Are Newspapers a Dying Media?

By
Real Estate Agent with The Home Depot/Referrals to Geba Realty

During a sales meeting today in which advertising strategy was the entire topic, the thought came up as to whether or not the print media (newspapers) were a dying breed. Of course, after identifying our target market, we strategized as to where to get the most bang for our buck, especially since that budget was being cut also. But, being in the building and real estate business (primarily land/lots that the company owns) it was important to try and get more traffic in the door in this market that we are in right now. In mentioning that the internet was the prime place to target, there was then a differing of opinions on the newspaper advertising. We went around the conference table and polled whether or not each individual still read newspapers. It was kind of interesting in that most of us in the room are boomers, or older. But, several stated that they read onlya newspaper. I, of course get almost all of my news & information form the internet, and have done so for the last 10 years. A couple others stated they got their news, etc. from both sources, internet & newspapers. But, in light of the recent internet article stating that newspapers are dinosaurs and will become a thing of the past, I am curious as to what others think......? Is it still worth it to advertise in the printed media? Does the local market impact that decision? I'd love to hear from others out there what they are doing or what your opinion is...........

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
ActiveRain Community
Groups:
New Home Construction

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainer
179,139
Mark MacKenzie
Phoenix, AZ

I don't think newspapers are dying - I think they are dead. :)

I simply don't see the roi of newspaper being competitive with many other forms of media, specifically the internet or direct mail.

Jan 15, 2009 07:18 AM #1
Rainer
53,860
Kenneth Bargers
Prudential Woodmont Realty - Nashville, TN

Steve - I believe there are rare circumstances in using print media.  You must know your product and the consumer trends if you invest in this marketing expense.  Neighborhood newspapers still offer possibilities of response with the correct advertisement and call to action.  All the best to you and your business.

Jan 15, 2009 07:38 AM #2
Rainmaker
420,469
Robert Schwabe
EXP Realty - Orange Park, FL
Orange Park Real Estate

Steve  - I think newspaper is dying. I went away from newspaper advertising 2 years ago and do all my advertising on the internet.

Jan 15, 2009 07:49 AM #3
Rainer
111,087
Investor Realty Group
Investor Realty Group, LLC - Jacksonville, FL
Local Expertise with a Global Reach

Hi Steve,

I agree with Mark:"...they are dead..."

 

Jan 15, 2009 07:59 AM #4
Rainer
45,182
Scott Geary
Infinity Home Mortgage Company Inc - Allentown, PA
Your Pennsylvania Mortgage Source

Sad to say I agree, dying a very slow, yet accelerating death. I don't know how I'd spend the AM without the daily 'rag', but I know that day is coming.

Jan 15, 2009 08:04 AM #5
Ambassador
1,302,062
Susan Emo
Sotheby's International Realty Canada - Brokerage - Kingston, ON
Kingston and the 1000 Islands Area

They're gasping their last breath around here too but we still see the dinosaurs of the industry supporting them including my own office.  We debated this at our Monday meeting this week too and I was in the very tiny minority.

Jan 15, 2009 08:16 AM #7
Rainmaker
257,454
R.E. Renée Hoover, Salesperson
Century 21 Geba Realty, Milford, PA; Licensed in PA & NYS - Milford, PA
Poconos, Pike, Wayne, Monroe Counties, PA; PA/NYS

Steve, I can't agree with the logic behind the posts.  In my opinion, a good advertising campaign uses both the print media and the online media, with the print media pointing people to the internet site of the company / agency doing the advertising.  Newspapers are indeed fighting for prominence in today's market media, and the internet will continue to gain even more dominance in the future.  But the printed newspaper is not dead yet - it will be interesting to see how it remains a vital part of our tradition.  I use both venues on a daily basis.  If I were looking for real estate, be it resale, land and a new home construction company, come Sunday morning I would definitely have that Real Estate Section of my hometown newspaper in hand!  Not everyone has access to a computer, many in the older generation do not use them, and we are not selling our product in the future; we are selling it today.  In today's market, we need to arm ourselves with everything we can to bring the buyers back out into the marketplace!

Jan 15, 2009 10:07 PM #8
Rainer
4,918
Steve Blehl
The Home Depot/Referrals to Geba Realty - Milford, PA

Renee, thanks for your input. Here is what I have found and it may be helpful for others.........

