How publishers leverage community as a personalization and revenue tool

Publishers are always looking for ways to improve engagement with subscribers and, ultimately, increase revenue. Between diversifying revenue streams, increasing subscriber retention and trialing new features, publishers’ subscriber programs serve many purposes.

As acquisition costs rise and audience data becomes harder to access, publishers are increasingly turning to community not as an engagement tactic, but as a personalization and revenue engine. Community offers publishers a unique way to engage with their audience that presents more personalized experiences to subscribers, deepens connection with audiences and fosters long-term loyalty, while providing multiple avenues for sustained revenue.

In this context, community doesn’t mean a standalone forum. It includes any recurring, participatory touchpoint where readers contribute signals, not just consume content. Community is a tactic that initially focuses on reaching readers and subscribers in less common ways, but is also centered on building meaningful connections once that audience is reached. Audiences everywhere demand personalization, but forming a community and engaging a subscriber base includes personalized emails, newsletters and other strategic engagement tactics. 

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