Newsroom Starter Kit

Independent newsrooms play a crucial role in filling local information gaps, strengthening community connections, and ensuring essential stories are told. Understanding your purpose and audience can help create meaningful impact right from the start.

Spotting gaps in local news

Local newsrooms often start because of a clear gap in information, something missing from existing media that the community needs or no local news at all. For some, it’s about ensuring reliable news during emergencies, like the 2011 floods in South Burnett, where cut-off roads meant newspapers couldn’t be delivered, leaving residents reliant on social media rumours. Others, like Peri Strathearn of Murray Bridge News, stepped in when the local paper was struggling.

“I started this publication to fill a need. The local chain-owned newspaper was failing financially and non-responsive to locals’ needs.”

Peri Strathearn, Murray Bridge News

Many founders simply saw an opportunity to do a better job, as Lee O’Connor did when she took over Coonamble Times.

Community connection is a major driver for independent publishers. For Susie Williams of Fleurieu App, it’s about supporting local businesses with a cost-effective way to reach customers. Meanwhile, Ros Griggs of Prom Coast News saw the need for a trusted local news source beyond social media.

“There is a need in the community for local news over and above social media. Particularly for the sporting and community groups to promote themselves and achievements and the older demographic for information.”

Ros Griggs, Prom Coast News

Strong local journalism helps bring people together, providing a shared sense of place and a platform for stories that might otherwise go untold.

For anyone considering starting a newsroom, identifying the gaps is a crucial first step. What stories aren’t being told? Who is missing out on vital information? Whether it’s covering local government decisions, keeping small businesses visible, or making sure the next emergency doesn’t leave a community in the dark, finding the right niche can help shape a newsroom’s purpose and ensure it delivers real value to the people it serves.

The decline of local news and why it matters

“The best local news organisations introduce us to people we don’t know, who share our concerns and aspirations. It connects people in a community to one another, and to the outside world.”

Penny Abernathy, The State of Local News, Local News Initiative, August 2022

The decline of local newspapers in Australia has created news deserts, leaving many communities without essential journalism. Researchers warn that this not only reduces access to reliable information but also erodes civic engagement and accountability. The Conversation explores this crisis and the urgent need for sustainable solutions in its article, ‘Local papers are central to our democracy. We must do more to bring them out of crisis.’

The challenges facing local news are not unique to Australia. Communities worldwide are grappling with the decline of independent journalism. The Roadmap for Local News explores this issue in the United States, where shrinking newsrooms and disappearing outlets have left many communities without reliable sources of civic information. It outlines practical steps to rebuild and sustain local news, including community-driven solutions, diversified funding models, and supportive public policies.

Knowing your audience and building trust

Successful independent newsrooms don’t just fill information gaps; they understand their audience and tailor their reporting to meet real community needs. Whether it’s covering local government, amplifying small business voices, or providing a platform for sporting clubs and community groups, audience engagement is at the heart of a sustainable newsroom. Knowing who you’re serving and how they consume news helps shape both content and distribution.

For many publishers, defining their newsroom’s purpose goes beyond reporting the news. It’s about strengthening civic engagement, building trust, and offering a service that readers rely on. Understanding your audience through surveys can help refine content and strengthen engagement. Chapter 2, Who is the audience?, covers practical strategies for designing effective surveys.

How local journalism keeps communities engaged

Local newsrooms play a vital role in keeping communities informed and engaged with the decisions that affect them. Without dedicated coverage of local government, infrastructure, and policy changes, many residents are left in the dark about issues that shape their daily lives. Independent newsrooms help bridge this gap, providing a trusted source of information and giving people a platform to voice concerns. Strong local reporting doesn’t just inform, it fosters public participation and strengthens civic engagement.

“Hyperlocal journalism really helps keep misinformation and disinformation at bay. If local people with real responsibilities and obligations report truthfully in their region, it has to help the overall balance.”

Sam Cullen, Newsport

“If we weren’t here, no one would be reporting on Penrith. No one would be sitting in council meetings. No one would be covering local courts. No one would be having regular conversations with local police.”

Troy Dodds, The Western Weekender

Knowing who you’re writing for makes all the difference. By identifying the information gaps and understanding community needs, you can tailor your newsroom’s content to build trust and lasting engagement.

Identifying coverage gaps in your community

Before starting a newsroom, it helps to take stock of what is already being covered and what is missing. Market research can provide a clearer picture of audience needs and help refine a newsroom’s focus. This means looking at local newspapers, radio stations, newsletters, digital platforms, and other media to see what topics get regular attention and which are overlooked. Maybe council meetings are reported, but decisions affecting renters or small businesses get little follow-up. Some communities have strong sports coverage but lack reporting on environmental issues or public transport. The Australian Communications and Media Authority (ACMA) has tools to assess media diversity, which can help pinpoint gaps in coverage.

Talking to the community is just as important. Chat with people at the local café, run a quick survey, or keep an eye on neighbourhood Facebook groups to see what issues get people talking. When South Burnett Online launched, it was because of a real gap.

“The 2011 flood emergency in the South Burnett led to a news blackout locally as all the highways were cut so newspapers couldn’t be printed or delivered. People began relying on inaccurate Facebook rumours. We had a mini online news service which we ramped up during the emergency and then in 2012 turned into a proper online newspaper.”

Anne Miller, South Burnett Online

Digital tools can also reveal gaps. Social media analytics tools, such as Facebook/Meta Insights or X Analytics, can identify topics audiences frequently discuss or share, highlighting popular issues. Tools like Google Trends or Answer The Public can reveal questions people commonly search for but may not find satisfactory answers to. If there is substantial online interest in rental affordability but limited local reporting on the topic, that signals unmet demand. Once your newsroom is running, website analytics can further pinpoint audience interests. For example, if council stories consistently receive high engagement, there may be opportunities for deeper reporting on local decision-making.

Collaboration is another way to uncover what matters. Partnering with local groups, businesses, and schools can highlight issues that do not get much media attention. An environmental group might point out ongoing land use disputes. A university could share insights on student housing challenges. Small businesses might flag economic pressures that deserve a closer look. By staying tuned in to the community and making use of digital tools, new publishers can build a newsroom that fills real gaps and serves a real need.

Understanding your audience

Surveys are a powerful tool to understand reader preferences and behaviours, helping newsrooms refine their content and engagement strategies.

Best practices for conducting surveys

• Build a relationship first – Audiences are more likely to engage if they feel connected to your newsroom.
• Have a clear focus – Identify what insights you want from the survey (e.g. preferred content types, donation motivations, feedback on new features).
• Communicate survey impact – Let respondents know how their feedback will influence your content.

Key survey categories

A well-structured survey should take 10-15 minutes (around 10-20 questions) and cover:

• Identity – Demographic information, placed at the end.
• Habits & Actions – How people consume news, their routines.
• Content Preferences – What topics resonate with them.
• News Experience – Emotional connection to your content, engagement levels.
• Permissions – Consent for follow-ups or using responses in promotional materials.

Increasing survey participation

• d models offer financial flexibility Personalise the request – A direct ask from a recognisable figure in your newsroom increases response rates.
• Offer incentives – A prize draw or merchandise giveaway can help boost participation.
• Ask multiple times – Most responses don’t come from the first request, so send reminders over a 10-day period.

A business plan isn’t just paperwork, it’s a practical roadmap for success. Clearly defining your newsroom’s purpose, revenue sources, and operational goals early on helps ensure sustainability and community impact.

Clarifying your purpose

Before thinking about revenue, content strategy, or technology, a newsroom needs a strong sense of purpose. This is where mission, vision, and values come in. They define why your newsroom exists, what it aims to achieve, and the principles that guide it.

A clearly defined mission and vision will help shape everything from your editorial focus to your business model. It also tells your audience what they can expect from you and builds trust with potential supporters, funders, and community partners.

