Newspapers must sell more than just advertising.

Representatives of press agencies and experts suggested other sources of revenue for the press at the discussion session with the theme "Revenue in the digital age: Not just advertising, the press must sell more things!", taking place on the morning of June 20, within the framework of the National Press Forum 2025.

Newspapers must learn sales from businesses

Delegates giving speeches. Photo: Le Thuy

Leading the discussion, journalist Nguyen Van Ba, Editor-in-Chief of Vietnamnet Newspaper, said that in an era where the speed of information distribution is surpassing production capacity, revenue is a matter of survival for the press and cannot rely solely on advertising. The traditional press economic model is being severely challenged by changes in technology, user behavior and the new media order.

Journalist Nguyen Van Ba believes that today, a newsroom is not only faced with the problem of “writing well” or “working quickly”, but must answer a bigger question: The press is the “guide” for society in terms of information, awareness and public opinion orientation, but in the digital age, that role is being challenged by a very practical question: What does the press live on?

The current situation shows that traditional advertising is declining. Media services are potentially risky. Events are easily commercialized. Fees have not yet reached their full potential. The state budget is necessary but cannot be the only support. “So, how can we have enough money for the newspaper to operate? Can the press stand on its own merits without being dependent?”, journalist Nguyen Van Ba asked.

According to journalist Nguyen Van Ba, the press can learn from businesses how to create a sustainable cash flow. At the same time, he raises the question: Why can some newspapers “sell themselves” for millions of dollars, while others do not have enough budget to pay royalties? In the context of the digital economy, where are the limits and where are the opportunities for the press to become a real economic entity?

What does the press "sell"?

Delegates share their views. Photo: Le Thuy

To survive, newspapers must learn to “sell” more than just news content. The press industry needs to learn how to create value beyond news, from in-depth information services, event organization, data mining, brand strategy consulting, to the trust it has built. This is not only a challenge but also a transformation in the operational mindset of the entire industry.

Ms. Phan Dang Tra My, Deputy General Director of Strategy at VCCorp, in charge of Growth and Strategic Partnerships, affirmed that the press cannot stand outside the flow of innovation. The core values of the press are immutable, but it is necessary to continuously innovate press products and ways of doing press business. In fact, the press does not lack content to publish, but is lacking commercial products to sell to the market.

According to Ms. Phan Dang Tra My, the press needs to proactively price, position and transform its values into products that businesses can buy, and at the same time shape how businesses buy proactively. This requires the press to shift its focus from just selling advertising or publishing news to building business models that meet market needs.

Ms. Phan Dang Tra My also suggested that press agencies can increase revenue by becoming partners in inspiring and creating influence; co-organizing social campaigns; providing integrated communication solutions and accompanying brand content; expanding partnerships with technology platforms, producing community content...

Source: https://hanoimoi.vn/khong-chi-quang-cao-bao-chi-phai-ban-duoc-nhieu-thu-hon-706205.html