As local news outlets navigate an era of shifting reader habits and financial pressures, audience-first business models are emerging as a powerful path to sustainability. Rather than chasing clicks, these models focus on deep engagement, direct reader support, and high-quality journalism that builds loyalty. But how do you scale such an approach without compromising editorial integrity or losing the community-driven essence that makes it work?
In this session chaired by Lisa MacLeod (FT Strategies), Joshi Herrmann (The Mill) and Lea Korsgaard (Zetland) will share their experiences in growing membership-driven newsrooms that put readers at the heart of their strategies. From fostering strong subscriber communities to refining content and revenue experiments, they’ll discuss what it takes to scale sustainably—and what pitfalls to avoid. Expect real-world insights, candid lessons, and a look at what’s next for audience-first journalism.