How Entrepreneurial Thinking is Transforming Journalism Today: A Conversation with Two Experts
On Monday, April 28, the Association of Foreign Press Correspondents in the United States (AFPC-USA) held an educational program moderated by Stephanie Ochoa of Entravision, who was joined two leaders in media innovation—Nils Högsdal and Sean Branagan—for a discussion about how entrepreneurial thinking is transforming journalism today.
Högsdal, a professor of corporate finance and entrepreneurship at Stuttgart Media University, supports university-based startups and organizes international summits on entrepreneurship education. Branagan, director of the Center for Digital Media Entrepreneurship at the Newhouse School at Syracuse University, has built programs encouraging students and alumni to launch media ventures and has worked globally to grow the creator economy.
The panel explored how evolving technologies, changing audience habits, and the need for sustainable business models are reshaping journalism. They emphasized that entrepreneurial journalism is not just a survival strategy but a vibrant space for creativity, independence, and community building. The discussion focused on how journalists can adopt entrepreneurial mindsets, the challenges of sustaining independent projects, and the future opportunities innovation creates for the industry.
AFPC-USA is solely responsible for the content of this educational program. Below, foreign correspondents can read detailed takeaways about their discussion.
ON WHERE JOURNALISM STANDS AT THE MOMENT
Branagan emphasized that journalism is at a critical juncture, especially for foreign press correspondents. He noted that while independence and ethics remain the core of good journalism, maintaining them might actually be easier as an independent journalist than within corporate media. Branagan pointed out that journalists now have direct access to the tools of distribution—once tightly controlled by big media companies—which shifts the power dynamics. He also criticized journalism’s slow adaptation to the changing media landscape, though he acknowledged that the industry is finally catching up.
Ochoa then asked Branagan what advice he would give to new reporters and communicators who are trying to work independently in today’s digital and social media environment, highlighting how these platforms are no longer just running parallel to traditional media, but are becoming dominant forces themselves.
Branagan said that by advising journalists, especially those already employed in media companies, to "gig"—that is, pursue side projects outside of their main jobs. He stressed the importance of making time for these efforts, even if it means getting up earlier or staying up later. Branagan emphasized that platforms like YouTube, TikTok, and podcasts should not be thought of primarily as money-making opportunities at first, but as spaces where journalists can share stories they are passionate about—stories that might not fit into traditional formats.
He explained that today's platforms are less social and more simply media with recommendation engines driving visibility. In this new environment, the audience isn't just a passive group; it's effectively the market. Unlike traditional advertising-supported media where the audience is sold to advertisers (creating a "triangulated market" with complex ethical challenges), independent digital media fosters more direct and transparent relationships between creators and audiences.
Högsdal shared a story to illustrate the importance of journalists thinking like entrepreneurs. Reflecting on a past project that helped musicians diversify their income, he explained how they identified "more than 40 additional revenue streams" for musicians—from teaching classes and advertising to running YouTube channels. Similar trends were seen among yoga instructors, where some struggled financially while others built entire businesses by selling merchandise, teaching online, and producing content.
He emphasized that journalists today must take a similar approach: "It's easy to create your own brand," he said, stressing that brand-building is the critical first step for anyone entering journalism now. As an example, Högsdal pointed to a science journalist,Jan-Martin Wiarda, who built a substantial following of over 10,000 on LinkedIn.
Once journalists establish a recognizable brand, Högsdal said, "it's easy to get side businesses." Opportunities can include moderating award ceremonies, providing media training, or editing for corporate magazines. Building a brand allows journalists to leverage their expertise for additional income and broader opportunities beyond traditional reporting.
To further illustrate his point, Högsdal shared the story of a longtime local radio host in San Luis Obispo who, after being fired, found greater happiness running two successful wine blogs and pursuing other side projects. "Step one for journalists: you are your own brand," Högsdal reiterated, encouraging the audience to view personal branding as essential to long-term sustainability and independence.
