“The publication is positioned to be a relevant and informative real-estate resource for the communities it serves,” says Johannes Heyl, new business development manager, “as well as offering estate agencies and advertisers the choice of broad advertising or compilations of markets. We predict the quality format and tightly-focused areas will be of value to financial service providers and insurance companies wanting to engage with home buyers.”
Heyl explains that although it takes its name from the established online Property24 brand - part of the 24.com stable - the Property24 print publication will run as a separate entity. The new publication is being set up as a joint venture between Media24 and a major real estate group, and Heyl envisages similar partnerships developing in the near future.
Property24 will use high-quality paper for its new publication, with an easy-to-use size and clear photographs to create an attractive, uncluttered showcase for real estate brands.
Transform house-hunting
“The idea is to transform house-hunting into a quality, focused and easy-to navigate read for buyers,” he explains. “To this end, there will also be an in-depth editorial feature in each issue, to appeal to new and existing home owners in a specific area.”
The free publication will be delivered to affluent households and distributed at relevant ‘hotspots’ - branded stands will be strategically positioned in and around shopping centres, estate agencies and other areas of community activity, such as convenience stores and cafés. The distribution model is aimed at middle to high income groups (LSM 7-10) in identified geographic regions.
Property24 is launching as a bi-weekly, but, adds Heyl, “the intention is to go weekly”. The publication also aims to ultimately ramp up to a print run of 216 000 copies weekly in the greater Johannesburg area.
The first regionalised publications will be launched in the East Rand area and then the West Rand communities. “We will identify new zones as we roll out the title and our printed brand offering gains momentum.”
Heyl explains that there is a diverse, energetic and professional sales team behind the launch of Property24, headed up by Sheray Bernard. “There’s a strong sales force behind the publication,” she comments. “Their integrity, dedication and commitment to service are sure to replicate the strong online brand Property24 has established.”
“Our editorial aim is to offer a valuable read, high-lighting the options in specific geographic regions that will assist readers in getting the very best from the real estate market,” adds Tracey Sandilands, editor, Property24.
“Property24’s print publication is envisaged as a joint venture between Media24 and major real estate groups,” Heyl concludes.
