Today’s publishers are facing spiraling problems, such as shrinking ad revenues, scattered audiences, and evolving platforms. Specifically, their top digital media challenges are scaled audience reach, brand-safe ad placement, monetizing with or without platforms, and contextual targeting (at nearly 30%).
One smart way to stay ahead in the digital publishing game is to build an authentic, engaged community. But this goes beyond responding to comment sections and setting up push notifications. So, as a publisher, what does it take to establish one?
Don’t worry; This page guides you in building and sustaining online communities as a publisher. Read on to discover why this will pay off in the long run, from keeping repeat visitors to boosting revenues.
Building Communities: Why Go Beyond Comments and Notifications?
It’s no secret: The vast majority of people (68%) get news from their digital devices, whether mobile phones, tablets, or computers. However, they don’t just want content pieces to consume; They also seek genuine connections. 
Here’s the thing: Web users who engage with online community features visit more often and stick around longer. In fact, publishers with strong community engagement see higher subscription renewals compared to those that focus on content.
You may constantly respond to comment sections and set up web push notifications for your subscribers. But traditional strategies like these comments and notifications aren’t cutting it anymore.
Comment sections, often unmoderated or deemed toxic, are driving users away instead of bringing them in. Meanwhile, generic push notifications cause these users to opt-out, as they perceive them as mere noise without real value.
The real issue? These tools are designed for transactions rather than for building relationships. If you want people to care, you need to create ongoing spaces where they can connect with each other and your brand beyond one-off posts and alerts. That’s where true community begins, not only for user and customer engagement but also for real connections.
Discover the key elements of a thriving online community below.
Key Elements: What Makes a Community Thrive?
It’s safe to say that thriving publisher communities don’t happen by accident. They’re actually built around a few key ingredients: Think goals, interactions, channels, contributions, and boundaries.
So, what makes an online community thrive and succeed? Here are the key elements to incorporate:
- First, there needs to be a shared purpose. People join communities that stand for something. Take the Atlantic Community, for example: The interactions revolve around curiosity and thoughtful debate, aligning perfectly with their editorial vision and mission.
- Next, it’s all about two-way conversations. It’s not just readers talking to the publisher but readers talking to each other as well. The New York Times Reader Center is a great example, as it regularly solicits reader input to help shape media coverage. And it works perfectly!
- Thriving communities also offer multiple ways to connect. Whether it’s a private forum, a live question-and-answer (Q&A) session, or a niche newsletter, variety keeps members engaged. Remember, offering multiple touchpoints is key to a thriving and engaging online community!
- You also want to make it easy for people to contribute. That might mean submitting story ideas, joining a discussion, or answering a call-out for interviews. Case in point: The Guardian’s “The Upside” series thrives on reader participation.
- And finally, safe spaces matter. Clear guidelines and solid moderation make people feel welcome and respected. The Financial Times has actually increased engagement just by keeping conversations civil but set with proper boundaries.
The best publisher communities bring all of these elements together to create lasting connections. They are far beyond just a single comment thread or push notification. So, make sure to define goals, pursue interactions, offer channels, accept contributions, and set boundaries.
Learn what it takes to establish and sustain an online community in the next section.
How To Build and Maintain Online Communities as a Publisher
Now, it’s time to turn community-building ideas into some real actions. Keep in mind that robust online communities don’t appear overnight. But as a publisher, you can create digital spaces where readers engage, contribute, and stay.
Is it best to join established online forums and groups? You can jump onto the bandwagons of ten communities for publishers, which are popular in the digital space today. However, it’s much better to set up one for your media outlet or news organization.
How do you go about doing so? Here are proven tactics publishers are using to spark lasting
connections and grow loyal audiences.
1. Create forums or groups around topics people care about
The first step is to set up a digital platform for your online group or forum.
As a publisher, start by focusing on a digital space that resonates with what your target audience cares about most. Are they concerned about pressing issues such as global war, artificial intelligence (AI), business sustainability, and diversity, equity, and inclusion (DEI)? How can you provide space where they can also share their thoughts and feelings?
Once you have set up your online community, you can effectively repurpose content and share it within your community. From there, expect your readers to respond, so make sure to engage as constantly as possible. When communities are built around niche interests, they naturally attract passionate participants and build robust engagements.
For instance, The Verge’s Discord, with dedicated channels for specific tech topics, sees thousands of interactions daily. Likewise, The Athletic’s sport-specific forums have helped boost subscription conversions. Ultimately, draw inspiration from these community-centered publishers!
2. Run virtual events and AMA sessions to build engagement
Another step for building an online community is to conduct live sessions, interviews, or events. They can be a massive part of your community-building initiative.
To start, you can hold your live streaming via your online website and social media channels. However, it’s best to initiate these sessions on the digital platform you set up earlier. You can schedule and run events, such as town halls, panel discussions, and Ask Me Anything (AMA) sessions, to create shared moments and foster meaningful engagements.
