Toronto Star to switch to modular ad sales in January
The Toronto Star will introduce its new modular system of selling advertising space on Jan. 1, 2008. From that date, ads will be sold according to standard-sized proportions. The newspaper announced its intention to abandon traditional line-based pricing in May. In addition, the new system will use individual rate cards for each section of the paper rather than using one rate based on mass readership. According to the paper, the new system will make the ad-buying process simpler and more consistent, as well as improving the clarity of the page. "The benefits will be immediate," said Wayne Clifton, vice-president of advertising at the Star. "The new model will offer a significant opportunity to advertisers to target their message and products through the many sections published in the Toronto Star."