Star Metro Media

We tell your story to your target audience
when and how you want to reach them.
We deliver results.

We tell your story to your
target audience when and
how you want to reach them.
We deliver results.

Millennials (ages 18–34)

Across our platforms, we reach over a third of Millennials in Canada

At 30% of the population, Millennials became the largest cohort in the Canadian workforce in 2014. In 15 years, they will be 75%. Tech savvy and social, 92% are mobile phone users, and 76% accessed social media yesterday. And nearly two thirds of Canadian Millennials interact with newspaper content weekly across multiple platforms.

30%

POPULATION

Millennials
(ages 18–34)

30% POPULATION

At 30% of the population, Millennials became the largest cohort in the Canadian workforce in 2014. In 15 years, they will be 75%. Tech savvy and social, 83% are mobile phone users; 86% have a social profile online and 65% update it daily; and 2.4 million+ Millennials are employed or students.

Across SMM platforms, we reach over a third of Millienials in Canada – more than any other newspaper in the country.

BOOMERS (50+)

Over the last decade Boomers personal incomes have kept pace with their growth in the last decade, increasing by more than 30%, making them an even more crucial demographic for advertisers to engage with.

They are the most loyal group of newspaper readers in Canada which has nearly doubled in the last 10 years to reach nine million. And the Toronto Star is by far the most read individual newspaper among mature Canadians – combined with StarMetro, they reach a national audience of over 4 million.

600,000

REGULAR READERS

600,000
REGULAR READERS

BOOMERS (50+)

AFFLUENT (LUXURY)

We reach nearly 2 million affluent adults with a HHI ($125K+)

Most affluent Canadian couples in their twenties have an average net worth of over
$500,000. Alongside Toronto, Vancouver and Montreal, some of the wealthiest
neighbourhoods are now in Winnipeg and Halifax. Tap into coast-to-coast coverage
across multiple platforms - we reach 36% of Canadian adults with a HHI of more than $125K.

$125k

AFFLUENT
(LUXURY)

$125k

Most affluent Canadian couples in their twenties have an average net worth of over $500,000. Alongside Toronto, Vancouver and Montreal, some of the wealthiest neighbourhoods are now in Winnipeg and Halifax. With coast–to-coast coverage and across multiple platforms we reach 35% of Canadian adults with a HHI of more than $125k, including those in the top 25.

We reach 20% more affluent adults with a HHI ($125K+) than any other paper.

Multi-Cultural

Canada is indeed a multicultural society. One fifth of all
Canadians are immigrants, the vast majority of which live in cities.

Ethnic diversity has had a profound effect on Canadian life, notably in fashion and beauty,
Land the food and food service industries. One third of our weekly audience was born
outside of Canada, and 36% speak a foreign language conversationally

OF ALL CANADIANS
ARE IMMIGRANTS

Ethnic diversity has had a profound effect on Canadian life, notably in fashion and beauty, and the food and foodservices industries. 30% of our weekly audience was born outside of Canada, and they are 65% more likely than the average Canadian adult to speak a foreign language.

Canada is indeed a multicultural society. One fifth of all Canadians are immigrants, the vast majority of which live in cities.

Multi-
Cultural

MOMS

A strong and active demographic in which 70% of our readers are either employed or student moms.

The influence of moms is enormous: they are involved in 85% of all purchase decisions and are the purchasers of nearly everything for everybody. Mothers are very social online and can be highly influential within their social groups: 87% own smartphones and 83% across the internet each day. And 55% of moms have made purchases online in the past 12 months.

MOMS MAKE 85%
OF ALL PURCHASES

MOMS

MOMS MAKE 85%
OF ALL PURCHASES

One in three mothers read our content every week making us the leading newspaper group reaching this demographic.

THE PRIME DEMOGRAPHIC

This key group comprises nearly half the Canadian population, in which 62%
are homeowners, 58% are parents and 76% are families of three or more.

This group use daily newspapers and corresponding websites as a primary
source to make purchase decisions – notably for home entertainment, real estate and
wireless products. More than half of our audience is within this group, whose average income
of $84.6k and who are entering numerous key life stages.

PRIME

AGES 25-54

Nearly 50% of this group use daily newspapers and corresponding websites as a primary source to make purchases decisions – notably for home entertainment, real estate and wireless products. Half of our audience is within this group, whose average income of $88.6k and who are entering numerous key life stages.

This key group comprises nearly half the Canadian population, in which 75% are homeowners, 60% are parents and 74% are families of three or more.

THE PRIME
DEMOGRAPHIC

PRIME AGES 25-54

WE DELIVER YOUR
DESIRED AUDIENCE

Don’t see your target here? We can isolate and reach your desired target audience at any stage of their purchase journey.

Ask us for more information on customized programs to reach you target customer

Don’t see your target here? We can isolate and reach your desired target audience at any stage of their purchase journey.

