For newspaper companies to protect or grow recruitment advertising, improvements, changes and diversification is required. If ad budgets are spreading dollars to other vehicles, newspapers need to provide those alternate vehicles to reclaim those dollars. There are indications of an increase in television recruiting advertising, especially on the West Coast. Media companies with television holdings such as Tribune, Gannett Co. and Belo , are positioned to capture some of that. Other newspaper companies await FCC consideration of cross ownership rules before they test the broadcast waters.
Newspapers can also partner with TV stations, rather than competing directly.
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