Torstar's Eye Weekly to be given a whole new look (and a whole new name?)
Big changes are afoot at Toronto's Eye Weekly (published by Torstar), including a complete redesign of the print magazine and the website, perhaps topped by a new name.
According to a story in Marketing magazine [no longer available online], the dramatic overhaul will be trumpeted by a multi-media advertising campaign devised by the hip agency Rethink Toronto.
The publisher and editor-in-chief of Eye, Laas Turnbull, who has already put 10,000 volts through the newsprint weekly and given it a real citymag vibe, with hard-hitting journalism and bracing cover treatments, says the paper is going to shift away from the heavy emphasis on arts and entertainment. (This would provide a differentiation for Eye from its older, heftier rival NOW magazine.)
"We want to be a city magazine for 20- and 30-somethings in Toronto," [says Turnbull]. "Everything is kind of up for review right now. We’re looking at every part of the business and every part of the brand–what needs to go, what needs to stay and what needs to change....”
Rethink Toronto's Pema Hagen says that the print, television and online creative will draw people to a new Eye experience:
“The changes are going to be drastic and I think the paper that is going to be launched at the end of the day is going to be something that Torontonians are going to love, and something that’s going to be very different from what’s currently out there."