Toronto Star brand to expand nationally
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.
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 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.”
Investigations will play a large role in the expanded coverage in the cities served by StarMetro publications, said Cathrin Bradbury, editor-in-chief and vicepresident, 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. “Other media outlets are retrenching and we’re marching in with 20 new hires.”
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 StarMetro brand emerge.”
Torstar businesses include the Toronto Star, Canada’s largest daily newspaper; The Hamilton Spectator, Waterloo Region Record, Peterborough Examiner, Niagara Falls Review, St. Catharines Standard and Welland Tribune as well as more than 80 weekly community newspapers in Ontario.
Torstar also holds a majority interest in VerticalScope, a vertically focused North American digital media company.