Comprehensive changes to drive readership, better serve Advertisers and
strengthen Star's leadership position
TORONTO, May 2 /CNW/ - The Toronto Star announced today it is launching a
series of major editorial and advertising initiatives in response to a rapidly
evolving media landscape. "As the most read newspaper in Canada, we are
incorporating some of the best thinking from around the globe and continuing
to take a leadership role in shaping the future of Canadian media," Publisher
Jagoda Pike said.
"The changes we are announcing today are focused on better meeting the
needs of our readers and advertisers in print and rapidly accelerating our
growth in digital media," Pike said.
The first of these changes will be the launch of a new Toronto Star on
Monday, May 28. The new paper will be easier to read, easier to handle and
filled with the excellent and engaging content readers have come to expect
from the Toronto Star. "Editorially, this means that we intend to put Toronto
and the GTA first in our coverage," Pike said.
Chief among the editorial changes:
- Enhanced local news coverage, which is the content most important to
our readers, will now appear in the first section of the newspaper.
- To make the Toronto Star more readable, the size of the print used in
news stories will increase and more spacing will be added between
- A new World & Comment section will be published Monday through
- A new daily and weekend Living section that includes all of the
Toronto Star's hallmark lifestyle coverage, plus a number of exciting
With the new look will come a more convenient size starting in August, as
the Toronto Star's six presses are converted one by one to the new format. The
conversion will be completed by early October. The width of the newspaper page
will be reduced. The depth of each page will remain the same. With this move,
the Toronto Star becomes the first major metropolitan newspaper in North
America to move to a 46" web width. "This multi-million dollar project will
allow us to offer a size friendlier to our readers and the environment, as we
will reduce our consumption of newsprint," Pike said.
The changes will also affect how advertising is sold, to improve value
"We intend to become better partners for our advertisers," Pike said.
"For generations virtually all newspaper advertising has been sold by the line
with pricing based on mass readership. We think this is unnecessarily
complicated and does not reflect the value and array of options we can offer
The Toronto Star's new sales model combines the simplicity of sales by
modular or standard advertising units and the flexibility of pricing based on
each section's readership and demographics.
"Large metropolitan newspapers have long been recognized as effective
mass reach vehicles by advertisers. Early in 2008, we will lead the industry
by adding a significant opportunity for our advertisers, offering the ability
to target their messages through the efficient use of the many sections that
we publish each day and week," Pike said.
"As the most read publication in Canada, it is timely and appropriate
that the Star should use its leadership position to build even stronger
relationships with readers and advertisers," Pike said.
A hallmark of the relaunch is the Toronto Star's commitment to digital
Yesterday, Star Media Group announced the launch of wheels.ca, a new
comprehensive automotive vertical. In January, a vastly improved version of
thestar.com was launched. On May 28, thestar.com will experience additional
significant improvements. Most notable will be an improved home page that
reflects more of the Star's content, including all of the newly improved
sections of the Toronto Star as well as more prominent use of photo galleries
"Our site is already the leader in providing in-depth and breaking news
online in Ontario," Pike said. "With the additional planned improvements, we
expect to create a site that stands out as a great reference to return to many
times a day."
"Our goal is to solidly establish the Toronto Star as one of the world's
greatest metropolitan news and information media companies through thought
leadership, editorial excellence and innovation. With the coming changes, we
are well on our way," Pike said.
About Star Media Group
The Toronto Star, founded in 1892, is read in print and online
(thestar.com) by 2.9 million readers every week. In addition, Star Media Group
includes Toronto.com, Torstar Syndication Services, Shop TV, Eye Weekly, Sway
Magazine, Real Estate News, Desi Life and The Canadian Immigrant. Star Media
Group also includes the jointly owned Metro free daily newspapers in Toronto,
Ottawa, Vancouver, Calgary and Edmonton, the Chinese language newspaper Sing
Tao, and LiveDeal.ca. Star Media Group is a division of Toronto Star
Newspapers Limited, which is a subsidiary of Torstar Corporation.
For further information:
For further information: Chris Winsor, (416) 869-4280, (416) 970-8739