While most newsletter creators are fighting tooth and nail for a sliver of attention in the most crowded niches on the internet, Alec Kremins did something that now looks almost unfairly obvious in hindsight: he covered a city.

Specifically, Jerusalem.

JLM Scoop is a local newsletter. It tells people about the events, news and things worth knowing in their city. It doesn’t compete with Morning Brew or The Hustle or any of the national publications elbowing each other for inbox real estate. It competes with nothing, because almost nothing else like it exists.

The results reflect that gap. Four thousand subscribers and a 57% open rate, which is more than double the industry average and the kind of number that would make most professional newsletter operators quietly weep. And Alec built all of it while working a full-time job, with zero prior newsletter experience, zero existing local audience, and roughly two hours of work per week.

The reason isn’t magic. It’s irreplaceability. When your content covers something that readers genuinely can’t get anywhere else – something specific enough to their life, their city, their niche, their industry – they open it every single time. Not because you’re a great writer. Not because your subject lines are optimized. But because missing it means actually missing something.

That’s a completely different relationship than most newsletters have with their subscribers.

The monetization follows the same logic. Local businesses will pay to reach a genuinely engaged local audience. Sponsorships, event partnerships and local advertising don’t require massive scale when the targeting is this precise. A sponsor reaching four thousand people who actually live in the city they serve is worth more than reaching forty thousand people scattered across the internet who may or may not care.

Most solo marketers are chasing global audiences because global feels bigger. But the easiest win in newsletters right now might be the room nobody else is standing in: The city, the niche, the micro-community so specific that competition essentially doesn’t exist.

Find the room, fill it and open rates take care of themselves.

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