St. Joseph Expands Custom Content Division with Totem Acquisition

For Immediate Release

(TORONTO, ON) June 13, 2018 – St. Joseph Communications announced today the acquisition of Totem, a Toronto-based content agency, from Yellow Pages Ltd. Totem will now operate under Strategic Content Labs, the custom content arm of St. Joseph Media that creates print and digital products, and provides content solutions for some of Canada’s leading brands and institutions.

Founded as Redwood Custom Communications, Totem was one of the earliest players in Canada’s quickly growing content marketing scene, and is known for its innovative content creation, executional and experiential capabilities.

“We look forward to working with Totem and its clients to not only maintain the great level of service being provided, but to supplement it with the expanded capabilities available through Strategic Content Labs and St. Joseph’s complete range of business offerings,’’ said St. Joseph Media President Douglas Kelly.

Totem’s biggest clients include the Canadian Automobile Association (CAA) clubs of South Central Ontario, Niagara, North and East Ontario and Atlantic Canada, for which it produces the quarterly CAA Magazine and provides other services such as media sales. Adding this roster to the three magazines already produced by Strategic Content Labs (AMA Insider for Alberta Motor Association, and CAA Magazine for CAA Manitoba and CAA Saskatchewan) will create a combined readership of 4.5 million for the seven clubs, providing advertisers with unparalleled distribution and penetration across much of Canada.

Other Totem clients include Acura in the United States (content and digital services) and The Hockey News (print and digital sales). Totem also has a robust print, digital, and experiential sales operation, which sells into a network of global brands including British Airways, Porter, Eurostar, Mandarin Hotels and The London Magazine.

“St. Joseph is very excited to add Totem and its clients to our business offering. It is a perfect fit in terms of our Media Group’s audience, sales, services and strategic direction,’’ said Tony Gagliano, Executive Chairman and CEO of St. Joseph Communications.

Totem will be able to take advantage of a number of St. Joseph Media’s capabilities such as strategy and consulting, research, events, consumer marketing and production, and a large in-house digital design and development group to support current and future clients. Totem General Manager James McNab will report directly to Mr. Kelly.

Launched four years ago, Strategic Content Labs has won custom content business spanning the consumer products, travel, culture, association, university and college, and government sectors. Its clients have included Grey Goose, Greater Toronto Airport Authority, National Music Centre, University of Guelph and Heritage Canada.

St. Joseph Media’s stable of brands, including Toronto Life and FASHION Magazine, provides custom content solutions for its clients in collaboration with Strategic Content Labs.

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For further information please contact:
Douglas Kelly
St. Joseph Media
416 364 3333 Ext. 3094

About St. Joseph Communications, Media Group
St. Joseph Communications, Media Group is Canada’s largest privately held media company and a wholly owned division of St. Joseph Communications. St. Joseph Media publishes some of Canada’s most iconic and celebrated media brands including Toronto Life, FASHION Magazine, Weddingbells, MARIAGE Québec, Ottawa Magazine, Quill & Quire, Canadian Family, Title, Torontoist, and the Where Group of Magazines in Vancouver, Calgary, Ottawa and Toronto. St. Joseph Media also operates Strategic Content Labs, which creates custom content, websites, apps and content management solutions for some of Canada’s leading brands and institutions. Visit