Edward Lloyd was keenly interested in advertising. It had the potential to generate substantial income and so allow the paper's cover price to be kept low. In time it contributed about 40% of "Chronicle" revenues. Demand was strong enough to charge a good price per line but, even so, advertising had to be limited to no more than half the paper. The lobby at 81 Fleet Street served as an informal labour exchange where advertisers and targets would search each other out in person.