The Playbook for Local Podcast Growth

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