Inside the Toronto Star’s $10 Million Niche Print Business

By: Ken Doctor | Nieman Journalism Lab

John Cruickshank, publisher of the Toronto Star, is the first to acknowledge that his strategy for the paper seems anachronistic.

Cruickshank talked the New York Times Syndicate into providing him a semi-custom weekly collection of global news and book reviews so he could sell a combined supplement — a 16-page New York Times International Weekly and 12-page New York Times Book Review, Canada Edition — to his Sunday readers.

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