Toronto Star’s unique weekly edition brings in new revenue




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.

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