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  • White Tornado


    (November 7, 2001)  Remember TopJob? It was a great brand of ammonia based cleanser famous for the fact that it "cleaned like a white tornado". Whatever that meant. We always assumed that there wasn't a brand by that name in our space because of a combination of good sense and trademark law. After all, who would really want to be an ammonia based Job Board?

    Well, there is a product called TopJobs and it's an exciting, if somewhat simplistic, implementation of the idea that we've been writing about for years: content adjacency. Our notion is that if you can place relevant classified advertising to appear next to relevant content, you increase the exposure of an ad to the right people. Underlying the concept was a real concern for the newspaper industry which seems to be intent on losing its employment advertising franchise permanently.

    TopJobs, which we'd describe as content adjacency minus the relevance, is an interesting placement technique currently in use in a variety of hard to predict places around the San Francisco Gate website. The SFGate is the San Francisco Chronicle's website, sort of. The name has to do with the fact that the Golden Gate Bridge is in San Francisco. It's separate from the Chronicle because... well, it isn't really. Branding and consistency are still sort of new to the Newspaper industry. 

    Anyhow, confusions aside, TopJobs takes employment advertising out of the classified ghetto and places it directly in the same page as real stuff in the website so the job ads are just like regular content and easier to find.

    For instance, if you visit this article in the health section, you'll see some jobs listed on the right hand side of the page. No nursing jobs, mind you. But Jobs nonetheless. In some of the pages around the website, this service is available. Unfortunately, the business model, which treats TopJobs as an upsell rather than a standard feature, prevents the long term accomplishment of the sort of adjacency that would make a significant difference.

    Still, it's a neat technical trick. Once the Chronicle team integrates this offering with the rest of its jobs database, it will be a remarkable offering. For now, think of it as a beta version of something that will be very powerful one day.

    - John Sumser © TwoColorHat. All Rights Reserved.

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    © 2013 interbiznet.
    All Rights Reserved.

    Materials written
    by John Sumser
    © TwoColorHat.
    All Rights Reserved.

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         © 2013 interbiznet.
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         Materials written
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         © TwoColorHat.
         All Rights Reserved.