The Business of Content with Simon Owens How a San Francisco print zine evolved into a thriving local blog
Oct 10, 2025
Stuart Schuffman, the witty founder of Broke-Ass Stuart, recounts his journey from an early 2000s DIY zine to a beloved local media brand in San Francisco. He shares how he self-distributed his first guide while juggling day jobs, leading to a book deal and media recognition. The conversation dives into evolving into online content, navigating ad sales, and embracing video formats. Stuart also discusses his recent venture into local news and activism, as well as maintaining community engagement through Patreon and events.
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From Backpack Zine To Travel Writing
- Stuart started Broke-Ass Stuart as a 33-page photocopied zine he distributed from his backpack around San Francisco.
- The DIY zine led to press attention and a Lonely Planet gig that launched his travel writing career.
Craigslist Book Deal Surprise
- Stuart found a book deal through a Craigslist ad after returning from Lonely Planet work in Ireland.
- He jokes he was
Zine Evolved Into Local Media Hub
- Stuart transitioned Broke-Ass Stuart from merch sales to a multi-author local site in 2007–2008.
- The site launched as an arts and culture destination with many contributors, mirroring an alt-weekly online.
