Building Thriving Local Newsletters with TJ Larkin | Episode 6 | The LetterStack Podcast

What does it really take to build a profitable local newsletter network? In this episode of The LetterStack Podcast, Renga sits down with TJ Larkin, founder of multiple community-focused newsletters across the U.S., to uncover the secrets behind starting, scaling, and monetizing local newsletters.TJ shares how he grew from 2 neighborhood newsletters to 13+ across the country, serving tens of thousands of engaged readers, and what makes local newsletters a powerful business model in 2025.You’ll learn:How TJ got started in Austin suburbs and expanded nationwideWhy local events, restaurants, and new business coverage drive the most engagementThe content framework that keeps readers hookedBest subscriber acquisition tactics (Meta ads, growth hacks, giveaways)Smart monetization strategies for local newsletters (ads, sponsorships, directories)How to partner with local businesses and even launch spin-off venturesWhy directories, family events, and community engagement are the next frontierWhether you’re planning to start your own hyperlocal media business or just curious about the future of newsletters, this episode is packed with actionable insights.⏱️ Timestamps00:00 – Intro: Why local newsletters matter01:10 – Meet TJ Larkin & his journey into local newsletters03:22 – Starting with Austin suburbs & early lessons04:42 – Expanding via partnerships & scaling up05:20 – How the Scoop newsletters curate content07:20 – Why suburbs are underserved & full of opportunity09:00 – Events, restaurants, and positive news as content pillars12:17 – What’s the best time to send local newsletters?14:08 – Subscriber acquisition: Meta ads, giveaways & growth hacks18:34 – Monetization beyond ads: agencies, packages & cross-selling22:00 – Local directories & why they’re an untapped opportunity24:35 – Sales hacks: free listings & podcasts as entry points25:42 – How big is the Scoop network today? (13+ newsletters, 60K subs)27:20 – Behind the scenes: operations, content & ad campaigns28:59 – Advice for starting hyperlocal/niche newsletters33:00 – Using surveys & segments to niche down later34:20 – Offline opportunities: local events & meetups36:58 – Where to find TJ: Local Newsletter Insider Check out TJ’s work at www.localmediahq.comSubscribe to LetterStack for more deep dives with newsletter operators: LetterStack.co