How The Edinburgh Minute has built a successful brand through valuing local news – and putting the audience first
Here's how a former Instagram and Vogue digital producer has carved out a niche in Scotland's capital through realising the value of local news, communicating in a way which has built a loyal audience
In what feels like another lifetime, I had the pleasure of working alongside Michael MacLeod at STV. He had been brought in as part of a pioneering initiative by the Scottish national broadcaster, which was investing in the potential for local news through digital channels.
Since then, he has had a fascinating career, including as a Global Community Manager for Meta and a Social Production Lead at Condé Nast – working with world-leading brands such as Instagram and Vogue in the process, and speaking at 10 Downing Street while at Condé Nast.
Michael launched The Edinburgh Minute at the beginning of 2023, circling back to his long-standing interest in local news and applying the lessons he had learned elsewhere. He has turned what was initially intended as a hobby into his full-time job, in the process gaining almost 10,000 subscribers for his daily newsletter. It has received more than two million email views and driven more than half a million visits to local news sources.
It’s a fantastic success story, one that emphasises the continued value of valuing your audience, and I was lucky enough to grab some time with Michael at a local cafe to find out more. It was a great conversation, one which contained some particularly relevant communications insights.
The success of The Edinburgh Minute: 5 key takeaways
Here are five takeaways I took from the conversation with Michael, which I believe were pivotal for his publication’s success and which are applicable elsewhere.
Focussed mission: At its heart, The Edinburgh Minute does one thing extremely well: providing a concise weekday update of what’s going on around the city. The mission is easy to state and simple to understand, which helps enormously when growing outwards through word of mouth (a more important communications method than ever when misinformation abounds elsewhere online)
Communicating value to the audience: Again, the value is simple: it keeps you informed while saving you time, efficiently pointing you to the places for more information when your interest is piqued. All the additions to its model have adhered to this approach, which builds trust with your audience – their expectations are met day after day
Power of the inbox: Email as a medium has often been underrated. It exists outside the whims of social media owners and continues to be used daily for this very reason. If you can provide a good reason to live there and for readers to click open each time they see your name, then you don’t need to be reliant on the popularity (or otherwise) of the other less stable online platforms
Nudge rather than shove – embracing natural growth: Nothing has been tacked on to The Edinburgh Minute for the sake of it. Growth followed naturally from its first days, when an idea was taken forward and developed in alignment with the interests of the intended audience. They are regularly reminded of the value of what they are receiving and of the benefits of paying to subscribe, but this is done in a gentle manner which places their respect above chasing a profit (something which will be recognised and itself valued)
Valuing your audience and building a community: The audience itself has been consulted on the potential use of ads, paid features, and other elements as The Edinburgh Minute has evolved. Fun features such as a referral leaderboard encourage sharing, and the audience is encouraged to do so since they can do so with confidence about how their friends/family/network will benefit. It’s a virtuous circle which any budding brand, product, or service can learn from – with a healthy dollop of local transport news thrown into the mix
The interview
Hi Michael, it’s great to speak to you about The Edinburgh Minute. It would be great to begin by finding out a bit more about your background
As a journalist, I started in local newspapers thanks to a work placement while in college — I've now worked in the media for 20 years, which is wild to think. It's taken me to London, where I worked for Instagram and Condé Nast, for whom I went to Number 10 to present what we were doing. I’ve had some fantastic jobs and opportunities over my career.
Despite having big audiences in those roles, local news has always been where I feel you can have the most impact, and I always had it in the back of my mind that I'd like to do something locally again. I started Edinburgh a Minute just over a year ago as a hobby. It’s now become my full-time job, which is mind-blowing.
How did the idea come about?
It was when I was back at Meta and on my Christmas holidays. During that period, I think a lot of people have that fantasy about what sort of work you would rather be doing.
In particular, I looked at figuring out a way to answer a problem many friends mentioned: that local news is getting worse from a user experience point of view, plus social media and its ownership are becoming more problematic.
