Toronto Sunday Star to carry New York Times content in two premium sections

The Toronto Star, Canada's largest newspaper, has struck a content-sharing deal with the New York Times that will see the Star on Sundays carrying two new sections -- a 16-page news and commentary broadsheet and a 12-page tabloid version of the NYT Book Review. The news and comment section will feature a revolving roster of NYT columnists, says a story published in Marketing.

"This is one of the largest marketing campaigns the Star has launched in many years," said Sandy MacLeod, vice president, consumer marketing at the Star, in a statement. "We believe that through the combination of newspaper, television, radio, point-of-sale, telemarketing and e-mail marketing efforts we will reach almost every adult reader in the Greater Toronto Area."

The new sections will be free for six weeks then home-delivery subscribers will be offered the sections for $1 extra a week, starting November 21. The Sunday Star will be doubling in price to $2, starting November 28.

While the Toronto paper already used The New York Times news service, Star spokesperson Bob Hepburn said The Times approached the Star months ago about this new product.

"We looked at the product and studied it quite extensively," said Hepburn. "We've taken it through focus groups, some online surveys and around to advertising agencies, and have had a very favourable response all-around."

The Star will sell local ads for the section, which will be produced by The Times.