He concluded by noting that niche expertise—such as covering the U.S. university system—can connect journalists with large, often overlooked audiences both domestically and internationally. He expressed concern, however, about broader systemic issues, mentioning that attendance at a recent American education conference was only "50% of what it usually is," suggesting troubling trends in higher education.
ON HOW JOURNALISTS CAN PREPARE FOR THE PROCESS OF BUILDING A BRAND
Högsdal emphasized that journalists have a major advantage: they create original content, something AI-generated material lacks. “If it's your original content,” he explained, even a simple act like turning a transcript into a LinkedIn post can be done in minutes and make a meaningful impact.
Branagan added that a big obstacle for journalists (and people in general) is the fear of failure. "The number one reason people don't start anything is fear," he said, noting that many so-called barriers—like not having the right camera or editor—are often excuses, not real reasons. He shared advice from his father: "Recognize the difference between reasons and excuses and you'll be fine." Tools like LinkedIn and Substack, he argued, are accessible and easy to learn if you take the initiative. Branagan urged journalists to leverage their unique access and insights: for instance, if you’re a White House reporter, you see and know things others don’t—"that's where the interest is" and could become the foundation for new projects.
Högsdal stressed the importance of finding the right platform for reaching an audience, whether that's LinkedIn or TikTok. He suggested creating short, punchy videos about “interesting things about the White House no one knows” (staying within professional boundaries) as a way to easily build followers.
Building on that, Branagan shared a success story about one of his former students: a local reporter who felt uninspired by her assignments. She started posting short videos on TikTok and YouTube during downtime at work. Eventually, she applied for a position at the Washington Post, where she is now part of their TikTok journalism team. Through short-form content, she’s achieved "large audience impact", reaching demographics the Washington Post traditionally struggled to access. Branagan concluded that these types of unconventional opportunities are available to journalists who are willing to step outside traditional norms.
ON WHETHER PEOPLE ARE STILL INTERESTED IN ORIGINAL, HIGH-QUALITY JOURNALISM
Högsdal reflected on TikTok’s origins, noting that he first paid attention to the platform back when it was called Musical.ly. He even suggested to a university vice president at the time that they should explore it. Branagan added that Musical.ly was originally a U.S. company, which was later bought by a Chinese company and transformed into TikTok.
Returning to his point, Högsdal shared the example of a dentist who, early on, built a large audience by consistently posting dental-related content. Despite colleagues dismissing the platform as just "for 14-year-olds," Högsdal emphasized the long-term thinking: those teenagers would grow up and eventually be making important decisions like applying to universities. He also pointed to a German lawyer who became successful by consistently posting short videos about legal issues. The lawyer "stuck to his point," targeting his specific audience with reliable, focused content — and eventually grew a follower base "well into the six digits." Importantly, he stressed that consistency and staying on theme were crucial to this success.
Branagan expanded on the idea, explaining that TikTok is "probably the greatest audience development tool we've ever seen." Contrary to common belief, he said TikTok isn't really about virality; instead, it's a "recommendation engine" that matches content to interested users, organically building an audience. He compared this dynamic to traditional marketing, arguing that instead of pushing content outward, TikTok "pulls it into the market."
He further emphasized that in TikTok’s environment, being niche actually works to a creator’s advantage: "The more niche and specialized, the more likely it'll find an audience." Importantly, he suggested that journalists could use TikTok to funnel viewers to other platforms — encouraging followers to check out longer content on Substack, YouTube, or to buy books — all without needing to ask permission from traditional media gatekeepers.
ON WHETHER TRADITIONAL NEWS OUTLETS ARE DECLINING
Högsdal opened by explaining that he canceled his last printed newspaper subscription earlier this year, because he no longer saw enough "added value" in receiving a physical paper. When Branagan asked which paper it was, Högsdal answered that it was a local newspaper covering his "small village, the city of Tübingen, and the university."
