CareerBuilder.com is one of the world’s largest online job sites. It is owned by The Tribune Company (TRB), McClatchy (MNI), and Gannett (GCI). Yesterday, the company fired its advertising agency, Cramer-Krasselt, apparently because the CareerBuilder ads for the Super Bowl did not rank high enough in the USA Today realtime poll of consumers who watched the big game.
Now, there’s a fine idea. Sack you ad agency of five years because of an instant straw poll of how your TV ads did. The story would be funny if it were not true. Over that period, CareerBuilder passed rival Monster in both listing and visitors.
The guy who runs CareerBuilder, Matt Ferguson, should be shown the door by the three newspaper companies who own the web property. The board is made up of management of all three.
CareerBuilder describes its corporate culture this way: "Our corporate culture is carefully tempered with the professionalism, positivism and camaraderie that one would expect from an industry leader. Our rapid growth is the result of a dynamic workforce, coupled with careful and calculated planning."
The public humilation of a major supplier would seem to undermine that considerabley.
Douglas A. McIntyre
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