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It is better
to not be on
the web than
to be on and
not know why

John Sumser

is more
it seems.
John Gall


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Shortage Opportunity

(June 11, 2003) - The story itself is interesting:

Maryland hospitals faced "critical" shortages of health care workers in 2002, causing longer waits for many patients, the state's hospital association reported yesterday.

The association surveyed 47 health care facilities and found that the biggest shortages were among technical workers and, to a lesser degree, nurses.

"The first place patients are impacted is in the emergency department where their waits will be longer," said Catherine Crowley, vice president of the Maryland Hospital Association. "It will affect the person who is less critically ill, less in need of care."

The survey reported that 21.5 percent of full-time jobs for radiation therapy technologists, who treat cancer patients, are vacant. Crowley said hospitals and outpatient clinics need more radiation therapy techs because of a "phenomenal increase in the number of cancer treatments."
- Washington Post May 29

Even better is the co-location of a job search page adjacent to the story. We've been talking about content adjacency for years. The best place to advertise jobs is right next to relevant content.

Traditional journalism folks have had a had time coming to terms with the idea that content is a platform for marketing. Others (the San Francisco Chronicle was notably in the lead on this one) have figured out how to leverage the underlying strengths of the newspaper: demographic targeting and content volume.

Leave it to the Post to get this problem solved in an effective way. More often than not, the company has decided to push the ball forward on its own. The rest of the newspaper industry has tried to cobble together the resources in committee-structured plays. The Washington Post Jobs team deserves an acknowledgement for a job well done.

John Sumser

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Materials written by John Sumser © TwoColorHat. All Rights Reserved.
Mill Valley, CA 94941

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         Materials written
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