Luxury Property Marketing – Is Print Media Dead?

Luxury property marketing professionals are frequently told that “print media” is dead. Shrinking revenue figures of traditional media is presented as proof. Besides, Google stopped its print ads in Feb of 2009. But, based on the Luxury Institute print will invariably possess a devote luxury so we agree. Why? Because, making the effort to search through a print magazine is really a luxury by itself. Plus, it is a break from being before ubiquitous digital screens: TVs, Computers, PDAs, Smartphones, game titles and today studying devises likes Amazon’s Kindle or Barnes and Noble’s Nook.

Look into-flight magazines. London-based Ink, a independently held company, published after-tax profit of £2.4 million ($4 million) on revenue of £25.3 million for that year through June 30, 2008. Last fiscal year Ink demonstrated near to a tenPercent rise in revenue. Based on research conducted by Arbitron, greater than 80% of U.S. passengers browse the magazines airlines placed before them and readers average about half an hour per flight using their magazines.

The most important thing to learn about this captive audience is the fact that frequent flyers, individuals who are able to manage to fly frequently (or perhaps be sent by their companies), are upper-demographic consumers who’re going for a break from electronics.

Yahoo! lately announced its new 15 month advertising campaign ($100 billion dollar budget) including print ads, TV ads an internet-based ads. Clearly, this company online sees the need for print advertising coupled with other media. This balanced approach is a great technique for luxury property marketing professionals, too, particularly when your competitors is retreating from print.

Luxury property magazines are frequently placed where high internet worth consumers will take time to read them. For instance, duPont Registry distributes its high finish magazine to athletes. Their issue featuring California luxury homes is positioned within the locker room from the Bay Area Giants. (Who’s Who in Luxury Property) transmits their glossy magazine to 500 top CEOs as well as on private jets.

Print advertising for luxury property marketing could be a fundamental element of your individual or company branding strategy if it’s done effectively. What’s frequently missing may be the right proactive approach that may generate genuine leads, leads that may become measurable sales.

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