"Adam Grim launched The Lancaster Review in my Pennsylvania town about a month ago. Like many in the space, his day job is in marketing and building websites for local businesses. He already has just over 1,000 subscribers and says he's getting strong open and click rates on local business profiles, guides to Christmas light displays, and local maker gifts. He's seeing engagement from quizzes on local history and business logos."
"Over a cocktail and cigar in downtown Lancaster, Grim told me he saw The Lancaster Review as a low-impact path to launching a complete digital magazine while he winds down involvement in a business he recently sold. "I don't want this to be pay-to-play like some of our local magazines - I want real stories that show Lancaster's culture," he said. "We can take risks than traditional media with local utility features and community-minded incentives that aren't a paid subscription.""
Local news faces severe economic challenges, making traditional newspapers risky investments. Independent local newsletters are proliferating as low-cost, community-focused media ventures. Many are launched as side hustles by marketing professionals who apply ad metrics and digital skills to grow subscriber bases. Local newsletters offer practical guides, business profiles, quizzes, and curated community content that generate high open and click rates. Some founders see newsletters as low-impact paths to larger digital magazines while winding down other businesses. These newsletters prioritize culturally rooted stories and flexible, non‑paywall incentives rather than traditional beat reporting like school board coverage.
Read at Nieman Lab
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