What goes unreported – even in a city such as Melbourne – is providing rich pickings for a new newsletter publisher.

Sam Shedden – described on LinkedIn as a tech and AI news editor - has launched The Melbourne Snap on Substack, claiming inspiration from “the newsletter scene back home”. His delight at Scotland’s rugby victory over Australia suggests a reference to the UK. In fact, he joined The Scotsman in October 2017 and progressed through digital roles to head of customer loyalty – until a year ago – at its owner, regional group National World, which is itself currently the subject of a takeover bid.

Shedden says he writes the newsletter after returning from a night shift job – he lists himself as executive editor of computer game mag ReadWrite – and promises “no ads, no paywall and no politics”.

The “free” newsletter invites donations from readers of “as little as $10 a month”.

Readership is growing with 10-12 new subs a day, “small potatoes perhaps but it's satisfying to see the vast majority of readers are Aussies and not just supportive friends from back home,” he says.

On LinkedIn, he warns against “the temptation to do too much”, and says there is “a tonne of unreported local news” to dip into. Other learnings include that marketing is hard and personality resonates. “Don't be afraid to ask readers for help or others in the space for advice,” he adds.