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JOURNALISM IN THE AMERICAS Blog

Satirical newspaper The Onion signs deal to reach Canadian readers



The satirical newspaper The Onion is extending its funny bone to the streets of Canada's largest city, the Canadian Broadcasting Corporation reports.

The Toronto Star announced July 5 that it had reached a deal to print and distribute The Onion in Toronto beginning in the fall. This will be the first time the humorous newspaper will appear outside of the United States. The Onion currently is distributed in 14 U.S. markets. The Onion's sister publication, the entertainment-oriented A.V. Club, also is part of the deal.

The New York Times reports that The Star, Canada's largest daily newspaper by circulation, will receive a portion of the advertising revenue and it also hopes to benefit from The Onion's popularity among young readers. “The Star’s been interested in moving a number of products that we have, going after a younger demographic, and we saw The Onion as a possibility for that,” said Star spokesman Bob Hepburn, as quoted by the NY Times.

The Onion newspaper was launched in 1988, and its website, TheOnion.com started in 1996, averages 40 million page views and roughly 7.5 million unique visitors per month, according to the Chicago-based operation's media kit.

The Onion generated media interest in June when it announced that it deserved a Pulitzer in honor of its 1,000th issue. This doomed effort provided The Onion with more funny fodder.

As a media business, The Onion has spread its satire empire to television, while it also established deals in major U.S. markets to print and distribute its free weekly newspaper. A sample of The Onion's recent bogus headlines include "Affluent white man enjoys, causes the blues," and "Young billionaire's age not reported for sake of nation's ego".



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