Local Media HQ

Uriah Kaiser has been covering Northern Virginia through Potomac Local News since 2010 — longer than most people in this space have been paying attention to it. In this episode, he and TJ Larkin dig into what it takes to build a sustainable, multi-revenue local media business over the long haul.From paywall strategy to AI adoption to YouTube growth, Uriah pulls back the curtain on what's actually working right now. Key takeaways include: start with free content to build brand before adding a paywall; use email capture walls strategically to grow your list fast; feed AI accurate inputs (like meeting transcripts) to get high-quality content out; build your YouTube channel around consistent topics so the algorithm can place your content; and get physically present in your community if you want to close ad deals. Uriah's model blends hard journalism with community content, and it's a useful roadmap for anyone building a local newsletter or media brand today.Connect with Uriah Kaiser: Website: PotomacLocal.com X: @PotomacLocal | @UriahKaiserBuild your own local media business:https://localmediahq.com/  https://lightbreak.ai/Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletter #LocalJournalism #NewsletterBusiness #CreatorEconomy #LocalMedia #NewsletterGrowth #AIForCreators #HyperlocalNews #ContentCreatorTips #NewsletterMonetization

Justin Gordon quit his job at a venture firm to start a newsletter. Nine months later, he crossed $100K in revenue.In this episode, Justin breaks down exactly how he built the LA Grind and SF Grind into real businesses. Not just newsletters. Businesses with events, sponsorships, and a paid membership that grows every single month.We get into the specifics: how he closes $5K event sponsors like JustWorks and Citizens Private Bank, how he hosted a 250-person event with a 280-person waitlist, and the exact funnel that turns free newsletter subscribers into paying members at $59/month.Justin also talks about selling his previous newsletter (Just Go Grind) through Acquire.com and why he went all-in on local over national.If you're building a newsletter, running events, or trying to figure out how to actually make money in local media, this one is packed.What we cover:Crossing $100K revenue in 9 months with the LA GrindLaunching a second newsletter (SF Grind) and hitting 2,000 subscribers fastHow to get enterprise sponsors for local eventsBuilding a paid membership alongside a free newsletterSelling a newsletter and why focus mattersThe content expansion plan: deal flow, founder profiles, and startup newsWhy local beats national for newsletter monetizationConnect with Justin:The LA Grind: https://thelagrind.com/The SF Grind: https://thesfgrind.com/Build your own local media business:https://localmediahq.com/  https://lightbreak.ai/Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletter #NewsletterBusiness #StartupCommunity #EventSponsorship #NewsletterMonetization #CommunityBuilding #LocalMedia #FounderEvents #NewsletterGrowth #PaidMembership

Michelle Rueda shares how she grew What's Weird ATX to nearly 5,000 subscribers without spending a single dollar on advertising. As an engineer with over 16 years of experience, she built Social Radar, an iOS app that notifies her whenever someone on Reddit asks questions relevant to her Austin events newsletter. Instead of spending hours searching Reddit manually, the tool alerts her to opportunities where she can authentically engage and provide value. Her approach has generated as much as 1,000 subscribers from a single comment.The key to Michelle's success is maintaining authentic, human responses rather than using AI-generated content. She emphasizes the importance of genuinely answering specific questions and building trust through real engagement. By focusing on providing value first and mentioning her newsletter naturally when relevant, she's built strong brand recognition in the Austin community. Michelle also discusses the importance of building Reddit karma before actively promoting, ensuring your account has credibility within the community before engaging in promotional activities.In this conversation, Michelle and TJ explore the future of local newsletters, the role of AI-assisted creator brands, and how maintaining human authenticity while leveraging technology creates sustainable growth. Michelle is currently working on expanding Social Radar into a managed service and developing an events tool for major metro areas, helping other newsletter operators grow their audiences organically.Michelle Rueda runs What's Weird ATX newsletter at whatsgoodatx.beehiiv.com. Learn more about Social Radar at trysocialradar.com. If you're interested in the events tool for major metro areas, reach out through the Social Radar website.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #NewsletterGrowth #RedditMarketing #LocalNewsletter #OrganicGrowth #ContentMarketing #CommunityBuilding #AustinTech #NewsletterStrategy #SocialRadar #MediaBusiness

