Star Metro brand officially hits the streets
10 APRIL 2018
Today marks the official launch of the new re-branded StarMetro publications in five Canadian cities - Vancouver, Toronto, Halifax, Calgary, and Edmonton.
Torstar Corp. announced the major national expansion last week. As part of the re-brand, the company will add 20 journalists as it reinvents its Metro commuter newspapers and strengthens its digital news presence.
Toronto Star brand to expand nationally
Thestar.com will strengthen digital presence in cities served by Metro papers.
Thestar.com will significantly expand its digital presence in the five cities served by the Metro papers, offering tailored local and regional news to readers in each of the markets, along with investigations, columns and national and international news.
Michael Cooke, Editor of the Star, said Torstar is doing “what few publishers are doing these days” — increasing the number of reporters and enhancing coverage in some of Canada’s most dynamic cities.
==========
By Star staff
Mon., April 2, 2018
Torstar Corp. is launching a major national expansion, adding 20 journalists as it reinvents its Metro commuter newspapers and strengthens its digital news presence in five of the largest cities in Canada.
“It’s always a better day when news operators are adding journalists and expanding the choices available to Canadians,” said Ed Greenspon, chief executive officer of Public Policy Forum, an independent, non-profit Canadian think-tank.
“Torstar obviously sees an opportunity to take its Atkinson Principles beyond Toronto in a digital world that favours audience scale and content definition.”
Effective Tuesday, April 10, Torstar’s free Metro daily newspapers will be rebranded as StarMetro Vancouver, StarMetro Calgary, StarMetro Edmonton, StarMetro Toronto and StarMetro Halifax.
Thestar.com will significantly expand its digital presence in the five cities served by the Metro papers, offering tailored local and regional news to readers in each of the markets, along with investigations, columns and national and international news.
The content will build on the award-winning journalism of the Toronto Star and thestar.com, which adhere to the Atkinson Principles, named after longtime publisher Joseph E. Atkinson, who believed that a progressive newspaper should contribute to the advancement of social justice.
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The investment more than doubles the number of Metro journalists at a time when news organizations are retrenching across North America.
“Torstar is investing in journalism,” said John Boynton, president and chief executive officer of Torstar.
Boynton said Torstar research shows that there is a large appetite in Western Canada and the Maritimes for a progressive voice in news, which matches the Star’s history of championing progressive social issues and in-depth investigations.
“It’s not a niche alternative — a large percentage of the population is looking for it,” said Boynton. “It brings an alternative, very credible, progressive news source into those cities, so people have more choice.”
The change is part of a fundamental transformation by Torstar, Boynton pointed out.
“Geography no longer is a barrier, especially in the digital world,” Boynton said. “There is no reason why we can’t do what we do in Toronto, and do a great job of it, everywhere else in the country,” both in big cities and in smaller communities, Boynton said.
Michael Cooke, Editor of the Star, said Torstar is doing “what few publishers are doing these days” — increasing the number of reporters and enhancing coverage in some of Canada’s most dynamic cities.
“We know that local news is more important than ever, as citizens look to reporters working for reliable and trusted news organizations to hold governments, politicians, businesses and public institutions accountable in local markets,” Cooke said.
Torstar president and CEO John Boynton, left, says the company hopes to bring local news and investigative journalism to readers in a variety of formats. Cathrin Bradbury, Metro’s editor-in-chief, says “readers across Canada will get to see the news through the eyes of their own city.”
Torstar president and CEO John Boynton, left, says the company hopes to bring local news and investigative journalism to readers in a variety of formats. Cathrin Bradbury, Metro’s editor-in-chief, says “readers across Canada will get to see the news through the eyes of their own city.” (TORONTO STAR FILE PHOTOS)
Investigations will play a large role in the expanded coverage in the cities served by StarMetro publications, said Cathrin Bradbury, editor-in-chief and vice-president, Star Metro National.
“First and foremost, readers across Canada will get to see the news through the eyes of their own city, from Vancouver to Halifax,” Bradbury said.
“And we are really focusing on the kinds of stories that readers across the country have told us they most want, which is investigations that matter and change the course of the cities they live in. Other media outlets are retrenching and we’re marching in with 20 new hires. We’re marching in with a kind of brave, optimistic, roll-up-our-sleeves journalism that is going to make change.”
