Local Media HQ

TJ Larkin
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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.

  1. 21 HRS AGO

    Scaling a Family-Focused Local Media Brand

    In this episode, TJ Larkin interviews Mike Richardson, the founder of Kid Friendly Seattle, a niche local newsletter that has quickly become a go-to resource for families. Mike shares his transition from professional burnout to building a successful media company centered on his life as a father. The discussion covers how he identified a gap in the Seattle market and chose to focus on a hyper-local family niche rather than general news. Mike details specific growth tactics, including "borrowing other people’s audiences" (BOPA) through Instagram collaborations and overcoming a major setback when his Meta ads account was hacked. He explains how he pivotally focused on organic weekend event listings and Instagram content to rebuild his subscriber base to over 4,600 users. Viewers will learn about his unique approach to community engagement and how he balances content creation with parenting. Key takeaways include how to validate a local market by looking at existing advertising spend and the importance of diversification across platforms. Mike also discusses his expansion into "Kid Friendly East Side" to double his potential reach among the region's 600,000 families. This interview provides a practical roadmap for anyone looking to turn a personal passion into a sustainable local media business. Guest Contact Information:You can find Mike Richardson at kidfriendlyseattle.com or follow the community on Instagram @kidfriendlyseattle. Mike is active on LinkedIn for professional inquiries and personally replies to messages and subscriber notes. Build your own local media business:https://localmediahq.com/  https://lightbreak.ai Subscribe to the Weekly Newsletter:https://www.localmediahq.com/subscribe  Join the Community (Discord):Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23 Instagram: https://www.instagram.com/tj.larkin LinkedIn: https://www.linkedin.com/in/tjlarkin1 Website: https://tjlarkin.com/  Work With MeFor brand partnerships, sponsorships, and business inquiries:tj@localmediahq.com   #KidFriendlySeattle #LocalMedia #NewsletterGrowth #Entrepreneurship #SeattleFamilies #AIsales #NicheMarketing #CommunityBuilding #PassiveIncome #MikeRichardson

    52 min

  2. APR 7

    Monetizing local media with upscale events

    In this episode, TJ Larkin sits down with Kyra Adams, the founder of Chino Chew, a thriving local newsletter serving the Inland Empire in the suburban part of Los Angeles. Kyra shares her journey of growing a local media brand from just six family members to over 10,000 email subscribers and 10,000 Instagram followers in less than a year. She details her aggressive growth strategies, including how she used Meta Ads to acquire subscribers for as low as 18 cents each to maintain a consistent five-digit audience. Kyra Adams dives into the technical systems that allow her to run Chino Chew sustainably while working a demanding full-time job as a scientist. She explains how she leverages Claude and Make.com to automate time-intensive tasks like scraping local event data from multiple sources and generating organized, formatted content. Kyra even shares a unique "hack" for creating Instagram carousels directly from newsletter bullets using AI, enabling her to stay present on social media with minimal manual effort. The conversation also highlights Kyra’s success in monetizing her community through curated, high-end events such as luxury charcuterie tastings and wine nights. She discusses the strategy of going "up-market" to increase profitability and shares a brilliant "at-the-door" upselling tactic that significantly raised her average ticket price. Viewers will gain actionable insights on building efficient systems, professionalizing a side hustle early on, and using segmentation to achieve open rates as high as 57%. Guest Contact Information: Kyra Adams can be reached fastest on Instagram @thechinochew. You can also find her on Twitter or subscribe to her newsletter at Chino Chew. Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalMedia #NewsletterGrowth #ChinoChu #AIAutomation #EmailMarketing #EventMonetization #InlandEmpire #SideHustle #CommunityBuilding #MetaAds

    50 min

  3. MAR 27

    Automating Local Media Workflows with Claude MCP

    In this episode, TJ Larkin and Shane dive deep into the rapidly evolving world of AI workflows specifically tailored for local media brands. They explore the power of Model Context Protocol (MCP) servers, which allow users to connect AI models like Claude directly to software like Beehive and Canva. The discussion centers on how these integrations allow non-technical users to manage complex data and automate repetitive tasks using simple natural language commands. Shane demonstrates how a custom-built Beehive MCP server can outperform official releases by providing both read and write access to newsletter data. You’ll see a live demonstration of Claude generating an interactive subscriber dashboard and automatically segmenting business owners from a mailing list. This episode highlights how "lazy" AI can be pushed to solve high-level business problems, such as identifying sales leads or creating custom landing pages. The conversation concludes with a look at the massive shifts in the AI landscape over just a few short weeks, including the expansion of Claude’s context window and the integration of Canva for automated design. TJ and Shane emphasize that the barrier to entry for these tools is lower than ever, urging local media creators to experiment and "ask the AI" to handle the grunt work. Guest Information: TJ Larkin is the host of the Local Media HQ show and manages multiple local publications including the Leander Scoop. Shane is an AI workflow expert and former newsletter publisher who now builds custom MCP tools and shares insights on his channel, AI Off Leash. You can find more of their work at Local Media HQ and follow Shane’s technical deep dives on the AI Off Leash YouTube channel Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalMedia #AIWorkflows #ClaudeAI #Beehive #MCP #NewsletterGrowth #Automation #LocalNews #Canva #AIOffLeash

