In an article published in Journalism Studies, Alison McAdam outlines a multidimensional approach to sustainability that expands the primary economic focus by considering how the social, cultural, and political roles that local news outlets play in their communities shape it.

The term “sustainability” is widely used across various fields and has become central to discussions on the crisis facing local journalism. Research has documented the decline of local news through concepts like “news deserts” and “news blackholes,” with sustainability often invoked in relation to finding viable futures for the sector. Still, there is limited research defining what sustainability means in this context.

In local journalism, economic concerns remain central but are interlinked with social, cultural, political, geographic, and temporal dimensions. While economic considerations often dominate discussions, the approach of this study draws on cross-disciplinary and journalism-specific literature, highlighting the multiple roles local news plays in communities. The suggested framework argues that each dimension contributes to the long-term viability of local news, recognising endurance as a fundamental principle of sustainability.

Local media serve multiple functions: they foster community cohesion, act as cultural ambassadors, provide historical records, and hold local political powers accountable. These contribute to the unique connection between local news outlets and their audiences, underlining their importance in maintaining an informed community.

Sustainability is a complex concept with diverse definitions, ranging from a vision of the future to a social phenomenon. Traditionally, it focused on economic indicators such as profitability and financial viability, but more recent approaches emphasise material well-being, quality of life, and social equity. The “triple bottom line” framework integrates environmental, economic, and social dimensions, and time is considered a crucial factor in sustainability. However, journalism studies on sustainability have yet to fully incorporate these perspectives.

A multidimensional approach to sustainability in local news incorporates economic, social, cultural, political, geographic, and temporal dimensions. This framework draws from cross-disciplinary literature and highlights the importance of these factors in ensuring local news’ financial viability, legitimacy, and trust within communities.

The economic dimension of local news sustainability focuses on the production, distribution, and consumption of news. Media corporatisation and cost-cutting strategies have weakened local news, but non-profit outlets are also emerging, prioritising financial viability over growth. Business models focus on increasing audience revenue and diversifying commercial strategies. Some scholars argue that relationship-building and preserving the civic value of local news are essential for long-term sustainability.

The social dimension concentrates on the community’s demographics, the role of local news in connecting people, and on building social capital. Local news outlets embedded in the community can leverage this position to develop power, trust, and loyalty, fostering reciprocal relationships with audiences and advertisers. This social capital, along with a deep understanding of local knowledge, helps news outlets maintain relevance and become more sustainable.

The cultural dimension focuses on how media shape and maintain community values and identities. Local news outlets leverage cultural elements, such as producing alternative publications or archiving historical content, to generate revenue and reinforce their standing in the community. This cultural role helps solidify local news as an essential part of the community’s identity and history.

The political dimension examines the role of the media in supporting democracy and public participation. It highlights the importance of government support for local news, including funding or advertising. While government subsidies can enhance credibility, there may be concerns regarding political influence.

The geographic dimension focuses on the role of physical locations in shaping news outlets’ functions. It highlights how especially rural and remote communities can influence news production, audience relevance, and the dissemination of emergency information. Local sensibility and understanding geographic boundaries help news outlets gauge their reach and relevance, ensuring their viability and connection to audiences.

The temporal dimension highlights the importance of recognising both historical and current factors in sustaining local media. By focusing on past successes and enduring practices alongside modern challenges, this approach advocates for long-term solutions and acknowledges the value of what has stood the test of time amid changes in the landscape.

The concept of “sustainability” provides valuable insights into the challenges faced by local news media. Journalism studies must embrace the complexity of the term “sustainability,” drawing on the broader concept from other disciplines. The sustainability of local news should be viewed as multidimensional, demonstrated by its endurance over time. This nuanced approach can also benefit the communities served by local news outlets. By considering sustainability in a broader context, social equity factors emerge, ensuring equitable access to local news that connects citizens to their community, fosters engagement, and supports democratic processes.

McAdam, A. (2025). Rethinking “Sustainability” as a Multidimensional Conceptual Framework for Local Journalism Studies. Journalism Studies, 1–16. https://doi.org/10.1080/1461670X.2025.2492738

Combining EU and philanthropic funding, the Investigative Journalism for Europe (IJ4EU) fund has become a model for supporting cross-border investigative journalism with high impact. With 90% public and 10% private funding, the fund has helped expose corruption, influence policy decisions, and protect press freedom, offering donors a vehicle for meaningful media impact.

The recent decision by the Court of Justice of the European Union to outlaw so-called “golden passport” schemes that allowed foreigners to buy EU citizenship marked a significant victory for investigative journalism. In its ruling, the court referred to the work of journalists who had exposed the abuse and malicious intent often underpinning these schemes.

The investigation was only one of many high-profile stories supported by IJ4EU, an initiative dedicated to strengthening cross-border watchdog reporting across the continent.

Launched in 2018, the IJ4EU fund backs investigative journalism that crosses national boundaries, reflecting the transnational nature of pressing public interest issues. The fund is operated by a consortium of four independent organisations committed to press freedom: the International Press Institute (IPI), which leads the consortium, the European Journalism Centre (EJC), the European Centre for Press and Media Freedom (ECPMF), and Arena for Journalism in Europe.

Timothy Large, Director of Independent Media Programmes and IJ4EU manager at the IPI, underscores the programme’s success. “The jury is no longer out. This model works,” he says. By combining public and private funds, IJ4EU channels money into “the highest quality investigative journalism without compromising editorial independence.” According to Large, 90 percent of the funding comes from the European Commission, while 10 percent is contributed by philanthropies such as Adessium, Fritt Ord, and Isocrates Foundations, as well as the City of Leipzig. Previous donors also include Luminate and Open Society Foundations.

“Implementers make sure that editorial independence is at the heart of the programme,” he adds. IJ4EU’s model of “cascading grants” allows taxpayer and foundation money to flow via neutral intermediaries, with the consortium partners performing the intermediary function. Independent juries select all projects for funding. “All donors can have confidence that recipients are of high quality, while grantees can be sure that there are no strings attached,” Large highlights.

