The Toronto Star subscribers will soon be getting an American bonus with their papers.
Effective this Sunday, a 16-page international weekly version of the New York Times, including the Canadian version of the New York Times Book Review, will be included in the Sunday Star.
The section will look just like the Times newspaper—that is, with the original layout and typography—and will include features and commentary on everything from world affairs to social trends. And yes, crossword lovers, the famous NYT word game will be included, too.
The book review will be a 12-page tabloid abridged from the New York Times Book review. The Star’s current book review will continue to run on Sundays.
Of course, there’s no such thing as a free lunch. The extras will come, no charge, in the issues of Sunday Star until November 21. Then subscribers will have to pay $1 a week. The single issue cost will also go up by $1.
Readers have to opt-in, which may not be an easy sell, though the paper’s clearly banking on readers warming up to the idea in the next month. The Star has set up an aggressive ad campaign to get the word out, including 15- and 30-second TV spots on Global Ontario, CP24, Omni Television, CBC, CFTO and at Raptors and Leafs games at the Air Canada Centre, as well as, of course, newspaper ads.
About the author
Wendy Gillis was the Senior Editor for the Winter 2011 issue of the Ryerson Review of Journalism.