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Shift magazine is using urban weeklies such as Vancouver's Georgia Straight and Toronto's Now as distribution vehicles in a three-year drive towards 100% paid circulation.
"It's part of a broader plan that we have to deliver controlled copies on top of our paid copies to our market" says Andrew Heintzman, the Toronto-based publisher of Shift. "We have actually done this with urban weeklies across the country, trying to target specific neighborhoods where we think we'll find our readership."