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Zillow and Newspaper Consortium Launch Real Estate Ad Network

Real estate website Zillow.com and a newspaper consortium made up of 282 major newspapers have formed The Zillow Advertising Network, and will begin selling each other’s online ad inventory.

The Zillow Advertising Network will potentially reach more than 63 million monthly unique visitors, according to Hearst, one of the companies that form the Zillow Newspaper Consortium.

Hearst is calling the ad network “the nation’s largest online real estate advertising network.” The focus will be on home buying, selling and home-related commerce.

Under the Zillow Advertising Network agreement, sales teams for both Zillow and Zillow Newspaper Consortium members will offer each other’s premium advertising inventory to their respective client bases. Local newspaper advertisers will be able to reach Zillow’s national audience of more than five million unique visitors per month, with 90 percent owning a home and two-thirds buying or selling now or in the next one to two years. Zillow advertisers gain access to the local audience visiting real estate sections of the newspapers’ websites, as well as additional national advertising inventory across the Zillow Newspaper Consortium.

The new network extends the partnership with 11 major newspaper publishing companies announced last year, which enables local real estate classified advertisers to also purchase featured listings and open house advertisements on Zillow. The newspaper companies participating in the ad network include Hearst Newspapers, Lee Enterprises, Media General, MediaNews Group, Morris Communications, Philadelphia Media Holdings, and The E.W. Scripps Company.