Medial builds the
missing middle
between discovery & desire.
Most ads send people straight to the point of sale. That’s a big ask from a stranger. We put a third-party story in between these moments to do the work of consideration, so the people who reach you are ready to buy, book or visit.
The trust of a good story.
The measurement of a good ad campaign.
The trust of a good story.
The measurement of a good ad campaign.
Medial creates commissioned editorial campaigns, custom audiences, paid distribution and focused publishing platforms designed to move people from discovery to desire.
We write stories people actually want to read, then put them in front of the people most likely to care. Every story gets its own audience, and your distribution budget determines how far it reaches. Every campaign is measured, so you can see the attention, engagement and action your story creates.
No ads. No related reads.
No distractions.
Your story gets the page to itself. No competing offers, no clutter, no endless stream of other content. Just a focused editorial experience designed to hold attention long enough for understanding, interest and intent to build.
No ads. No related reads.
No distractions.
Your story gets the page to itself. No competing offers, no clutter, no endless stream of other content. Just a focused editorial experience designed to hold attention long enough for understanding, interest and intent to build.
Every story gets
its own audience.
You might be used to asking a publication about its reach. The problem is that a publication’s total audience tells you very little about how many of those people will actually see, care about, or engage with your story.
Built on 20+ years of publishing experience, we pair gorgeous, distraction-free editorial with intelligent audience data and paid distribution. We identify the people most likely to care, then put the story directly in front of them.
Every story gets
its own audience.
You might be used to asking a publication about its reach. The problem is that a publication’s total audience tells you very little about how many of those people will actually see, care about, or engage with your story.
Built on 20+ years of publishing experience, we pair gorgeous, distraction-free editorial with intelligent audience data and paid distribution. We identify the people most likely to care, then put the story directly in front of them.
The places that once carried credible stories are shrinking.
The places that once carried credible stories are shrinking.
For 20 years, we’ve worked in publishing, telling stories for brands through independent editorial voices. We’ve seen what happens when the right story appears in the right environment. It carries more weight. People pay attention differently when someone credible is helping them understand why something matters.
The problem is that those environments are getting harder to find.
Newsrooms have shrunk. Lifestyle sections have disappeared. Editorial teams have fewer people, fewer pages and fewer opportunities to tell commercial stories well. And when credible placement is available, it can be expensive, fleeting and difficult to measure.
There are simply fewer places left where a brand can be talked about with real perspective, in a setting people trust.
That’s the gap Medial is built for.
WHAT REPLACES A SHRINKING MEDIA MODEL?
Credible editorial.
Real expertise.
Paid distribution.
The old model worked because skilled editors, writers and publishers knew how to tell a story people would actually read, and credible publications gave that story weight.
Medial keeps that value, then adds the part traditional publishing was never built to control: distribution. We bring together perspective + provenance, experienced editorial judgment, and paid media expertise to create gorgeous stories and put them in front of the people most likely to care.
WHAT REPLACES A SHRINKING MEDIA MODEL?
Credible editorial.
Real expertise.
Paid distribution.
The old model worked because skilled editors, writers and publishers knew how to tell a story people would actually read, and credible publications gave that story weight.
Medial keeps that value, then adds the part traditional publishing was never built to control: distribution. We bring together perspective + provenance, experienced editorial judgment, and paid media expertise to create gorgeous stories and put them in front of the people most likely to care.
Editorial people want to read.
Distribution built to make sure they do.
Editorial people will want to read.
Distribution built to make sure they do.
CAMPAIGNS & PLATFORMS
The platforms that move people from discovery to desire.
Medial develops focused publishing platforms around subjects where credible independent stories can influence what people discover, understand and choose.
Some are established. Some are growing. Some are being built with partners.
LIFESTYLE / CONSENSUS
bestever.guide
BestEver.Guide turns scattered recommendations into credible editorial consensus. We look across creator posts, reviews, media coverage, search results, community discussion and expert recommendations to find where independent voices begin pointing in the same direction.
Consensus campaigns turn that agreement into a story, then use paid distribution to put it in front of people already considering what to choose.
Opportunities: consensus campaigns, commissioned editorial, category campaigns, reputation-led campaigns, paid distribution.
Food / Wine / RECIPES
toast.wine
TOAST creates commissioned food and wine campaigns built around original editorial, Red Seal Chef developed recipes, professional food photography and styling, and paid distribution.
We work with wineries, food brands and producers that want their products experienced through pairing, recipes and beautiful original storytelling.
Opportunities: food and wine campaigns, commissioned recipes, wine pairing campaigns, professional food photography and styling, product launches, paid distribution.
MIDLIFE / VITALITY
empowerful.ca
Empowerful explores what happens when capable midlife women have spent so long managing everything that they can barely register the life they’re living. Its editorial territory includes depletion, cognitive saturation, attention, memory, meaning, relationships and restored capacity.
