New Ways to Make Journalism Pay 2
NUJ FREELANCES showcased an innovative range of strategies to survive and prosper at a one-day conference organised by the union. A capacity audience packed the event to hear from more than twenty speakers. (Their biographies are here.) They described initiatives including: instant-video documentary making, selling into new foreign markets, self-publishing via Kindle, and creating iPad app publications.
|Full house at the London Welsh Shelter for the New Ways conference
Other novel funding strategies and work models included crowd-funding foreign photographic assignments, working as a journalist on behalf of brands (via platforms such as Google Affiliate Network,) cross-funding journalism with authoring corporate "white papers" - and a number of successful co-operatively produced publications.
The event, organised by NUJ London Freelance Branch aided by the Freelance Office, was held at the London Welsh Centre on 17 November 2012. Open to all, in excess of 200 people attended, more than half of them women. Many contributed to the lively event with their own questions and experiences.
New reasons why the media need professional freelances
Among the highlights was photographer, Guy Smallman, who has undertaken numerous assignments in Afghanistan, most self-funded. By entering the country as a non-embedded journalist he has been able to cover stories that were not accessible to colleagues who worked more closely with the military. The reputation that he has built as a result has more recently enabled him to source crowd-funding larger projects.
Maximising social media and more
Christian Payne (documentally.com and @documentally) describes himself as a social technologist, multi-tasking communicator or blogger. After a career as a staff and freelance photographer, he now blogs and makes video documentaries, some following his own interests, others as commercial assignments.
Payne's total engagement with Twitter started when, after a car crash, he used the micro-blogging service to ask, "what do I do now?" "It was the first point of using social channels when I wasn't bragging about myself. I showed some humility, made myself look an arse and loads of people came to my aid. At that point I decided to embrace the networks and be a story-maker", he said.
He subsequently made a video from photographs he had taken in Iraq. When he realised that more people saw his pictures on YouTube than had seen the same photographs when they were published in national newspapers, he decided that he was on to something. "Although I wasn't being paid for my pictures, I was building this huge audience of people who were interested in me, and some of them started to offer me work", he said.
Fiona Cullinan's entry to blogging came during a slow spell while she had been booked to work for a contract publisher. "I would suggest to every journalist that they blog - not necessarily to monetise what they are doing but as a digital playground and as a place to experiment and to show potential clients what you can do", she said. Using her blog as a hub, Cullinan started writing about how her working life was developing - particularly as subbing opportunities shrank. Subsequently, six months emailing a digital agency where she wanted to work eventually bore fruit.
|@NUJ_LFB account manager Janet Awe (left) chairs the Maximising Social Media session with Fiona Cullinan, Christian Payne (with microphone) and Times digital development editor Lucia Adams (right)
New places to sell your work
Hina Pandya (@hinapublish) told the audience that "Freelancing has been a rollercoaster - but it suits me". After a varied career, five years ago she decided to freelance full-time. Since then, relentless networking and going with the flow of work have been her watchwords. After becoming frustrated with commissioning editors who would not pay, she published her own travel guide as an e-book and said that sales, to date, have exceeded her expectations. Commissioned by the Syfy TV channel to blog about a television programme Continuum, Pandya found that her related tweets about the programme gained a significant following. The broadcaster subsequently agreed to pay her to publish in this way. Her tips for aspirant freelances are to make pitches short and sharp, try to negotiate your fee upwards every time, and invest in your own training.
Huma Yusuf spoke about "Breaking the BRICs" - that is, media markets in such emerging countries as Brazil, India, Russia and China. "Media are booming in these countries", she said. "In India, newspaper sales are growing at a rate of 1.5 per cent a year and the Times of India has a circulation of 4.3 million". Much of the media is trying to operate 24/7 so there is a desperate thirst for content - particularly news about how their country is viewed abroad, how their countrymen conduct themselves or are perceived abroad or more general diaspora news.
To break into these markets, Yusuf suggested initially offering material to smaller titles - for example in India the magazines Caravan, the Far East Economic Review or Outlook. With your reputation established in "the only market that matters - their own", approaches can then be credibly made to larger titles such as The Times of India. Happily, at least in the case of South Asia, editors tend to display their email addresses on their paper's websites, and most are "addicted" to social media. Pay rates vary between $50 and $1000 US for 600 words. The best way to up these rates, Yusuf suggested, is to offer "multi-media" packages, as many Indian papers have very "snazzy websites" that are perilously thin on content.
