Tuesday, September 19, 2006
NEWSPAPERS HAVE LOST MANY REAL ESTATE ADS TO THE INTERNET
Newspapers will face a huge loss of real estate ads to the Internet, according to Borrell Associates, a national consulting and research firm that tracks local internet advertising and crafts strategies for media and websites. See http://www.borrellassociates.com/product.cfm?prodID=55 .
"Toward the end of 2005, the Internet became the most-used method of selling a home -- beating out even the old-faithful yard sign," says Borrell. “The $11 billion spent on total real estate advertising stagnated, growing less than 4% over the past four years, while the available advertising inventory -- the number of existing homes for sale on the market -- rose 41 percent in the last 12 months. That metric alone is enough to stop a real estate advertising executive dead in his or her tracks."
The Newspaper Association of America reports that classified ad revenue amounted to $16.6 billion in 2004 -- down from $19.6 billion from 2000. Corrected for inflation the situation is far worse: Newspapers would have to have taken in $21.5 billion in 2005 to equal their 2000 classified revenues. See http://www.naa.org/thesource/20.asp .
Posted by Marilyn Farber Jacobs at Tuesday, September 19, 2006