Reginaldo Osnildo
Learn how to collaborate with small businesses and sponsors on Substack to earn income, grow your news brand, and support your local economy.
Hey again! Reginaldo Osnildo here.
So, you’ve built a local news newsletter on Substack. You’re publishing regularly, growing your audience, and maybe even converting some paid subscribers.
But there’s another powerful and often overlooked revenue stream you should be tapping into:
Local business sponsorships.
If done right, partnerships with local shops, restaurants, service providers, or nonprofits can:
- Add steady income to your journalism project
- Strengthen your relationship with the community
- Support local businesses who need visibility
- Show your readers you're rooted in the real world
Let’s walk through exactly how to do it—without selling out or compromising your editorial values.
1. Why Local Sponsorships Work So Well on Substack
Unlike traditional display ads or affiliate links, sponsorships on Substack are personal and trust-based.
Your newsletter already has:
- An engaged audience
- Local context
- Your voice and credibility
That makes it the perfect environment for trusted recommendations and community-driven promotions.
Think of it like this:
You're not just selling ads—you’re connecting neighbors.
2. Start With Businesses You Already Know
You don’t need to chase big brands.
Start with local businesses you:
- Already frequent or trust
- Know are community-focused
- Could genuinely recommend to your audience
Think:
- Coffee shops
- Local restaurants
- Real estate agents
- Service professionals (plumbers, electricians, yoga teachers)
- Bookstores, galleries, or co-ops
- Local nonprofits or events
Send a friendly message like:
“Hey, I run a local newsletter with 500+ engaged readers. Would you be open to collaborating on a simple sponsorship to help promote your business and support community news?”
3. Create Simple Sponsorship Packages
You don’t need a media kit (yet). Just outline what they get.
Here’s a sample offer you could pitch:
Basic Sponsorship ($50–$100/post):
- One featured “Sponsored By” section in your newsletter
- 2–3 sentences about their business
- Logo or image + link
- Thank-you mention on your social channels
Premium Sponsorship ($150–$300/month):
- All the above, plus:
- Banner placement on your Substack homepage
- Mention in 2–3 posts per month
- Short interview or spotlight post
- Discount or offer exclusive to your readers
Make it easy, transparent, and focused on value.
4. Keep It Aligned With Your Mission
Let your readers know:
- You only partner with businesses you trust
- Sponsorships help keep your journalism free and sustainable
- You’ll always be transparent about paid placements
This builds credibility instead of pushback.
Use clear tags like:
“Sponsored by [Local Bookstore Name] – a community favorite since 1987.”
5. Place Sponsorships Where They’re Actually Seen
The best places for sponsor mentions:
- Top or mid-section of the newsletter (not buried at the bottom)
- Sidebar or footer of your Substack page
- A banner in your welcome email
- Thank-you shoutouts in posts or social media
Substack’s format is clean—don’t clutter it, just use one or two placements that stand out.
6. Measure the Results (And Share Them)
Track engagement:
- Clicks on sponsor links
- Replies from readers mentioning the sponsor
- In-person mentions (“We saw you in the newsletter!”)
Share those results with sponsors to build trust and show impact.
The more they see it’s working, the more they’ll want to renew—or tell other businesses.
7. Stay Ethical and Transparent
The golden rule:
Always be clear when content is sponsored.
Your readers trust you. Don’t lose that by blurring the lines.
Label paid placements clearly and avoid:
- Recommending products you don’t believe in
- Overloading your content with ads
- Letting sponsors influence your editorial decisions
Keep sponsorships separate from your reporting—but supportive of your mission.
8. Bonus: Offer In-Kind or Creative Partnerships
Not every business will pay cash. Some may offer:
- Free products or services
- Giveaways for your readers
- Event hosting or cross-promotion
These can be great ways to build buzz and deepen relationships—especially early on.
Just make sure you’re still clear with your audience about any sponsored relationship.
9. Celebrate Local Businesses Like Community Members
Sponsors aren’t just advertisers—they’re neighbors.
Treat them with care and visibility. Highlight their:
- Staff stories
- Community involvement
- History and values
Make them part of your narrative of local pride—and your readers will respond with enthusiasm and support.
10. Build Long-Term Sponsorship Relationships
Don’t think one-off. Think ongoing partnerships.
Once a sponsor sees results:
- Offer monthly retainers
- Create annual support packages
- Offer to bundle sponsorship with events or reader features
The more value you create, the more sustainable your newsletter becomes.
Want the Full Guide to Local Monetization?
Everything we just covered is part of the real-world, low-cost system I lay out in my e-book:
👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network
Inside, you’ll get:
- Sponsorship outreach templates
- Pricing guides for solo publishers
- Examples of win-win collaborations
- Ways to grow your revenue without selling out
- A 30-day action plan to build income into your Substack
You don’t need ads. You need community support and smart partnerships.
Let’s build something that benefits everyone—your readers, your sponsors, and your mission.