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You’ll Never Look at a Magazine Ad the Same Way Again

trebBy Rebecca Chandler

Think print advertising is old school? Think no one reads magazines anymore?

Think again. Print is not dead, but it’s not exactly the same, either.


The Book Book by Ikea


Today’s print advertising is integrated into a full multi-media advertising campaign mix. Major brands with highly successful marketing campaigns have simply changed the way they use print and other offline triggers to drive traffic between the real and digital worlds of their prospects and customers.

International home goods retailer, Ikea, recently created a video on the value of their printed catalog, or the “book book,” comparing their millions of catalogs to a digital device. The benefits? Simple to navigate, 328 high definition pages, no lag time, easy to share, eternal battery life and no cables.


amazoninstylehgtvAmazon, the world’s largest online retailer is running multi-page magazine ads in almost every major publication to promote their new Fire phone, from GQ to InStyle to HGTV magazine (published by a television channel with robust web and mobile sites and apps), as did Apple with the launch of the new iPhone.





Macy’s, Target, and WalMart, rely on magazines to drive foot traffic, online purchases, and brand engagement in social media. Last year, well over half of their holiday sales to traffic was generated by their catalogs.

So, what’s changed about print and what can you learn from these Madison Avenue-driven campaigns?

The expectation . . .

lorealThe goal of many of these magazine ads are to drive customers to interact with the brands digitally. Go to the website. Follow via social media. Text for more information, coupons, or a special offer. Magazine ads work really, really, well by reaching the consumer in their real worlds, introducing them to the brands, and inviting them to interact in their digital worlds.



The magazine ad says, “Here’s enough information to peak your interest. . . and here’s a way you can learn more digitally.” It leaps off the page to the phone, the tablet, or the laptop to engage the consumer further. And, it starts with a great print ad.


Look at it this way – If you had a party, would you invite the guests, or just hope they show up?

Think magazine advertising is done? It may be just getting started . . .

Learn more – The Holiday Catalog Challenge Video

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The New Search

The new search happens everywhere. 

Today’s multi-media multi-taskers take in print, tv, radio, mobile tools, the web and , social networks. It’s not just the Google web or even the social web.  The new “search” is not just online.  It’s also physical.  We “search” everywhere we turn.

To reach the top of the “new search, you must integrate your media and content marketing to reach consumers in relevant ways.

An integrated strategy includes 4 types of media

1.       Owned media – Your own website –  information about you from you.

2.       Paid media – Advertising that connects to your owned media, your brand.

When consumers conduct a Google search, they find you.  When you advertise, you find them.    

You must use prospect focused distribution of relevant content to interrupt your target audience – a print ad, a online banner, a postcard, a billboard.   

3.       Social media – Facebook, Twitter, your blog – part of the billions of conversations  on social networks daily.  Relevant conversations build brand awareness,  loyalty, and engagement,  drives traffic to owned media and creates earned media.


4.       Earned media – the stuff you can’t buy.  Positive reviews and voluntary distribution through networks of influencers the highest quality leads.

The Real Estate Book has spent over  30 years studying consumer habits in the real estate industry. 

·        We understand today’s consumer.

·        We understand the tools you need to connect with them.

·        We create those connections.

Based on this deep understanding, we guide leading real estate professionals through today’s marketing complexities.

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As marketers and more specifically as Real Estate Agents and Brokers, we are confronted daily with making decisions about finding the best way to stand out from the crowd and to display our listings to the best possible audience. All in the hopes of connecting a buyer and seller.

As the real estate market continues its slow but steady return to the “new normal”, we finally have the chance to catch our breath and re-examine decisions we made that were driven primarily by the need to save money. Most have figured out by now that you cannot save your way to prosperity.

As I think objectively about the marketing options available, the inherent strengths and weaknesses of each media, old and new, become clearer to me.  Quite frankly, it’s exciting to have all these options, but a little confusing too. We all know that most home sellers still expect to see their home exposed locally in print and then we’re told by NAR that at some point 87% of home buyers are online and then we hear that everyone (more than 300 million people) are using Facebook.

Recently I developed the chart above to help organize my thoughts about which media is best suited for which marketing objective. I pass it on to you in the hopes you may find it helpful too. If you have difficulty reading the type in the chart above, reach out to me and I’ll be happy to send you a larger version.

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