Local Newsletter Insider

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

Justin Gordon returns to share the LA Grind playbook: a local newsletter for founders, operators, and investors in Los Angeles that blends curated events, deal flow, jobs, and “living in LA” picks. In just four months, he’s crossed ~5,200 subscribers (as of Sept 25) and turned the list into a thriving in-person community.We dig into the growth stack (Meta ads + LinkedIn + event flywheels + Luma), why paying $1–$1.50 per subscriber can still be a steal, and how welcome surveys/polls power better sponsors and programming. Justin also shares his low-lift event philosophy—hikes, mixers, breakfasts, coffee meetups, even poker—that keeps logistics simple while relationships compound.You’ll hear concrete monetization tactics: recurring $29/month memberships with 2+ curated events, ticketed mixers with sponsors, and how he uses survey data to line up bigger vertical partners (like real estate) and explore recruiting/job board revenue. We also cover expansion thinking (SF/NY), intimate retreats vs. larger summits, and how to decide what to launch next.Guest contacts: Justin GordonWebsite: thelagrind.com#LAStartups#LAtech#LocalNewsletter#NewsletterGrowth#CommunityBuilding#EventMarketing#CreatorEconomy#StartupEvents#MembershipModel#JustinGordon

Ashlyn of Cypress Digest breaks down how she grew a Houston-area local newsletter to ~3,300 subscribers with a ~53.6% open rate and ~11% CTR, then flipped the switch on revenue. The headline tactic: a simple Facebook Lead Ad campaign that brought in ~75 advertiser leads for about $60—sub-$1 per lead—by pitching “partnerships” to local businesses instead of generic ads. She compares this inbound flow to slower, time-intensive methods like cold email, scraping, and chasing gatekeepers.She also explains using Apollo as an affordable CRM/data source to bypass catch-all inboxes, how she warms prospects (DM → email open → call), and where cold calling fits for higher-LTV categories. Beyond ads, Ashlyn shares a scalable directory play built on a V0 (vZero) subdomain, plus how “Local Falcon” informs which businesses to list and later upsell. We also dig into competing with big-box local media and why speed, focus, and pricing help a solo publisher win.Takeaways include: test fast and kill what doesn’t work; pitch outcomes, not placements; use demographics and creative samples to close; create low-ticket on-ramps (directory listings) for small operators; and blend front-end ads with back-end local SEO services for durable value. If you’re building a local media business, this is a concrete blueprint.Guest Contacts: Ashlyn Brooks Cypress DigestWebsite: cypressdigest.comDirectory: directory.cypressdigest.comEmail: Ashlyn@CypressDigest.com #LocalNewsletter #LeadGen #FacebookAds #LocalSEO #Beehiiv #SmallBusinessMarketing #DirectoryListings #ColdEmail #ApolloIO #CommunityMedia

This episode dives into how a local newsletter can punch above its weight by pairing digital reach with in-person events. John Apolinar of Scottsdale Scoop shares the playbook behind his first paid happy hour—securing a sponsor, choosing a venue (the W in Old Town), and using raffle incentives to boost registrations. We dig into why IRL touchpoints build trust and open doors for bigger partnerships down the line.John breaks down his early results (37+ paid signups, ~$500 in tickets), the sponsor economics (venue and first drink covered), and seed-stage interest from brands—including Rivian—eager to host future gatherings. We also cover content that pops on Instagram (short green-screen updates, new openings/closures, and carousels), plus how a student intern from Handshake can produce dependable carousel posts each week.You’ll hear a candid look at monetization: using SmartLead for cold outreach (with burner domains/inboxes), why high-ticket local categories convert better, packaging two newsletter ads with an event, and the next frontier—turning the welcome flow into consistent CPL revenue so paid acquisition can scale. Key takeaways: keep the first event simple, sell packages not one-offs, track what performs on IG, and experiment with segmented onboarding offers.Get in touch with John Apolinar🐦 Twitter / X: it’s “John Apolinar” (DMs open)Get started with Smartlead: https://www.smartlead.ai/?via=92189#LocalNewsletters #Scottsdale #EventMarketing #CommunityBuilding #NewsletterGrowth #Sponsorships #InstagramMarketing #ColdEmail #LocalMedia #Beehiiv

