Magazine article Editor & Publisher

Home Series Leads to Big Hit?

Magazine article Editor & Publisher

Home Series Leads to Big Hit?

Article excerpt

The Orlando Sentinel reportedly lost a major and long-standing advertiser after a home builders' association pulled its annual Parade of Homes guidebook and some of its members' advertising from the paper following a newspaper series that exposed problems with new homes in Central Florida. The newspaper had been carrying the guidebook for about 35 years, according to Sentinel Real Estate Manager Derek Berge. Unofficial estimates of the revenue loss range as high as $700,000.

The eight-part series, which appeared Oct 31 through Nov. 11, was the result of a yearlong investigation by the Sentinel and WESH-News Channel 2 that found "almost 80% of 406 new homes built in Central Florida in 2001 were full of problems, including cracks, leaks and mold."

The Home Builders Association of Metro Orlando denies that their decision to pull the guidebook from the Sentinel had anything to do with the series. "It was strictly a business decision," HBAMO Executive Officer Tom Lagomarsino told E&P on Thursday. …

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