Toronto Star readies redesign
By Adnews Staff
The Toronto Star has begun what it describes as “a series of major editorial and advertising initiatives in response to a rapidly evolving media landscape.” The visual redesign will include larger print and more white space. The editorial changes will include more local news in the first section of the paper, a new section called World & Comment and a new Living section for lifestyle stories. These changes will debut on May 28, as will a modified website. In August, the newspaper will move to a narrower page width. The paper has also announced that it intends to change the way in which it sells advertising. The new sales model will be based on standardized advertising units, with pricing based on each section’s readership and demographics. “We intend to become better partners for our advertisers,” said publisher Jagoda Pike. “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 our advertisers. 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.”