Newspaper Advertising Does Not Work Anymore. Stop Wasting Your Money

Newspaper Advertising Does Not Work Anymore. Stop Wasting Your Money.

11/5/2007 at 2:25 PM - Condo.com Blog

November 5, 2007

More and more real estate agents and brokerages are pulling their advertising from newspapers. The main reason is they do not work in selling homes or condos. Younger and more affluent families get their news and information online, not from print newspapers. Circulation figures are demonstrating this fact. Seriously, how many people do you know under the age of 50 that actually subscribe to the newspaper?

Back in 1996, companies who wanted to attract and hire software engineers or other technology related staff were putting expensive classified ads in the newspaper each and every Sunday. The problem is that those technology candidates were already looking for their next job online. Back then, I was with a small unknown startup called "The Monster Board"...now Monster.com, just outside of Boston.

Some 11 years later, I see the real estate industry about 11 years behind the times trying to do the same old thing the same old way and sadly for them, trying to figure out why they weren't getting the same old results. The real estate industry is just starting to come around to see that just as job seekers made the transition to the web over 10 years ago, home buyers are already here! 85% of new home buyers start their new home or condo search online. If you're not advertising on a real estate portal like Condo.com, you're way behind the curve and you're simply wasting your money.

Print is dead. It is expensive and ineffective. It's time to spend less money and get so much more on Condo.com!

Brian Howard
SVP - Condo.com

Newspaper — Current number, last year — % Change

USA TODAY — 2,293,137 — 2,269,509 — (+1.04%)
THE WALL STREET JOURNAL — 2,011,882 — 2,043,235 — (-1.53%)
THE NEW YORK TIMES — 1,037,828 — 1,086,797 – (-4.51%)
LOS ANGELES TIMES — 779,682 — 775,765 — (+0.50%)
DAILY NEWS, NEW YORK — 681,415 — 693,423 – (-1.73%)
NEW YORK POST — 667,119 — 704,011 – (-5.24%)
THE WASHINGTON POST — 635,087 — 656,298 – (-3.23%)
CHICAGO TRIBUNE — 559,404 — 576,131 –(-2.90%)
HOUSTON CHRONICLE — 507,437 — 508,091 – (-0.13%)
NEWSDAY — 387,503 — 410,578 – (-5.62%)
THE ARIZONA REPUBLIC — 382,414 — 397,295 – (-3.75%)
THE DALLAS MORNING NEWS — 373,586 — 404,652 – (-7.68%)
SAN FRANCISCO CHRONICLE — 365,234 — 373,805 — (-2.29%)
BOSTON GLOBE — 360,695 — 386,417 – (-6.66%)
THE STAR-LEDGER, NEWARK, N.J. — 353,003 — 363,100 – (-2.78%)
THE PHILADELPHIA INQUIRER — 338,260 — 330,622 — (+2.31%)
STAR TRIBUNE, MINNEAPOLIS — 335,443 — 358,887 – (-6.53%)
THE PLAIN DEALER, CLEVELAND — 334,195 — 336,940 – (-0.81%)
DETROIT FREE PRESS — 320,125 — 328,719 – (-2.61%)
THE ATLANTA JOURNAL-CONSTITUTION — 318,350 — 350,159 – (-9.08%)
THE OREGONIAN, PORTLAND — 309,467 — 310,805 – (-0.43%)
ST. PETERSBURG (FLA.) TIMES — 288,807 — 288,679 — 0.04%
THE ORANGE COUNTY REGISTER — 278,507 — 287,204 – (-3.03%)
SAN DIEGO UNION-TRIBUNE — 278,379 — 304,334 — (-8.53%)
ST. LOUIS POST-DISPATCH — 265,111 — 276,677 – (-4.18%)

Top 25 Daily and Sunday U.S. Newspapers.

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