Let’s take The Texas Tribune’s virtual town halls, for instance (see pictures below): Their webpage offers a business membership program, letting members join an online community of business-minded individuals. Not only do they provide regular newsletters for members, but they also hold open-to-the-public live events in the community.
3. Celebrate top contributors to encourage participation
Your digital platform has most likely built a community of contributors by now. They do not only comment on your online forums but also share pieces of content. What better way to encourage participation even more than to recognize and reward top contributors?
Shining a spotlight on engaged readers yields continuous support and fosters genuine loyalty. Whether it’s badges, shoutouts, or exclusive perks, recognition encourages repeat participation. Ultimately, you’ll be surprised at how you can inspire your readers to engage and contribute more.
Case in point: The New York Times recognizes its top commenters. The NYT ran a feature showcasing their most influential commenters using a ranking based on reader recommendations and “NYT Picks.” This was promoted on their homepage and sparked high engagement (over 1,400 comments on day one).
4. Use polls, contests, and user stories to spark interaction
As a publisher, one effective way to maintain your online community is to post interactive content pieces. They have the power to turn passive readers into active community members. Think of polls, challenges, and crowdsourced stories that spark creativity and conversation.
Take it from Food52’s community recipe contests: This online publication shares thousands of recipes and kitchenware. These are submitted by its community contributors and cooked by its own resident editors. And to spark engagement among community members, they run a recipe contest from time to time.
5. Add feedback tools into the user experience (UX)
When it comes to online community-building, feedback is essential. Do you want to know what your readers are really thinking? Make it easy for them to tell you. Instead of hiding feedback forms at the bottom of a page or in a hard-to-find tab, weave them right into the reading experience.
The Boston Globe integrates a simple feedback widget directly within its articles. On many content pieces, such as opinion and feature stories, readers encounter a prompt, such as, “Please tell us how much you liked this article,” with a 1–5 star scale. With this in place, they significantly increased participation.
Remember, these strategies aren’t one-size-fits-all solutions. Start small by choosing one or two that align with your audience and editorial values. Then, build from there by testing what works and evolving as your community grows. Over time, these efforts will create stronger, more connected relationships with your readers.
Benefits of Strong Communities: Why They Pay Off
Digital publishing doesn’t only aim to keep the public informed. It also seeks to generate income as a media business.
As a publisher, you can unlock revenue potential through email subscriptions with push notifications, OR you can increase your ROI through consistent comment responses. But nothing beats creating an online community of loyal supporters.
Publishers that invest in online communities are not only boosting engagement but also unlocking meaningful business growth. From longer visits to new revenue streams, a solid community becomes an engine for business scalability and sustainability.
That said, here’s what that looks like in action:
- More repeat visitors and longer sessions: Community members tend to stay. They often consume two to three times more content than casual readers. The Atlantic found that providing readers with personalized experiences through their newsletters can make a difference in online community building.
- Better conversion rates for subscribers and members: When people feel part of something, they’re more likely to pay for it. Community participants convert to subscribers at five to ten times the rate of non-participants. The Philadelphia Inquirer experienced a surge in digital subscriptions, growing from 61,000 print subscribers to 70,000 through a community-first approach.
- New revenue streams through events or merch: Communities unlock monetization that goes beyond paywalls. Slate Plus has become a reliable revenue source, with its income growing at a 28% year-over-year rate, thanks in part to its podcast, exclusive content, and business events. Ultimately, community engagement is key!
- Loyal fans who naturally promote your brand: Community members become your most dedicated promoters. The Skimm’s “Skimm’bassador” ambassador program (members share a unique referral links account) helps build a community of loyal supporters. Incentivizing subscribers not only reduces acquisition costs but also helps retain subscriptions.
- Stronger trust through value-driven conversations: Beyond revenue generation, virtual communities also serve as safe spaces where audiences can seek guidance and support, as well as access tools and resources. For example, publishers in the niche finance sector curate online forums to help their valued audiences manage financial situations through debt relief programs and personal loans. This kind of value-based engagement builds stronger loyalty and trust over time.
Community-centric publishers don’t rely solely on web algorithms and social media platforms to reach a wide range of audiences. As they’ve already established good stakeholder relationships, they reap the benefits of increased engagement and conversions.
Final Thoughts: Kickstarting Your Community Journey
Building a solid online community doesn’t just happen overnight. It takes a long time and requires a lot from you as a publisher. But remember, the most successful communities grow through consistent efforts, constant tweaks, and genuine connections.
That said, consider the key elements outlined above to establish a thriving online community. More importantly, follow our key steps for building and maintaining successful publisher communities. With all these tips and steps, the payoff will be worth it: you’ll see increased loyalty, better engagement, and a more profitable business.
Remember, the publishers who stand out will be the ones who build genuine relationships with their audiences. Now’s the time to make that shift from content provider to community builder!
Author’s Bio: Jesse Galanis is a professional writer who decomposes complex concepts of business information and working online. He provides quality content that assists people in everyday life.
