News Limited papers to integrate print property sections with realestate.com.au brand

Larry SchlesingerJul 22, 2012

The realestate.com.au brand will be integrated into the mastheads and property sections of News Limited metropolitan, community and regional newspapers as part of a new cross-media marketing alliance between News Limited and the REA Group.

News Limited has a 61.6% shareholding in REA Group Limited.

The alliance will see property sections of 88 News Limited publications rebranded as “Realestate”.

The two publishers have also entered into a reciprocal content syndication agreement, commencing in August, bringing together the realestate.com.au and realcommercial.com.au websites and News Limited’s national and state news websites.

The 88 newspapers have a combined weekly circulation of 7.15 million.

There will also be “greater content synergies” between news.com.au/realestate and realestate.com.au.

Realestate.com.au’s main rival, the Fairfax-owned Domain is used as the major branding across the property sections of all Fairfax newspapers. But Fairfax now has more than Domain amidst its property brands following Fairfax Media’s 50% merger with Antony Catalano’s Metro Media Publishing business, publisher of Melbourne real estate advertising glossy The Weekly Review.

The Weekly Review provides Fairfax with another avenue for especially for boutique property listings.

Its to replaced the Melbourne Weekly, which ran for nearly 20 years, with two titles - the Stonnington Review and Boroondara Review, going out to 750,000 homes in the expensive bayside suburbs of Melbourne.

As part of the REA Group-News Limited alliance a new digital and print advertising offer known as the 'Prestige Plus Package' has been introduced allowing estate agents to provide vendors with an advertising offer that includes a listing in the Sydney eastern suburbs Wentworth Courier as well as a listing on realestate.com.au.

Other markets are being assessed for suitability of similar offers.

The products comprising the Prestige Plus Package are still able to be purchased independently from each company should customers decide not to take advantage of the offer.

Larry Schlesinger

Larry Schlesinger was a property writer at Property Observer