Re-branding failure: Propping up the Metro brand.

The free newspaper Metro is failing, and now that failure is being re-branded with the Torstar name. Metro is under Torstar's Free Daily News Group Inc. banner. This is a mere re-naming. There is "expanding", only consolidating, and using Torstar's name to try to reverse the chain's sagging fortunes. Metro is to Torstar as Versus is to Versace -- a diffusion line -- a cheaper brand to the original.

These cluster of papers are the subject of investigation by the Competition Bureau with Torstar's deal with Postmedia, with a couple of these titles shut down after the deal.

The sunny spinning of rot is meant to smooth over these rough inconveniences. It is the same newspaper with the same dismal fortunes; the only difference is this is a last desperate push, but it won't change what is happening or where these papers are inevitably headed...