News Corp Australia will unveil an all-new property platform this weekend for its home and real estate sections in the company’s state-based mastheads.
From Saturday 13 February, a new-look property lift-out will be published in the Saturday editions of The Daily Telegraph (NSW), Herald Sun (VIC), The Courier-Mail (QLD), and The Advertiser (SA), which collectively reach an audience of more than 1.7 million Australians.
The new national section At Home, joins realestate as a flip cover magazine, delivering property news and inspiration to build your dream life. At Home and realestate will be complemented with digital platforms on each masthead website.
National weekend editor Mick Carroll said: “Our expanded weekend property platform forms a key part of an ongoing national program of product evolution to deliver the best offering for today’s consumer. Home aspirations go hand in hand with real estate and this new offering has been designed to deliver our readers a one-stop shop for all of their property needs.”
Led by national At Home magazine editor, Kelly Baker, readers can find a holistic approach to home improvement from everyday maintenance to realising dream-home aspirations.
Ms Baker said: “Our homes have become very much a retreat and a resort, but also a place where we can go about our working lives. It’s been a dramatic realignment for many over the past year and it presents incredible opportunities. Improving our home isn’t just about improving our lifestyle, it can also add considerable value to our most important asset.
“That’s what At Home is all about: bringing you everything you need to know, and the inspiration and motivation, to reinvent, reimagine or to simply just tweak your home.
“We’ll have insights from the experts, such as our new weekly column The Fixer, news on the latest trends, styles and in-depth ‘How to’ guides. We’ll also let you in on what celebrities are doing with their homes and where they’re buying and selling. This will all be balanced with real life stories from those who have been on the home transformation journey, experienced the ups and downs and come out the other side.
“We’re making a big splash in our launch issue with star-powered help from landscape designer Charlie Albone – former host of Selling Houses Australia – and his role as a judge in our exclusive list of Australia’s 100 Cool Pools.
“Covid-19 has changed the way we live and the way we want to live, and though life won’t be ‘back to normal’ for quite a while, that doesn’t mean we can’t make the most of it.”
Driven by a national content program with localised case studies, this unified strategy will also provide advertisers with scalable solutions and mass reach across NSW, VIC, QLD and SA. The streamlined approach enables seamless integration for clients across the platforms to effectively engage with potential customers.
At Home features expert talent from around the country who will help inspire and inform readers on core themes; building, renovating, gardening and decorating. realestate will feature auction previews, new listings, personal finance advice, newsworthy market updates and national and local trends, support by REA Group market data.
The magazine format will be new for the Saturday Herald Sun and The Advertiser. The Saturday Courier-Mail and The Saturday Telegraph have been producing their property sections this way during Covid.