|Metro Media Publishing, headed by ex Fairfax marketing director Anthony Catalano announced that it had expanded its reach and distribution with the launch of a second publication attacking rival publication, Fairfax's Melbourne Weekly.
Just two months after launching it first prestigious title The Weekly Review, is fast becoming the largest home-delivered lifestyle and real-estate publication, Metro Media, has successfully taken it's business model into Melbourne's affluent north-eastern suburbs.
The Weekly Review - Heidelberg and Diamond Valley edition will extend coverage through the affluent green belt suburbs, including Ivanhoe, Eaglemont, Eltham, Montmorency and Lower Plenty.
This means The Weekly Review will now be distributed to 220,000 homes and it will have an even greater reach through its digital editions available through www.theweeklyreview.com.au
"The Weekly Review is not a suburban newspaper. It is unashamedly an upmarket free home-delivered glossy magazine designed to give readers a genuine reason to seek it out each week while giving advertisers a premium environment to showcase their products and services," said Catalano.
Metro Media Publishing has again secured a unique partnership arrangement with the leading estate agents who have abandoned three local newspaper competitors to embrace a single publication featuring the largest showcase of property ever produced in the area. The first issue launching at 100 pages.
"Editorial content will be consistent across both publications giving national and retail advertisers access to a prestige environment home-delivered to the largest and most affluent audience in Victoria. While some local newspaper groups add the circulations of separate titles to produce large audience numbers only The Weekly Review provides one consistent editorial environment.
"At 220,000 home-delivered copies, The Weekly Review's direct delivery to mail boxes in the key AB demographic outstrips the home-delivery subscription of any edition of any daily newspaper in Victoria by more than 100,000 copies. By any standard that is a massive audience reach and the difference between The Weekly Review and traditional media is that we can tell you exactly who gets it,'' Catalano said
"Our circulation is targeted directly at the premium AB audience and the 220,000 circulation number is not subject to gains or falls as are paid newspapers or magazines. Nor is circulation artificially inflated by tens of thousands of copies that go into education facilities, which are declared as net paid sales rather than education sales," he said.
The launch of The Weekly Review in April posed an immediate threat to Fairfax, which subsequently revamped its own weekly glossy, The Melbourne Weekly, dropping the word "magazine" from its title and stating that it will offer bundled deals with The Age and domain.com.au to advertisers. Farifax also boosted the distribution of its title in Port Phillip area of Melbourne by 20,000 last month.
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