Engagement as Revenue in Journalism: Turning Community, Comments, and Access into Economic Viability

Abstract

While both the journalism industry and journalism studies research have long celebrated engagement as both a normative goal and a potential revenue source, scant evidence exists illustrating how an organization can turn engagement into profit. This study, utilizing a case study of the sports and culture news organization Defector, examines how one newsroom monetizes engagement. Through the lens of market theory for news production, the study examines what engagement practices Defector enacts, and how those successfully catalyze subscribers to pay almost 50% more annually for the ability to engage with the organization. Lastly, the study introduces, to journalism studies, the concept of market alignment, a necessity for monetizing engagement.

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