See my My Industry Blog profile
serial online media entrepreneur.
1993-1998: MapQuest President, Founder
1999-2002: co-founder, Chairman, Jabber Inc.
2002- present: founder, CEO, Local Matters, Inc.
Board Member of Clareity Ventures, Inc.
From what I know, agents have known for a long time that newspaper advertising is the worst ROI in their marketing mix. However, to retain the packaging of a "comprehensive marketing program" for the property owner, having a newspaper ad was a "necessary evil" - a checklist item they felt they could not delete. Any comments on whether this reality gap (consumer perception vs. ad performance) is fading sufficiently for agents to be comfortable excluding the newspaper listings?