In this episode, TJ digs in with creator and local media operator Jacob Espinoza on what really works for a city-focused podcast and Instagram presence. They cover why local podcasts are hard to grow, the outsized networking value of interviews, and how to keep production simple enough to sustain week after week. You’ll hear how Jacob repurposes interviews across newsletters and short-form video to multiply reach.Jacob breaks down his toolkit (Riverside, repurposing flows, and Beehiv-style newsletter ops), his “green screen” explainer format for rapid local updates, and the difference between teaser-style clips and value-first reels that spark comments. They also discuss timing newsletters (evening sends), testing subject lines with AI, and packaging multi-platform inventory sponsors actually want.You’ll learn how to price and pace sponsored reels, balance ads with organic value, and use social proof from Instagram to close deals—even if your podcast listens are modest. Jacob shares practical tactics for finding early guests, posting imperfect clips to learn faster, and making “make-goods” when a sponsored post underperforms.Get in touch with Jacob Espinoza📸 Instagram: What’s Happening Salem 🎥 TikTok: What’s Happening Salem 🐦 Twitter/X: @MrJacobSB 📸 Instagram (personal): @MrJacobSB#LocalMedia #Podcasting #InstagramReels #ShortFormVideo #GreenScreen #NewsletterMarketing #Sponsorships #ContentStrategy #RiversideFM #Beehiiv

This episode dives into how local newsrooms can turn written stories into habit-forming podcasts. Paul Gewuerz of LocalPod explains his “news blast” format—8–12 minute shows that package top stories, quick ad breaks, and local happenings—plus how AI text-to-speech streamlines production without sacrificing editorial quality. We also unpack why newsletters and podcasts overlap so strongly and why upgrading away from clunky PDF “e-papers” is table stakes in 2025.Paul details a surprisingly effective growth channel: geo-targeted audio ads. Using platforms like AudioGo, publishers can place 30-second promos inside podcasts and music apps in specific ZIP codes—reaching people who are already audio-first. We discuss where legacy outlets are adapting well, where they’re still stuck, and how digital-first independents (including LION Publishers members) are carving out sustainable businesses.Key takeaways: start with a short, consistent show; repurpose your best stories; promote through your newsletter; test geo-targeted audio ads; sell creative placements that drive foot traffic; and remember that local trust becomes more valuable as AI floods the broader web. We also touch on franchise and network models (e.g., TapInto) and creative cross-subsidiaries that can fund journalism in smaller markets.Get in touch with Paul Gewuerz🌐 Website — localpod.co📧 Email — paul@localpod.co🎙️ Podcast — Small Press Big Ideas📰 Newsletter — Local News Industry Pulse (on Beehiiv)💼 LinkedIn — Paul Gewuerz#LocalMedia #Podcasting #AIinMedia #TextToSpeech #Newsletters #AudioAds #GeoTargeting #MediaMonetization #LocalNews #SmallPressBigIdeas

Agency operator Nathan May joins to unpack what actually scales newsletters in 2025: disciplined paid acquisition on Meta, creative that calls out real problems, and a monetization ladder that doesn’t stop at ad slots. We contrast broad B2C with small-but-mighty B2B niches—and show why “local + [professional audience]” can 10x sponsor value.We get tactical: swipeable internal workflows for AI-assisted curation, using post-signup forms to optimize for the right readers, and specific ad concepts sourced from Reddit (e.g., solving loneliness with events content). We also break down selling in the early days—DMs to high-LTV categories, showing up in person, and smart bundles across newsletter, site, and reels.Key takeaways: execution beats incumbents, qualify your funnel, build offer packages not one-offs, and add local video to protect against “AI slop.” Plus, why big platforms may automate more of targeting/creative—but strategy and signals still win. Guest Contact Information: Nathan MayAgency: The Feed MediaNewsletter: Newsletter Growth Memo Podcast: Personal IPO with Beehive#LocalNewsletters #NewsletterGrowth #MediaMullet #LocalMedia #MetaAds #Beehive #B2BMarketing #AIforWriters #CreatorEconomy #AdSales

