Real estate has proven itself to be an assured revenue model for the media, especially the newspaper industry in particular. It has helped the industry to tackle the financial crisis many at times. Many newspapers across the globe have incorporated their own real estate platform and stayed afloat in the unworthy business scenarios.

1. Real Estate
A Proven Revenue Model For The Press
SOME UNKNOWN STATISTICS ABOUT THE PRINT MEDIA

2. It is indeed true that the newspaper industry has undergone
changes and has revolutionized itself with the changing time,
demand and trends. With the growth in technology, the industry
has accommodated the digital medium as it proved to be a faster
intermediary between the news and its readers. The digital
medium also had adverse effects, grabbing a chunk of the revenue
from the advertisements in the print media. This forced many key
and small players to start-up their own news portals online. Many
still remained conservative with the decline in the revenue and
coped up with the same, whereas on the other hand, some with
their optimistic forecasting power boomed in the industrial
scenario. Compared to the developed countries, it is the develop-
ing nations which are climbing up, exceeding the decline and is
predicted to have a stabilized growth of 0.1% from 2015-2018.
Newspapers
Today & Tomorrow...
Source:
(www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/newspaper-publishing.jhtml)

3. In 2012, newspapers lost $16 in print ads for every $1 earned in
digital ads and it still continues as...
Newspaper Industry on a global basis is down by $51 billion a
year from 2006 and has lost 39% of its take. Though concentrat-
ing on Mobile devices turned fruitful initially, it struggled with the
local competitors in generating unique news. 53% of the mobile
ad revenue in US is pulled by Google followed by Facebook. Un-
derstanding the growing need of the customers and incorporat-
ing the features seems to be the only way out.
The Crisis
Source:
http://www.theatlantic.com/business/archive/2013/03/this-is-the-
Source:(http://www.theatlantic.com/business/archive/2013/03/this-is-the-scariest-statistic-about-the-newspape
r-business-today/274125/)
scariest-statistic-about-the-newspaper-business-today/274125/

4. Source:http://www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/newspaper-publishing.jhtml
The future may vary with regions, as with more con-
sumers and advertising demand, China (8.3%
CAGR*) & India (7.5% CAGR) will help the Asia Pacif-
ic market to grow at an average of 3.4% CAGR till
2018. On the other hand with increased digital
demand in North America, the consumer migration
continues and the CAGR is expected to fall by -4.2%.
CAGR*- Compound Annual Growth Rate
The Futuristic Growth

5. It seems to be an irony when we consider the time spent on the media and ad spend.
Where time spent share is less ad spent share is more and vice versa.
Source:http://www.businessinsider.in/These-Charts-Show-Just-How-Far-The-Newspaper-Industry-Has-Fallen-In-10-Years/articleshow/44919703.cms
Ad Spend- An Irony
0%
10%
20%
30%
40%
50%
TV Internet Radio MobilePrint (Newspapers&
Magazines)

6. Though the circulation increased, there was a steep decline in the advertising for years, but now
from 2013, it has showed a positive trend of catching up the momentum which rose to 47% and is
expected to grow to 49% by 2018 and is very soon to match the circulation revenue as well.
Circulation & Ad Revenue
2009 2009 2009 2009 2009 2009 2009 2009 2009 2009
70
75
80
85
90
Advertising
Circulation
Source:http://www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/newspaper-publishing.jhtml

7. The print media is busy concentrating primarily on
its digital medium publishing effective content for
connected devices and so on. The digital circulation
of newspapers grew by 66.2% throughout 2013, but
is expected to make-up just 8% by 2018, of total cir-
culation revenue globally. In 2013, the annual digital
revenue growth reduced to 11.7% from 17.7% in
2012. The advertising strategies lacks novelty, as it
continues to linger around the same revenue
models trying to tap the maximum out of it. Its high
time, for exploration.
Overall Digital Revenue Slows down
Source:http://www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/newspaper-publishing.jhtml

