News Ltd boss lifts lid on the big beneficiaries of print property advertising

News Ltd boss lifts lid on the big beneficiaries of print property advertising
Jonathan ChancellorDecember 8, 2020

There was an interesting admission on the point of real estate advertising from the new boss of News Ltd, Kim Williams.

"Research shows print media is a major influence on how vendors decide on choosing an agent for their listing presentation,'' he advised his real estate industry audience last week.

"Since listings are the lifeblood (for agents), I suggest print should be a non-negotiable part of anything that you do.''

Williams noted that despite increasing pressures from digital platforms, print media was therefore still powerful as a "brand enabler''.

The talk was attended by about 650 delegates from Brisbane's real estate industry, and Williams’ noteworthy comments were reported by the News Ltd journalist who attended.

The Quest Newspapers/The Courier-Mail Six Steps to Success in 2012 seminar was hosted by News Ltd real estate advertising director Tom Panos.

Pity about the 368,123 unsold properties around Australia.

It seems many of the desirous vendors are paying for print ads in News Ltd and Fairfax papers that do little more than assist the profile of their estate agency.

Jonathan Chancellor

Jonathan Chancellor is one of Australia's most respected property journalists, having been at the top of the game since the early 1980s. Jonathan co-founded the property industry website Property Observer and has written for national and international publications.

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