By: E&P Staff The Toronto Star is now one of a handful of newspapers bucking ad sizing based on column inches and instead plans to introduce modular ads starting in January 2008.
The paper is making 24 modules available to advertisers and will price them based on sections. The move coincides with a redesign planned for next spring.
The Wall Street Journal, USA Today, and Chicago Sun-Times use a similar approach to ad selling, the paper said.
Wayne Clifton, vice president of advertising at the Star, told his paper that they are trying to develop a modular model that is adaptable to other newspapers.
"We are being very open about sharing with our colleagues because if we can get them to move toward a similar sizing, it makes it easier for the ad community to buy as well," Clifton said.
The Star reports it is the first newspaper in Canada to price ads by section.
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