IJ4EU focuses on cross-border reporting. “Big issues nowadays require time and investment and are beyond borders: climate change, migration, corruption,” Large explains.

The demand for such support has been overwhelming: since its inception, IJ4EU has received applications from 1,526 teams seeking over €43 million in funding. It has distributed €6 million to 226 teams, involving more than a thousand journalists working on complex investigations.

An independent external evaluation report of the initiative found that it has made a significant contribution to improving the media ecosystem and, in turn, to fostering a more well-informed public.

IJ4EU offers targeted support through two primary grant schemes. The Investigation Support Scheme, managed by IPI, provides up to €50,000 to carry out resource-intensive investigations. The Freelancer Support Scheme, overseen by EJC, offers up to €20,000 to teams led by freelance journalists.

In addition to the grants, the scheme offers mentoring, training, and legal counselling to address the distinct challenges they face. Large describes the offering as a “full package,” noting that legal assistance and technical support are essential, as legal threats, including SLAPPs (strategic lawsuits against public participation) and defamation suits, have increased. “Weaponisation of legal risks has a chilling effect,” he says, adding that covering such complex topics sometimes also demands mentoring and help with finding partners.

The Fund’s independent external evaluation highlights that its training, mentorship, legal, and editorial support have significantly strengthened journalists’ professional resilience. Many beneficiaries, particularly freelancers, report feeling better equipped and protected in pursuing public interest investigations.

IJ4EU has seen a wide range of topics among grant applications. Many focus on stories related to climate change or the environment, Large explains, adding that since 2022, many teams have started framing their investigations through a security lens; partly to appeal to funders. Stories about EU borders have also been frequent.

Geographically, applications have come from every EU Member State and candidate country, with particularly strong proposals from Germany, Italy, and the Netherlands, he says. There are many applications also from Eastern and Southeastern Europe, with a noticeable rise from Ukraine.

“Some stories have had tremendous impact,” Large says, citing examples such as the story about the Maltese golden passport scheme, or an investigation into corruption in the Danube Delta that resulted in the suspension of EU funds and an OLAF inquiry. The independent external evaluation also confirms that IJ4EU-backed investigations consistently spark responses from policymakers and businesses and are often quoted by other major media. The programme has been particularly impactful in Eastern Europe, where independent journalism often faces more severe threats. These stories are also “building trust in watchdog journalism as a public good,” Large adds.

At the same time, he acknowledges that while IJ4EU has achieved much, it faces various challenges. Fundraising, for example, remains a concern. “It is wonderful to be able to provide this amount, but there is need for more,” he says, describing current support as “a drop in the ocean,” particularly in the context of the worsening funding landscape.

On a human level, he points to the psychological toll investigative journalism can take. Many of these stories are stressful, and there is “a lot of burnout and anxiety among journalists, even trauma,” he notes. Cross-border cooperation, while essential, can also be difficult to manage.

Participating foundations recognise that “independent media is a cornerstone of democracy,” Large says, adding that IJ4EU is a “safe and impactful way of getting into funding journalism.” He hopes that the programme will not only continue, but attract more philanthropic support, as there is a huge demand for such grants. Looking ahead, he imagines a possible future expansion: “Dreaming big, maybe one day the model can be expanded beyond Europe, to become global, because it really works.”

TikTok has been rapidly emerging as a major news source, particularly for younger audiences. Its preference for relatable, personality-driven content offers new opportunities for newsrooms to increase their reach among these younger age groups – but also comes with challenges.

TikTok’s Growing Influence in News Consumption

At the start of April 2025, there were 5.31 billion social media users globally, 64.7% of the world’s population. Among all platforms, TikTok now ranks fifth and continues to grow rapidly. The 2024 Reuters Institute Digital News Report (DNR) identified TikTok as one of the fastest-rising platforms for news engagement, particularly among young users. Furthermore, Gen Z adults (aged 18 to 24) spend a significant amount of time, an average of 77 minutes per day, on the app. According to a fresh study by the Thomson Foundation and the Media and Journalism Research Center (MJRC), it has all but taken over in Romania, where 47% of the population uses it – the highest proportion in the EU.

TikTok is now much more than dance trends or weird challenges. It has become too big to ignore. “News media have to follow where the audiences are,” says Ali Mahmood, Audience Revenue and Engagement Expert at FatChilli for Publishers. “Algorithmic distribution is now the reality for a significant segment of the news-consuming population.”

Since the Covid-19 pandemic, audience preferences have shifted toward video-based platforms such as YouTube, TikTok, and Instagram, which have grown in importance as news sources. The DNR notes that 13% of respondents now use TikTok for news, surpassing X (formerly Twitter). Among younger audiences, this shift is even more significant. As Freddy Tran Nager, Clinical Associate Professor at USC Annenberg, points out, around 40% of young people now get their news from TikTok, though this comes with risks, as there is a lot of misinformation on the platform. He believes that it is the responsibility of professional journalists to provide credible information.

The Thomson-MJRC study found that only 9.9% of Romanian teens follow journalists, highlighting a shifting ecosystem shaped by influencers rather than traditional newsrooms. Mahmood stresses that with the growing influence of news-focused content creators, “you don’t want to be left out and have people (mis)informed only by them.”

However, as younger users are less likely to trust institutions than individuals, both he and Nager agree that news brands must be represented by real people to successfully connect with audiences. “They need a face,” Nager emphasises. Furthermore, according to a study by Zinc Network, presented at the Central European Media Trends conference in Warsaw in December, the majority of paying subscribers regularly seek out news content from identifiable personalities such as journalists, influencers, and podcast hosts, showing a strong preference for personality-driven content.

Still, TikTok also offers an opportunity to increase brand awareness. For many young adults, it may be the first platform where they encounter a news brand.

