Title magazine mediakit 2014 (aug)

MAGAZINE | APARTMENT & TOWNHOUSE LIVING

MEDIA KIT 2014

APARTMENT & TOWNHOUSE LIVING

RENOVATION RESCUE

VERTICAL VILLAGE IDIOTS

BIG IDEAS FOR SMALL SPACES LOCK-UP & LEAVE: EIGHT PAGES

OF HOLIDAYS

The Anatomy of a

HIGHRISE

THE MAGAZINE

THE MAGAZINE | 02

Title magazine has been created for this massive sector of the population that has been ignored to a great extent by marketers and retailers.

Working with the top 20 strata and building managers in the country, we will deliver Title — free and by invitation only—initially to 30,000 prestige apartments and townhouses in Sydney and Melbourne.’

Title is a VIBRANT, ASPIRATIONAL MAGAZINE that recognizes strata living is a positive choice for many people.

That’s why we will offer articles on interior design, lifestyle, gardening, food & wine, technology, kitchen gadgets, home office gear, travel, motoring, & entertainment — all with an apartment or town-house living twist.

Title’s Editor In Chief Jimmy Thomson is a journalist, author, TV scriptwriter and for 10 years has written the Flat Chat apartment living advice column in the Domain section of the Sydney Morning Herald and, more recently, the Age in Melbourne.

Jimmy co-wrote the book Apartment Living, described by one critic as “the Lonely Planet for flat dwellers”, and is frequently consulted on strata issues at the highest level. He also has a passion for travel, television, photography, film and books - all of which have taken his by-line to a wide variety of publications both here and overseas.

APARTMENT & TOWNHOUSE LIVING

RENOVATION RESCUE

VERTICAL VILLAGE IDIOTS

BIG IDEAS FOR SMALL SPACES LOCK-UP & LEAVE: EIGHT PAGES

OF HOLIDAYS

The Anatomy of a

HIGHRISE


CHALLENGE & OPPORTUNITY

CHALLENGE & OPPORTUNITY | 03

The


Challenge OpportunityThe

Right now, more than 600,000 people in Sydney live in apartments or townhouses. • In 10 years, half the population of NSW will live in some

form of strata, while apartment development in Melbourne are leading the way for the whole country.

• Strata apartments are the first choice for the vast majority of first-time home buyers.

• Townhouses are the fastest-growing housing sector among young families and retirees.

• Empty-nesters are flocking to strata apartments and town-houses in greater numbers than ever before.

• More than ever, strata living is a positive lifestyle choice rather than a last resort. It’s more than a demographic, it’s a social revolution.

• It’s also a largely untapped market...

Think about apartment blocks— one entrance to dozens, possibly hundreds of homes. Now ask yourself, why do people choose apartment living? Our surveys show it’s for security, location, convenience and shared costs of maintenance. All of which feed directly into lifestyle.

• Security means they can lock up and leave for long holidays or weekend breaks whenever they want.

• Convenience means rethinking the kind of furniture and equipment in their home.

• Location means they are more likely to be plugged in to modern city living.

• Lack of home maintenance means they have lots of leisure time to spend doing the things they love.

OUR READERS

OUR READERS | 04

Title Magazine will reach prestige developments in the major urban centres - specifically lifestyle developments with professional strata managers, building managers and even concierges. Our readership will trend towards high levels of young professionals, empty nesters, DINKS (double income no kids) and singles.

Young PROFESSIONALSThe last major survey of Australian urban apartment dwellers revealed that young professionals accounted for approximately 25% of residents surveyed. They were relatively affluent, likely to be employed full-time in the professional or to a lesser extent managerial positions, and were more likely to be living either alone or as unmarried couples. They were attracted to the location and dwelling type primarily for the lifestyle. They were an active, engaged population often involved in gym and exercise groups, nightclubbing, socialising with friends and going to the cinema and theatre.

Empty NESTERS Empty nesters accounted for approximately 10 - 12% of the survey. They were likely to be middle-aged adults (46 – 60 years), living in couple-only households. They were generally very affluent, owned their own homes, and tended to have both household members working in managerial and professional occupations. They were socially involved in cultural pursuits and physically active, often owning and using a bicycle recreationally. Both of these groups tended to be over-represented in areas with prestige apartment buildings.


OUR READERS

OUR READERS | 05

Where do they LIVE? Our target readership lives in the best buildings in Sydney - the Altair, Elan, Gazebo, Encore, Horizon, Observatory, the Residence, The Hyde, the Connaught and the Lumiere - as well as in huge lifestyle developments such as Breakfast Point and Jacksons Landing. In Melbourne, our target readers can be found in The Fairlie, The Mercy, The Clarendon, The Royal Domain, and The Melburnian as well as all across areas like South Yarra and Docklands.

Title’s distribution into buildings has been negotiated through our relationship with the Owners Corporation Network and the top strata managers in Sydney and Melbourne. While 50 percent of apartment residents in NSW are tenants, the buildings we will focus on will tend to have much higher proportions of owner-occupiers and the tenants they do have will be in the AB demographics themselves.

The FACTS FIGURESAccording to the last major survey of apartment residents in Australia, inner city apartment residents tended to be younger than the underlying population with just over half of them young adults aged 20 - 35 years.

However, prestige apartment blocks showed a high proportion, 35 percent, of middle aged adults (aged 46 - 60 years) while older suburbs had almost 23 percent of apartment residents aged over 60 years.

More than 45 percent of apartment residents were singles compared to less than 25 percent of the general population. Despite having a high proportion of students, apartment residents tended to earn higher incomes than the underlying population and most of them were in work with just under 3% saying “home duties” were their employment status.


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CONTACT DETAILS

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EditorJimmy [email protected] 426 642

National Sales ManagerMarni Groves [email protected] 0412 255 150


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Title magazine mediakit 2014 (aug)