HBRA Spot For The Los Angeles Times Adapted For Newspapers Nationwide

Business Wire, Dec 12, 2001

Business Editors

LOS ANGELES--(BUSINESS WIRE)--Dec. 12, 2001

After a successful launch in Southern California, television work produced for Los Angeles Times by Heil-Brice Retail Advertising in Newport Beach, Calif., is airing in markets nationwide.

The spot, entitled "nepotism" supports CareerBuilder, the fastest-growing recruitment and career-advancement source for employers, recruiters and job seekers -- in print and online. Backed by Tribune Co., parent of Los Angeles Times, and Knight-Ridder Inc., CareerBuilder provides print and online recruitment solutions in major markets throughout the United States.

The spot is one of a series of commercials originally intended to air in Los Angeles only to promote the Times Classifieds. However, recognizing its poignant message and creative delivery, CareerBuilder, Tribune and Knight-Ridder decided to also use the spot in seven additional markets nationwide: Philadelphia, San Francisco/San Jose, Miami, Kansas City, Mo., Dallas, Charlotte, N.C., and Minneapolis/St. Paul. The spot tells the story of a young, up-and-coming sales executive who misses out on an expected promotion only to find himself working for his boss' slacker son.

According to Steve Barth, Vice President of Classified Advertising and General Manager of Los Angeles Times Interactive, "HBRA did a fine job of appealing to both active and passive job seekers via a humorous scenario that real people can relate to. Just as importantly, the spot drives home the point that the Los Angeles Times Classifieds -- in partnership with CareerBuilder -- offers job seekers a multi-media advantage that sets it apart from the competition."

The companies used the spot in support of CareerBuilder, Tribune and Knight-Ridder's introduction of help wanted sections in the Sunday editions of more than 30 Tribune and Knight-Ridder daily newspapers.

Tribune's 11 daily newspapers and associated Web sites that now carry the CareerBuilder brand include newspapers including Chicago Tribune, The South Florida Sun-Sentinel, New York Newsday, The Allentown Morning Call, The Baltimore Sun, Newport News, Va., Daily Press, The Orlando Sentinel, The Hartford Courant, The Greenwich Time/Stamford Advocate, as well as Los Angeles Times. Knight-Ridder newspapers include The Philadelphia Inquirer, The Mercury News/Contra Costa Times, The Miami Herald, Fort Worth Star-Telegram, The Kansas City Star, The Charlotte Observer and The St. Paul Pioneer Press.

The commercial was adapted into :20, :15 and :10 second versions and carry the positioning lines established for each market. Los Angeles Times also continues to use the slogan "In Print. On Line. Your Future Is Here" developed by HBRA and launched in mid-August. In Los Angeles alone, the campaign includes more than 60 print ads, 7 radio spots and 5 television commercials.