HotJobs Reinks Ad Deal With IBS

NEW YORK HotJobs has renewed a national advertising deal that includes online and on-air promotions with Internet Broadcasting System, a network of local news Web sites.

The agreement calls for HotJobs, an online job market owned by Sunnyvale, Calif.-based Yahoo!, to power the employment areas of IBS-operated Web sites belonging to 55 TV network affiliates, many owned by NBC, Cox Television, The Washington Post Company and Hearst Argyle. The number of participating markets is up 57 percent from last year’s 35, following IBS’ addition of Cox to its portfolio in January.

The on-air portion of the deal, now in its fourth year, includes co-branded TV spots on the affiliate stations that will inform people about the local job-searching resource.

The renewal comes as IBS looks to expand its base of national advertisers by selling its online news network as a way to reach a large, unduplicated, primarily at-work audience.

National advertisers, which include United Airlines, America Online and AutoTrader, currently represent about 10 percent of the Minneapolis-based company’s ad revenue; local advertisers make up the balance, according to CEO Tolman F. Geffs. IBS, which is on pace to claim about $60 million in ad revenue this year, expects to increase national advertising by 60 percent next year and local by 30 percent, he said.