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January 12, 2010

Real Estate Outlook 2010 -
Jan '10

Overview

Has the mighty real estate advertising category peaked out for online media? Our "2010 Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year. This ad category declined 20% last year, from $24.4 billion to $19.6 billion. We're forecasting a mild bounce back in 2010 at 3% growth. Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U.S. ad spending in this category, as well as a market-by-market estimates of national and local spending for 210 cities.

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While many trends are decidedly negative, there are pockets of upward movement in real estate advertising that media companies can exploit in the short run, and major trends that they can harness for the long haul. Our new annual Real Estate Advertising Outlook report quantifies those trends, identifies the bright spots, and describes the underlying forces that will shape real estate advertising in the next decade.

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