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Thursday March 1, 2007

Toronto tabloid looks to go national

The Toronto Special, a tabloid magazine that focuses on Canadian celebrities, pop culture
and politics, plans to go national with an April relaunch.

Managing editor Mike Tamburro says the “Toronto” will be dropped from the publication’s
title for its April issue to give it more appeal to readers across the country. He says the
magazine will also be distributed to additional markets in southern Ontario.

The magazine initially debuted in 2002 as an insert in York University’s Glendon College
student newspaper, the Pro-Tem. It was created by then-student Rob Shaw, who remains
with the publication as editor.

The Toronto Special has since gone through two stages of evolution—first becoming a free
community newspaper serving Toronto’s Parkdale area and then shifting to its current
identity as an entertainment-focused tabloid. The current issue features a cover story
suggesting 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, quoting
unnamed sources, about a member of the NDP in New Brunswick attending a wild drug and
sex party on New Year’s Eve.

Midnight Media, publisher of the Special, claims the newsmagazine has over 15,000
readers.

According to Tamburro, the results of this latest shift have been encouraging for the
magazine, which is still distributed for free in Toronto but also delivers to subscribers for a
small fee.

“We started to focus more on Canadian celebrities and when we did that we started to
diversify our audience. A lot of people outside of Toronto picked it up,” says Tamburro. “And
we found that we got subscribers from the industry—people like Mike Myers and Lorne
Michaels are subscribers.”

From an advertising perspective, Tamburro says his publication’s philosophy is to feature

advertisers 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 demographic

Hawk Communications gets new owners
Media Experts opens shop in Vancouver
Healthy U ads strive to put kids on the move
Quebecer web use doubles since 2000, but few shop online
Toronto tabloid looks to go national

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Classified Advertisements:
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Classified Advertisements:
The following are paid classified advertisements. For booking information please call Jennifer
Micallef at 416-764-1575, or by email at classifieds@marketingmag.ca

Senior Marketing Manager

The Senior Marketing Manager for Future Shop is responsible for the
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integrated campaign planning. You will lead the development and execution of marketing
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Intermediate Full Time & Freelance Writers needed

Strong conceptual thinker with at least 5 years of solid ad agency experiences. You have
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Meadwell is a full service advertising agency in need of a talented, enthusiastic and

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Email your resume to hr@meadwell.com

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INTERMEDIATE WEB DESIGNER

Toronto, Ontario

70 Main Street Design & Communications is looking for an intermediate web designer who
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Design school graduate, minimum 3 years experience working on recognized brands

High proficiency in Flash, including video integration (experience with database
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Seasoned graphic design skills with the proven ability to create design concepts
Photoshop, Illustrator, HTML and web coding knowledge, on Mac OSX platform
Respect and enthusiasm for typography
Must thrive in a fast-paced environment

Please send your resume and link to your online portfolio to careers@70mainstreet.com.

ART DIRECTOR AND COPYWRITER

Youthography, North America's leading full-service youth marketing agency, is seeking two
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We're looking for an Art Director and a Copywriter with at least five years in the biz. Yes, the
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Please email your CV and portfolio to creative@youthography.com.

SALES ASSISTANT/ JUNIOR SALES

REPRESENTATIVE WANTED

Sound Source Networks, Canada's leading radio network company, is looking for a motivated
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Responsibilities include, preparing client reports, developing leads, processing sales orders
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Qualifications include a minimum 1-2 years experience in broadcast media, preferably radio,
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Thank you for your interest. Only candidates selected for an interview will be contacted.

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Digital Cement is a relationship management firm with operations headquartered in Toronto

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Associate Marketing Planner/Account Supervisor

Marketing Planner/Account Director
Marketing Project Managers
Program Coordinators
Data Manager

All interested applicants may visit www.digitalcement.com to view our job descriptions and
to complete an online applicant profile.

Marketing Coordinator (Contract)-Pyrex, Baker's

Secret, Revere

World Kitchen is a global leader in the manufacture and distribution of consumer

Housewares. Our well known brands include Corelle®, CorningWare®, Pyrex®, Revere
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Located in Niagara Falls, this full-time contract position reports to a Trade Marketing
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Successful candidate should have 3 yrs sales or marketing experience. Excellent

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Apply online at www.worldkitchen.com careers section or to HR at

turnbulla@worldkitchen.com by March 2nd.

News Editor: Published by:

David Brown (416) 764-1595 The Marketing Group
davidj.brown@marketingmag.rogers.com

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