Canadian Magazine Industry News
5 May 2008,     TORONTO
Toro to relaunch as online mag [Updated]

It's back—sort of.
[This story has been updated to include new information.]

Toro, the much-missed men's magazine that folded in February of last year, is coming back —but not in print. Maverick Public Relations, the company handling promotion for the relaunch, did confirm that an online-only version of Toro will premiere on May 21, but would not provide further details, other than the fact that there will be a launch party that same evening at the Brant House, an "extremely hip bar" in downtown Toronto.  Former Toro Magazine editor Derek Finkle is not involved in the relaunch, nor are any former editorial staffers. >> 

An overview of the relaunch sent out a couple of months ago listed the following people as "key personnel." We have not yet confirmed whether they are still involved with the project: 

William Morassutti, executive producer

One of Toro's founders. The cousin of Toro founder/publisher Chrisopher Bratty and the brother of Chatelaine deputy editor and former Toro managing editor Melanie Morassuti. Also a former broadcaster.

Candace Lee, manager, creative and technology

"Spearheaded the multimedia strategy at CanWest Interactive to support all online business units." A graduate of the New Media program at the University of Toronto.

Christina Butterfield,  manager, strategy and special projects

Another staffer, where she managed the home page. Was involved in "online initiatives" at the New Republic.

Salvatore DiFalco, senior writer

Has written "short stories, poems, reviews, articles and opinion pieces" for a range of magazines and journals, including Toronto Life, The Malahat Review and The Fiddlehead.

Iman Sheikh, editorial intern

A recent journalism grad from Centennial College.


So what's the new going to be all about? Here's what the information kit says:

"TORO will continue to showcase a diverse range of topics, including sports, style, drinks, cars, gadgets, gear and of course, women. But we'll take advantage of our multimedia platform by providing original video columns, animation and a webisode, among other franchies, to make the digital TORO a more multi-dimensional 21st Century brand. Additionall, TORO will be interactive, encouragin visitors to post original content, turning the TORO arena into a dynamic archive for the collective intelligence of men worldwide.

"New content from in-house editors and TORO columnists will be posted daily, with major franchines appearing weekly; content will take the form of blogs, video columns, animation, graphic novel cartoon strips, and photo galleries; as well, user-generated content will be encouraged in any and all of these formats."

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