In this episode, TJ Larkin interviews Mike Richardson, the founder of Kid Friendly Seattle, a niche local newsletter that has quickly become a go-to resource for families. Mike shares his transition from professional burnout to building a successful media company centered on his life as a father. The discussion covers how he identified a gap in the Seattle market and chose to focus on a hyper-local family niche rather than general news.

Mike details specific growth tactics, including "borrowing other people’s audiences" (BOPA) through Instagram collaborations and overcoming a major setback when his Meta ads account was hacked. He explains how he pivotally focused on organic weekend event listings and Instagram content to rebuild his subscriber base to over 4,600 users. Viewers will learn about his unique approach to community engagement and how he balances content creation with parenting.

Key takeaways include how to validate a local market by looking at existing advertising spend and the importance of diversification across platforms. Mike also discusses his expansion into "Kid Friendly East Side" to double his potential reach among the region's 600,000 families. This interview provides a practical roadmap for anyone looking to turn a personal passion into a sustainable local media business.

Guest Contact Information:You can find Mike Richardson at kidfriendlyseattle.com or follow the community on Instagram @kidfriendlyseattle. Mike is active on LinkedIn for professional inquiries and personally replies to messages and subscriber notes.

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