Magazine article Editor & Publisher

California Daily Boosts Classified Ad Revenue by 50%

Magazine article Editor & Publisher

California Daily Boosts Classified Ad Revenue by 50%

Article excerpt

WITH MORE AND more classified ads being placed by individual real estate agents, the Press Democrat of Sonoma County, Calif., in june, created its own real estate network.

Since its introduction, classified ad revenue at the newspaper has increased 50% and the ad count has increased 52%, according to classified ad manager Joanne Davey.

"We wanted to create a package which would provide multimedia exposure as simply as possible to individual agents," said Davey, "but we also wanted to give the consumer access to real estate information through a number of different formats of media."

Consumers can tap into "HomeSelect," an audiotex system which, via a computerized voice, describes and gives facts about properties listed. The system can call a consumer back if a listing, which meets his or her criteria, is added to the network, and can also send any listings of interest to his or her agent's office.

HomeSelect information can be sent to consumers via a "FaxNet Flier," which includes detailed home information, and often a photo of the house in question.

The network allows sales reps to enter ad copy into the computer system (if a photo is requested, it's sent electronically by the vendor), and then the copy is sent into different distribution channels. …

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