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What's New: Have you seen us lately? We'd like to take a moment to introduce you to our new look and feel at www.classifiedconcepts.com. In our ongoing effort to provide our valued clients with relevant and easy-to-use information, we have redesigned the Classified Concepts website. Of special interest to you will be our newly developed Client Resource Center. This is where your team can go to find all the tools you need to run your own current locator map programs, learn more about all six of our revenue generating programs, and view our Best Practices section for helpful tips! Partnerships and Developments Classified Concepts is proud to announce a new partnership with Lee Enterprises, the fourth largest newspaper group in the United States. Over the next several months, Lee will have 20-30 of its papers sign on for the Classified Concepts Open House Locator Program. Welcome Lee Enterprises, we are happy to serve you and your papers! How Results = Revenue Classified Concepts' Garage Sale program is a great way to drive readership and preserve your private party franchise. One great promotion example is from the Ventura County Star, who used non-traditional sponsors, generated truly new revenue, and found a way to interact with consumers that the paper may not have previously reached. The Ventura County Star launched their garage sale locator program with the "Great Ventura County Garage Sale" promotion: a community-wide event encouraging readers to hold garage sales. The Star's goal was to create community awareness of their new garage sale map and to increase their ad count. They promoted the event in paper and on radio. They also partnered with the local Domino's Pizza as a sponsor ñ with Domino's placing promotional flyers on pizza boxes. The Star offered a "great garage sale" package that included the garage sale map and listing ad, a kit with signs, a coupon for a free pizza, and a coupon for a 3-day ad for unsold items. This promotion created enough buzz that The Star saw a 15-20% increase in garage sale advertising volume, which they have been able to sustain over a two-year period! The program is still going strong, and is a favorite with readers in both print and online. For more information, contact Tom Rosenthal, Classified Sales Manager at the Ventura County Star in Ventura CA, (805) 437-0344 or trosenthal@venturacountystar.com Industry News Online Real Estate Ad Revenue to Surpass Newspapers by 2012 Source: Editor and Publisher, November 2007 There is no doubt the recent downturn in the real estate market has had a large impact on real estate advertising in newspapers. For the third quarter, the NAA reported that real estate ad revenue dropped 24.4% compared to the same period a year ago. But for those who think this is all cyclical — the housing market will bounce back, and so too will print ad dollars — a new report from Borrell Associates suggests that once the spending increases again, it's going to the Internet. While "brokers and agents...will continue to advertise in commercial media," Borrell analysts wrote, "they see their own web operations as growing in significance." The firm forecasted that by 2012, newspaper real estate ad revenue will hit $3.2 billion while online real estate ad revenue will surpass that at $3.4 billion. However, analysts point out that newspapers stand to profit from the shift of dollars to the Internet. In 2006, the industry generated $380 million from online real estate advertising or about a 19% share. If the share holds for this year, newspapers stand to gain almost $100 million in additional real estate ad revenue. Sarah Sinclair, Client Services Manager: From My Office to Yours Lately I've been pondering the similarities between the goals and challenges faced by real estate professionals and those faced by newspaper advertising managers in today's climate. Both groups are asking themselves the same basic question: "What do we need to do thrive in this changing market?" I was fortunate to attend the NAA Real Estate Advertising Forum in Las Vegas in November. The meeting had some top-notch speakers, including independent analyst and forecaster John Tucillo. John presented a session entitled "The Challenges facing Realtors and Newspapers in the New Information Age". He suggested that in order to help real estate professionals succeed, newspapers need to:
Classified Concepts Open House, Rental and New Builder programs can help you provide these solutions to your real estate customers, both in print and online. This fills the need for your customers and generates new revenue for you. Ask us how we can help you help you AND your customers reach your goals in today's market. Visit Us At These Upcoming Trade Shows: SCAMA: February 8-13, 2008, Dallas, TX. NAA Marketing: February 24-27, 2008, Orlando FL. |
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