Local Media HQ

Keith Pepper, owner of Rough Draft Atlanta, shares how he acquired a legacy print media company during the height of the pandemic and transformed it into a profitable, digital-first local media brand. The conversation explores the realities of owning and operating a modern community news business.Keith explains why print still represents more than 70 percent of Rough Draft’s revenue, how saturation mail distribution changes advertiser value, and why weekly and monthly print products can still thrive. He also breaks down the role newsletters play as the “new morning paper” for local audiences.The episode dives into ad sales strategy, sponsored content, newsletter monetization, and why focusing on high-value advertisers is critical. Keith also discusses scaling cautiously, acquiring complementary publications, and building sustainable local journalism without venture capital pressure.Guest contact information:Website: https://roughdraft.news/LinkedIn: Keith PepperSubscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/Follow My JourneyTwitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/ Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com  #LocalMedia#Newsletters#MediaBusiness#DigitalPublishing#PrintMedia#CommunityNews#AdSales#MediaEntrepreneur#LocalJournalism#RoughDraftAtlanta

Jacob Espinoza, a local media strategist and founder of What's Happening Salem, dives into the art of building a vibrant online local community. He shares insights on why Instagram outshines traditional media and reveals four powerful content pillars to engage audiences. Jacob discusses monetization strategies, including featuring local businesses for sponsorships. He emphasizes the importance of building trust and positive engagement while navigating the rise of AI in local content. Learn how to stand out in a crowded landscape and make impactful local connections!

Amy Vartenuk, the creative force behind Clevelandish, shares her journey from home staging to running a vibrant local newsletter focused on community positivity. She discusses how her hybrid funding model supports independence while creating a unique editorial voice. Insights on engaging readers through polling and personalized storytelling illustrate her creator-led approach, which thrives in an AI era. Amy reveals effective strategies for subscriber growth and advertiser outreach, emphasizing sustainability and the importance of choosing the right partners for long-term success.

Justin Moore, a sponsorship coach and founder of Sponsor Magnet, shares his expertise on monetizing newsletters. He discusses why local media struggles against legacy companies despite higher engagement. Topics include effective pitching strategies, leveraging Instagram and video content, and the importance of customizing proposals. Justin stresses the value of targeting mid-sized sponsors and encourages using psychographic data to enhance advertiser alignment. Plus, he reveals the ROPE pitch method and the significance of personalized video pitches for better response rates.

Dan Oshinsky, a newsletter strategist and founder of Inbox Collective with a rich background at BuzzFeed and The New Yorker, shares insights on building successful newsletters. He discusses why niche markets are still ripe for exploration, particularly local newsletters. Dan highlights how small audiences can yield significant revenue and details strategies for effective ad sales, emphasizing the value of relationships and persistence. The conversation wraps up with tips on combining newsletters with social media and community events to enhance audience engagement and monetization.

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!

Discover how local content creators can harness the 'MrBeast' style for viral success. A roofer's video racked up 700,000 views, showing the transformative power of engaging local media. Dive into the world of memes and their role in rapid cultural communication. A Stranger Things meme from Kansas City demonstrates how humor can drive local engagement. Plus, insights on creating a local media presence and tools to help businesses thrive in the digital age.

Nick Hageman, operator of KC Daily, transitioned from medical sales to running a thriving local newsletter in Kansas City. He shares how he adapted strategies from NWA Daily to fit his market, the challenges of solo operation, and using Instagram for growth. Nick discusses creating viral content, measuring engagement, and cultivating PR relationships to monetize effectively. He emphasizes the importance of a local face amidst rising AI usage, proving that genuine connections still matter in local media.

Nate Spangle, Founder of Get Indiana, transformed a struggling tech podcast into a thriving statewide media company. He discusses the impactful pivot to focus on "Hoosiers doing inspiring things," driving audience growth through engaging local campaigns like the Indy 500 tailgate and quirky videos. Nate shares revenue strategies, from landing small sponsors to securing year-long deals with larger brands, emphasizing the power of local creators in building community connections. His candid insights focus on creativity, engagement, and the evolving landscape of local media.

How do you turn a local newsletter into the default media brand in your city? In this conversation, Jas walks TJ through exactly how he did it, shrinking his team from several part-time VAs to one highly leveraged full-timer, tightening his processes, and freeing up his own time by cutting newsletter production from 12 hours a week down to about four.They unpack Beehive’s big feature announcements and what actually matters for local operators. Jas explains where the product tools fall short for more complex offers like multi-city restaurant guides, why he thinks most link-in-bio setups are a mistake for local brands, and why dynamic content is the most exciting upgrade so far, especially for splitting ads by geography or audience segments.From there, they go deep on advertiser strategy: growing big enough to become the obvious choice, using giveaways to create demand, and framing ad spend around lifetime value so local owners see the upside, not just the cost. Jas shares how he was willing to invest heavily up front, then used that growth to land annual deals and structure offers that feel like “put in $2,000, get back $10,000.”Reach Jas on X/Twitter at creatingjas for questions, collaborations, or follow-ups. You can also connect with him inside the Newsletter Club, where he’s active in the community and continues to share what’s working in his local media business.#LocalNewsletter#NewsletterBusiness#EmailMonetization#LocalMedia#AudienceGrowth#Beehiiv#SmallBusinessAdvertising#CreatorBusiness#DigitalPublishing#NewsletterClub