Local Media HQ

In this episode, Tance Hughes shares how he launched and grew The Miss Lou Brew across two small river towns (Vidalia, LA and Natchez, MS) with a combined population around 20,000. We cover realistic upsides and downsides of operating in a tiny market, why list size isn’t everything, and how he ties the newsletter to his other local businesses. We also dig into acquisition strategy, where Meta ads—not fancy plans—did the heavy lifting.

Tance explains why “ugly” video-background ads with text outperform polished creatives, the importance of rotating assets to manage frequency burn in small geos, and why shorter, more frequent sends boost engagement and ad inventory. He also opens up about brand awareness vs. direct response for brick-and-mortar, the growing role of events, and his early experiments generating advertiser leads with paid campaigns.

You’ll learn practical takeaways: keep creatives fresh, prioritize speed-to-test over perfection, send more often (but shorter), and lean into reader pain points in your copy. We wrap with thoughts on using simple automations to follow up with inbound leads so they don’t go cold.

Guest links and info: Tance Hughes — active on LinkedIn; publisher of The Miss Lou Brew (local newsletter) and The Ruralpreneur (for entrepreneurs in small towns); marketing director at Growletter; owner of PJ’s Coffee (title sponsor in his market) and a local self-storage facility.

#LocalNewsletter #SmallTownMarketing #EmailGrowth #MetaAds #CreatorEconomy #NewsletterMonetization #B2BNewsletters #EventMarketing #DigitalMarketingTips #RuralEntrepreneur

Nick “NoHo Nick” Roberts joins TJ to share the operating system behind his San Fernando Valley newsletter: organic growth, consistent social video, and community-first curation. He compares TikTok vs. Instagram, explains why he edits inside TikTok for speed, and shows how he slices one newsletter into multiple neighborhood-specific posts to find what the algorithm favors.

You’ll hear how collaborator posts expand reach, why reposting your “who I am and why subscribe” message actually works, and how replying to great comments with short videos creates a built-in testimonial engine. They also cover list quality vs. scale, why manual posting still makes sense, and how print’s “hold it in your hand” effect shapes local buyer psychology.

Finally, Nick and TJ dig into revenue: hitting break-even, setting rates when buyers don’t ask for CTR, and practical plays like co-branded tours, pop-up headshot days, and premium real-estate features. Actionable, specific, and tailor-made for local operators.

Guest contact info: 

Nick Roberts

Website: nohonick.com

Email: [email protected]

Socials: @nohonick (TikTok, Instagram, etc.).

#LocalNewsletter #AudienceGrowth #TikTokMarketing #InstagramCollab #EmailMarketing #LocalMedia #ContentRepurposing #Bootstrapped #RealEstateMarketing #SanFernandoValley

Creators and local newsletter operators want in-person connection without the headache of planning events. In this episode, Rae Lambert shares how DNNR (pronounced “dinner”) turns audiences into white-labeled dinner clubs with zero heavy lifting. Listeners learn how personality quizzes, AI matching, and day-of restaurant reveals create table groups of six and a post-dinner meetup that brings multiple tables together.

Rae explains pricing (commonly a $16 seat, food not included), how DNNR handles reservations and communications, and why this model beats traditional pop-up dinners or host-centric meetups. She walks through real examples—from a small New England podcast filling seven tables on launch to multi-city founder networks segmenting investors, founders, and service providers—plus smart ways to group parents, business owners, and more without fragmenting your funnel.

Key takeaways: keep top-of-funnel broad, let matching do the segmenting, aim for three or more tables to power a lively after-party, and lead with value to keep service-provider “pitchiness” from derailing community quality. We also cover why local IRL connection is rising in the AI era and how this becomes both a monetization and growth engine.

Guest contact & links: 

Rae Lambert • DNNR 

https://dnnr.io

#CommunityBuilding #LocalNewsletters #CreatorEconomy #DinnerClub #AudienceMonetization #IRLEvents #AIMatching #LocalBusiness #Meetups #DNNR

Justin Gordon returns to share the LA Grind playbook: a local newsletter for founders, operators, and investors in Los Angeles that blends curated events, deal flow, jobs, and “living in LA” picks. In just four months, he’s crossed ~5,200 subscribers (as of Sept 25) and turned the list into a thriving in-person community.

We dig into the growth stack (Meta ads + LinkedIn + event flywheels + Luma), why paying $1–$1.50 per subscriber can still be a steal, and how welcome surveys/polls power better sponsors and programming. Justin also shares his low-lift event philosophy—hikes, mixers, breakfasts, coffee meetups, even poker—that keeps logistics simple while relationships compound.