The Edinburgh Minute was something I did for myself to begin with. I spent two months on Substack kicking the format into shape, only emailing myself with the results. Once I was happy with it, I sent it to a few local publishers to check if they were okay with it. I wanted to raise awareness of the good local news that existed among all the noise, providing a concise summary and linking to the article.
I then launched and started to publish each edition before my day job, and quickly got sucked into it. It wasn't meant to be a business, but some people offered to pay, and I figured out how to let them do so in a way that kept things free unless you wanted to contribute.
Did you need to adjust your sleeping schedule to accommodate your new work?
Yes, I now try to be in bed by 10 PM at the latest, getting up each weekday at 5 AM. That can be challenging, especially as a football fan when matches run late… Initially, I was juggling multiple responsibilities — essentially working two jobs — which meant burning the candle at both ends until I made this my full-time role.
The shift has been worthwhile. Although I might be earning less now, I'm happier, and my income potential is growing without the constraints of a fixed salary. Now, I have the flexibility to focus during the day on my newsletters, preparing them in advance and enhancing their quality. I no longer work late nights catering to time zones in California or New York, as I did at Meta.
The inbox becomes a refuge, free of advertisements, where a brief update allows you to continue your day informed and undistracted.
How would you describe the Edinburgh Minute to someone who is unfamiliar with it?
The Edinburgh Minute is designed to simplify how you receive news. It helps you cut through the clutter of websites, ads, pop-ups, and other internet distractions, saving you valuable time. Each edition provides a concise summary of each piece of original journalism published in the last 24 hours, including a link to the full story and the journalist's name.
This year, I introduced a community noticeboard feature, which has already featured 350 submissions from our readers, adding significant value and a personal touch to the newsletter. It's not just a collection of news you could find through an RSS feed; it includes content directly from our community.
This newsletter seems especially appealing to those who wish to stay informed but are growing weary of the typical online experience. The inbox becomes a refuge, free of advertisements, where a brief update allows you to continue your day informed and undistracted. It fills a gap because there are many problems with local news, particularly the broken business models that publications and their journalists are operating under.
Am I right that you polled your readers on the use of ads?
Yes, I initially envisioned The Edinburgh Minute as an ad-free service to provide a clutter-free reading environment. However, when several entities approached me about advertising, I decided to poll my readers to gauge their feelings about incorporating ads. The general consensus was that ads would be acceptable if they were relevant and unobtrusive, positioned either at the end of the newsletter or formatted in a way that fits seamlessly with the content.
Despite this feedback, I've remained cautious, preferring to keep the newsletter predominantly ad-free. To date, I've accepted only a couple of paid promotions, and I am doing so with care for what works within the newsletter. This approach aligns with my commitment to not over-commercialise The Edinburgh Minute. I'm fortunate enough to have a subscriber base that supports this model financially, allowing me to focus on delivering valuable content without the need to chase additional revenue.
What kind of feedback have you received from your readers about the Edinburgh Minute?
The feedback from readers has been overwhelmingly positive and sometimes deeply personal. For instance, one reader shared that they had quit social media for their mental health, but the Edinburgh Minute keeps them informed without the stress. This was a significant affirmation for me. Others have told me about attending events and making new friends through information they found in the newsletter, which is incredibly rewarding.
Beyond these stories, the daily stats and subscriber responses also remind me why I left a stable job to pursue this venture. Being self-employed lacks the security of regular holidays, pensions, or insurance, but the freedom it offers makes me much happier.
In terms of numbers, we’ve had remarkable growth. Nearly 1500 people now pay for the service, and almost 10,000 subscribe for free. Our reach has expanded into other cities as well.
The support doesn't stop with subscribers; local journalists often send me their stories before they are published, appreciating the additional exposure our platform provides. Last year alone, The Edinburgh Minute directed half a million clicks to local news websites. While that might not seem like a lot in the global scheme, it’s a significant number that boosts local journalism and helps keep our community informed and engaged. This kind of impact reaffirms the newsletter’s value and motivates me to continue.