Defining your why

Every newsroom begins with a reason. Maybe you started yours to fill a gap in local coverage, to counter misinformation, or to tell the stories of underrepresented communities. Whatever the motivation, writing it down is an important first step.

The Australian Government’s business.gov.au page on business planning suggests asking: “Why did you start this business? Why are you personally invested in this idea?”

This helps clarify not just what your newsroom does, but why it matters.

Example: “To provide in-depth, unbiased reporting on local issues in [Community Name], ensuring residents are well-informed and engaged.”

Your vision

Your vision statement is your newsroom’s big-picture goal, describing where you want to go in the long term. A good vision is inspiring and ambitious while remaining achievable.

Business.gov.au explains a vision as: “Your hopes, dreams and where you aim to go.”

Example: “To be the leading source of trusted news in [Region], fostering an informed and empowered community.”

Your mission

While a vision statement describes where you’re going, a mission statement explains what you do, how you do it, and why. It should be short, clear, and easy for both your audience and team to understand.

Business.gov.au suggests defining your mission by considering: “The purpose of your business and what it does for customers.”

For a newsroom, your customers are your readers and the community you serve.

Example: “We deliver accurate, timely, and relevant news to [Community Name], upholding the highest standards of journalism to inform and connect our readers.”

Core values

Values are the guiding principles of your newsroom. They help shape editorial decisions, workplace culture, and interactions with the community.

Business.gov.au doesn’t list values explicitly, but many successful businesses and newsrooms define their core principles early on. Some common newsroom values include:

• Integrity – Committed to accuracy, fairness, and independence.
• Transparency – Open about how decisions are made and how journalism is funded.
• Community – Focused on the needs and interests of local audiences.
• Innovation – Willing to adapt and experiment with new storytelling methods.

Bringing it all together

A well-defined mission, vision, and values provide direction and consistency. They help a newsroom make tough decisions, stay true to its purpose, and build trust with readers.

While these ideas may evolve over time, it’s important to write them down from the start. Defining these elements early ensures your newsroom has a clear identity, a compelling purpose, and a strong foundation for growth. Find guidance on structuring them within your business plan on the Australian Government’s business.gov.au website.

Planning for success

Launching an independent newsroom is exciting, but passion alone won’t keep it running. Whether you’re setting up a small online publication, a community newspaper, or a multimedia newsroom, having a business plan helps turn ideas into a sustainable reality.

A business plan isn’t just about securing funding; it’s a roadmap. It clarifies what your newsroom will cover, how it will operate, and how it will survive financially. It’s also a useful tool when applying for grants, attracting members, or making a case for sponsorship.

At its core, a business plan answers three key questions:

1. What is your newsroom’s purpose? Consider what gap in local news you are filling and who your audience is.
2. How will you sustain it? Think about what revenue sources will support your work, such as reader contributions, memberships, advertising, or grants.
3. What do you need to make it happen? Identify the resources, staff, or technology required and the associated costs.

What goes into a business plan?

A business plan doesn’t have to be long or overly complicated, but it should cover the key elements of your newsroom’s structure and strategy. While the specifics may vary, most business plans include the following key elements. You’ll find detailed guidance on some of these aspects, such as revenue models in Chapter 5, How to fund your newsroom, and content strategies in Chapter 6, Content and distribution, later in this resource.

A business plan isn’t set in stone, it should evolve as your newsroom grows. Start with a simple plan, revisit it regularly, and adjust based on experience and new opportunities. With a solid plan in place, your newsroom will have a strong foundation to grow, adapt, and serve your community effectively.

Your newsroom’s business model shapes how you fund, structure and grow your operations. Selecting the right approach, whether for-profit, non-profit, cooperative or a hybrid, ensures long-term viability and alignment with your mission. Your decision impacts taxation, liability, governance and funding access, making it important to choose carefully based on your newsroom’s goals.

For-profit models

For-profit newsrooms generate revenue through advertising, subscriptions, memberships, or other commercial services. They typically operate under one of the following structures:

• Sole trader – A single individual runs the business and is personally responsible for its finances. Simple to set up but carries personal liability.
• Partnership – Two or more people share responsibility for the business. Requires clear agreements to manage risks.
• Company – A separate legal entity with shareholders and directors. Offers limited liability but involves more regulatory compliance.

For-profit models provide flexibility in generating income but require a clear plan for financial sustainability.

Non-profit models

Non-profit newsrooms focus on public-interest journalism and often rely on donations, grants, and philanthropic funding. Common structures include:

• Incorporated associations – Suitable for small, community-focused organisations with a member-driven approach.
• Company limited by guarantee – A common model for larger non-profits, where profits are reinvested into the organisation rather than distributed to shareholders.
• Charitable organisations – Can access tax exemptions and Deductible Gift Recipient (DGR) status but must meet strict governance requirements.

Non-profits must adhere to regulations set by the Australian Charities and Not-for-profits Commission (ACNC) if they seek charitable status.

Registering as a charity

For some independent newsrooms, becoming a registered charity provides financial and operational advantages, particularly for those focused on public-interest journalism. Charitable status can unlock access to tax exemptions, Deductible Gift Recipient status, and increased eligibility for grants and philanthropic support. It also signals a clear commitment to serving the public rather than generating profit.

However, becoming a charity comes with responsibilities. Newsrooms must adhere to governance regulations, ensure that all profits are reinvested in their mission, and navigate complex Deductible Gift Recipient requirements. As The Pineapple founder Vivienne Wynter points out, the process is not overly difficult, but it does require planning. She outlines a step-by-step approach, covering everything from incorporating an organisation and drafting governing rules to securing recognition from the Australian Charities and Not-for-profits Commission.

Becoming a charity holds pros and cons, so it’s worth considering the objectives of your newsroom and whether charitable status will help you achieve them. For a detailed breakdown of the seven steps involved in registering as a charity, see Vivienne Wynter’s guide: How to Register a News Organisation as a Charity.

Cooperative models

Cooperative newsrooms are owned and controlled by their members, whether journalists, readers, or a mix of both. Key features include:

• Member ownership – Decisions are made collectively, rather than by private owners or investors.
• Democratic governance – Typically follows a one-member, one-vote system.
• Sustainable funding – Revenue may come from membership fees, grants, or advertising.

Cooperatives prioritise community engagement and independence but require strong governance structures to function effectively.

Hybrid models

Some newsrooms blend elements of for-profit and non-profit models to diversify funding and maintain editorial independence. Hybrid structures include:

• Social enterprises – Businesses that generate revenue but reinvest profits into journalism rather than distributing them to owners.
• For-profit arms of non-profits – Some non-profit newsrooms create commercial subsidiaries for advertising, events, or training services.
• Dual-structure organisations – A newsroom may have both a charitable arm for grants and a commercial entity for subscriptions and sponsorships.

Hybrid models offer financial flexibility to comply with tax and legal obligations.

The value of an advisory group

An advisory group can be a valuable asset for independent news publishers, offering guidance, credibility, and community engagement. While some not-for-profit publishers have Boards to provide strategic direction, many for-profit publishers start out solo, learning through trial and error. Establishing an advisory group can help fast-track this process by offering insight, connections, and feedback from experienced individuals in the community.

The Tucson Sentinel provides a strong example with its Community Advisory Council, which serves as a group of critical friends. This council includes professionals from various fields, such as media, law, politics, policing, education, and the non-profit sector, along with well-connected community members. With a recommended cap of 36 members, the group meets informally twice a year at a bar, fostering open conversation. While purely advisory, members offer valuable insights, advocacy, and support when needed.

A similar approach has been taken by PS Media in St Kilda, where a Community Forum was formed during its Port Phillip news pilot. Their Local Leadership Forum gathered key figures to discuss the value of local media, leading to financial and promotional support from participants. Had this forum been established earlier, it may have helped strengthen the pilot from the outset, highlighting the importance of engaging influential voices early.

