Readers in Toronto and Vancouver, respectively, received their first new 11-inch magazine with the June 18 editions. NOW used to be printed in the traditional 12-inch tabloid format, and the Straight was printed in the 15.5-inch long tabloid format.
Media Central reached a national supply agreement with TC Transcontinental Printing, Canada’s largest printer, for both publications. By opting for one printer and pivoting to the smaller format, the company expects to save roughly 18% per year on newsprint and ink.
"Our strategic move to the new format generates a healthy reduction in production costs, without impacting our ability to deliver award-winning editorial," Media Central CEO Brian Kalish said in a statement. "In addition, printing NOW and Straight in a consistent format better equips our sales team to sell national advertising bundles targeting Canada's two largest English-language markets. Standard ad sizes make it easier for advertisers to reach our 6.5 million readers."
One reason TC Transcontinental was chosen is its commitment to sustainable printing practices, the company said. The printer makes all its paper purchases from third-party certified or recycled sources, allowing it to aim for zero non-hazardous waste to landfill. The publications will be printed on state-of-the-art KBA presses, the company said.
"We are thrilled with the new look of the Straight," said Charlie Smith, the magazine’s editor. "Not only does the new design increase portability, making it more convenient to read, especially on public transportation, but the smaller format allows us to create dedicated topic pages devoted to one single story or topic. This means our readers can easily navigate the paper according to their interests."
Media Central is the largest publisher of alternative titles in Canada, with nearly 6.5 million readers each month across NOW Magazine, the Straight and CannCentral.com, an online cannabis news platform. In May, the firm entered the esports arena with the launch of ECentralSports, a new digital platform focused on gaming.
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