ATLANTA (Feb. 9) - The battle to own commercial real estate news in Atlanta is intensifying in 2015 as marquee companies consider the metro area for headquarters relocations.
But in what could foreshadow a stunning shift, the fight for print advertising dollars also is heating up, with The Atlanta-Journal-Constitution re-entering the ring. The proof can be found on Page A7 of today's AJC. That's where you'll find a full-page color ad for CBRE. The ad, which focuses on reputation building as opposed to transaction touting, appears in the paper's groundbreaking Atlanta Forward series highlighting Atlanta's need to up its game to continue to attract new companies and residents.
This development shows that advertisers still will target outlets with great content for their ad spends.
While the AJC has regained its position as one of the - if not the top - real estate news outlets in the region, all of the CRE ad dollars in town typically flow to Atlanta Business Chronicle, which for long has led the way as the outlet of choice of real estate CMOs and decision-makers. The needle already has started to shift, thanks to Bisnow Atlanta, which has attracted ads from most top-tier Atlanta CRE companies.
Now it will be interesting to see whether other CRE firms join CBRE in buying ads in the AJC's print edition. During the past decade, I can only recall occasional display ads from Cousins Properties. And when the AJC's Horizon section existed, a couple of other firms bought ads, too.