Building a Premium Local Newsletter: Insights from Geoff Sharpe of Lookout Media

In this episode, Kyle Scott talks to Geoff Sharpe, founder of Lookout Media, who brings a refreshing approach to local journalism by focusing on in-depth civics news rather than the typical lifestyle content that dominates many local newsletters. With publications in Ottawa and Vancouver, Sharp emphasizes the importance of quality journalism, which has allowed him to command premium subscriptions, with over 75% of his revenue coming from dedicated members.

This conversation delves into the challenges of monetizing local media, the significance of building trust through consistent and insightful reporting, and the potential for niche local newsletters to thrive. Sharp also shares insights on audience engagement and the balance between hard news and lighter content, stressing that a well-rounded approach can create a strong community connection. As the media landscape evolves, his strategies offer valuable lessons for anyone looking to build a sustainable local news brand.

Chapters

00:00 Intro

04:16 Challenges and Strategies in Local News Monetization

06:45 Local News Dynamics

12:13 Marketing Strategies for Local News

18:02 The Role of Opinion in Local Journalism

23:47 Business Model Insights and Revenue Streams

33:21 Challenges in Local Business Marketing

38:42 Niche Opportunities in Local Newsletters

44:22 Building Community Through Local Newsletters

50:08 Tools and Strategies for Success

Links

Lookout Media

Ottawa Lookout

Follow Geoff on X (@Geoff_Sharpe)

Subscribe to the Monetize Media newsletter

Follow Kyle on X (@KyleScottL)

Kyle's brands

AccessGMT.com

WalkingTheBoards.com

Tip.News

OnPattison.com