Why publishers are pivoting to community as a new source of growth

Mark Zohar, CEO, Viafoura

The publishing industry is at an inflection point. After one decade of over-reliance on platform-driven growth, declining social media referrals and AI-driven traffic shifts are forcing publishers to rethink their audience strategies. Community is the way forward. It’s more than a buzzword — it’s a proven driver of engagement, retention and revenue.

Publishers that successfully activate a community strategy are seeing measurable impact. According to data from Viafoura, community members generate 5.3x higher dwell time, are 45x more likely to subscribe and make 3x more site visits compared to standard audiences.

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