He added that while he no longer reads print editions, he still pays $40–$50 per month to access several newspapers’ online platforms, including that same local paper and the Stuttgart newspaper. In other words, he is "accessing all this information" digitally rather than through print. Importantly, he noted that in Germany, online subscription revenues are now surpassing print revenues at many newspapers — a major shift that signals new opportunities for journalism.
Högsdal then outlined practical advice for journalists: if you’ve just published a feature — for example, about a tech startup — you should share it on LinkedIn. Tagging relevant people and companies not only boosts your own brand but can help the newspaper attract more readers, even if part of the article is behind a paywall. He emphasized that journalists should focus on "promoting your own content, promoting you as a brand" as a first step.
Next, Högsdal shared an example of a former student who transitioned from consulting in the automotive industry to writing newsletters about the automotive sector. Starting with a free version and a paid premium version, the student has already attracted around 1,000 paying subscribers. Even though he was "never a journalist," he found success by offering deep, specialized insight to a niche audience, with followers numbering in the "five digits."
ON ARTIFICIAL INTELLIGENCE
Högsdal began by highlighting that the most obvious tool for journalists looking to create additional content is ChatGPT, calling it "a standard." He pointed out that the premium version is quite inexpensive and praised its graphic capabilities. A major advantage, he said, is that you can "create your own GPT" by uploading your own work, allowing the tool to generate summaries and drafts using your own language and style.
He described a typical workflow: after reading a thesis, he notes his main 20 takeaways and then prompts the GPT to create a draft article based on them. After that, only light editing is needed. "That's 80 to 90% of the work you want to do," he said. He recommended journalists train custom GPTs to help draft LinkedIn posts or repurpose content efficiently. Högsdal also mentioned an automotive consultant, Philip, whose office consistently uses AI tools for creating visuals, helping their brand become instantly recognizable. He concluded that several startups now offer AI services that can even transform podcasts into full articles.
Branagan then gave his own take, saying, "I am not a ChatGPT guy." Instead, for writing, he recommends Claude, and for search, Perplexity. He explained that years ago, he chose to centralize all his materials in Google's ecosystem — trusting the company despite occasional missteps. He uses Google Drive, Google Maps, and now relies on Gemini, Google’s AI assistant, which works with his stored data. Gemini has become his "morning talk" researcher, providing quick responses and deeper dives based on follow-up prompts.
Today, when he wakes up, he casually "talks" to Gemini about various topics, like "journalism and entrepreneurship," and treats it similarly to how he would treat a grad research assistant: expecting mistakes as part of the learning process. He argued that journalists should think of generative AI tools as “organic intelligence” (OIs) — like children who must be taught rather than criticized when they make errors. "They will learn better when you participate," he emphasized. He also endorsed another tool: Notebook LM (formerly known as Notebook ML). Branagan described it as an AI that can take inputted information and generate a podcast or synthesized interviews, which users can then interrogate just like a journalist would — zooming in on sections, requesting graphics, or reworking language.
Finally, Branagan praised how easily these tools now enable cross-language publication, stating that even if you barely speak another language, "it’s almost easy" now to produce content in multiple languages — with final checks from native speakers to ensure quality.
ON MISTAKES JOURNALISTS MAKE WHEN TRYING TO DIVERSIFY THEIR SKILLSET
Branagan explained that, working with journalists who are starting businesses, he often sees a key mistake: they try to recreate the job they just lost or left. Instead, he advises, "unpack it" — figure out what you loved and didn’t love about your old job, and repackage your skills in a new way. He encouraged not forcing yourself into uncomfortable formats (like video if you're a writer) but instead finding partners, AIs, or other tools to complement your strengths.
Drawing on his experience at the Newhouse School at Syracuse University, Branagan described traditional professional standards — such as highly produced media with professional lighting, hair, and makeup — as increasingly obsolete. He argued that user-generated content, which is raw and authentic, is now more trusted, and that independent journalists should adapt to the channel — whether YouTube or TikTok — instead of rigidly following old standards.
