For many people in Canada, morning coffee and the morning newspaper go hand in hand even in this day and age of changing customs and technologies, which is precisely why the country's biggest newspaper is launching an innovative new coffee delivery service to boost revenues and engage with Torontonians.
The 'Headline Coffee' service allows people living in the Greater Toronto Area to receive fair-trade and high-quality whole-bean or ground coffee for a monthly price of $20. Each month, subscribers are sent a shipment of coffee from a different part of the world.
The decision by Canada's biggest newspaper to venture into the coffee delivery service makes for an innovative measure to boost its financial health at a time when newspapers across North America are laying off employees and losing money. It's a great example of a media brand venturing into a different but culturally related field in an attempt to boost flagging fortunes.