Last spring, when Tasneem Raja and her husband, Chris Groskopf, launched a hyper-local digital magazine in Tyler, Texas, they were more newsroom colleagues than business partners. The longtime journalists spent the first six months filling The Tyler Loop with data journalism and enterprise stories rather than soliciting advertisers or seed funders.
“Our plan was to take our skills as national journalists and apply them in our own backyard,” said Raja, the editor and publisher. “Let’s test the waters to see what type of appetite there is for in-depth magazine or alt-weekly-style reporting. The experiment we’re going to run is whether there’s even an audience for this thing before we then start running experiments about revenue and sustainability.”
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