Last fall we reported that the Toronto Star, Canada’s largest newspaper, was planning to tear down its paywall. Instead of relying on subscriptions as a sustainable revenue stream, the Toronto Star will rely on digital advertising on its enhanced, interactive tablet edition, which is free to users.

Late last week the Toronto Star announced that its paywall would finally come tumbling down on April 1. On that date, all content on the Toronto Star’s website, TheStar.com, and on its digital devices including tablets and smartphones would be free to all users. The Star will do away with its Digital Access packages, and readers will soon get full access to all of the Toronto Star’s news, columns, investigative reports, sports coverage, multimedia features, and more. Print subscribers who also have Digital Access will see lowered subscription charges starting in April.

Why the change? Frustrated with declining print advertising revenue, the Toronto Star partnered with La Presse last year to create a more robust, interactive digital tablet addition that creates new opportunities for advertisers. Though the La Presse partnership comes with a $14 million price tag, Torstar Corporation’s CEO David Holland said the investment would pay for itself, basing his opinion on La Presse’s impressive engagement with its own audience.

Insider Take:

We’re glad to see that the Toronto Star followed through on its promise to bring down its paywall, and in a relatively timely fashion. However, we are curious to know how vastly different its new website and features will be and wonder why how they will draw advertisers in droves to justify a $14 million expense.

On the plus side, according to The Toronto Star’s media kit, TheStar.com draws more than 3.2 million Canadians to its website monthly, 66% of whom have household incomes of $75,000. TheStar.com further breaks down its demographics as follows: 54% male, 46% female; 70% between the ages of 18 to 54; and 44% with children. With such detailed data and a partner like La Presse on board, perhaps The Toronto Star has the audience, experience and vision it needs to target the right advertisers to make the investment worthwhile. We’ll provide you with updates as we learn more.