Journal with another lame website

The Milwaukee Journal Sentinel has gone with another partnership with Monster.com in an effort to boost recruitment advertising.
Since I got into the business in 1995, the newspaper has tried a number of different iterations in an attempt to gain back the recruitment advertising revenue lost from the print side.
It started in 1998 with Employment Wizard which was just the paper scanning the print ads and putting them online.

When compared to their main rivals at the time, WisconsinJobs.com and MilwaukeeJobs.com, it was a novice site. That changed into a better attempt with JSOnline, then a partnership with Monster.com. That ended with the paper going back to promoting their own job section on the website. Now the partnership with Monster is back.
The problem the paper faces hasn't changed, how do you recover the dollars that were spent on recruitment advertising with them and are now going somewhere else?

Currently MilwaukeeJobs.com is the remaining local big player, however even they are under threat by LinkedIn.com, Indeed.com, and social media, what is the Journal Sentinel to do?
There are no easy answers, however having been part of the local recruitment wars from 1997-2010 and seen first hand the changes the paper made to their site over that time, I would figure out what my strengths are as an organization and resource. What is the community lacking and can our organization fill that need and more importantly dominate it?
For example I would find out what demographics read the physical paper and more importantly use the website. Then create a job website based around and marketed to those demographics. If the data showed the website was popular with medical personnel and lawyers, I would concentrate on a design and features that would cater to those groups and focus my marketing efforts on those groups. It would be a niche website, but I would work to be the absolute best recruiting website for those demographics so that no matter what other sources a company uses to get those people they have to include me somewhere in the mix.  If other companies wanted to advertise other positions I wouldn't turn them down, however I would understand that revenues would be grown strictly from my dominance of that category of job seekers. The hard part is figuring out what that niche would be. If it was easy all companies would have that figured out and never struggle.
Ev
A Heck of A Nice Guy