Tad Moore runs NWA Daily, a 41,500-subscriber local newsletter in Northwest Arkansas with a 54% open rate and 7% click-through. What started as a content writing gig in 2020 evolved into Director of Operations and eventually Strategic Advisor as they expanded beyond the newsletter into real estate and consulting. Most growth came organically through social media, collaborations, and giveaways rather than Meta ads. They're part of Around Town Media, operating newsletters across multiple cities including Kansas City.The conversation reveals their creative referral strategy: donating $1 to local nonprofits for every referred subscriber instead of traditional discounts. Tad explains how they maintain healthy relationships with "competing" newsletters in the same region, sharing ideas freely because local focus eliminates real competition. They've since launched Skipstone, a real estate brokerage, and Skipstone Group, which helps others start local newsletters. The episode dives into the challenges of building custom newsletter platforms versus using established providers, with honest takes on AI tools and email deliverability.Check out NWA Daily at nwadaily.com, Skipstone Group at skipstonegroup.com, or connect with Tad Moore on LinkedIn.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletter #NewsletterBusiness #NWADaily #EmailMarketing #ContentCreation #BeehiveNewsletter #LocalMedia #CommunityJournalism #NewsletterGrowth #AroundTownMedia

Book a demo at lightbreak.ai to see our newsletter software in action!Shane Brady joins TJ Larkin to discuss the current state of local newsletters and media businesses. Shane operates multiple newsletters with approximately 32,000 total subscribers, with his largest newsletter reaching 12,000 subscribers. They cover the surprising interest from legacy media companies looking to acquire newsletter businesses, including Shane's recent conversations with an established local media company exploring potential acquisition. The discussion reveals how traditional publishers are becoming aware of the creator-led newsletter movement and the strategies being used to grow subscriber bases through Meta advertising.The conversation dives into practical growth strategies, including Meta ad acquisition costs, three-times-weekly publishing schedules, and monetization through local business advertising. Shane and TJ discuss why legacy media companies have mastered monetization but struggle with modern growth tactics, while independent newsletter operators have figured out subscriber acquisition but often face monetization challenges. They explore the hesitation legacy media has toward using Meta ads, both because they view Meta as a competitor for local advertising dollars and due to philosophical resistance to paying for audience growth.Key insights include the importance of time management for newsletter operators, focusing on efficiency over perfection, and understanding your core business goals, whether that's direct revenue, building a personal brand for political aspirations, or leveraging newsletter expertise to launch a digital marketing agency. Shane and TJ also introduce their new partnership on lightbreak, newsletter software designed for local publishers, and announce their upcoming podcast "Media Creates Leverage" focused on how media brands create business opportunities beyond advertising.Shane Brady Contact: Lightbreak.ai for newsletter software demos and partnerships. Follow Shane's work with local newsletters and connect regarding Media Creates Leverage podcast through TJ Larkin's channels.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletters #NewsletterBusiness #MetaAds #LocalMedia #NewsletterMonetization #CreatorEconomy #MediaBusiness #DigitalPublishing #NewsletterGrowth #EntrepreneurPodcast

Keith Pepper, owner of Rough Draft Atlanta, shares how he acquired a legacy print media company during the height of the pandemic and transformed it into a profitable, digital-first local media brand. The conversation explores the realities of owning and operating a modern community news business.Keith explains why print still represents more than 70 percent of Rough Draft’s revenue, how saturation mail distribution changes advertiser value, and why weekly and monthly print products can still thrive. He also breaks down the role newsletters play as the “new morning paper” for local audiences.The episode dives into ad sales strategy, sponsored content, newsletter monetization, and why focusing on high-value advertisers is critical. Keith also discusses scaling cautiously, acquiring complementary publications, and building sustainable local journalism without venture capital pressure.Guest contact information:Website: https://roughdraft.news/LinkedIn: Keith PepperSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalMedia#Newsletters#MediaBusiness#DigitalPublishing#PrintMedia#CommunityNews#AdSales#MediaEntrepreneur#LocalJournalism#RoughDraftAtlanta

Social media has become the fastest and most effective way to build a local media brand, and Jacob Espinoza is proving it. In this episode, TJ Larkin and Jacob walk through how creators are replacing newspapers and local TV by delivering timely, trusted information directly on Instagram.Jacob shares lessons from growing What’s Happening Salem to tens of thousands of followers, including the content formats that perform best, how to stay consistent without burning out, and why social proof matters when working with local businesses. They also explore monetization strategies, from sponsored posts to content creation for partners.The episode wraps with a forward-looking discussion on AI, trust, and why being visibly local is becoming more valuable, not less. If you’re early in local media or considering launching a city-focused brand, this conversation provides a realistic roadmap.Guest Contact Information:Jacob EspinozaCommunity: The Local Social ClubWebsite: https://school.com/thelocalsocialclubInstagram: @whatshappeningsalemSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalMedia#SocialMediaStrategy#LocalNews#InstagramGrowth#CommunityBuilding#ContentCreators#DigitalMedia#LocalBusinessMarketing#CreatorEconomy#LocalSocialClub

