AdWriter Inc. has launched a new real estate advertising tool to help brokers repurpose print ads on the Internet, the company said today.

The company’s Externet product enables brokers to redisplay print advertising online, according to a company announcement today.

AdWriter has designed the Externet to be launched from the broker’s Web site, giving listing brokers more control of leads generated from the online display of listings.

The AdWriter AdVantage system automatically integrates print advertising with online advertising to create the Externet — all without adding a step for the broker’s advertising staff.

“We have thoroughly tested the new Externet system with several large brokerage companies,” said AdWriter President Ed Toomey. “The new system formats print media output originated from the AdWriter system and simultaneously displays the advertising content of a magazine to a matching virtual magazine ad launched from the broker’s own Web site.”

“(T)he online listing content can also be viewed by the consumer in English or two dialects of Spanish with just one click of a button on the site,” he added. “We are driving consumer traffic both ways — from print to the Internet and from the Internet to print.”

AdWriter is a subsidiary of Douthit Communications, a Sandusky, Ohio-based newspaper group that publishes 10 suburban newspapers along Lake Erie.

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