Michael Kauffman: Building a Successful Local Newsletter Business
In this insightful interview, TJ Larkin speaks with Michael Kauffman, founder of Catskill Crew, about building successful local newsletters and innovative monetization strategies beyond traditional advertising.
Key Highlights
About Michael Kauffman and Catskill Crew
Michael runs Catskill Crew, a local newsletter in New York's Catskill region
He also manages Newsletter Club, a premium community for newsletter operators
His approach focuses on authenticity, community engagement, and creative monetization
Design and Branding Strategy
Michael emphasizes unique visual design to stand out in crowded inboxes
Uses a combination of Midjourney, Canva, and historical elements that reflect the Catskills
Believes even simple changes like background color can dramatically improve newsletter recognition
Creative Monetization Approaches
Beyond Traditional Ads: Michael divides monetization into traditional (ads, sponsors, affiliates) and creative strategies
Community-Driven Products: Created "Catskillopoly" (a Monopoly-style board game) based on subscriber feedback
Discount Cards: Partnered with local businesses for subscriber benefits that also promoted his newsletter
Events: Hosts community gatherings that generate revenue while building relationships
Merchandise: Sells branded items that strengthen community identity
Building Community
Lets subscribers drive content direction through feedback and voting
Values authenticity over maximizing short-term revenue
Creates experiences that connect people in real life
Competition and Collaboration
Embraces other local newsletters in his area (14 new ones recently launched)
Believes multiple newsletters can coexist by serving different niches
Sees the biggest competition as traditional media and lack of awareness about newsletters
Future Ventures
Recently launched Newsletter Ventures, focusing on helping newsletter operators monetize effectively
Building an agency, micro fund, and collectives for newsletter operators
Plans to create tools specifically for newsletter monetization
Defending Against AI and Technology Threats
Believes newsletters that create unique value will survive AI summarization
Focuses on creating content people would actively seek out rather than passively consume
Sees community as the ultimate defensive moat in an AI-driven world
This episode offers valuable insights for current and aspiring newsletter operators looking to build sustainable businesses through community engagement and diversified revenue streams beyond traditional advertising models.
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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Discover all these resources and more at localnewsletterinsider.com
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