Monetising Value, towards financial sustainable independent public-interest journalism

2026-07-22

Monetising Value, towards financial sustainable independent public-interest journalism (MV) aims to support the newly arisen European independent public-interest journalism sector to become financially sustainable by better monetising its value, both to their direct audiences and to society at large. The project will develop our collective understanding with a large-scale anonymous survey (n = 100 to 150) on A) the details of the funding structures of independent media in Europe, B) the level in which audience research is conducted and the insights applied in business strategy and C) the external factors that influence the choice of business model. Outcomes are presented in an online visual report with interactive map and written summary, and promoted through social media, on conferences and review in exclusive peer groups. For concrete case examples, in-depth podcast interviews are conducted with the 26 members of the Reference network, addressing real-life practices and experiences. These are disseminated, together with written summaries, on the project website and members’ social media channels. Additionally, 26 on-location peer-to-peer study visits are set-up so members can co-create solutions for specific business challenges, like improving the implementation of audience metrics in business strategy. Based on the knowledge building and exchange, we aim to reassess political-economic consensus on public-interest journalism's societal value. For this we facilitate two meetings between independent public-interest media and journalism funders as well social investors. Additionally, we organise four public webinars to discuss the broader issues of concern (Should (all) audiences have to pay directly for independent journalism? And (How) should we square the circle that the very action of funding independent journalism challenges the grantees' independence?). In a whitepaper we reflect on the value of independent media.

Netherlands

2025-10-15