The power of community in publishing today

As the digital landscape evolves, one trend is clear: online communities have emerged as powerful engines of connection, insight, and brand value. Today’s audiences are no longer just passive consumers, they are active participants, seeking spaces where they can share passions, exchange ideas, and feel a sense of belonging.

For trusted editorial brands, this represents a remarkable opportunity. Communities offer a window into what truly matters to audiences, enabling brands to craft expert, tailored, and authentic content that resonates deeply. In return, this relevance builds trust, engagement, and loyalty, creating a virtuous circle of value for audiences and advertisers alike.

The commercial potential is significant. According to GlobalWebIndex, 82% of community site users are open to brand participation, provided it is authentic and contributes meaningfully. When brands get this right, the rewards are clear: deeper relationships, increased influence on purchasing decisions, and a distinct competitive edge.

The following case studies, put together by members of the PPA’s Next Gen Board, are inspiring examples of how leading publishers are building vibrant, trusted communities. Whether driven by passion, professional interest, or purposeful intent, these case studies demonstrate the tangible success that comes from putting community at the heart of content strategy.