This local newsletter covering a Dallas suburb has the highest paid conversion rate on Substack

Dan Koller is often the only reporter covering government meetings in Coppell, Tx.

In an era where local journalism is in steep decline, Dan Koller has built something remarkable. Operating out of Coppell, a Dallas suburb, Koller’s newsletter The Coppell Chronicle has managed to achieve a paid subscriber conversion rate that dwarfs industry averages. With over 1,000 paying subscribers out of a list of just 3,300, his conversion rate hovers above 30%—ten times higher than most Substack newsletters. Even more striking, he’s achieved this feat while maintaining a full-time job outside of journalism.

Koller’s journey is a case study in persistence, community focus, and the power of small-scale journalism.

From Early Journalism to Coppell

Koller’s career began in the traditional newspaper world. After graduating college in 1996, he landed his first reporting job in Sulphur Springs, Texas, before eventually working his way up to an editor position at the Dallas Morning News. Over eight years, he became intimately familiar with the rhythms of newsroom life—late-night shifts, layoffs, and the grind of putting out a daily paper.

Eventually, like many journalists, Koller transitioned into public relations work for financial stability. But he missed the craft of reporting. That longing, combined with the collapse of Coppell’s main newspaper during the pandemic, inspired him to start The Coppell Chronicle in 2021.