Press raises its game in print advertising

The national press is upping the stakes in the recruitment advertising market, with the Financial Times the latest to undergo a relaunch in that area.

The FT relaunched its Executive Appointments section on 9 September, with the supplement boasting more editorial content than previously, and will be published each Thursday.

Steve Playford, managing director of Financial Times Recruitment Solutions, which manages all the publication’s recruitment offerings, told Recruiter: “Print has to have a new unique selling point and what print is very good at is reaching a passive audience. Having editorial in the section gives us that ability.

“We think it’s right for us and we think it’s the right thing to do. We’ve taken on a dedicated recruitment editor, Peter Whitehead, and we’ve absolutely no plans to to scale down the size of the operation.”

The FT’s move follows a similar one earlier in the year by The Daily Telegraph. However, The Times and The Sunday Times, owned by Rupert Murdoch’s News International, say they have no plans to change their recruitment advertising, nor to scale up or down resources devoted to that section of the publications.

There is still quite a lot of public sector stuff out there, which maybe is surprising, given the economic climate

Simon Farnfield, business manager of The Times and The Sunday Times, told Recruiter that the market was “still tough” but added: “There is quite a lot of public sector stuff out there, which maybe is surprising, given the economic climate and the spending review but perhaps makes sense because, when you make changes to local authorities, you need to recruit strong leaders to make those changes.”

 

 

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