Local Media for Boring Businesses: The Real Opportunity

In partnership with

Welcome to this week's issue of the Niche Media Publishing Newsletter.

If you missed last week, check it out:

In partnership with:

Use AI as Your Personal Assistant

Ready to embrace a new era of task delegation?

HubSpot’s highly anticipated AI Task Delegation Playbook is your key to supercharging your productivity and saving precious time.

Learn how to integrate AI technology into your processes, allowing you to optimize resource allocation and maximize output with precision and ease.

Download Now!

Let’s get started with this week’s topics.

Boring Businesses + Local Media

There’s been so much hype around “boring businesses” in the last 5 years. Gurus like Codie Sanchez and Nick Huber evangelized an entire generation of entrepreneurship by acquisition.

These local businesses are interesting counter-points to digital. They don’t tend to change in the same ways.

Part of me wishes I owned one of these businesses last year to weather the Google update storm.

After reflecting a bit more on this, I don’t think these businesses are the holy grail. You maybe are just trading headaches.

Ok, less losing sleep about Google updates… more losing sleep about Joey not showing up for his shift today.

BUT there is an interesting angle for media operators in this local business boom.

I don’t necessarily agree with Gunnar that BUYING a local business on-top of a newsletter is THE play. These are two very different skillsets.

But I do think partnering closely with increasingly digital-friendly local businesses is a great way to leverage the same investment qualities that make local businesses attractive.

In short, be the go-to advertising medium for local businesses. Just like newspapers were back in the day.

Maybe eventually buy a minority stake in a local business.

And there are also some great ways to add low-complexity digital or POD products, without having to run bricks and mortar.

For a wonderful example of this, check out my friend Michael Kauffman’s Catskill Crew newsletter:

Food Blogger Pro Podcast

This recording with Bjork Ostrom dives into the HCU, AI, and the rise of UGC for content creators and indie media.

Google’s Great Unraveling Continues

Google’s various antitrust actions hit a significant milestone this week.

This has the hallmarks of a long, drawn-out “death by 1000 paper cuts” vibe… far from quick, but maybe more inevitable than not.

Is Threads the Next Viral Traffic Darling?

I haven’t tested this myself yet, but it’s on the list.

The State of SEO Tools

Many of the replies here pushed back on the notion. The truth is likely somewhere in the middle.

Page and site content optimizers still can move the needle marginally, but I agree with Zak that it’s missing the forest for the trees.

Improving “content scores” on your “content inventory” isn’t the point. This is a paradigm shift for indie media.

Need Traffic? Want to Build Community?

I’m “all in” on Reddit right now as the fastest way to acquire users and build community.

As such, my course is a fluid, evolving project. I’m adding new modules weekly!

Other Things I Read Recently

These are some articles I enjoyed, but don’t really have anything to add to!

Other Newsletters Worth Following

Here are some other publications I subscribe to, author, or co-sign.

If you are operating a newsletter (or even just interested), this next one is one of my “must opens” every week as a newsletter operator myself:

For some of the best breakdowns of creator success stories:

If you want to go deeper with Reddit (one of my favorite creator ecosystems right now), check out my sister publication:

And don’t miss Amy’s excellent insights into wants happening in the world of content marketers.

Interested in Booking an Ad?

I’ve put together a resource sheet over at Passionfruit here.

====

OK, that's it for this week...

Please do reply to this email with any feedback or suggestions.

Ewen