These examples show how advisory groups can help build recognition, support, and sustainability for independent newsrooms. Whether called a Community Advisory Council, Local Leadership Forum, or Friends of the Newsroom, the key is to create spaces for meaningful discussions that rally the community behind local news. For more on how an advisory group can strengthen your newsroom, see this article from LINA.

Financial sustainability is key to maintaining editorial independence and serving your community effectively. Exploring diverse revenue streams beyond traditional advertising, such as reader support, grants and innovative partnerships, can help secure your newsroom’s future. Many independent publishers approach journalism with a community-service mindset, often operating as not-for-profits or social enterprises. This creates a need for creative funding solutions, especially as audiences increasingly expect news to be freely available online.

Audience-funded models

Memberships and subscriptions

Many independent publishers rely on direct audience support to fund their journalism. Some use a freemium model, where certain content is free while premium stories require a subscription. Others keep content open but encourage voluntary contributions from readers.

If you’re setting up a subscription or membership program, using the right tools can streamline payments and reader management. Several platforms cater specifically to digital publishers, such as:

• Pagemasters Publish – A built-in paywall system that supports subscriptions, memberships, and donations.
• WordPress Plugins – Solutions like MemberPress, WooCommerce Subscriptions, and Paid Memberships Pro help integrate subscriptions into a WordPress site.
• Substack – A newsletter-focused platform that allows publishers to monetise content directly through subscriptions.
• Ghost – An open-source platform that supports tiered premium content and email-based subscriptions.
• Beehiiv – A newsletter platform with customisable websites, built-in monetisation tools, and features to grow and manage your audience.

The best choice depends on factors such as audience size, content format, and technical capacity. LINA members can access free advice and guidance on options by booking a time with our Technical Manager.

Encouraging reader support

Encouraging your audience to contribute financially can be a challenge, but many independent publishers find that a direct and transparent approach leads to strong community backing. Readers who value your journalism are often willing to support it, especially when they understand why their contribution matters.

One independent news outlet, RANGE Media, saw a noticeable increase in paid memberships after actively asking readers for support. Their success came from clearly communicating their need for funding, setting tangible goals, and providing multiple opportunities for their audience to contribute. Ghost offers some useful guidance on how to effectively ask readers for financial support. As they highlight in their resource on independent local news, the key to success is to:

• Reiterate value – Remind your audience what your reporting offers, highlighting what they’d be missing if you were to stop publishing.
• Get specific – Set a shared goal that your community can participate in, such as the number of paid members, and crucially, spell out exactly what readers will get once this goal is met.
• Be transparent – Sharing behind-the-scenes insights about your business helps your audience understand your ask more clearly. For example, if you’re in the process of working on your product full-time or hiring new writers, share this context.
• Ask more than once – Give your audience multiple opportunities to consider your ask. Some newsrooms have seen success by running dedicated fundraising campaigns and embedding asks within regular content, such as The Guardian.

By making the ask clear, specific, and repeated across different touchpoints, newsrooms can turn engaged readers into long-term supporters. This includes using strong calls to action with clear design: pop-ups should be timely but not intrusive (once per session is a common approach), and effective placements include the middle of articles or at the end of a newsletter. Keep messaging short, use contrasting colours for visibility, and test different formats to see what resonates with your audience. PressPatron is one platform that helps newsrooms streamline this process, providing an easy way for readers to make one-off or recurring contributions to support independent journalism.

Grants and philanthropy

Grants can be a critical funding source, especially for publishers focused on public-interest journalism. Many newsrooms secure support from journalism grant programs, philanthropic foundations, or government funding initiatives.
For example, The Walkley Foundation’s Solutions Journalism Fund provides grants to support in-depth, community-driven reporting. Grant funding can help sustain important work, but it’s essential to develop a long-term funding strategy beyond one-off grants.

Advertising, listings and sponsorship

Advertising can provide a steady revenue stream, but it requires careful management to balance financial benefits with editorial independence. Some newsrooms sell ads directly, while others partner with sponsors or use programmatic advertising networks.

“I underestimated the amount of time it takes to liaise with advertisers and members of the community for editorial. The labour cost in generating and producing ads should have been a more significant consideration in the budget.”

Ros Griggs, Prom Coast News

If you’re planning to approach advertisers or sponsors, it’s worth putting together a simple media kit. A media kit outlines your audience, reach and advertising options. It helps potential advertisers understand the value of partnering with your newsroom.
For some publishers, the effort required to manage advertising outweighs the potential benefits. To assist with this challenge, Broadstreet Ads offers a range of free resources, including webinars and guides, to help publishers optimise their advertising strategies.

Standard online ad formats

For online newsrooms that do pursue advertising, following industry standards ensures better compatibility, engagement, and revenue potential. The Interactive Advertising Bureau (IAB) guidelines recommend using standard ad formats, including:

• Medium Rectangle (300×250 pixels) – A versatile ad size suitable for both desktop and mobile.
• Leaderboard (728×90 pixels) – Positioned at the top of webpages for high visibility.
• Skyscraper (160×600 pixels) – A vertical ad format often placed in sidebars.
• Mobile Leaderboard (320×50 pixels) – Optimised for smartphone screens.

Using responsive ad formats ensures ads look good across all devices and improves performance.

Monetising newsletters

Newsletters also offer another opportunity for revenue through display advertising, sponsorships, and premium content. Unlike website ads, newsletter ads can be priced based on email opens rather than page views, making them a valuable tool for advertisers targeting a highly engaged audience.

There are several ways to introduce advertising into a newsletter, including dedicated sponsorships, classified ads, and native placements. The key is to ensure that ads feel relevant and valuable to readers while maintaining trust. Ads should align with the newsroom’s editorial values and be clearly labelled to distinguish them from regular content.

Many successful newsrooms also limit ad inventory to maintain exclusivity, set pricing based on audience engagement, and experiment with different formats to see what resonates best.

Inbox Collective offer a detailed guide on monetising newsletters, including pricing strategies and real-world examples.

Turning followers into funds

Social media platforms can also serve as revenue-generating tools beyond audience engagement. Some independent publishers generate income through sponsored posts, affiliate marketing, and video pre-roll ads. These approaches work best when they complement a newsroom’s overall content strategy rather than dominate the feed with promotions.

“We attach these little Android boxes to TVs. Just a small, $100 device that plugs in via HDMI and is internet-linked. It runs a slideshow of Murray Bridge News content – short headlines, a couple of sentences, a photo, or an events guide.”

Peri Strathearn, Murray Bridge News

Managing digital advertising

Managing digital ads shouldn’t be complicated. The right platform makes selling and tracking ads easier while keeping your site fast. Here are some examples:

• Broadstreet – Built for independent publishers, offering custom ad formats, automated reporting, and integration with direct and programmatic ad sales.
• Google Ad Manager – A tool for managing direct and programmatic advertising.
• AdSense – A simple way to earn revenue through automated ads.

Some publishers are adopting ad management platforms that allow them to manage direct local ad sales while also offering unsold inventory to larger advertisers.

Niche services

In addition to display advertising, some independent publishers have successfully monetised niche community-driven services such as job listings and real estate directories. By offering platforms that cater to local businesses and residents, newsrooms can reclaim advertising revenue that has traditionally been lost to larger online platforms.

Events and other revenue streams

Events, partnerships, and branded content can diversify revenue and strengthen audience relationships. Some effective approaches include ticketed events such as panel discussions, workshops, and live interviews, sponsored content and advertorials that align with the newsroom’s mission, vendor partnerships at community festivals and networking events, and local sponsorship deals with businesses that want to connect with engaged audiences.

Some newsrooms have successfully secured sponsorships and grants to fund structured coverage of key local issues, turning in-depth journalism into a sustainable revenue stream. Events can also provide revenue through ticket sales, vendor partnerships, and business sponsorships.

A lesser-known revenue stream for publishers is licensing fees collected by the Copyright Agency, which ensures creators are compensated when their content is reused by educational institutions, government departments, and other organisations. By becoming a member, newsrooms may receive payments when their work is copied, shared, or republished under these licenses. The agency also offers grants through its Cultural Fund, supporting projects that benefit Australian publishers, writers, and journalists.

