Toronto Life tries weekly style newsletter on for size

The city's culture mag will send a shopping trend report in fashion and home design to an initial base of about 15,000 readers.

In order to expand the shopping coverage on its website, Toronto Life magazine debuts a weekly fashion and home design newsletter next week. The trendwatching publication will be sent out to an initial base of about 15,000 readers who have previously opted in to ad blasts, shopping and entertainment info on

The newsletter will feature the latest trends in clothing and home fashions, and dons regular sections like Toronto’s best-dressed person of the week, profiles of Toronto’s top designers and their work, a sales roundup and a guide to a shopping district within the city, which will appear every second week.

‘We started to think about the new best way to communicate with readers, and we decided that a newsletter would be ideal,’ says the assistant online editor in charge of the project, Carley Fortune. ‘We wanted something that was more consistent, that a reader could associate the brand with,’ she tells MiC. Stories will also live online throughout the week.

Sponsorship opportunities on the newsletter include a leaderboard, big box ad and buttons, which are about 125 pixels. A one-week sponsorship of the newsletter is $1,500 and includes a sponsor logo and display ad, says Gary Campbell, senior web producer and project manager. Advertisers may also be able to extend involvement to the style online sections of the site.

While a large base of the readership will be women, Fortune says she is conscious about making the newsletter attractive to their male readers as well. ‘We’re not a women’s fashion magazine, we’re a city magazine, so it should appeal to both, as well as across a broad age range,’ she says. The style newsletter, which launches Apr. 29 and will be delivered to inboxes every Wednesday, will be promoted in an upcoming issue of the magazine, online, as well as St. Joseph Media’s online networks including Fashion Magazine.