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Marketing Magazine - Daily Newshttp://www.marketingmag.ca/daily/20070301/national5.html1 of 55/14/07 1:30 AM
 
Thursday March 1, 2007
 
Toronto tabloid looks to go national
The
Toronto Special 
, a tabloid magazine that focuses on Canadian celebrities, pop cultureand politics, plans to go national with an April relaunch.Managing editor
Mike Tamburro
says the “Toronto” will be dropped from the publication’stitle for its April issue to give it more appeal to readers across the country. He says themagazine will also be distributed to additional markets in southern Ontario.The magazine initially debuted in 2002 as an insert in York University’s Glendon Collegestudent newspaper, the
Pro-Tem
. It was created by then-student
Rob Shaw
, who remainswith the publication as editor.The
Toronto Special 
has since gone through two stages of evolution—first becoming a freecommunity newspaper serving Toronto’s Parkdale area and then shifting to its currentidentity as an entertainment-focused tabloid. The current issue features a cover storysuggesting Sitara Hewitt, star of 
Little Mosque on the Prairie
, could be made a co-host of George Stroumboulopoulos on the CBC news show
The Hour 
, and a page-two story, quotingunnamed sources, about a member of the NDP in New Brunswick attending a wild drug andsex party on New Year’s Eve.
Midnight Media
, publisher of the
Special 
, claims the newsmagazine has over 15,000readers.According to Tamburro, the results of this latest shift have been encouraging for themagazine, which is still distributed for free in Toronto but also delivers to subscribers for asmall fee. “We started to focus more on Canadian celebrities and when we did that we started todiversify our audience. A lot of people outside of Toronto picked it up,” says Tamburro. “Andwe found that we got subscribers from the industry—people like Mike Myers and LorneMichaels are subscribers.” From an advertising perspective, Tamburro says his publication’s philosophy is to featureadvertisers that are “doing something new, something a little different.” He cites one of the
Toronto Special 
’s current advertisers, the auto-sharing company
Zipcar
, as an example.–
Matt Semansky 
Today's Daily News Headlines
Alliance Atlantis Slices into female demographicHawk Communications gets new ownersMedia Experts opens shop in VancouverHealthy U ads strive to put kids on the moveQuebecer web use doubles since 2000, but few shop onlineToronto tabloid looks to go national
 
 
Marketing Magazine - Daily Newshttp://www.marketingmag.ca/daily/20070301/national5.html2 of 55/14/07 1:30 AM
Location DateMaximum#Participants
TorontoMar. 28SOLD OUT!VancouverMar. 2650 (only 15 seats left)*MontrealMar. 2650 (only 20 seats left)
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Instructor: Paula Gignac, President, IAB Canada
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Cost: $500 (includes take-away booklet)Info/Registration:http://www.iabcanadaevents.com/course
Classified Advertisements:
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Senior Marketing Manager
The
Senior Marketing Manager for Future Shop is responsible for thedevelopment and implementation of integrated communication plans to deliver on the brand promise.
You will develop and manage the implementation of multi-channel
 
Marketing Magazine - Daily Newshttp://www.marketingmag.ca/daily/20070301/national5.html3 of 55/14/07 1:30 AM
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Strong conceptual thinker with at least 5 years of solid ad agency experiences. You haveexperience crafting "bon mots" for retail, event and product advertising, but are equallycomfortable writing for corporate clients who require newsletters, brochures and theoccasional advertorial type article. Although print media is your forte, radio experiencewould also be a great asset. Interested? Please forward your resume with at least 3 samplesof your work to jobs@thecollective.ca
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Meadwell is a full service advertising agency in need of a talented, enthusiastic andhard-working Account Executive to join our Client Service team. As Account Executive witha minimum of 3 years experience, youll need a thorough understanding of traditionaladvertising and new media mediums, and must be proficient in all Microsoft OfficePrograms.Your ability to multi-task, work under tight deadlines, solve unsolvable problems, give agreat creative pitch, excellent presentation skills and ability to bring new and innovativeideas to the projects you work on make you a star Account Executive.Email your resume tohr@meadwell.comwww.meadwell.com
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