You’ll hear concrete monetization tactics: recurring $29/month memberships with 2+ curated events, ticketed mixers with sponsors, and how he uses survey data to line up bigger vertical partners (like real estate) and explore recruiting/job board revenue. We also cover expansion thinking (SF/NY), intimate retreats vs. larger summits, and how to decide what to launch next.

Guest contacts: 

Justin Gordon

Website: thelagrind.com

#LAStartups

#LAtech

#LocalNewsletter

#NewsletterGrowth

#CommunityBuilding

#EventMarketing

#CreatorEconomy

#StartupEvents

#MembershipModel

#JustinGordon

Ashlyn of Cypress Digest breaks down how she grew a Houston-area local newsletter to ~3,300 subscribers with a ~53.6% open rate and ~11% CTR, then flipped the switch on revenue. The headline tactic: a simple Facebook Lead Ad campaign that brought in ~75 advertiser leads for about $60—sub-$1 per lead—by pitching “partnerships” to local businesses instead of generic ads. She compares this inbound flow to slower, time-intensive methods like cold email, scraping, and chasing gatekeepers.

She also explains using Apollo as an affordable CRM/data source to bypass catch-all inboxes, how she warms prospects (DM → email open → call), and where cold calling fits for higher-LTV categories. Beyond ads, Ashlyn shares a scalable directory play built on a V0 (vZero) subdomain, plus how “Local Falcon” informs which businesses to list and later upsell. We also dig into competing with big-box local media and why speed, focus, and pricing help a solo publisher win.

Takeaways include: test fast and kill what doesn’t work; pitch outcomes, not placements; use demographics and creative samples to close; create low-ticket on-ramps (directory listings) for small operators; and blend front-end ads with back-end local SEO services for durable value. If you’re building a local media business, this is a concrete blueprint.

Guest Contacts:

Ashlyn Brooks

Cypress DigestWebsite: cypressdigest.com

Directory: directory.cypressdigest.com

Email: [email protected]

#LocalNewsletter #LeadGen #FacebookAds #LocalSEO #Beehiiv #SmallBusinessMarketing #DirectoryListings #ColdEmail #ApolloIO #CommunityMedia

This episode dives into how a local newsletter can punch above its weight by pairing digital reach with in-person events. John Apolinar of Scottsdale Scoop shares the playbook behind his first paid happy hour—securing a sponsor, choosing a venue (the W in Old Town), and using raffle incentives to boost registrations. We dig into why IRL touchpoints build trust and open doors for bigger partnerships down the line.

John breaks down his early results (37+ paid signups, ~$500 in tickets), the sponsor economics (venue and first drink covered), and seed-stage interest from brands—including Rivian—eager to host future gatherings. We also cover content that pops on Instagram (short green-screen updates, new openings/closures, and carousels), plus how a student intern from Handshake can produce dependable carousel posts each week.

You’ll hear a candid look at monetization: using SmartLead for cold outreach (with burner domains/inboxes), why high-ticket local categories convert better, packaging two newsletter ads with an event, and the next frontier—turning the welcome flow into consistent CPL revenue so paid acquisition can scale. Key takeaways: keep the first event simple, sell packages not one-offs, track what performs on IG, and experiment with segmented onboarding offers.

Get in touch with John Apolinar

🐦 Twitter / X: it’s “John Apolinar” (DMs open)

Get started with Smartlead: https://www.smartlead.ai/?via=92189

#LocalNewsletters #Scottsdale #EventMarketing #CommunityBuilding #NewsletterGrowth #Sponsorships #InstagramMarketing #ColdEmail #LocalMedia #Beehiiv

In this episode, TJ digs in with creator and local media operator Jacob Espinoza on what really works for a city-focused podcast and Instagram presence. They cover why local podcasts are hard to grow, the outsized networking value of interviews, and how to keep production simple enough to sustain week after week. You’ll hear how Jacob repurposes interviews across newsletters and short-form video to multiply reach.

Jacob breaks down his toolkit (Riverside, repurposing flows, and Beehiv-style newsletter ops), his “green screen” explainer format for rapid local updates, and the difference between teaser-style clips and value-first reels that spark comments. They also discuss timing newsletters (evening sends), testing subject lines with AI, and packaging multi-platform inventory sponsors actually want.

You’ll learn how to price and pace sponsored reels, balance ads with organic value, and use social proof from Instagram to close deals—even if your podcast listens are modest. Jacob shares practical tactics for finding early guests, posting imperfect clips to learn faster, and making “make-goods” when a sponsored post underperforms.

