Custom content taking off with newspapers

Canadian newspapers are using their storytelling talents to create new revenue streams with custom content. The Toronto Star is set to launch Star Content Studio on June 1, offering custom content marketing vehicles for advertisers. Montetizing content seems a natural fit for the industry, according to the 2012 Newspaper Report.

Cathrin Bradbury, executive director of content for the Toronto Star initiative, told Marketing that custom content is the "sweet spot" in the newspaper industry with an estimated market of $1 billion and predicted growth over the next five years.

The Globe and Mail’s Custom Content Group was launched in 2009 and has a stable of titles and websites, including National Post’s 3i group, headed by Yuri Machado, vice president integrated advertising of Postmedia Network, has been expanded across the entire Postmedia Network. And Business Ventures, a custom content arm of Metro English Canada, has seen revenues climb by 250% since its inception in 2010.

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