This Tiny Town Newsletter Turned Into a 6-Figure Business—Here’s How
(And Why You Could Do the Same in Your Own Town)
Let me tell you a story that might just change the way you think about local news—and making money from home.
Back in 2020, a guy named Ryan Sneddon started a small email newsletter called The Naptown Scoop. It was all about his hometown: Annapolis, Maryland (locals call it Naptown).
At first, the newsletter only had 70 subscribers—mainly friends, family, and a few people nearby. Sound familiar? You could probably do the same just by messaging your own circle.
But Ryan kept at it. Every week, he sent out a short, friendly email with local news, events, restaurant openings, fun stuff to do with the kids, and a bit of gossip too.
People started to love it.
They shared it with friends, neighbours, and colleagues. Slowly but surely, the newsletter grew.
Fast forward three years, and by the end of 2023, Ryan had built a loyal audience of 17,000 subscribers. Even better? About 65% of them opened every email (that’s an amazing rate!).
And because of that local attention, businesses were queuing up to advertise in his newsletter. Ryan now earns over $200,000 per year (that’s about £154,000)—from what started as a small, friendly email!
Wait—A Newsletter About Local Stuff? That’s It?
Yup. It’s simply a weekly roundup of road closures, community events, feel-good stories, and local recommendations.
And here’s the kicker: Ryan isn’t a journalist, a marketer, or even a writer.
He’s an engineer. No fancy background. No insider contacts. No secret sauce.
So what made his newsletter so successful?
According to Ryan, it comes down to three simple things:
1. Extreme Local Focus
He didn’t try to cover the whole region. He literally drew a 10-mile circle around Annapolis and focused only on that area. The content was super relevant to locals, so they cared and kept reading.
2. Keep It Fun and Friendly
Even when covering things like local planning meetings or roadworks, he wrote in a casual, chatty tone—like he was talking to a friend over coffee. No boring details, just what people actually want to know.
3. Positive Vibes Only
He avoided drama and negative news. No shock headlines. No clickbait. Just feel-good stories, helpful updates, and fun things to do. A refreshing change from doomscrolling on social media!
Why This Could Work Anywhere—Even In the UK
Here’s where it gets exciting.
The Naptown Scoop model would work brilliantly in towns and cities across the UK, and barely anyone is doing it!
You don’t need a huge audience. You don’t need special skills. And you don’t need loads of money to get started.
Let’s break it down:
✔ It’s Hyper Local
You don’t need to reach the whole country. Focus on your town, borough, or area. If you’re in the countryside, maybe a small region.
✔ It’s Low Competition
Chances are, nobody else in your area is doing this. You could be first—and own the space.
✔ It’s Cheap to Start
You only need an email platform (many are free to begin with), a laptop, and maybe some basic AI tools to help with research or writing.
✔ It’s Flexible
You can do this part-time from home. One email a week could take 2–5 hours to put together, especially with the help of AI.
✔ No Fancy Writing Skills Needed
Ryan openly admits he uses AI tools like Perplexity, Gemini, and Claude to help research and write most of the newsletter—then he just tweaks it in his own voice.
✔ It’s a Feel-Good Business
You’re helping local people discover new things, supporting local shops and services, and bringing your community together. All while earning a side income. What’s not to love?
So How Do You Make Money?
Once your newsletter has a decent following, you can start offering:
- Ad space to local cafes, pubs, shops, tradespeople, and professionals
- Sponsored stories or promotions for events, services or launches
- Exclusive deals your readers will appreciate (and advertisers will pay for)
You’re giving local businesses a direct line to an audience that actually cares about what’s happening nearby.
This Isn’t a Newspaper
You’re not doing hard journalism or trying to compete with the local press.
Instead, think of yourself as the friendly neighbourhood curator—gathering the best stories, updates, events, and recommendations each week and sending them in a warm, easy-to-read email.
You’re building a little community of readers who like hearing from you. That’s powerful—and valuable.
If you’re even slightly curious about starting a local email newsletter of your own, then click the link below.
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