Desi Life targets Toronto’s South Asians
There's more than half a million South Asians living in the Greater Toronto Area, and the Toronto Star's new pub is designed to serve the fast-growing community.
The Toronto Star is launching a new glossy mag, Desi Life, aimed at reaching the considerable South Asian audience in the Greater Toronto Area. Desi Life (pronounced day-see life) will be published bi-monthly with the first copy hitting doorsteps on April 19. The pub will showcase South Asian movers and shakers, trends, the latest Bollywood and Tamil cinema reports, entrepreneurs, food, fashion, arts and political analysis of the Indian subcontinent.
About 65,000 copies of the new mag will be sent out by targeted home delivery and newsstand distribution. The mag’s microsite is live at www.thestar.com/desilife – exposing the new publication to the website’s current audience of about 2.76 million unique users per month.
Canada is home to about one million South Asians with more than half (600,000) living in the GTA alone. Statistics Canada predicts that this group will be one of the largest in the country by 2017.