Montreal-based custom publishing specialist Spafax, best known for Air Canada’s in-flight magazine EnRoute, has launched a new website that aims to “become your site of reference for everything to do with unconventional media and marketing."

Sparksheet, which launched June 1, is aimed at custom publishing professionals, marketers, advertisers, PR types and the in-flight entertainment industry. Much of the content focuses on the latter, with stories about how the flight industry is using social networking, and how airlines can increase revenue through the media they use. However, the site also has stories on topics such as visual storytelling, controlling your brand and the future of digital marketing.

According to Arjun Basu, editorial director of Spafax, the company has no plans to seek advertisers or generate a profit from Sparksheet—it just wants to be “the fire that everyone gathers around to warm their hands.”

“It’s something the company has decided to back to start discussions,” Basu said. “We have our hands in so many different areas that we just thought it would be interesting to bring all those different people into one place.”

Sparksheet receives its content through unpaid industry contacts and contributors who write for the benefit of being published. Some content is also created in-house, such as a recent article by Ilana Weitzman, editor-in-chief of EnRoute, on the importance of good translation.

In addition to the website, Sparksheet also reaches its audience through a monthly e-newsletter. And although the site is still in its infancy, Baju says the response has been “very, very good” so far, with e-mail responses to stories coming from all over the world.

“We hope to make this into a thing that people talk about, use as a reference and look forward to,” he said.