Spacing, a Toronto-based urban affairs magazine, is a good example of a small magazine that uses the power of its strong and respected brand to make money outside of the traditional advertising and circulation streams. Tomorrow night, the magazine's editorial collective is hosting a fifth anniversary bash at The Great Hall on Queen West, where they'll be selling not only magazine subscriptions, but also t-shirts and gift-packs (three issues of Spacing from 2008 with three Toronto postcards wrapped in a TTC route map). The magazine's famous TTC subway buttons will also be available.

In addition, the magazine has also formed a couple of partnerships. A company called Fort Apparel, whose Toronto, Montreal, and Vancouver-inspired t-shirts are featured in the new issue of Spacing, will be on hand tomorrow night to sell said tops, while party guests who buy a back issue, subscription or gift subscription will receive a free t-shirt from Metronauts, a blog focused on GTA transit issues.

For more on brand extensions, have a look at these posts on Kat Tancock's Magazines Online blog.