Boosted by growing community engagement and new funding, media company WhereBy.Us, publisher of The New Tropic, announced its first expansion outside South Florida. The Miami startup is taking its New Tropic model to Seattle, “with more cities on the way,” said CEO and co-founder Christopher Sopher.
The New Tropic serves up a daily newletter, with about 30,000 subscribers, stories and tools on its website, such as a how to decipher ballot initiatives or understand sea level rise and its engaging neighborhood guides. It also partners with organizations that run events, and produces some of its own.
Through the expansion, a Seattle team of journalists has started a sister company, Evergrey, which launched a digital newsletter last week with plans for a website and events to quickly follow. The New Tropic has raised $750,000 from Knight Foundation’s Enterprise Fund, the AGP Miami angel network, Tilia Media and other angel investors. WhereBy.Us’s staff has expanded from three to 13 in the past two years.
The funding will help Whereby.Us expand to new markets but also continue building a technology platform for serving and engaging the Miami community, particularly millennials. The New Tropic will be launching a new version of its website in the coming months and plans a couple of local conferences in addition to expanding to new cities next year. The community-focused mission isn’t changing, Sopher said: “We’re diving deeper into it and running faster.”