Toronto’s alternative paper Eye Weekly has launched a new mobile site that will provide event and movie listings, reviews and its original editors’ ‘T.O. Do List’ for its readers. The platform will reach the part of their mobile-enabled online demo who want information when they need it most – when they’re out on the town, explains Leslie Andrachuck, Eye Weekly online director.

‘Say you’re out on Queen Street in the evening, and you don’t have access to a paper right there, you can look at all the concert listing and see what’s happening in each venue near you,’ Andrachuck tells MiC.

More than 25% of EyeWeekly.com readers, which receives about 200,000 monthly uniques, owns either a BlackBerry or iPhone according to a recent survey, explains Andrachuck, about the reach. ‘They’re also early adopters of new applications,’ she adds. The mobile site (m.eyeweekly.com), developed with MyThum Interactive, can be accessed via SMS by any wireless device.

Besides banner advertising opps, Eye is looking for a sponsor for an integrated print, mobile and web opportunity, sold through Olive Media. It includes a contest and coupon component, says Andrachuck.

‘The Eye Weekly target audience is very much the influencer – the cultural vanguard of Toronto,’ says Andrachuck. ‘So for an advertiser, you’re accessing that influencer, who is very much on the go. We’re integrating our brand and our products with our target audience live.’