Featured
Publication
"Midtown Living" - Official newspaper of the
Sandra Nickel, Realtors Hat Team in Montgomery, AL
Expanding its target market into more neighborhoods
than its initial six, the Sandra Nickel’s team created a new
name for the middle section of their city, which they redefined
and reintroduced as "Midtown" through their publication,
Midtown Living.
Before publishing Midtown Living, Montgomery residents living in
the older sections of the city were distressed by the local media's
insistence on referring to Midtown as 'the inner city.'
Sandra Nickel undertook a campaign to change the name and negative
perceptions via the publication of Midtown Living and other means.
After three years, "Midtown" is now the commonly accepted
reference name used by residential and commercial real estate agents
and the media when referring to the mostly historic neighborhoods
near downtown in the center city.
The bi-monthly newspaper features articles that focus on positive
happenings in Midtown to influence residents, and to change external
perceptions. In addition to mailing to over 11,000 residences in
18 neighborhoods, copies are also mailed to some 1,500 people of
influence, board members, civic leaders, and talk show media.
The publication has spurred local developers to take a fresh look
at Midtown for new and revitalized retail development – some
$65 million of new retail is currently underway, attributed by the
developers themselves to the positive messages given through Midtown
Living. It has spurred at least three, new high-end residential
developments on land many had thought was unable to be developed.
Midtown Living is the newspaper of choice for many residents who
report keeping past issues handy for reference.
One of the strongest features of the publication is the annual holiday
issue urging residents to shop at stores and restaurants close to
the neighborhoods versus suburban malls. Residents and merchants
have responded favorably to the "Shop Midtown First" campaign.
Each issue also features a listing of services located within Midtown.
The goal is to ultimately publish a separate "Midtown"
directory, which distinguishes Midtown from the rest of the city
and five-county region as a whole.
Every issue also addresses recent home sales, events that take place
only in Midtown, and other positive messages about current events
that affect residents. Editorial often addresses popular myths and
seeks to point out actualities. One issue revealed the disparity
between the actual versus perceived value of building permits.
Through minimal soliciting of advertisers, many Midtown churches,
restaurants, and other businesses asked to advertise in the publication
as it directly reaches their target audience too. Although a zero-based
production point has not been reached, ad revenues help offset production
and distribution costs.
The front page conveys positive messages like: "Great Restaurants
are Mostly Found in Midtown," "Parks & Recreation
One of Midtown's Greatest Assets," "Expanding Houses of
Worship Herald Midtown's Vibrant Growth," and "Midtown
's Fascinating Past Leads to a More Promising Future."
The back page of each issue features a display of homes for sale
in various neighborhoods and a variety of price ranges and notes
that the Hat Team was involved in more transactions per agent (over
60 each) in 2004 than any other Realtor firm in the city.
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