So yesterday I found myself at the photoshoot for the print ad campaign for DOSE.

DOSE ... DOSE, I thought to myself ... where do I know that from?

Oh ... right here at BlogTO.com.

Sent to be on stands by April 14th, DOSE is a national daily mag, not unlike an EYE or NOW targetted towards those in their early 20s.

Because of my time in the publishing world, I've developed this sense of cynicism when it comes to new magazines popping up. Frankly, they're popping up everywhere ... but here are my thoughts on what information I gathered ...

The print ad takes on an avant garde 70s feel very reminiscent of a Japanese contemporary advertisement. I suppose that's cool, but after looking at the mock ups, the message seems to be that of a very self-deprecating campaign. I'm assuming it's meant to be ironic and funny, but it doesn't get much of a chuckle out of me.

I don't know ... does the country need yet another daily newspaper? I'm thinking it's a stepping stone for CanWest to boost their readership for the National Post. You know, get them while they're young. The only reason I would pick it up would be because my friend was a model for them and it would be neat to keep it for rememberance. Granted, I haven't seen it's contents so I'll reserve my criticisms till I get my hands on a copy. I'm just slightly tired of the same things being rehashed over and over again over saturating the market.

Thank god it's free though.