Spending on real estate ads in newspapers is projected to rise 16 percent in 2010 after falling a staggering 34 percent last year, says a new report from local ad analyst Borrell Associates.
PaidContent.org explains: “In looking over the real estate landscape, Borrell notes that almost a quarter of homeowners owe more than their house is worth and one in seven mortgages is delinquent. On the commercial side, office vacancy rates are rising by 11 percent while rents are declining 12 percent, and fewer than 10 percent of troubled commercial loans are being resolved. That will continue to place pressure on the category’s ad spending for the next few years.
“Focusing on this year, media segments that have generally been perceived as weak — newspapers and broadcasting — are set to do better. Conversely, those that have been otherwise least affected by the economic downturn — cable and online — are poised to do worse.”
Online ads will pull in less because real estate advertisers are dropping display ads for paid search, which is less expensive. This “portends more tough times for newspaper Web site classifieds’ attempts to capture a larger portion of those online ad dollars,” the report says.
[...] http://www.themediumthemessage.com/2010/01/15/analyst-sees-newspaper-real-estate-ads-grow/Spending on real estate ads in newspapers is projected to rise 16 percent in 2010 after falling a staggering 34 percent last year, says a new report from local ad analyst Borrell Associates. PaidContent.org explains: “In looking over … [...]