While print is definately not the top dog any more, I still see a lot of people picking up the publications at distribution points. There still is this good percentage of people that want something tangible in their hands. I agree print is not as effective as it once was and those that remembers when it was pretty much the only "game in town" outside of newspaper (which went out when the publications took over). Nothing is permenant but change, and this is an adjustments we are seeing. They are definately not obsolete, just not number one any more.

PS: Drop print and I guarantee you, you will lose market share and leases. Maybe someday, but it ain't here yet.

Dude. You crack me up.

If I were searching for an apartment, I would more than likely not use print ads. From the time someone calls in to have their ad printed in the next issue of the LA Times (or your local newspaper) to the morning you scour the Classifieds, a lot of things could have happened to change the situation. On the other hand, it's good online posting etiquette to take down a want ad once the vacancy has been filled, so if I see a listing that appeals to me, it will probably still be there when I call. I could also see whether the ad has been posted repeatedly or for an extended period of time (if no one else wants it, maybe there's good reason for me to reconsider...).

Besides, the internet has such pretty colors... :)

@charity I think your point is absolutely valid. advertising strategy is geographically sensitive. Generalities should not be made as far as this particular conversation. no one can deny the trends though.

I find this very interesting. One would imagine that the type of advertising media used would depend on the market. I know some markets that online does not do well, specifically rural areas.

Print advertising is not dead…but it may be on life support.
You probably hear that apartment print guides continue to drive significant, highly qualified and highly interested traffic. And there is incredible synergy when these print guides are used in combination with the same vendor’s online product. But you should remember who you are hearing that from—typically the print vendor reps—and take it with a huge grain of salt.

Even though some of the mega-owners have completely eliminated or significantly reduced print spending, there are still some markets, and some communities, where print can be very effective. But it’s highly unlikely that print would be the most effective source, and it should be used for additional traffic only when justified…not as the first media selection.