Insider Secrets for Local Newsletter Success: Key Takeaways from Arlington Bagel Founder
In a recent episode of Local Newsletter Insider, host TJ Larkin spoke with Billy Howell, founder of the Arlington Bagel newsletter in Arlington, Virginia. With 3,500 subscribers in just 26 weeks, Howell shared valuable insights on growing a local newsletter business that any aspiring media entrepreneur can learn from.
Finding Your Niche: The Power of Focus
Howell took a different approach than many local newsletter creators. Rather than covering all local news, Arlington Bagel focuses exclusively on events and restaurant news. This laser focus has helped the newsletter connect with its target audience - primarily young women in their late twenties to early forties.
"People don't know when there's new restaurants," Howell explained. "I also feel like we live in an in-between the suburbs and the city place... so people don't have favorite restaurants." By addressing this specific need, Arlington Bagel provides clear value to its readers.
Growth Strategies That Actually Work
When it comes to subscriber acquisition, Howell doesn't rely on organic growth alone. Here are his proven tactics:
Facebook/Instagram Ads: Specifically targeting stories and reels (not feeds) within a 10-mile radius of Arlington
Strategic Timing: While conventional wisdom suggests early morning sends, Howell found better open rates at 10am and even 7pm
Referral Program: Rewards readers with birthday shoutouts (two referrals) and Arlington Bagel merchandise (eight referrals)
"The cost is going to come up as you saturate the market more," Howell noted about ad strategy. "So then maybe test feeds again and see if that cost comes down."
Creative Engagement That Builds Community
One standout feature of Arlington Bagel is its pet feature, where readers can submit photos of their pets to be featured at the top of the newsletter. "People are obsessed with getting their pets in," Howell shared. "If I see people in person, like friends that subscribe, they're always like, 'Why haven't you put my cat in yet?'"
This type of personalization creates genuine connection with readers and gives them a stake in the newsletter's success.
Monetization Insights
For many newsletter founders, turning subscribers into revenue is the biggest challenge. Howell's direct advice: "Pick up the phone and sell ads."
After trying automated email sequences and other digital outreach methods, Howell found that direct calls to businesses were dramatically more effective. His approach:
Review which newsletter links got the most clicks
Call those businesses directly
Mention their specific performance: "I was looking at February numbers... yours was the most clicked by far"
Offer to send an ad mockup
The results speak for themselves - even with just a 25% success rate on calls answered, this approach outperformed digital outreach significantly.
Scaling Through Systems
Though Arlington Bagel is still in its early stages, Howell is already planning expansion to three additional locations. His ability to scale comes from creating solid systems:
Using a consistent format each week that can be templated
Employing a writer who follows established patterns
Developing AI tools to transform rough content into newsletter-ready material
Finding sponsorships with high lifetime value (LTV) businesses like med spas
As Howell advises: "Get your core competency down, figure out what you're doing, deliver the same thing every week, and stop messing around with side quests."
For those just starting their local newsletter journey, Howell offers these key takeaways:
Focus on your value proposition - don't try to cover everything
Develop a consistent voice - readers connect with personality, not just information
Test send times - conventional wisdom might not apply to your audience
Make direct sales calls - technology won't replace the personal touch
Be careful with criticism - avoid even mild negativity about local businesses
Create engagement opportunities - find ways for readers to participate
The success of Arlington Bagel demonstrates that local newsletters don't need to replicate traditional newspapers. By focusing on specific community needs and building genuine connections with readers and advertisers, even new newsletters can quickly become valued community resources.
Whether you're just starting your local media venture or looking to grow an existing publication, these insights provide a roadmap for sustainable growth in this exciting, emerging media space.
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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