The Toronto Star is in the midst of a digital transformation. First, they released the Star Touch tablet app, which vastly improved the way that readers consume news and multimedia on mobile devices. The Star has also invested in digital properties through its Digital Venture division, including VerticalScope (an automotive and outdoor sports media company) and Workopolis (Canada’s top career website).
Now, The Toronto Star has taken its digital game to the next level with a rethink of its website, now completely mobile-optimized.
Leadership at the Star cite the key driver behind the digital transformation as the industry-wide shift toward mobile as the platform of choice for news and information. They’ve also seen a drop in demand for national print newspaper advertising (related: how community newspaper advertising is going strong), and are therefore giving marketers more options to reach a wider audience on digital platforms.
The new website presents marketers with contextual and behavioral targeting tools to reach targeted demographics via multichannel ads – ads that will look great no matter what device (desktop, smartphone, tablet) consumers are using. Also included in the update is a brand new look, fresh new visuals, and a new ability to easily scroll through top stories and advertisements. The final look had been in beta mode for over a month while the Star solicited feedback through reader surveys, and is now 100% live.
Another new addition to the website is myStar, a tool that gives users the ability to customize their online experience. Using the tool, users can save articles for later, follow their favorite writers and sports teams, and customize the website’s weather forecasts and daily horoscopes.
Want to get your brand on the Toronto Star’s new website?
We can help you with that. We’ll show you how to reach the Star’s 3.1 million unique monthly visitors with multichannel ads across print, desktop, and mobile devices.
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