Get in touch with Jacob Espinoza

📸 Instagram: What’s Happening Salem

🎥 TikTok: What’s Happening Salem

🐦 Twitter/X: @MrJacobSB

📸 Instagram (personal): @MrJacobSB

#LocalMedia #Podcasting #InstagramReels #ShortFormVideo #GreenScreen #NewsletterMarketing #Sponsorships #ContentStrategy #RiversideFM #Beehiiv

This episode dives into how local newsrooms can turn written stories into habit-forming podcasts. Paul Gewuerz of LocalPod explains his “news blast” format—8–12 minute shows that package top stories, quick ad breaks, and local happenings—plus how AI text-to-speech streamlines production without sacrificing editorial quality.

We also unpack why newsletters and podcasts overlap so strongly and why upgrading away from clunky PDF “e-papers” is table stakes in 2025.Paul details a surprisingly effective growth channel: geo-targeted audio ads. Using platforms like AudioGo, publishers can place 30-second promos inside podcasts and music apps in specific ZIP codes—reaching people who are already audio-first.

We discuss where legacy outlets are adapting well, where they’re still stuck, and how digital-first independents (including LION Publishers members) are carving out sustainable businesses.

Key takeaways: start with a short, consistent show; repurpose your best stories; promote through your newsletter; test geo-targeted audio ads; sell creative placements that drive foot traffic; and remember that local trust becomes more valuable as AI floods the broader web.

We also touch on franchise and network models (e.g., TapInto) and creative cross-subsidiaries that can fund journalism in smaller markets.

Get in touch with Paul Gewuerz

🌐 Website — localpod.co

📧 Email — [email protected]

🎙️ Podcast — Small Press Big Ideas

📰 Newsletter — Local News Industry Pulse (on Beehiiv)

💼 LinkedIn — Paul Gewuerz

#LocalMedia #Podcasting #AIinMedia #TextToSpeech #Newsletters #AudioAds #GeoTargeting #MediaMonetization #LocalNews #SmallPressBigIdeas

Agency operator Nathan May joins to unpack what actually scales newsletters in 2025: disciplined paid acquisition on Meta, creative that calls out real problems, and a monetization ladder that doesn’t stop at ad slots. We contrast broad B2C with small-but-mighty B2B niches—and show why “local + [professional audience]” can 10x sponsor value.

We get tactical: swipeable internal workflows for AI-assisted curation, using post-signup forms to optimize for the right readers, and specific ad concepts sourced from Reddit (e.g., solving loneliness with events content). We also break down selling in the early days—DMs to high-LTV categories, showing up in person, and smart bundles across newsletter, site, and reels.

Key takeaways: execution beats incumbents, qualify your funnel, build offer packages not one-offs, and add local video to protect against “AI slop.” Plus, why big platforms may automate more of targeting/creative—but strategy and signals still win.

Guest Contact Information: Nathan May

Agency: The Feed Media

Newsletter: Newsletter Growth Memo

Podcast: Personal IPO with Beehive

#LocalNewsletters

#NewsletterGrowth

#MediaMullet

#LocalMedia

#MetaAds

#Beehive

#B2BMarketing

#AIforWriters

#CreatorEconomy

#AdSales

In this conversation, entrepreneur and creator Tim Stoddart explains why authenticity and consistency outperform overproduction—and how those same principles power high-margin local service businesses. We dig into his journey from documenting sobriety to building media assets, agencies, and newsletters, and why local SEO remains a durable path for independents.

Tim shares a clear model: start with a simple, repeatable service (local SEO), add media to build authority, and layer in directories for compounding leverage. We break down “winner-take-most” local packs, realistic pricing, and why delayed gratification is the core SEO skill. He also tackles packaging: how to combine newsletter ads, listings, podcast features, and basic SEO into offers that businesses actually buy.

You’ll learn how to pick higher-ticket local niches, sell without undercutting yourself, and structure processes that ship every week. We also zoom out on AI’s impact: why local intent is a protective moat and why community, offline touchpoints, and real-world presence are only getting more valuable.

Get in touch with Tim:

Website & personal newsletter — TimStodz.com

YouTube — Tim Stoddz

wordofmouthconversations.com

Copyblogger — Copyblogger.com

Social:

Twitter / X — @TimStodz

LinkedIn — Tim Stoddart

Instagram — @TimStodz

TikTok — @TimStodz

#LocalSEO #Directories #NewsletterGrowth #CreatorEconomy #SmallBusinessMarketing #PersonalBranding #ContentStrategy #AgencyLife #Hyperlocal #Entrepreneurship