How Newsrooms Are Adapting

Across Europe, many news executives have been grappling with how to make their outlets relevant to younger audiences, and there are many examples of successfully turning to TikTok. Spanish start-up Ac2ality quickly became one of the pioneers when its founder, Daniela McArena, realised that traditional news sources lacked context and clarity for younger readers. Ac2ality set out to deliver news in a “quick, concise and comprehensive manner,” tailored specifically for Gen Z on TikTok.

A similar success story unfolded in France where Hugo Travers, known online as Hugo Décrypte, has become a leading news source for young people. There are  also promising examples from Central and Eastern Europe. Mahmood points to Romania’s Project F, run by journalists from PressOne, which focuses on women’s issues and involves the audience directly by asking what topics interest them. In the Czech Republic, Czech News Center experimented with distributing sports journalism via TikTok, targeting content to Gen Z by focusing on sports relevant to them. After hiring a Gen Z journalist to ensure an authentic tone, the initiative exceeded expectations and is now inspiring other teams within the organisation.

Traditional outlets have also begun to adapt. BBC News created a dedicated TikTok team, while The Washington Post and The Wall Street Journal use the platform to reach new readers, even without monetisation. As Erika Marzano, Deutsche Welle’s Audience Development Manager argues, “TikTok has evolved from a platform of minimal output to one where posting at least once daily is necessary for growth.”

To connect with TikTok audiences, authenticity and relatability are essential. Mahmood emphasises that successful content addresses the audience’s real information needs. Rather than merely echoing existing coverage, journalists should offer explanation, context, and a human touch. “You have to be relatable,” he says, adding that journalists don’t need expensive equipment: a smartphone is enough, what matters is engaging storytelling. Seemingly casual, lo-fi content often garners more trust on the platform than polished productions.

Nager highlights that young audiences expect creators to have a visible personality. “It is not good to be neutral,” he argues. Showing emotion in a professionally restrained way, and being open about one’s perspective, can actually increase credibility. Encouraging reporters to be transparent, vulnerable, and even share personal experiences can foster stronger connections. This also means, according to Nager, that TikTok is not for everyone: journalists should not feel pressured to perform on the platform if it doesn’t suit their strengths. Ultimately, success comes from being real, not rehearsed.

Navigating the Algorithm

TikTok’s algorithm creates a highly personalised feed for each user, meaning no two people see the same content. This makes it difficult to know what kind of news others are encountering. Nager notes that creators must be patient as early videos may get little attention, and even followers might not see every post, as distribution is driven by the algorithm.

As many of the users are on the platform to learn something, he suggests using short, context-rich explainers to engage them and create a bridge to other platforms, such as websites or newsletters, adding that “one email address is worth 100 followers.” However, Mahmood cautions against pushing audiences to leave TikTok. As he points out, users are deeply engaged on the platform and attempts to redirect them may not be successful. Instead, success lies in adapting content to how users prefer to consume information within the app itself.

As digital journalist and TikTok creator Sophia Smith Galer advises, consistency is key: regular posting helps content appear on users’ For You pages rather than relying on follower shares. Journalists should return to and evolve their niche while actively engaging with users through comments. Originality also matters: TikTok content must be authentic, personal, and designed specifically for the platform, not recycled from traditional media.

TikTok is often misunderstood as a passive, entertainment-first platform, but research from Weber Shandwick shows that its users are highly engaged, with the comments section serving as a space for learning, fact-checking, and interpretation. This has important implications for newsrooms. As Mahmood points out, TikTok should not be treated as a traditional marketing channel where one simply posts a video and adds a link. Instead, active engagement is key: if a comment attracts significant attention, it can serve as the basis for a follow-up video.

Nager agrees that meaningful interaction boosts visibility on the platform but cautions journalists to avoid engaging with commenters with antagonistic intent. He also notes that the algorithm rewards both engagement and regular content output, so creators should be mindful of their time.

Collaborating with content creators who already have a large follower base can help news organisations build credibility and reach on TikTok. However, Nager stresses the importance of vetting collaborators carefully. He recommends working with professionals who already use TikTok responsibly. Mahmood adds that successful partnerships require mutual understanding and benefit. While some fear reputational risks, he argues that collaboration is similar to recruitment: it simply requires proper due diligence.

Balancing Engagement and Risk

While TikTok offers promising opportunities for audience growth, it also comes with risks. One main concern is misinformation: the platform does not prevent the spread of inaccurate content. This is especially troubling given that 27% of TikTok users say they struggle to assess the trustworthiness of news they see – more than on any other platform.

There is also the danger of over-reliance. News organisations may risk repeating the same mistakes made with Facebook, where dependency on a single platform left them vulnerable to algorithmic shifts.

Nager advises treating TikTok as one of several options, not the only one, highlighting other viable channels such as YouTube, Instagram, BlueSky, or newsletters. Still, as the Zinc Network study suggests that those most likely to pay for news tend to use multiple platforms, it is an opportunity that media outlets would be wise to explore.

Adrian Arena, Director of the International Human Rights Programme at the Oak Foundation, highlights the importance of a healthy information sphere by supporting independent journalism to hold power to account and ensure citizens have access to accurate information. He emphasises the value of local expertise while sharing insights into how the Foundation supports journalism, reflecting its commitment to strengthening democracy and human rights.

What is Oak Foundation’s approach to supporting journalism?

At a meta level, the human rights movement seeks to unlock truth and inspire justice – in brief, to hold power to account. Independent and investigative journalism is critical to that task. As a human rights programme, one of our priorities is also to ensure a healthy information sphere. This demands that citizens have access to reliable, accurate information.

Professional, rigorous, courageous journalism is foundational to democracy.

The foundation is a founding member of Civitates. Why do you think it was important to be part of the consortium?

Our early membership of Civitates was a strong expression of solidarity with civil society and independent media. Both are critical partners in the defence of democracy.

