The purpose of this study is to investigate how providers of information on job opportunities acquire and distribute job information in metropolitan areas. In particular, I intend to focus on the publishers of magazines offering job information for part-time workers. The study area is the Nagoya metropolitan area. The results are based on data from Internet websites, interviews with surveyed publishers, and a content analysis of job information magazines. First, I examined the locational pattern of publishers of job information magazines in Japan. In non-metropolitan areas, these publishers tend to locate in a single office, which acts as both the headquarters as well as the production department for customer acquisition. This is because they are located in low demand areas. On the other hand, those in metropolitan areas tend to locate the front office, which manages the marketing operations of the metropolitan areas, in downtown areas. The production departments for customer acquisition are located in the suburbs because the demand in metropolitan areas is far greater than that in non-metropolitan areas. Second, I examined the details of the locations of front offices, production departments and advertising agencies, presence or absence of territory restrictions and, the processes of acquiring job information in the Nagoya metropolitan area. Those publishers who get customers for themselves, locate a moderate number of production departments in the suburbs and adopt territory restrictions for them, in order to increase business efficiency. On the other hand, those publishers who have few or no production departments, are in contact with numerous advertising agencies in downtown areas, but only with specific agencies in the suburbs. These facts suggest that the publishers of job information magazines strategically consider locational characteristics such as the differences between the downtown areas and the suburbs. The staff members working in the production departments and advertising agencies tend to target customers in the vicinity of their places of work, due to time and spatial constraints. Therefore, the locations of the production departments and advertising agencies are similar to those of the customers. Third, I examined the distribution patterns of job information magazines. The publishers are able to set up special racks for free copies of their magazines, based on their own distribution needs. Therefore, the publication and distribution of free magazines, in comparison to paid ones, tend to reflect the strategies of the publishers. Major publishers tend to divide metropolitan areas into several distribution sectors, and distribute free copies of their magazines in each area as a local edition. On the other hand, since it is difficult for smaller publishers to increase the number of advertisements on job openings for different parts of the suburbs, they tend to only distribute a single-edition free magazine within the Nagoya metropolitan area. Their distribution points in downtown areas are mainly at train stations, where a large number of people pour in every day from within the whole metropolitan area. In contrast, those in the suburbs are mainly at convenience stores that are used by residents who live in the vicinity of these stores. There is some overlap of districts for the distribution points for each suburban edition in downtown areas. These overlapping districts are the meeting places of suburban residents. The results of this study clearly show that the spatial characteristics of metropolitan areas are important, with respect to the strategies used by publishers to acquire and distribute job information.
View full abstract