Telegraph Media Group reveals the changing role of Newspaper Advertising

Telegraph Media Group (TMG) reveals that companies looking to recruit achieve the best results with integrated advertising campaigns, which incorporate online and in-paper activity.

TMG commissioned the research to better understand the changing role of national newspaper advertising in a digital world, the emerging role of national newspaper website advertising and the value of the newspaper brand.

The key findings are:

- The newspaper plays a role in creating awareness of jobs and driving people online. Meanwhile, online plays more of a role at the 'research' stage. So the two have distinct roles which, when put together, make a more powerful offering for an advertiser.

- Passive job seekers are seen by the employment market to be increasingly important. The newspaper knows which sections of the paper job seekers are likely to read - aside from the recruitment section - so companies can advertise creatively in those areas to reach the passive job seeker

- People have associations with the Telegraph brand which reflects well on job advertising. Therefore the jobs advertised are assumed to be better paid, better prospects or even to exist in the first place.

Alex Foster, Classified Sales Director at TMG, said: ìNewspapers still play a crucial role in recruitment advertising on a number of levels. On a practical level our research shows the papers do the job of creating awareness and driving people to find out more online, because it's online where people research the jobs on offer. In fact, the addition of online allows recruiters to be more creative with their messages, leaving the small print to the online version of the campaign and allowing print to create the awareness it does best. Secondly, the newspaper brand, whether online or in paper, lends its reputation to recruitersí advertisements. It makes the reader see the job as more credible, have better prospects and be more 'for them' than if they had seen the ad in other, less prestigious environments.