John Honderich, chair of Torstar Corp., said: “This move represents the first major building block in Torstar’s transformation plan.
“We have built up the Metro franchise across Canada for more than 15 years and are excited now to see the new Star Metro brand emerge.”
April Lindgren, an associate professor of journalism at Ryerson University, who along with University of British Columbia researcher Jon Corbett has been tracking changes to Canada’s local media since 2008, said the expansion is welcome.
As of March, Lindgren said, more than 244 media organizations across 181 communities had closed over a 10-year period. Of those 244 organizations, 213 were newspapers.
“It’s refreshing to see any improvement being made to actual boots-on-the-ground journalism,” she said.
Lindgren believes the investment in Metro could result in an increase in service to people in the communities being served if it leads to more robust, in-depth coverage of issues.
“I need to see how it’s going to play out,” she said. “The advent of some more competition is, on paper, good for people who live there.”
Corbett, an associate professor at UBC, believes the expansion could help bring attention to issues across Canada.
“Out west, we can seem inconsequential to Ontario or other provinces,” Corbett said. “I think if we could have a digital-based, left-leaning daily that deals with local issues that are important to British Columbia, that will be a good thing.
“Having more variety and a greater breadth of coverage, which is not only locally relevant but nationally relevant, will be beneficial for us.”
Torstar will launch an extensive marketing and promotional campaign aimed at readers and advertisers across the country to raise awareness of the national expansion.
Torstar businesses include the Toronto Star, Canada’s largest daily newspaper; six regional daily newspapers in Ontario, including the Hamilton Spectator; and more than 80 weekly community newspapers in Ontario.
Torstar also holds a majority interest in VerticalScope, a vertically focused North American digital media company.
With files from Fatima Syed
10 APRIL 2018
Today marks the official launch of the new re-branded StarMetro publications in five Canadian cities - Vancouver, Toronto, Halifax, Calgary, and Edmonton.
Torstar Corp. announced the major national expansion last week. As part of the re-brand, the company will add 20 journalists as it reinvents its Metro commuter newspapers and strengthens its digital news presence.
Toronto Star brand to expand nationally
Thestar.com will strengthen digital presence in cities served by Metro papers.
Thestar.com will significantly expand its digital presence in the five cities served by the Metro papers, offering tailored local and regional news to readers in each of the markets, along with investigations, columns and national and international news.
Michael Cooke, Editor of the Star, said Torstar is doing “what few publishers are doing these days” — increasing the number of reporters and enhancing coverage in some of Canada’s most dynamic cities.
==========
By Star staff
Mon., April 2, 2018
Torstar Corp. is launching a major national expansion, adding 20 journalists as it reinvents its Metro commuter newspapers and strengthens its digital news presence in five of the largest cities in Canada.
“It’s always a better day when news operators are adding journalists and expanding the choices available to Canadians,” said Ed Greenspon, chief executive officer of Public Policy Forum, an independent, non-profit Canadian think-tank.
“Torstar obviously sees an opportunity to take its Atkinson Principles beyond Toronto in a digital world that favours audience scale and content definition.”
Effective Tuesday, April 10, Torstar’s free Metro daily newspapers will be rebranded as StarMetro Vancouver, StarMetro Calgary, StarMetro Edmonton, StarMetro Toronto and StarMetro Halifax.
Thestar.com will significantly expand its digital presence in the five cities served by the Metro papers, offering tailored local and regional news to readers in each of the markets, along with investigations, columns and national and international news.
The content will build on the award-winning journalism of the Toronto Star and thestar.com, which adhere to the Atkinson Principles, named after longtime publisher Joseph E. Atkinson, who believed that a progressive newspaper should contribute to the advancement of social justice.
You might be interested in
U.S. President Donald Trump is flanked by Vice-President Mike Pence, left, and National Security Adviser John Bolton as he meets with senior military leaders at the White House in Washington, April 9. While speaking to reporters at the meeting, Trump criticized the FBI raid on the office of his longtime personal attorney, Michael Cohen.
Minute by minute from a stormy day in Trump’s Washington
Fiera Foods, an industrial bakery in North York, said its internal audits led to a series of “improvements,” including the creation of a confidential, third-party hotline for workers to “raise questions or voice concerns at any time.”