Affiliate programs and discount partnerships offer another source of revenue for newsrooms. Publishers can earn commissions by recommending relevant books, events, or services through affiliate links, where a percentage of sales is generated via trackable referral codes. Similarly, discount partnerships allow newsrooms to collaborate with businesses to provide exclusive deals to readers, earning a commission for each redeemed offer. For these models to be effective, partnerships should align with audience interests, ensuring recommendations feel genuine and valuable rather than purely promotional.

Selling branded merchandise, such as mugs, T-shirts, and tote bags, can be a simple way to generate revenue while promoting your newsroom. Partnering with a local designer or fashion brand can add creative appeal and help tap into new audiences. Limited-edition designs or collaborations with local artists can also create a sense of exclusivity, encouraging more sales.

Some newsrooms generate income by offering consulting, training, or content creation services. These may include media literacy workshops, training community groups on spotting misinformation or fact-checking news, writing and editing services, graphic design and layout, and video and podcast production. These services leverage the newsroom’s existing skills and can complement core journalism activities.

Producing quality journalism is just the first step; getting it to your audience effectively ensures your newsroom thrives. Smart content distribution, audience engagement strategies, and responsible reporting practices are essential for lasting impact.

Defining your editorial approach

Your editorial approach serves as the foundation of your newsroom’s identity, guiding not only the topics you cover but also the tone, depth, and perspective of your reporting. Begin by defining your editorial focus. Are you aiming to provide lighthearted lifestyle pieces, in-depth investigative reports, or solutions-focused journalism that highlights responses to community challenges?

Finding solutions through journalism

Not all journalism needs to focus solely on what’s going wrong. Solutions journalism is about investigating how people are responding to challenges and what can be learned from their successes and failures. It applies the same editorial rigour as traditional reporting but shifts the focus beyond the problem to include potential pathways forward. Some prefer the term constructive journalism because it suggests an ongoing process rather than a fixed approach. The Solutions Journalism Network describes it as “a global shift in journalism focused on advancing rigorous reporting about how people are trying to solve problems and what we can learn from their successes and failures.” It is not about soft, feel-good stories. It critically examines responses to problems with the same level of scrutiny as the problems themselves.

For newsroom founders, this approach can help create reporting that is more engaging, builds trust with audiences, and strengthens a newsroom’s role in the community. Readers are more likely to engage with and support journalism that provides not just an account of what is wrong but also a sense of what could be done about it. Research from Next Gen News highlights that young audiences want news that helps them substantiate information, make sense of it, and guides them toward action. At a time when news avoidance is rising, offering readers a way to take action can provide a sense of hope.

“I have a passion for local communities. The bigger I got as a child the smaller my region became… this is [what started my] passion for keeping my local regional community informed and connected… and most importantly not through a paywall.”

Susie Williams, Fleurieu App

Including solutions journalism in your reporting does not mean ignoring problems. It means providing a fuller picture. A local newsroom covering a health crisis, for example, might report on overwhelmed hospitals but also investigate community-led initiatives improving access to care. A story on a town’s housing shortage could include an examination of policy changes that have made housing more affordable in similar places. For example, The Green Line in Toronto, Canada, has reported on the city’s housing crisis, where the average home price reached CAD$1.2 million in 2024, pushing affordability out of reach for many. Their coverage explores solutions such as policy reforms and community-driven initiatives to address the crisis.

Responsible reporting and governance

Clear editorial policies, ethical standards, and strong governance frameworks help your newsroom deliver trustworthy journalism. These guidelines build credibility, ensure accountability, and clarify expectations around complex editorial decisions, conflicts of interest, complaints, and corrections.

Here’s where to start:

Smart content distribution

Where you publish matters just as much as what you publish. While third-party platforms like social media, podcasting apps, and external content aggregators can help extend your reach, they also come with risks. Changes in algorithms, shifting policies, or platform shutdowns can reduce visibility or cut off access to your audience. Prioritising platforms where you own your audience data, such as your website, email newsletters, or other direct channels, ensures greater control and long-term stability.

To reach and engage your audience effectively, start by identifying how they consume news. Are they active on social media platforms like TikTok or Instagram, or do they prefer direct channels such as newsletters or print? Legacy media outlets have increasingly turned to TikTok to engage younger demographics, recognising the platform’s growing role in news consumption. Rather than guessing, ask your potential audience directly. Surveys, conversations, and local community engagement can reveal how they consume news and where they prefer to engage with content.

Social media can help with discovery and audience growth, while direct platforms like websites and newsletters foster stronger, long-term connections. However, managing online communities also comes with legal responsibilities. In 2021, the High Court of Australia ruled that media companies could be held liable for defamatory comments posted by third parties on their social media pages. This precedent highlights the importance of monitoring and moderating user comments to reduce legal risks.

While some independent publishers include print as part of their strategy, this Starter Kit focuses on digital-first approaches. By understanding your audience’s habits and being mindful of legal considerations, you can select distribution platforms that align with your goals and resources, ensuring effective and responsible content delivery.

Content sourcing and syndication

Finding high-quality, reliable content can be challenging for independent newsrooms, especially those with limited resources. Syndication offers a way to supplement original reporting by partnering with providers that supply ready-to-publish stories aligned with your audience and editorial focus. This can help strengthen your newsroom’s coverage while freeing up time and resources to focus on local stories. Here are some examples:

Partnering with these providers can help strengthen your newsroom’s content offering while freeing up time and resources for local reporting.

Newsletters and email engagement

Newsletters provide a direct line to your audience, helping to maintain engagement, build loyalty, and drive traffic to your website.

How to start a newsletter

News publishers worldwide are turning to newsletters as a way to connect with readers outside social media algorithms. A well-run newsletter offers several advantages:

• You ‘own’ your audience – Unlike social media, where platforms control visibility, emails provide direct communication with readers.
• Highly engaged audience – People check emails regularly, making newsletters a valuable channel.
• Monetisation opportunities – Advertisers value newsletters for their engaged audiences.

Choosing a newsletter platform

There are several platforms suited to news publishers:

• Newsletter Glue (WordPress plugin) – Integrates directly with WordPress to turn blog posts into newsletters.
• Fluent – An automated WordPress plugin with an intuitive dashboard and drag-and-drop design.
• Ghost – A platform focused on generating subscription revenue with premium content features.
• Substack – A free platform that hosts content in a blog format and sends it via email, taking a 10% cut of subscription fees.
• Mailchimp and HubSpot – Marketing-oriented platforms that integrate well with advertising and CRM tools.

Building a newsletter audience

A successful newsletter starts with growing an engaged subscriber base. Strategies to encourage sign-ups include:

• Curating high-quality content – Offer valuable insights, exclusive content, or the most compelling stories.
• Using ‘lead magnets’ – Provide a downloadable resource, such as a local guide, in exchange for an email address.
• Promoting via social media – Run a campaign dedicated to raising awareness about your newsletter, highlighting key benefits or exclusive content.
• Encouraging referrals – Include a ‘share with a friend’ call to action in newsletters.
• Creating a dedicated landing page – A focused sign-up page with a strong headline, short description, and simple form can improve conversions.
• Pop-up subscription boxes on your website – A well-timed pop-up can significantly increase conversion rates.
• Running competitions or giveaways – A giveaway from advertisers can serve as an incentive to drive initial subscriptions.

Optimising and monetising your newsletter

• Keep subscription processes simple and transparent.
• Include an easy-to-find unsubscribe button to maintain trust.
• Track newsletter analytics (open rates, clicks, engagement) to refine content.
• Explore monetisation via sponsored content, advertising, or partnerships.
• Consider a newsletter ‘partner’ model, as seen with The Daily Aus, which partnered with Deakin University to sponsor a dedicated sports newsletter.

Video and graphic content

With video content generating 12 times more shares than text and images combined, having access to digital content creation tools is key for engaging audiences.

