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Report: Online Help Wanteds Outstripping Print

Advertisers are expected to spend $5.9 million on online help wanted ads, compared with the $5.4 billion they are expected to spend on newspaper help wanteds, according to Borrell Associates.

Online help wanteds are expected to grow to $10 billion by 2011, writes Editor & Publisher. The report points out that, if newspaper websites were counted as a single entity, they would control the largest portion of online recruitment revenue, at 18.6 percent.

Big city dailies are the most at risk, with the metros losing 20 percent of their annual recruitment revenue through 2011. Suburban and community papers, on the other hand, will gain 25 percent in revenue by 2011, faring better because of lower price points compared to online job boards and because of local targeting.

Like Bear Stearns analyst Alexia Quadrani, who is skeptical of Google’s print ad campaign because newspapers could potentially lose control of those advertiser relationships, Borrell wonders whether recent newspaper such as HotJobs and Monster are good risks.

“Will these deals be worth it for newspapers, or are they merely building up the brand of a competitor who will jettison them in the future?” the report asks.