If I've managed to direct half a million additional readers to local news, it underscores a systemic issue where even major platforms like Google are failing to adequately surface local content. Last year alone, Google accrued £14 billion from advertising in the UK, which in many ways has made it harder, not easier, for readers to find pertinent local stories.
It seems that you emphasise the quality of the audience's engagement with the content rather than just the number of clicks.
Absolutely. The significant point here isn't just the number of clicks — it's the relevance and impact of those interactions. If I've managed to direct half a million additional readers to local news, it underscores a systemic issue where even major platforms like Google are failing to adequately surface local content. Last year alone, Google accrued £14 billion from advertising in the UK, which in many ways has made it harder, not easier, for readers to find pertinent local stories.
This situation shouldn't be the norm, nor should local publishers rely solely on this kind of traffic—it should be supplementary. However, it's gratifying to see a large number of local reporters entrusting me with their stories, knowing that it will significantly boost their visibility. On average, this translates to about 2000 extra clicks per day for them, which is substantial. I've sifted through a great deal of content to curate only the most impactful news, reinforcing the trust that both readers and journalists place in the quality of our selections.
What do you attribute to the growth and success so far?
The Edinburgh Minute's success largely boils down to its focus on doing one thing exceptionally well. This approach was refined during my time at places such as Instagram and Condé Nast, where I learned the importance of understanding exactly what your audience needs and wants based on data. This has led to a product that doesn’t try to be everything for everyone but excels at its core function: delivering streamlined, pertinent news.
While there are suggestions to expand into areas like video interviews, podcasts, or even a print version, I remain committed to the newsletter's original ethos. The idea is not to clutter the product with features that don’t serve the primary purpose. Additionally, I’ve consciously decided to step back from doing original reporting myself, opting instead to pass along tips to other journalists who are better positioned to follow up.
A significant part of our growth can also be attributed to word-of-mouth—growing organically by engaging people who care deeply about their local community without the pressure to expand rapidly. I aim to maintain a sustainable scale and resist the temptation to pursue large numbers that typically do not align with the ethos of local news.
Given the presence of many long-standing publications in Edinburgh, how have you managed to carve out a niche for the Edinburgh Minute?
Our unique model, which I liken to a digital newsstand, feels pivotal to our success among established publications. Here, readers can get a taste of local news through snippets and decide if they want to delve deeper. This model not only supports but complements existing media by driving traffic to their full articles and boosting their visibility.
What sets us apart is our focus on enhancing the user experience and providing a broader perspective. I often feature how local stories are covered internationally, providing comparisons with publications like the New York Times or The Times of Delhi. This approach of "reporting on the reporting" gives our readers a richer understanding of how Edinburgh is perceived globally, something traditional newsrooms might not prioritise.
Moreover, our independence allows us to experiment and innovate in ways that traditional newsrooms, constrained by budget cuts and traditional models, may not. While some may question the relevance of linking to other publications or providing just a snippet, this has proven effective in maintaining a high subscriber count, even surpassing traditional newspaper sales in some cases. It confirms that there's a significant demand for what The Edinburgh Minute offers — a streamlined, interconnected news experience that respects both the reader's time and the journalistic value of other publications.
What strategies have proven effective in growing your audience and converting free subscribers to paid ones?
From the outset, the Edinburgh Minute was designed to be freely accessible, with readers able to support the work financially if they chose. My friend Ally Tibbitt's suggestion to include a payment button halfway through the newsletter significantly contributed to this model. This decision to allow voluntary contributions were based on the goodwill of our readers, many of whom expressed that they believed the work deserved financial support.
We've adopted a measured approach to promoting paid subscriptions. For instance, I send out a reminder email every couple of months, informing subscribers about the progress and future aspirations of the Edinburgh Minute, subtly encouraging them to consider supporting us financially. This gentle reminder has been quite effective. Of new subscribers, approximately 10% choose to convert to paid subscriptions, maintaining a steady growth ratio.
