This chapter investigates the motivations, values, and worldviews of South African community media leaders, focusing on independent print and online publishers, and community radio station managers. Drawing on 12 in-depth qualitative interviews with community media leaders, the study explores why individuals commit to this under-resourced and often overlooked sector, and how they navigate the interplay between activism and entrepreneurship. The chapter examines key themes including motivations for joining the sector, understandings of journalism, community engagement strategies, and sector-specific challenges and opportunities. The research reveals that community media leaders are driven by a mix of community activism and entrepreneurial ambition. Their vision of journalism departs from mainstream paradigms by emphasising the importance of community building, local language use, and constructive reporting that includes solutions-oriented and “good news” journalism. While financial precarity, poor sectoral reputation, and limited institutional support persist as challenges, the chapter nonetheless highlights the resilience, innovation, and tenacity that define the sector. Ultimately, the chapter argues that community media offers the potential for profitability and furthers the possibility of building and rejuvenating local geographical communities and communities of interest such as sports, religious and cultural communities through building active citizens and social cohesion.