Factory in undercover Star investigation faces CRA scrutiny
Toronto police on horseback were out in Scarborough on Tuesday morning to look for a missing 6-year-old.
Questions remain as missing 6-year-old Scarborough girl found 15 km away
The investment more than doubles the number of Metro journalists at a time when news organizations are retrenching across North America.
“Torstar is investing in journalism,” said John Boynton, president and chief executive officer of Torstar.
Boynton said Torstar research shows that there is a large appetite in Western Canada and the Maritimes for a progressive voice in news, which matches the Star’s history of championing progressive social issues and in-depth investigations.
“It’s not a niche alternative — a large percentage of the population is looking for it,” said Boynton. “It brings an alternative, very credible, progressive news source into those cities, so people have more choice.”
The change is part of a fundamental transformation by Torstar, Boynton pointed out.
“Geography no longer is a barrier, especially in the digital world,” Boynton said. “There is no reason why we can’t do what we do in Toronto, and do a great job of it, everywhere else in the country,” both in big cities and in smaller communities, Boynton said.
Michael Cooke, Editor of the Star, said Torstar is doing “what few publishers are doing these days” — increasing the number of reporters and enhancing coverage in some of Canada’s most dynamic cities.
“We know that local news is more important than ever, as citizens look to reporters working for reliable and trusted news organizations to hold governments, politicians, businesses and public institutions accountable in local markets,” Cooke said.
Torstar president and CEO John Boynton, left, says the company hopes to bring local news and investigative journalism to readers in a variety of formats. Cathrin Bradbury, Metro’s editor-in-chief, says “readers across Canada will get to see the news through the eyes of their own city.”
Torstar president and CEO John Boynton, left, says the company hopes to bring local news and investigative journalism to readers in a variety of formats. Cathrin Bradbury, Metro’s editor-in-chief, says “readers across Canada will get to see the news through the eyes of their own city.” (TORONTO STAR FILE PHOTOS)
Investigations will play a large role in the expanded coverage in the cities served by StarMetro publications, said Cathrin Bradbury, editor-in-chief and vice-president, Star Metro National.
“First and foremost, readers across Canada will get to see the news through the eyes of their own city, from Vancouver to Halifax,” Bradbury said.
“And we are really focusing on the kinds of stories that readers across the country have told us they most want, which is investigations that matter and change the course of the cities they live in. Other media outlets are retrenching and we’re marching in with 20 new hires. We’re marching in with a kind of brave, optimistic, roll-up-our-sleeves journalism that is going to make change.”
John Honderich, chair of Torstar Corp., said: “This move represents the first major building block in Torstar’s transformation plan.
“We have built up the Metro franchise across Canada for more than 15 years and are excited now to see the new Star Metro brand emerge.”
April Lindgren, an associate professor of journalism at Ryerson University, who along with University of British Columbia researcher Jon Corbett has been tracking changes to Canada’s local media since 2008, said the expansion is welcome.
As of March, Lindgren said, more than 244 media organizations across 181 communities had closed over a 10-year period. Of those 244 organizations, 213 were newspapers.
“It’s refreshing to see any improvement being made to actual boots-on-the-ground journalism,” she said.
Lindgren believes the investment in Metro could result in an increase in service to people in the communities being served if it leads to more robust, in-depth coverage of issues.
“I need to see how it’s going to play out,” she said. “The advent of some more competition is, on paper, good for people who live there.”
Corbett, an associate professor at UBC, believes the expansion could help bring attention to issues across Canada.
“Out west, we can seem inconsequential to Ontario or other provinces,” Corbett said. “I think if we could have a digital-based, left-leaning daily that deals with local issues that are important to British Columbia, that will be a good thing.
“Having more variety and a greater breadth of coverage, which is not only locally relevant but nationally relevant, will be beneficial for us.”
Torstar will launch an extensive marketing and promotional campaign aimed at readers and advertisers across the country to raise awareness of the national expansion.
Torstar businesses include the Toronto Star, Canada’s largest daily newspaper; six regional daily newspapers in Ontario, including the Hamilton Spectator; and more than 80 weekly community newspapers in Ontario.
Torstar also holds a majority interest in VerticalScope, a vertically focused North American digital media company.
With files from Fatima Syed
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