The Age launches mid-week real estate publications:
Domain Bayside and Domain East

June 23, 2010:With the continued growth of the Melbourne property market, The Age is pleased to announce the launch of two new real estate zoned products – Domain Bayside and Domain East.

With the continued growth of the Melbourne property market, The Age is pleased to announce the launch of two new real estate zoned products – Domain Bayside and Domain East.

Inserted each Wednesday into The Age, Domain Bayside and Domain East will feature properties that are specific to the Inner Eastern and Bayside areas of Melbourne.

Domain Bayside and Domain East will be the perfect mid-week property showcases for Saturday Age property advertisers. All properties that are published in The Age on Saturday will have the opportunity to appear as a dual buy in one of the mid-week publications as well, providing extraordinary reach and great value to vendors.

The publications are zoned so that they target Age readers in their individual property areas. By choosing the dual-buy option, properties advertised in Domain East or Domain Bayside will reach more than 1 million readers of The Age on any given Wednesday and Saturday, according to Roy Morgan Research. They will provide a highly sought-after reference for active property buyers.

Domain Bayside and Domain East will offer highly relevant content to a keenly engaged audience. The editorial content will be focussed on the local area only, and run-on copies will be distributed to nearby cafes and real estate agents to increase their reach.

The ads will be large-format display-only in quarter, half and full-page sizes to make the whole publication more visually compelling. And the publications have a deadline of 2pm on Mondays, which makes for easy copy changes and additions after weekend property activity.

Based on new demands of a changing market, we identified a gap in The Age’s real estate advertising offering. We feel there is a need for a product that suits display advertising that properly showcases real estate in its best light. We believe Domain Bayside and Domain East fills that need perfectly. And feedback from real estate agents has been overwhelmingly positive, not least because our mid-week real estate publications will reach more potential buyers in targeted areas, and will thus increase attendance at mid-week property inspections.

The Melbourne real estate market dynamics are constantly evolving, and there are as many sellers and buyers in the market as there have ever been. The search for property doesn’t stop just because the weekend is over, so we saw a need for mid-week Domain publications to keep the property conversation running all week long.

The mid-week real estate publications are backed by the strength of our Domain brand, a well-established leader in the market. The launch of Domain Bayside and Domain East has been part of our broader strategy to keep the Domain brand strong. Last week, we launched the new design of Domain in The Age on Saturdays and Sundays. This week, we enhance the Domain offering with mid-week publications. It’s a clear strategy to keep our brand fresh, innovative and at the forefront of the property advertising market in Melbourne.

For more information:
Miranda Ramsay | 03 8667 2661 | 0409 256 764

Release Date: 23 Jun 2010 00:00