//”Content That Matters” is the new ad campaign slogan for Urbanology Magazine’s Anniversary. Looking to build buzz, awareness and a subscriber base, the mag found a way to give back to do it. Throughout July, a contest called “Spot That Ad” contest will run in Toronto (where the mag planted roots). Head to a Toronto subway station to find the ad, and if you happen to spot that ad, take a photo and upload it onto Twitter,MySpace, Facebook or Flickr to get a full year subscription of the publication. I am going to keep my eyes open for it and post here if I catch it.