Boston Globe Gets in on Auction-Based Bidding
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Written By Reprise Media | May 12, 2005 | Share This
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Taking a page from Google’s playbook, The Boston Globe has announced they’ll be auctioning off the front half-page ad in its Sunday recruitment section in a manner similar to Google’s bid-based system (though the minimums are set, ummm…substantially higher).
Bids can be placed at BostonWorks.com, starting at $15,000 and increasing in $500 increments to a max of $39,500.
“We’re taking the best of the Internet and applying it to print,” says BostonWorks General Manager Tim Murphy. And he’s right - newspapers are going to have to adapt the models that have made online advertising so successful if they want to stay competitive.
Doing so is ultimately in their best interests - they have the potential to pull in more money this way and have more options when it comes to filling up space, other than selling below the rate card or running a house ad. This makes even more sense when you take into account the the soft state of the job market and the shrinking size of the Help Wanted section (thanks Dubya!)
Ad pricing isn’t the only area where the Boston Globe is taking its cues from the online world. The “Big Gig” page on BostonWorks.com features the blogs (technically the Globe calls them ‘diaries’) of 5 readers who won their “dream jobs” in a Globe-sponsored contest. While I’m not sure anyone ever dreamed of being a Staples Marketing Coordinator when they grew up, the Cookie Tester gig sounds pretty awesome.
Topics: Publishing |