NikkiHMG
01-30-2007, 06:33 AM
FOR IMMEDIATE RELEASE
January 30, 2007
Targeted Media Vs. Mass Media
In today’s fast-paced world, homebuyers are looking to one-stop shopping now more than ever before. Paging through the Sunday paper’s real estate section is a thing of the past. Targeted publications like Harmon Homes magazines and HarmonHomes(dot)com offer everything a homebuyer needs in one convenient stop, proving that searching through the newspaper’s meager section of real estate properties is a waste of homebuyers’ valuable time.
Targeted print publications such as Harmon Homes Magazines offer a cost-effective way to advertise by targeting your marketing dollars. Consider the audience for each publication: newspapers are a form of mass media directed at everyone, which is what makes them so costly; targeted print publications are designed specifically for those in the real estate market. Since people only go through the home buying process approximately once every seven years, only about 3-5% of people are actually looking at the real estate section at any given time. So why pay to advertise in the newspaper—the most expensive place to advertise—when only four out of every hundred people will view your listings?
When advertising in targeted print publications, you’re only paying to advertise to those who are picking the magazine up, which are those people in the home buying market. Harmon Homes conducts market research studies to determine where the best locations are and how many consumers are picking up magazines, so you only pay for what is actually used!
Another advantage targeted print has over newspaper is its shelf life. Newspapers generally last about three days before being thrown away, and are only on the streets for one day. A targeted print magazine lasts an average of thirty days and has a street life of the same amount of time. These books are held onto for longer periods of time, becoming a homebuyer’s “wish book.” They will read through the magazine, circle ads they’re interested in, and then share their findings with their spouse, friends, and family. And since Harmon Homes magazines are printed with top quality in mind, ads are available with color photos so buyers can see the homes they’re reading about. To advertise with color in the newspaper is very costly, whereas in Harmon Homes magazines, it is quite inexpensive. The decision to read or discard an ad is made in the blink of an eye, so it only makes sense to advertise with color rather than black and white. Homebuyers will have photos right in front of them to show when they share the ads with others.
Demographics groups are another major factor to consider. “Look into any newspaper’s circulation statistics and you will find the readership shrinking by large numbers every year. The primary reason is that the younger half of Baby Boomers and all of Generation X and Y do not get the newspaper as a whole, meaning that the vast majority of the people intended to see the listings are being missed,” explained Dave Mangold, Vice President of Business Development for Harmon Homes. “They have come to rely very heavily on the targeted distribution magazine as well as the Internet, which Harmon Homes brilliantly incorporates with the real estate agent’s site, eHarmonHomes(dot)com and HarmonHomes(dot)com. By focusing on newspaper distribution, you have decided to market yourself to the 50+ crowd almost exclusively, completely leaving the 21 to 49 age group without your message.”
January 30, 2007
Targeted Media Vs. Mass Media
In today’s fast-paced world, homebuyers are looking to one-stop shopping now more than ever before. Paging through the Sunday paper’s real estate section is a thing of the past. Targeted publications like Harmon Homes magazines and HarmonHomes(dot)com offer everything a homebuyer needs in one convenient stop, proving that searching through the newspaper’s meager section of real estate properties is a waste of homebuyers’ valuable time.
Targeted print publications such as Harmon Homes Magazines offer a cost-effective way to advertise by targeting your marketing dollars. Consider the audience for each publication: newspapers are a form of mass media directed at everyone, which is what makes them so costly; targeted print publications are designed specifically for those in the real estate market. Since people only go through the home buying process approximately once every seven years, only about 3-5% of people are actually looking at the real estate section at any given time. So why pay to advertise in the newspaper—the most expensive place to advertise—when only four out of every hundred people will view your listings?
When advertising in targeted print publications, you’re only paying to advertise to those who are picking the magazine up, which are those people in the home buying market. Harmon Homes conducts market research studies to determine where the best locations are and how many consumers are picking up magazines, so you only pay for what is actually used!
Another advantage targeted print has over newspaper is its shelf life. Newspapers generally last about three days before being thrown away, and are only on the streets for one day. A targeted print magazine lasts an average of thirty days and has a street life of the same amount of time. These books are held onto for longer periods of time, becoming a homebuyer’s “wish book.” They will read through the magazine, circle ads they’re interested in, and then share their findings with their spouse, friends, and family. And since Harmon Homes magazines are printed with top quality in mind, ads are available with color photos so buyers can see the homes they’re reading about. To advertise with color in the newspaper is very costly, whereas in Harmon Homes magazines, it is quite inexpensive. The decision to read or discard an ad is made in the blink of an eye, so it only makes sense to advertise with color rather than black and white. Homebuyers will have photos right in front of them to show when they share the ads with others.
Demographics groups are another major factor to consider. “Look into any newspaper’s circulation statistics and you will find the readership shrinking by large numbers every year. The primary reason is that the younger half of Baby Boomers and all of Generation X and Y do not get the newspaper as a whole, meaning that the vast majority of the people intended to see the listings are being missed,” explained Dave Mangold, Vice President of Business Development for Harmon Homes. “They have come to rely very heavily on the targeted distribution magazine as well as the Internet, which Harmon Homes brilliantly incorporates with the real estate agent’s site, eHarmonHomes(dot)com and HarmonHomes(dot)com. By focusing on newspaper distribution, you have decided to market yourself to the 50+ crowd almost exclusively, completely leaving the 21 to 49 age group without your message.”