Local Media HQ Automating a $500k a Year Local Media Brand
Dec 17, 2025
Matt Moody, founder of Salina 311 and Fractals Network, shares his journey in creating a successful community intelligence platform that serves over 30,000 members. He dives into the importance of automation across multiple channels like email and SMS, and how data-driven strategies build trust. Moody reveals unique monetization tactics, including a membership model and self-serve advertising, while emphasizing the significance of local sports coverage and visual content. His vision? To replicate this innovative model in communities nationwide!
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Platform Over Newsletter
- Matt Moody built Salina311 as a "community intelligence platform" not a newsletter, focusing on data first and multiple channels.
- Objective community data builds trust and enables diverse product avenues beyond email.
Incentivize Positive Community Action
- Create incentives from tracked local data to nudge community behavior, like adoption rewards for shelter pets.
- Tie points or rewards to measurable outcomes and redeemable local benefits to drive participation.
Diversify Distribution Channels
- Use multiple distribution channels (email, web, Facebook, SMS) to reduce reliance on a single channel and increase reach.
- Let users toggle topic notifications and use SMS for time-sensitive story alerts.