In a recent podcast episode, TJ Larkin of Local Newsletter Insider explains why local newsletter creators should think bigger and position themselves as full local media companies. While newsletters remain the foundation of a local media business, Larkin argues that expanding beyond this format creates more value, visibility, and revenue opportunities.

Larkin highlights that the biggest challenge with newsletters is limited visibility. Even with thousands of subscribers, your brand remains unknown to non-subscribers in your community. This invisibility problem affects both community impact and advertiser appeal.

Larkin recommends several strategies to transform from a newsletter into a comprehensive local media company:

Larkin recently launched a complete website using Beehive's website builder, which automatically organizes content by tags and categories. This creates several advantages:

To maintain newsletter value, Larkin suggests implementing a soft paywall where visitors see article previews but must subscribe (for free) to read complete content.

Instagram particularly serves as the "public number" of your brand's success. Unlike subscriber counts (which remain private), follower counts are visible to everyone, demonstrating your reach to potential advertisers and partners.

Even small gatherings help build brand recognition and community connections. Larkin suggests partnering with local businesses to minimize costs through advertising trade arrangements rather than focusing solely on event profitability.

Interviewing local business owners provides multiple benefits:

Beyond interviews, consider conversation-style shows discussing local news and events, essentially providing an audio version of your newsletter content.

Other opportunities include:

While Larkin emphasizes that this approach requires significant additional work, he believes it's essential for those aiming to build a sustainable six-figure business or establish themselves as community leaders. The newsletter remains the fundamental differentiator, but expanding your media footprint creates greater opportunities for growth and influence in your local market.

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