As a pan-European mechanism, Civitates permits us to access partners in national contexts where we have no footprint or expertise. It provides an assurance in terms of rigour and strategy.

What do you think of the advantages of similar pooled funds? Are you a member of any other?

 Yes, we are a member of the EU Artificial Intelligence Fund, EPIM (addressing migration in the EU), and various pooled funds in the United States.

We are a small team. Pooled funds give us an opportunity to expand our footprint, but without increasing headcount. Perhaps more importantly, they provide an excellent opportunity for peer learning and strategizing.

In what other ways does the foundation support public interest reporting?

Aside from participation in Civitates, we make bilateral grants to various news outlets and investigative journalists in our priority regions.  We generally provide core support and trust the outlets to pursue their journalistic mission with professionalism and integrity. Some organisations maintain specific newsrooms on certain issues. Lighthouse Reports, for example, does this with respect to migration, which is an important programmatic focus for us. We support Lighthouse for this specific work.

But our engagement with the sector goes beyond the journalistic product. Journalists are under frequent attack in the discharge of their duties. We support organisations that assist journalists at risk, including defending them from SLAPPs (Reporters Shield) or organisations which provide emergency assistance and services.

Do you have open calls for these grants, or do you invite organisations to apply?

As a program we do not have open calls, but maintain an open mailbox where anyone can lodge an inquiry. In some of the more restrictive environments in which we work, an open call would not work. In those contexts, trust is paramount, and we work hard to understand the local partner community. We invest in relationships.

I know that Civitates has, however, routinely pursued open calls. This can be useful to surface promising initiatives in new or unfamiliar contexts.

What is the most important lesson you have learned from these programmes?

One key lesson – and it is very simple – is to take the necessary time to understand the national context. Alternatively, work through an intermediary (like Civitates) that knows it already. Local understanding is critical.

What were the biggest challenges you have had to face so far?

 A clear but not always obvious challenge is to properly assess the quality of the journalism produced. You need to have someone who reads content in the local language and can speak to its tone and quality. We have also had to calibrate our expectations around audience and sustainability. These expectations must be appropriate to the national context.

How do you assess the success of your programmes? Is there a particular success story related to supporting journalism?

As I mentioned previously, one of our overarching goals is to hold power to account. Independent media partners have done exactly that. Their list of accomplishments is long. Partners have exposed malfeasance, corruption, and abuse which, in turn, have led to prosecutions, sanctions, fines, and regulatory change. There is a clear path of success.

Do you have any special advice for organisations that have not funded/supported journalism yet, but are thinking about doing so?

 I would say three things.

Firstly, independent media is important to amplify the voice of civil society. Whatever issue you are funding, whether it be education, health, or science, it is critical that your partners’ voices are heard. Independent media can play an important role in amplifying those voices, which, for whatever reason, may be excluded or marginalised from the mainstream press.

Secondly, there may be some barriers to entry. But these are no more significant than in other areas of work. Like in all areas, it is essential to do one’s homework and to understand the local context. Or work with a trusted partner who does.

Lastly, core support is essential to ensure independent media pursues its work fearlessly and without undue restriction.

The results can be very rewarding. 

Funders, journalists, and civic actors are rethinking how to defend media freedom amid funding cuts, political intimidation, legal threats, and the dominance of Big Tech. From pooled funds to local initiatives, a range of strategies is emerging to support public interest journalism.

The barrage of challenges facing independent journalism is alarming. The funding landscape has changed dramatically in recent years, even before the US foreign aid freeze, with organisations like the Open Society Foundations (OSF) and various governments retreating or shifting their focus. Adding to that is Meta’s decision to cut fact-checking programmes, which has deprived many non-profit newsrooms of crucial revenue – another sign of the growing dependency on Big Tech.

Repressive legislation is another major concern. Foreign agent laws in Central and Eastern Europe are increasingly being used to intimidate independent outlets, with the newest examples coming from Georgia. Attacks and threats or smear campaigns have become widespread in several countries, for example, in Serbia, while the Hungarian government threatens to ban foreign funding for the media. “It is a disaster in pretty epic proportions,” said Drew Sullivan, Co-founder and Publisher of the Organized Crime and Corruption Reporting Project (OCCRP).

These developments threaten to further fracture information environments, leaving citizens without access to reliable information. In April, the annual event of the Journalism Funders Forum discussed these issues, creating a space to examine how to navigate the challenges and collaborate to preserve independent journalism.

How US Funding Losses Are Shaking Newsrooms Worldwide

The cuts to US government funding hit journalism support worldwide, with a global loss of USD 735 million. According to data from OCCRP, the Pacific region suffered the most, losing 88% of its funding, followed by Central Asia with 47% and Europe with 43%. In Europe, the impact was particularly severe in Cyprus, which lost all donor funding for journalism, while Ukraine lost 82%, Albania 80%, Kosovo 77%, Moldova 69%, and Belarus 64%.

Sullivan warned that some OCCRP partners now face an existential threat, with many unable to secure advertising revenue, being targeted by smear campaigns, and struggling even before the cuts. Countless other outlets are facing potential layoffs and pay cuts.

Press Under Pressure in Italy

The situation is difficult not only in Central and Eastern Europe but also in other EU Member States. In Italy, journalism faces a unique set of challenges rooted in both cultural and systemic issues. To discuss these issues with local foundations, the Journalism Funders Forum’s annual meeting took place for the first time in Florence in cooperation with Assifero, the Italian umbrella organisation for foundations, close in time and location to the subsequent International Journalism Festival in Perugia. As Francesca Mereta, Head of Programmes and Communications at Assifero, explained, journalism historically has not been a focus for philanthropies because the state and public welfare systems seemed to provide sufficient support. However, with the growing spread of disinformation, there seems to be a rising awareness among philanthropies of the need to engage in this field.

