The Business of Content with Simon Owens How a San Francisco print zine evolved into a thriving local blog
Oct 10, 2025
Stuart Schuffman, the witty founder of Broke-Ass Stuart, recounts his journey from an early 2000s DIY zine to a beloved local media brand in San Francisco. He shares how he self-distributed his first guide while juggling day jobs, leading to a book deal and media recognition. The conversation dives into evolving into online content, navigating ad sales, and embracing video formats. Stuart also discusses his recent venture into local news and activism, as well as maintaining community engagement through Patreon and events.
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First Ads Were Tiny Wins
- Early monetization was small and slow, with an advertiser paying roughly $300/month during the recession.
- Stuart celebrated that tiny revenue as proof the site could make money, even if it wasn't lucrative.
Diversify Revenue Streams
- Broke-Ass Stuart diversified revenue into direct ad sales, product coupons, and Patreon membership.
- Stuart finds membership (Patreon) provides the most consistent income compared with programmatic ads.
Content Shifted Toward Local Civic Coverage
- As Stuart matured, the site's coverage shifted from cheap tips to local politics and activism.
- Broke-Ass Stuart now blends local journalism, activism and humor to serve its community.