Ask us for more information on customized programs to reach you target customer.

WE DELIVER YOUR
DESIRED AUDIENCE

Learn More

Available platforms

The Star's award-winning newspaper is number one in the country
with almost a million weekly print readers* and an audience
of over 2 million, cross-platform.

With newsrooms in seven major cities, the Star is committed to
local journalism on an national scale. Its trusted environments
are a safe-haven for brands who want to connect with
Canadian audiences.

Canada's most-read
daily newspaper

Toronto Star and thestar.com

Source: Vividata Fall 2019 - Star print average weekday readership: 967,000; Star print + digital average weekday audiences of 2,036,000

Customer-focused, data-driven content and ad targeting strategies

Signals from hundreds of registered users and subcribers

Canada's most-read
daily newspaper

The Star's award-winning newspaper is number one in the country with almost a million weekly print readers* and an audience of over
2 million, cross-platform.

With newsrooms in seven cities, the Star is committed to local journalism on a national scale. Its trusted environments are a safe-haven for brands who want to connect with Canadian audiences.

Available platforms

The Kit is a modern media brand, which uses the power of data, digital, experiential, social and print to create rich, engaging, authentically multi-platform content for Canadian women. The Kit’s audience wants to look good and feel good, but she’s busy. She needs a trusted source to distill the best of beauty, fashion and women’s health. The Kit lets her know what’s worth her time, energy and money through content in The Kit paper, The Kit Chinese Edition, thekit.ca, The Kit newsletters, @thekit & @thekitca social, and through content across the Torstar network.

Engaging Beauty & Fashion

The Kit and thekit.ca

2014 Min Digital Awards: Honourable Mention for:

Smart Phone App

Tablet App

Use of Animation & Digital Graphics

Engaging
Beauty & Fashion

The Kit's brand reaches women across the country through a weekly glossy newspaper section, newsletters, a compelling digital site and every Thursday in Star Touch. Le Kit French, South Asian Kit and Kit Chinese provide access to key demographics within Canada's major cities. The kit is the go-to resource for smart shopping, enlightening beauty and hair videos, plus the ultimate in skincare advice.

The Toronto Star and thestar.com

Available platforms

Toronto.com is the trusted source to living life to the fullest in
Toronto – local events, festivals, concerts and attractions,
plus guides on things to do and see and Toronto’s best
options for dining. Coupled with local news coverage, the site
serves local residents within pockets of Toronto’s city core:
East York, Etobicoke, Beach, North York, Scarborough, City
Centre and Bloor West/Parkdale.

Toronto at
your fingertips

Toronto.com

Toronto’s ultimate entertainment
destination covers it all with
up-to-the-minute information
and listings. From local festivals,
concerts and live theatre to
movies, events and dining out,
this continually updated website
is your trusted guide for what’s
going on in Canada’s largest city.

Available platforms

Wonderlist is the Toronto Star’s premier email marketing and contesting
program. Wonderlist delivers customized advertising messages, exclusive
offers and one-of-a-kind contests directly to consumers’ inboxes. Our database
can be segmented behaviourally, by interest or by target audience.

The GTA's real A-list

Wonderlist.ca

Wonderlist is the Toronto Star’s
premier email marketing and
contesting program. Wonderlist
delivers customized advertising
messages, exclusive offers and
one-of-a-kind contests directly to
consumers’ inboxes.
Our database can be segmented
behaviourally, by interest or by
target audience.

The GTA's
real A-list

The Toronto Star and thestar.com

Available platforms

Wheels.ca is Canada’s authoritative automotive lifestyle destination. It shows its audience the joys of owning an automobile and the empowerment of making the right personal auto decisions. Combining research content and automotive interest stories with live vehicle listings, Wheels.ca walks the users from point A of their search to point Z!

Wheels.ca

Start your engines!

Wheels.ca is Canada’s most
comprehensive and trusted
automotive resource online.
Offering everything from the
latest automotive news and
opinions from renowned
automotive experts to
car-comparison tools, car
finders, a robust used-vehicle
section and driving tips, this
popular website is the content
engine that roars.

Start your engines!

The Toronto Star and thestar.com

Available platforms

With local journalism and newsrooms throughout southern
Ontario, Star Metroland Media has over 100 trusted
newsbrands bringing people together.
Regional dailies, community newspapers and 34 websites –
each one committed to hyper-local coverage and targeted,
cross-platform ad solutions.

Community experts – local and industry insights
Decades of experience in targeting through flyers and distribution

Reach more people
in more meaningful ways.

With local journalism and newsrooms
throughout southern Ontario, Star Metroland
Media has over 100 trusted
newsbrands bringing people together.
Regional dailies, community newspapers
and 34 websites –
each one committed to hyper-local
coverage and targeted,
cross-platform ad solutions.