readies iPhone content for advertisers

Less than a week after the iPhone launched in Canada, The Toronto Star is pushing content ready for the hot platform. And advertisers are welcome to join in.

Star Media Group has launched a mobile site for the iPhone at, and VP digital media Judy Sims tells MiC the Star is open to one or more advertisers backing the content ‘as soon as possible. We’re looking for an advertiser who will want to come in with us on this.’

Sims says the site did not launch with a ‘fully developed strategy’ for integrating advertisers into the Toronto Star‘s iPhone-ready content, as the main goal at this point is to gauge audience response. It’s been less than a week since the iPhone made its debut in Canada, but marketers may be anxious to get in early on the wave that the iPhone and similar devices are expected to create in the mobile landscape here.

Last week, Volkswagen signed on as iPhone partner with Toronto’s The Score. Score Media was ready for the iPhone’s launch in Canada last November, with the Coors Light-backed ScoreMobile 2.0 platform.

iPhone users can visit directly or access stories and photos by touching the red iPhone graphic on the top right of the homepage of They also have the option of viewing on the current mobile platform.

The Star is read in print and online by 2.9 million people every week.