Print media vs Internet advertising

 Vendors are often asked to consider investing in  a print media campaign alongside other ways of promoting such as the roadside sign and the internet. It’s not a cheap exercise – compared to some internet options – so why persist with print media? Here’s a few thoughts to ponder.

internt vs print

  • Some forms of the print media have a large and trusted group of followers.  Some local examples include weekly publications NZ Farmers Weekly and  the Property Press  and Property Weekly.
  • Keeping it local: Print media is an easy medium to spread awareness or advertise to a specific geographical area. Our experience is 70-80% of rural property will be sold to someone within 50-60km radius. So it makes sense to target that region
  • Shelf life: magazines and quality publications are often picked up several times over the course of a month. A recent inquiry came from someone who picked up the magazine two months after the advert was published
  • In the United States 90% of buyers go to the Internet first. In New Zealand and Australia about 80% turn to the Internet first. While some real estate commentators in the United States are clear that newsprint advertising is dead, it still has a place in New Zealand.
  • Where do you look for a property when you are buying? Do you wait for the paper to be delivered? Or do you just log on to your favourite website and browse there?
  • Sure, if we are targeting the global audience, then the Internet is a no brainer. But be aware there is a huge volume of content there vying for peoples attention. And just getting seen, let alone commanding 3 seconds worth of attention can be really hard. It can easily be lost literally in the cloud. Yes, an advert in the Taihape Times may reach fewer people overall but possibly more “Taihape” buyers.
  • Internet advertising is often touted as “free”, but to stand out from the wide array of properties, investing in promo packages can keep your advert towards the top of the search box /site.
  • With internet being around now for 20+ years, there is a generation of young buyers coming through who are very internet savvy…and many of the older generation have also embraced the technology.
  • But it’s not for everyone. Many of our rural folk still have poor connectivity. A newspaper spread out on the breakfast table can capture their attention better than an on again- off again internet feed

When you call Rural and Lifestyle Sales to sell your property we’ll put advertising emphasis on where buyers are looking both on and off line.  We are wide open to new ideas to promote more effectively.



About Robert Dabb

Mobile 027 255 3992
Office 06 323 3363
Home 06 353 0298
Robert has been involved in the rural sector his whole working life and in real estate since 2006. He has experience as a Dairy Farm Consultant and was the lower North Island Regional Manager (Shareholder Services) at Fonterra Co-operative Group from 2000 through to 2006. He holds a Bachelor of Agricultural Science degree from Massey University. He has a wide network of contacts across rural industry and enjoys professionally marketing rural and lifestyle properties. Robert together with Richard Anderson formed Rural and Lifestyle in 2012