Industry News

Combo of print, Net ads does the marketing trick, speakers say

Real Estate Connect 2005 panelists advocate both approaches

SAN FRANCISCO – Using a combination of print and Internet advertising – with a dash of behavioral marketing thrown in – were innovative real estate marketing strategies advocated by a panel at the Real Estate Connect 2005 conference Wednesday. "A multimedia platform is necessary," said Ken Green, group director, sales for the New York Times, speaking at the Connect convention, which focuses on innovation and trends in the real estate industry. "If you just stay in your core area, it's not going to work." Anthony Marsella, vice president of classified advertising for Morris Publishing Group, said, "We do not create products for print unless they have an online component." Marsella's company owns 26 daily newspapers and 35 radio stations. Calling his newspaper "the leading real estate newspaper for the last 50 years," Green said the Times has more than 16 million unique visitors to its Web site every month. "We give 20,000 clicks to our key real estate clients' Web...

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