When News Corp announced the closure of print edition newspapers in Queensland in 2020, there was outcry in the community, especially from those who relied heavily on the printed word for valuable information, community engagement and a marketing platform.
Many readers are not digitally connected or savvy, while others just prefer to consume news and local happenings as hard copy.
Noosa Today, one of 30 mastheads included in the independent Star News Group, became that much-needed voice for residents by providing quality news and views for the Noosa region. It also became critical to the local democracy, holding the powerful to account.
Paul Thomas, managing director of the group said “Noosa Today distributes 22,350 printed copies weekly, or approximately 90,000 copies monthly and 1,162,200 per annum.
“The majority of newspapers are home-delivered and read by several members of the household.
“With 2677 digital edition subscribers and over 40,000 weekly, from Queensland, Victoria and NSW, overall readership figures increase exponentially.”
In property marketing, the value of print advertising cannot be overstated.
Some real estate agents are telling sellers that all buyers and potential sellers, will see the property on the internet, but that is far from the truth.
“They are missing opportunities which could be costing those sellers dearly,” explained Tom Offermann, eponymous real estate company principal.
“We gather an enormous amount of data which dramatically demonstrates how powerful print media is.
“The numbers at open houses can quadruple when an ad appears in Noosa Today, and the traffic to websites clearly spikes as readers head there for more information.
“Property editorials, auction results and up-to-the-minute stories in early general news, are also invaluable.”
Tom Offermann, who has been marketing Noosa property for 30 years, is completely candid about which advertising works and what is a waste of money.
“A tailored marketing campaign is an investment to ultimately achieve the best outcome, and the return on your investment to be many times its cost.
“Marketing is not the place to take shortcuts if you are aiming for a premium price, and advertising in the local newspaper is inexpensive.
“I feel sorry for property owners who have been advised to solely advertise on the web.
“It would be nice if it was that simple, but the truth is it is not.
“A lot of work goes into designing and running a comprehensive marketing campaign and agents who think web-only advertising is the quick fix are taking risks with their client’s investment.”
Social media is a runaway success story. YouTube currently has most properties achieving at least 1000 views, some up to 10,000, and around 40,000 views a month. Tom Offermann Real Estate has 4000 subscribers, 1.1m views as well as 4500 Instagram followers.
Window displays focussing on available properties are also advantageous. Interest piqued outside an office and, one step later, they are sitting indoors with an agent discussing real estate.
“It is not until after every potential property marketing source for buyers is accurately explored that sellers can be confident, they will achieve the best price,” concluded Tom Offermann.
