|Bye, bye Eye|
The repositioning more or less sees the publication vacate the alt entertainment newsweekly and listings field in Toronto to its bigger rival NOW. Eye was originally created to compete head-to-head with NOW. Turnbull told Marketing magazine about the strategic thinking behind the change:
The new handle is not some sort of Tron reference, he said. “It’s actually more descriptive than anything. If you look at a map of the city and take out the background and just emphasize all the roadways—North, South, East and West—it looks like a piece of graph paper. So that notion of looking at the city from a street level and a neighbourhood level is very much the direction we’re going editorially,” said Turnbull, who stepped into his role at the Torstar-owned Eye seven months ago.
The name change is part of a move in a radically different direction for the publication, he continued.
Rather than remain an alternative newsweekly heavy in arts, entertainment and listings, The Grid will essentially be a city magazine for people in their 20s and 30s. “So a younger, hipper, more provocative version of Toronto Life in a weekly guise,” he said.
“We’re pretty excited about it because there’s never been a weekly city magazine for young people in Toronto and we think there’s a real appetite for it,” said Turnbull. He added that Torstar has put a lot of resources into the launch.
“There really hasn’t been a big print and online media brand launch in this town for a long, long time. Dose was probably the last thing that would even approach this scale.”