Toronto’s Spacing Magazine has partnered with the city’s TO Live With Culture initiative for a user-generated ad contest.

Challenging readers and budding filmmakers to capture what ‘slick marketing campaigns’ can’t about what makes Toronto great, the ‘MyToronto Video Contest’ invites uploads of 30-second commercials to its YouTube group. Readers are encouraged to use anything from video cameras to cell phones or still photos with music and voice-over.

The contest deadline is September 7, and the winning entry – chosen by jury and popular vote – will be publicly shown at an exhibition.

Spacing, which covers public space, politics and the urban landscape, is published three times a year and distributed in bookstores. The mag also publishes a daily blog called Spacing Wire. The blog’s ‘Facebook Friday’ feature profiles Facebook groups that use the social network to share info and celebrate the city.

Spacing.ca attracted 158,000 unique visitors in June. The Spacing Wire daily blog received 132,000. The print pub has a circulation of 5,500 and a readership of about 25,000 per issue.