Ten years ago the Irish Times' Thursday property supplement typically 
comprised 60 pages — mostly of advertising at €10,000 to €15,000 per page and 
puff pieces on expensive properties.
We first published this article in 2006 when 
property porn was at its height in Ireland:
Global Survey 2006: Cost of comparable house in Dublin, Ireland, could buy 9 in 
Houston, Texas, 3 in Amsterdam, 2 in Sydney and Tokyo
In 2005, the Collins English Dictionary defined property porn as "a genre of 
escapist TV programmes, magazine features, etc showing desirable properties for 
sale, especially those in idyllic locations, or in need of renovation, or both."
Ever seen the nauseating 'Lifestyles of the Rich and Famous' American 
television series that ended each episode with the grovelling host using the 
catch phrase "champagne wishes and caviar dreams"?
Ten years later after bubble and bust, The Irish Times newspaper is back in 
full flight with fawning editorial on expensive properties.
Today 
the main feature is titled 'Riverdance duo’s 
Howth home for €9.5m' with a strapline 'Moya Doherty and John 
McColgan, are downsizing. Their 9,000sq ft home is on the market (picture 
above).
Madeleine Lyons, property editor and special reports 
editor of The Irish 
Times, writes:
What’s prophetic is that the site they chose was one of the finest in the 
capital, and has only been enhanced since. This is reflected in the €9.5 million 
minimum asking price through Ganly Walters. Danes Hollow will be one of the best 
properties to come on the market in Dublin this year.
With further elegant homes in London, Manhattan and Martha’s Vineyard, Danes 
Hollow might be just another part of the couple’s portfolio, but it has that 
something special.
As the agent puts it: “Whoever buys this property doesn’t even know that they 
want it. It’s when they see it for the first time that they will know.”
What is part of the property porn genre is the 
bullshit or exaggerated lexicon of the property industry: so the 
couple of course have "elegant homes in London, Manhattan and Martha’s Vineyard" 
but because a place is expensive doesn't mean its elegant!
Property porn typically gives a reason why the property is put on the market 
and in the past The Irish Times has used "downsizing' as a reason when in fact 
the vendors were trying to settle bank claims — I'm not suggesting that this is 
relevant is this case but the fact is that the content is advertorial not 
objective information. 
There are other properties of the rich/ well off that
are featured today. Note again the bullshit lexicon 
used by the freelance writers. 
Fishing rights and island included in Co Cork for €3.5m — A sensitive 
renovation and makeover, costing €2 million, makes this Georgian gem, on the 
banks of the Blackwater in Fermoy, one of the best of its type in Ireland
Modern drama with rural charm for €2.8m — This Co Meath house near Collon has 
been tastefully rebuilt and offers plenty of period features, while the 
extensive grounds are perfect if you – or your horse – like a bit of space
Edwardian elegance in Killiney for €2.8m — Extended in 1990, Steeplewood is a 
detached period house on beautiful gardens
Smart mix of old and new in Dalkey for €1.95m — Spacious home on Sorrento 
Road has new enclosed patio area at front of house
Donnybrook five-bed with oodles of potential for €1.4m — Bring your architect 
with you when you go along to view this one
Show-stopping gardens and seclusion on Sorrento Road for €1.35m — Secluded 
three-bedroom property with gardens as outstanding feature
A redesigned upside-down mews in Ballsbridge for €950,000 — Delightful town 
garden with giant ferns and evergreens, raised patio and spot lighting