Newspapers and Property Promotion

national | arts and media | opinion/analysis Monday September 13, 2004 22:37 by Michael Hennigan - Finfacts.com finfacts at finfacts dot ie 087 2474328

Some objectivity in car reviews but none in house reviews

It is strange that while it is often said that the purchase of a house is the biggest decision which most people have to make, newspapers make no claims that property reviews are objective. Nevertheless, they are presented under journalists' bylines, sometimes following a site visit, but the resultant copy does not differ from what an estate agent would produce.

Car reviews are more objective generally than house reviews but motor manufacturers can provide lavish corporate junkets and it is hardly a surprise that the marketing spend can pay dividends.

In last Sunday's Property Supplement in the Sunday Tribune, there is a Waste Management feature which is labelled 'Commercial Feature' contaiing 'Company Profile' pieces that are clearly brochure copy. Property features are treated no differently to the Iraq War for example.

The front page article on a cottage in Laragh, Co. Wicklow selling for €900,000, is full of superlatives including comments from the owner. It begins:'With its magical aura...' and concludes with :'My 'big' entertaining room where I've often seated 20 for dinner is full of light.....'

In between, the owner Clodagh Duff gives no reason as to why such a jewel is on the market. Of course, the point of it all isn't to provide the punter with too much information!