It creates room for brands, experts and organizations whose work genuinely belongs in that conversation.
Opportunities: commissioned editorial, sponsored series, research partnerships, brand partnerships, strategic investment.
AUDIOLOGY
hearingempowered.ca
Hearing Empowered helps independent hearing clinics attract new patients through education, Google Search and paid media, while helping people understand what good hearing care actually looks like.
The model combines trusted educational content, relational care positioning and ongoing regional clinic partnerships to reach people already thinking about their hearing.
Opportunities: regional clinic partnerships, new patient acquisition, Google Search campaigns, paid social, relational care positioning, educational content.
Real estate + home + local life
coming soon
.Community is a city-based publishing network exploring how developments become communities, what people grow attached to, and how the places we live become particular over time.
Its stories look at new and mature communities, housing, architecture, public spaces, neighbourhood businesses, local institutions, home improvement, landscaping, interiors and the people who shape everyday life in a city.
For developers, home and service brands, local businesses and major organizations, .Community creates credible ways to participate in the story of a place, from commissioned editorial to long-term sponsorship.
Opportunities: commissioned stories, corporate sponsorships, category partnerships, local business partnerships, strategic investment partnerships.
SEE IT IN ACTION
View Sample Editorial + Commissioned Stories
RAVE REVIEW FROM A CLIENT
Four campaigns later, here’s what they had to say.
Working with Michelle and Steve at BestEver.Guide has been a truly wonderful experience. As the Wine Club & Marketing Manager at Clos du Soleil Winery, I had the pleasure of working with them on four food and wine pairing campaigns, and I couldn’t recommend them more highly.
From the very beginning, Michelle and Steve were incredibly easy to work with. They are patient, caring, and kind, just genuinely lovely people who bring a very human approach to their work. They listened carefully to what we were looking for, were always responsive and accommodating, and made the entire process feel effortless.
And professionally? They are exceptionally creative. The recipes they developed, the photography and imagery they produced, and the overall quality of the work were truly spectacular. They not only have a wonderful ability to take an idea and turn it into something beautiful and incredibly smart, but they also have an uncanny ability to make sense of what you are looking for and need, even when you are unable to fully articulate it yourself! An invaluable instinct and skill.
The value for money is also excellent. Their costs are incredibly reasonable, particularly when you see the calibre of what they deliver. The quality, creativity and care they put into every project far exceed what you might expect for the investment.
For us, it was a 5-star experience from start to finish. If you’re looking for talented, creative and genuinely lovely people to work with, I would wholeheartedly recommend Michelle and Steve at BestEver.Guide. They really are the best ever!
Belinda Rose-Innes
Wine Club & Marketing Manager
Clos du Soleil Winery
CAMPAIGN PHOTOGRAPHY + CREATIVE
Medial produces product, food and lifestyle photography designed to work across editorial, paid media, websites, social and campaign creative. From styled product shoots to people, places, food and real-life moments, we create the visual assets the story actually needs.
Michelle Stewart
Founder, Publisher + Media Strategist
Michelle Stewart has spent more than 20 years working across publishing, editorial strategy, media buying, audience development and branded content.
Her experience spans programmatic, paid social, Google Search, analytics, attribution, audience targeting and AI-driven discovery, giving her a rare view of the entire path from story to audience to action.
She has built publishing properties across lifestyle, food and wine, hearing, midlife and local community media, and developed commercial models around commissioned editorial, sponsorship, paid distribution and partnerships.
Michelle leads publishing strategy, platform development, audience strategy and paid media, connecting the pieces that are often handled separately: editorial, distribution, search, AI discovery and measurement.
Her focus is simple: create credible stories people want to spend time with, then make sure the right people actually see them.
Steve Stewart
Red Seal Chef + Photographer
Steve Stewart brings a rare combination of culinary expertise and visual production to Medial. He’s a Red Seal Chef, photographer and videographer with experience across food, wine, hospitality, people and product creative.
His work spans recipe development, food styling, campaign photography, lifestyle imagery, product shoots and video, giving Medial the ability to create original visual assets around the story rather than relying on generic campaign content.
Steve’s culinary background is especially valuable for TOAST, where recipes, pairings and food campaigns are developed with real kitchen expertise behind them. He understands how food needs to taste, photograph and perform as part of a broader editorial idea.
Steve leads creative production across photography, video and food, helping turn strategy into work that feels considered, distinctive and genuinely worth looking at.
OPPORTUNITIES
Partner with Medial.
Medial is growing a portfolio of focused publishing platforms, each with its own audience, commercial model and opportunity.
We’re open to conversations with people and organizations who want to advertise through them, sponsor them, help scale them, invest in them or build something new with us.
Some relationships begin with a campaign. Others grow into long-term partnerships, strategic investment or ownership conversations. We’re interested in finding the right fit for the right platform.
