Borrell: Alt-Weeklies Must Develop Online Models to Grow Real Estate

Real-estate revenue in alternative newspapers will grow over the next few years, but alt-weeklies should act now to take advantage of online opportunities in the real-estate space, says Borrell Associates Inc., in a report commissioned by AAN which was released on Friday. “A major shift continues to erode the traditional advertising foundations while the online segment gobbles up share,” Borrell reports. “Online advertising spent per home sold has already reached $210 and is expected to reach $253 by 2010.” An alt-weekly “can remain in the real estate advertising game and increase its total share of real estate advertising dollars in the market, but only by setting aside its weekly print business model and developing a new one for its online operation,” concludes Borrell. The report includes a detailed analysis of current trends in real estate and rentals marketing, as well as recommendations for developing more targeted online products. AAN members can download the complete report here. Peter Conti, Jr., vice president of Borrell Associates, will present the findings at this week’s AAN convention in Little Rock.

Leave a Reply