Toronto Life has a popular twitter feed. It has many inbuilt advantages, including a lot of quality content that it can reference and leverage.
What it doesn't quite have yet, however, is a coherent content strategy. Sending out 14 tweets in under an hour, all about their Good Stuff Cheap issue makes no sense. I understand that Toronto Life (wisely) puts their previous issue online for free once the new issue hits the stands. But either send me to your table of contents or schedule your tweets throughout the day. The firehose is a blunt instrument that is only designed to work on fires and wet t-shirt contests.