Amy Vartenuk joins the podcast to share how she’s building Clevelandish, a modern local newsletter focused on connection, positivity, and personality. Funded by a local business owner but operated independently, Clevelandish offers a unique hybrid model for local media entrepreneurs.Amy explains how polling readers, encouraging replies, and leaning into her own perspective helped differentiate Clevelandish from traditional media outlets. She also discusses how being creator-led makes the brand more resilient in an era of AI-generated content.Listeners will hear real-world insights on paid subscriber growth, advertiser outreach through Instagram DMs, and why not every advertiser is the right fit. Amy emphasizes sustainability, creative freedom, and designing a media business that supports long-term growth rather than burnout.Guest Info:Clevelandish Website: https://clevelandish.comSocials: @clevelandish_oh (Instagram, TikTok, Facebook)Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletter#LocalMedia#CreatorEconomy#EmailMarketing#NewsletterGrowth#MediaBusiness#CommunityBuilding#Cleveland#DigitalMedia#Entrepreneurship

Why do legacy media companies earn more ad revenue even when local newsletters often have higher engagement? In this conversation, Justin Moore explains the disconnect and outlines how modern local media operators can position themselves as high-value partners to advertisers.Topics include how to pitch sponsorships without racing to the bottom on price, why Instagram and video content carry outsized value for local businesses, and how custom, goal-based proposals outperform generic ad packages. Justin also shares tactical advice on outbound pitching, video proposals, and identifying the right advertisers to target.This episode is designed for local publishers who want to move beyond low-dollar ads and build a real sponsorship business.Guest: Justin MooreWebsite & Book: https://sponsormagnet.com/Podcast: Sponsor Magnet PodcastLive Event: https://sponsorgames.com/Use code “TJ500” for $500 offSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalMedia #NewsletterBusiness #Sponsorships #MediaMonetization #CreatorEconomy #LocalAdvertising #JustinMoore #SponsorMagnet #DigitalPublishing #MediaStrategy

Dan Oshinsky joins TJ Larkin to unpack what it really takes to build a sustainable newsletter business in 2025 and beyond. With over a decade of experience leading newsletter strategy at major media companies, Dan explains why newsletters are still early and where the biggest opportunities exist today.The discussion covers niche selection, local newsletters, audience trust, and how creators can combine newsletters with social media, events, and community building. Dan shares real examples of newsletter operators who turned small audiences into six-figure businesses by focusing on value, consistency, and relationships.If you’re struggling with ad sales or unsure how to monetize your newsletter, this episode offers practical advice on building partnerships, following up with advertisers, and creating long-term revenue instead of chasing quick wins.Guest: Dan OshinskyWebsite & Newsletter: https://inboxcollective.com/Newsletter Advertising Playbook: https://inboxcollective.com/buy-the-playbookSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #Newsletters#LocalMedia#CreatorEconomy#AudienceBuilding#EmailMarketing#NewsletterBusiness#MediaEntrepreneur#DigitalPublishing#AdSales#InboxCollective

Matt Moody breaks down how he built Salina 311 into a “community intelligence platform,” reaching over 30,000 members in a town of about 60,000, and generating north of $500,000 in annual revenue. Instead of treating it as “just a newsletter,” Matt explains how multiple distribution channels (email, web, Facebook, SMS) and heavy automation shaped the growth engine, plus why he focuses on objective community data to earn trust. They also dig into monetization: paid memberships, limited ad inventory with rising rates, sponsored coverage for teams/events, and a self-serve ad approach that increasingly drives inbound demand. Guest info: Matt MoodyFractals Network: fractalsnetwork.comSalina 311: salina311Events platform: events.salina311.comWilmington community example: communitydashboard.orgSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNews #NewsletterGrowth #CommunityBuilding #MediaBusiness #MembershipModel #LocalAdvertising #CivicTech #Automation #SMSMarketing #EventsMarketing

