MELBOURNE: The long-awaited challenger to Fairfax Media's The Melbourne Weekly hits letterboxes this week, with an initial circulation of 120,000, set to rise to 150,000 next week.
The magazine has also launched online and has tied up a deal with the Real Estate Institute of Victoria to reveal weekly auction results online before they are published in print.
The Weekly Review is underpinned with advertising from more than 20 of Melbourne's top real estate agencies who are partners in the magazine's publisher, Metro Media, along with the former head of marketing at The Age, Antony Catalano.
Catalano and his team have also secured display advertising with a heavy emphasis on home and lifestyle, including Ferrari, Milk Furniture, Asko Homewares, Warwick Fabrics, Brown Brothers Wines, Neff Applicances and fashion boutique La Louvre.
"A lot of the advertising has come via word of mouth," Catalano told AdNews. "We only went out to the media agencies with our mockup and rate card a week ago, and we have managed to bring in some really great brands. Now the phones are really running hot."
Catalano also revealed that the magazine, which was originally pitched as being distributed to the lucrative eastern suburbs of Melbourne will also be going out to the affluent Bayside suburbs of the city.
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