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Hi newsletter operators!
Got two great episodes for you today, with some really great insights. Biggest takeaway that came from both (and same as last issue): FOCUS ON INSTAGRAM!
Businesses want to see a big number of followers, reaching a relatively different audience, and building something that AI can’t replicate. Which means it’ll be MORE valuable in the future than it is now, and it’s already quite valuable.
Quick update on my end, which I get into with Brian. My apartment locator advertiser client is getting lots of leads, already closed some, and is extremely happy that’s she’s advertising with me. Already 10xed her investment in less than a month, and a lot more to come.
She sent me a long email but here’s the best part
I’d recommend trying to find out if this is a business that exists in your area. If it is, use me as a case study when trying to sell ads to them. They’d be dumb not to buy!
ALSO…
If you haven’t signed up for Beehiiv yet but are planning to, would really appreciate you using my link. It’ll save you 20% too, so why not. PLUS, if you sign up for the Max plan with my link, I’ll do a free consulting call with you! I’ve never really done affiliate stuff like this before, so wanting to see how it works.
Jas Singh: Winnipeg Digest
In just one year, Jas built Winnipeg Digest to 33,000 subs and 70,000 social followers, all while testing new revenue lines. This episode, he breaks down what’s working now: events, creative testing at scale, and his next bet; Christmas lights.
Top Three Takeaways
1. Coffee Parties + Local Markets
Events are now a proven second revenue stream for Jas. By co-hosting vendor markets and inventing creative social gatherings, he’s pulling revenue without heavy overhead.
Co-marketed curated vendor markets: 80 vendors × $300 = $24,000+
Started morning “coffee parties”—50 tix sold out in 1 hour
New twist: DJ + 4-foot Jenga tournament to keep energy up
2. Meta Ads Still Working at Scale
33k subs in, Jas is still acquiring for an average of 75cents with creative testing.
“We’ve probably tested 70–80 creatives this year”
Key move: use your popular Instagram posts as ads
Used SwipeFile.com to swipe/test new hooks, formats
3. From Newsletter to Home Services
Jas is launching a Christmas lights business this winter, using the newsletter as the demand engine. It’s seasonal, low-risk, and perfect for his audience of local homeowners.
Seasonal, simple, and perfect for his core demo (home-owning moms)
“It’s got a clear before/after. Great for ads”
Goal: Use trust + reach to monetize without needing outside sponsors
Action Steps for Operators
Test any sort of live event: AI training, happy hour, dating event, etc.
Use SwipeFile.com and top-performing IG posts for ad ideas.
Start segmenting seasonal biz ideas by audience fit.
Brian Skinner: Marin Buzz
Brian Skinner runs Marin Buzz, a local newsletter out of Northern California—and he’s moving fast. In just five months, he’s hit 4,400 subs, cracked the Instagram growth code, and built a monetizable asset with real traction. Here’s how he did it.
Top Three Takeaways
1. Build Optionality with a Local Media Company
Brian didn’t start Marin Buzz with a clear monetization plan. Instead, he focused on building local influence and trust to unlock future opportunities.
“Having this local newsletter will make everything easier in the future”
Local influence can power initiatives from charity events to tech startups
You don’t need a clear path, audience creates leverage
2. Smart Instagram Growth Wins Local Biz Cred
Local businesses often value Instagram follower counts more than email subs. Brian adjusted by growing IG fast and optimizing for perception, not just performance.
Used Facebook ads to grow both subs + IG followers at once
Manual follow-unfollow strategy: 100/day, 5mins per session
“You need that big public number...everything gets easier”
3. Warm DMs > Cold Emails for Selling Ads
Brian cracked IG outreach by mining his follower list.
Used AI to scrape bios, filter biz accounts, and rank by size
Sent 5 DMs/day, got 20%+ reply rate
Closed $250/mo gym + $100/event sponsors with minimal friction
Action Steps for Operators
Starting making Instagram videos however you can with low friction.
Consider building a “Top 10” style lead magnet for Instagram to get subs.
DM your IG followers. Focus on biz accounts already following you.
Test monetization early with small event ads ($100–$250 range).
How Employment is Projected to Transform in Media During the AI Era
We all know how AI is coming for so many industries, and media is no different. But being entrepreneurs, we can leverage it for our benefit. Being an entrepreneur is hard, but so is being an employee with AI hanging over your head. Choose your hard.
Read it here.
11 Design Ideas You Should Steal for Your Newsletter
Some really great design ideas in here worth thinking about. The City Cast one specifically is great. I’ve seen it before and thought how killer their footer is. I’m a believer in good design, so take some of the better ideas here and incorporate into your newsletter.
Read it here.
How to Win at Ad Sales (term glossary)
If you’re new to the space and want a quick way to learn all the terms we discuss related to ads, check this out!
Read it here.
Looking for more from me? Here are the ways I can help:
🎙️ The Podcast - Deep-dive conversations with successful newsletter operators sharing their playbooks and lessons learned | Link
📧 This 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 - My team and I get you 100% percent set up perfectly to launch the right way out of the gate | Link
🔗Sign Up for Beehiiv - Use my link, because you’re a thoughtful person who wants to help others succeed. And it’ll save you 20%, so just be selfish and do it | Link
Discover all these resources and more at localnewsletterinsider.com
That’s all I got for this issue. If there’s anything you want me to cover or talk about for the next edition, reply to this and let me know!
And reply and let me know if you want to be a guest on the show. Just tell me what you’re up to, and assuming you’re a good fit, I’ll have you on (if you’re reading this, you’re most likely a good fit).
How'd I do?
Thanks for reading Local Newsletter Insider! Please reply and let me know what you think, or anything you think I could do better. Love to get some actionable feedback.
