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National Network III

(June 09, 2004) - From a number of perspectives, the CareerCast national database seems like a perpetual motion machine. All of the basic elements of a functioning commercial job board are missing except the listings component. Decentralized administration allows a broad range of interpretations of terms of use, product definitions, pricing schemes and value descriptors.

When we asked about traffic, we were told that the increased number of listings is the driver behind traffic to the national database. Initially, we found the answer puzzling. With some reflection, it is clear that "traffic" means the length of time a visitor stays on a site. Clearly, in a case like the East Valley Tribune, broader coverage expands the opportunity for a visitor to poke around. 50,000 ads will take longer to sift than the core 200 available in the East Valley.

So, "traffic" in the national database is little more than extended viewing time for current visitors. But, CareerCast is well on the way to what boils down to billing for time spent by a visitor. With 1 Million page views per month and 20 jobs per page, a 30 day ad buys the statistical probability that the job will be listed 400 times in search results.

Keeping the various service descriptions consistent and accurate is going to be tough. According to the East Valley Tribune:

the National Network, which consists of more than 75 member sites across the United States. The National Network receives more than 1 million page views per month. Members include Career Journal, Freedom Communications newspapers, Ottaway Newspapers, Northwest Classifieds, Seattle Times, OC Job Finder and San Diego Union-Tribune, just to name a few.

Meanwhile,  the Emerald Coast group simply points to CareerCast's description page, giving a different definition. Part of the fun of managing a complex entity is keeping the collateral materials up to date and in sequence. Without an investment in marketing and sales, this unprofessional face of the network will be the thing that limits and slows its growth.

That said, absolutely none of the flaws of the national database will make it fail. Scaling smoothly as a component of CareerCast's growth may be another story. The national database gives CareerCast a defensible and non-repeatable competitive advantage in its niche as a supplier to the newspaper industry. It will be very hard for competitors to entice CareerCast's national database customers away.

John Sumser


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