U.S. Consumers Still Turning to Newspaper Job Section

There’s little doubt that online job services have made a serious dent in the traditional classified section of many newspapers. But not everyone goes online to find a job. And companies looking to fill positions in specific industries would do well to continue listing their openings in the local newspaper.

According to a Media Audit study,  28.5% of adults turn to the job listings in the daily newspaper on a regular basis. Who are these readers? Here’s a demographic snapshot:

  • Women: 53%
  • Men: 47%
  • Completed some college: 27.8%
  • Completed 4‑year college degree: 22.1%

These employment ad readers also tend to represent specific professions. Here’s a list of these professions and the percentage of adults in each job type that rely on newspaper ads.

  • Health care and medical 38%
  • Warehouse and storage 37.4%
  • Managers/​supervisors blue collar 37%
  • Service workers 36.7%
  • Restaurant workers 36.1%

This results of this study indicate that employers have good reason to continue advertising in their local daily or Sunday newspapers to reach a qualified and interested pool of candidates. In many cases, less than half of the time, these potential employees are not going online to look for job listings.

[Source: Job Market, Media Audit, 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.