discord.localmediahq.comlocalnewsletteros.com⁠https://signup.memelord.com/tj⁠In this episode I wanted to open up my notebook and share a few things I am seeing across local newsletters, high ticket service businesses and software. No script. Just ideas that feel early but important. The first one is the “local MrBeast” concept. My First Million mentioned it this week. I had just written about it. So I figured it was a good time to spell out why I think this could be a huge edge for local operators who are willing to do something slightly harder than the average newsletter.We start with a live example. Cole, a roofer in South Carolina, has been documenting his work and his community on video. One of those videos blew up. Around 700,000 views in about two weeks. It travelled through business Twitter and YouTube. That is not a small bump. That is the type of spike that can reset an entire business. I break down why his approach worked, why doing it as a media company instead of a single business could be even more powerful, and how this fits with the idea of being “creator led” at the local level instead of just being another newsletter that recaps headlines.From there I talk through the second big theme. Local memes. Memes are how entire subcultures talk to each other. Crypto. Business. Tech. They are fast to consume and fun to share, which makes them perfect for local. I share a few specific plays. A Stranger Things themed Kansas City graphic that exploded with engagement. A comet joke that tapped into long running frustration with slow road construction and then got cloned into other markets. I also mention a tool called memelord.com that surfaces the raw templates for whatever is trending, so you can bolt your local twist on top instead of spending hours trying to be a graphic designer.Midway through the episode I flip the screen on and walk through my software. Local Newsletter OS pulls in local news with RSS, rewrites it with your own AI prompts, collects articles from your readers through a simple form, and lets you manage ads and partners in the same place. The events module scrapes events, helps you clean them up, and sends them straight into your next issue. The Zillow integration lets you search for homes in your city, pick one, and drop a fully formatted real estate card into your newsletter in seconds. That feature alone used to eat up real time every single week.I close with some thoughts on statewide and even countrywide newsletters. I talk about Nate Spangle’s Indiana project, why a state audience unlocks different types of advertisers, and how marketing budgets work inside larger organizations. A single town newsletter might never see a dollar from a statewide insurance marketing team. A strong state brand can. Bigger reach, bigger budgets, and a different kind of leverage. If you want to try any of this, I invite you to jump into the free Discord, get on the Local Newsletter OS waitlist, or reach out through localmediahq.com if you want help with Meta ads, backend ops or a deeper partnership.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com 

What does it take to run a daily local newsletter in a big metro, completely solo? In this conversation, Nick Hageman of KC Daily walks through his journey from side project in between orthopedic surgery cases to full-time operator of a daily newsletter reaching tens of thousands of Kansas Citians. He talks openly about starting with someone else’s blueprint from NWA Daily, adapting it to Kansas City, and learning the hard way that different markets respond very differently to things like Reddit, Facebook groups, and local events coverage.Nick and TJ dive into how KC Daily leverages Instagram as a discovery channel, including the “local viral” posts and simple video ideas that brought in thousands of followers, like a snow-shoveling “Super Bowl” reel and a Stranger Things–style skyline image. They discuss why those followers don’t always translate to engagement, how Nick measures success with Beehive segments and tracking links, and how tools like ManyChat help convert slow but cheap subscribers from social. You’ll also hear his thoughts on AI, why he deliberately uses very little of it, and how having a real local face still matters as trust in national media and automated content erodes.If you’re trying to monetize local media, you’ll get a clear look at KC Daily’s business model: recurring newsletter advertisers with real marketing budgets, PR-firm relationships that turn into multi-client deals, a local dining discount card, and a small “fan club” for reader support. Nick shares how he gets on press release lists, how he follows up with performance metrics, and why simply showing up at media events has led to some of his biggest deals. To connect, find Nick Hageman on LinkedIn, subscribe to KC Daily at kcdaily.com, and follow @kcdaily on Instagram for daily Kansas City stories and experiments.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalNewsletters#KCDaily#KansasCity#LocalMedia#NewsletterGrowth#InstagramMarketing#SmallBusinessMarketing#PRStrategy#CreatorEconomy#DigitalPublishing