I have spoken to, and heard from others as to this question that I posed. Also, in speaking with Niki Jones www.nikijones.com  our marketing and advertising specialist, she indicated that the trend is away from newspapers, but that they serve their purpose in todays market on two fronts:

1) As a media to place a smaller ad that directs the viewer to your website

2) To target a specific set of prospects (as you will see following), and that is usually utilizing a smaller, localized weekly newspaper. For example: running an ad in the local Aim newspaper in thet northern New Jersey area. It goes to 10,000 homes, is cost effective, and then you can target and area where the taxes and insurance are very high compared to our area in Pennsylvania, yet we are close in proximity to everything. The housing here is also much more cost effective. So, by taking the three strategies (low taxes, low insurance, low cost to build/more bang for the buck) to design the ad, one can target the client that we are trying to attract. One can also even go into our excellent school systems which is a priority for family buyers.

The "Sunday" reader like you was also mentioned. There are those that will always want to open the paper and read it over a cup of morning java. But, the cost for ads, especially the Sunday edition is usually not the greatest bang for the buck anymore.

The above was also born out by others in our industry who believe that a market that is targeted via a small localized weekly newspaper is the way to go if you are going to run ads in a newspaper. It has been stated that daily newspapers will most likely not survive and that the weekly's or bi-weekly's will survive in the future.

Jan 16, 2009 01:22 AM #9
Ambassador
1,302,062
Susan Emo
Sotheby's International Realty Canada - Brokerage - Kingston, ON
Kingston and the 1000 Islands Area

Something I forgot to mention earlier:  Real Estate ads in the newspaper are most often read by other Realtors who have forgotten what it is like to be a Buyer, and have a slanted perspective on what is effective advertising.  I don't have too many other Realtors buying homes from me so I stopped my print ads more than 2 years ago and the only people that noticed was the other local realtors - my business increased and my expenses decreased - a winning formula!

Jan 16, 2009 01:32 AM #10
Rainmaker
257,454
R.E. Renée Hoover, Salesperson
Century 21 Geba Realty, Milford, PA; Licensed in PA & NYS - Milford, PA
Poconos, Pike, Wayne, Monroe Counties, PA; PA/NYS

The first qualifier is to target a market that can purchase without contingencies.  Existing primary home owners generally will need the funds from the sale of their existing home to make a move. If you are looking for markets that can perform now, then the first time home buyer is the most capable of action.  The other market is the vacation home, or 2nd home buyer.  These people are financially substantial and will react to soft markets to enhance their asset positioning outside of the stock market, if they can secure a favorable investment (cheap) atmosphere. Small weeklies and cable television can be very productive.  Off major networks (like channel 9 and channel 11) are relatively inexpensive. However, you need a savvy media buyer to package this type of advertising, ie., linking to drive time radio, something that is in the commuters' ears to and from work, along with posters on the backs of buses and in subway stations, and/or highway/roadway billboard advertising.  Print should be a carefully developed and structured occurrence because of its expense.  So you see, a marketing program can be a success or a failure depending on the execution, but, all together, can produce a media blitz with exciting results.  The discussion should go well beyond the worth of advertising in the written newspaper versus advertising in the online newspaper version.  A multi-pronged media blitz will produce - it is not one venue versus another.  Bergen County - great.  Orange County is great too as we have lower taxes and all the other items mentioned that apply in the comparative between Pike and Bergen; and Orange is much closer as well.

Jan 16, 2009 07:18 AM #11
Ambassador
687,290
Ann Allen Hoover
RE/MAX Advantage South - Hoover, AL
CDPE SRES ASP e-PRO Realtor - Homes for Sale - AL

Steve, I don't advertise in the paper.  I think a really huge ad would be seen, but so costly.  Even the postage stamp size cost a lot, and I never hear anyone getting results from those.

Jan 20, 2009 12:30 AM #12
Rainer
4,918
Steve Blehl
The Home Depot/Referrals to Geba Realty - Milford, PA

Hi Ann, I am reprinting an above comment/response that I made to "Renee" who works in our office also. Thank you for your comments. You know, I have been on AR for only about two weeks and I can see the benefit of this site. I have utilized it as a great idea and information gathering place, and also enjoy the networking aspect. I am getting a kick out of trying to jump up in the local rankings! I would love to learn how to import the little icons and other stuff like that to jazz up my profile and home page. Little by little.......I will get it down. I love this site and the positive attitudes of the go-getters that are on here is refreshing. Got to remain positive and work harder, right? Hah, I remember complaining two years ago about the 70 and 80 hour work weeks when it was busy. Now, we have to work even harder for less return. But, anyone who is a real professional will live by that mantra: "When the going gets tough, the tough get going". Nice hearing from you.

