Belonging: The True Measure of Hyperlocal Value

For years, newsrooms were told that success was about reach. Pageviews, clicks, and impressions filled dashboards and board reports. The logic was simple: more visitors meant more ad dollars.

But that world has changed. Advertising no longer sustains most local outlets, and today’s audiences find news in fragments—through feeds, alerts, and algorithms. In this environment, reach alone tells us very little about impact.

What really matters now? Belonging.

From Transactions to Relationships: Know Your Value

Reach is about visibility: who sees your content. Engagement is about attention: who reads, scrolls, or shares. Belonging goes deeper. It’s about loyalty, trust, and community.

A reader who belongs doesn’t just click once and vanish. They come back, make your content part of their routine, support your mission with their time, money, or voice—and invite others along.

I’ve talked about this for years: loyal users go out of their way to find Pivot Fund grantees’ content online, often circumventing algorithms to engage with, be informed by, and interact with hyperlocal newsrooms. Many of these outlets are led by neighbors they run into at the local grocery store or in the school pick-up line—relationships that build authentic connection and trust.

That’s why I was struck by Heiko Scherer’s recent article, “Why the most valuable newsroom KPI is no longer reach but belonging” (June 2, 2025). His piece confirms what many of us have been saying—and living—for more than a decade: that true value in journalism is measured not in clicks, but in community.

For hyperlocal publishers, belonging is not a new concept. It’s the very foundation of your work. Your readers don’t just consume your journalism; they see themselves in it. They find connection, identity, and affirmation. Know your value.

Why This Matters for Sustainability

Belonging is the strongest predictor of revenue and resilience. Subscribers who feel connected are more likely to renew. Loyal readers are more likely to donate, volunteer, or advocate. Communities that feel represented are more likely to defend and sustain their local newsroom.

In short: belonging builds staying power.

How to Design for Belonging

Belonging doesn’t happen by accident. It must be intentionally cultivated. Here are a few ways hyperlocal outlets can design for it:

• Consistency builds habit. Regular formats—like a daily roundup, a weekly neighborhood spotlight, or recurring voices—help readers weave you into their lives.
• Invite participation. Surveys, callouts, comment spaces, and live events signal that your newsroom is listening as well as informing.
• Show identity and voice. A clear editorial stance—grounded in community values—helps readers feel aligned and proud to be part of your work.
• Personalize the experience. Tools for following topics, neighborhoods, or issues show your readers that their interests matter.

Rethinking Metrics

Belonging is harder to measure than clicks, but not impossible. Look for:

• Frequency of return visits
• Newsletter open rates and retention
• Direct traffic (people coming to you, not via social or search)
• Community participation (comments, feedback, attendance at events)
• Subscription renewal and donation rates
• Word-of-mouth referrals

These metrics reveal what funders, advertisers, and your own team need to know: whether your newsroom is creating relationships strong enough to sustain you long-term.

The Pivot Fund Perspective

At The Pivot Fund, we invest in hyperlocal outlets because we know belonging is your superpower. You don’t just inform your communities—you connect them. You build spaces where people feel seen, valued, and understood.

As national publishers now race to measure “belonging,” know this: hyperlocal newsrooms have been leading the way all along. Your value is not in the size of your audience but in the depth of your connection.

Belonging is the future of journalism—and it’s what you’ve been doing every day. Own it.

Tracie Powell
Founder of The Pivot Fund