Community newspaper brings this CRS headline-making business
Nearly 16 years ago Brad Korb, CRS, decided to publish a community newspaper. As owner/broker of The Brad Korb Real Estate Group, located in Burbank, California, and serving northwest Los Angeles county, the aptly named Burbank Bulletin would have ample space to market his company, with full pages devoted to recent sales, current listings, testimonials and advertisements.
Today that little publication is big news. “Of all my marketing efforts, the Burbank Bulletin delivers my highest return on investment. I can’t tell you how many clients and referrals it’s brought to my door,” he says.
Although, Korb quickly adds, promoting his business was never the newspaper’s driving force.
Giving Back
“From the start, we wanted a newspaper that gives back to Burbank,” Korb says. “So my team and I went to the Burbank Chamber of Commerce for a list of every local non-profit and government organization that could use a little help sending out their message.” That included Burbank’s Boys & Girls Club, Parks and Recreation Department, recycling center, YMCA, animal shelter, Red Cross, Burbank Temporary Aid Center—and the list goes on.
“We offered all these organizations free space in our newspaper. They could have a photograph and a 200-word story about their needs or fundraising efforts. At first all we got were blank stares,” Korb says. “The minute I said the word ‘free’ everyone assumed there was a gimmick. So my first few issues were mostly real estate statistics and updates along with recipes and crossword puzzles.”
In a few months, the community realized Korb was on the up-and-up. Community-wide trust replaced skepticism and stories poured in. Today, Korb estimates that the Burbank Bulletin’s circulation hovers around 24,000, and just like clockwork, it goes out every month to all Brad Korb Real Estate Group past clients, Burbank Chamber of Commerce members and Burbank homeowners.
Gathering newsworthy stories is no longer an issue.
“Now organizations come to us when the year begins to reserve space.” There are always a few pop-up stories, he adds, but for the most part the Burbank Bulletin team works from a yearlong editorial calendar with all 12 issues planned out.
Crunching Numbers
The publication, which is produced by a local printer, costs roughly $9,000 to print and mail each month, with a digital version also available. The ROI, Korb estimates, is four or five times expenses.
“Everyone is excited to be part of the newspaper and have a free opportunity to blast out their wants and needs to the community,” Korb says. “And since we only cover people and organizations doing great things for our community, we even earned a nickname. Most people just call us the ‘good-news newspaper.’”
The Secret Sauce
Korb does invest in some marketing beyond his newspaper, although he hasn’t found anything with a comparable shelf life. “The Burbank Bulletin has a shelf life. People may not read it right away, but more often than not, it’s tossed on the coffee table to read later. People want to know what’s going on in their community, so the newspaper keeps me in front of everyone for a long time. I’m sure that plays into the high number of referrals I get.”
Korb does offer this advice to anyone thinking about publishing a similar newspaper. “Give it time. It probably won’t be an overnight sensation. And try not to look at your newspaper as a marketing piece. See it as a way to celebrate your community. That will go a long way in building trust between you and your readers. Before you know it, people will watch for your monthly publication. They’ll expect it.”
Like the proverbial cherry on top of a sundae, it’s a nice extra that all these folks waiting for your newspaper will also see your newest ads, latest sales and current listings.