Jean-Baptiste Alary from DailyMotion shares key insights for creating high-quality video content.

Useful resources

• Canva tutorials – Free videos on creating branded social content, templates, and quick edits.
• Canva’s content management calendar – Helps schedule and post multimedia content.
• Canva social media templates – Ready-made templates for newsroom branding.

“Everybody got around young Angus. We felt that we really connected with our community and gave them exactly what they were looking for.”

Lechelle Earl, The SE Voice

Editing audio

Good audio editing improves clarity, balances volume, and ensures a professional finish while keeping the original meaning intact. Simple edits like removing background noise, trimming pauses, and adjusting levels can make a big difference. Mixing voice, music, and effects helps create a polished final product, whether for interviews, podcasts, or news reports. With practice, even basic edits can elevate audio quality and enhance audience engagement.

Content production tools

Enhance your newsroom’s multimedia offerings with these tools for audio, video, stock content and verification.

Style guides

A style guide is a set of rules that ensures consistency and professionalism across all written content. It covers everything from spelling and grammar to punctuation, capitalisation, and formatting. Using a style guide helps maintain clarity and credibility, especially in newsrooms where multiple contributors are involved.

Some guides are structured alphabetically, making it easy to look up rules on the go. Others group topics under headings like grammar and punctuation. Regardless of format, the key to using a style guide effectively is to familiarise yourself with its structure, bookmark key rules, and refer back to it often. Even experienced editors keep their guide handy rather than relying on memory.

The ABC Style Guide provides a comprehensive reference tailored to news writing and broadcasting.

SEO and website performance

Your website needs to be fast, mobile-friendly, and easy to find on search engines. Good Search Engine Optimisation (SEO) improves your visibility and helps the right audience find your content.

Useful SEO and performance tools:

• Google Analytics – Track website traffic and audience behaviour.
• Google Search Console – Monitor site health and search performance.
• GTmetrix – Analyse page load speeds and optimise performance.
• Yoast SEO – A WordPress plugin that gives real-time SEO feedback.
• Surfer SEO – A content editor that suggests keywords, word count, and backlinks.

For a practical, no-nonsense guide to SEO and content strategy, WTF is SEO is a useful weekly newsletter that breaks down key concepts and provides actionable insights.

Google also offers free resources to help improve search visibility:

• SEO Starter Guide – Covers the basics of optimising content for search engines.
• Creating Helpful, Reliable, People-First Content – Explains best practices for producing high-quality content that ranks well.
• News Consumer Insights (NCI) – A Google tool that provides personalised recommendations to improve audience engagement and SEO performance.
• Google Trends – Offers insights into what people are searching for and how topics are evolving. The Explore tool shows search term associations, while Trending Now highlights currently popular searches.

More content considerations

Strong journalism isn’t just about what you report, but how you report it. Ethical language choices shape public understanding, while clear, concise writing ensures accuracy and impact. Editing and sub-editing refine stories, improving readability and consistency. These skills are covered in Chapter 9, Learning and development.

Legal risks come with publishing. Defamation claims and copyright disputes can be costly, even for accurate reporting. Media insurance helps protect newsrooms from financial strain. Chapter 8, Setting up newsroom operations, covers these essential safeguards.

The right technology helps your newsroom publish efficiently, reach audiences reliably and grow sustainably. Choosing tools that match your needs and keeping costs manageable lays a solid foundation for successful operations. Smart tech decisions, from selecting your Content Management System (CMS) to setting up ad platforms, can save valuable time, boost revenue potential and keep your newsroom running smoothly.

Building the right tech stack

A newsroom’s tech stack includes the essential tools and platforms needed to publish content, reach audiences, and generate revenue. While this stack can expand over time, new publishers should begin by focusing on three key components:

• Content Management System (CMS) – The platform where you create, manage, and publish content.
• Email marketing platform – A tool for managing newsletters and direct audience communication.
• Membership, subscription, or donation platform – A system for processing payments and managing reader contributions.

Your tech choices should balance functionality, cost, and ease of use. A highly customisable system might offer flexibility but require technical expertise, while an all-in-one platform can streamline operations but come with limitations.

Choosing a content management system

Your CMS is the backbone of your newsroom. The platform you use should suit both your audience’s needs and your technical skills. Below are a few common CMS options used by publishers:

• WordPress.org – The world standard for open-source CMS platforms, highly customisable and powerful when used with care. It requires more setup, but with a great theme and some highly rated plugins, you can get away with little to no coding.
• Ghost – A publishing system with built-in subscription and email features, making it a strong choice for newsrooms looking to integrate newsletters and reader contributions.
• Substack – Originally designed for newsletters, Substack has evolved into a simple publishing platform that enables direct audience engagement through email.
• Pagemasters Publish – An all-in-one platform offering an impressive suite for a cost.

Email, newsletters, and audience engagement

In addition to email, audience engagement tools can help build and maintain relationships with readers. These include:

Email remains one of the most effective ways to engage readers and build loyalty. Some CMS platforms, like Ghost and Substack, have built-in email and subscription tools, while standalone email providers offer additional marketing and automation capabilities. Popular options include:

• Mailchimp – A widely used platform offering automation, segmentation, and analytics.
• Constant Contact – A user-friendly option with built-in marketing tools.

In addition to email, audience engagement tools can help build and maintain relationships with readers. These include:

• Push notification services like OneSignal to alert subscribers about new stories.
• Community engagement platforms such as Disqus for comments and discussions.

Social media and analytics tools

Social media is a key driver of audience engagement and content distribution. Choosing the right tools can make it easier to share content, track performance, and engage with your readers.

Tracking and analysing social media engagement helps newsrooms refine their strategies, optimise content, and grow their audience.

Organising and managing multimedia content

A scattered approach to storing images, videos, and other media can quickly turn into a headache. Lost files, outdated images, or missing usage rights can slow down production or lead to legal trouble. Imagine scrambling to find the right photo for a breaking story, only to realise it is buried in an unorganised folder or lacks the proper licensing. Or publishing an old infographic with incorrect data because there was no system to track updates. Setting up clear file-naming conventions, structured storage, and access controls from the start makes it easier to find what you need when you need it. Metadata tagging, such as adding captions, dates, and copyright details, ensures quick retrieval, while regular backups protect against accidental loss. A well-organised system not only saves time but also keeps your newsroom running smoothly and helps avoid costly mistakes.

AI tools for newsrooms

AI is reshaping how newsrooms create, distribute, and optimise content. While it can’t replace journalistic integrity or human oversight, it can save time on repetitive tasks, help boost engagement, and enhance multimedia content.

While AI can improve efficiency, it’s important to be transparent about its use. Current best practice involves clearly disclosing when content or images are AI-generated and providing information about human oversight processes. Readers value authenticity, and newsroom credibility depends on maintaining editorial control. Testing AI tools in small ways, such as for internal summaries or workflow automation, can help determine what works best without compromising journalistic standards.

Tracking your tech and costs

Maintaining a record of your newsroom’s tech stack can help you monitor costs, plan upgrades, and avoid redundant tools. A simple tracker can include:

• The tools and platforms used, such as CMS, email provider, and analytics tools
• Costs and billing cycles to manage expenses
• Subscription details, including renewal dates and discounts
• Notes on performance, support quality, and user limits

Keeping an organised tech stack tracker ensures that you are making informed decisions as your newsroom grows, preventing unnecessary expenses and streamlining operations.

Digital security essentials

Protecting your newsroom’s digital security is essential for safeguarding sensitive information, maintaining trust with audiences, and ensuring smooth operations. Cyber threats, data breaches, and privacy risks can disrupt publishing and compromise sources. While small publishers may not see themselves as targets, weak security practices can make any newsroom vulnerable.

