper knows which sections of the paper job seekers are likely to read - aside from the recruitment section - so companies can advertise creatively in those areas to reach the passive job seeker.
- People have associations with the Telegraph brand which reflects well on job advertising. Therefore the jobs advertised are assumed to be better paid, better prospects or even to exist in the first place.
Source: Onrec.com through Ifra Executive News Service
TMG reports that the following were the key findings :
- The newspaper plays a role in creating awareness of jobs and driving people online. Meanwhile, online plays more of a role at the 'research' stage. So the two have distinct roles which, when put together, make a more powerful offering for an advertiser.
- Passive job seekers are seen by the employment market to be increasingly important. The newspaper knows which sections of the paper job seekers are likely to read - aside from the recruitment section - so companies can advertise creatively in those areas to reach the passive job seeker.
- People have associations with the Telegraph brand which reflects well on job advertising. Therefore the jobs advertised are assumed to be better paid, better prospects or even to exist in the first place.
Source: Onrec.com through Ifra Executive News Service
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