New York Times launches mobile property listings
By Leah McBride Mensching, Tuesday 25 September 2007 at 22:54 :: World Digital Media Trends :: #613 :: rss
The New York Times has made its Real Estate section available in detail to readers on their mobiles, allowing them to send and receive listings whether their property search began in print, online or on The Times mobile real estate site.
The new mobile product was launched Monday in beta, and lets readers search property listings directly from their mobiles, send listings from NYTimes.com/RealEstate to their mobiles by clicking on “Send to Mobile” or send full details and photos of properties listed in the newspaper to their mobiles by using an SMS code from the newspaper, The New York Times Company announced in a statement.
As the newspaper continues its growth outside print, advertisers are also able to edge closer to readers.
Classified advertisers who also sign up for the print-to-mobile feature will be given a text code next to their ad in the newspaper, which will encourage readers to SMS the listing to their mobile devices to view more details and photos. The mobile real estate site also offers new sponsorships.
The new mobile real estate site is part of a wider effort to expand NYTimes.com's mobile presence, while also increasing ad revenue by giving advertisers more ways to target those readers, Denise Warren, senior vice president and chief advertising officer for The New York Times Media Group said in a statement.
“Our new mobile product provides our readers with seamless interaction between their phones and the national real estate market. This should quickly become one of our most popular mobile offerings,” Warren stated. “The Times Media Group is constantly looking for new ways to meet the needs of our advertisers, who we know are looking for targeted and creative solutions. These new mobile offerings give marketers the capability to reach our highly engaged audience across three unique platforms.”
Still to come this autumn, The Times will unveil real estate alerts for mobile users. These alerts will send information and updates on properties based on users' individual criteria, according to the company statement.
Later this fall, The Times will introduce real estate alerts for mobile users providing information and updates on properties based on users' individual criteria.
In other New York Times news, Monday saw the first-ever spadia ads run in the newspaper. A spadia is a page wrapped around the spine of a section in the paper that appears as a partial page, according to a Times statement. NBC bought the ads to promote both season and series premiers for new television shows this week.
The Times also announced Monday that its International Weekly edition is now appearing in The Korea Times U.S.A. That newspaper began publishing the weekly edition Sept. 12. It is the first time the weekly, distributed in 20 countries, has been published in the United States.
NYTimes.com is the most visited newspaper Web site in the United States, with an audience of 13.1 million unique users, according to August 2007 Nielsen//NetRatings.
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