DEVELOPERS BLOWING budgets on fancy websites, expensive brochures and even high-tech podcasts is nothing new but hats off to Owenass Developments in Portlaoise who have published a 20-page magazine entirely devoted to the merits of its Esker Hills housing scheme. Surely a first.

Urban Life magazine is hot off the press and a staggering 200,000 are being distributed to homes in Dublin, Naas and Kildare. The majority of houses at Esker Hills were sold to Dubliners who are now commuting to work.

The magazine includes "articles" about the residential market (it's a buyers' market don't ya know), property prices in Portlaoise (much more affordable than Kildare, Meath and Dublin) and a run down on amenities on offer in the Co Laois town (schools, rail and sport). There are lots of glossy pictures of happy families, beautiful children planting trees and lovely lifestyle interiors.

The print and distribution costs came to €60,000, according to Lesley Byrne from Owenass. Not bad for an innovative direct marketing campaign. The developer says that there are only 20 houses and apartments left to sell at the 600-odd unit scheme. Prices start at €225,000 for three-bed houses. Ten out of 10 for effort.