5 Game-Changing Strategies for Local Newsletter Success PT. 2
In a revealing conversation on the Local Newsletter Insider podcast, host TJ Larkin sits down with Alex, co-founder of Mount Juliet Buzz, to unpack proven strategies for building a successful local newsletter. With over 3,400 subscribers in a town of just 45,000 people, Alex's team has created a thriving community platform without relying heavily on paid acquisition. Here are the key insights every local media entrepreneur needs to know.
Build a Team for Sustainable Growth
Mount Juliet Buzz isn't a solo operation—it's powered by three partners with complementary skills. Alex (mortgage broker), John (real estate agent), and Amber (operations) share responsibilities, making the workload manageable while creating a newsletter that resonates with their community. This team approach allows for consistent content production without burnout.
"We're kind of just getting our feet under us and being the boots on the ground, loving on the community... We have a joke—this is our retirement, we just don't know how yet."
Monetization Beyond Traditional Advertising
While Mount Juliet Buzz generates $500-800 monthly from ads, the team recognizes ads aren't their end game. They're exploring several innovative revenue models:
High-LTV Business Integration: Both Alex and John promote their mortgage and real estate businesses through the newsletter, generating valuable leads
Exclusive Partnership Model: Considering a premium model where 12 businesses pay $500/month for year-long exclusive advertising rights
Referral Partnerships: Creating affiliate relationships with local service businesses
Trusted Vendor Directory: Developing a curated list of pre-vetted local service providers
Leverage Video to Build Personal Connection
One of the most compelling strategies discussed was creating short-format video content to complement the newsletter:
Weekly Recap Show: A 5-minute casual conversation between the three co-founders discussing newsletter highlights
Real Estate Update: Brief market insights providing value while showcasing expertise
Multi-Platform Distribution: Using these videos across email, social media, and YouTube to increase touchpoints
This approach makes the newsletter team "defensible against AI" by creating genuine personal connections with readers.
Growth Through Community Integration
Rather than relying heavily on paid acquisition, Mount Juliet Buzz has grown primarily through:
Strategic Facebook Group Partnership: Collaborating with a large local Facebook group to capture new subscribers during the join process
Referral Contests: Regular campaigns where subscribers who refer friends enter to win prizes from local businesses
Authentic Local Coverage: Building trust through consistent, quality local content
The podcast reveals a clever solution for newsletters struggling with content volume or email size limitations:
Split Weekly Content: Divide content into two shorter newsletters (e.g., Tuesday events, Friday news)
Maintain Value in Each Edition: Ensure both editions provide distinct value
Increase Brand Touchpoints: More frequent, shorter newsletters improve brand recognition
The Long-Term Vision
What stands out most is Mount Juliet Buzz's patient, community-first approach. Rather than chasing immediate monetization, they're building a valuable local asset that could evolve in numerous directions.
"This is huge. This is going to be huge. We just don't know what it will be yet," Alex explains.
For local newsletter operators, the lesson is clear: focus on building genuine community connections first, and the monetization opportunities will follow.
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How I Can Help You Succeed
Before we dive into this week's insights, I want to make sure you know about all the resources available to support your local newsletter journey:
🎙️ The Podcast - Deep-dive conversations with successful newsletter operators sharing their playbooks and lessons learned | Link
📧 This Weekly Newsletter - Quick, actionable tips delivered straight to your inbox every week | Link
🧠 1:1 Consulting - Personalized guidance tailored to your specific newsletter challenges Link
🚀 Launch Accelerator - A structured program to help you go from idea to profitable newsletter in record time | Link
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