In this conversation, entrepreneur and creator Tim Stoddart explains why authenticity and consistency outperform overproduction—and how those same principles power high-margin local service businesses. We dig into his journey from documenting sobriety to building media assets, agencies, and newsletters, and why local SEO remains a durable path for independents. Tim shares a clear model: start with a simple, repeatable service (local SEO), add media to build authority, and layer in directories for compounding leverage. We break down “winner-take-most” local packs, realistic pricing, and why delayed gratification is the core SEO skill. He also tackles packaging: how to combine newsletter ads, listings, podcast features, and basic SEO into offers that businesses actually buy. You’ll learn how to pick higher-ticket local niches, sell without undercutting yourself, and structure processes that ship every week. We also zoom out on AI’s impact: why local intent is a protective moat and why community, offline touchpoints, and real-world presence are only getting more valuable. Get in touch with Tim:Website & personal newsletter — TimStodz.com YouTube — Tim Stoddz wordofmouthconversations.comCopyblogger — Copyblogger.com Social:Twitter / X — @TimStodzLinkedIn — Tim Stoddart Instagram — @TimStodz TikTok — @TimStodz #LocalSEO #Directories #NewsletterGrowth #CreatorEconomy #SmallBusinessMarketing #PersonalBranding #ContentStrategy #AgencyLife #Hyperlocal #Entrepreneurship

In this episode, TJ sits down again with Jas from Winnipeg Digest to talk about the latest experiments and strategies in local newsletter publishing. They discuss the upcoming Business of Local conference in Salt Lake City, the pros and cons of cash giveaways, and the importance of building trust with your audience instead of chasing vanity metrics.Jas shares updates on his community-building efforts, from coffee parties to launching Digest Lights, a holiday lights installation business born out of his newsletter audience. He explains how a giveaway generated hundreds of qualified leads, his sales process for closing $2,500+ projects, and why retention in seasonal services is so valuable.The conversation also dives into social media strategy, comparing reels and carousels, outbound ad sales systems, and welcome email sequences that actually drive engagement. Whether you’re running a newsletter or exploring new business ideas, this episode is packed with practical lessons from the trenches.Connect with Jas on Twitter: https://twitter.com/jas #LocalNewsletters #NewsletterGrowth #CommunityBuilding #WinnipegDigest #DigitalMedia #SmallBusinessGrowth #EmailMarketing #LocalMedia #Entrepreneurship #ContentStrategy

Baltimore creator Matt Diehl explains how a spontaneous “cash-drop” video, just $80 taped to a harbor post, skyrocketed to 1.5 million views across Facebook, TikTok and Instagram. The 10-second clip added 10 K followers and 500 new email subscribers to his Eating Baltimore newsletter. He breaks down the tactics that made it pop: filming with zero polish, posting natively on each platform, and even embracing critics who wondered how you peel bills off duct tape. Matt also shares the numbers behind platform performance (Facebook shocked everyone), and why contrarian “mistakes” can actually juice engagement.Key takeaways: keep production frictionless, post natively, and drop a templated subscribe link early. Leverage comments, positive and negative, to feed the algorithm. Then convert the buzz by funneling viewers into newsletters and sponsorship deals.Connect with Matt Diehl:• Facebook: Eating Baltimore• Instagram: @eating.baltimore• TikTok: @eatingbaltimore#CashDrop#LocalNewsletter#BaltimoreEats#SocialMediaMarketing#EmailGrowth#RestaurantMarketing#GiveawayStrategy#ContentMonetization#SmallBusinessTips#MattDiehl

I’m going solo in this episode to share eight key strategies and lessons I’ve picked up over the past month. I walk through a high-performing apartment locator ad campaign, what I’ve learned from cold DMs on Instagram, and why I believe custom home builders are perfect targets for newsletter advertisers. I even show how I used ChatGPT to craft outreach messages that are already turning into real deals.I also dive into email engagement tactics—like why simply asking subscribers to reply “Yes” can dramatically boost response rates—and how I’m using tools like SparkLoop to help monetize at scale. I break down performance across several city-based newsletters and why I’m now seeing that slower growth often leads to better open rates and higher list quality.In the final segment, I share an idea I’m really excited about: turning newsletters into multi-channel local media brands using small, ad-heavy print magazines. I’m rethinking the economics of print and exploring how even lightweight physical media can strengthen brand visibility and bring in real revenue.Want to get in touch?Email: TJ@localnewsletterinsider.comWebsite: https://localnewsletterinsider.comTwitter: https://twitter.com/tjlarkin#LocalNewsletters#EmailMarketing#NewsletterGrowth#DigitalAdvertising#InstagramOutreach#MediaMonetization#NewsletterTips#SparkLoop#PrintMarketing#NewsletterStrategy

