Note that recruitment advertising in 2009 was a tenth of what it had been in the booming economy of 2000. In fact, it fell by nearly two-thirds in a single year, from 2008 to 2009. Unless a double-dip recession materializes or this proves to be a true jobless recovery, I expect some of that advertising to come back later in 2010 and through 2011.
But look at “other.” It is nearly equal to what it was in 2000. And it has gone from the smallest of the four categories to the largest, by far. “Everything else has shrunk while it has stayed steady,” Mort Goldstrom, vice president of revenue development at the Newspaper Association of America, told me.
- Antiques and collectibles, 3 columns
- Miscellaneous articles, 2 columns
- Computer and electronics, 1 column
- Service directory, 4 columns
- Furniture, 2 columns
- Sporting goods, 1.5 columns
- Pets, 4 columns
- Boats, 1.5 columns
Compare that to just five columns for jobs listings (though autos filled a robust four pages).