Home.co.uk announces hybrid publishing partnership with IPC Media's Ideal Home Magazine. 'Traditional Publishing' and 'Web 2.0', cross the divide to broaden their respective market shares in the property sector.
Traditional publishing is now experiencing change and upheaval as more and more people log on to the Internet to find what they need. Classified advertising has been one of the first cash cows to be relocated on the greener fields of the Web. In April 2005, media mogul, Rupert Murdoch indicated that his thoughts were turning online since he saw huge advertising revenues in this area, "The threat of losing print advertising dollars to online media is very real. In fact, its already happening, particularly in classifieds," Murdoch had said in a speech to newspaper editors. Towards this end News Corp has already invested $1.3 billion in online businesses including MySpace.com owner Intermix Media, gaming Web network IGN Entertainment, and online sports company Scout Media.
As a traditional user of print media advertising, the property sector is no exception. Internet property portals are more popular than ever as evidenced by a spate of huge cash acquisitions by the leading traditional publishing conglomerates such as News International [Propertyfinder.co.uk] and the Daily Mail Group [FindaProperty.co.uk and Primelocation.com].
Whilst the Internet has taken its toll on classified advertising in traditional print media such as Local and National Newspapers it has had little visible effect on the Special Interest Magazine sector. The UK's magazine market has had a 6.6% year-on-year rise in the number of copies actively purchased according to ABC figures released in August 2005. The women's home interest sector showed a year-on-year growth of 4.5 per cent.
Enlightened media companies are now beginning to realize that 'hybrid' publishing is the future, bridging the divide between traditional and Internet channels, and the property sector is no exception. Already leading the field online with its comprehensive property database and authoritative online guides, Home.co.uk has embraced the 'hybrid' concept and teamed up with the leading home interest publisher IPC Media (part of the world's largest media organization TimeWarner) to broaden each party's respective reach in the new media mix.
As the leading Web 2.0 innovators in the property sector, Home.co.uk has opened a whole new channel of communication by which resources can be exchanged with its new strategic partner to the benefit its online users. At first, the new venture with traditional magazine publishing giant IPC Media, will be focused on traffic-sharing and other cross-promotional activities.
For instance, by teaming up with iconic market leaders Ideal Home magazine, Home.co.uk has negotiated great deals on subscriptions and access to lots of great home improvement ideas. This complimentary alliance will bring Ideal Home readers better access to Property News, Guides, practical help and access to Britain's most comprehensive UK property search.
The cashless deal will help leverage both brands through exposure to over 0.5 million consumers every month.
"Through listening to our customers we found that there was significant demand for Ideal Home type content. The synergies we are developing with IPC Media will bring great benefits to both our businesses and enrich the experience of their readers and our users. It's a relationship that we know will grow and grow" commented Doug Shephard, Home.co.uk's Business Development Director after the deal was launched.
Both partners see this as just the beginning of a strategic relationship, which will develop brand association and promote synergies in the evolving new media mix, benefiting both Home.co.uk and IPC Media.
Home.co.uk was established in 1995 with the aim of building a comprehensive database of UK residential properties advertised for sale on the Internet at any one time. The Home.co.uk Search Index presently links to around 400,000 properties, for sale in England, Wales and Scotland, advertised on the major portals such as Propertyfinder.co.uk, FindaProperty.co.uk, Rightmove.co.uk and many smaller sites. This figure is always increasing as more online properties are added to the Home.co.uk Property Search Index.
Tel.: +44 (0)8701 624 936 Fax: +44 (0)8701 624 936
Website: www.home.co.uk Email: firstname.lastname@example.org
About IPC Media:
IPC Media is the UK's leading consumer magazine publisher, with a large portfolio of brands, selling over 350 million copies each year. Their magazines reach over 70% of UK women and 50% of UK men - that's over 28 million UK adults.
With more than 150 years of publishing heritage, IPC's diverse portfolio offers something for everyone. What's on TV, Now, Marie Claire, In Style, Woman & Home, Ideal Home, Loaded, Nuts, NME, Wallpaper*, Country Life, The Field, Rugby World, Practical Boat Owner, Pick Me Up, and their latest title - TV easy.
Their partnerships and licensing arrangements make them a truly international business.
IPC is owned by Time Inc., the publishing division of Time Warner, the world's largest media organisation. Our business is split into six distinct publishing divisions: IPC Connect, IPC SouthBank, IPC tx, IPC ignite!, IPC Country & Leisure Media and The Wallpaper* Group. Alongside these is Marketforce,, the UK's leading magazine distribution business.
Notes for EditorsOver the last 22 years, Home.co.uk has become established as a dynamic, innovative and ethical service. By providing the UK's most comprehensive Property Search and Estate Agents directory coupled with detailed House Price analysis, Home.co.uk delivers the real power of the Internet to inform and empower estate agents, homebuyers, renters, landlords and sellers in across the UK.
Phone: 0845 373 3580
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