Small-Town Mavericks and Big-Time Ideas

The Story: Saving the Plainsman Herald

The Plainsman Herald, a 138-year-old weekly paper in Springfield, Colorado, was just weeks away from shutting down. Owner Kent Brooks, fed up with dwindling ad revenue, made the tough call to close it by the end of the year. But instead of going quietly, Brooks took a chance—he asked his readers a bold question:

Is this newspaper worth saving?

The response was overwhelming. Ninety-five percent of survey respondents said they’d pay more—double, in fact—for subscriptions to keep the paper alive. So Brooks raised rates from $50 to $100 annually, slashed production costs, and explored new revenue streams like sponsored features. Now, the Plainsman Herald will live to print another year.

Want to read the full story? Check out this Colorado Sun article: Saving the Plainsman Herald.

The Irony: A Maverick Newspaper Covering Another Maverick

It’s fitting that the Colorado Sun—a renegade newspaper launched by journalists who left corporate media—covered this story. The Sun’s founders dared to build a reader-supported, nonprofit outlet in 2018, and they’ve proven that passion and community can keep local journalism alive.

Like Brooks, the Colorado Sun is proof that people still value real journalism. But they’ll only support it if we ask. A timely story because, to that point, - I just got this in my email:

How about a one question poll for you?

News is so interesting right now because anyone can be a newsroom of sorts. Hey, it’s not our fault that the powers-that-be planted the idea of one-man bands and empowered us all to go it alone.

Do you subscribe to House Inhabit?

House Inhabit is one of the most successful niche newsletters on Substack. Writer Jessica Reed Kraus carved out her space by diving deep into celebrity scandals with investigative flair, irreverence, and a unique voice. From dissecting pop culture’s biggest controversies to analyzing the downfall of media empires, Kraus has built a massive following—and monetized it successfully.

Let’s dissect what makes House Inhabit a standout:

• Laser Focus: Every issue hones in on one big story (like Jay-Z’s empire crumbling).

• Distinct Voice: Jessica’s writing blends sharp insights with conversational humor.

• Community Building: Her readers feel like insiders, part of a club that gets the scoop before anyone else.

We Need More Newsletters, Don’t Ya Think?

Whether it’s local news, pop culture, or a quirky hobby, focusing on a niche helps you stand out in a crowded market. Platforms like Beehiiv and Substack make it easy to launch and grow your audience — while keeping complete control of your content. Or consult with the current kings of local newsletters, Sam Hoisington at The Bettonville Bulletin or Joe Lanane who can help you with Indiegraf’s tech stack and strategy.

Imagine…owning your own audience. Your niche is waiting — what’s stopping you?