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All "Print" is Not the Same

Magazines vs newspapers

So-called "experts" lump all print into one category and then bluster that Print Is Dead. The facts tell a different story. It is true that newspaper readership has declined 18% since 1994*. However, the audience for magazines has increased, even during the period when the Internet became popular. From 1994 until 2008 the readership of magazines increased from 166 million to 188.9 million, a gain of 13%.**

That's because magazines deliver targeted content to a target audience. If you're interested in reaching active homebuyers and sellers, Homes & Land can help.

Sources: *Newspaper Advertising Association of America 1994 - 2007
**Mediamark Research Inteligence 1994-2008

Posted by Russell Haskins | Think Big. Think Homes & Land. Print | Direct Mail | Web on 06/04/2009 03:02 PM

Comments (4)

All "Print" Is Not the Same in the Offline Marketing Channel

print advertising

Post is included in group: The Art Of Marketing You
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4 Comments on All "Print" is Not the Same

JUN

Good luck with the marketing. Buyers do pick up free magazines when they see them at the store but because agents have a certain budget for advertising they may prefer the newspaper or internet.

I have been part of a team that used homes and land, we found the circulation in the lower mainland of BC was not what it need to be to warrant the 1000 dollars a month that it was costing to be it the mag. At some point this might be a good ad resource but I think with the way everything is going most buyers 86% or more go straight to the internet, and we can us it for almost nothing.

Happy selling.

Cheers!

JUN

I like this graphic. I like RE mags. I don't think RE mags are going away. But they are not all reated equal.

Gita: When it comes to cost, our magazine is much more affordable than a newspaper ad especially when you consider the length of time the ad lasts. Newspapers typically have a 15 minute lifespan while our readers will hold onto our magazines for months, somtimes years! Also, according to NAR only about 3% of newspaper readers have an interest in real estate compared to the vast majority of our readers who seek out and pick up our magazine because they are looking for real estate.

Chris: We agree its very important to be online as we have over 20 web sites we syndicate our advertisers listings too. Our site, HomesAndLand.com, is the #1 site reaching affluent traffic over all other sites including Realtor.com. Over 50% of our traffic has an income over $100,000. It's also true that many do go online to find homes and details about the listing but they're not going online to find an agent (NAR: only 3% of buyers go online to find an agent). That's where branding in Homes & Land helps you vs just being online. Sellers want to see who's marketing and they're not looking online to find out how you're marketing online, they're going to pick up the local Homes & Land.

Jim: I couldn't agree more :)

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