REPRINT:

Renee, thanks for your input. Here is what I have found and it may be helpful for others.........

I have spoken to, and heard from others as to this question that I posed. Also, in speaking with Niki Jones www.nikijones.com  our marketing and advertising specialist, she indicated that the trend is away from newspapers, but that they serve their purpose in todays market on two fronts:

1) As a media to place a smaller ad that directs the viewer to your website

2) To target a specific set of prospects (as you will see following), and that is usually utilizing a smaller, localized weekly newspaper. For example: running an ad in the local Aim newspaper in thet northern New Jersey area. It goes to 10,000 homes, is cost effective, and then you can target and area where the taxes and insurance are very high compared to our area in Pennsylvania, yet we are close in proximity to everything. The housing here is also much more cost effective. So, by taking the three strategies (low taxes, low insurance, low cost to build/more bang for the buck) to design the ad, one can target the client that we are trying to attract. One can also even go into our excellent school systems which is a priority for family buyers.

The "Sunday" reader like you was also mentioned. There are those that will always want to open the paper and read it over a cup of morning java. But, the cost for ads, especially the Sunday edition is usually not the greatest bang for the buck anymore.

The above was also born out by others in our industry who believe that a market that is targeted via a small localized weekly newspaper is the way to go if you are going to run ads in a newspaper. It has been stated that daily newspapers will most likely not survive and that the weekly's or bi-weekly's will survive in the future.

Jan 20, 2009 01:23 AM #13
Rainmaker
257,454
R.E. Renée Hoover, Salesperson
Century 21 Geba Realty, Milford, PA; Licensed in PA & NYS - Milford, PA
Poconos, Pike, Wayne, Monroe Counties, PA; PA/NYS

It all still boils down to a well-developed and balanced over-all marketing "campaign"   The point is getting belabored, I think, about which newspaper, where and what size.  A small ad in a small hometown paper is not going to generate the business needed - it takes far more than that.

Jan 20, 2009 01:46 AM #14
Anonymous
James Weber, New Home Sales Consultant

There is no doubt that the papers are a dying breed.So is the gasoline engine, but both will still be around a long time and both will still be used by many. The print media is not going anywhere any time soon, therefore, it should be considered another tool (as are the internet, radio, magazines, house signs, busi.cards, etc) for salespeople to use if it can do the job they are trying to accomplish.

Besides, half the men in the world wouldn't be able to take a crap in the morning without one!  

Jan 20, 2009 03:10 AM #15
Rainer
4,918
Steve Blehl
The Home Depot/Referrals to Geba Realty - Milford, PA

Jim:  I can agree with you wholeheartedly.

Jan 20, 2009 03:37 AM #16
Rainmaker
338,314
Paul Slaybaugh
Realty Executives - Scottsdale, AZ
Scottsdale, AZ Real Estate

I'd say that print media is going, going ... but maybe will never be completel gone.  Something about a dead tree that is tangible.  I canceled my paper a year ago, but I'll still buy a copy to enjoy with a cup of coffee whenever I catch breakfast on the fly.  As for advertising, it is almost a source of nostalgia anymore.  Unless the periodical has an internet accompaniment to any ad I run, forget it.  Even consumers are beginning to not only realize that it is a dead advertising medium, but many don't even carry subscriptions anymore.  Tough expense to justify in this economy when news is available across the tv and internet in real time.  No need to wait 24 hours for the next round of info, except of course when looking to feel the nice texture of parchment with your cup of joe.

Jan 23, 2009 07:09 AM #17
Rainmaker
257,454
R.E. Renée Hoover, Salesperson
Century 21 Geba Realty, Milford, PA; Licensed in PA & NYS - Milford, PA
Poconos, Pike, Wayne, Monroe Counties, PA; PA/NYS

I think the preference for one media source versus another can also be generational.  Additionally, we are in a transitional stage between moving from one (the print) to another (internet), just as the newspapers replaced mailings at one point in time.  It was much cheaper to run an ad in the paper that would reach many households than to pay the postage on many mailings to those same households, and this gave rise to newspaper advertising.  We are moving through another transition now away from the papers.  But we have not fully moved over yet and newspapers may yet find a way to reinvent themselves to stay vital to our American way of life and heritage.

Jan 23, 2009 07:42 AM #18
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainer
4,918

Steve Blehl

Ask me a question
*
*
*
*
Spam prevention