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This week, we're diving into 6AM City - the ultimate blueprint for building and scaling newsletters in the often-overlooked, high-potential niche of hyper-local newsletters.

This week’s AI gem winners from Captain Yar!

Landing Page Generator by Captain Yar

Backstory

Building a newsletter business?

6AM City is your playbook.

6AM City isn’t just another one-newsletter operation.

Led by Ryans (Ryan Heafy & Ryan Johnston), it’s a community-driven success story that turned a single newsletter into a thriving network across dozens of cities.

Here’s how:

• Start small: Create a local newsletter that genuinely connects with its community.

• Systemize: Develop repeatable processes that simplify growth.

• Scale fast: In just 9 months, they expanded from 8 to 24 cities, reaching millions.

They’re not just building a company - they’re creating a community of loyal, engaged readers who actively support local content.

What's in it for you?

1. Learn the core principles of local newsletters.

2. Discover how to amplify one publication into a thriving portfolio.

3. Get ready-to-use templates and use them for writing and attracting readers.

Opens, Clicks & Email Delivery

With 1.3 million+ subscribers and a 45% open rate, 6AM City excels in email deliverability.

Their approach combines advanced technology, personalization, and a human touch.

Here’s their approach…

• Tech That Delivers

  Tools like Brightspot (CMS), Sailthru (media emails), and Hubspot (B2B marketing) keep operations smooth. Add CitySpark for event listings and Trainual for editorial onboarding, and you’ve got a tech stack built for scalability.

• Personalized Welcome Flow

  The opt-in process transitions from landing pages to engaging pop-ups, followed by two welcome emails within five minutes.

  This not only boosts open rates but sets the tone for lasting engagement.

• Hyper-Local Content

  Every newsletter reflects its city’s unique vibe.

  They’re signed by real writers - not a faceless team - building trust from day one.

• Room to Improve

  Deliverability tips like moving emails to the Primary folder are helpful, but they’re currently a bit clunky, I tried to follow them but gave up.

  A 10-second GIF could make it seamless - check out this breakdown.

Content

The Anatomy of 6AM City’s Newsletter.

Who creates the content at 6AM City?

With a presence in 28 cities, 6AM City takes a truly local approach by having boots on the ground in every community.

They employ two local writers per city, ensuring the content reflects the unique cultural and environmental vibes of each area while staying deeply relevant to its readers.

6AM City newsletters are designed for clarity and relevance.

They pack value into a quick, 5-minute read, keeping readers coming back daily Mon-Fri.

Here’s how the content is structured…

1. Localized Start
   A weather update with sunrise and sunset times connects readers to their day.

2. Lead Story
   Engaging headlines and visuals spotlight travel, community pride, or cultural gems.

3. Engagement Focus
   Polls, RSVPs, and user-generated content foster interaction, supported by a scalable “hub and spoke” model with two local editors per city.

4. Events & News
   Curated events and bite-sized updates across tech, sports, and local happenings keep content concise yet comprehensive.

5. Positive Tone
   Avoiding divisive topics like politics or crime, newsletters focus on lifestyle, wellness, and community pride.

6. Seamless Integration
   Digital-first strategies link events and resources directly to the website, creating a connected reader experience.

7. Personal Wrap-Up
   Friendly editor notes foster loyalty and encourage feedback.

Growth

In 2016, 6AM City launched its first newsletter, GVL Today, in Greenville, South Carolina.

The mission?

Deliver hyper-local, positive news without the noise of politics or crime.

By 2021, their playbook-driven model allowed them to scale from 8 to 24 markets in just nine months, reaching 1 million subscribers by early 2022 and 28 markets in 2024.

Their processes are a model of efficiency.

New editors are trained and operational within two weeks, while new markets are built from scratch in just 60 days.

This systemized growth strategy keeps quality high even as they expand.

Social media also plays a critical role.

With 1.5M followers across platforms, 6AM City keeps the conversation going throughout the day, fostering engagement and driving newsletter signups.

This active presence not only grows their audience but strengthens community bonds.

Key metrics highlight their success:

• Subscriber Acquisition Cost (via Meta Ads) is less than $1.

• Community Engagement - a single campaign rallied over 1,000 supporters in one day, raising $40,000 to support their mission.

Monetization

6AM City has perfected the art of monetizing hyper-local content while keeping readers and advertisers happy.

Here’s how:

Audience Insights

Their audience - 75% women aged 35+ with 48% earning over $100,000 annually-is primed for high-value engagement.

Advertising Powerhouse

Mature markets achieve ARPU of $10-$15, while newer markets start at $3-$8.

Local businesses, regional advertisers, and national brands benefit from targeted campaigns across 24 cities.

Ad placement costs from $500 up to $1,500.

Diverse Revenue Streams

Beyond ads, 6AM City leverages job boards, branded content, and collaborations with nonprofits and civic initiatives.

Their efficiency is unmatched.

Pre-launch campaigns, partnerships, and Meta ads keep subscriber acquisition costs under $1, ensuring high ROI for their ad-supported model.

The Secret Sauce: Culture and Community

Internal growth is as vital as external success.

With over 115 full-time employees and 35 part-timers, 6AM City thrives on a culture of collaboration and innovation.

Team members are empowered to refine processes and contribute fresh ideas, ensuring the company stays ahead in a competitive market.

Their mission to connect people with their communities drives everything they do. Whether it’s showcasing local businesses, promoting civic opportunities, or uncovering hidden gems, 6AM City makes readers feel like insiders in their own cities.

Why 6AM City is the Playbook You Need

If you’re building a newsletter - or scaling one - 6AM City’s story is your guide.

Their playbook proves that hyper-local media isn’t just viable-it’s thriving.

From deliverability to monetization, their strategy blends cutting-edge tools, human connection, and systemized growth.

P.S. oh, and…

I hope you found value here.

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P.P.S.

Questions about newsletter growth, monetization, or other how-to topics?

Reply to this email or connect with me on ​LinkedIn.​