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Employmentadvertisements (ads) prevailin newspapersin the Western world. Surveys report thatup to 90% of profit and nonprofit organizations post such ads (cf. Bureau of Newspaper Advertising, 1992; Mason & Belt, 1986). Yet, only very limited insight is available on the dynamics that govern this medium. Although employment ads are assumed to be a re-cruitment vehicle, research in human resources man-agement on organizational recruiting repeatedly confirms that ads are less effective than other sources (cf. Decker & Cornelius, 1979; Saks, 1994; Wanous, 1992; Williams, Labig, & Stone, 1993). In other words, employmentads area poor and expensive vehicle foremployee recruitment; yet they continue to be used. A review of literature in organizational behavior, organizational theory, and related areas such as sociology, communication, and marketing provides little insight into employment ads. This …