Realtor Magazine’s MAJOR Turnaround
With more than 1.3 million readers, Realtor Magazine is one of the largest business magazines in the country and the leading publication of the Washington, D.C.-based National Association of Realtors (NAR). While the magazine’s closest competitor has only between 30,000 and 50,000 readers, according to NAR, Realtor Magazine was continually in the red for some time. Then things changed. The company attributes its multimillion-dollar turnaround to a few key factors: insightful involvement from NAR and its strong foundation as the nation’s largest trade organization; hiring a seasoned publisher with for-profit publishing experience; and providing timely information that serves the needs of every member of its association.
NAR President Pat V. Combs describes the magazine as a tool to help members succeed in their businesses, which is an extension of NAR’s role as a trade association. Members, who receive complimentary copies of the monthly magazine, are constantly remarking on how valuable they find it, says Combs. “The magazine reminds members that we’re out there working for them, sharing their successes and addressing their concerns, to provide information as well as inspiration,” she states.
According to Combs, many different professionals are involved in the home-buying process, including mortgage and title companies, inspectors and closing departments, in addition to NAR members, and “Realtor Magazine provides key information for each of these core groups in one place,” she says. “The topics touch on all the ancillary businesses involved. It’s a one-stop resource for the industry’s most critical information.”
Independent research analysis, completed in early 2007 by the Harvey Communication Measurement Study, indicates that readers spend an average of 30 minutes on an issue of Realtor Magazine, typically retaining the magazine for an additional two months, during which 62 percent share articles or ads with colleagues; 56 percent visit advertisers’ Web sites; and 38 percent pass along an actual tear sheet, photocopied article or an entire issue.