Canadian Magazine Industry News
20 June 2011,     TORONTO
Star Media Group to purchase digital title The Kit
Star Media Group is buying the independent digital magazine The Kit with the deal to close later this summer.

A weekly print edition (a full-size broadsheet on glossy paper stock) will be launched this fall, noted The Kit publisher Giorgina Bigioni, who added the publication schedule and circulation are being finalized.


The Kit is focused on beauty and wellness news incorporating videos, slideshows and email newsletters. The digital magazine is a flipbook-style format provided by Texterity and accessible from a web browser. The publication claims more than 232,000 visits and close to 4.5 million page views since its launch last September. Its page rate is $5,000 though advertisers can choose custom packages.

"We searched diligently for the best women's lifestyle play for our audiences and advertisers," said Edward Greenspon, V.P. of business development for Star Media Group and Toronto Star, in a release. "We liked what we saw in The Kit and are keen to get going right away in supporting it as a leading beauty authority on all platforms and extending it into the fashion space."

Biogini will continue as publisher and will be joined by her team at The Kit, noted the release.

Bigioni carries a wealth of experience in the world of printed magazines. In 2008, Bigioni was let go by St. Joseph Media after serving as a senior member of its publishing team for almost 20 years. At that time St. Joseph made a number of changes, including eliminating Bigioni's position of vice-president and group publisher of the lifestyle group. Several of The Kit's staff members worked at St. Joseph, including editor Doug Wallace.

— Jeff Hayward
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