By: E&P Staff The Toronto Star, in what it said was a first on this continent, announced that it will try "to reach readers who covet up-to-the-minute news" by launching an eight-page afternoon edition in PDF form, starting next Tuesday. It will appear only on weekdays under the title Star P.M., and will include breaking news, traffic and weather, a Sudoku puzzle, and more.
"We must be prepared to explore new ideas and take risks when we see strategic opportunities to do so," Star publisher Michael Goldbloom said in a statement. "We are really proud of the work of our newsroom and we want to get their work to people in the time and the way they want it."
He added that later this year, the Star would start an html version of Star P.M. "that would allow consumers to select more customized news and advertising content." The paper said that several advertisers, including Air Canada, the CBC, General Motors, Mirvish Productions and ReMax, have committed to buy advertising for the new edition for at least 17 weeks.
"The industry is really looking at this as an experiment," said Hugh Dow, a Toronto ad industry executive, quoted in the paper.
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