Domain cements further push into publishing with weekly mag

Lindsay Bennett
By Lindsay Bennett | 17 October 2016
Image: Domain Instagram

Domain is continuing its push into publishing with the launch of its first weekly print magazine.

The arrival of the magazine in Geelong in Victoria offers advertisers greater inventory and expands Domain’s presence as a media company. It follows Domain’s aggressive move into content production, expanding its editorial team to 22 journalists in 18 months.

Domain Victoria MD Trent Casson tells AdNews the decision to create a magazine comes off the back of research that showed 68% of property seekers refer to print to search for properties.

“Print is still very much an important medium for property hunters and a key channel for us. We believe it’s important for vendors and agents to have access to buyers across multiple platforms,” he says.

“Print also allows us to connect advertisers with an audience who may not necessarily be in market.”

domain magazineDomain Geelong

The real estate magazine covers a mix of editorial content with broader lifestyle features on design and interior trends, alongside agent listings. It will be inserted into copies of The Age and The Australian Financial Review.

For the first issue it secured advertisers Plush, Bank Australia, Geelong College, iinet, Geelong Tiles and Bathware and a slew of key real estate companies.

While the initial push for the magazine has been made in Geelong, Casson says there is a gap in the market nationally for a real estate print product. Following the success of the Geelong edition, the Fairfax-owned business could expand into other markets.

It's one of the many content firsts for Domain, launching the second season of content series Avalon Now earlier this year.

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