Local Newsletter Insider

Local media operators love to talk about “diversified revenue,” but in this conversation, Nate Spangle shows exactly what that looks like in practice. TJ and Nate unpack how Get Indiana evolved from a struggling tech-company podcast into a growing Indiana-focused media company with a statewide podcast, multiple newsletters, and a strong social presence. Nate explains why he reoriented the show toward “Hoosiers doing inspiring things,” and how that identity became the anchor for everything else he built.Nate shares specific campaigns that drove growth, from the all-Indiana Indy 500 tailgate to memorizing every high school mascot in the state and doing “plumber for a day” videos with sponsors. He talks about why his content leans heavily on energy, creativity, and simple iPhone production instead of high-end cinematic gear, and how bringing on local creators, a Purdue student editor, a Fishers-based mom and writer, and others, has turned Get Indiana into more than just “the Nate show.”For anyone building local media, Nate dives into the details: how to land your first big sponsors by starting with small wins (like a local insurance agent), then stair-stepping up to statewide marketing teams; why you should target brands with big budgets and low engagement; and how bundling video, newsletters, and podcast inventory into year-long deals creates predictable, scalable revenue. He’s also candid about what hasn’t worked yet, including early experiments with paid newsletters and merch drops.Follow Nate Spangle (@natespangle) on Instagram to watch these campaigns unfold in real time, and follow @getindiana for statewide stories, features, and updates. To get the newsletters Nate mentions in this episode, subscribe to Get Indiana, Get South Bend, and Get Fishers via the signup links on their social profiles.Subscribe 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.gg/zWfExN6SSZ 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#LocalNewsletters#GetIndiana#Hoosier#NewsletterBusiness#CreatorEconomy#MediaMonetization#SmallBusinessMarketing#LocalPodcast#IndianaBusiness

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

Michael Kauffman, founder of Catskill Crew and The Newsletter Club, explores innovative monetization strategies for local newsletters. He discusses the resurgence of print media and the importance of diverse revenue streams beyond ads. Michael shares his plans for a premium, wax-sealed mailer filled with exclusive content and discusses the 'local holdco' model, including products and events. He emphasizes the value of polling for validation and offers practical ad sales tactics to ensure success for sponsors and creators alike.

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.