Domain liftout gets makeover, new readers

Domain has revamped its print edition with a new look and feel, and has expanded its distribution by adding it as an insert to the Australian Financial Review (AFR).

According to general manager of real estate for Fairfax Marketplaces, Tony Blamey, the popular lift-out section features a bolder design layout with larger format environment for display advertising.

“We’ve made a few changes,” he said. “We’ve revamped the section so it has a new look and feel with whiter, brighter paper. It’s got more of a magazine feel to it now.

“We’ve repriced some of the larger advertisement positions so they’re more accessible, as well as provided a lot of pointers that lead readers back to our digital platforms,” he told Real Estate Business.

As well as giving the publication a makeover, the section will also now be available in the Australian Financial Review on Fridays.

“We still see print as a relevant part of real estate because it is accessing a more passive audience, while the online portals are for a more active audience," he continued. “Reaching this passive audience is why we’ve also begun distributing through the Australian Financial Review on a Friday as well.

“We’re looking to target AFR readers, who are more network or investor type individuals. Distributing on a Friday and catching this audience at work allows them to read on the latest property market information, as well as plan their weekend if they will be attending auctions or inspections.”

Financial Review Group chief executive and publisher, Brett Clegg, said the section will be available to New South Wales and Victorian readers.

"Domain is an exciting new addition to the Financial Review, giving our New South Wales and Victoria readers a head start on their weekend property search every Friday," he said. "Our high net worth and savvy investor audience will now have access to a complete end-to-end property bible with our market leading commercial property coverage, Life & Leisure and now Domain."

Mr Blamey said he was excited for the new growth channels in the print space.

“Refreshing our print edition and broadening its distribution via new channels will ensure Domain continues to be the primary destination for property seekers,” he said.

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