The epicenter was near Ottawa, near the Quebec border... why is this Toronto CN-Tower centric?
Didn't know Spacing became a 'buttons first, editorial second' title.

You know who else survived the quake? EVERYONE.

I think these are a cute way to commemorate the unusual event. I considered buying one, but decided against it because I would probably never end up wearing the button, but I still like the idea.

As for the Toronto-centricness - that's just Toronto being the centre of the universe, as it is wont to do. For some reason, the quake is being referred to as the "Toronto earthquake." Look, there are T-shirts available, too!: torontoist.com

And this is relevant... how?

WTF, these are relevant because they are representative of the move toward multiple revenue streams. I've been told Spacing does quite well on its buttons - and that they're an important source of cash for a magazine with limited advertising opportunities and a small readership. We could all learn from Spacing's innovative approach to earning from its brand.

That's ridiculous. And t-shirts, too? I was in Toronto and didn't even feel it. Little tremors happen everywhere all the time. It is so Toronto-centric, it's embarrassing

Buttons, a multiple revenue stream? Earning from its brand? The buttons aren't even branded Spacing...!

omg, relax...this is just for fun. i think it's hilarious. kudos to spacing for being clever -- and relevant.

I applaud any magazine that can come up with ideas to bring in revenue. As commenter #8 said, these are a fun, lighthearted idea, and as for being Toronto-centric - well, Spacing is primarily a Toronto magazine. If more Canadian magazines had ideas like this we'd have a lot less revenue problems.

It's neither clever nor relevant. The earthquake happened in Val Des Bois and certainly affected Ottawa far more than Toronto.

It's disappointing because Spacing's previous merchandise has been genuinely Toronto-focused, including TTC station buttons and T-shirts with the really old logos for East York, the Junction and Etobicoke.

Kat, seriously? Spacing is selling these buttons for $2. Let's say they made 1,000 -- and I highly doubt they made that many -- that amounts to $2,000. And that is being very generous, not accounting for cost of distribution, retail cut, etc. How much "revenue" do you think this idea generated, really? It was a fun one-off, and nothing else, and as a branding exercise it was a missed opportunity because the buttons aren't even branded Spacing.
My original point was that an item of this nature is worth a paragraph on Masthead online, if that. Surely other Canadian magazines are doing more significant and more creative revenue generating and brand extension efforts to write about.
Now, please excuse me, I have to go place my order for branded vuvuzelas for our next trade show! :)

It sounds like everyone needs to step back and take a breath. This is just a fun joking button we're talking about. All of a sudden it seems to be a matter to be debated and fought about. Sometimes a cigar is just a cigar! Spacing is having a chuckle. Everyone should lighten up. Remember when this business used to be fun and people laughed? Revenue? relevant? branding? Toronto-centric? What is more interesting is its the same people commenting on all the articles, debating, correcting and fighting with each other. Relax, this is not brain surgery.

Does that mean you don't like my branded vuvuzela idea? ha...
Hey, at least we're commenting at all. Otherwise... crickets...

wtf, it's a great idea - I have one I bought years ago at Carnaval in Quebec City.

You're right, sales of this button aren't going to be high, not compared to the subway buttons. But since they already have the infrastructure in place I doubt there was much if any overhead. Even $1000 for one or two hours' work is surely valuable cash for a small magazine.