Local media operators love to talk about “diversified revenue,” but in this conversation, Nate Spangle shows exactly what that looks like in practice. TJ and Nate unpack how Get Indiana evolved from a struggling tech-company podcast into a growing Indiana-focused media company with a statewide podcast, multiple newsletters, and a strong social presence. Nate explains why he reoriented the show toward “Hoosiers doing inspiring things,” and how that identity became the anchor for everything else he built.Nate shares specific campaigns that drove growth, from the all-Indiana Indy 500 tailgate to memorizing every high school mascot in the state and doing “plumber for a day” videos with sponsors. He talks about why his content leans heavily on energy, creativity, and simple iPhone production instead of high-end cinematic gear, and how bringing on local creators, a Purdue student editor, a Fishers-based mom and writer, and others, has turned Get Indiana into more than just “the Nate show.”For anyone building local media, Nate dives into the details: how to land your first big sponsors by starting with small wins (like a local insurance agent), then stair-stepping up to statewide marketing teams; why you should target brands with big budgets and low engagement; and how bundling video, newsletters, and podcast inventory into year-long deals creates predictable, scalable revenue. He’s also candid about what hasn’t worked yet, including early experiments with paid newsletters and merch drops.Follow Nate Spangle (@natespangle) on Instagram to watch these campaigns unfold in real time, and follow @getindiana for statewide stories, features, and updates. To get the newsletters Nate mentions in this episode, subscribe to Get Indiana, Get South Bend, and Get Fishers via the signup links on their social profiles.Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.gg/zWfExN6SSZ Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalMedia#LocalNewsletters#GetIndiana#Hoosier#NewsletterBusiness#CreatorEconomy#MediaMonetization#SmallBusinessMarketing#LocalPodcast#IndianaBusiness

How do you turn a local newsletter into the default media brand in your city? In this conversation, Jas walks TJ through exactly how he did it, shrinking his team from several part-time VAs to one highly leveraged full-timer, tightening his processes, and freeing up his own time by cutting newsletter production from 12 hours a week down to about four.They unpack Beehive’s big feature announcements and what actually matters for local operators. Jas explains where the product tools fall short for more complex offers like multi-city restaurant guides, why he thinks most link-in-bio setups are a mistake for local brands, and why dynamic content is the most exciting upgrade so far, especially for splitting ads by geography or audience segments.From there, they go deep on advertiser strategy: growing big enough to become the obvious choice, using giveaways to create demand, and framing ad spend around lifetime value so local owners see the upside, not just the cost. Jas shares how he was willing to invest heavily up front, then used that growth to land annual deals and structure offers that feel like “put in $2,000, get back $10,000.”Reach Jas on X/Twitter at creatingjas for questions, collaborations, or follow-ups. You can also connect with him inside the Newsletter Club, where he’s active in the community and continues to share what’s working in his local media business.#LocalNewsletter#NewsletterBusiness#EmailMonetization#LocalMedia#AudienceGrowth#Beehiiv#SmallBusinessAdvertising#CreatorBusiness#DigitalPublishing#NewsletterClub

This episode dives deep into building a durable local media business with Michael Kauffman of Catskill Crew and The Newsletter Club. We unpack why communities crave print again, how to monetize beyond banner ads, and what it takes to turn a newsletter into a multi-revenue platform. You’ll hear how Discord-powered peer learning accelerates growth and why “quality over quantity” in ads is non-negotiable.Michael shares his upcoming premium, quarterly, wax-sealed mailer, a seasonal “mini almanac” with members-only extras, and the simple validation steps he used before committing. We also cover his “local holdco” approach: products (Catskillopoly games, puzzles, merch), events, and even commercial real estate partnerships that create a flywheel of awareness, distribution, and revenue.You’ll learn practical ad-sales tactics (educate, de-risk, package, and measure), why one-offs underperform, and how to reverse-engineer campaigns to a sponsor’s success metric (like a 2% CTR). Plus, we talk events that actually work, low-lift dinners, walks, and concerts, priced with flat fees to keep incentives aligned, and the power of polling to validate before you build.Guest links and contacts: The Newsletter Club: thenewsletter.club. Catskill Crew: search “Catskill Crew” to find the official site and socials.#NewsletterClub#LocalMedia#CatskillCrew#NewsletterGrowth#Monetization#DirectMail#LocalEvents#AdSales#HoldCo#SmallBusinessMarketing

This episode digs into how Jimmy Farrell grew CHS Happenings—a Charleston, SC local newsletter—from 0 to 10,000+ subscribers with a deliberate, community-first approach. We cover why he chose a personality-led brand, how he thinks about weekly cadence, and why Instagram—not LinkedIn—is his main growth channel for local audiences. We also talk through the real tradeoffs of pausing paid growth to focus on monetization.Jimmy breaks down his progression from residential real estate content to a full newsletter, what he learned from Meta ads (and why costs/targeting matter), and how consistent “scoop” reporting (like pegging the location of Charleston’s second Trader Joe’s) builds trust. He shares how he’s now producing short local business interviews, using ManyChat for IG DMs, and summarizing paywalled articles to restore click-through behavior.Key takeaways: lead with a real human, publish reliably (weekly can be enough), push discovery on Instagram, and build a focused prospect list of high-lifetime-value categories (banks, dentists, med spas, premium real estate). Automate first-touches, then go 1:1 once people engage. Use sponsorship revenue to fund sustainable paid growth rather than chasing vanity list numbers.Guest contact information: Instagram: @chs.happenings; LinkedIn: Jimmy Farrell (DMs open). Newsletter: CHS Happenings (Charleston, SC).#Charleston#CHSHappenings#LocalNewsletter#NewsletterGrowth#NewsletterMonetization#InstagramMarketing#MetaAds#LocalBusiness#CommunityNews#RealEstateMarketing

