Today I was reminded in two separate full page "house" advertisements what a balkanized and ineffective job newspapers do of promoting themselves as a multi-layered service offering.
In one, The New York Times promotes how important it is - and better than the Wall Street Journal - to advertisers in New York. That's important and good to do, but, hey, I as well as potential advertisers, am a reader, and why not use that space to speak to me, too. Is it not possible for an ad to speak to two audiences at once? I think it is.
The other, a full page house advertisement in the Herald-Sun here in North Carolina promotes the link between the paper and Yahoo's HotJobs. It never mentions using printed job lisitngs in the paper. More important, I think, is that it also does not mention anything else that the newspaper thinks it is doing to "finding great jobs for our readers". I mean - really - is there nothing else besides the Yahoo deal that the newspaper feels it does for a job seeker? If the answer is "nothing else", it would be another sad day in the waning life of newspapers.
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