A local newsletter founder reveals how he doubled free subscribers yearly. Discover the strategies behind sustainable growth, high open rates, and paid conversions. Learn what works—and what to avoid—in daily email publishing.
For publishers seeking to grow sustainable newsletter businesses, Michael MacLeod’s experience with The Edinburgh Minute offers a practical playbook. MacLeod launched the daily local news roundup in 2023, initially on Substack, before migrating to Ghost in 2025 as paid subscriptions increased. The newsletter, priced at £45 per year, curates around ten news links each weekday, adding context and summaries for readers. By May 2024, MacLeod expanded the model to London with The London Minute, which remains on Substack.
The Edinburgh Minute operates without ads and is distributed every weekday morning. MacLeod reported that the format has inspired similar newsletters globally, including The Glasgow Wrap, The Belfast Drop, The Bath Bee, The Melbourne Snap, and two Tokyo-based editions. While he does not disclose paid subscriber numbers, MacLeod said free subscribers have doubled annually, reaching 30,000 in 2026.
MacLeod attributes the newsletter’s success to identifying a clear content gap: making local news more accessible and relevant. He leverages his two decades in journalism to source original stories and community notices, verifying submissions and adding context. He encourages new publishers to focus on doing one thing well, keep the product free with optional payment, and be patient as organic growth builds over time. According to MacLeod, The Minute has become a top traffic referrer for many local news sites, with editors noting a noticeable “Edinburgh Minute bump.”
To maximize click-throughs, MacLeod is careful to respect Fair Dealing law, sometimes using only headlines or adding local insights to drive engagement. He aims to clarify the value of each link and highlight original reporting efforts. Consistency is key for open rates: The Minute always lands at 7am, building reader habit and brand familiarity. MacLeod said open rates average 60%, though he noted that Apple privacy settings can make tracking less precise. Growth has been entirely organic, with word of mouth and social media—especially Instagram tags—playing major roles in expanding the audience.
Paid subscriber growth relies on limited-time discounts, such as annual subscriptions at 20% off, and high retention rates, which MacLeod said reached 89%. He offers free subscriptions to job seekers and those facing financial hardship, aiming to foster goodwill and long-term loyalty. Paid members receive exclusive content, including Friday event guides, Wednesday culture features, and access to the full archive and community discussions.
MacLeod recommends Substack for new publishers due to its discovery features, but switched to Ghost as revenue grew, citing Substack’s 10% fee and unresolved delivery issues. He praised Ghost’s nonprofit model and reliable email delivery, noting that annual costs dropped to £1,000–£2,000. Managing inbound submissions became a challenge as the newsletter’s popularity rose, leading MacLeod to partner with Townspot to automate event listings and streamline reader contributions.
For those interested in how other publishers have navigated reader revenue and membership models, a recent look at The Sun’s Sun Club freemium approach offers additional perspective: how The Sun adapted its membership strategy after a year of data.
