Business information written specifically for newspaper advertising departments

When Branding, Don't Forget About Print!

Borrell said that more local-driven media like newspapers, magazines, television and radio are better suited for branding than online advertising.

With all the talk of the power and importance of digital and businesses’ transitions into the digital era, it can be more than a little disheartening to hear for print media. While we at AtF agree (and have written time and time again) that digital is essential and newspapers must adapt with it, that isn’t to say you should ignore your print product and its still-viable advertising offerings in the meantime. Gordon Borrell, the CEO of the advertising firm Borrell Associates Inc., even warned Realtors® against ignoring the potential of newspaper advertising and investing solely in online.

In Paul Hagey’s Inman News™ article, “In Digital Era, Don’t Forget to Brand,” Borrell said that more local-driven media like newspapers, magazines, television and radio are better suited for branding than online advertising, and as we know, branding is vital for businesses’ success. With that in mind, Borrell argued that Realtors® are actually spending too much of their advertising budgets on digital.

Borrell Associates Inc.’s research found that real estate brokers and agents were spending more than 70 percent of their advertising budgets online in 2012; a 10 percent increase since 2010.

Borrell suggests that this is a bad move on the part of Realtors®. “Agents have forgotten they need to brand,” he said. “They seem to have grasped the Internet and social media, but traditional media does a good job in branding brokerage firms.”

He admitted that online advertising helps Realtors® sell homes, but, as agents know, there is much more to their work than selling. When it comes to branding and getting their names out to the community, let your real estate clients — nay — all of your clients know the value of your print offerings.

Borrell’s advice is true for all of the verticals. While investing in online advertising, social media and the like is important, remind your clients that when it comes to branding, tried-and-true print advertising is still the way to go.