Domain launches new-look magazine in close consultation with advertisers
Fairfax’s Domain has today launched a new high-gloss magazine which lifts out of the Australian Financial Review.
The supplement will be published in the AFR on Fridays and repeated in The Sydney Morning Herald and The Age on Saturdays.
The refresh of the existing supplement will feature properties for sale as well as lifestyle features, market insights and neighbourhood profiles. It will also have two covers – designed for readers to flip – with one section focussed on residential property and the other side showcasing new developments alongside lifestyle features, to be known as ‘New Living’.
The combined real estate portal and content publisher operates under the assumption that covers are “the most sought after real estate in property”, noting that as a result “the magazine has been designed in close consultation with Domain’s most important advertisers to increase the volume and breadth of properties seeking inclusion in Domain”.
Despite the shift to digital, Domain said the investment in print and the new look was a result of consistent feedback from advertisers and real estate agents who want the platform to “back” and “invest in” the weekly print product.
Domain also cited the research it commissioned in October 2015, GFK Home Buyer Research, which found 68% of Australian home buyers still use print as part of their property search.
Domain’s chief editorial and marketing officer Melina Cruickshank said Domain’s audience use multiple platforms, but print remained an important part of the mix as they move through the property purchasing process.
“The Domain journalists remain a trusted authority on property, a position not taken for granted. Our experts have the data, insights and industry connections that provide value to audiences and advertisers.
“The new liftout connects with both active and passive buyers. Ultimately we are looking to provide relevant, modern, intelligent content to readers at every stage of the property journey.”
the off-the-plan property market has slowed considerably. This new look is a result of that change, and the first issue was dominated buy off-the-plan advertising and advertorial.
It’ll also act as market-stimulus collateral that agents can hand out to the shrinking number of buyers at auctions outside the inner CBD areas.
I view this as a sort of canary in the coal mine type measure.
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