More Toronto Star tracing paper-like wrap ads to come: memo
The front of the Thursday July 5 issue of the Toronto Star, as seen above the fold. (Photo: Belinda Alzner)
You may have noticed a different look and feel of the front section of yesterday's Toronto Star.
Around the front section was a full-page editorial wrap that looked and felt like tracing paper with a Dodge ad printed on it. The ad only made sense when placed over the newspaper’s pages, as the printing on the tracing-like paper worked with images that were printed on the newsprint.
Those familiar with free dailies such as Metro will be familiar with the concept of this wrap advertising, but the Star is the first broadsheet newspaper to employ the method.
This won't be the last time these types of ads are seen on the front of Canada's largest daily.
In a memo sent to staff last week, editor-in-chief Michael Cooke said that there are at least three more of these types of ads planned over the next few months.
Also in that memo, Cooke noted that while the ads make sense from a business perspective, it is not ideal. “I'd prefer readers to see a beautiful, clean, powerful and classic Star front page that displays our journalism without distraction,” he wrote. “But we're along this road already (the frequent page one gatefolds) and money is money and there's a lot of it with this new creative idea.”
Cooke was not available to comment on the memo, but directed me to Sandy Muir, the Star’s VP of advertising. At the time of publication Muir had not yet responded to multiple requests for comment.
Below are photos of the advertisement as wrapped around the entire front section of Thursday's Star.