Journalism does not just “sell” news, it must change its operational mindset.

Faced with the wave of declining advertising revenue and fierce competition from digital platforms, many experts believe that newspapers cannot live solely on ideals or rely on budgets, but need to reposition their values ​​and proactively transform their business models to survive independently and sustainably.

Speaking at the National Press Forum 2025 on the morning of June 20, Mr. Nguyen Van Ba, Editor-in-Chief of Vietnamnet Newspaper emphasized: “If journalism is considered a profession, then like any other profession, it must support itself. It cannot live on ideals forever. It cannot exist without cash flow.”

According to Mr. Ba, in the era of information explosion, the press not only faces the task of “writing well and working quickly”, but also has to answer the fundamental question: How to live on the value it creates? “The press does not only “sell” news, but also has to sell services, data, strategic consulting, brand strategy consulting and trust. It is a transformation in operational thinking,” he said.

Seminar scene

Sharing the same view, Ms. Phan Dang Tra My, Deputy General Director of Strategy VCCorp, said that the traditional advertising sales model is outdated, while users increasingly prefer two-way interactive platforms and businesses need effective measurable communication solutions.

“Selling only traditional PR services will become an outdated model. The press needs to create new forms of advertising products, linked to the real value that the press brings,” said Ms. My. She emphasized that the press does not lack content, but is lacking commercial products to sell to the market. Instead of continuing to rely on simple advertising, Ms. My proposed shifting the focus from “posting news - selling advertising” to providing marketing solutions and building brands through integrated communications. The press needs to properly value its value, affirm its position, build sustainable reputation and be a reliable partner for businesses.

Many models have been proposed, such as membership fees, event organization, e-commerce and branded content. In particular, the membership model helps the newsroom build a loyal community with exclusive, ad-free content, along with privileges such as premium newsletters, private events, and online courses. Events are also an effective revenue-generating channel, leveraging the reputation and expertise of the newsroom. At the same time, the press can expand e-commerce and affiliate marketing to exploit the existing readership.

From the hall of the National Press Forum 2025, the message was repeated many times: The press cannot continue to “go it alone” in the digital age. To survive and develop, press agencies need to redefine their roles, proactively seek cash flows through their own reputation, expertise and influence, instead of just being a place to publish news.

MAI AN - HA NGUYEN

Source: https://www.sggp.org.vn/bao-chi-khong-chi-ban-tin-tuc-phai-lot-xac-tu-duy-van-hanh-post800221.html