Sharing for sustainability: relating independent community news management practices within digital platforms

ABSTRACT This article combines two prominent discussions in media studies and industry: the challenged economic situation for independent community news and the complex relationship with digital platforms. Through empirical data, it assesses current incomes and the impact of platform companies on management practices in the UK. It finds that building your social media following, particularly on Twitter, correlates to higher income. Independent community media also report utility benefit from digital platforms for audience growth, the provision of analytics and story suggestions. Direct returns economically from advertising are less forthcoming and publishers feel subjugated by policymaker and platform opacity. Through a mixed method approach, we conclude social media practices can have positive indirect impact on the news revenue model, but absent direct returns mean management frustrations persist