About Fiddlehead Press
A weekly newsletter and podcast reporting on the neighbourhoods along Toronto's west lakeshore.
Who we are
Fiddlehead Press began as a Thursday-morning newsletter for readers along Mimico's waterfront and has since grown into a weekly podcast covering New Toronto, Long Branch, the Humber Bay shore and Islington–City Centre West as well. The name comes from the fiddlehead fern — a tight, unfurling spiral — which is how we think about covering a neighbourhood: starting small and opening outward one edition at a time.
Fiddlehead Press is a publication operating as WILD ON MEDIA INC., a federally incorporated company registered in Etobicoke. The masthead and the podcast are ours; the advertising sold across both is sold and produced directly by our own small team, with no outside ad network involved.
We publish every week, without exception, on a fixed Thursday schedule for the newsletter and a rolling weekly schedule for the podcast.
What we do
Alongside our reporting, we sell three advertising formats directly to local businesses and organisations — a newsletter sponsor line, a podcast mention and a longer six-week partnership. Full descriptions and prices are on our Advertise page.
- Sprout Newsletter Mention
A short sponsor line beside our local happenings roundup.
- Lakeshore Podcast Mentions
Host-read mentions across three weekly episodes.
- Full Frond Partnership
A combined six-week presence across every format we sell.
Where we are
Our office is at 445 Rimilton Avenue, Suite 200, Toronto, ON M8W 2G7, in Etobicoke. From there we cover the lakeshore strip that runs from Mimico through New Toronto and Long Branch to the Humber Bay shore, with coverage reaching north into Islington–City Centre West. We work Monday – Friday, 09:30–18:00, Eastern Time.
Who provides the services
Editor and host
Writes and edits the weekly newsletter, hosts the podcast, and reads every advertising mention live in the episode.
Production coordinator
Handles briefing calls, scheduling and the reporting figures sent after each placement runs.
Advertising contact
Answers enquiries from the contact form and confirms bookings and run dates in writing.
How we work
Editorial first
Advertising is written and scheduled separately from our reporting, and every placement is labelled as advertising.
One review before it runs
Every mention or sponsor line is reviewed with you before it publishes, so nothing goes out that you haven't seen.
Direct communication
Bookings are coordinated by email with one point of contact, not a self-serve dashboard.
Questions about who we are or how a placement works?
A note on terms
- Edition
- One issue of the weekly newsletter.
- Sponsor line
- A labelled paragraph naming an advertiser, run beside our roundup.
- Partner-labelled profile
- A longer article, clearly marked as paid, describing an organisation in its own words.
- Make-good
- A replacement run offered if a scheduled placement is missed on our end.
What we don't do
We don't run a self-serve advertising platform, resell impressions through a third-party exchange, or take national campaigns outside our lakeshore coverage area. We also don't offer editorial coverage in exchange for a booking — advertising and reporting are kept separate.
A few common questions
Do you cover neighbourhoods outside the west lakeshore?
No. Our reporting and advertising both stay within Mimico, New Toronto, Long Branch, the Humber Bay shore and Islington–City Centre West.
How do I approve a mention before it runs?
We send the written copy or the podcast script for your sign-off before anything publishes or records.
What payment methods do you accept?
We accept standard Canadian payment methods and confirm details once a booking is agreed. See our FAQ for more.
On pricing
All three of our advertising formats are priced on the Advertise page in Canadian dollars, with no extra production fee tacked on afterwards. What you see there is the complete rate card.
Registration
WILD ON MEDIA INC.
Federally incorporated and under the Canada Business Corporations Act. Full registry details are on our Legal Information page.
Registered address
445 Rimilton Avenue, Suite 200, Toronto, ON M8W 2G7.