Over the last several months my newspaper has been getting smaller and smaller, while MY bill stays the same. Now, I've been a loyal subscriber to the daily Richmond Times Dispatch for years, and I'm one of those people that loves coffee + the morning paper as part of my daily ritual. And despite the call of many who believe the traditional newpaper is "dead," I've been willing to pay for the print paper, rather than shifting to reading on-line, because that just doesn't "feel" the same way to me.
But something has happened that might make me revisit my commitment to the traditional daily paper. Several weeks ago, the Richmond Times Dispatch announced that it was discontinuing the Sunday Real Estate section in favor of a pull-out section called "Find Homes." It's either the second or third week of that change, and I'm angry.
"Find Homes," like the "new" "Celebrations" section, which used to be Flair + wedding and engagement announcements, has article-like advertisements on the front and interior pages. However, these "articles" are nothing but self-serving advertisements run by generally large organizations, packaged and arranged to look like news.
Now, here's what I know. Real estate is one of the few items that generates consistent newspaper advertising, particularly on Sundays. These ads are EXPENSIVE - for an average three to four line advertisement on Sunday, which has an effective life of about 7:00 a.m. to 5:00 p.m., I will pay $100 for that single ad. I am fairly certain if the revenues generated by real estate classified advertising were allocated to the Real Estate Section of the newspaper, it was one of the few revenue-generating areas of the paper. In other words, I would be willing to bet the real Estate section paid for itself through classified advertising several times over, and in fact funded other areas of the paper.
BUT, the Richmond Times Dispatch, in its infinite wisdom, has decided to kill the Real Estate section of the Sunday paper and to replace it with the [IMHO] insipid and misleading "Find Homes" section.
This bothers me for several reasons:
- Most real estate practitioners - brokerages and individual Realtors, who are independent contractors only affiliated with a brokerage - will not be able to afford to place "articles," putting them at an inherent marketing disadvantage against larger organizations;
- The "articles" look like independent reporting to the average bear, when nothing could be further from the truth;
- Developing this "paid advertising as newsy reporting" approach is misleading and economically self-serving.
- Right now the in the midst of housing crisis, there should be an emphasis on MORE independent quality reporting on the real estate sector, not less.
I don't care about the explanation that the previous real estate news is now scattered throughout the paper on other days and in other sections. Real estate warrants its own stand-alone Sunday section. For Lord's sake, if "Flair" is justified, then certain a Real Estate section is! I find it insulting that you treat the people who are paying a major chunk of dough to support your paper this way. Revisit your decision. Bring back the Real Estate section. If you need to lose some section of the paper, get rid of Flair or consolidate it with your goofy "Celebrations" section.
Otherwise, I suggest all us Realtors who are handing over tens of thousands of dollars a year to the Richmond Times Dispatch to advertise our listings and Open Houses in the Real Estate section boycott newspaper advertising and start advertising only on free on-line channels like MLS, Facebook, MySpace, Zillow, Trulia, ActiveRain and Craigslist. Or send your money to Style Weekly, at least they still do serious reporting on real estate-related issues. Lord knows, we could all use the extra money in our own pockets right now, rather than sending it to an organization which apparently has little respect or concern for us but is MORE than happy to take our money.
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