Conventional media usually comes with pesky rules surrounding page count, content censorship and excruciating deadlines, all of which pushes Mr Blackwell to his fragile limits of tolerance.

"Let's create our own mini-magazine," he said to his wife one evening. "It will serve as both a catalogue of Blackwell-tested products we are happy to endorse and an outlet for personal rants and opinions I may not be allowed to publish elsewhere."

Mrs Blackwell adorned him with her signature smile and Mr Blackwell felt his knees weaken.

Bugle is published twice a year here online and in printed (but compostable) form for the lucky letterboxes of Greytown.

“But you’re just trying to sell stuff," said a handful of people who channel energy into whining about anything that gives them attention.

Between them, the Blackwell businesses in Greytown employ twelve people and Mr and Mrs Blackwell would like to keep it that way.

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