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Lorne London has been publishing in Toronto since 1989, starting with an eight page community newspaper in his unheated basement. Today his company reaches 200,000 print readers a month and 1.4 million social media followers, while every competitor he once had in the city has folded.
In this conversation, Lorne breaks down the mindset that has kept him standing: stop chasing home runs and hit singles instead. He talks about building an Instagram presence that operates like an indie rock station, why he refuses to cover negative news, and how he grew a massive audience without paying the algorithm. He also shares what he calls "revenue agnosticism" and why local publishers struggling for survival need to fight the battle where they are strongest, not where their competitors are.
Links:
Streets of Toronto
https://streetsoftoronto.com/
on Instagram:
https://www.instagram.com/streetsoftoronto
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This podcast is sponsored by LocalPod.co, the audio platform built for local media. LocalPod.co
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Subscribe to the Local News Industry Pulse newsletter to receive a weekly briefing of news, policy, trends, and more in the local news industry: https://localnewsindustrypulse.beehiiv.com/subscribe
Learn more about your ad choices. Visit megaphone.fm/adchoices
By Paul Gewuerz5
33 ratings
Lorne London has been publishing in Toronto since 1989, starting with an eight page community newspaper in his unheated basement. Today his company reaches 200,000 print readers a month and 1.4 million social media followers, while every competitor he once had in the city has folded.
In this conversation, Lorne breaks down the mindset that has kept him standing: stop chasing home runs and hit singles instead. He talks about building an Instagram presence that operates like an indie rock station, why he refuses to cover negative news, and how he grew a massive audience without paying the algorithm. He also shares what he calls "revenue agnosticism" and why local publishers struggling for survival need to fight the battle where they are strongest, not where their competitors are.
Links:
Streets of Toronto
https://streetsoftoronto.com/
on Instagram:
https://www.instagram.com/streetsoftoronto
---
This podcast is sponsored by LocalPod.co, the audio platform built for local media. LocalPod.co
---
Subscribe to the Local News Industry Pulse newsletter to receive a weekly briefing of news, policy, trends, and more in the local news industry: https://localnewsindustrypulse.beehiiv.com/subscribe
Learn more about your ad choices. Visit megaphone.fm/adchoices

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