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Plus Report - By Thomas Baekdal - January 2020

A guide for how to do entrepreneurial journalism

Over the past 10 years, we have seen two types of media companies. First, we have the traditional media companies, where existing publishers create newspapers and magazines the same way as they have always done. And secondly, we have the Silicon Valley news startup market that has been trying to 'disrupt the news' by mostly just curating what already exists.

Neither of these are really very interesting, because they are both based on the same concept of using traditional journalism in its random form. They are not actually changing anything other than how the articles are distributed.

But over the past 5 years, we have seen the slow rise in entrepreneurial journalism, and what makes it special is that it is not just trying to repackage the journalism we already have. It is trying to change what journalism is, how we define it, how we use it, and what it is here for.

In other words, entrepreneurial journalism is trying to create a new future for journalism, where journalism is used as a tool, instead of just being a package of random stories that people see. And this future is really exciting.

So in this 31-page guide, we are going to talk about what this market is all about.

What is entrepreneurial journalism?

The first question everyone has is what defines entrepreneurial journalism? Well, it's many things, but fundamentally, it's a new approach to journalism.

Entrepreneurial journalism starts with a specific problem. And then with that problem in mind, you create a media company with the specific purpose of solving that.

I want to give a simple example that you have probably heard many times in your life but have never realized it was entrepreneurial journalism.

It's the Michelin Guide.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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