Here’s where to start:

• Developing a cybersecurity policy – Establish clear guidelines on data protection, acceptable use of devices, and protocols for handling sensitive information. Now is a good time to identify and mitigate risks, including defamation and copyright concerns. LINA provides a risk management policy template to help publishers assess common legal risks. 
• Implementing strong access controls – Use multi-factor authentication and restrict administrative privileges to essential personnel to minimise potential security breaches.
• Keeping software updated – Regularly update all systems and applications to protect against known vulnerabilities.
• Training your team – Educate staff on recognising phishing attempts, creating strong passphrases, and adhering to security protocols to foster a culture of security awareness.
• Considering cyber insurance – Policies can help cover financial losses from cyberattacks, data breaches, and business interruptions, reducing the risk of severe financial impact.

Managing cloud storage and backups

Reliable cloud storage and backup strategies are essential for protecting your newsroom’s work from data loss, cyber threats, or accidental deletion. A well-planned system ensures that critical files, unpublished stories, and historical content remain secure and accessible when needed.

Here’s where to start:

• Adopt the 3-2-1 backup rule – Keep at least three copies of your data, with two copies stored on different devices (such as your main computer and an external hard drive or cloud service), plus one additional copy stored off-site (for example, using cloud storage like Dropbox or Google Drive). This reduces the risk of total data loss if one copy fails.
• Use reliable cloud storage – Choose a trusted provider like Google Drive, Dropbox, or Microsoft OneDrive, which automatically stores your data in multiple locations. These providers ensure your files are safely duplicated across different servers, reducing the risk from localised events such as natural disasters or server failures.
• Regularly test your backups – Periodically (at least every few months) download and open a few important files from your backups to make sure they’re complete and usable. This simple check ensures your data is actually retrievable when you need it.
• Secure your backups – Protect cloud storage accounts with strong, unique passphrases and enable two-factor authentication (2FA). This extra security layer significantly reduces the risk of unauthorised access.

Implementing these simple but effective practices will help safeguard your newsroom’s data, ensuring you can always access essential files when needed.

A newsroom runs smoothly when clear processes are in place. From managing people to financial controls and essential legal protections, thoughtful operations planning ensures your journalism stays impactful and sustainable.

Managing people and freelance agreements

Hiring the right people is essential for your newsroom’s sustainability. Clear roles, fair conditions, and straightforward freelance agreements help maintain smooth operations, whether you employ staff full time, part time, or casually. For new publishers, it’s often better to start small, using freelancers or part-time support, so you can adapt as your needs and budget become clearer. It’s much easier to scale up than wind back.

Here’s where to start:

• Clearly define roles and responsibilities – Start with concise job descriptions outlining tasks, required skills, and reporting structures. Clear expectations simplify hiring, prevent confusion, and support efficient teamwork.
• Use written freelance agreements – Freelancers are common in newsroom operations. To avoid misunderstandings, provide written agreements outlining payments, copyright ownership, deadlines, and what is expected from each party.
• Understand employment laws – Stay informed about employment laws relevant to Australian workplaces, including pay rates, superannuation, leave entitlements, and other workplace rights. Following these guidelines protects your newsroom and ensures compliance.
• Consider organisational culture – Even small newsrooms benefit from a positive and respectful workplace culture. Developing simple policies around workplace behaviour, inclusion, and conflict resolution can help maintain a supportive environment as your team expands.

Risk management essentials

Managing risks effectively protects your newsroom from legal threats, financial problems, and damage to your reputation. Clear strategies for identifying and mitigating risks help ensure your newsroom remains stable, compliant, and credible as you grow.

Here’s where to start:

• Conduct regular legal audits – Regularly review your newsroom’s compliance with media-related laws such as defamation, copyright, privacy, and data protection. Identify legal vulnerabilities early, and seek specialist media law advice when needed.
• Establish financial controls – Set clear financial practices, including regular bookkeeping, budgeting, cash-flow management, and audits. Strong financial oversight minimises risk, improves transparency, and demonstrates accountability to stakeholders.
• Build reputational safeguards – Newsroom reputation can be quickly damaged through ethical lapses or perceived conflicts of interest. Create clear guidelines for editorial independence, funding disclosures, and managing sensitive content to maintain audience trust.
• Understand your insurance needs – Media liability insurance helps protect your newsroom from costly legal disputes over published content. Know what’s covered, what’s excluded, and notify insurers promptly of potential issues. Even if a claim is baseless, legal costs can escalate quickly, and without insurance, a single dispute could put financial strain on your newsroom.
• Prioritise regular risk assessments – Proactively identifying risks, whether financial, legal, or reputational, allows your newsroom to respond swiftly. Regular assessments ensure you’re prepared for potential problems rather than reacting to them after they occur.

Bookkeeping basics

Bookkeeping involves accurately recording all financial transactions for your newsroom. This includes keeping track of income and expenses, preparing financial statements, managing payroll obligations, and regularly reconciling bank statements. Effective bookkeeping helps you monitor your newsroom’s financial health, ensures legal compliance with Australian tax regulations, and supports transparent reporting, which is critical for newsroom accountability and attracting grant funding or community support.

Before you start tracking income and expenses, make sure your newsroom is set up with the essentials. Register for an Australian Business Number (ABN) and open a separate business bank account. Keeping your business finances separate from personal accounts supports transparency, makes bookkeeping easier, and helps with grant applications and financial reporting.

Why media insurance matters

Running an independent newsroom is a public service and a passion project, but legal risks can threaten its survival. Defamation claims, copyright disputes, and cyber threats can lead to costly legal battles, even if a publisher is in the right. Media insurance provides essential protection, covering legal fees and potential settlements that could otherwise cripple a small newsroom.

Policies operate on a claims-made basis, meaning coverage must be active when a claim is made. Letting a policy lapse could leave publishers personally liable for past content. It’s also crucial to report potential legal threats, such as claims, subpoenas or concerns notices, to insurers immediately. Acting independently, such as admitting fault or issuing retractions without approval, can jeopardise a claim.

A strong media insurance policy helps manage risk, but it’s not a catch-all. It won’t cover deliberate misconduct, pre-existing claims, or non-media business decisions. Legal costs also count toward coverage limits, so a single case could reduce funds available for future claims.

Other useful policies include public liability, cyber insurance, equipment insurance, and management liability. Understanding these protections helps safeguard your newsroom from unexpected challenges. For a full breakdown, see the LINA Members Guide to Media Insurance Claims.

Communication and collaboration tools

Efficient newsroom operations rely on the right tools for communication, collaboration, and editorial quality. Below are some useful platforms that can help streamline workflows, improve writing, and enhance team coordination.

Database and contact management tools

Managing contacts effectively is essential for independent newsrooms. A well-organised system helps track relationships with sources, readers, advertisers, and community partners while keeping communications streamlined.

A contact management system or CRM (Customer Relationship Management) tool can help by storing key details, tracking interactions, and automating follow-ups. The right system depends on your newsroom’s size, needs, and budget.

Key features to consider:

• Easy-to-use interface that works for your team
• Ability to scale as your newsroom grows
• Integration with existing tools, such as email platforms
• Customisable fields to suit different contact types
• Automation for follow-ups and outreach

Popular CRM and contact management tools:

• Zoho CRM – A free option with essential features and scalable paid plans
• HubSpot CRM – User-friendly with free tools for tracking contacts and emails
• Pipedrive – Simple interface with a strong focus on sales and partnerships
• 1CRM – A comprehensive platform with project management features
• ActiveCampaign – A mix of CRM and email marketing for audience engagement

Even a simple spreadsheet can work for smaller newsrooms, but as your contact list grows, a more structured system will save time and improve communication.

Continuous learning and professional development ensure your newsroom remains accurate, ethical, and resilient. Investing in essential training, from media law to editorial skills, strengthens both your journalism and your team.

Media law essentials for publishers

Independent publishers operate without a formal licence, but media law still applies. As soon as you publish news, whether online, in print, or as a podcast, you must ensure it complies with Australian laws, including defamation, contempt of court, privacy, discrimination, copyright, and national security.

