In the first quarter of this year, Jobs.com was among the top 10 Internet/E-Commerce radio advertisers in the New York Market, spending almost as much in those three months as it did in all of 1999, according to the New York Radio Market X-Ray.

Why has radio been so successful for this Dallas-based employment website? According to Tanya Bauer, brand advertising manager, it creates brand awareness, "and drives traffic to our site. We've seen a tremendous increase in traffic [unique visitors] to our site that is directly in response to our advertising."

"When we ran radio, hits on the website would go up 200-400%"

In addition, Bauer believes the company's creative approach has contributed to its broadcast success. Author Tom Peters serves as spokesperson in all radio (and TV) commercials. The ad campaign is built on Jobs.com's tagline, "When you love what you do, you're alive!" It features Peters heralding the coming of the "white collar revolution" and evangelizing the need to aggressively manage one's own career. As Peters puts it: "Be distinct...or extinct."

Last year in an interview in Radio Ink, John Rizzuti, president of Rizzuti, Beckman & Lyman, Jobs.com's agency, said: "When we ran radio, hits on the website would go up 200-400%...Websites with short, memorable names get such good play on their offline advertising. And radio is a natural for that recall."

Frequency, Rizzuti said, "is the key to making it [radio] work...Radio becomes effective when the frequency starts to add up. Frequency is what brands that name to people." In the New York market, Jobs.com airs on 6-10 stations, stretching over 20-30 weeks a year.