Alt-Weeklies to Get Share of Ad Dollars 'Redirected' by Realtor

february 5, 2007  03:49 pm
In an effort to reach more of the growing 20- and 30-something market of real estate purchasers, Edina Realty of the Upper Midwest is redirecting about half of its almost $8 million annual ad budget to "media more commonly frequented by Gen X and Gen Y readers," including electronic billboards, regular radio spots, the Internet and alt-weeklies, according to McClatchy Newspapers. "To move forward over the next five to 10 years, we have to be positioned differently than we have been in the past," Edina President Bob Peltier tells McClatchy.