A new chapter in Canadian media begins on Thursday with the launch of ‘Be Giant,’ an online publication backed by the billionaire Weston family. Operating on a non-profit model, Be Giant will focus on “solutions journalism,” highlighting innovators and initiatives addressing pressing challenges in Canada. Funded by Wittington Investments Ltd., the family’s holding company, the publication aims to steer clear of traditional advertising and subscription models.
A Vision for Solutions Journalism
The Weston family, known for their control over Loblaw Cos. Ltd. and other significant investments, first considered this media venture in early 2022. The discussions were ignited by geopolitical tensions, particularly the annexation threats posed by former U.S. President Donald Trump, which raised crucial questions about Canada’s sovereignty and economic self-sufficiency.
Galen Weston, chairman of Loblaw and CEO of George Weston Ltd., expressed the publication’s mission in a statement. “Be Giant will shine a spotlight on people and companies that are helping build a more prosperous Canada for everyone. And in doing so, remind us that the capability and ambition to thrive already exist in Canada.” While the specific financial commitment from Wittington has not been disclosed, Cornell Wright, president of Wittington, assured that the project would be well-resourced and supported in the long term.
Editorial Independence and Community Engagement
Wittington has granted Be Giant editorial independence, ensuring that the publication will not be pressured to cover topics related to the Westons or their investments. Should any stories intersect with the family’s business interests, such connections will be transparently outlined within the content.
Leading the editorial team is Alison Uncles, former editor of Maclean’s magazine, who joined the project two months ago. Uncles, with a rich background in journalism, including significant stints at the National Post and the Toronto Star, brings a wealth of experience to the initiative. “I’m really alive to the problems that local media, in particular, face. And one of the answers is philanthropy,” she noted. “It doesn’t have to always be the only answer, but it is part of the answer for media organisations in general.”
Be Giant plans to support local journalism by allowing smaller outlets to republish select stories without charge. This collaborative spirit aims to strengthen the media landscape by providing valuable content that resonates with regional audiences.
Diverse Content and Future Aspirations
The publication’s content strategy involves a mix of in-depth feature articles and concise written pieces, complemented by short-form videos. Initial topics slated for coverage include the potential use of artificial intelligence in managing 911 call backlogs, Bombardier’s innovative EcoJet research project aimed at reducing emissions, and a groundbreaking “organs-on-a-chip” technology being developed by a University of Toronto researcher.
Uncles emphasised the importance of understanding audience needs as the publication begins its journey. “At the outset, really, it’s all about building audience and figuring out what audiences want from us, and where. And then we’ll grow,” she stated. Future expansions may include hosting events, producing audio content, documentaries, or even a print publication.
The choice of the name ‘Be Giant’ reflects the project’s ambition to celebrate Canadian achievements and inspire a collective sense of purpose. Uncles expressed her enthusiasm for the publication’s mandate, viewing it as a timely response to the current global landscape filled with uncertainties.
Why it Matters
The launch of Be Giant represents not just a new media outlet but a potential turning point in how journalism can adapt to modern challenges through innovative funding models. By focusing on solutions-oriented stories and fostering community engagement, Be Giant aims to reinvigorate public discourse around pressing issues while nurturing local journalism. In an age where trust in traditional media is waning, the publication’s commitment to transparency and editorial independence could serve as a model for future media initiatives, ultimately enriching the Canadian media landscape.
