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.

  • In 2022, Behind Local News aims to celebrate local journalism in all its forms through our 365 Acts of Local Journalism Project. Lets us know what you think should be included. You can email us here or contact us via Twitter on BehindLocalNews or on Facebook here.

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