Comments on: Print Advertising is Obsolete – The Case for On-Line http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/ Thu, 29 Jul 2010 13:43:20 +1000 hourly 1 By: Kylie Emans http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-699 Kylie Emans Thu, 03 Sep 2009 03:07:04 +0000 http://propertyadguru.com/?p=1649#comment-699 I totally agree with Simon but I am constantly dumbfounded as to how agents are still convincing owners to spend $1,000's of dollars on print media when it is not needed. The internet has so many advantages over print media. As far as I can see print media for real estate is a luxury, non environmentally friendly marketing medium and the only real advantage over the internet is that you have a hard copy of your real estate advertising that you can show to family and friends! Ie a vanity item! For people who don't have a computer or are not online (do these people exist? and if they do, do they not have friends, family etc who have computers?) and are looking at real estate well, if they want to wait for the print media advertising they will get the properties that are leftover after the right priced properties have sold weeks before on the net! I totally agree with Simon but I am constantly dumbfounded as to how agents are still convincing owners to spend $1,000’s of dollars on print media when it is not needed. The internet has so many advantages over print media. As far as I can see print media for real estate is a luxury, non environmentally friendly marketing medium and the only real advantage over the internet is that you have a hard copy of your real estate advertising that you can show to family and friends! Ie a vanity item!

For people who don’t have a computer or are not online (do these people exist? and if they do, do they not have friends, family etc who have computers?) and are looking at real estate well, if they want to wait for the print media advertising they will get the properties that are leftover after the right priced properties have sold weeks before on the net!

]]> By: Online is the Future | propertyadguru.com http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-638 Online is the Future | propertyadguru.com Mon, 10 Aug 2009 23:10:04 +0000 http://propertyadguru.com/?p=1649#comment-638 [...] recent article on propertyadguru.com by Simon Baker argued that print advertising is obselete, and has been replaced by online advertising. It seems that many agents agree, including Tom [...] [...] recent article on propertyadguru.com by Simon Baker argued that print advertising is obselete, and has been replaced by online advertising. It seems that many agents agree, including Tom [...]

]]> By: Amul Raj Desai http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-637 Amul Raj Desai Sat, 08 Aug 2009 15:12:28 +0000 http://propertyadguru.com/?p=1649#comment-637 Hi Simon, I totally agree with your article having seen print uk media property magzines winding down operations in uk and their international counterparts. very broadly speaking many newpapers did make to jump to online ,but now the question arises is this the end to free news.Newspaper sites are great but ad reveunues aren't covering their costs. Catherine Mathis of the NY Times and press Mogul R.Murdoch have both signalled that online content costs more to produce than the ads they bring in;thats got to change with R.Murdoch annoucing plans to charge for content within 12 months. The problem for News is that for charging to work, everybody needs to do it .~In 2008 Cardiff University analysed UK newspapers and found 80 % where churnalism partly or wholly recycled news wire or PR copy.Such content will find its way online for free with or without news papers. More importantly the UK has the BBC,thanks to the licence fee,it provides the same sort of content news paper sites offer.That means the challenge for the media isn't just to charge their users;it's to create content that their users will be paying for. Kind Regards Amul Raj Desai twitter-property1 Hi Simon,

I totally agree with your article having seen print uk media property magzines winding down operations in uk and their international counterparts.

very broadly speaking many newpapers did make to jump to online ,but now the question arises is this the end to free news.Newspaper sites are great but ad reveunues aren’t covering their costs.

Catherine Mathis of the NY Times and press Mogul R.Murdoch have both signalled that online content costs more to produce than the ads they bring in;thats got to change with R.Murdoch annoucing plans to charge for content within 12 months.

The problem for News is that for charging to work, everybody needs to do it .~In 2008 Cardiff University analysed UK newspapers and found 80 % where churnalism partly or wholly recycled news wire or PR copy.Such content will find its way online for free with or without news papers.

More importantly the UK has the BBC,thanks to the licence fee,it provides the same sort of content news paper sites offer.That means the challenge for the media isn’t just to charge their users;it’s to create content that their users will be paying for.

Kind Regards

Amul Raj Desai

twitter-property1

]]> By: Por qué es mucho más efectiva la publicidad en internet que en medios impresos | VivaReal Network Blog Corporativo - http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-606 Por qué es mucho más efectiva la publicidad en internet que en medios impresos | VivaReal Network Blog Corporativo - Tue, 21 Jul 2009 22:57:58 +0000 http://propertyadguru.com/?p=1649#comment-606 [...] poco leí un artículo escrito por Simon Baker acerca de como la publicidad en medios impresos se había tornado obsoleta. Entre los años 2001 y [...] [...] poco leí un artículo escrito por Simon Baker acerca de como la publicidad en medios impresos se había tornado obsoleta. Entre los años 2001 y [...]

