Write stuff people want to pay to read.
This article discusses the past and present and rise of digital subscriptions in lieu of ad-based revenue. Small newsrooms probably can't follow the same model as big media; they have to put out stuff people find interesting abou their own communities.
"What comes next for the media industry? The validation of disturbing news within certain value systems has finally become a viable business model. But this business model has stratified the press, bringing meaningful results only to large, nationally concerned media outlets. News validation creates a swarming effect: people want to have disturbing news validated by an authoritative notary with a greater followership. Audiences want to pay only for flagship media, such as the
New York Times or the
Washington Post. If other, smaller media outlets don’t join the chorus, they risk digital backlash; if they do join it, they struggle to differentiate themselves and lack authority to be a recognized news validator, anyway. Most subscription money flows to a few behemoths. The new subscription model has led not only to media polarization but also to media concentration.
The biggest loss, however, is the mutation of journalism into post-journalism. The death of those newspapers that shut down before this mutation was at least honorable. Journalism wanted its picture to fit the world. Post-journalism wants the world to fit its picture, which is a definition of propaganda."