Luring Young Buyers Via Advertising in Rolling Stone

Where do you go if you want to reach an audience that is young, yet successful enough to buy their first home and tech-savvy enough to start that search on the Internet? The pages of Rolling Stone magazine, of course.

At least that’s the strategy being adopted by Homescape.com. The company is trying to reach young singles to pitch them on becoming home buyers. The site will soon start advertising in the pages of Rolling Stone magazine, half of whose readers are between the ages of 18 and 24.

But it might be a tough sell. The number of first-time buyers under 25 is up only 2% over the past decade or so, from 9% in 1989 to 11% in 1999.

Homescape, which is produced by newspaper consortium Classified Ventures, offers links to home-related information in five categories: buying, renting, selling, financing and moving.