In this episode of the Paywall Podcast, sponsored by LeakyPaywall, Pete and Tyler discuss the implementation and impact of a local events calendar on the Salem Reporter website. The calendar, live for two months, almost immediately improved SEO, driving significant traffic as events ranked on Google. The site hosts about 1000 events daily through automation, with constant updates to ensure accuracy. Despite light promotion, the calendar saw increased user engagement and steady submissions of new events from the community. Traffic to the site increased by about 30%, with a notable 5% attributed to the calendar, depending on news activity. The integration also facilitated a notable uptick in email notification sign-ups, featuring high open rates. Future plans include monetizing featured event placements. Overall, Salem Reporter benefited from time savings, increased website traffic, and ad impressions.