Nevertheless, recent years have also seen the concentration of media power in the hands of a few companies, leaving less space for investigative journalism. Freelancers are paid poorly and lack legal protection, making independence from advertising revenue almost impossible and opening the door to political interference. According to Sara Manisera, Investigative Reporter and Fundraiser at the FADA Collective, fragile journalism is dangerous to democracy and leads to increasing polarisation, especially as news consumption shifts to social media.

News organisations struggle not only economically but also in reaching their audiences. Younger generations consume news on platforms like Instagram, making multimedia content increasingly essential. Legal risks also weigh heavily, Cecilia Anesi, Centre Director of the Investigative Reporting Project Italy, noted. Papers are hesitant to publish investigations due to the threat of civil and criminal lawsuits.

One of the most pressing legal threats comes in the form of strategic lawsuits against public participation (SLAPPs), with Italy having the highest number of such cases in the EU. Journalists, whistleblowers, and even comedians face lawsuits by politicians seeking damages of €50,000 to €100,000. The resulting legal costs and mental health impacts are severe, and while EU directives offer some hope, Martina Turola, Head of Communications at The Good Lobby Italy, emphasised that providing journalists with the necessary tools and funding to defend themselves remains essential.

Local Media’s Battle for Survival

Local media face even greater difficulties within the already challenging media landscape. Anesi pointed out that local outlets often lack the international connections that larger mainstream organisations can rely on. Their limited capacity and the burden of bureaucracy also prevent them from offering additional services to increase revenue, making their financial situation particularly precarious.

Still, the survival of local media outlets is essential, as they provide crucial information for their audiences to remain informed about local issues directly impacting their lives. However, while it is easy to start such an outlet, it is extremely difficult to keep it alive in an increasingly hostile and unfair market. “Funding and working on the local level is a way to counter what is happening around the world and online,” Sameer Padania, Director of Macroscope London, argued, stressing the importance of supporting journalism “where people are.”  

There are various ways to support independent local media beyond grant funding. Placing advertisements in them or subscribing as an organisation could make a significant difference, as even small contributions can be meaningful on one hand and have the potential to encourage others to do the same on the other. Supporting local media is not just altruistic, Padania noted; businesses also benefit by having accurate, reliable information about what is happening in their own communities.

Regulating Big Tech to Protect Journalism’s Future

The shifting funding landscape is just one part of the problem. As Adam Thomas, Founder of Evenly Distributed, pointed out, Big Tech has been disrupting traditional business models for two decades. Vera Franz, former Division Director for Technology & Society at OSF Global Programs, described the moment as “very bleak” but also as an opportunity to challenge Big Tech’s dominance.

At the moment, tech giants have a monopoly on advertising. 80% of Google’s revenue comes from its control of the online advertising system, and it also controls how ads are sold. Although an increasing number of news organisations no longer rely on ads, instead turning to crowdfunding and subscriptions, they are also forced to pay Big Tech through app store or cloud service fees.

“For journalism, Big Tech is the problem of the past, present, and future,” Franz warned, highlighting the importance of building digital infrastructures independent of Big Tech control, as funders must address not only symptoms but also the structural causes of the broken ecosystem.

One step towards this could be monetising unique content by outlets themselves and preventing AI from scraping it without compensation. However, regulation is key in this regard, and, as Pierrick Judeaux, Director of Portfolio and EU Representative at International Fund for Public Interest Media (IFPIM) noted, it is an open question how far the European Union is willing to go and how many Member States would be willing to implement stricter regulation.

There are also ongoing discussions about building a European cloud system, independent from US tech giants, but, as Franz highlighted, journalists and funders are not yet sufficiently involved, although funders, with their broader perspective, have a particular responsibility to connect initiatives and strengthen the sector’s resilience.

How Philanthropies Can Step Up for Independent Media

In these circumstances, it is crucial for funders to rethink their approaches if independent journalism is to survive. Civil society and media are equally vital pillars of democracy, a reality becoming more apparent not only in autocracies but also in parts of Western Europe. “If you don’t have free media based on facts, where would you go to discuss your causes?” asked Maribel Königer, Director of Communications, Journalism and Media at the ERSTE Foundation.

The recent tragedy in Serbia’s Vojvodina region, when a train station’s roof collapsed, demonstrated why independent media is important. According to Vasic, it made many realize what journalists have been saying for years: corruption can kill. Although the donation culture is underdeveloped in the country, KRIK has been successful in securing revenue from its audience by explaining why they need money and involving donors in the decision-making process about spending. Vasic believes that brand awareness and connection to readers are paramount for the success of such efforts.

There are various other success stories of organisations using their creativity to increase revenue. Dennik N in Slovakia increased its subscriber base by almost 40% due to a successful campaign. Direkt36 in Hungary gets 75% of its income from commercial revenue. These examples show that there is potential in the sector, but entrepreneurial leadership and business-mindedness are key to such achievements, Sullivan emphasized.

Nevertheless, there are several ways where philanthropies could also strengthen their involvement. Judeaux called for better advocacy, bringing other potential funders to the space by articulating the value of public interest journalism, unlocking more private capital, attentive listening to grantees, and understanding where grant funding fits best.

Successful funding programs also require long-term strategy and a deep understanding of grantees’ operations and national contexts, particularly in authoritarian environments. Long-term, flexible funding is seen as the most helpful, enabling organisations to plan beyond mere survival. Adrian Arena, Director of the International Human Rights Programme at Oak Foundation, argued that linguistic barriers often hamper proper grant evaluation, therefore, it is important to have team members who understand the language in which grantees publish.

Pooled funds may provide an answer to many of these challenges and can play a crucial role in supporting journalism by opening up opportunities for funders and media outlets alike. They provide a buffer between donors and grantees that can be beneficial for all parties involved. Pooled funds also bring together a diversity of experiences, allowing knowledge-sharing and fostering a collective response to challenges that no single funder could address alone.

