Newspaper circulation is down - big surprise?

By
Real Estate Agent with Sand Dollar Realty Group, Inc. BK627826

According to articles in the Orlando Sentinel and USA Today, newspapers around the country are reporting more declines in their circulation for both daily and Sunday readership. The Miami Herald down 7.7%, the Orlando Sentinel down 0.4%, Wall Street Journal down 1.53%, and the New York Times down 4.5% compared to last year's statistics.

One thing that they don't tell you in these statistics (something I still don't quite understand) is that many of the local papers will give you a free daily subscription if you buy a Sunday subscription.  I have gotten the Sunday Orlando Sentinel delivered to my house for about 15 years now.  About 5 years ago they started delivering the Friday and Saturday papers for free without explanation.  Now they deliver to me 7 days a week without explanation and just bill me for Sunday.  And they don't just deliver to me, they deliver to everyone in my neighborhood that subscribes to the Sunday edition.  It must cost a fortune to pay to print and deliver those newspapers.  I guess it helps to boost their circulation numbers. Otherwise their daily subscriptions might be near zero, I am guessing.

Interesting statistics since these newspapers (especially the local ones) are constantly trying to get Realtors and FSBOs to advertise their properties for sale in them.  I have found tenants for a few properties in the last few years as a result of newspaper ads, but I honestly cannot remember the last time that I sold something through a newspaper ad.  And the cost of a newspaper ad is outrageous when compared to online ads.  Is anyone else getting in regular response to newspaper print classifieds?  I wonder.

 

Copyright © 2007. Sand Dollar Realty Group, Inc. All rights reserved.

Rob Arnold, ABR, CPL, GRI, Full service and investor friendly Realtor, Managing real estate broker, Licensed mortgage broker, Notary Public

407-389-7318 http://www.sdrhouses.com/ http://www.webuyhousesflorida.com/

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Ambassador
580,090
Rich Jacobson
Fathom Realty West Sound - Poulsbo, WA
Your Kitsap County WA Real Estate Broker
Bill O'Reilly did a spot last night on this issue. He feels that a lot of the more liberal papers are losing readership due to their overly slanted biases. I tend to believe that people are simply getting their news through TV and the Internet. Printed anything is becoming a dinosaur.
Nov 06, 2007 02:29 AM #1
Rainer
28,228
Mark Pilatowski
myClosingSPACE - Manhattan, NY

Newspapers are starting to wake up and realize that print editions are going to continue to decline in popularity as more and more people get their news online. That's why NY Times recently decided to open all of their content and begin selling more ad space online. WSJ is still holding some content hostage but I am not sure they can afford to do it much longer. People will get the news elsewhere.

Print advertising is far too expensive for what you get. You can't get the detailed and real time reporting that you get from web advertising. It is also more restrictive in terms of what you can do with the ads. For the price of one print ad you can run multiple web ads on different sites and actually see how many users saw your ad, interacted with your ad, and actually converted through your ad. The Internet is killing print news media and the advertising dilemma may be the final blow.

Nov 06, 2007 02:31 AM #2
Rainer
28,228
Mark Pilatowski
myClosingSPACE - Manhattan, NY
Of course O'Reilly would say that. He is good a spewing nonsense with no basis in reality. The fact is the rise of the Internet has lead to the decline of print newspapers. Why wait for a paper or walk out in the cold to get it off the front step when I can hop on my computer and get the news from as many different sources as I want?
Nov 06, 2007 02:33 AM #3
Rainer
31,469
Keith Stoller
Keith Stoller Tax & Business Solutions - Bakersfield, CA
It surprises me.  I hear cat and bird ownership is up.  What do people line the boxes and cages with?  USA Today is up a little over a percent I heard.  Maybe it's the absorbency? Have a laugh and a good day.
Nov 06, 2007 03:03 AM #4
Rainer
118,460
Erin Stumpf (Attardi)
Coldwell Banker - Sacramento, CA
916-342-1372 / DRE# 01706589 Sacramento, CA
Hmm...I am not too surprised.  I get most of my news online these days, and when I do advertise in the papers I don't get that great of a response...
Nov 06, 2007 06:22 AM #5
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F

Rich - I think you are right about the print media being a dinosaur.  I don't know about O'Reilley and the biased media, but I wouldn't doubt that many editors have their own agenda.

