In April 2022, veteran journalist Anita Li launched The Green Line, a Toronto-based newsroom focused on engaging younger audiences — particularly Millennials and Gen Z. The Green Line addresses local concerns through a community-driven approach that serves diverse communities with in-depth stories, engaging social media content and live events meant to create conversation and action that leads to change.
“I grew up in a suburb of Toronto that was very diverse and largely ignored by most news outlets. I wanted to create something deeply connected to the community,” said Li, founder and CEO of The Green Line.
Li’s career spans legacy and digital media, with roles at CBC, The Toronto Star and Mashable. Frustrated by the lack of engagement between newsrooms and their audiences, she envisioned a model that would inform and empower communities. “I combined the best of Canadian legacy media with my experience in American digital media, gaining insights into analytics and audience engagement,” she said.
The Green Line’s approach integrates solution-oriented, in-depth storytelling with community engagement events, creating a two-way conversation with its audience. Currently, the team comprises three full-time staff members — Li, a community editor and a recently hired managing editor — along with 10 part-time staff and freelance contributors, including a local comedian who helps the team connect with audiences on TikTok and at live events.
The Action Journey: A unique model
During the pandemic, Li outlined a model for reporting that she calls their Action Journey — a monthly four-stage cycle. It starts with an explainer story introducing a local issue, followed by a deeper feature and an in-person event where residents, experts and advocates meet to discuss the issue and potential solutions. The final stage synthesizes the event’s takeaways and provides clear next steps for community action.
The team has covered issues such as housing scarcity, food prices, social isolation and finding your community. Their website includes guides on what to do if you are late with your rent and tools like a cost of living calculator and a city food guide.
The team integrates creator-driven approaches, giving The Green Line a mix of traditional journalism and influencer culture. “I would consider myself a journalist first, not an influencer. But I don’t have a disdain for influencers. I think what they’re doing is really intelligent, and they understand how to connect with their communities,” she said.
Sustainability and future growth
Partnerships are a key element for audience expansion and revenue. One of Li’s most significant partnerships has been with a local television outlet, CityTV, producing biweekly segments of a show called "Your Community" — extending their audience.
While The Green Line has received some grant support through its nonprofit partnerships, the newsroom is a for-profit venture. “It has been important for me to prove that a for-profit model could work while doing community-focused journalism,” Li said. “I won’t feel it’s really sustainable until I can support salaries for 10 full-time staffers, at fair wages.”
As The Green Line grows, Li said she plans to create a strategic plan this year to help focus on revenue growth and further extend the model.
“For me, it’s about creating something that’s sustainable, that can outlive me in the long term, and that continues to have an impact,” said Li. “But the bigger thing is to build a model that can be replicated. I want to make this available for more people to do in their communities.”
Diane Sylvester is an award-winning 30-year multimedia news veteran. She works as a reporter, editor and newsroom strategist. She can be reached at diane.povcreative@gmail.com.
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