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Creative revenue ideas: WSJ’s new dream house section lures advertisers

Creative revenue ideas: WSJ’s new dream house section lures advertisers

The advertising industry is built on consumers’ dreams, and few things make us as starry-eyed as property.

Perhaps with this in mind, the Wall Street Journal, a newspaper with an affluent global readership, has announced the launch of “Mansion,” a weekly, stand-alone section focusing on luxury residential real estate worldwide, on October 5.

“We know our audience is already well-versed and interested in the high-end real estate market, and Mansion provides advertisers the opportunity to speak directly to that audience,” said Michael Rooney, the Journal’s Chief Revenue Officer, in the press release.

Advertisers who have already signed on to speak directly to that audience include Sotheby’s International Realty, Sub-Zero and Wolf, Coldwell Banker and Prudential Douglas.

Mansion will appear every Friday in the Journal’s U.S. print edition, with certain content also being printed in its Europe and Asia editions. It will also be available online and via the iPad/iPhone app.

Its regular features will include inside looks at prominent peoples’ homes and real estate portfolios, high-end financing advice, and guides to global real estate markets.

“We all like to think of our home as a mansion, even if it is a humble abode, and we all have the license to aspire,” said Robert Thomson, Editor-in-Chief of publisher Dow Jones & Company and Managing Editor of the Journal, in the release. “We have created Mansion to be the home of both aspiration and real estate realisation.”

Source: The Wall Street Journal

Image courtesy of Dean Ayres via Flickr Creative Commons


Emma Knight


2012-10-03 14:22

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