July 2008
Matching generates new advertising revenues
A premium revenue opportunity which you should prioritise within your marketing efforts is to offer your advertisers assistance with matching their needs to the candidates available in your CV Database. So, not only do they advertise online but the relevant exposure to candidates in the CV database is based on the quick and precise matching provided by MatchWork system.
Many publishers using MatchWork online job solutions are achieving online revenue growth through implementing new branded job sites and especially through utilizing the Job and CV matching system.
MatchWork works with publishers in a number of European markets and is seeing increases in earnings from online recruitment in every country – and some of the gains over the last six months have been very substantial.
Torben Dyhr, CEO of MatchWork Worldwide, is pleased that MatchWork is able to help publishers in tough times.
“Market conditions are difficult for many publishers in Europe at present as print revenues from job advertising continue to come under pressure from online competitors. We are helping our client partners to fight back – with stronger job sites and especially with our unique Job and CV matching system. It is very encouraging to see the significant revenue gains our innovative partners are achieving as a result and this confirms the strength of the print/online combination.”
United Kingdom
In the UK, MatchWork works with 14 of the largest 15 regional publishers and nearly all of them are seeing CV matching revenue gains of over 25%, year on year. Here are some notable performances: -
One of the largest regional publishers in the UK, with more than 100 titles and 8 million circulation each week, is on course to make over £3 million from CV Matching in 2008, an increase of around 50% over 2007.
A division of another large regional publisher made over £1 million from CV Matching in 2007 from just three daily titles and a few weeklies and is on course to improve to 1.4 million in 2008.
Another relatively recent MatchWork partner will make over £1.2 million from CV Matching in 2008, at the current sales rate.
Denmark
In Denmark, established regional newspapers have faced very strong competition from new free-circulation dailies during the last two years. Their response to this new competition can be seen in a sharp rise in interest in additional revenue streams. In particular, the regional newspapers are now investing significantly in online development, a previously neglected area, in order to counter reductions in print ad revenue.
NordJyske Medier dominates the northern part of Jutland. The group has experienced an 80% increase in the number of online Match ads sold from Q1 2007 to Q1 2008 and this growth is expected to hold steady for the rest of 2008.
Some of the largest and most innovative niche media in Denmark are also benefitting from the unique add-on sales possibilities which CV matching provides. This has given them additional revenue opportunities and created an even bigger barrier to potential ‘intruders’ into their market.
Another trend which we have been seeing lately is more specific segmentation into microsites:
Some partners are segmenting their niche market in order to stay competitive and service and support their readers in exactly the way they expect. This involves a single job site developing into several sites – each with its own target group and advertiser profile. By following their readers needs, the publishers have been able to both increase the number of match ads sold as well as significantly increase interest from users and advertisers.
Sweden
In Sweden, MatchWork’s clients include the three largest national newspapers and a very innovative and successful job portal which has been set up as a syndicate to display job ads from newspapers across the country. In Sweden, this is leading a new trend where separate online sales organisations are being established to sell online classified job matching to new segments which have never before been advertisers in national media. This new approach is very successful compared with the traditional way sales departments have previously handled incoming calls from advertisers wanting a print ad. Even though it is a rather new activity, new online revenues are being generated to counter declining print ad revenue.
Germany
In Germany, Verlagsgesellschaft Madsack is using MatchWork with increasing success for two of its publications “Hannoversche Allgemeine Zeitung” and “Neue Presse”. From 1st April, each and every display job ad is being matched and this is being promoted successfully as a print/online combination to advertisers. In addition, the sales strategy is to offer online with optional cross-media use of the different platforms (online to print/print to online). A reference lineage ad in the relevant newspaper is supplied free of charge.
To boost the CV database, Verlagsgesellschaft Madsack is currently running an intensive promotion campaign which shows that advertising can have a very positive effect. Since the launch of the job portal, more than 4,000 users have registered, more then 3,500 active CVs have already been entered into the system and around 100 CVs are being added weekly.
Growth Potential
As well as proven performance, MatchWork offers great potential for further growth. As Torben Dyhr adds: “We are helping publishers adapt from being experienced farmers of incoming business to aggressive hunters of new business. Our online technology delivers best-of-breed job sites and these, combined with the unique matching system, give publishers extra strength to win new business.”