Membership as an editorial and economic model requires turning readers into actual members. The Bristol Cable engages its audience, Scalawag organizes events for its community, and Zetland turns its members into ambassadors for the publication.
Include the audience in the editorial
The Bristol Cable is a free-to-access local investigative news outlet in England that is wholly owned by its 2,700 members. Readers can become members by paying a monthly or annual membership fee. What’s the added benefit to attract more members? The community contributes to investigations through the Cable Links tool; citizens can share their stories to enrich articles such as the one on living in skyscrapers. Events, listed in the community calendar, help strengthen local ties. Any other ideas?
Going Through the Events
Scalawag is an American media outlet focused on marginalized communities in the Southern United States. Their editorial team is diverse, but their readership remains predominantly white. To better reflect the communities the outlet serves, the editorial team focuses on engagement and awareness-raising events. To organize these events, the team followed a very specific methodology: listing the desired outcomes for each event, clearly defining the division of responsibilities, and holding a debriefing after each event.
Relying on Ambassadors
Zetland, launched in 2016 in Denmark, covers national news. The team used a key strategy to engage its audience: turning members into true ambassadors who promote their media outlet. Recruitment was launched via a sign-up form. For three months, the team equipped the ambassadors with the tools to promote the outlet among their networks. In addition to helping recruit new members, more than 500 members volunteered to contribute to new editorial projects focused on the members. A true team effort with our engaged audience!
To learn more about the membership model, check out the Membership Puzzle Project website and its practical guide.
