Tue - 12.12.2017

Real estate advertising

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.


Emma Knight


2012-10-03 14:22

In general, newspaper companies remain overly dependent on the "Big Three" classified advertising categories of real estate, automotive and recruitment advertising, according to Borrell Associates. Their struggles to develop Internet revenues can be tied directly to their dependence on these categories, all of which have experienced a catastrophic free-fall over the past eight years, SFN's World Digital Media Trends 2009 reported.

In 2000, newspaper print classifieds peaked at US$19.6 billion. Last year they were half that, at $9.9 billion. The development of online classified verticals hasn't come close to making up the difference. Last year, newspapers generated about $2.4 billion in online revenue from classified advertising categories, only about 25 percent of their annualised losses in print, according to Borrell.


Erina Lin


2010-06-03 04:36, an online U.S. real estate portal owned by HGTV, has announced a partnership deal with more than 250 newspapers, including papers at Cox, Freedom Newspapers, The New York Times Co., and MediaNews, according to reports by MediaPost and Editor & Publisher on Tuesday.

The partnership programme will include interactive real estate listings, search and browsing and is part of the real estate platform provided by the New York-based Gabriels Technology Solutions, Inc.

"Our chief aim is to give our users the best experience possible when they visit the online real estate section of our Web sites in the Philadelphia, Michigan, New York, Ohio and Connecticut areas," Gena Hamilton, director of advertising for Journal Register Company's interactive division, said in a statement. "In creating that, we've leveraged FrontDoor's superior content and national search capabilities with our own local data, making it the ideal resource for all things real estate."

The housing market and the newspaper industry are two of the sectors hit hardest by the recession. Housing prices continue to stay low, with prices down 12 percent in June compared to June 2008. expects to offer more than 4 million listings throught the new partnership.


Leah McBride Mensching


2009-08-05 19:46

Real estate site Zillow has announced a collaboration with more than 180 newspapers across United States, a move which could help struggling local papers find new revenue sources, The New York Times reported.

The Seattle-based Zillow said it will loan its online real estate search engine to the newspapers. This allows Zillow to target the specific, focused markets of local newspapers, and the newspapers will recieve a share of the Zillow's revenue. The first 100 newspaper Web sites to utilize Zillow start today while the next 80 will be revealed throughout the year.

"Real estate is the most local product there is," said Spencer Rascoff, chief operating officer of Zillow, told The Times. "It would take us decades to build those local relationships. Rather than starting from scratch, we're partnering with someone who has distribution, but don't have the product."

Zillow's Web traffic has seen dramatic increase of the past months as the real estate market opens again, something Rascoff hopes the partnership with newspapers will facilitate.

Last month Zillow recorded 8.8 million unique visitors to its Web site, an increase of 70 percent from the same time in 2008. The partnership will help Zillow see out the decline in online advertising, its major source of revenue, according to The Times.


Leah McBride Mensching


2009-04-01 18:45

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