Localizing national formats and learning from creators

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.

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