TORSTAR ADDS WAYMORESPORTS TO WEB
By Adnews Staff
Torstar Media Group has added to its Web-based media properties with yesterday's launch of Waymoresports.com. The new sports Web site is being promoted with a $5 million advertising campaign breaking today across various Torstar properties. Print ads will appear in 15 daily and community newspapers in Ontario including The Toronto Star, Hamilton Spectator, Kitchener-Waterloo Record, Cambridge-Reporter, Guelph Mercury and the Metroland newspapers. Ads in The Star will display the tagline 'The best of Star sports plus way more online." Print ads in the other newspapers use the tagline "The best of sports plus way more online." Advertising also includes banner ads on Torstar Media Group's online properties such as toronto.com, workopolis.com and Cooleh.com. Waymoresports.com is primarily targeting men 18- to 34-years-old said Terry Caddo, marketing director for Electronic Media at Torstar. The secondary target market consists of a slightly older group as well as women. Radio spots are expected to break in early March. Advertising for Waymoresports.com is being handled in-house. Public relations are being handled by Courtney Public Relations of Toronto.