A pivotal moment for growth came from an unexpected quarter — Reddit, a platform known for its stringent rules against self-promotion. A user shared our newsletter, resulting in a substantial increase in our subscriber base.
Additionally, I launched 'The Culture Minute' ahead of the August festivals last year, catering to those interested in Edinburgh's creative scene. This not only addressed the content constraints of the Edinburgh Minute but also attracted a specific audience likely to appreciate and financially support such focused content. This consistently brings in new paid subscribers every week, proving to be a reliable method for audience expansion.
Your approach seems to stem naturally from your background at Instagram. You focus on what the audience wants rather than making abrupt changes. How does this influence your newsletter format?
Absolutely, I'm deeply committed to maintaining a consistent and repeatable format for the Edinburgh Minute. My background in production has taught me the importance of creating a seamless experience for both the producer and the audience. By keeping the format familiar and repeatable, it becomes a part of our readers' daily routine.
Interestingly, survey results show that 80% of our readers engage with the newsletter first thing in the morning, even before they get out of bed. This wasn't the initial intention; originally, I imagined it as something people would read during their commute. This routine has informed our advertising strategy — if I was to include ads, they would need to fit into this intimate, habitual context.
Additionally, tracking what our readers click on most informs the content and structure of the newsletters. For instance, the high interest in local creative news led to the launch of The Culture Minute. Any changes or expansions should naturally enhance the experience and engagement of our readers.
My goal is to foster a culture of linking and sharing within the news industry, encouraging a collaborative approach to local journalism.
With the success of the Edinburgh Minute, a similar newsletter is now being published in Glasgow, and as you’ve mentioned you’re in planning mode for London.
Newsquest, which owns and operates The Herald and the Evening Times amongst other publications, approached me with an interest in launching a similar newsletter for Glasgow. They were very complimentary about The Edinburgh Minute and wanted to replicate its success. I was flattered and saw it as a great opportunity. We've collaborated on the launch of The Glasgow Wrap, which has already gathered thousands of subscribers. I’m enjoying working at the moment with their team, with Newsquest retaining the control to decide its future strategy.
As for London, I've been preparing to launch a similar newsletter there. My connections to the city and understanding of its local news scene make me optimistic about its potential success. I’ve already begun publishing trial versions and gathering feedback to refine it further. The challenge with London is its vast geographical and cultural diversity, but I'm committed to ensuring it addresses local needs effectively. [Sign up for The London Minute here.]
These expansions aren’t just about replicating the model but adapting it to fit each city's unique context. My goal is to foster a culture of linking and sharing within the news industry, encouraging a collaborative approach to local journalism. This has worked well in Edinburgh and Glasgow, and I am hopeful it will do the same in London.
You appear to have a more considered approach to expansion, avoiding any rush for rapid scaling.
Absolutely, I'm quite open about my views on growth, especially having directly seen companies such as Meta pursue expansion for its own sake. Such a relentless pursuit isn't sustainable — economically, environmentally, or mentally. That's not the path I want for the Edinburgh Minute. While I’m keen to see this newsletter model adopted in other areas of the country, my ambition isn't to build a media empire. I'd rather encourage others to take up the mantle in their own cities and locations.
I've lived and worked in Edinburgh, London, and Glasgow, and those cities form the boundary of my direct involvement. Venturing beyond those familiar territories wouldn't be genuine; it would risk the authenticity of the content and could tread on the efforts of local journalists and publishers who are already doing great work.
This approach also stems from my commitment to supporting local journalism during a period when it’s often undervalued and overlooked. My surveys have shown that the Edinburgh Minute has raised awareness of local journalists and issues, which I consider a significant achievement. I want to continue promoting quality journalism and enabling others to do the same, ensuring the focus remains on enriching communities rather than just expanding reach.
You can subscribe here for The Edinburgh Minute, here for The London Minute (when it launches), and here to The Glasgow Wrap.
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