The Real Deal New York

Elliman, JLL, CBRE get into the publishing game

Brokerages looking to build their brands by launching magazines, sites

May 26, 2015 05:48PM

Elliman magazine

The spring/summer cover of “Elliman,” featuring Naomi Campbell

A new trend is surfacing in the real estate world, and it’s got little to do with bricks and mortar.

Brokerages like Douglas Elliman, JLL and CBRE are launching their own publications with articles on topics ranging from lifestyle to urban planning and market trends.

Last week, Douglas Elliman had a relaunch party for its magazine “Elliman,” which used to primarily feature listings but is now being retooled as a lifestyle magazine and features supermodel Naomi Campbell on the cover.

“If you look at our contributors, you’ll look at familiar names and prominent bylines” from publications such as Vanity Fair, Nicole Oge, Douglas Elliman’s global chief marketing officer, told the Wall Street Journal.

JLL recently launched Real Views, a website that focuses on stories about “the impact of real estate on wider economics and society,” according to chief marketing officer Charles Doyle. The publication employs five journalists.

CBRE group is also planning to launch a website for “independent journalism informed by urbanists, academics, planners and big thinkers around the world,” Paul Suchman, CBRE’s chief marketing officer, told the newspaper. The website is set to go live next month. [WSJ] — Tess Hofmann