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Panpa Bulletin : August September 2007
8 PANPA Bulletin August-September 2007 news More than 150 Rural Press mast- heads are having their in-paper property guides re-badged to Fairfax Media's Domain.com.au real estate brand. All properties now listed on prop- ertyguide.com.au will also be migrated to Domain.com.au. "This is a great milestone not only for our Rural Press publications, but for property seekers throughout Australia," Brian McCarthy, CEO Australia, Fairfax Media said. The move from propertyguide.com.au to Domain.com.au will see many new real estate agents join Domain.com.au and thousands of regional listings added to the website. Real estate agents who advertise in Rural Press titles will now receive a bundled print and online offer including a subscription to Domain.com.au, allowing them to run sales and rental listings on the site Jack Matthews, CEO, Fairfax Digital said, "This development will see Domain.com.au increase its listing market share and traffic in all states, with the Domain brand becom- ing a leading online and print real estate resource throughout regional Australia." More than 136 million pages of property information were viewed on Domain.com. au in July, generating almost 400,000 email and telephone enquiries for real estate agents. goldcoast.com.au breaks news and conventions By Jack Beverley In a radical departure from how tradi- tional newspaper websites are labelled and marketed, Gold Coast Publications, a News Limited company that publishes the daily Gold Coast Bulletin and the Gold Coast Sun community newspapers, has launched a new site that deliberately underplays the links with its publishing operations. The emphasis has gone instead on building a more broadly-based Gold Coast site, using a simple and compelling domain name that gives an edge in the competition for search engine organic listings -- www. goldcoast.com.au. "Gold Coast Publications has deliberately steered away from the conventional news- paper website model because the business had the opportunity to target new readers and new advertisers in a much wider audi- ence," said managing director Roy Miller. "The Gold Coast Bulletin is a powerful local brand, as is the Gold Coast Sun. If you wanted a print product for the Gold Coast you wouldn't go past them. "But beyond our circulation footprint we needed a brand that instantly communi- cates with the interstate and international browsers and advertisers." In less than a week of going live in mid-July, goldcoast.com.au began topping Google searches for "Gold Coast news" and "Gold Coast classifieds" and rose to be one of the first few for the generis "Gold Coast." Gold Coast Publications online business manager Dean Gould said the new website provided a dynamic portal to the city of the Gold Coast -- a formula that combined catering for local residents with actively targeting tourists. "As the home to more than 500,000 people, the Gold Coast needs a comprehen- sive, one-stop-shop website," Gould said. But as well as delivering local news updates and other services to the residents, it would cater for the 4.4 million interstate and in- ternational tourists who visited annually, as well as the six million days trippers. "That means we are targeting more than 10 million part-time residents of the Gold Coast, which is the biggest city in Australia by that measure." With that sort of market, the new site ex- pects to attract a constant stream of unique browsers and with users all searching for specific holiday and city life material, page impressions per UB are expected to be high. Heath Worral, goldcoast.com au's advertising manager, said the site offered advertisers the opportunity of extending their reach. "Advertisers are able to reach people at the planning stage of their Gold Coast holi- day and when you consider half of domestic traffic is now booked online, it's a huge benefit to advertisers." Users are able to book and pay for their holiday directly online by using the site. Revamp of Fairfax Digital's websites By Jack Beverley "The challenge for the tradi- tional media is to become part of the online scene and leverage it to spread their brands" -- News Limited CEO John Hartigan, addressing the PANPA 2007 Conference (See Pages 44- 45)." The home pages of Fairfax Digital's two main websites, smh.com.au and theage.com.au, have been relaunched, producing a livelier and cleaner look, achieved largely by greater use of white space and illustrations. The relaunch, which took eight months to complete from the initial planning to the roll-out in early August, also ensures the pages load as speedily as possible. Fairfax Digital, which runs 30 interactive sites reaching more than 8 million visitors a month, said a key objective in the redesign of the home pages had been to emphasise the editorial strength of the two sites, in- cluding the quality of its columnists and its breaking news service. More support had also been given for the huge demand for multimedia by increasing the prominence of video, audio and photo galleries. Pippa Leary, Fairfax Digital's general manager -- media, said the company was constantly evolving smh.com.au and theage. com.au to meet the demand for more multi- media from its audiences. "The revamped home pages provide a more compelling environment in which advertisers can convey key messages to their increasingly sophisticated audiences," Domain goes regional