Sometimes the best travel experiences start with a simple recommendation from a local.

I remember a high school graduation trip with my dad and three brothers to Islamorada in the Florida Keys. We spent the day fishing out of Bud N' Mary's Marina, and after a great day on the water, our captain suggested taking our catch to Lazy Days Restaurant to have served up for dinner.

So that's exactly what we did — and it became one of the most memorable parts of our trip.

No Google searches. No Yelp reviews. No AI-generated recommendations. Just a tip from someone who knew the area well and wanted us to have a great experience. That's the magic of local knowledge. And it's the inspiration behind Southward, 6AM City's newest travel and tourism brand dedicated to discovering the best of the Southeast.

From where we live to where we go

When we started 6AM City, our mission was simple: Help people connect with the places they call home.

We wanted local content to be something readers couldn't wait to open. More than just reporting on a city, we wanted to inspire people to get out, participate, and experience the best their communities have to offer.

Today, our newsletters reach more than one million subscribers, with local journalists across 20 Southeastern cities. These aren't reporters parachuting in for a weekend. They're people who live in these communities, know them inside and out, and know where all the cool kids hang out.

As content becomes increasingly commoditized, we believe the real value lies in curation and, more importantly, trusting who's behind the recommendations. There's no shortage of information telling us where to go or what to do. What matters is knowing whose advice is worth following. That's where our local expertise makes all the difference.

Think about how often you've traveled somewhere and asked, "Where do the locals eat?" or "What's something we have to check out?" We'll answer those questions before you've even packed your bags. That's the goal behind Southward.

A product driven by readers and advertisers

As we explored this opportunity, the business case became just as compelling as the editorial vision.

Our audience research over the past 10 years tells us that 96% of our readers travel annually, and 73% vacation at least twice a year. These are people already researching their next destination and experience.

At the same time, travel and tourism has been the largest paid partnership category in 6AM City's history. We have an established editorial and sales infrastructure and longstanding relationships with destinations and hospitality partners throughout the region.

So the opportunity for a travel newsletter was right in front of us.

My dad, who is also a media publisher, always said, "Our products are advertiser- and reader driven." That approach has stuck with us, and Southward is a perfect example of how we listen to our local audiences as a brand. We're not trying to manufacture demand. We're responding to what our readers want and what our advertising partners already value — leveraging the people, relationships, and resources we've spent years building with y’all. (I had to do it.)

More than a newsletter

Southward launches this week as a weekly travel newsletter, combining curated discoveries, reader and local recs, editorial tips and tricks, and immersive destination guides.

We'll spotlight restaurants worth visiting, hotels worth booking, rooftop bars worth exploring, and unexpected places that make a trip unforgettable.

And our vision extends beyond your inbox.

We see Southward evolving into a full-fledged travel discovery brand, connecting travelers with destinations through digital content, social media, curated experiences, and strategic partnerships.

When I think back to that day in Islamorada, our captain's recommendation wasn't complicated, but it made all the difference. That's what we hope Southward will do for our readers: Point them in the right direction to visit like a local.

Whether you're planning a long weekend, a family vacation, or simply looking for somewhere new to explore in the South, we hope you'll join us.

Also, if you are a brand partner who would like to know more about partnering with us email me at rjohnston@6amcity.com.

Southward. A direction worth going. Subscribe now.

Ryan Johnston

Co-Founder & CEO

6AM City