The issue of credibility in foreign markets was also addressed by Max Glaskin. Specialising in engineering and technology, 20 years ago he faxed his details to 150 US magazines. The replies were few, but made clear that a "as a Limey he was unlikely to be able to understand the complexities of American culture". Six months later, however, he received a fax from Biophotonics International seeking a European contributor. With credibility established at one journal he picked up work from publications in the same stable - and was then able to use those contacts to leverage work on other US titles.
Work in South East Asia came via a friend who moved there, who Glaskin nagged. When his pal moved on, Glaskin stuck with the title and then made himself known to his friend's new publication. "I never pitch stories", he said. "I simply let publications know that I am here and that I can supply them whatever they want, so long as it interests me." Once his reputation was made with one or two ex-pat journalists, word of his competence was passed around.
New start-ups, small and big
Examples discussed at the event varied between techniques that have allowed jobbing freelances to reach new clients and extend their workbase, and more substantial business ventures. The magazine that Una Murphy edits in Belfast - View Digital - certainly falls into the latter category. View is a free-to-download digital magazine serving Northern Ireland's voluntary and community sector. Set up with Brian Pelan, like Murphy a 20-year media veteran, the monthly magazine received modest grant support to get it established, but now survives on advertising from suppliers to voluntary organisations. It is now generating more than £2000 a month in revenue and is well-established in its target market.
Mark Watts, editor-in-chief of subscription investigative news service, Exaro said that although the traditional media model is breaking down, opportunities are also being thrown up. "The real enemy of journalism is not Leveson, but accountants", he said. "Accountants told us that churning copy was more profitable than real journalism, and they were behind the budget cuts at the BBC. But all over the place real journalism enterprises are springing up to meet real news needs - so freelances should keep their eyes open, and if you can't see what you are looking for, maybe do it yourself". Watts did warn, however, that freelance looking for work at Exaro should obey the old rule - check out the product first - and make sure that they have the right range of skills, experience and contacts for investigative journalism.
David Boyle (@theboyler) - the author of The Case For Media Co-ops described several publications that have enjoyed success anew, having adopted a co-operative model. The West Highland Free Press (whfp.com), for example, was bought by its 13 employees in 2009. Today, they pay themselves well and, after servicing debt, make a return of two per cent on capital.
Marlborough News Online, in Wiltshire, was established as a workers' co-operative by four journalists. Providing news for a town without a newspaper, it already generates sufficient revenue to employ all four members for one day a week each and is "on track" to increase this to full times jobs within five years, said Boyle.
At magazine Ethical Consumer, declining advertising revenue threatened the business's survival. An appeal to readers, however, raised an investment of £200,000. The readers are now the magazine's owners and receive a four percent return on their outlay. "In the conventional media, the number of titles and reporters is down and so are circulations - but there are outliers where they are proving that local readers do want local content", said Boyle. "The great benefit of co-ops is that young talent is in the boardroom from the start, because all staff are involved".
The freelance future
Alex Klaushofer (@newmodeljourno), co-author of Help Yourself - new ways to make copyright pay, drew some of the threads of the day together - highlighting a number of trends. There is life yet in print, she suggested, giving as an example The Blizzard, a quarterly journal of long-form writing about football. Foundation and grant funding is supporting a range of new media from investigative heavy hitters ProPublica (propublica.org) in the United States to village newsletter The Ambler in Northumberland. She also predicted that hyper-local news services, such as Filton Voice, would be an increasingly important element of the media landscape in years to come.
Other initiatives mentioned at the event included Phil Mac Giolla Bhain's (philmacgiollabhain.ie) Downfall, the story of Glasgow Rangers' recent travails that was spawned from a blog and has now sold more than 10,000 copies; the Berlin Newspaper (Die Tageszeitung, taz.de), which is owned by its 30,000 subscribers; and The Bicycle Reader, a Kindle-only magazine whose first edition was produced with no capital and has already sold 1000 copies.
|NUJ General Secretary Michelle Stanistreet (left) with NUJ Freelance Organiser John Toner, who helped organise the conference
Staying independent in a new world
Closing the conference, NUJ general secretary Michelle Stansistreet committed the NUJ to extending its services for freelance members. "It is really clear to me that that this has been a fantastically useful day and as our industry is increasingly freelance, I know how important it is for you all to keep your skills up to date - but it is also good for me to hear from you what you need from the union". Stanistreet promised that contributions made during the day would inform the union's work in the months to come.