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Newspaper vs. the Internet

We know that 80% of individuals are searching the internet when first looking for a home. We also know that newspaper readership and advertising is way down, as a result of the internet. Newspaper prices remain high in many markets around the country. Also, it appears that newspaper readership is more prevalent among older Americans. Does it still make sense to advertise in the newspaper? My premise is yes! If newspaper advertising is the only method of advertising, it would not be as effective as a comprehensive campaign that includes newspapers as part of an overall plan.

Having spent time in Radio Broadcasting, I know that Radio works on Frequency. The more times a message is heard, the more we remember the message. I can still hear the Roto Rooter commercial in my head from childhood. Television can be expensive and hard to reach your target. The internet is vast and also it is important to be where the "surfers" are. Free websites, such as Craig's List can be effective but again, only as part of an overall campaign.

Newspapers are working on improved ways to communicate and stay alive in this competitive field. Many newspaper ads also provide online coverage at no or little extra charge.

Posted by Jim Hirschhorn, GRI, Real Living - Orlando on 01/31/2008 09:46 AM

Comments (21)

newspapers, real estate, real living real estate solutions

21 Comments on Newspaper vs. the Internet

JAN

2008

I agree with you, that newspaper advertising has its benefits as part of an overall campaign.

Newspapers are too expensive for what they provide. It is very easy to get lost amid clusters of other ads. Specific ads targeted for an event might be the exception.

I almost feel likek a hypocrate putting a print add up. The papers slam our industry and livelyhood then ask me for money to advertise. It makes me feel icky.

Jim,

Print will always be there - but just budget your marketing accordingly, and use your newspaper ads to point at a key listing, and provide your website address and blogsite address.

Steve

It is all about ROI! Newspapers are just not as effective a way to spend your dollars. If you are aiming at 55+ you may think about print ads....but you better have a strong campaign to make it work.

Well, we all in agreement, but your newspaper ad needs to point people to your website

I completely eliminated most print advertising from my business plan this year. With the exception of my small hometown paper, I never advertise in the paper. It just doesn't work.

Colleen

All excellent points. I especially like yours Chris. It reminds me of when they send those emails out about everyone not buying gas for one day to send a message to the oil companies! Yea sure!

In our market, I think Realtors check in more than customers as I hear from other agents, "Oh I saw your ad." If this could just turn into new agents!

Dave, you bring up another good point. You can have the best website in the world but if people don't find it on a search engine or if you can't drive them there, what good is it?

We have been doing some research lately on search optimization as well as pay per click sites and it is not cheap! Also, you are only buying one keyword or phrase. So if we buy "Orlando Real Estate" and someone searches "Real Estate in Orlando", we would not come up as a sponsored site

Jim,

Newspaper, Internet, Blogs, pay-per-click, billboards, bus benches, etc.... all are part of a MARKETING program. As independent business people, each of us comes up with our own message and our own style of marketing. Thanks for prodding us to think about our own marketing message and media.

Vance, I personally would have a problem with someone sitting on me at a bus stop! :)

Jim - These are excellent points! Thanks for bringing reasoning back into newspaper ads. I'm not totally against them but they are still quite expensive here. It has to be the right ad for me to jump into the paper.

I wonder if there are any markets where Newspaper is the logical choice. Rates are all based on readership so if you had a smaller market, the paper could be the method that everyone uses. Especialliy in communities where the newspaper staff are known and part of the close knot community. A Little "Waltons Mountain", eh?

The newspaper works better when listing a garage sale! Sometimes it makes the sellers happy to see money spent and the house in the newspaper, but I make it a small part of my marketing effort.

Jeff, You could put a price tag on the actual garage itself. I have heard of agents holding garage sales and selling the house as well.

Hi Jim. MOst companies here are moving their ad dollars from the newspaper media, into internet advertising.

Thanks

Don

Hi Don,

I am from Philadelphia originally and I would think that northern cities, being older and more established, (compared with Orlando) are more geared towards people reading the newspaper. The trend is definitely internet based. Nice website, by the way.

My 2008 budget has zero for print advertising. I have done print advertising in many shapes and forms and received zero! Various Internet forms of expsoure has done tremendous for me and my team.

JUN

2008

You have to work out your own mix. I'm going to become a buyers agent soon, focusing on first timers. Since that is my target, I'll probably only advertise online, on-site, and word of mouth.

AUG

Greeting. The problem with people who have no vices is that generally you can be pretty sure they're going to have some pretty annoying virtues. I am from Bahamas and also now teach English, tell me right I wrote the following sentence: "A cash advance loan provides a good alternative to bouncing a check, stained credit ratings as well as late payment charges." Thanks :D. Caprice.

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