Driven says it's no Toro

Perhaps it is just self-defence against any fallout in the ad marketplace from the death of Toro. Perhaps it was dancing on Toro's grave. But Driven, a Canadian men's magazine, issued a press release yesterday to say why it is more successful than its now-dead "primary competitor":

The failure of other men's lifestyle publications in the Canadian magazine marketplace is further validation of Driven Magazine's editorial concept. Driven attracts affluent male readers with its unique combination of fashion, technology, travel, lifestyle and automotive content.

The release quoted founding partner and editor-in-chief Michael La Fave:

"We've always been confident that men want to read about what's new in fashion, technology, watches and cars. The failure of our primary competitor does not lend credence to the theory that men won't read about products...only that despite offering a quality publication, Toro failed to assess exactly what men are interested in."

Driven, which is published out of Toronto, uses exactly the same circulation method as Toro: 150,000 copies circulated 6 times a year to selected recipients of the Globe and Mail. Plus copies on Air Canada and on newsstands. Its full page rate is $13,925. Editorially, it is much more of a "toys for the boys" book, with less emphasis on journalism. And that may be their point.