October 2008

Snub to local papers 'set to increase'

LOCAL newspapers in various parts of the UK may be in for a shock in 2009 as an increasing number of estate agents are in secret talks with a leading publisher of property newspapers to provide them with an alternative local publication.

Vernon Pethard, managing director of Property Print Services, a Worcestershire-based printer which already supplies publications covering agencies’ properties in various parts of the country, claims that, in many cases, estate agencies are 'at war' with their local papers over increasing advertising costs.

He said: “It’s absolutely incredible that the local press have, in so many cases, taken such an arrogant and aggressive stance against the local agents, who make up their bread and butter business, especially in such difficult market conditions.

“I have been amazed at the lengths that agents are going to in order to keep the meetings we are holding with them a secret from their local newspapers.

“These include changing the meeting time and place at the last minute to name but a few of the tactics being used.

“We have two new areas launching in January and the local press are still totally unaware of what’s going on.”

PPS have been publishing property newspapers for over 25 years and over the period Mr Pethard claims to have “seen it all” when it comes to the tactics used against his company when trying to launch a more economical solution for the local agents.

“Divide and conquer is always the first strategy and, sadly, it often works to the detriment of the majority of the agents,” he said.

“The whole marketplace has changed during the last few years. We live in an increasingly digital world and agents have far more demands on their budgets now than ever before.

“But that does mean, in my opinion, that press or printed advertising is dead. I think vendors want to see their home in print; printed advertising creates brand awareness leading to instructions and these are the two main reasons why agents have always advertised.

“They simply no longer need to do so in the local press or every week. More and more of our clients are opting for fortnightly issues.”

But why the cloak and dagger business? Is it really a ‘war’ out there?

“Absolutely, and the astute agents know it is,” said Mr Pethard.

“They realise that temporary ‘sweeteners’ are not going to be there forever and that while it is in their interests to convert to, for example, fortnightly advertising, the local paper may nod in sympathetic agreement but will then do their best to ensure it doesn’t stay that way. PPS are happy to produce fortnightly publications and are meeting with a different group of agents in towns and cities every week to explore the options available.”

The PPS publications are available on stands outside local agency offices as well as at local supermarkets.