Understanding these areas reduces risk, protects your organisation, and builds audience trust. Most legal complaints against publishers could be avoided through basic awareness and sound editorial processes.

Key areas to know

What to do in practice

Before publishing stories involving court cases, serious accusations, private individuals or strong criticism, pause to carefully consider potential legal implications. Talk through any concerns or uncertainties with your editor or experienced colleagues who can provide guidance. If you need more specialised support or advice, reach out directly to organisations such as the Local and Independent News Association (LINA), the Media, Entertainment & Arts Alliance (MEAA), or the Australian Press Council (APC). Each can provide targeted support to help manage editorial risks and uphold high standards in your newsroom.

Remember, you do not need to be a legal expert to publish responsibly. But you do need to know where the risks are and what to do when they come up. A little caution and some forward planning can save you from major headaches down the track.

Keen to access the Community Media Training Organisation’s ‘Introduction to Media Law for Publishers’ course? Get in touch with LINA to find out more.

Using ethical and accurate language

Language shapes how people and communities are perceived, making ethical and accurate wording essential in journalism. Responsible language use ensures reporting is factual, respectful, and free from bias or harmful stereotypes. Journalists should follow established codes of ethics, use inclusive and conscious language, and remain mindful of how words influence public understanding.

Consistency is key in ethical reporting. If a story mentions the nationality of one group, it should do so for all groups rather than creating a distinction like “Australians and non-Australians.” It is also important to avoid conflating separate concepts. Sex and gender are not the same, and race, ethnicity, and nationality should be carefully distinguished.

Thoughtful language choices help ensure reporting is clear, fair, and responsible.

Cutting copy effectively

Cutting copy is about making text clearer and more concise without losing essential details. Start by removing unnecessary words like “very” or “quite” and trimming vague adjectives like “amazing” or “stunning”. Sentences introducing quotes can often be cut if the quote already conveys the point. Repetition should be avoided, as should redundant phrases like “and also” or “close proximity”. Using shorter words and phrases can also make text more readable, for example, replacing “therefore” wit844907bh “so” or “a large number of” with “many”.

Be mindful not to cut essential facts or alter meaning. Cutting should enhance clarity, not distort the story.

The role of a sub-editor

A sub-editor ensures that an article is clear, accurate and engaging. They refine language, check facts and structure content for readability, acting as the last line of defence against errors that could damage credibility or even lead to legal trouble. Their work includes tightening copy, ensuring consistency with style guides and improving flow without altering the writer’s intent.

A good sub-editor starts by reading the article in full before making changes. Edits focus on clarity, brevity and structure, ensuring the story is balanced and logically organised. Headlines and subheadings must be impactful and aligned with the story’s tone, while captions and quotes should enhance, not repeat, the text. Checking for common pitfalls, such as inconsistent tenses, factual inaccuracies and redundant words, helps refine the final version.

Key checks for sub-editors:

• Accuracy and consistency – Verify facts, dates, names and figures using trusted sources. Ensure house style is followed.
• Clarity and brevity – Keep introductions concise, avoid repetition and cut unnecessary words. Use active voice where possible.
• Structure and readability – Ensure the story flows logically, check for missing information and confirm that different perspectives are included.
• Legal and ethical considerations – Be mindful of defamation risks, reporting restrictions and ethical responsibilities in language and image use.
• Technical elements – Check that links work, captions are accurate and formatting follows publication guidelines.

A final read-through, ideally aloud, helps catch awkward phrasing and errors the eye might miss. If something feels off, whether in tone, accuracy or structure, it is worth flagging.

LINA offers a sub-editing service to help independent publishers refine clarity, grammar, and style while ensuring consistency with editorial standards. The service is available to both members and non-members, with subsidised rates for members.

Supporting journalists covering difficult topics

Covering sensitive topics can take a toll on journalists’ mental health. To support well-being while reporting on challenging subjects, explore LINA’s article Mental health reporting for journalists.

“As First Nations journalists, we do have to practise self-care.”

Karen Peterson, National Indigenous Radio Service

Essential resources for publishers

• Google News Initiative (GNI) offers free training, tools, and funding opportunities to help independent publishers grow their audiences, improve storytelling, and develop sustainable revenue models. 
• Local & Independent News Association (LINA) supports digital, hyperlocal, and independent newsrooms with resources, training, and networking to build a sustainable future for local journalism.
• Country Press Australia (CPA) represents 81 members and 225 regional newspapers, advocating for regional media and supporting independent publishers across the country.
• Australian Digital Alliance (ADA) champions balanced copyright laws in Australia, ensuring fair access to knowledge, culture, and innovation for publishers and the public.
• Media, Entertainment & Arts Alliance (MEAA) is the union and professional association for journalists in Australia, offering legal support, advocacy, and training opportunities.
• Australian Press Council (APC) upholds media standards and handles public complaints, helping to maintain ethical journalism across Australian publications.
• Australian Communications and Media Authority (ACMA) regulates broadcasting, telecommunications, and online content, ensuring a fair and responsible media environment.

Starting a newsroom is exciting, but thoughtful growth keeps it thriving. Embracing a flexible mindset, measuring your impact, and strategically scaling operations help ensure your newsroom remains relevant and successful for the long haul.

Start small, learn fast

Launching a newsroom can feel overwhelming, but starting with a minimum viable product (MVP) helps test ideas without overcommitting resources. The MVP approach focuses on building the simplest version of a product that still delivers value, allowing publishers to learn from real audience feedback before scaling up.

For independent newsrooms, an MVP might include:

• Starting with a single format, such as a weekly newsletter, a social media channel, or a small website to test audience demand.
• Focusing on a niche, covering one specific topic or community to refine editorial focus and build a dedicated audience.
• Keeping costs low by using existing tools like email platforms or basic website builders to avoid unnecessary expenses.

The Google News Initiative’s Startups Playbook highlights the importance of this approach: “An MVP is not just about building something quickly, but about testing hypotheses efficiently.” 

Lessons from LION Publishers in the U.S. back this up. After auditing more than 450 independent newsrooms over three years, they found that the most sustainable ones had a clear mission, started small, and stayed focused. They didn’t try to do everything at once. Instead, they built strong foundations, prioritised operations alongside content, and adapted their plans based on what they learned. These takeaways echo what many Australian publishers have experienced too. Examples in this resource include the steady, mission-driven growth of Murray Bridge News, the community-focused strategy behind Newsport’s real estate directory, and the local engagement model used by The Western Weekender. You can read the full report here: 5 Lessons from 3 Years and 450+ Audits – LION Publishers.

Newsrooms can gather early feedback, refine their product, and develop a clearer strategy before making larger investments. More details are available in the GNI Startups Playbook.

The art of pivoting

Not every idea will work as planned. Being willing to pivot, making a significant change to strategy based on feedback, can be key to long-term success. A pivot might mean adjusting a content approach, changing platforms, or experimenting with new revenue models.

Some signs that a newsroom might need to pivot include:

• Low audience engagement, where a publication struggles to attract or retain readers and needs to rethink its focus.
• Revenue challenges that suggest the original business model isn’t working, prompting exploration of alternative income streams such as memberships or sponsorships.
• Audience feedback revealing unmet needs or better ways to serve the community.

The GNI Startups Playbook suggests treating a pivot not as a failure, but as part of an iterative process: “Your first idea is rarely your best idea, and successful founders are those who adapt and evolve.”

Being flexible and responsive to change ensures that a newsroom remains relevant and sustainable.

By combining the MVP approach with a willingness to pivot when needed, independent publishers can test ideas quickly, avoid unnecessary risks, and refine their strategy based on real-world insights.

Tracking your impact

Measuring impact helps newsrooms understand how their work influences the world around them. Strong reporting can lead to policy changes, spark community action, or shift public debate, but without tracking these effects, it’s easy to lose sight of the difference journalism makes. Beyond internal learning, impact tracking strengthens audience trust and provides valuable evidence when applying for grants, attracting advertisers, or making a case for reader support.