Brian Skinner joins TJ Larkin to break down the growth strategy behind Marin Buzz, his successful local newsletter. The two discuss how local content can open doors in business, community involvement, and influence, even without a clear long-term plan. Brian credits a single podcast for sparking his idea, and within weeks he launched a brand that's now a growing asset in his local ecosystem.They explore how Brian structured his early content around weekend events and slowly added segments like "Pet of the Week," “Marin History,” and “Zillow of the Week.” The discussion reveals how Brian focused on sustainability and community engagement over perfection and how this strategy paid off with inbound advertisers and high open rates.For those interested in local media, Brian offers actionable advice on using Instagram as both a growth and sales channel. He shares his outreach method using Instagram DMs and AI-assisted tools to identify and contact potential advertisers. His products, YapOver and TwistAI, are designed to reduce friction in content creation and monetization.Check out Brian’s work:Newsletter: https://www.marinbuzz.com/Instagram Tool: https://www.yapover.com/AI Tools & Services: https://www.twistai.com/#LocalNewsletter#CommunityMedia#EmailMarketing#SmallBusinessTips#ContentStrategy#InstagramGrowth#AIForCreators#DigitalMonetization#StartupStories#LocalMarketing

Jas from Winnipeg Digest returns to talk growth, revenue, and diversification. In just three months, he's scaled up recurring events, coffee parties, and brought in steady advertising revenue—without burning out. He shares tactical insights into acquiring subscribers at under $1 through Facebook ads and optimizing creatives to keep costs low.Jas also previews his next business move: launching a Christmas lights installation company, built off the trust and reach of his audience. He explains how audience alignment and a seasonal services model open up new monetization paths without needing more advertisers.You’ll hear tips on maintaining creative freshness in paid ads, handling advertiser churn, and why content quality and trust remain the core of everything Jas builds.Contact Info:Jas – Winnipeg DigestInstagram: @winnipegdigestEmail: jas@winnipegdigest.com#LocalNewsletters#NewsletterGrowth#WinnipegDigest#CommunityEvents#EmailMarketing#FacebookAdsTips#MonetizationStrategy#CoffeeParties#SmallBusinessMarketing#CreativeTesting

Want to grow a local newsletter without waiting months to recoup ad spend? Louis Nicholls, co-founder of SparkLoop, breaks down “zero-day payback” tactics—mixing paid recommendations, trip-wire offers, and high-value local lead-gen deals—to help operators turn every 50-cent subscriber into immediate profit.Louis shares real-world tests (including his own) that combine three monetization layers on the thank-you page and in the first 24 hours, plus tips for negotiating $10-$100 per lead with home-service pros, gyms, and even med-spas. He also explains why sending two welcome emails the first day actually boosts engagement and weeds out the wrong readers. Key takeaways: focus on arbitrage cheap Facebook leads, create irresistible “free money” offers, and don’t fear higher send frequency.Connect with Louis: growmynewsletter.com (newsletter, YouTube & resources) • Twitter/X @louisnicholls • Explore SparkLoop at sparkloop.app#Newsletters #EmailMarketing #LocalMedia #SparkLoop #LeadGeneration #Monetization #LouisNicholls #MediaBusiness #SubscriberGrowth #DigitalPublishing

In this episode, TJ Larkin sits down with Jacob Espinoza from What’s Happening Salem to unpack how Jacob built a thriving local media presence using Instagram, newsletters, and a podcast. Jacob breaks down his process of launching a local brand from scratch just over a year ago and how he's since scaled to 35k+ Instagram followers and 10k newsletter subscribers.Jacob shares specific tactics that helped him succeed—such as green screen announcements, short-form video strategies, and hyperlocal memes—and emphasizes the importance of blending education with entertainment. He also explains how he differentiates Instagram content from newsletters to reach distinct audiences, and why a visible social presence gives you instant credibility with advertisers.The conversation moves into monetization and Jacob’s innovative approach to ads, like showcasing businesses through engaging content rather than traditional promos. He also details how he hosts local events and highlights the power of face-to-face branding. Whether you're looking to grow a local audience or monetize effectively, Jacob delivers clear, replicable tactics.📍Learn more about Jacob at https://jacobespinoza.com/📱Twitter: https://twitter.com/MrJacobSB#LocalMedia#InstagramMarketing#NewsletterGrowth#ContentCreatorTips#ShortFormVideo#CommunityNews#SmallBusinessMarketing#LocalInfluencer#SocialMediaStrategy#JacobEspinoza

