Saturday Star, October 3, 2026

The Toronto Star has tested a new advertising model that allows a brand to sponsor free access to its journalism. Sony Pictures underwrote a full day of unlimited access to thestar.com on Saturday, October 3, 2026, as part of a campaign supporting The Social Reckoning – a 2026 American biographical film and legal thriller written, co-produced, and directed by Aaron Sorkin. The new model packages print, digital, newsletters, and access to journalism, into a single sponsorship, giving advertisers “a broader role” than traditional advertising placements.

The partnership also included a 100% share of voice (SOV) across display and pre-roll, sponsorship of two Star newsletters, and advertising in the October 3 print edition. A 100% SOV across display and pre-roll allows a single brand to buy every single available ad impression on a specific website, platform, or digital property, for a set period of time. Parent company Torstar said the partnership has the potential for more “full-ecosystem advertising opportunities” and is part of its overall strategy to develop new revenue models beyond traditional sources.