Home Industry

With the housing market slowdown, homeowners are looking to improve their homes instead of buying new ones. Their improvements range from minor (improving lighting, adding seating space) to major (“room lifts,” renovations). Homeowners are also going green. While they aren’t replacing everything at once, they are making environmentally friendly choices when things need to be updated.

Chicagoland Home Improvement Consumers

  • 46% are female
  • 76% own their home
  • $251,420 median market home value

National Trends / Observations

  • Just do it: The DIY (Do It Yourself) trend continues. Millennials in particular are avid DIYers – they feel they can do anything after watching a few YouTube tutorials.
  • You hold the door for me; I’ll fix it: Women are increasingly entering this once male-dominated category. Women influence 73% of home improvement purchases.

Base: 4,269,655 Adults A18+ who have made a variety of home improvements in the past year. Sources: Scarborough, Chicago R1, 2010; National Trends / Observations compiled by Tribune Media Group Market Strategy from various sources.

The Chicago Tribune works best out of all the advertising I do. EZ Target inserts are great quality pieces, delivered straight to the homes in every zip code I want to reach. My sales rep is always in touch and she makes the order, creative and billing process very “EZ” for me. I don’t get that level of service from any other advertising company. Angel Perez, Owner - Perez Used Hotel Furniture
Meeder
“Like any company such as us, we are dependent on not just getting leads but finding QUALITY LEADS. A part of my company’s success is due to advertising with the Chicago Tribune and helping us find those QUALITY LEADS.” Patrick Dulleck, Owner - Meeder Design and Remodeling
DeSitter
“Over the years, Chicago Tribune has always played an important part in DeSitter Flooring’s overall marketing/advertising strategy. Between our own monthly print and inserts in the Sunday Tribune, or our local full-page displays in TribLocal, we believe the consistent strategy has paid off for us. We’re proud to have the Chicago Tribune as one of our marketing partners.” Tom Cunninham and Steve DeSitter, Co-Owners - DeSitter Flooring, Inc
Smith-Fam-(Prairie-Park)
“As Vice President of Marketing for Smith Family Construction, my experience with the Chicago Tribune has been nothing short of exceptional. Our rep is courteous, knowledgeable, and always available for any and all of our advertising needs. They have helped us reach our target market and increase sales. Thank You, Chicago Tribune.” Jamie Smith, V.P. of Marketing - Smith Family Construction
Rusco
“Rusco Windows & Doors has been a long time partner with the Chicago Tribune. Using a combination of the Tribune’s many products brings us quality leads time and time again. Rusco Windows & Doors and the Chicago Tribune make a great team.” Tom DiFiglio, Owner - Rusco Windows & Doors
Abt
“Our digital billboards have helped to showcase our products and services while keeping our store top of mind with hundreds of thousands of Chicagoans on a weekly basis.” Billy Abt - Abt
Window-&-Door
“I’ve been using the Tribune to promote my store for the last several years. In the past I mostly ran print advertising in the local editions of the Tribune. Recently, I utilized Tribune’s 435 team for the development of my new website. CLOSEREAD MORE Steve V., Owner - Window & Door Superstore
LaMantia
“We have been advertising with the Tribune for many years and still have great results. Our sales rep keeps us informed with the products and specials that help us reach our current and new customers.” Andy LaMantia, Owner - LaMantia Builders
ShelfGenie
“The Chicago Tribune continues to be our most cost effective lead source and reaches our strongest demographic.” Jeff Sassano, President - Shelf Genie Chicago
Apelian
“Over the years, we have advertised our rug business in the Chicago Tribune and it has produced favorable results for us, in fact we cannot advertise every week because we wouldn’t be able to keep up with the new client orders!” George Apelian, Owner - Apelian Rugs
TimberBuilt
“The digital display ads being done online are working great. Good work there; keep it up as these are the best results we have had with digital display ads.” Brian Kinnane, Marketing Manager - TimberBuilt Rooms
Lexington
“We’ve advertised in the Tribune for over 30 years, and continue to do so. Even in the digital age, we continue to see good activity when we run in the Trib. Our sales rep is right on top of everything, and is always professional and accommodating.” Jeff Benach, Co-Principal - Lexington Homes
Dehne
“We have been advertising with Chicago Tribune Company for more than 50 years. Just as the retail model has changed, so has media. We both adapt to ever changing markets and accept that uncertainty is the only certainty. We both pledge that our word is our bond and our brand is our legacy. It is the partnerships we forge that give us the courage to move forward.” Michael Keblusek, Manager - Dehne Lawn & Leisure, Northbrook
White-Rabbit
“White Rabbit used the Tribune to spread the word about garage organizers for many years. Because of the success of our advertising programs, the Tribune continues to be an integral part of our marketing program. It has been a pleasure to work with our Tribune representatives throughout the years. Most notably, our sales representative consistently gives us extraordinary customer service. Regardless of the time of weekday or weekend my e-mails get a response within the hour. Very impressive on every level!” Sally Schulman, Vice President, Sales - White Rabbit Garage Organizers
Thybony
“It can be challenging finding the right advertising tools, but we find that advertising with Tribune Media Group is not only the best way to reach our customers but also to find new potential customers as well. Our sales representative always presents us with the most current and cost effective methods to plan our advertising budget year after year.” Chris Larson, President - Thybony Paint, Wallpaper and Home Interiors
O'Reilly's
“Since 1978 I have used the Chicago Tribune as my main connection to get my type of customers in my stores. I have always felt the Trib brings me buyers, not lookers. Even in today’s electronic world I must have ads in the Chicago Tribune!” Gary O'Reilly, Owner - O'Reilly's Furniture
Posterworks
“Advertising in Chicago Tribune has created an entire new group of customers for our 25 year old custom framing business. CLOSEREAD MORE Craig Sayers, President - Posterworks, Inc.

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