Mass Media and Real Estate Must Completely Change Their Business Models - Real estate agents were used to buying classified ads in newspapers, and mass media was glad to oblige. Now that print classifieds are diminishing in effectiveness, mass media publishers must drive a new model to retain the business of their agent client base. Just like print newspapers that touted high circulation numbers to support their advertising rates, their online equivalents must also ensure traffic to attract advertisers. They need to work with real estate bloggers and other contributors to generate the content that makes their websites compelling to readers.