Civitates is one such pooled fund. Its Senior Programme Manager Eszter Szucs explained that linking journalism support to broader democracy funding could help bring in new funders, using the shrinking media freedom as an indicator of democratic backsliding.

Another example of such pooled funds is the recently launched Media Forward Fund (MFF), which focuses on developing business skills within media organisations, as the team realised that the level of business skills is really low in many media organisations, argued Founding Director Martin Kotynek.

MFF is a “cousin” of Press Forward, a US initiative, and there are other similar regional pooled funds in the making, in the UK, Brazil, and Australia, with the potential of bringing in new, locally engaged funders. As Kathy Im, Director, Journalism and Media at the John D. and Catherine T. MacArthur Foundation emphasised, attracting new funders requires offering flexibility, recognising their varying starting points.

Recognising the scale of the current crisis, Ebru Akgün, Programme Manager at Adessium Foundation and Willem Lenders, Programme Manager at Limelight Foundation, the Co-chairs of the Journalism Funders Forum, called for urgent collective action. They announced a joint initiative to respond to the funding gaps left by US cuts. Although philanthropies cannot fully replace lost US support, a coordinated answer could ensure that crucial independent media outlets have a fighting chance.

Veronika Munk, Director of Innovation and New Markets at Denník N, shares insights into the outlet’s recent, highly successful campaign.

In just two weeks, we gained 24,000 new subscribers, bringing our total to more than 90,000. Even writing that number feels overwhelming. These people chose quality journalism in a world that is turning upside down – where audiences are tuning out of news, major platforms dominate and distort media markets, and anti-democratic governments are advancing, often treating independent media with hostility, even paralysing it in some regions.

Denník N is one of the market leading Slovak independent news outlets, reaching 1-1,5 million readers every month, operating with a 130 strong staff, being the largest newsroom in Slovakia. We focus primarily on in-depth, investigative, explanatory journalism in text, audio, and video, and fast short news service. We also publish a print daily, monthly educational magazines, and books.

“We are 10 years old, looking to the future, and searching for another 10,000 people who care about it.”

That was our message for our 10th birthday – and it worked.

Our 10-years anniversary campaign

We launched this campaign to celebrate Denník N’s 10th anniversary with the goal of bringing in 10,000 new subscribers. To mark the occasion, we let them bypass the fixed subscription fee and instead choose their own contribution for a 10-week trial period – however much they felt was fair for reading, watching, and listening to Denník N.

But our value proposition was more than just, “Come, get it cheaper.”

We invited our 70,000 existing subscribers to help strengthen the country and its fragile democratic system. Our request? Convince at least one friend to try Denník N for 10 weeks, and in return, we pledged to fulfil 10 key promises – each designed to make Slovakia, and European democracy at large, a better place.

Our 10 promises to Slovakia

If we reached 10,000 new subscribers, we committed to:

1. Unlocking all content published in Denník N’s first 10 years.
2. Giving a free subscription to all future first-time voters.
3. Producing significantly more free, short videos on social media.
4. Sending free print editions to all senior homes and senior clubs.
5. Conducting 100 interviews with people who haven’t given up on Slovakia.
6. Publishing special print editions dedicated to at least five Slovak regions.
7. Offering our video content for free to TV broadcasters.
8. Organising lectures on the dangers of social media for 10,000 students.
9. Launching a training programme for young journalists.
10. Dedicating 10 million ad impressions to organisations that improve Slovakia.

What we learned: 5 key takeaways for the industry

1. People will invest in a better future if you ask them directly.

Audiences care about their own future and believe in free media – but they need to be invited to take part in its operation. When framed as a collective effort, people respond.

2. Your existing audience is your valuable recruiter.

We successfully mobilised our current subscribers (and even newsroom members) to recruit new subscribers – a method proven effective by Zetland (Denmark) and Direkt36 (Hungary). We took it further with gamification: on our site, every participant could track in real-time how many subscribers had joined thanks to their recommendation. Our most successful subscriber-influencer brought us 372 new subscribers – for free.

3. People will pay for a good cause and high-quality service – especially when combined.

We told readers they could pay any amount for their 10-week subscription. Only 22% chose the free option, proving that people are willing to contribute if they believe in the mission and see value in the product.

4. The right promises make all the difference.

We spent months crafting the right commitments – pledging initiatives that served a clear public interest (such as supporting first-time voters or fact-based journalism), and also that added value to our core mission of delivering high-quality content.

5. Social media can work – when used strategically.

Slovak influencers helped amplify our campaign on Instagram and Facebook. We also used ManyChat, a chatbot and marketing automation platform, to create direct, personalised connections with users who showed interest in subscribing.

The next challenge: Retention

I could say that after thorough strategic planning, we expected exactly 24,000 new subscribers, but that wouldn’t be true. We had a plan, yes, but the plan was to reach 10,000 entirely new subscribers in ten weeks – and if we didn’t, we would shut down the campaign after six weeks. In the end, we hit the 10,000 mark in just four days, and after two weeks, we had 24,366 new subscribers. Only 22% of them chose to pay nothing for the 10-week subscription.

The trial period ends in April, and churn is inevitable – industry benchmarks suggest we might lose around 70% of our new subscribers.

Our main task now is convincing them to stay. And our most powerful tool? Quality journalism – the ultimate marketing asset. Moreover, thanks to their registrations, we are able to remain in contact with tens of thousands of new readers, giving us a direct line to continue proving our value. If we manage to retain one third of them in the long term, it will still be the most successful thing we have ever done, and successful by reader revenue business standards in Central-Eastern Europe.

I believe this campaign wasn’t just about subscriber growth – it was a statement. It proved that people still value quality journalism, that they’re willing to pay for it, and that strong reader communities can be mobilised to protect independent media.

The challenge for all of us in the industry is clear: we must continue proving that journalism is worth supporting by making it indispensable, by making it participatory, and by making it a cause people want to invest in.