    48 min

  4. MAR 25

    Monetizing Local Media with In-Person Dining Events

    TJ Larkin welcomes Rae Lambert, founder of DNNR, to discuss the rapid growth of her social dining platform. The episode explores how local creators and newsletter owners are using DNNR to facilitate six-person "hostless" dinners that help strangers become friends while generating significant monthly revenue. Rae shares how the platform has scaled to 70 active communities, providing creators with a hands-off way to build local GDP and strengthen their personal brands without the exhaustion of traditional event planning. The conversation dives into the mechanics of the "white-labeled" engine, where creators set the dates and select neighborhoods while the platform handles matching, reservations, and follow-ups. Rae highlights success stories like Troy Farkas of Seacoast Stories, who integrates sponsors into his DNNR clubs and utilizes after-party bars to converge multiple tables for a larger social experience. They also discuss the surprising effectiveness of using Meta ads for DNNR clubs as a high-ROI alternative to traditional subscriber growth campaigns. Viewers will gain insights into the "personal brand moat," learning why authentic, unpolished content often outperforms glossy, faceless media brands. Rae also details her use of "OpenClaw" and AI bots to automate financial analysis, content drafting, and creator reminders, effectively acting as mid-level analysts for her team. The episode concludes with a look at why being a "big fish in a small pond" in tier-two cities offers more sustainable business value than chasing a global, faceless audience. Guest Contact Information: Website: dnnr.io  Twitter/X: @rae_lambert  Instagram: @rae_lambert  LinkedIn: Rae Lambert Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalMedia #CreatorEconomy #SocialDining #CommunityBuilding #NewsletterGrowth #PersonalBranding #AIAutomation #DigitalMarketing #InPersonEvents #Entrepreneurship

    58 min

  5. MAR 16

    Building a 75k Instagram Following for Local Media

    Mitko from Cincy Scoop joins the show to discuss the rapid growth of his local media brand, which has amassed 75,000 Instagram followers and 12,000 newsletter subscribers since launching in 2023. The conversation explores the transition from traditional publication styles to a "new age" media format that focuses on high-quality visual content and community engagement. Mitko explains how he and his wife Sarah combined their backgrounds in remote work newsletters and Instagram marketing to build a dominant local presence in Cincinnati. The episode dives deep into their unique monetization strategy, moving away from low-cost "mom and pop" ad sales in favor of high-level partnerships with national brands like IKEA and Red Bull. Mitko shares the details of their "Cincy Battles" product, a monthly pass that uses a dedicated app to drive foot traffic to local restaurants while providing businesses with valuable customer data. They also discuss the "Venture Studio" approach, where the audience acts as a launchpad for new services, events, and physical activations. Viewers will learn actionable strategies for growing an Instagram account, including the importance of "Quantity Breeds Quality" and the use of ManyChat lead magnets to convert followers into newsletter subscribers. Mitko emphasizes the value of local collaboration over competition and why building trust is the ultimate currency for any local figure. Whether you are a creator or a local business owner, this episode provides a roadmap for building a modern media engine that adds genuine value to a community. Guest Contact Information: Website: cincyscoop.com  Instagram: @cincy_scoop  Personal Instagram: @mitkoka Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalMedia #Cincinnati #InstagramGrowth #NewsletterStrategy #CommunityBuilding #CincyScoop #DigitalMarketing #Hyperlocal #Entrepreneurship #ContentCreator

