Third & Bond Goes Primetime
Our own Third & Bond Blog was featured in the New York Times Real Estate section this weekend as an example of how a developer thought out of the box to harness online interest in project. The article touches on the blog’s genesis: The blog came about after David Kramer, a principal at Hudson, saw…
Our own Third & Bond Blog was featured in the New York Times Real Estate section this weekend as an example of how a developer thought out of the box to harness online interest in project. The article touches on the blog’s genesis:
The blog came about after David Kramer, a principal at Hudson, saw a post on Brownstoner about his company’s announcement of plans for Third and Bond in July 2007. He scrolled down to look at the comments, and while some were inquisitive and others were laudatory, a few were not exactly kind. He called Jonathan Butler, who publishes Brownstoner, with a proposal. I said, ‘So many of your postings are so angry and negative and they all think real estate developers are a bunch of nefarious bad guys making decisions in smoke-filled rooms,’ Mr. Kramer recalled. His idea was to chronicle his new development from start to finish, with the added benefit that those commenting on the site could serve as a kind of focus group for the project. Little did I know what a journey it would be, he said.
The Third & Bond Blog will probably be tapering off in the coming weeks, but it’ll continue to exist in the archives as an unusually candid view into the trials and tribulations of being a developer in this town.
Brooklyn Developer Builds Following on Blog [NY Times]
Of course Donald, good points.
But it is an interesting real life example of the difference between the power of public relations vs advertising. The blog developed a life of its own by being picked up by the NYTimes. Rarely will advertising give you that.
And I am not in pr, just in awe of what it can do.
Well for one thing Schultz, Third and Bond pays a marketing company to get stories placed. The cost for that service may or may not equal the cost of the advertisements on this page. Everything comes at a cost. Like the time it took for the principal and his assistant to write the blog posts.
Very meta…
i’ve enjoyed the third & bond blog.
Yeah except the 3 Brownstoner posters quoted in the article were all “guest” posters, though some of their comments were snarkily familiar.
The continuing power of pr vs advertising. What else needs to be said?
All of those flashing ads to the right will never command the level of attention that the Third & Bond blog got, and what did they pay for it?
A blog post about an article about a series of blog posts…could this get more incestual? I’m waiting for the movie.