Getting started doesn’t have to be complicated. The best approach is to start small, track what’s most relevant to your newsroom, and build from there. Simple methods include keeping a record of when your reporting is cited by policymakers, referenced in community discussions, or leads to direct action. Surveys and audience feedback can also provide insight into how your journalism is being used and valued.

Newsrooms don’t have to track impact alone. Tools and services are available to help measure the real-world effects of reporting. LINA offers a free impact tracking service for members, providing guidance on how to capture and assess meaningful change. 

Defining impact

Not all impact looks the same. For some newsrooms, the most meaningful measure of success might be a policy change, like a government introducing new housing protections after a long-running investigation. For others, it could be readers mobilising in response to a story, such as donating to a community cause or attending a council meeting to advocate for change. Some impacts are less direct, like a shift in public conversation, a new question raised in Parliament, or increased engagement in a civic process.

Even audience-driven impact, such as a surge in subscriptions after a hard-hitting report, can provide useful insights into what readers value most. The key is identifying what success looks like for your newsroom.

Some common ways impact might show up include:

• A new law or policy introduced following an investigation
• A business or institution making changes in response to reporting
• A rise in audience engagement, such as subscriptions or donations
• Increased awareness of an issue, reflected in public debate or media coverage

Making impact tracking part of the workflow

For many journalists, keeping up with the news cycle is already a challenge, and tracking impact can feel like just another task on the to-do list. The easiest way to integrate it is to make it a habit. Some newsrooms keep a shared spreadsheet where staff log any signs of impact as they come in, while others use tools like Zapier to automate tracking or media monitoring services like Truescope to collect mentions across the web.

Some teams use short surveys to gather feedback from readers, while others have measured how well their coverage informed local communities, such as during elections. A few newsrooms turn it into a friendly challenge, with reporters competing to log the most signs of impact. Even something as simple as asking, “What’s one good thing that happened because of our reporting this week?” during a team meeting can surface useful insights.

Learning from others

The Bureau of Investigative Journalism uses impact tracking both retrospectively and to shape future reporting. By considering what change a story could spark early on, they can refine their approach and make their work more effective. Their investigations have led to police inquiries, legislative debates, and corporate reforms, including the overhaul of a multinational company’s security systems following reports of violent abuses.

For smaller newsrooms, impact might not come in the form of sweeping policy shifts, but that doesn’t mean it’s any less valuable. Tracking local engagement, reader testimonials, and real-world changes, however small, can help illustrate the tangible role a newsroom plays in its community.

Keeping it going

The best impact tracking system is the one that gets used. A few key ways to make it work long-term include:

• Logging impact as soon as it happens to avoid losing key details
• Keeping the process simple, tracking should take minutes, not hours
• Getting the whole team involved, so impact doesn’t fall to just one person
• Sharing findings with your audience through newsletters, social media, or blog posts

Impact tracking isn’t just about proving worth to funders or advertisers, it’s about understanding the role of journalism in driving change and making sure that work continues to have meaning.

Growing and scaling

Taking your newsroom from launch to growth means balancing ambition with practical steps. Early-stage success can be thrilling, but expansion should be carefully considered. Adding staff, technology, or content areas too quickly can strain finances or dilute your editorial quality. Simon Holt, publisher of MyCity Logan, shares this cautionary note:

“We’ve had a bad hire before – three months of salary with little or no return. A small business can’t afford that. A bad hire also dents trust, so get back up, dust yourself off, and think about when to go again.”

Simon Holt, MyCity Logan

To avoid this scenario, revisit the advice on writing clear job descriptions, using freelance agreements, and setting up strong governance frameworks (see Chapter 8, Setting up newsroom operations). Careful planning and defined roles help ensure new hires genuinely boost your newsroom’s capabilities.

Scaling revenue streams effectively is essential to sustainability. As covered in Chapter 5, How to Fund Your Newsroom, diversifying income beyond traditional advertising can stabilise your finances as you grow. Regularly assess what’s working and be ready to pivot away from less effective approaches. If reader-funded models or digital advertising are successful, explore ways to expand them, as Newsport did with its real estate directory, gradually shifting from free listings to a profitable revenue stream. Remember to maintain transparency with your audience about how additional funding supports your newsroom’s mission. People will support growth when they understand clearly why it matters and how it benefits the community.

Innovation also plays a critical role in scaling sustainably. Staying relevant means continually adapting to new storytelling formats and audience preferences, as highlighted in Chapter 6, Content and distribution. Consider adopting new platforms, such as video or audio, to reach broader audiences. Monitor your newsroom analytics regularly and adjust your editorial strategy to respond to emerging audience interests or gaps in local coverage. Tools like Google Analytics or Parse.ly, discussed in the tech stack section, can help you make informed decisions to guide growth.

Finally, building strategic partnerships and collaborations can amplify your newsroom’s impact without overstretching resources. Look for opportunities to collaborate with other local newsrooms, community organisations, or educational institutions. Partnerships might involve sharing resources, collaborating on events, or joint investigative projects that can attract funding and broaden your reach. As your newsroom grows, prioritise sustainability by revisiting the governance and risk management essentials outlined earlier. Good governance helps manage the complexities of growth while staying true to your newsroom’s mission.

• AAP (Australian Associated Press) – Australia’s national news agency supplying syndicated news, sport, and images.
• ABC (Australian Broadcasting Corporation) – Australia’s national public broadcaster providing news syndication services.
• ACMA (Australian Communications and Media Authority) – The regulatory body overseeing broadcasting, telecommunications, and online content.
• ACNC (Australian Charities and Not-for-profits Commission) – The regulatory authority for charities in Australia.
• Content Management System (CMS) – A software platform used to create, manage, and publish digital content.
• Country Press Australia (CPA) – An industry association supporting regional and independent newspapers.
• Customer Relationship Management (CRM) – Software used to manage interactions with readers, sources, and partners.
• Deductible Gift Recipient (DGR) – Australian tax status allowing organisations to receive tax-deductible donations.
• Editorial Standards – Guidelines outlining principles of accuracy, fairness, impartiality, and accountability in journalism.
• Google News Initiative (GNI) – Initiative providing tools, training, and resources to support digital journalism sustainability.
• Governance – Processes, policies, and systems ensuring transparency, accountability, and good decision-making within an organisation.
• Hyperlocal Journalism – Reporting intensely focused on specific communities, neighbourhoods, or suburbs, addressing local interests and needs.
• Impact Tracking – The practice of measuring how journalism affects individuals, communities, policy, and public discussion.
• Interactive Advertising Bureau (IAB) – Industry body establishing digital advertising standards and best practices.
• Local & Independent News Association (LINA) – Organisation supporting independent, local news publishers in Australia with resources and networking.
• Media, Entertainment & Arts Alliance (MEAA) – Union and professional association representing Australian journalists and media workers.
• Media Liability Insurance – Insurance covering legal fees and settlements arising from publishing-related legal actions, including defamation or copyright infringement.
• Minimum Viable Product (MVP) – A basic, initial version of a product or service used to test assumptions and gather user feedback with minimal investment.
• News Desert – Communities lacking consistent, reliable local news coverage due to closures or reductions in local journalism.
• Paywall – A digital barrier restricting content access, usually requiring payment via subscription or membership.
• Public Liability Insurance – Insurance protecting organisations against legal claims for injury or damage occurring during activities or events.
• Search Engine Optimisation (SEO) – Techniques used to increase a website’s visibility and ranking in search engine results.
• Solutions Journalism – A journalism approach investigating how communities respond to problems, examining solutions rigorously and critically.
• Style Guide – A set of guidelines ensuring consistency in language, punctuation, grammar, and formatting across publications.
• Sub-editing – The process of reviewing, editing, and refining written content to improve accuracy, readability, and adherence to style guidelines.
• Syndication – The practice of republishing content produced by external sources or distributing original content for republishing elsewhere.