Canadian Magazine Industry News
4 October 2011,     TORONTO/MONTREAL
Toronto Home spotlights luxury living
THIS STORY HAS BEEN UPDATED: Toronto Home, a counterpart to Montreal Home, launched today.

Covering high-end interior design, architecture and landscape, the magazine will distribute over 30,000 copies, the majority of its run, for free by postal code through the AdMill Group in upper-class areas of the city such as Forest Hill, Rosedale and the Bridle Path.

Copies will also be available by subscription and on newsstands for a cover price of $5.95.

Cover of Toronto Home's inaugural issue
Cover of Toronto Home's inaugural issue

"We're expanding to Toronto because we are saturated with 350 clients in Montreal," said Leah Lipkowitz, publisher of the Toronto and Montreal editions.

"Many of our advertisers in Toronto, and of course in Montreal too, told us that Toronto didn't have a high-end design, architecture and landscape product," Lipkowitz said. "I was sort of incredulous, and when I saw that it was true, I saw that there was a huge opportunity."

Lipkowitz started thinking about the new publication a year go and began moving forward with plans in March.

The inaugural 180-page issue has a 35:65 ratio of ads to editorial content and features 50 high-end advertisers including Ciot, Rubinet and Bo Concept. One-time page rates are $2,700, but Lipkowitz noted this is an introductory price and ad rates "will substantially increase" in 2012.

Printed by Ironstone Media, the magazine has a perfect bind and is oversized at 9x10.875 inches. It will be published six times a year with four quarterly issues plus special kitchen issues in February and country home issues in August.

A spread from the Fall 2011 issue of Toronto Home
A spread from the Fall 2011 issue of Toronto Home

With a satellite office on Yonge Street in Toronto, Lipkowitz and editor-in-chief Stephanie Whittaker will go back-and-forth between cities to run both editions. Art director Mark Ruzayk is also pulling double duties, but the new magazine's photographers, stylists and writers all hail from the Toronto area.

Toronto Home launched without conducting any formal market surveys. "I thought it was a wonderful, untapped niche," Lipkowitz said. "I knew in my gut that it was the right move," she said.

— Jef Catapang
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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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