In this episode, Tance Hughes shares how he launched and grew The Miss Lou Brew across two small river towns (Vidalia, LA and Natchez, MS) with a combined population around 20,000. We cover realistic upsides and downsides of operating in a tiny market, why list size isn’t everything, and how he ties the newsletter to his other local businesses. We also dig into acquisition strategy, where Meta ads—not fancy plans—did the heavy lifting.Tance explains why “ugly” video-background ads with text outperform polished creatives, the importance of rotating assets to manage frequency burn in small geos, and why shorter, more frequent sends boost engagement and ad inventory. He also opens up about brand awareness vs. direct response for brick-and-mortar, the growing role of events, and his early experiments generating advertiser leads with paid campaigns.You’ll learn practical takeaways: keep creatives fresh, prioritize speed-to-test over perfection, send more often (but shorter), and lean into reader pain points in your copy. We wrap with thoughts on using simple automations to follow up with inbound leads so they don’t go cold.Guest links and info: Tance Hughes — active on LinkedIn; publisher of The Miss Lou Brew (local newsletter) and The Ruralpreneur (for entrepreneurs in small towns); marketing director at Growletter; owner of PJ’s Coffee (title sponsor in his market) and a local self-storage facility.#LocalNewsletter #SmallTownMarketing #EmailGrowth #MetaAds #CreatorEconomy #NewsletterMonetization #B2BNewsletters #EventMarketing #DigitalMarketingTips #RuralEntrepreneur

Nick “NoHo Nick” Roberts joins TJ to share the operating system behind his San Fernando Valley newsletter: organic growth, consistent social video, and community-first curation. He compares TikTok vs. Instagram, explains why he edits inside TikTok for speed, and shows how he slices one newsletter into multiple neighborhood-specific posts to find what the algorithm favors.You’ll hear how collaborator posts expand reach, why reposting your “who I am and why subscribe” message actually works, and how replying to great comments with short videos creates a built-in testimonial engine. They also cover list quality vs. scale, why manual posting still makes sense, and how print’s “hold it in your hand” effect shapes local buyer psychology.Finally, Nick and TJ dig into revenue: hitting break-even, setting rates when buyers don’t ask for CTR, and practical plays like co-branded tours, pop-up headshot days, and premium real-estate features. Actionable, specific, and tailor-made for local operators.Guest contact info: Nick RobertsWebsite: nohonick.comEmail: hi@nohonick.comSocials: @nohonick (TikTok, Instagram, etc.).#LocalNewsletter #AudienceGrowth #TikTokMarketing #InstagramCollab #EmailMarketing #LocalMedia #ContentRepurposing #Bootstrapped #RealEstateMarketing #SanFernandoValley

Creators and local newsletter operators want in-person connection without the headache of planning events. In this episode, Rae Lambert shares how DNNR (pronounced “dinner”) turns audiences into white-labeled dinner clubs with zero heavy lifting. Listeners learn how personality quizzes, AI matching, and day-of restaurant reveals create table groups of six and a post-dinner meetup that brings multiple tables together.Rae explains pricing (commonly a $16 seat, food not included), how DNNR handles reservations and communications, and why this model beats traditional pop-up dinners or host-centric meetups. She walks through real examples—from a small New England podcast filling seven tables on launch to multi-city founder networks segmenting investors, founders, and service providers—plus smart ways to group parents, business owners, and more without fragmenting your funnel.Key takeaways: keep top-of-funnel broad, let matching do the segmenting, aim for three or more tables to power a lively after-party, and lead with value to keep service-provider “pitchiness” from derailing community quality. We also cover why local IRL connection is rising in the AI era and how this becomes both a monetization and growth engine.Guest contact & links: Rae Lambert • DNNR https://dnnr.io#CommunityBuilding #LocalNewsletters #CreatorEconomy #DinnerClub #AudienceMonetization #IRLEvents #AIMatching #LocalBusiness #Meetups #DNNR