Weekly · Mimico · New Toronto · Long Branch · Humber Bay · Islington–City Centre West
Advertising that actually reaches Toronto's west lakeshore.
Fiddlehead Press is a weekly community newsletter and podcast covering the neighbourhoods along Toronto's west lakeshore — Mimico, New Toronto, Long Branch, the Humber Bay shore and Islington–City Centre West. We sell our own advertising directly, in three plain formats, at the prices below.
The rate card
Three formats, one price each — no bidding, no auctions.
Sprout Newsletter Mention
A sponsor line in our weekly lakeshore community newsletter for two editions, placed beside the local happenings roundup that covers Mimico, New Toronto, Long Branch and the Humber Bay shore. Built for small shops, markets, studios and non-profits that want a first, low-cost placement. Includes a copy review before it runs and open counts once both editions are sent.
Lakeshore Podcast Mentions
Three host-read mentions across our weekly podcast about daily life on Toronto's west lakeshore. Suited to local businesses and cultural organisations with a story worth telling on air. Includes a short briefing call, approval of the read script before recording, and a listen count reported after each episode airs.
Full Frond Partnership
A six-week presence that combines site placements, four newsletter credits, four podcast mentions and one partner-labelled community profile. Built for established local organisations ready for a season-length campaign across the lakeshore and into Islington–City Centre West. Includes a planning call, coordination of the creative across every placement, and a closing report when the six weeks end.
A short glossary
The terms we use when we talk about a booking
- Edition
- One issue of the weekly newsletter, sent every Thursday morning to lakeshore readers.
- Sponsor line
- A short, clearly labelled paragraph naming your business, placed beside the local happenings roundup.
- Host-read mention
- A short passage read aloud by the podcast host, written from a briefing you approve before recording.
- Open count
- The number of times an edition carrying your sponsor line was opened, reported after it runs.
- Listen count
- The number of plays an episode carrying your mention received, reported per episode.
- Partner-labelled profile
- A longer article on the site, clearly marked as a paid partnership, describing your organisation in your own words.
What this covers
Facts, not projections
5
Neighbourhoods named in our coverage area, from Mimico to Islington–City Centre West.
1/wk
The newsletter and podcast both publish weekly, on a fixed Thursday schedule.
6 wks
The length of a Full Frond Partnership, our longest placement.
M–F
Our office hours: Monday – Friday, 09:30–18:00, Eastern Time.
Booking and lead times
How far ahead to plan
Newsletter sponsor lines
Reserve a slot at least one week before the edition you want, since each edition carries only a handful of sponsor lines. Creative — your business name, a short description and a link — is due three business days before the first edition runs.
Podcast mentions
Episodes record on a rolling weekly schedule. Book at least ten business days ahead so we can schedule the briefing call and fit your mention into the recording plan for that week's episode.
Full Frond Partnership
The six-week run needs a planning call at least two weeks before the first placement, since it draws on both the newsletter and podcast production calendars at once.
Access and format
We ask for creative as plain text and, where relevant, a logo or photo in a common image format. There is no dedicated ad platform to log into — everything is coordinated by email once a booking is confirmed.
Where we're read
Toronto's west lakeshore
Fiddlehead Press covers the strip of Toronto that runs along the lake west of the downtown core: Mimico, New Toronto, Long Branch and the Humber Bay shore, with coverage extending north into Islington–City Centre West. WILD ON MEDIA INC. is registered in Etobicoke (M8W), and this title reports on the lakeshore rather than the wider city core.
Mimico
Waterfront condos, the GO station corridor and the older streets north of Lake Shore Boulevard.
New Toronto
Legion streets, small retail strips and the parkland along the shore.
Long Branch
The westernmost stretch, close to the Etobicoke Creek and Marie Curtis Park.
Humber Bay shore
The high-rise waterfront between the Humber River and Mimico Creek.
Islington–City Centre West
The inland edge of our coverage, where lakeshore readers connect to central Etobicoke.
Who stands behind this
Registration and standing
Federally incorporated
Fiddlehead Press is operated by WILD ON MEDIA INC., a corporation under the Canada Business Corporations Act.
Editorial independence
Advertising placements are clearly labelled and kept separate from the newsletter and podcast's editorial content.
Direct booking
Placements are sold directly by our team — no exchange, no resold impressions, no unnamed third-party ad network standing in between.
Ready to reach lakeshore readers? Tell us which placement suits your business.
What every booking includes
Regardless of which placement you choose
- ✓A copy or script review before anything runs, so wording matches your business.
- ✓A reporting figure — open counts or listen counts — once the run finishes.
- ✓A single point of contact by email for the length of the booking.
- ✓Clear labelling of your placement as advertising, separate from our editorial coverage.
- ✓Confirmation in writing of the run dates before anything is scheduled.
- ✓The option to request a make-good if a scheduled placement is missed on our end.
Start a booking
Tell us the placement and we'll confirm dates within one business day
Fiddlehead Press
- 445 Rimilton Avenue, Suite 200, Toronto, ON M8W 2G7
- +1 416-481-2255
- [email protected]
- Monday – Friday, 09:30–18:00
- Eastern Time (ET) — Toronto
Our office
445 Rimilton Avenue, Suite 200, Toronto, ON M8W 2G7