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"Why
should I advertise vacancies on web sites.."?
1. Why not
advertise on my company web site?
Why on some
other e-zine or web site? Why NOT on my company's own web site?
But this argument is like saying, "Why don't place our product
billboards in our company premises?" (as it will cost us peanuts)
. But, who is going to view that hoarding? Your employees, at the
most may be your suppliers, bankers, and transporters! The question
is who is your target audience? The public in general or is it some
specific community depending on demographics/ psychographics.
You see, what about those people who are not geographically accessible
to your communication through any other media? Even if they were
accessible, the total end cost of reaching them would be killing
your Ad budget for the entire year.
2. But you
forget the print media?
Print media
in general and in particular, in places like India is more geographically
focused rather than towards the audience. Many reasons: for instance
because of so many regional languages almost every state has its
own separate language. English newspapers have a rather restricted
circulation to the cities & major towns. If a advertiser wants
to reach the entire country; I mean at least the major cities, he
has to purchase ad space in about 4-5 editions of different newspapers.
This means that his Ad spending will zoom through the roof. Similar
reach can be achieved in the targeted audience with fractional cost
through the web.
3. What about
on-line newspapers?
Online Indian
newspapers & the few Indian news portals are primarily read
by Non resident Indians: sometimes to the extent of 85 - 90 % of
the total 'eyeballs'. Indian viewers in India have access to the
print newspaper at home or work place.
4. What about
non-niche job sites?
In the long
run, only vertical portals would survive & make money in the
Internet business. I firmly believe that only 5-6 horizontal portals
will survive in the global Internet scene, which would have deep
pockets & the technology edge. Its very important for the new
players entering the Internet business to carve out new niches which
target at a very specific audience which fulfil
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