Major print run for internet-based real estate guide

Set to spark a heightened publishing war for the lucrative real estate advertising market in Sydney the new weekly real estate classified publication is relying on its web presence to give it the edge over such major rivals and The Sydney Morning herald and IPMG's Wentworth Courier.

The new publication, circulating in Sydney, the Blue Mountains and Central Coast regions of NSW, demonstrates the ability of printing to not only survive but also thrive in an internet age

Just Listed is Sensis' response to demand from agents and house hunters two years after the release of the complementary web site, www.justlisted.com.au . The four-colour magazine will contain images and is designed to bridges the gap between traditional black and white advertisements and the high quality, but low inventory, offerings that have recently found a place in the market.

As an indication of market demand, the online site has managed to attract more than 80 per cent of Sydney's agents and more than 100,000 unique users in September with minimal supporting advertising. According to Sensis more than 500 agents signed on to the new print publication in the last few weeks alone, complementing the 1,700 agents on the web site.

Sensis Chief Executive Officer Andrew Day said the combination of inventory and the high quality presentation will give house hunters a chance to make much better use of their time. Distribution of the publication also has the house hunter in mind. Available in newsagents for a cover price of $1.50 each Thursday, it will then be distributed free of charge through participating real estate agents on Fridays.

"Not only are we making the Just Listed magazine available at the locations house hunters prefer, but we are making it available before the weekend," he said.

"As a result, house hunters can get in early and plan their weekends rather than having to suffer the Saturday morning rush. The agency response has been fantastic, especially when you consider that we haven't yet formally launched."

The 100 plus page publication will provide house hunters with an easy to use way of finding houses and commercial properties for sale or rent, while providing agents with the ability to manage their own advertising using purpose built software.

"Agents can publish their advertisements in both print and online using their existing processes and specialized software," said Day. "They have a choice of 10 print advertising formats and can print for sale or rent leaflets that follow standard agency formats."

Sensis is the directory and online arm of Telstra.