    52 min

  6. MAR 6

    Witchita Life Making Money via Dinner Clubs & Puzzles

    Landon from Wichita Life returns to the show to share how he has significantly scaled his local media brand over the last several months. The conversation covers his impressive growth to nearly 38,000 email subscribers and how he leverages tools like ManyChat and Facebook ads to maintain steady momentum. Landon breaks down the business model behind his highly successful monthly dinner clubs, which regularly attract over 100 attendees seeking genuine community connection in Wichita. The episode delves into the diversification of Wichita Life through physical products, specifically the creation of a custom Wichita-themed puzzle that has sold hundreds of units. Landon shares insights on hiring a social media manager to tap into younger trends and how he uses creative memes to drive massive engagement on platforms like Facebook and Instagram. He also discusses his approach to ad sales, emphasizing the importance of keeping a full pipeline even when inventory is sold out. Viewers will gain actionable advice on applying the principles of "Unreasonable Hospitality" to digital products by focusing on the "moments between the moments," such as a well-crafted welcome email sequence. Landon also explores the potential of recurring revenue through paid programs and future events like lectures on tap. This episode is a masterclass for anyone looking to turn a local passion project into a thriving, multi-faceted media business. Guest Contact Information: Social Media: Wichita Life (on all platforms) Email Newsletter: Wichita Life Update Twitter/X: Landon Heuslig (@LandonHeuslig) Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #WichitaLife #LocalMedia #NewsletterGrowth #CommunityBuilding #Entrepreneurship #SocialMediaStrategy #WichitaKansas #DigitalMarketing #EventPlanning #SmallBusinessTips

    37 min

  7. FEB 26

    From 3,000 to 20,000 Email Subscribers Without Spending a Dollar on Ads

    Uriah Kaiser has been covering Northern Virginia through Potomac Local News since 2010 — longer than most people in this space have been paying attention to it. In this episode, he and TJ Larkin dig into what it takes to build a sustainable, multi-revenue local media business over the long haul. From paywall strategy to AI adoption to YouTube growth, Uriah pulls back the curtain on what's actually working right now. Key takeaways include: start with free content to build brand before adding a paywall; use email capture walls strategically to grow your list fast; feed AI accurate inputs (like meeting transcripts) to get high-quality content out; build your YouTube channel around consistent topics so the algorithm can place your content; and get physically present in your community if you want to close ad deals.  Uriah's model blends hard journalism with community content, and it's a useful roadmap for anyone building a local newsletter or media brand today. Connect with Uriah Kaiser:  Website: PotomacLocal.com  X: @PotomacLocal | @UriahKaiser Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalNewsletter #LocalJournalism #NewsletterBusiness #CreatorEconomy #LocalMedia #NewsletterGrowth #AIForCreators #HyperlocalNews #ContentCreatorTips #NewsletterMonetization

    45 min

  8. FEB 23

    He Sold His National Newsletter to Go All-In on Local (And It's Working)

    Justin Gordon quit his job at a venture firm to start a newsletter. Nine months later, he crossed $100K in revenue. In this episode, Justin breaks down exactly how he built the LA Grind and SF Grind into real businesses. Not just newsletters. Businesses with events, sponsorships, and a paid membership that grows every single month. We get into the specifics: how he closes $5K event sponsors like JustWorks and Citizens Private Bank, how he hosted a 250-person event with a 280-person waitlist, and the exact funnel that turns free newsletter subscribers into paying members at $59/month. Justin also talks about selling his previous newsletter (Just Go Grind) through Acquire.com and why he went all-in on local over national. If you're building a newsletter, running events, or trying to figure out how to actually make money in local media, this one is packed. What we cover: Crossing $100K revenue in 9 months with the LA Grind Launching a second newsletter (SF Grind) and hitting 2,000 subscribers fast How to get enterprise sponsors for local events Building a paid membership alongside a free newsletter Selling a newsletter and why focus matters The content expansion plan: deal flow, founder profiles, and startup news Why local beats national for newsletter monetization Connect with Justin: The LA Grind: https://thelagrind.com/ The SF Grind: https://thesfgrind.com/ Build your own local media business: https://localmediahq.com/   https://lightbreak.ai/ Subscribe to the Weekly Newsletter: https://www.localmediahq.com/subscribe  Join the Community (Discord): Connect with TJ, share ideas, ask questions, and be part of a growing creator & media community 👉 Join here: https://discord.localmediahq.com/ Follow My Journey Twitter/X: https://x.com/TJLarkin23  Instagram: https://www.instagram.com/tj.larkin  LinkedIn: https://www.linkedin.com/in/tjlarkin1  Website: https://tjlarkin.com/  Work With Me For brand partnerships, sponsorships, and business inquiries: tj@localmediahq.com   #LocalNewsletter #NewsletterBusiness #StartupCommunity #EventSponsorship #NewsletterMonetization #CommunityBuilding #LocalMedia #FounderEvents #NewsletterGrowth #PaidMembership

    27 min
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About

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.

Information

  • Creator
    TJ Larkin
  • Years Active
    2025 - 2026
  • Episodes
    71
  • Rating
    Clean
  • Copyright
    © TJ Larkin
  • Show Website
    Local Media HQ

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