Star Media expects way more traffic with Toronto.com revamp

Star Media Group has revamped Toronto.com by making it the entertainment section of TheStar.com, promising advertisers increased traffic and additional ad formats.

Torstar subsidiary Star Media Group has revamped Toronto.com by making it the entertainment section of TheStar.com (the online counterpart of the Toronto Star daily newspaper), promising advertisers increased traffic and additional ad formats.

Toronto.com’s senior product manager, Gerald Doyle, said the site – which was revamped officially re-launched earlier this month – combines TheStar.com’s entertainment journalism with Toronto.com’s traditional strength as a city guide and a source for entertainment listings.

“We had two very unique but distinct assets in that we had this quality entertainment journalism and all this entertainment-related information,” said Doyle. “We thought there was a way to put this together to create a richer consumer experience and also have a better offering for advertisers.”

The new Toronto.com also features several new ad units, including pre-roll video, push downs and splash units. “We really tried to make sure we’re best in class in the advertising world,” said Doyle, noting that future advertiser programs could include everything from “content alignment” to mapping functionality.

According to Doyle, there was only about 10% audience duplication between TheStar.com’s entertainment section and the old Toronto.com. He predicted that the new entity will produce a significant increase in web traffic.

“We expect that we’re going to be doubling traffic without having to do a heck of a lot,” he said.

While Toronto.com debuted 13 years ago and has been through numerous iterations since then (it was fully acquired by Torstar in 2003), Doyle described the current overhaul as the biggest in the site’s history. Other than the creation of some new content, Doyle said the revamp didn’t require significant capital investment. “There was an internal will do it and then it was just mobilizing around that,” he said.

Doyle said Toronto.com possesses powerful brand equity thanks in large part to its straightforward URL. “It’s a really great URL, and that helps us hugely in terms of SEO,” he said. “Anyone looking for anything in Toronto, we can really do well in whatever categories we focus on.”

While Toronto.com launched with a mobile-optimized version, Doyle said that a “Cadillac version” of the site for mobile device will debut in the next couple of months, followed by a move into the app space.

A consumer marketing campaign around the new Toronto.com is expected to debut in the summer.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!