--- title: "How Michael Kaufman Built a Profitable Newsletter Business" subtitle: "From events to merchandise—how Michael Kaufman generates $57K/month with fewer than 20K subscribers" published: 2025-02-17 --- # How Michael Kaufman Built a Profitable Newsletter Business **Want to turn your newsletter into a full-fledged business? Michael Kaufman, founder of** **Catskill Crew** **and** **News Club****, shared his playbook on creative monetization in a recent beehiiv webinar. And trust us—it’s packed with gold.** **With under 20,000 subscribers, Michael brings in** **$57,000 per month** **without relying on traditional ad models.** **Instead, he focuses on** **brand-building, events, and unique monetization strategies** **that anyone—yes, even you—can apply to their newsletter.** [Embedded video](https://youtube.com/embed/i1WtnOOO3z4) ## Table of Contents - [Who Is This Video For?](#who-is-this-video-for) - [Top Takeaways & Action Steps:](#top-takeaways-action-steps) - [Actionable Next Steps](#actionable-next-steps) - [Key Resources & Tools Mentioned:](#key-resources-tools-mentioned) - [Closing Note:](#closing-note) ## **Who Is This Video For?** - **Newsletter operators who want to** **diversify revenue** **beyond traditional ads.** - **Creators looking to** **build a long-term brand** **rather than just chase quick wins.** - **Business owners exploring** **community-driven monetization models****.** - **Anyone struggling to find the** **right timing and strategy** **for monetizing their audience.** ## **Top Takeaways & Action Steps:** ### **1\. Your Newsletter Is a Business—Treat It Like One** **_“A newsletter is a competitive advantage. It’s a direct conduit to your subscribers—your customers.”_** - **Most newsletters only monetize with** **ads and affiliates****, but there are** **hundreds of other ways** **to make money.** - **Your audience is** **already telling you what they want****—listen and build products or experiences around that.** ### **2\. The Power of Creative Monetization** **_“Creative monetization gives you the most bang for your buck. It’s what lets you build a real brand—not just sell ad space.”_** **Michael’s revenue streams include:** ✅ **Events** **(Happy hours, pop-ups, experiences)** ✅ **Merchandise** **(Hats, t-shirts, discount cards)** ✅ **Physical Products** **(A Catskills-themed board game that sold out in 17 days)** ✅ **Paid Community** **(The News Club for local newsletter operators)** ✅ **Real Estate & Business Investments** **(Leveraging the newsletter to invest in local businesses)** ### **3\. Trust & Patience Are Everything** **_“If you come out of the gate slinging offers on day one, you’ll burn your audience. Build trust first.”_** - **Build community** **before monetizing****—don’t start with sales pitches.** - **Engage your audience by** **giving them a voice** **(polls, surveys, Q&A sessions).** - **Protect your** **subscriber experience****—don’t overload them with sponsorships and weak upsells.** ### **4\. Use Polls & Surveys to Validate Ideas** **_“I don’t launch anything without testing it first. Polls and surveys are a goldmine for insights.”_** **How Michael uses beehiiv’s** **polls and surveys****:** - **Gauge interest before launching products** **– Example: A Monopoly-style board game only went into production** **after** **96% of his audience approved it.** - **Segment his audience** **– He creates** **sub-groups** **within his community based on interests (e.g., hiking, fly fishing, art).** - **A/B test pricing and demand** **– Before setting prices, he lets his audience** **vote on what feels fair****.** ### **5\. Give Subscribers a Say in Your Brand** **_“Flip the script—don’t just give them content, make them participants in what you build.”_** - **Let subscribers** **vote on new initiatives** **(e.g., event locations, product designs, new content types).** - **Co-create** **experiences, meetups, and products** **with your community.** - **Subscribers who feel** **involved** **in your brand will** **spend more money and stick around longer****.** ### **6\. Start Small, Grow Organically, Then Scale** **_“If you can’t grow your newsletter organically at first, you probably can’t grow it at all.”_** - **Start with organic tactics** **(Facebook groups, Reddit, partnerships with local businesses).** - **Only start** **paid ads once you’ve nailed your messaging and audience fit****.** - **Slow, consistent growth beats a rapid, unqualified list.** ## **Actionable Next Steps** 🚀 **Step 1: Start Engaging Your Audience Today** - **Use polls to learn what they want.** - **Respond to every email and comment—build relationships.** 🎨 **Step 2: Brainstorm Your Unique Monetization Strategy** - **What non-ad products or services can you create?** - **What experiences can you offer your community?** 📊 **Step 3: Run a Poll or Pre-Sell a Product** - **Before launching anything,** **ask your audience****.** - **If they don’t want it,** **pivot before you waste time and money****.** **🏆** **Step 4: Launch Your First Creative Monetization Play** - **Pick one idea** **(event, merch, digital product, etc.).** - **Execute it with a** **small test group****.** - **Iterate based on real feedback.** ## **Key Resources & Tools Mentioned:** - [beehiiv Newsletter Platform](https://beehiiv.com/?utm_source=beehiivblog.beehiiv.com&utm_medium=referral&utm_campaign=how-michael-kaufman-built-a-profitable-newsletter-business) ## Closing Note: The biggest takeaway? Think bigger than ads. Whether you’re running a local newsletter, niche publication, or passion project, the playbook is the same: Listen. Engage. Experiment. Monetize. Scale. Michael’s story proves that with creativity and patience, your newsletter can become the foundation of a thriving business. Now, it’s your turn. Which creative monetization idea will you try first? 🚀 [![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/bd2d9fb3-c76e-47fd-a45b-4d0fc484428d/image.png?t=1766166806)](https://app.beehiiv.com/?utm_source=beehiivblog.beehiiv.com&utm_medium=referral&utm_campaign=how-michael-kaufman-built-a-profitable-newsletter-business)