Sweetspot.ca was started six months ago by OgilvyOne account director Joanna Track as a modest web/email publication featuring daily stories about ‘all that’s new and interesting’ in Toronto. Today the site generates 10,000 visitors a week and Sweetspot.ca has seen its subscriber growth rate increase by 25% a month. While the topics covered on the site vary, each topic seems to be attracting lifestyle consumers looking for everything from the hottest cosmetics to the season’s top charity events. Sweetspot.ca‘s recent successes have prompted the site to begin expansion across Canada into markets such as Vancouver, Calgary and Montreal over the next 12 months.
Sweetspot.ca’s audience is predominantly female (85%), urban (90% of the readers live in the GTA) and wealthy (40% of subscribers report earning over $75k annually) but what is particularly interesting for advertisers is what Sweetspot.ca‘s audience actually does while they read. The Sweet Nothing newsletter has an average daily open rate of over 60% and each website viewer checks out an average of seven pages per visit. The site features several advertising opportunities in addition to the standard banners and sponsored text links including a monthly ‘refer a friend’ contest/promo with prizes supplied by sponsors.