Donor dependency, wherein media outlets rely heavily on external grants, has become a major challenge for independent media. While crucial for the survival of many outlets, it comes with substantial risks, as the recent freeze on US funding has demonstrated. Experts emphasise the need for revenue diversification to ensure long-term sustainability.

Donor dependency occurs when an organisation relies predominantly on external grants from philanthropies or other donors to sustain its operations. This has become particularly common among independent media operating in challenging environments where alternative revenue streams are scarce.

Anya Schiffrin, Director of the Media, Technology, and Communications specialisation at Columbia University’s School of International and Public Affairs, notes that donor dependency is not a new phenomenon. However, concerns related to it were different two decades ago. When new donors entered the field and started to fund reporting on certain topics, it raised concerns about editorial independence. Later, “donors started to fund too many outlets,” which began to compete for the same resources.

The landscape changed after the 2008 financial crisis. “Everyone needed money,” Schiffrin argues, adding that a lot of news organisations improved their fundraising capabilities in the process. As her study highlighted in 2019, advertising remained difficult to secure and audience-based revenue models often failed to generate sufficient funds. A report by Free Press Unlimited further reinforced that many public interest media, especially those operating in difficult environments, became highly dependent on donor funding, as many struggled to generate commercial income.

In regions like the Western Balkans and Central and Eastern Europe, “donor support has been part of media business models,” argues Davor Marko, Central and South East Europe Programme Manager at Thomson Foundation. While grants were crucial in establishing independent voices after the wars in the Balkans, donor dependency has now become a threat, as many media outlets have neglected sustainability and capacity building.

The Consequences of Donor Dependency

While donor support is often essential for independent media, particularly in restrictive environments, over-reliance on external funding creates significant risks. One major consequence is financial instability. Newsrooms that fail to develop independent revenue streams risk severe financial crises or even closure when donor funding ends. A striking example is the recent USAID funding freeze, which has left many news organisations struggling to stay afloat.

Donor dependency can also distort market dynamics and weaken audience engagement. Donor-funded media often neglect sustainable revenue strategies. As a result, they may capitulate to donor priorities over audience needs, failing to cultivate a loyal readership or produce content that people are willing to pay for. This undermines long-term viability.

In authoritarian or hybrid regimes, donor dependency also exposes media outlets to political pressure. These governments frequently label donor-funded organisations as “foreign agents” or tools of foreign influence, using this narrative to restrict their operations or damage their credibility.

How Can Newsrooms Reduce Donor Dependency?

Reducing donor dependency requires a shift in mindset and a commitment to exploring new revenue streams. For years, many media outlets operated under the assumption that donor funding, particularly from US-funded programmes, would be reliable, Marko notes, adding that this led to a complacent approach wherein newsrooms did not prioritise exit strategies. Now, with US funding drying up, the urgency to adapt has never been greater. Schiffrin warns that European countries are unlikely to fill the gap in journalism support left by US funding, and she expects widespread layoffs. “I am definitely worried. There will be a bloodbath,” she says.

Diversifying revenue to mitigate the risks associated with donor dependency is a critical step. This could include subscriptions, memberships, advertising, and commercial services. Some media outlets have successfully experimented with alternative business models, such as offering video storytelling or live streaming services. Marko points to a newsroom in Serbia that has leveraged its expertise to provide video production at competitive prices. However, these strategies are not one-size-fits-all, he argues; local market conditions must be considered when designing new business models. “The Thomson worked with 100+ media outlets in Central and Eastern Europe and the Western Balkans. 10% of them were successful in creating something new and sustainable,” he says.

Audience engagement is another key factor in financial sustainability. Encouraging reader support through crowdfunding or membership programmes can help newsrooms build financial independence. However, securing this support is not easy, as it requires trust and consistent value delivery to readers.

Collaboration may offer additional opportunities. Anya Schiffrin suggests smaller newsrooms consider partnerships with other outlets or even universities. Academic institutions could provide resources such as office space or even students, although increased bureaucracy might be a trade-off.

Despite these possibilities, the overall outlook remains uncertain. The media development sector is undergoing dramatic changes, and without strategic-level thinking, many outlets will struggle to survive, Marko concludes.

A 2023 survey conducted in Austria with 1,000 participants investigated the relationship between media trust and consumers’ willingness to pay (WTP) for online news in the post-pandemic era. The results indicate a strong correlation between media trust and both WTP and actual media expenditure. This highlights the importance of trust in securing financial sustainability for media organisations. As free content dominates the digital landscape, media companies must rebuild trust to encourage consumers to pay for credible news.

The media industry faces various challenges due to digital disruption and declining trust. While scepticism toward the media is not new, the pandemic accelerated its decline. Trust in media is essential for democracy and economic stability, yet media institutions remain among the least trusted. Despite increased news consumption during the pandemic, trust did not improve. This decline in trust has affected financial sustainability, forcing media companies to shift from ad-based models to paid subscriptions. However, WTP for news remains low, stagnating at 17% globally and only 13.7% in Austria.

Media trust is a crucial factor in social interactions and economic behaviour. Trust in media means audiences believe the media will perform its role satisfactorily. Without trust, the media cannot serve its democratic function, however, it should not be unconditional and should be accompanied by critical media literacy. Trust also involves uncertainty and a leap of faith, as audiences cannot always verify news content. The digital age complicates trust with misinformation, fake news, and algorithm manipulation. Media organisations have also contributed to declining trust through poor reporting and inaccuracies. Since consumers cannot assess media quality before consumption, trust plays a key role in their decision to pay for content. Building trust requires a focus on journalistic integrity and media branding.

From an economic perspective, trust in media brands influences consumer decisions and financial support. Trusted brands create competitive advantages, increasing WTP. Prior studies show that consumers are more likely to pay for news from trusted sources. Economic theories suggest that consumer preferences determine the value of a good: when consumers trust a media brand, they perceive it as more valuable and are more willing to pay for its content. However, free alternatives on social media and financial constraints make it difficult for media companies to convince consumers to pay.

