What does it really take to build a profitable local newsletter network? In this episode of The LetterStack Podcast, Renga sits down with TJ Larkin, founder of multiple community-focused newsletters across the U.S., to uncover the secrets behind starting, scaling, and monetizing local newsletters.

TJ shares how he grew from 2 neighborhood newsletters to 13+ across the country, serving tens of thousands of engaged readers, and what makes local newsletters a powerful business model in 2025.

You’ll learn:

How TJ got started in Austin suburbs and expanded nationwide

Why local events, restaurants, and new business coverage drive the most engagement

The content framework that keeps readers hooked

Best subscriber acquisition tactics (Meta ads, growth hacks, giveaways)

Smart monetization strategies for local newsletters (ads, sponsorships, directories)

How to partner with local businesses and even launch spin-off ventures

Why directories, family events, and community engagement are the next frontier

Whether you’re planning to start your own hyperlocal media business or just curious about the future of newsletters, this episode is packed with actionable insights.

⏱️ Timestamps

00:00 – Intro: Why local newsletters matter
01:10 – Meet TJ Larkin & his journey into local newsletters
03:22 – Starting with Austin suburbs & early lessons
04:42 – Expanding via partnerships & scaling up
05:20 – How the Scoop newsletters curate content
07:20 – Why suburbs are underserved & full of opportunity
09:00 – Events, restaurants, and positive news as content pillars
12:17 – What’s the best time to send local newsletters?
14:08 – Subscriber acquisition: Meta ads, giveaways & growth hacks
18:34 – Monetization beyond ads: agencies, packages & cross-selling
22:00 – Local directories & why they’re an untapped opportunity
24:35 – Sales hacks: free listings & podcasts as entry points
25:42 – How big is the Scoop network today? (13+ newsletters, 60K subs)
27:20 – Behind the scenes: operations, content & ad campaigns
28:59 – Advice for starting hyperlocal/niche newsletters
33:00 – Using surveys & segments to niche down later
34:20 – Offline opportunities: local events & meetups
36:58 – Where to find TJ: Local Newsletter Insider 

Check out TJ’s work at www.localmediahq.com

Subscribe to LetterStack for more deep dives with newsletter operators: LetterStack.co