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]