MyLondon joins Substack with email service for Walthamstow

A new daily newsletter has launched for a London borough, the latest service to grow from a company’s email innovation lab.

E17 is also publisher Reach’s first newsletter on Substack and is a Monday to Friday digest of what’s going on in the east London borough of Walthamstow.

Liz Hazelton, editorial director of MyLondon, said: “It’s a combination of news, views and food, which is perhaps unsurprisingly popular in an area undergoing considerable change and bursting with new businesses.

“This is a new approach for us — but fits into MyLondon’s commitment to covering the entirety of the city with reporters dedicated to every borough.

“A daily newsletter focusing on a specific town gives us the chance to get under the skin of what’s going on in a relatively small geographical area.”

So why Substack?

Liz added: “Newsletters have been front and centre of Reach’s strategy for a while now and it seemed a great chance to experiment with a different platform.

“The user experience for the writer and the reader is brilliantly simple — and also gives us an opportunity to try out a route to new audiences. Over time and as subscriptions increase, we hope to build a community.

“A couple of weeks on from launch and have just under 500 subscribers. We’ve promoted on the MyLondon site and its social channels — but growth has been sustained and organic.”

You can sign up to E17 here.

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