Torstar signs deal with Curiocity Group
Torstar of Toronto has formed an agreement with Calgary-based digital publisher Curiocity Group. According to the company, the deal is part of Torstar’s efforts to better meet the needs of advertisers seeking local content aimed at digital-first audiences. Under the terms of the agreement, Torstar will participate in Curiocity’s sales and marketing initiatives. It will also acquire a minority ownership stake in the firm. Curiocity operates local websites and social media pages in Toronto, Vancouver, Calgary, Edmonton and Seattle. Its websites and social media pages attract approximately 2.5 million readers daily, according to the company.
“We are excited to partner with a growth-focused, national online platform run by talented entrepreneurs,” said Geoff Wright, vice-president of content strategy and head of content partnerships at Torstar. “Curiocity’s social media-first strategy will strengthen Torstar’s position with millennial and Gen Z audiences and bolster its growing digital media portfolio.”