How a Local Newsletter is Redefining Community Media in a High-Competition Market

In a media world dominated by legacy publishers and global headlines, John Apolinar is proving there's still gold in your own backyard. With just a laptop, sharp instincts, and a relentless focus on community, John launched Scottsdale Scoop—a hyperlocal newsletter covering entertainment and lifestyle in one of Arizona’s most coveted cities. In just three months, he’s grown it to 3,300 subscribers with a jaw-dropping 63% open rate and 13.4% click-through rate.

In a candid conversation with TJ Larkin, John breaks down exactly how he’s navigating competition from legacy magazines, acquiring readers on Reddit and Facebook, and pitching advertisers in a city where no one knows what a newsletter even is. If you’ve ever dreamed of turning your city into a media franchise, this one’s for you.

Owning the Scottsdale Narrative

In a city filled with wealth, real estate, and cultural cachet, no one was telling the daily stories—until now.

Scottsdale is affluent, growing, and packed with new developments. But John noticed a gaping hole: no one was consistently covering the lifestyle side of local life. “I was shocked,” he said. “I looked around and thought, ‘How has nobody started a newsletter here yet?’ So I just launched it on January 1st.”

Rather than dive into hard news, John smartly targeted the kind of content people want to read: openings, events, bar scenes, and high-end real estate. The vibe? Fun, light, and digestible—tailored perfectly to Scottsdale’s demographic.

Growing Fast—Without Breaking the Bank

Smart, scrappy acquisition tactics helped John rack up 3,300 subscribers in 90 days.

John’s growth strategy combines paid and organic tactics:

• Facebook Ads: His main subscriber engine.

• Reddit Posting: Weekly threads on r/Scottsdale earned him 500+ signups for free.

• Instagram Cold DMs: Landed his first advertiser with a direct pitch via social.

His strategy shows that you don’t need a huge team or marketing budget—just consistent execution, clever copy, and community knowledge.

Why Local Magazines Can’t Compete

Legacy media may look impressive, but John’s newsletter offers what they can’t: direct, trackable engagement.

The competition in Scottsdale? Glossy, ad-stuffed magazines. But they’re mass-mailed without consent, with inflated impression numbers based on outdated assumptions. “They say four people read each copy,” TJ jokes. “It’s ridiculous.”

In contrast:

• John's readers opt-in.

• He offers exclusivity—just 2-3 sponsors per issue.

• Sponsors get direct response metrics, not vague distribution claims.

As John puts it: “It’s a direct response ad. You’re catching them on their phone. If they click, they’re seeing your landing page right away.”

Cracking the Local Advertising Code

The biggest challenge? Educating local businesses that newsletters are a serious media channel.

John has years of B2B media experience, selling ads for big-name newsletters like Inside.com and Superhuman. But local is different. “Most of these business owners don’t even know what a newsletter is,” he admits.

He’s focused on:

• Targeting high-ticket services: Roofing, law firms, med spas, realtors.

• Pitching brand alignment: Not just clicks, but being the local brand everyone sees weekly.

• Bundling ad spots: Two-issue packages to “ride the wave of audience growth.”

The biggest hurdle? Just getting a meeting. Cold emails rarely work. Phone calls get screened. So he’s shifted to network-first sales.

The Chamber Hack That Changes Everything

Want to meet the CMO of the local hospital? You won’t do it online.

TJ and John agree: face-to-face is the game-changer. Joining the local Chamber of Commerce opened doors John couldn’t access through cold outreach.

“There are five events a week in Scottsdale,” John says. “Ribbon cuttings, AM/PM Connects, forums. I just show up once a week and build real relationships.”

It’s not just about immediate sales. It’s about becoming a recognizable name in the local ecosystem—and having real humans pitch your newsletter behind the scenes.

Building the Long-Term Media Flywheel

This isn’t just a side hustle. John is building a distribution asset with endless potential.

“Why am I doing this?” John reflects. “Because a newsletter is a distribution list you own. It’ll power any future venture I start.”

His long-term play:

• Expand to multiple newsletters or topics (e.g. real estate, events, restaurants)

• Launch a website and podcast to deepen brand trust

• Hire local talent to scale Instagram Reels and IRL coverage

By layering these media formats, John aims to turn Scottsdale Scoop into a true local media brand.

Bringing It All Together

John Apolinar’s story is a masterclass in how to dominate local media through lean execution, deep community involvement, and long-term thinking. Whether it’s breaking away from magazine-era metrics or out-hustling better-funded competitors, his approach offers a blueprint for anyone ready to turn “just a newsletter” into a media empire.

And here’s the best part: he’s just getting started.

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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