Mark - I had not visited the WSJ online in a while until a few weeks ago.  I am glad to see they finally started making most of the info freely accessible.  I agree print advertising is way to expensive.

Keith - Now that is funny.  I get the same thing with junk mail at the office.  I will get 40 real estate catalogs for all the agents.  Most of the agents never even come into the office unless there is a closing.  I end up needing 2 recycling bins every week to put all the newspapers and junk mail in.

Erin - I get most of my news online too.  I hit about 5 websites every morning for about 15 minutes and that keeps me mostly up to date.

 

Nov 06, 2007 06:33 AM #6
Ambassador
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Gary Woltal
Keller Williams Realty - Flower Mound, TX
Assoc. Broker Realtor SFR Dallas Ft. Worth
Rob, I saw the statistics on circulation of the newspapers too. I'm a dinosaur and still read the paper every day. With print advertising for real estate it is being wasted on the 30 yr old and younger crowd. It might work for the 55 and older crowd though. It depends what you are targeting. Print also has their online versions but I don't know how many people read ads online other than Craigslist and eBay.
Nov 06, 2007 01:43 PM #7
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F
Gary- Thanks for sharing.  That was the type of input I was hoping to get.
Nov 07, 2007 01:14 AM #8
Rainmaker
300,275
Heather the Realtor Orlando, Lake Mary
LemonTree Realty - Orlando, FL
First Time Home Buyers, Bank Owned Homes
Mark I think a lot of newspapers are highly slanted, hence why our Orlando sentinel is called the slantinel. In a metropoltian area it's sad we only have 1 newspaper. In area's such as NYC, Washington dc even tampa where there are more newspapers there also seems to be more readership and less slanting of the news. But Rob while I keep my listings in the paper to a minimum and do not advertise in Sundays paper I have sold and received buyers off my high end listings through the Slantinel.
Nov 07, 2007 01:57 AM #9
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F
Heather - I have always thought that the Sentinel needed some competition.  With the rise of internet ads, the competition may be the internet sites as opposed to a print paper.  Thanks for sharing.
Nov 07, 2007 06:19 AM #10
Rainer
304,164
Cynthia Tilghman, Realtor® Onslow County NC Home Specialist
Kingsbridge Realty, Inc - Hubert, NC
Hi Rob,
We just do not do print ads anymore.  The cost is prohibitive and results are poor or non-existent.  I believe money is better spent elsewhere.
Nov 07, 2007 11:43 AM #11
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F

Cynthia - Thank you for your input.  I haven't had good results in the paper in quite a while except for rentals.

Nov 08, 2007 01:39 AM #12
Ambassador
920,146
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate
Rob the same thing has happened in Ann Arbor, less subcribers and the paper is smaller with less pages.
Nov 11, 2007 01:10 AM #13
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F

Missy - Apparently it is quite a national trend.  Print newspapers are slowly going extinct.

Nov 11, 2007 02:44 AM #14
Rainmaker
698,837
Brian Block
RE/MAX Allegiance, Managing Broker/Branch Vice President - McLean, VA
Northern Virginia & D.C. Real Estate
Rob, not a surprise.  I'm probably one of the only ones left in my 30-something peer group that still has a subscription and regularly reads the newspaper (and I get 2 -- Washington Post and Washington Times).
Nov 16, 2007 08:38 AM #15
Rainmaker
1,013,321
Rob Arnold
Sand Dollar Realty Group, Inc. - Altamonte Springs, FL
Metro Orlando Full Service - Investor Friendly & F
I started subscribing to the Sunday Orlando Sentinel about 15 years ago (pre-internet days).  Now they give me the other 6 days of the week for free.  I have thought about cancelling my subscription as of lately - I'm a 30-something too.
Nov 16, 2007 08:54 AM #16
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