Times Service Employs New Slant

The success of last year’s launch campaign for The New York Times’ recruitment-services offering, Job Market, led the newspaper to expand the media buy and multicultural scope of the 2003 effort.

The ads, which break today and tout Job Market’s print and online components to employers and job seekers, include TV, radio, print, Internet and outdoor executions. Created by Bozell in New York, the work was adapted for Asian-American, Hispanic, Chinese, Korean and Russian audiences by Times multicultural shops Kang & Lee and The Bravo Group, both in New York.

Four TV spots, one of which shows a woman throwing up a shredded Job Market section of the Times like confetti after she gets a new job, will run on network and cable stations in the tristate area, along with multicultural stations such as Telemundo.

Text-only print ads show the words “Job Market” with the tagline, “Put yourself in a better position,” which was created when Job Market launched a year ago. The tagline is adapted into different languages in outdoor ads.

“January is a very important time in terms of recruitment,” said Alyse Myers, Times vp of marketing services. “This year, we expanded with new creative, a new media buy and an increased multicultural effort.”

Previous print ads by Bozell showed headshots of people superimposed over folks doing different jobs, such as a teacher in a museum.

Spending was undisclosed. Overall, the newspaper spent $10 million in measured media in 2001 and about $7 million during the first 10 months of 2002, according to CMR.