]]> By: Brightmove http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-605 Brightmove Tue, 21 Jul 2009 19:56:40 +0000 http://propertyadguru.com/?p=1649#comment-605 The question I always ask when I see articles with the same headline as this is simply - What about prospective house purchasers who won't or don't use computers? In the height of the market - the usual answer to this was - we have sufficient buyers from the internet alone. Home sellers need to take advantage of all the toys avilable to sell their property - however, good old fashioned news print, estate agents windows and for sale boards are also desirable. We all like a good read - papers, newspapers will never die - and neither will the advertisers who support them. After all, there will always be someone who will advertise in print if only to be different. The question I always ask when I see articles with the same headline as this is simply – What about prospective house purchasers who won’t or don’t use computers? In the height of the market – the usual answer to this was – we have sufficient buyers from the internet alone. Home sellers need to take advantage of all the toys avilable to sell their property – however, good old fashioned news print, estate agents windows and for sale boards are also desirable. We all like a good read – papers, newspapers will never die – and neither will the advertisers who support them. After all, there will always be someone who will advertise in print if only to be different.

]]> By: Why advertising real estate online is so much more effective than print | VivaReal Corporate Blog http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-604 Why advertising real estate online is so much more effective than print | VivaReal Corporate Blog Tue, 21 Jul 2009 18:12:32 +0000 http://propertyadguru.com/?p=1649#comment-604 [...] recently read an article written by Simon Baker about print advertising becoming obsolete. During 2001 until 2008 Simon was the Managing Director [...] [...] recently read an article written by Simon Baker about print advertising becoming obsolete. During 2001 until 2008 Simon was the Managing Director [...]

]]> By: Daniel Hare http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-602 Daniel Hare Mon, 20 Jul 2009 08:25:45 +0000 http://propertyadguru.com/?p=1649#comment-602 Simon, There is no doubt that the internet is the most important media channel for property and it plays a key part in the customer journey from initial research right through to purchase decision, but this does not mean that all print media is pointless. I recently did some enquiry analysis for a developer and found that there was a direct correlation between website enquiries for specific developments and the amount of press advertising they were doing for those same developments. Web is perceived as so good, because the analytics are so complete; it's safe, it's tangible, but the reality is that it is one (very big) piece of the marketing jigsaw and although you should put the majority of your efforts and budget online, it should not be to the exclusion of all others. Simon,

There is no doubt that the internet is the most important media channel for property and it plays a key part in the customer journey from initial research right through to purchase decision, but this does not mean that all print media is pointless. I recently did some enquiry analysis for a developer and found that there was a direct correlation between website enquiries for specific developments and the amount of press advertising they were doing for those same developments.

Web is perceived as so good, because the analytics are so complete; it’s safe, it’s tangible, but the reality is that it is one (very big) piece of the marketing jigsaw and although you should put the majority of your efforts and budget online, it should not be to the exclusion of all others.

]]> By: Greg Vincent http://propertyadguru.com/2009/07/print-advertising-is-obsolete-%e2%80%93-the-case-for-on-line/comment-page-1/#comment-601 Greg Vincent Mon, 20 Jul 2009 03:28:41 +0000 http://propertyadguru.com/?p=1649#comment-601 Simon, 'Embrace the future and run like mad – your audience is already there.' I totally agree with this...There are lots of agents who haven't properly embraced web 1.0 & yet the internet has already evolved into web 3.0. Learning how to market more effectively over the internet has become one of the most important skill sets for any real estate agency. Print media simply provides a link from the offline to the online as property seekers will normally go from the paper advertisement & before contacting the agent they will look for more information & photos about a home in the paper by looking it up on the internet. Then if they're interested they'll contact the agent for an inspection or more info from there. I suppose the only way that agents can really measure the effectiveness of print media is for them to ask any enquiry 'where did they first see the property advertised & not assume that it's simply an internet enquiry'. Because people are more familiar with navigating the major portals like realestate.com.au or domain.com.au they will tend to search there for the information rather than going directly to the agents website & having to learn how to navigate each agents website separately. The major portals have received huge amounts of this direct traffic from print media over the years & it would be interesting to see what happens in the future as agents learn better ways to measure their print media campaigns. I can still see a need for print in the current climate, but I can't see that a full page ad v's a 1/4 page ad will make any real difference to the enquiry level & the eventual sale price of the home. Agents need to put better strategies in place that help to monitor traffic from their print advertising directly to their online listings & by-pass the major portals & their competitors listings. Simon,

‘Embrace the future and run like mad – your audience is already there.’

I totally agree with this…There are lots of agents who haven’t properly embraced web 1.0 & yet the internet has already evolved into web 3.0.

Learning how to market more effectively over the internet has become one of the most important skill sets for any real estate agency.

Print media simply provides a link from the offline to the online as property seekers will normally go from the paper advertisement & before contacting the agent they will look for more information & photos about a home in the paper by looking it up on the internet. Then if they’re interested they’ll contact the agent for an inspection or more info from there.

I suppose the only way that agents can really measure the effectiveness of print media is for them to ask any enquiry ‘where did they first see the property advertised & not assume that it’s simply an internet enquiry’.

Because people are more familiar with navigating the major portals like realestate.com.au or domain.com.au they will tend to search there for the information rather than going directly to the agents website & having to learn how to navigate each agents website separately.

The major portals have received huge amounts of this direct traffic from print media over the years & it would be interesting to see what happens in the future as agents learn better ways to measure their print media campaigns.

I can still see a need for print in the current climate, but I can’t see that a full page ad v’s a 1/4 page ad will make any real difference to the enquiry level & the eventual sale price of the home.

Agents need to put better strategies in place that help to monitor traffic from their print advertising directly to their online listings & by-pass the major portals & their competitors listings.

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