BtoB

Study: Newspaper classified ads still trump Web job boards

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New York—B-to-b advertisers that are ready to write off newspaper help wanted print advertising in favor of the Web might want to hit the pause button. A recent national survey by the Conference Board found that 75% of jobseekers said they used help wanted ads in newspapers in their search; more than 66% said they looked on the Internet; and 60% said they use some other method, such as professional organizations or search agencies. The survey also found a “digital divide” in job search methods. For example, among those with household incomes of more than $50,000, the highest-paid group, more than three-quarters reported using the Internet in their job search while roughly 70% used newspapers. Those with household incomes below $50,000 were more likely to search newspapers rather than the Internet. The survey was distributed by mail to 5,000 households. The response rate was 63%.
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