Högsdal followed by noting that the gig economy for journalists isn't new. He recalled working as a student journalist in Germany in the 1980s, writing low-paid articles for local newspapers. Back then, independent journalism was often a side hustle, and for every successful freelancer, many others barely scraped by. He advised journalists not to wait until they lose their jobs to start building a personal brand, using platforms like LinkedIn or TikTok to connect with audiences early. "You are your own brand," he emphasized.
Högsdal also stressed that advertising is not a business model — it’s just one revenue stream. Journalists should diversify income sources, whether through public speaking, training, consulting, affiliate links, or writing corporate histories. He gave an example of a former screenwriter who wrote a novel about the founder of a chocolate company, which became a national bestseller and opened doors to writing similar corporate stories for other companies. He concluded by encouraging journalists to ask for money confidently, noting that audiences are often willing to pay for valuable content through small donations or subscriptions.
When asked about maintaining professionalism while earning revenue, Högsdal emphasized the importance of transparency. He recommended disclosing when you've been paid for content, received products, or earn referral commissions. He gave the example of a trusted wine blogger: even though the blogger earns commissions, their audience continues to trust them because they are honest about their arrangements and maintain high-quality recommendations.
Branagan added that while traditional journalism often hides business decisions behind the scenes, independent journalists must directly engage with the ethical dimensions of revenue. He reminded everyone that "money is not the root of all evil; the love of money is," and that ethical decisions in business — about clients, advertisers, and practices — are part of running a responsible journalism operation. Finally, he stressed that ethical businesses and good people quietly making the right choices are far more common than media coverage suggests, and journalists should understand that acting ethically while running a business is not a contradiction but a necessity.
ADVICE FOR JOURNALISTS WHO DON’T FEEL THEY “FIT IN WITH NEW TRENDS”
Branagan suggested that if journalists feel out of place amid new media trends, they should embrace their differences rather than trying to imitate younger generations. "Don't try to be the hip boomer or the millennial trying to be Gen Z," he said. Instead, offer the perspective of experience, showing younger audiences what patterns or lessons from the past might apply today. He noted from his work with Gen Z students that this generation has strong, friendly, and mutually respectful relationships with older generations — much stronger than in previous eras. Rather than dismissing older people, Gen Z tends to see them as useful in specific contexts, and Branagan encouraged leaning into that role. As Gen Z ages, those contexts will continue to shift.
Högsdal added that journalists should focus on where they can add value, such as explaining economic systems or historical context in a way that younger audiences might not otherwise access. He shared an example of a 70-year-old "boomer" partnering with a Gen Z influencer, creating video content together. The collaboration works because the older partner provides translation and deeper understanding, while the Gen Z influencer knows how to connect with today’s audience.
ON WHEN TO MOVE ON
When it comes to knowing when to leave a platform, Högsdal advised not necessarily abandoning it completely, but instead adjusting the frequency of posting. He pointed out that cross-sharing content across platforms like Instagram and Facebook is often easy and effective. Maintaining a blog as a core content hub can also help diversify how material is shared — using posts like event takeaways to drive engagement across multiple channels.
"The art is to play with frequency," said Högsdal, adding that many creators have successfully migrated followers from stagnating platforms like X to others.
Branagan added that the key is to focus on the channels that are working, rather than stubbornly trying to force success on a platform that doesn’t fit the target audience. "Look at the data. If it’s not working, stop," he said. He acknowledged that giving up can be hard for journalists, but sometimes moving on teaches far more than sticking with a bad fit.
He emphasized that if journalists want to create true impact, they may need to step away from established media and build something independent. He gave examples like Maria Ressa, who left CNN to start Rappler — a move he argued was crucial to her winning the Nobel Peace Prize — and Bianca Graulau, a Puerto Rican journalist who collaborated with Bad Bunny on a hybrid investigative story/music video that reached millions.
According to Branagan, true success for independent journalists isn’t just financial: it’s about doing meaningful work, sustaining themselves, and building impact over time.
