Crew Magazine is a social media magazine launched in late 2012 that aims to guide men to a sophisticated urban lifestyle through discovery and curation of content across categories like style, entertainment, travel, food and drink, and health and fitness. Content includes both short form pieces curated from the web and original long form articles. The target audience is primarily gay men in Canada, a demographic that accounts for 10% of consumer spending despite being only 7% of the population. Advertising opportunities on the site include standard banner ads as well as sponsored content pieces and custom packages.