What’s the real opportunity behind building online directories? In this insightful interview, Frey Chu outlines how he built multiple passive income streams from niche directories using SEO and strategic content design. TJ and Frey also unpack how these learnings can be applied to local media—especially newsletters.Frey explains how local directory builders can shortcut growth by scraping data, optimizing for Google, and testing monetization strategies like sponsored listings, lead generation, and ad bundling. He also shares how directories become even more powerful when paired with newsletters or social audiences, as a way to open conversations with advertisers and deliver proven ROI.This episode is packed with practical insights for anyone interested in local business, media, SEO, or building “boring but beautiful” internet assets that compound over time.📍 Connect with Frey Chu:Website: Ship Your DirectoryYouTube: Frey ChuX (Twitter): @freychu#OnlineDirectories#LocalMedia#SEO#LeadGeneration#PassiveIncome#DigitalMarketing#NewsletterBusiness#FreyChu#DirectoryBusiness#ShipYourDirectory

Geoff Matthews of North Shore Now joins TJ Larkin to unpack the real story behind launching a successful newsletter in a small geographic niche. Geoff candidly shares the challenges of selling local ads, testing paid subscriber models, and staying motivated despite uncertain ROI. With refreshing honesty, he outlines what worked, what flopped, and why feedback from his community keeps him going.From curating events across 100+ websites to running giveaways and launching merchandise, Geoff’s grassroots approach to content and engagement offers tons of lessons for creators in any market. He also breaks down his ad strategy evolution, from failed cold emails to drastically improving performance with expert help.Whether you're building your first audience or thinking about monetizing a niche project, this conversation is loaded with valuable insight. Want to connect with Geoff? Head to https://snowballclub.com/ to learn more about his private founder community.#NewsletterBusiness#LocalMarketing#EmailMarketingTips#ContentStrategy#DigitalEntrepreneur#NorthShoreNow#CommunityBuilding#MetaAds#MonetizingContent#VancouverBusiness

In this episode, TJ Larkin interviews Justin Gordon, the creator of two high-impact newsletters: Just Go Grind and LA Grind. Justin shares how his journey began with a podcast back in 2018, eventually transitioning into newsletters focused on startup founders, investors, and the LA tech scene. He walks us through how he built up an audience of over 20,000 for Just Go Grind and used his unique positioning and risk tolerance to go full-time as a creator.We dive into the strategy behind LA Grind, a hybrid local newsletter tailored to LA’s startup and VC community. Justin reveals how segmentation, events, and a deep understanding of his audience drive growth and monetization. He also touches on paid ads, social media, and how he maintains high open rates while cleaning his list regularly.Key takeaways include how to test newsletter concepts efficiently, monetize through sponsorships, and use events as an in-person moat against AI disruption. If you're building a newsletter or local media business, this episode is packed with actionable insights.👉 Connect with Justin at https://justgogrind.com and https://thelagrind.com. For serendipity calls and event access, check the top of each newsletter edition.#NewsletterMarketing#StartupCommunity#JustinGordon#JustGoGrind#LAGrind#FounderEvents#B2BMarketing#NewsletterGrowth#LocalNewsletters#VCandStartups

In this episode, TJ Larkin chats with Matt Deal, the creator of Eating Baltimore, a growing local newsletter focused on food, events, and community in the Baltimore area. With a background in financial newsletters and wine club marketing, Matt shares how he transitioned into building a hyperlocal media product from scratch.Matt dives deep into his strategies for acquiring subscribers—like using Facebook ads, giveaways, and leveraging Beehive. He explains how he built a restaurant directory using Replit for only $6, sourced thousands of listings with Outscraper, and is now using SEO and backlink campaigns to drive traffic and monetization.Listeners will gain actionable insights into building in public, testing content strategies, using local sentiment to drive engagement, and creatively pursuing revenue with limited resources. Matt’s transparency about subscriber growth, ad performance, and experimentation provides inspiration for anyone looking to build a local media brand.Guest Info: Website: https://eatingbaltimore.com Twitter: https://x.com/realMattDiehl#LocalNewsletters#NewsletterGrowth#EatingBaltimore#IndieMedia#NewsletterMarketing#Replit#DigitalMonetization#BuildInPublic#LocalSEO#BootstrapStartup