We often talk about the role of news in informing, educating, and holding power to account. But somewhere in the middle of Maslow’s Hierarchy — above survival, below self-actualisation — sits the human need for belonging. Connection. Community.

And it turns out, that’s exactly where some of the most exciting work in news media is happening today.

In this final module of my recent Building Direct Audience Master Class, we explored how organisations are leaning into participation — not just as a nice-to-have but as a critical business lever. Because viral reach doesn’t build a sustainable business. Community might.

Nathalie Hill, chief audience officer at KCRW, framed it beautifully with her “5 Ps”: promise, personalities, partners, products, and participation. 

It’s a simple but powerful framework for building deeper audience relationships — and, critically, moving people off the platforms and into owned spaces.

Creators, she noted, can help bridge that gap. They offer authenticity, magnetic energy, and a direct connection that drives conversion — particularly through formats like newsletters, which remain among the highest converters for many.

This shift from watching to participating is something Helle Skjervold, product manager at Schibsted, is already seeing in action.

Schibsted’s experiments with live commenting and interactive experiences — designed to be “at eye level” — aren’t just boosting engagement. They’re also drawing in younger male users, a notoriously elusive demographic.

And what’s most exciting? These are core news products, not side projects.

Mindy Yuen and Peter Robertson from Condé Nast are similarly focused on adding community value but in a way that’s tightly aligned with each brand’s identity. As Peter reminded us, we don’t have to reinvent the wheel. Many community practices are well-established online. The challenge is in applying them thoughtfully, guided by audience needs and brand voice.

That note of caution was echoed by Gitesh Gohel, head of product and design at The Washington Post. Just because we can build something doesn’t mean we should. Their work on transforming comments into AI-moderated conversations is a case in point: thoughtful, purpose-driven, and shaped by intent. In some cases, the comments are the product.

And then there’s Village Media. CEO Jeff Elgie is pushing boundaries by redefining what a local news organisation can be. They’re not just publishing stories — they’re building impact-focused community groups, designed around specific passions and local relevance. In doing so, they’re taking on Facebook at its own game but with far greater alignment to their brand, mission, and audience.

Throughout this session, one question kept surfacing: Are we news organisations, or are we community organisations? Perhaps the answer is both. What matters is not the label but the impact. And the path to impact lies in understanding user needs, designing for participation, and being clear-eyed about what drives long-term value.

In the end, building community isn’t a distraction from journalism. It’s a powerful expression of it.

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