Monster Pairs With Tech Company to Increase Newspaper Ties

Monster Worldwide Inc. (MNST), a leading job-search Web site, is taking its latest step to forge partnerships with traditional media by linking with a technology company that runs the online help-wanted sites for more than 200 newspapers.

Monster has already signed up 55 newspapers as partners and is hoping to reach deals with many more through a wide-ranging alliance it announced Tuesday with Adicio Inc., a Carlsbad, Calif.-based technology company.

Under the deal, newspapers using Adicio's service will have several options to increase their ties with Monster, including having their own employment ads co-listed in Monster's database and giving online advertisers an easy way to buy print ads in the paper.

Financial terms weren't disclosed.

Tony Lee, who is in charge of business partnerships for Adicio, said the arrangement wasn't exclusive to Monster, so Adicio's newspaper clients could still choose to ally with a rival such as Yahoo Inc.'s HotJobs site.

The potential for growing Monster's newspaper partners is significant because Adicio's clients include a number of major newspapers including The Seattle Times, the Star Tribune of Minneapolis, the Las Vegas Review-Journal and CareerJournal, a job-search site run by The Wall Street Journal.

The Wall Street Journal's owner, financial publishing company Dow Jones & Co. (DJ), owns a 40 percent stake in Adicio, with the rest held by private investors.

Monster was long seen as a threat to newspapers' lucrative classified help-wanted business, which is being challenged by many online alternatives including the free classified site Craigslist.

But starting last year, Monster began signing partnership deals with newspapers including The Philadelphia Inquirer and now has arrangements with The New York Times, the St. Petersburg (Fla.) Times and other major papers.

Newspapers are taking a variety of approaches to the threat of losing their highly profitable classified advertising revenue to the Web.

The three largest newspaper companies, Gannett Co. (GCI), Tribune Co. (TRB) and McClatchy Co. (MNI), co-own a major print-online job-search business called CareerBuilder, and a number of other newspapers signed up with Yahoo (YHOO) to share listing on HotJobs.