8. While 46% of the digital population visits newspaper web-
sites, they just constitute a small part of total internet con-
sumption, representing only 6% of total visits, 0.8% of pages
views and 1.1% of total time spent on digital platforms. The
publishers are yet to find out a solution where they can
engage the audience.
36% of the newspapers market value is in Asia, 34% in
Europe, The Middle East & Africa, 21% in North America &
9% in Latin America.
Television
Internet
Newspapers
Magazines
Outdoor
Radio
Cinema
40.1%
20.7%
16.9%
7.9%
7%
6.9%
0.5%
Global Newspaper Market Value
Source:http://www.wan-ifra.org/press-releases/2014/06/09/world-press-trends-print-and-digital-together-increasing-newspaper-audienc

9. Increasing social media presence to interact with audience
and building brand.
Promoting upcoming material and providing incentives
through database marketing.
Improving website navigation and revamping pages based
on audience interest and priority.
Developing audience knowledge, based on past visits,
enhancing their experience and time spent.
Cliché Adopted Methodologies
Source:http://www.wan-ifra.org/press-releases/2014/06/09/world-press-trends-print-and-digital-together-increasing-newspaper-audienc

10. Beyond targeting cliché methodologies, to survive and flourish, the
newspaper industry needs to look out for niche audience and strat-
egise marketing accordingly. One such proven revenue model is the
niche industry of real estate. There is ample requirement for the
service, irrespective of the continent or country. If a newspaper
tend to provide real estate service, there are multiple modes
through which it can drive revenue, through advertising, prioritising,
by adding local agents, brokerage and much more. Realizing the
embedded output & ROI, many newspaper biggies have already
incorporated the service on their online portal, which has not only
increased their customer base but also the overall revenue, helping
them to stay afloat in the crisis scenario.
Real Estate - Most Effective Revenue Model
Source:http://www.abc.net.au/news/2014-08-08/newscorp-earnings-drop-on-declining-newspaper-revenue/5657480

11. Source:http://www.nytimes.com/2014/11/06/business/publishing-and-real-estate-services-push-revenue-up-at-news-corporation.html?_r=1
Amidst the crisis, News Corp., the publishing company reported the growth of last quarter by 4 percent, to $2.15
billion from $2.07 billion, compared with the same period a year ago, in a scenario where even biggies like The
Wall Street Journal, had a 3% revenue decline. Tribune publishing, owner of the newspapers, The Los Angeles
Times and The Chicago Tribune also suffered loss .
Beyond publishing news, New Corp is an organisation which always tries to innovate and the idea of real estate
service was at the right pace. Last month they bought Move Inc., which operates real estate listings websites,
for $950 million, which helped them to stay afloat.
Proven by News Corporation

12. From 2011 to 2014, the amount real estate brokers and agents are estimated to spend on news-
paper advertising dropped by 65%, according to data and projections from advertising research
firm Borrell Associates Inc. Over the same time period, the agent and broker online ad spend
escalated to a whopping 544%.
YEAR BROKER AND AGENT ESTIMATED AD SPEND
ON NEWSPAPER (% OF TOTAL)
BROKER AND AGENT ESTIMATED AD
SPEND ONLINE (% OF TOTAL)
2011
2014
$4.6 billion (34.0%)
$1.6 Billion (11.9%)
$6.5 billion (48.2%)
$10.3 Billion (74.6%)
An Unknown Stat
Source: (http://www.nytimes.com/2014/11/06/business/publishing-and-real-estate-services-push-revenue-up-at-news-corporation.html?_r=1
Broker and agent as dollars have been shifting from newspapers to online

