Canadian Magazine Industry News
15 April 2011,     TORONTO
Scrum magazine shifts from print to
The free print publication Scrum, which catered to Canada’s rugby community, has moved to an online format. Scrum launched in 2008 as a quarterly full colour glossy magazine with a circulation of 7,000, and ran until spring 2010 on ad revenue.

“In the spring of 2010, I made the decision to shut down the magazine for financial reasons,” said Elaine Wiltshire, owner and editor of Scrum.

Over the next few months, Wiltshire completely re-did the business plan and conducted market research to see if the rugby community could support a publication like Scrum. “Ultimately I made the decision to go online, rather than start printing again.”
“I feel that the online format is more conducive to covering events in a timely fashion and with the operating costs being minimal I can really focus on my goal, which is to promote the sport of rugby across the country,” said Wiltshire.
“With, we have all that information in one place — no one else is doing this right now!”
In addition to regular content, the magazine features “The Scrum Report,” a special report, issued online only, in the tradition of long-form journalism. 
The website was designed by Scott Wise, a Toronto-based web designer and developer whose many accolades include the Design Edge Canada Regional Design Awards branding. “The site not only looks beautiful, but is so easy to navigate! One of my favourite features is the Scores section where users can filter search results by division,” said Wiltshire. 
Visit Scrum online at
— Tom Czerniawski
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