“It’s also important to think about what competitive advantage you actually bring into any new initiative.”
“The diversity of content has truly been way more expansive than what we thought.”
“We try to give a lot of thought of what we can do that isn’t easily replicated.”
MediaVice President of Consumer Marketing and Strategy at the Toronto Star, Sandy MacLeod, discusses the Toronto Star's special Weekly Edition, which provides an extensive look into one story.
Speaker InfoSandy MacLeod is the Vice President of Consumer Marketing and Strategy at Toronto Star. He serves on ASC’s Executive Committee and was recently elected Vice Chair. In his current role at Toronto Star, MacLeod touches many aspects of Star Media Group businesses, with a special focus on strategy development, marketing, circulation, philanthropy and communication. Prior to this role, he held senior Toronto Star positions in Logistics, Human Resources and Production. Previously, he worked with major newspaper companies in a number of cities across Canada.
Toronto Star is offering a new weekly edition, which gives readers a deeper look into a single story.
Sandy MacLeod, vice president of consumer marketing and strategy at the Toronto Star in Canada, said that the new initiative, which was launched late last fall, is simple for readers.
He said the weekly edition is one story and one dollar. Using content from the Toronto Star’s newsroom, the new initiative has many possibilities for stories.
“The diversity of content has truly been way more expansive than what we thought,” he said.
Though one of the hardest parts of launching the new initiative is getting readers to understand what the new product actually is, MacLeod said that it is one of a kind.
“We try to give a lot of thought of what we can do that isn’t easily replicated,” he said.
He said that the outlook for the business model is a positive one.
“Profit margin is virtually 100 percent,” he said.