Local papers are 'first stop' for jobs

The Newspaper Society has launched a nationwide campaign aimed at selling the regional press as a recruitment vehicle, after a study showed that 51% of people turn to their local newspaper first when looking for a job.

It found a local paper was nearly six times as popular as second placed Jobcentre Plus as a place for seeking employment vacancies.

The NS, the regional press marketing body, is seeking to strengthen its position in one of its most important advertising sectors. Figures from the NS show that recruitment ads brought in £892m last year for the regional press – a third of its revenue.

To leverage the survey's positive findings, the NS marketing director Robert Ray and research manager Alison White, are touring eight towns and cities between today and 12 July to meet agencies and marketers and to publicise regional newspapers' effectiveness in recruitment advertising – with the NS claiming the local press is now the leading medium for recruitment.

Tim Ewington, founding director of Human Capital which conducted the survey, said the findings were based on a self completion postal survey of 8,000 people across the UK, chosen to match the population's profile and was carried out in February.

"They said the local paper remains, overwhelmingly, their first point-of-call when looking for a new job. Regional press-owned websites are their preferred online recruitment choice."

Among the regional press' major clients are the COI, the NHS and major companies like BP and Abbey National.

Ray said: "The regional press remains the UK's biggest print advertising medium and, in 2004, ad revenues exceeded £3bn for the first time. Recruitment advertising has been the regional press industry's dominant advertising revenue-driver for a decade."

The survey was conducted by London-based research agency and media strategists Human Capital for the NS.

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