📌 The hidden revenue in local news

surprising way local news creates value

Author

Anatoly Zaslaver
March 07, 2025

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Hey there! 👋

This week, we’re diving into Catskill Crew by Michael Kauffman - a local newsletter that’s riding the wave of explosive growth and serious monetization potential.

Simple to start, powerful to scale - let’s break it down.

This week’s 3 handpicked email gems…

Backstory

When local newspapers faded, so did the heartbeat of small-town communities. Michael Kauffman didn’t try to revive them—he built something better.

Catskill Crew started as a digital bulletin board for local events, history, and community buzz.

Launched in October 2023 with zero subscribers, it skyrocketed to 12K+ readers in just a year.

Now, it’s more than a newsletter - it’s a thriving brand pulling in six figures, spinning off into real estate, fly fishing, and even a Catskills-themed Monopoly game.

What's in it for you?

1. The Most Valuable Growth Strategy

2. Multiple Monetization Streams

3. The Newsletter is Just the Start

Email Delivery

Getting people to open a newsletter takes the right mix of content, design, and a solid email platform. For high-quality content and reliable deliverability to thousands, check out beehiiv (check this out).

His sign-up flow is straightforward and effective, proving that community-based focus outperforms even Gmail’s Promotions folder.

  1. Landing Page

    A bold, unconventional landing page with strong social proof - 20,000+ subscribers and glowing testimonials - instantly reassures you that you’re in the right place.

  2. Welcome Email:

    Smart design, sleek style, and an engaging survey right off the bat - perfect ingredients for rock-solid deliverability from the first email

Content

What is the content structure?

1. What sections does it consist of?

  • Events & Happenings – The heart of the newsletter.

  • A curated list of handpicked local events, from brewery tastings to outdoor adventures. Some events are featured as paid placements.

  • Community Stories & History – Short, engaging write-ups about the Catskills' rich past (think old bluestone quarries, bark tanning, and hidden landmarks). This creates deep connections with readers and a sense of place.

  • Interactive Polls & Surveys – Readers vote on new features, events, and merch, making them feel involved. This also fuels engagement and data-driven decisions.

  • Local Business Features – Organic and sponsored highlights of small businesses, reinforcing local trust and partnerships.

  • Limited-Edition Merch Drops – Announcements for exclusive, subscriber-approved products (like the Catskills Monopoly board) that drive urgency and sales.

2. Writing Style & Format:

  • Casual & Playful – It reads like a conversation with a local insider, not a stiff editorial.

  • Bite-Sized & Scannable – Short paragraphs, bold highlights, and emojis keep it digestible.

  • Consistently Evolving – Every issue experiments with new segments while staying true to its core theme.

Growth

1. What growth channels are used?

  • Organic first (Reddit, Instagram, Facebook groups, local business collaborations).

  • Paid second (Meta ads, running at an industry-beating $0.38 - $0.50 CPA).

  • Event-based growth (word-of-mouth and business partnerships).

2. What’s the proportion between organic and paid growth?

  • First 4,000 subscribers: 100% organic.

  • From 4,000 to 20,000: 50/50 organic and paid ads.

  • October 2023 – Started at zero subscribers.

  • Early 2024 – Hit 1,000 subscribers (all organic).

  • Mid-2024 – Reached 3,900 subscribers organically.

  • October 2024 – Doubled subscribers in one month using Meta ads.

  • December 2024 – Over 12,000 subscribers and six-figure revenue.

  • February 2025 - Over 20,000 subscribers.

  1. Newsletter Club

    Michael saw an opportunity to unite newsletter creators facing growth and monetization challenges.

     

    He launched the Newsletter Club, a community of 70+ members where publishers share strategies and scale faster together.

    It’s now a go-to hub for mastering local newsletters with expert calls, case studies, and real-world insights.

Monetization

2. Main revenue sources

  1. Sponsorships ~ 47%

  2. Merch & products ~ 42%

  1. Events ~ 7%

  2. Partnerships ~ 4%

3. Revenue progression

  • First 3 months: No monetization (strategic trust-building).

  • Months 4-6: Introduced selective sponsorships.

  • Months 10-12: Projected $101,500 in revenue over 60 days.

4. Specific monetization hacks

  • Selling premium ad slots directly to businesses instead of using standard CPM pricing.

  • Surveying the audience before launching any new revenue stream (e.g., Monopoly board, discount cards).

  • Giving away free ad space initially to build relationships with high-value advertisers.

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P.S. oh, and…

I hope you found value here.

If so, please forward this to 2 friends who might benefit as well - sign up here.

P.P.S.

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

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

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