Listings and valuation portal and a consortium of 11 newspaper publishers have forged an alliance allowing them to offer advertisers access to each other’s audiences.

The Zillow Advertising Network allows newspaper advertisers to reach Zillow’s national audience of more than 5 million unique visitors per month, the companies said, while Zillow advertisers get access to local audiences through real estate sections of newspaper Web sites.

A furniture store in San Francisco could target the 750,000 Zillow visitors who research San Francisco Bay Area homes each month on, for example, while simultaneously reaching the online audience of the San Francisco Chronicle. Advertisers can drill down even further with their ads on Zillow, targeting visits to specific ZIP codes, neighborhoods or individual homes.

The network is an extension of a consortium Zillow formed in November with 282 newspapers to allow local real estate classified advertisers to also purchase featured listings and open house advertisements on Zillow (see story).

The newspaper chains partnering with Zillow include Hearst Newspapers, Lee Enterprises Inc., Media General Inc., MediaNews Group Inc., Morris Communications Co. LLC, Philadelphia Media Holdings and The E.W. Scripps Co. Major dailies published by the companies include the San Francisco Chronicle, Houston Chronicle, San Jose Mercury News, The Tampa Tribune, The Philadelphia Inquirer and the St. Louis Post-Dispatch.

"This partnership allows advertisers with our papers to reach not only local real estate consumers who live in particular markets, but also consumers who may be moving to particular markets, via their searches on," said Lincoln Millstein, senior vice president of Hearst Newspapers, in a press release. "This is a significant opportunity for advertisers to target a very large number of consumers on the verge of major home-related commerce."

Rival listings portal Trulia announced its own ad network in May, and plans to begin running advertisements soon, a spokeswoman for the company said.

The Trulia Ad Network is designed to provide a single point of contact for billing and reporting to allow real estate brokers and lenders to target multiple real estate niche sites, including Oodle, Homes & Land and The Savvy Source (see story).

Trulia has seen "great interest from publishers and potential advertisers" and is the process of signing additional publishers, said Katie Wickham, Trulia industry marketing specialist.

"Our team is having many conversations with media companies to find the right advertisers, and we will be making a more formal announcement about the growth most likely in early 2009," Wickham said in an e-mail. "We will begin running some initial advertisers on the network soon, and will continue to add new publishers and advertisers as we go."


What’s your opinion? Leave your comments below or send a letter to the editor.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
Thank you for subscribing to Morning Headlines.
Back to top
Real estate news and analysis that gives you the inside track. Subscribe to Inman Select for 50% off.SUBSCRIBE NOW×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription