Local Media HQ The “Media Mullet” for Local Newsletters
5 snips
Sep 2, 2025 Nathan May, founder of The Feed Media and author of the Newsletter Growth Memo, dives into the art of scaling newsletters in 2025. He emphasizes the importance of disciplined paid acquisition on Meta and creative strategies that address real reader problems. The conversation highlights the value of niche targeting, local business engagement, and innovative ad concepts sourced from community feedback. Nathan also tackles the role of AI in content curation and the crucial need for video to stand out in an AI-driven landscape.
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Qualify Readers, Don’t Just Count Leads
- Use Meta ads for local reader acquisition but control quality via creative and post-signup qualification.
- Send a qualifying form event back to Meta so it optimizes for the exact reader type you want.
Use Reddit To Find High-Converting Angles
- Research local pain points in subreddits and call out real problems in ad copy to reduce CPLs.
- Reframe your ad to solve that local problem (e.g., loneliness) instead of generic event guides.
Creative Strategy Beats Fully Automated Ads
- Meta is moving from manual targeting to creative-driven audiences and will increasingly auto-generate creatives.
- Strategy and knowing which signals to test will still outperform purely automated creative solutions.