Perspektive preduzetničkog novinarstva u Srbiji
Perspetitves of Entrepreneurial Journalism in Serbia

Author(s): Veselin Kljajić, Marko M. Nedeljković
Subject(s): Media studies
Published by: Fakultet političkih nauka Univerziteta u Beogradu
Keywords: online journalism; entrepreneurial journalism; new media; multimedia content; digital age; entrepreneurship on the Internet
Summary/Abstract: Numerous problems in the traditional media and the difficult financial situation in which journalists are, increasingly force media professionals to seek new business models to survive in the media sphere. Traditional financing strategies of professional journalism based on the classic advertising is shaken from the roots by the expansion of the Internet and the Social media, therefore, the need to explore new revenue opportunities in the media is more often mentioned in discussions about the future of journalism. Thus, the concept of „entrepreneurial journalism“ often appears in recent years, which basically indicates the need for journalists to act as entrepreneurs, and to run their own media projects on the Web independently or in association with other media professionals. This is particularly important in the case of young journalists, because their careers will more depend on the ability to develop and launch a small, but profitable web projects. Therefore, many universities in the United States have already included courses in entrepreneurial journalism in their study programs, and the number of universities in Western Europe that follow their footsteps is slowly increasing. In Serbia, as in the whole region, this concept is still relatively unknown, so the aim of this study is to emphasize the basic elements of this concept, new journalistic competencies that it entails, but also the perspectives its development in our country.

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