Fairfax to target ‘upper-crust’ Aussie home buyers with Domain’s new Prestige publication
Real estate website Domain has launched a new print product, called Prestige, aimed at promoting premium properties valued above $3m.
Published nationally the magazine will be carried Wednesday edition of The Australian Financial Review, for the next 12 weeks, with the publisher declaring: “Domain Prestige will include listings and stories devoted entirely to the upper crust — $3 million plus.”
Stephen Nicholls, editor of Domain Prestige said: “with the recent growth of the luxury Australian property market, Domain Prestige will connect premium real estate advertisers to a highly targeted audience with a stronger propensity for this kind of property.
“Over the coming weeks, we’ll be featuring industry insights and trends, with a weekly focus on Australia’s established and emerging markets.
“Domain Prestige will put a new lens on luxury real estate. These aren’t your ordinary homes, we’ll be profiling some absolutely remarkable properties.
“There is currently a gap at this end of the market for such a platform, which Domain Prestige will aim to fill.”
Danielle Sen
So will this cannibalise the existing print luxury real estate ads in the Fairfax papers?
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Worth a try- although brave move to launch any new print product these days
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Most houses in Sydney are ‘prestige’??
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@But Well, the AFR is a national publication, so I don’t think it will be limited to just Sydney houses
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Fairfax needs new CEO. Can the Cat make the leap? Time will tell
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Another Fairfax example of trashing a brand. The ads in this “prestige” issue reflect a soggy idea of the demographic and show how far the AFR brand has fallen. If this is “prestige” style, Rockpool can start flogging McNuggets on the side.
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