13. Realty advertisements and brokerages have huge turnover and assured ROI
compared to other platforms, having the capability to compensate the overall
financial structure, even in the most unworthy hours. Through this a press
can easily generate advertisement quotes for the newspaper as well.
Success rate is high for a press, as it will already have a well structured needy
customer base, giving an upper hand over the core service providers.
Being a basic human requirement of owning a shelter, unlike other sectors,
real estate will always be in demand irrespective of the market fluctuations,
which a press will be aware of primarily.
It is only the real estate platform which provide multiple revenue models, only
through advertising as property listing, property featuring, agent/agency
advertising, brokerage etc, and can be easily pushed by the press as it too
works on advertising.
Unlike other platforms, the ideology or service is not novel, only the mode of
action and deliverance is novel. Hence the service will be easily
anticipated publically, especially when promoted by a press
Compared to other digital business models which the newspapers have
already adopted, real estate has very less competitors in the industry.
As it works basically by selling advertisements, unlike other marketplaces, it
doesn’t require the selling of listed property to fetch revenue.
Unlike other sectors, realty is flexible as it help the press to stretch the service
to other verticals like book publishing (magazines), which too will be in
demand.
Just like start-ups in other sectors, here brand building is not required, as
beyond the press brand, it is the property brand that is into concern.
Why Press should focus on a Realty Platform?

14. You know what it means when a press starts a real estate platform;
News Corp buying Move Inc, The Los Angeles Newspaper Group
launching www.socalhomesite.com , The Alameda Newspaper Group
launching bayhomesite.com and the ever successful HomeFind-
er.com of Gannet Co. Inc., The McClatchy Co. and the Tribune Co , are
a few examples.
Real estate being the assured revenue model for the press, a realty
platform can be an advantageous and time conserving ROI source in
a number of ways which are as follows:-
Easy to build early adopters by using news subscriber database.
A huge revenue on realty marketing could be saved effectively and a
better ROI.
Related service providers like plumbers, carpenters, contractors could be
added to the platform effortlessly.
Effortless tie-up with the local agents and agencies.
It will help in fetching more referrals, thus more customer base and ultimate-
ly a higher circulation.
More customer engagement, not just brokers and agents, but new start-up
entrepreneurs could be driven.
Success of the platform will naturally drive investors from other verticals.
A press can develop multiple revenue models based on the brokerages and
commission involved serving in both print and digital formats.
A new news generator medium in a news crisis scenario.
A press with a real estate platform can very well create an ecosystem for
Banks, Home buyers and builders to indulge in on a mutually beneficial
stance.
How A Realty Platform Benefits Press?
Source: http://www.prnewswire.com/news-releases/los-angeles-newspaper-group-launches-new-real-estate-platform-developed-by-indigio-56095617.html,
Source: http://www.prnewswire.com/news-releases/alameda-newspaper-group-launches-new-real-estate-platform-developed-by-indigio-56218317.html
Source: http://www.inman.com/2014/11/24/newspaper-giants-real-estate-portal-set-for-big-expansion/

15. Efficiently segregating the customer base in the classifieds and effectively
shifting them to the platform.
Choosing a fully customizable platform is important and reframing revenue
models over the platform is futuristic and depends on the discretion of the
press with respect to the subscriber’s response.
59% of page views on real estate websites come from smart phones and
tablets. Hence integrating the geo targeted mobile app is inevitable, which
will help the press to distribute the same among its existing agents, who can
add on properties as they move.
The website of the press will already be generating a fixed crowd flow. Redi-
recting the crowd to the platform and vice-versa will be mutually beneficial.
The press should thus focus on the design, navigation and loading time, to
provide good user experience.
Can easily escalate the realty platform to a fulltime communication platform
based on the subscriber categories.
Converging both print and digital mediums using latest technologies like
Augment Reality (AR).
Easily convert the platform database into a print solution, under the press
brand name.
A press having an established domain, the SEO framework and online mar-
keting tools will boost its fame further, keeping it alive over the search
engines, creating more readers for all kind of news.
The sophisticated CRM will not only help the press to maintain a strong rela-
tionship with its subscribers but will help in reaching out to new subscribers
and investors from the realty world and related verticals like banks and other
financial institutions.
Tweaking the content every now and then is an essential part of any press
scenario. Hence the CMS can be utilized to the fullest.
With MLS (IDX) integration, a press can easily provide the service to the
agents and agencies much faster than any other medium and can charge
for the same.
A press will always have a good social media presence and as such, running
retention programs will help in retaining the customer base and maintaining
trust.
How Can A Press Make Its Realty Platform Successful?

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