Ep. 39: How to make $100k+ as a local news creator ft. Michael Kauffman
Dec 19, 2024
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Michael Kauffman, founder of the Catskill Crew, dives into the world of community-led newsletters and sustainable revenue models. He discusses the importance of audience engagement and building local relationships. Kauffman emphasizes the emotional impact of branding, drawing parallels to nostalgia and comfort. He shares strategies for monetization while maintaining authenticity in the creator economy. The conversation highlights the uphill battle local newsletters face, but also the vast potential for growth and community collaboration.
Michael Kauffman emphasizes the importance of building genuine community relationships to drive the success of local newsletters.
The podcast discusses diverse monetization strategies including sponsorships and local events, which are essential for sustainable revenue models.
A focus on organic growth and community engagement enhances the relevance of newsletters amid the decline of traditional media.
Deep dives
Challenges of Traditional Media
Local newspapers are facing significant challenges as their quality declines and readership wanes, primarily due to outdated business models and the rise of digital content. This decline creates a unique opportunity for local newsletters that can fill the void left by traditional media. The podcast highlights the importance of growth strategies for newsletters, emphasizing that success comes from both organic reach and potential paid advertising, but authenticity and community engagement are paramount. As local media continues to struggle, those who can connect genuinely with subscribers and deliver valuable content stand to benefit.
Building a Local Newsletter
Michael Kaufman shares his journey in establishing Catskill Crew, a local newsletter in upstate New York, which has successfully cultivated a dedicated subscriber base. His approach involves all aspects of local life, from community events to historical tidbits, ultimately making the newsletter a go-to source for residents. The podcast illustrates the balance Kaufman strikes by engaging with his audience and allowing their feedback to shape content direction. This subscriber-focused model fosters a sense of community, critical for maintaining relevance in the current media landscape.
Monetization Strategies
The podcast reveals Kaufman's diverse monetization strategies, including sponsorships, merchandise, and community events, which contribute to significant revenue prospects. He emphasizes the need for authenticity in partnerships with local businesses, often providing ad space for free to build relationships first. By valuing long-term connections over immediate financial gain, Kaufman establishes trust within his community, ultimately leading to increased advertising and partnership opportunities. As revenue streams diversify, including products like local discount cards, best practices for sustaining this ecosystem are becoming clearer.
The Role of Community Engagement
Kaufman discusses the vital role community engagement plays in the success of Catskill Crew, highlighting how interactions with subscribers lead to deeper insights about content preferences. He credits events and grassroots marketing efforts for boosting subscriber counts, particularly during the early stages when organic growth was essential. By identifying core identifiers within his audience—local residents and weekend visitors—Kaufman tailors content and outreach strategies to meet their needs effectively. The podcast underscores the need for local newsletter creators to be deeply embedded in their communities, continually seeking feedback and adapting to maintain relevance.
The Future of Local Newsletters
The conversation reflects on the evolving landscape of local journalism, where newsletters can capitalize on the decline of traditional media. Kaufman and the host consider the potential for local newsletters to not only report news but also offer a variety of content types, expanding their service offerings within their communities. By introducing metrics for success beyond simple subscriber counts, such as community satisfaction and engagement levels, newsletters can establish themselves as essential players in local media. This progressive mindset fosters innovation in content delivery, making it crucial for creators to evolve with changing community needs.
This week Francis is joined by Michael Kauffman to discusses his journey building a local newsletter business, Catskill Crew. He shares insights on audience engagement, growth strategies, and the importance of branding in the creator economy.
