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Local Media HQ

TJ Larkin
Local Newsletters
Local Media
Community Engagement
Monetization Strategies
Advertising
Instagram
Local News
Social Media Marketing
Newsletters
Social Media
Real Estate
Local Events
Sponsorships
Facebook Ads
Content Creation
Entrepreneurship
Local Advertising
Audience Engagement
Community Building
Newsletter Monetization

Local Media HQ is the definitive podcast and consulting resource for entrepreneurs or anyone interested in modern, creator-led local media brands, as well as local newsletters. Host TJ Larkin provides exclusive insights, proven frameworks, and actionable strategies that help local media and newsletter publishers accelerate growth and maximize profitability. P.S. If you're monetizing an audience, c... more

PublishesWeeklyEpisodes82Foundeda year ago
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Artwork for Local Media HQ

Latest Episodes

Check out Greetform here: greetform.com/

In this episode of the Local Media HQ show, host TJ Larkin interviews Price Foulger, the creator of Low Tide Local in Northern California. Price shares his journey of launching a local newsletter focu... more

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Check out Greetform here: greetform.com/

In this episode, TJ Larkin interviews Travis from What's on Goldie to discuss how he built a massive local media presence on Australia's Gold Coast. Travis shares his journey from managing the platfo... more

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In this episode of the Local Media HQ Show, host TJ Larkin sits down with Andrew Smith, the founder of Huntsville Explorer, a hyper-local media brand based in Huntsville, Alabama. Andrew shares his journey of transitioning from a planned statewide bl... more

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Welcome to Part 2 of our masterclass with Marissa Lavelle, the founder of From Boise. In this segment, host TJ Larkin pushes past basic business theories to uncover the exact day-to-day operations, hiring systems, and backend frameworks that keep a s... more

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In Part 1 of this episode, host TJ Larkin sits down with Marissa Lavelle, founder of the hyper-local media brand From Boise, to pull back the curtain on building a highly profitable local newsletter. Marissa shares her foundational journey, detailing... more

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In this episode, TJ Larkin sits down with Ethan Brooks, founder of the Austin Business Review, to explore the mechanics of building a successful local media company. Drawing on his background as an editorial writer at The Hustle and a founding team m... more

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In this episode of the Local Media HQ show, host TJ Larkin sits down with Paul Gewuerz, founder of LocalPod and creator of LocalPod Studio. The conversation focuses on the modern intersection of AI technology and the legacy local media landscape. The... more

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In this episode, TJ Larkin sits down with Nick Pollock, who transformed a side hustle into a full-time local media business in just 18 months. Nick shares how he grew his two Canadian brands, the Oakville Digest and Burlington Digest, to a combined 2... more

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Recent Guests

Price Foulger
Founder/CEO of Low Tide Local, a Santa Cruz-based local newsletter and media brand
Low Tide Local
Episode: The Unique Marketing Strategy Home Service Companies Are Missing
Andrew Smith
Founder/Operator, Huntsville Explorer
Huntsville Explorer
Episode: Earning $100k+ Running a Local Media Brand Part Time
Marissa Lavelle
Creator of From Boise newsletter
From Boise
Episode: How From Boise Reached $200k+ a Year Part 1
Ethan Brooks
Founder of the Austin Business Review
Austin Business Review
Episode: How to Create 3 Monetization Buckets as a Local Media Brand
Paul Gowertz
Founder of LocalPod, expert in local media podcasting
LocalPod
Episode: Why AI is a Boon for Local Media
Francis Zierer
Creator Spotlight founder/editor
Beehive
Episode: Navigating the Local Creator Economy
Louis Nicholls
Founder of Spark Loop
Spark Loop
Episode: Monetizing your Local Newsletter on-boarding flow
Dylan Redekop
Runs Growth Currency; co-host with Chanel at Growth in Reverse
Growth Currency; Growth in Reverse
Episode: The Barnacle Strategy for Media Brand Growth
Mike Richardson
Founder of Kid Friendly Seattle
Kid Friendly Seattle
Episode: Scaling a Family-Focused Local Media Brand

Host

TJ Larkin
Host of Local Media HQ

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Talking Points

Recent interactions between the hosts and their guests.

The Unique Marketing Strategy Home Service Companies Are Missing
Q: How do you handle the balance between being honest about your roofing business and not turning the newsletter into a constant sales pitch?
He emphasizes earn-trust first, with a light, casual approach in the newsletter and upfront transparency in person, gradually integrating information about the roofing business as the audience's trust grows.
The Unique Marketing Strategy Home Service Companies Are Missing
Q: What is your plan or how are you, again, figuring this out, given you're just starting?
Price explains he is building a long-term, brand-driven local media play that can exist as a standalone business with a backend monetization strategy, including potential partnerships, events, and a referral/pay-per-lead model, while keeping the roofing business as a separate, funding-friendly offshoot.
Transitioning from Instagram Page to Media Company
Q: What role do creators play in your strategy, and how do you manage content production at scale?
Creators are recruited both passively and actively; we've built a portal for creators to bid on jobs and share content, with a venue portal to manage events and opportunities. The approach emphasizes controlled, curated content, leveraging a mix of in-house and sourced creators to scale while maintaining quality.
Transitioning from Instagram Page to Media Company
Q: How are you monetizing now, and what's the pricing structure for events and other services?
We've moved from basic listings to structured packages: events are included in a carousel and newsletter for $350, with an add-on post for $650. We're exploring annual contracts and offering comprehensive packages for ongoing promotion, while also monetizing through a creator-venue portal and related services.
Transitioning from Instagram Page to Media Company
Q: When did you start, and what motivated the move from an Instagram page to a broader media business?
We started on Instagram in 2022 as a way to cover middle-ground local stories and events. The realization that we could operate like a media company came after a December offer to buy the page, which made me pivot toward building a proper website, newsletter, and events calendar to own the entire value chain and appeal to advertisers.

Audience Metrics

Listeners, social reach, demographics and more for this podcast.

Listeners per Episode
Gender Skew
Location
Interests
Professions
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Household Income
Social Media Reach

Frequently Asked Questions About Local Media HQ

What is Local Media HQ about and what kind of topics does it cover?

Local Media HQ concentrates on building and monetizing creator-led local media brands and newsletters. Episodes frequently explore practical frameworks for revenue beyond ads—spanning free, front-end, and back-end models; AI-enabled workflows; and leveraging in-person events, community-driven growth, and partnerships to scale local publishing. A standout theme is the emphasis on sustainable, community-focused ecosystems rather than chasing sheer scale, with hands-on tactics for newsletters, local sponsorships, and events that tie together communities and local businesses. The format often blends actionable playbooks with real-world case studies from niche local media ventures, making it especially helpful for founders, marketers, and publis... more

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Which podcasts are similar to Local Media HQ?

These podcasts share a similar audience with Local Media HQ:

1. New Media
2. 'LetterLand
3. The Creator Spotlight Podcast
4. Growth In Reverse: Newsletter & Email Growth
5. The Koerner Office - Business Ideas and Deep Dives with Chris Koerner

How many episodes of Local Media HQ are there?

Local Media HQ launched a year ago and published 82 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

How do I contact Local Media HQ?

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What guests have appeared on Local Media HQ?

Recent guests on Local Media HQ include:

1. Price Foulger
2. Andrew Smith
3. Marissa Lavelle
4. Ethan Brooks
5. Paul Gowertz
6. Francis Zierer
7. Louis Nicholls
8. Dylan Redekop

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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