Toronto Star uses Groupon to drive subscriptions

Oct 18, 2010   //   by admin   //   Media blog  //  No Comments

Toronto Star Groupon

By Chris Hogg

As the debate and discussion about the future of print media continues, the Toronto Star is moving to social media and the Web to promote its printed edition through a partnership with Groupon.

Groupon is the leading deal-of-the-day site that offers group discounts on everything from spa services, to restaurant deals, to discounts at major retailers and more. Deals are offered to members by email and through social media.

Today, the Toronto Star is being featured on Groupon with a deal that offers people the chance to get a six-month subscription to the Saturday edition of the Toronto Star for $15 (regular priced $37).

A two-year-old start-up, Groupon is the fastest-growing company in Web history, generating more than $500 million in revenue this year according to Forbes. Valued at $1.35 billion, Groupon has seen competitors and copy-cat sites crop up in markets all over the world in an effort to cash-in on the group-buying craze.

In fact, the growing popularity of group-buying sites prompted Torstar Digital, the company’s digital arm, to acquire Groupon competitor WagJag recently.

With Groupon’s massive reach and proven track record for selling, it’s no surprise the Toronto Star is looking for Groupon to help drive subscription numbers.

The ironic part of this deal is that companies used to turn to newspapers to get their message far and wide, and now newspapers are turning to a start-up to achieve the same exposure.

This blog post is part of the Future of Media‘s ongoing coverage and examination of what’s happening in the media around the world. If you have a story idea, please contact us. This blog post was originally posted on

Leave a comment

More in Media blog (231 of 234 articles)