9: Become a Journalism Entrepreneur

Once you have worked through this handbook and mastered the content, you can try to start making money from journalism by doing your own thing if that is your aim. Many journalism students prefer to complete their undergraduate and postgraduate degrees and move into the world of traditional mass media, but others might want to try earning an income on their own. As also explained in the introduction, the purpose of this handbook is not only to provide a theoretical base and an understanding of practical skills of journalism to undergraduate students but also to empower them with the background and skills to be responsible journalists no matter the platform. This includes those who live in communities with no reliable news sources, those who are unable (for example, due to lack of formal qualifications) to join traditional mass media outlets, those who have an entrepreneurial spirit and would like to explore the possibilities and also those who perhaps already practice journalism without even knowing it. Knowing the skills and theories of journalism are helpful to all these people.

The internet can be a good source of income. The online exchange of news and information is constantly evolving, even more so after the changes brought about by the Covid-19 pandemic. Many people all around the world have moved to a work-from-home environment, where they use the internet to access their office virtually. But people have been making money off the Web for decades now. The success of influencers and sites like eBay and Takealot have really opened people’s eyes, for the first time, to the possibility of using one’s own brand to make money or opening a web store where one can sell just about anything (Communication in the Real World, 2016). Almost anyone can establish a web presence now, whether it is through starting your own website, building a profile on an existing website like a blog-hosting service, or using a space you already have, like Facebook, Twitter, or TikTok. You can quite easily create your own news page online.

As an entrepreneur, you should think carefully about what you can offer people as an independent journalist. Perhaps you live in a small town where there is no credible local news source. Perhaps you have specialised knowledge in a certain journalistic genre, such as entertainment news, or sports news. You can start by creating a platform that everyone in your community has access to (perhaps on YouTube or Facebook if there are good internet connections in your area), or you can even consider creating a small, printed publication. There are excellent free tools available to do the layout of your printed publication. Creating a printed publication is particularly useful in rural communities or areas of the country where people do not have regular access to the internet. In South Africa, many people still do not have good internet access, not necessarily because the infrastructure is not available – in many cases, there are broadband signals all over the country, but the problem is the cost. The internet is still too expensive for many South Africans.

If you do venture online, once you have a brand, you can use social media to promote your brand. The secret is to identify a gap in the market and to then create something that others would like to read, listen to, or view. You need to find an audience and offer them something that they cannot find elsewhere; it is also a good idea to write about things you know – i.e., to really be an expert in the journalism genre you decide to cover (Dyer, 2019).

Opportunities for distributing content and earning an income from it are constantly evolving. Journalists who earn good incomes by doing this all offer something unique or valuable which encourages people to pay for the content. You need to find something special to do, and do it well, then you will be successful. Remember that you will be competing against many other people – established media outlets and independent creators. Hence, you need to consider carefully which gap in the market you will fill, and then you need to make sure that you create good journalistic content based on the skills and theory of journalism you have learnt in this textbook. Also keep in mind that readers and viewers are constantly searching for new and exciting content. Sometimes legacy media are bound by the “old” way of doing things. As an independent journalist, you can experiment with innovative ideas and present your news in different ways.

Some experts believe that the future of journalism lies in independent creators who will fill the gaps all around the world, including South Africa, where traditional mass media outlets have moved away from smaller towns and cities because of financial difficulties, leaving residents in these areas hungry for local news. Jeremy Caplan, programme director of the City University of New York’s journalism entrepreneurship course, said the following: “The next journalism era will be driven by independent creators launching local and niche sites, newsletters, podcasts, and YouTube channels. Some will fill news desert gaps and others will revitalise civic engagement in underserved communities.” (The City University of New York, 2021). In South Africa, there are many opportunities for lively local news websites or other types of platforms in many towns and cities, even down to suburb level. Most South Africans would probably recognise that there are already messaging groups (for example, using WhatsApp or Telegram) in their areas, where they often find news about what is going on in the area. Information about road closures, criminal activity, or load-shedding schedules, for example, is often spread on these suburban messaging groups. This is similar to what local newspapers might have done in the past. It is clear that there is a gap for local news in many areas of South Africa.

Some of the opportunities for independent journalist are discussed in this section, hopefully providing some inspiration to all who would like to be journalists. This section does not claim to cover all the possibilities; it offers a brief overview of some possibilities for independent journalists in the 2020's, but new opportunities are arising all the time, while others might end. As a prospective independent journalist, you should also look at what other independent journalists do. This might inspire you to do something better!