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

By Peter Grant | The Wall Street Journal

Big-name real estate services firms are joining the rush of businesses into new types of marketing that blur the lines between journalism and branding.

With a splashy party last week at O’mar’s La Ranita, residential powerhouse Douglas Elliman relaunched Elliman as a lifestyle magazine. The publication, which primarily used to showcase home listings, now includes stories on high-profile personalities. In the 336-page new issue of Elliman, readers get the lowdown on model Naomi Campbell, journalist Tina Brown and Miami Dolphins quarterback Ryan Tannehill.

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