From Local News to a Lifestyle Empire: The Inspiring Journey of Marc Astley
In a bold transition showcasing the evolving landscape of journalism, **former regional newspaper editor Marc Astley has launched a remarkable array of 14 online lifestyle publications**. Venturing away from traditional local news, Astley’s journey reflects both the challenges and opportunities in the digital media age.
A Passionate Pursuit
Though Astley is still on the quest for the elusive pot of gold that would make journalism lucrative in today’s economy, his **passion and tenacity are beginning to bear fruit**. With an unconventional start to his career, Astley left school at 16 without O-Levels to pursue a **semi-professional speedway career**. After the tragic loss of three friends to the sport, he shifted gears to music, joining the band The Sinatras, which found moderate success supporting renowned artists like Deacon Blue and Billy Bragg.
The Shift to Journalism
Returning to education, Astley eventually snagged a job at the **Leicester Mercury** through work experience. His trajectory through the world of local journalism reflects a classic narrative of the ’90s and early 2000s—he advanced from reporter to news editor and finally to the role of editor at the Exeter-based **Express & Echo**. However, after six fruitful years, the harsh realities of the industry’s decline forced Astley to re-evaluate his path.
The Birth of a New Era
After witnessing a dramatic reduction in his newsroom from 67 staff to fewer than 20, Astley made the tough decision to step down in 2011 and launch his own PR firm. Yet, after just four months, **the call of local journalism lured him back**, culminating in the launch of **The Exeter Daily** in May 2012—an innovative platform aimed at user-generated local news.
Despite the promise of further ventures mirroring the Exeter Daily model, Astley found that **replicating success across different markets proved challenging**. Just when he seemed at a crossroads, a conversation sparked a new opportunity: helping a friend establish a lifestyle blog.
From One to Fourteen
Astley helped create **The Lifestyle Daily**, and its initial success paved the way for an impressive expansion into **14 distinct lifestyle sites**. These publications cover a diverse range of interests from home education to women’s football and beyond. **Every new title stemmed from individuals passionate about their niches**, showcasing their expertise—a key element in Astley’s unique approach to content creation.
Empowering the New Wave of Content Creators
The most recent addition, **The Boating Daily**, marks a shift as it is the first site helmed by someone with established journalistic experience. The others have thrived under the guidance of individuals driven by passion, rather than formal qualifications.
Astley’s model involves **collaborative partnerships with aspiring writers**, allowing them to keep their initial earnings while sharing profits beyond that point. Each partner receives support in the form of website maintenance and guidance, fostering an environment where they can flourish creatively.
Despite the challenges faced, Astley’s venture—**The Daily Ltd**—is reportedly generating a six-figure revenue. His ambitious goal? To expand to **30 lifestyle sites within the next five years**. The company’s revenue stream stems primarily from sponsored content, complemented by a modest amount of conventional advertising. They maintain strict standards, only accepting 5% of pitched sponsored articles to ensure content relevance and quality.
Rethinking Journalism in the Digital Age
When asked whether his approach blurs the lines between traditional journalism and the influencer landscape, Astley acknowledged the striking resemblance. He emphasizes, however, that **what he’s created is not intended to replace professional journalism**. Instead, it offers a fresh perspective that reconnects local communities with content that matters to them.
“We need to stop being so stuffy about what we do,” Astley asserts. By inviting passionate individuals to contribute, he believes it creates a platform that not only fills gaps left by declining local journalism but also reinvigorates the community spirit.
For those interested in joining this evolving landscape, Astley remains open to potential partnerships—an invitation for passionate voices to emerge in the realm of lifestyle journalism.
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