Stacey is director of content strategy for the National Association of REALTORS® and editor-in-chief of REALTOR® Magazine. In addition, she oversees the quarterly REALTOR® Association Executive magazine and manages a variety of e-communications for REALTORS® and REALTOR® association executives. She has been with the NAR for more 30 years, starting as an associate editor with Real Estate Today magazine, where she covered sales and finance topics.
We're All Doing More With Less
Even as the real estate industry toils through the worst economic crisis in more than 60 years, you're probably well aware of the turmoil taking place within the world of traditional media.
April 1, 2009
Newspapers and news magazines in particular are struggling to redefine themselves in the age of online media and blogging. No matter how dynamic their online presence, many publications haven’t figured out a way to replace the print ad revenue that once paid for their reporting, editing, production, paper, printing, and postage. In recent years, as print reporters have evolved into multimedia journalists—producing videos, developing interactive features, and writing blogs—online ad revenues haven’t kept pace with the cost of doing business.
That’s why we’re seeing sad stories like the closure of Denver’s Rocky Mountain News, after nearly 150 years of publishing. The goodbye video posted by the Rocky staff at the newspaper’s Web site not only gave me a good cry but also demonstrated the bind that’s gripping the media world.
REALTOR® magazine is not immune from the pressures of the for-profit media. We saw ad revenues decline in 2008, despite research that shows our readership remains strong. Rather than ask REALTORS® to shoulder the cost of producing a magazine that for years has been self-supporting, we’re reducing the number of issues in 2009 from 12 to 10. That will significantly reduce our costs for paper, production, printing, and postage.
There’s one important way in which an association magazine differs from the publications you find on the newsstand. Member service is our primary objective. So although we’re publishing just 10 issues this year—combining July and August, and November and December—we’re more committed than ever to being your source for business intelligence.
We’ll update our Web site as frequently as we currently do, posting real estate news every business day, blog updates every week, and new how-to features and reader polls every month. We’re also delving into new territory; our first webinar on short sales drew more than 5,000 registrants, and we have more webinars on the way. We’re also aggressively looking into new methods, such as mobile editions, to deliver relevant content to you.
Watch for more details in the magazine and in our monthly Business Tips E-newsletter. And thank you for continuing to make REALTOR® magazine, both in print and online, your business tool to help you through this market and beyond.
Updated: January 19, 2021