INTERACTIVE: WALL ST. JOURNAL ONLINE LAUNCHES CAREER SITE: NEW SERVICE BRINGS EXECUTIVE SUBSCRIBER BASE TO ADVERTISERS

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The Wall Street Journal Interactive Edition on Aug. 5 will launch careers.wsj.com, a job listing site for the executive marketplace that will generate revenues from client listings and advertisers.

The site (www.careers.wsj.com) is the first brand extension of The Wall Street Journal Interactive Edition (www.wsj.com), which launched in April 1996 and now has more than 100,000 subscribers who pay $49 a month for the service.

The listing service will be offered free to existing subscribers as a value-added product, although it may eventually stand alone as a premium service, said Thomas Baker, business director of The Wall Street Journal Interactive Edition, New York.

DELIVERING A DEFINED MARKET

The site will offer exclusive job listings, career news, features on how to find a job and other editorial content. Initially, the operation will be staffed by four dedicated salespeople and two editors.

"This is one of the most elementary ways to work with our existing business audience and bring a very defined marketplace to our clients," said Mr. Baker.

The career site will launch with more than 20 clients, that will pay a flat fee of $1,500 a month to post job listings. To list jobs, Wall Street Journal print advertisers will be offered package rates, which the company did not disclose. It is also selling advertising on the site, with Merrill Lynch & Co. as an initial sponsor.

Charter listing clients include Caterpillar, Cisco Systems, Hewlett-Packard Co., Charles Schwab & Co. and Silicon Graphics.

For Caterpillar, which has used general-interest Web job boards such as Career Mosaic (www.

careermosaic.com) and E-Span (www.espan.com), the WSJ site provides more than just a recruiting service.

"This is brand marketing," said John Karson, recruiting and manpower planning coordinator for the research and development division at Caterpillar, Peoria, Ill.

"When people see us up there with Cisco, Silicon Graphics and HP, they'll say, 'There's more to Caterpillar than yellow machines. There's technology behind it," said Mr. Karson.

COMPETITIVE FIELD

The Journal's career site is entering a crowded field, competing not only with stand-alone job listing sites, but also with the career sections of online publications, such as CMP Media's TechWeb and Ziff-Davis' ZDNet.

However, the Wall Street Journal job site is expected to do well, say analysts and clients, because of the professional, paying audience it's reaching.

"If my readers are pay subscribers, then I'm offering a much better value from both an advertiser and job listing perspective," said Melissa Bane, senior analyst at the Yankee Group, Boston.

The site uses intelligent search technology from Junglee Corp., Sunnyvale, Calif., which allows job seekers to search by job function, industry, educational requirements, location and other criteria. Users can also link to a page with financial data, corporate information, news and other material.

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