Local Newsletter Insider

Jimmy Farrell, a 31-year commercial real estate veteran and local media publisher, shares insights on transforming CHS Happenings into a vibrant newsletter with over 10,000 subscribers. He highlights the importance of a personality-driven brand and why Instagram is key for local discovery. Jimmy discusses the challenges of monetization, including strategies for sponsorship revenue to support growth. He also emphasizes the value of 'scoop' reporting in building trust, automating outreach, and using ManyChat for DMs to convert followers into subscribers.

Tance Hughes, a local publisher and marketing director at Growletter, shares his journey of launching The Miss Lou Brew in small towns Vidalia and Natchez. He discusses how 'ugly' ad creatives surprisingly outperform polished versions and emphasizes the importance of creative rotation to combat audience fatigue. Tance also reveals the power of sending shorter, frequent newsletters to boost engagement and brand presence. Plus, he dives into utilizing Meta ads for subscriber acquisition and why prioritizing email over social channels has been a game-changer for his local businesses.

Nick Roberts, the mastermind behind the NoHoNick newsletter in North Hollywood, shares his insights on building a local media brand. He delves into organic audience growth and the benefits of focusing on community-first curation. The conversation covers the advantages of TikTok over Instagram for local reach, how to effectively repurpose content for multiple posts, and the importance of engaging with followers through video replies. Nick also discusses monetization strategies, including co-branded events and leveraging listings for real estate agents.

Rae Lambert, founder of DNNR, shares insights on turning audiences into dinner clubs with zero planning stress. She details how personality quizzes and AI matching create engaging dinner experiences. Rae reveals the success of colocating diverse groups for lively post-dinner meetups, and discusses practical strategies for local newsletter creators to build community without the usual burdens of event hosting. Discover how authentic monetization and local connections can thrive, especially in an AI-driven world.

Justin Gordon, founder of LA Grind, shares insights on building a vibrant local newsletter community focused on founders and investors. He discusses how he gained over 5,200 subscribers quickly through smart advertising and event strategies. Justin reveals his successful monetization tactics, including $29/month memberships offering curated events and leveraging sponsor partnerships. He emphasizes low-lift event formats, like hikes and mixers, to foster connections. Plus, he explores future expansion plans and innovative revenue opportunities through job postings and deeper local engagement.

Ashlyn Brooks, founder of the Houston-area newsletter Cypress Digest, shares her journey from civil engineering to building a thriving local media business. She reveals how a simple Facebook Lead Ad strategy netted her 75 advertiser leads for just $60. Ashlyn discusses her innovative use of a Vercel directory as a low-cost onboarding tool for small businesses and highlights effective sales tactics like pitching outcomes and leveraging local SEO services. Her insights on competing with larger media outlets emphasize the power of speed and personalization in local publishing.

John Apolinar, founder of Scottsdale Scoop, shares his expert insights on blending local newsletters with in-person events. He reveals how his first paid happy hour attracted over 37 signups and secured sponsorships with the venue covered. John discusses effective Instagram strategies, emphasizing engaging green-screen videos and carousel posts. He also dives into cold email tactics using SmartLead, targeting high-value local advertisers for better conversion. With candid discussions on monetization and community building, his approach is a playbook for aspiring newsletter creators.

Jacob Espinoza, a local media operator behind What's Happening Salem, shares insights on growing city-focused podcasts and social media presence. He reveals the challenges of monetization and highlights the power of networking through interviews. Jacob discusses inventive strategies like repurposing content for newsletters and utilizing evening sends for higher engagement. He also explains how to balance sponsored content with value-driven posts and the significance of engaging storytelling in local media, providing practical tips for budding creators.

In this engaging discussion, Paul Gewuerz, founder of LocalPod and expert in transforming written stories into captivating audio, shares innovative strategies to elevate local journalism. He introduces the 'news blast' format, combining short 8–12 minute podcasts with quick ad breaks. Paul emphasizes the power of AI-driven production and geo-targeted audio ads, which can effectively reach local audiences. With insights on adapting legacy media and the importance of modernizing newsletters, he offers a roadmap for thriving in the evolving local media landscape.

Nathan May, founder of The Feed Media and author of the Newsletter Growth Memo, dives into the art of scaling newsletters in 2025. He emphasizes the importance of disciplined paid acquisition on Meta and creative strategies that address real reader problems. The conversation highlights the value of niche targeting, local business engagement, and innovative ad concepts sourced from community feedback. Nathan also tackles the role of AI in content curation and the crucial need for video to stand out in an AI-driven landscape.