The comedian Chris Rock once said that men are as loyal as their options. It was a funny bit that made people laugh several years ago and it has been recently rehashed with the whole Tiger Woods saga that is unfolding before his adoring public. The premise of the joke is that men are only loyal to a woman until a better one comes along. Crude, but still funny.
Think about Rock's statement in terms of your driver recruitment advertising. When I started in the trucking industry, I was in charge of a $2,000,000 annual budget that was spent entirely in print media. Today, that same carrier spends $150,000 annually with very little assigned to print media and they are getting better results. They were as loyal as they could be to the newsprint media until something better came along - and that is okay.
The "better option" that came along was the Internet. My former employer is not the only one taking notice of the better option...take a look at any one of the current monthly trade magazines...they're paper thin (no pun intended). The fact is that you can now get far better recognition, coverage, and customer service from the recruitment websites as opposed to the recruitment books. So, why is it still so much more expensive to place a print ad as compared to a digital one? As Chris Rock would say, some folks are mired in their current relationship and haven't discovered the better option yet.
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