Journal takes hybrid approach

A couple of months after winning a handful of medals for its editorial quality, rising costs have forced the Metropolitan Toronto Business Journal to rethink its positioning and audience.Pat Anderson, publisher of the Journal, says publishing a general interest Toronto business...

A couple of months after winning a handful of medals for its editorial quality, rising costs have forced the Metropolitan Toronto Business Journal to rethink its positioning and audience.

Pat Anderson, publisher of the Journal, says publishing a general interest Toronto business magazine in today’s economic climate is no longer feasible, so the new-look Journal will be a newsletter-magazine hybrid.

Anderson says the editorial content of the Journal will now detail Metropolitan Toronto Board of Trade initiatives and policies.

She says the Board of Trade, which publishes the Journal, subsidized each issue of the magazine but could no longer afford to do so.

She declined to say how much the subsidy was.

The Journal recently won honors from the Canadian Society of Magazine Editors and the Kenneth R. Wilson Memorial Awards.

Anderson says the new Journal goes out in early September.

She says its controlled circulation will be 20,000 copies, with 13,000 of them going to Board of Trade members.

She says the controlled circulation of the old style, 10-times-a-year Journal – its last issue is July/August – was 30,000.

According to Anderson, the new Journal will be published eight times a year, and run to 16 pages.

She says, for now, there are no plans for the slimmed-down magazine to carry advertising, although it probably will within a few issues. DC