The sample for the online survey, conducted by the Austrian Gallup Institute in October 2023, consisted of 1,000 respondents aged 16 and older, representing Austria’s web-active population. The survey measured media usage, trust, perceptions of media performance, payment behaviours, WTP, and trust in political institutions. Multiple regression analyses were conducted to test hypotheses. Predictors included socio-demographics, media use, and political trust, with interaction terms to test moderation effects.

The results show that trust in media significantly influences WTP and media expenditure. Public service media were rated as the most trustworthy, with television and radio considered more credible than social media. Although media consumption is high, 25% of respondents avoid news, citing psychological stress and lack of trust. Trust in political institutions is low, with only 12% expressing high trust. There is a moderate correlation between media trust and WTP, indicating that trust influences payment behaviour. Political trust also correlates with WTP and media expenditure, suggesting that those with higher trust in political institutions are more likely to support paid news.

Regression analysis shows that higher education and larger households predict higher WTP, while older age, being female, and living in rural areas predict lower WTP. Media use is also a significant predictor, with frequent media users showing higher WTP. Political trust independently predicts WTP, and its interaction with media trust further strengthens this relationship. Media trust remains a significant predictor of WTP across models, though its effect weakens when political trust is considered. When media expenditure is analysed as the dependent variable, similar patterns emerge, though with lower explanatory power. Income significantly influences media expenditure, while media trust loses significance in complex models.

Trust in the media is important for both democratic and economic reasons. Trust enables informed citizenship and financial stability for media organisations. The survey results confirm that trust strongly predicts WTP and media expenditure. As the pandemic increased scepticism toward media due to misinformation and political biases, and social media has further weakened traditional media, trust has become even more critical for securing paid subscriptions. Consumers prioritise credible media brands, which influences their willingness to pay. Therefore, media organisations must focus on rebuilding trust and demonstrating the value of their content.

To restore trust, transparency is essential. Providing insight into journalistic processes can help regain credibility. Fact-checking, ethical reporting, and clear labelling of content can also enhance trust. Accountability is another key factor, requiring strict ethical standards and swift correction of inaccuracies. Engaging with audiences and considering their perspectives can strengthen trust and loyalty.

Beyond trust, understanding other factors influencing WTP is crucial for media sustainability. Socio-demographic factors play a role, highlighting the need for flexible pricing strategies such as micropayments. Regular news consumers tend to trust the media more and are more inclined to pay for content. Advanced data analytics and AI can help tailor content recommendations and increase engagement.

While quality journalism is important, media companies must also focus on branding and marketing. Consumers’ willingness to pay depends not only on content quality but also on brand perception. Strong media brands create competitive advantages, increase perceived value, and drive higher WTP. Marketing and psychology research emphasise the importance of brand trust, yet this remains an underexplored area in media studies.

Voci, D., Karmasin, M., Luef, S., Förster, S., & Kaltenbrunner, A. (2024). Trust has a price?! Unraveling the dynamics between trust in the media and the willingness to pay in the post-pandemic scenario. Journalism, 0(0). https://doi.org/10.1177/14648849241311101

Martin Kotynek, Founding Director of the Media Forward Fund, stresses the need for sustainable business models in journalism to strengthen democracy, shares insights to their funding model focusing on user-centric independent media in Germany, Austria, and Switzerland, and highlights the growing role of pooled funds.

Why is it important for the Media Forward Fund to support journalism?

 We want to contribute to more quality journalism with strong business models. Right now, there is a big transformation crisis happening in the media, and we want to support the development of new business models that make journalism more sustainable in the long term. Through that, we want to strengthen democracies in our societies, which are also right now in a crisis.

Which outlets are eligible for funding, what are your criteria?

We have 24 selection criteria in five pillars. Number one is “transformation”: We fund media organisations that serve the common good and can both sustainably strengthen media’s role in society and create transformative benefits for the media sector. Other news organisations can learn from the experience of our grantees, to help the whole industry.

The second pillar is “user focus.” News products, which sound like a fantastic idea to the journalists who make it, but don’t really serve the needs of users, often fail. We want to make sure that there is a real user need, and that the information is trustworthy to the audience – also a necessity for commercial success.

We have “diversity” as our third pillar because there are underserved communities which have been widely neglected by journalism so far. We especially want to support media organisations that report for these communities. At best, these target groups are represented in the staff of the organisations.

Then we have “independence” as our fourth pillar. We do not see philanthropy as a business model for journalism. Media organisations need to be commercially independent from a single source of revenue to guarantee editorial independence. They will also be independent of us, we will never interfere in reporting.

And there is the fifth pillar, journalistic quality. We fund media organisations that base their work on recognised journalistic standards. At the heart of quality journalism are principles such as truthfulness, accuracy, objectivity, transparency, and independence. This is why we look at the organisation’s commitment to the principles of the press codex in its country of registration, the existence of established editorial standards, and institutionalised mechanisms to monitor compliance with those standards.

And there are geographical criteria, you have to have your headquarters in Germany, Austria, or Switzerland, and the majority of your revenues have to come from these three countries as well.

What do you think about the advantages of similar pooled funds?

 Pooled funds for journalism are becoming a global movement. There are MDIF’s Pluralis, IFPIM, and Civitates, with Press Forward in the US being the largest. More “cousins” of Press Forward are in the making right now; after Media Forward Fund began in Germany, Austria, and Switzerland, there are now similar initiatives in the UK, Canada, Brazil, and Australia. 

These philanthropic collaborations have many advantages. If several donors with a shared vision combine their funding, they have greater leverage to make change. Secondly, a pooled fund minimises the reputational risk for a funder. If you fund one single media organisation and it makes an error in reporting, or there is a mission drift, it might backfire to you. In a pooled fund it’s the fund’s responsibility; there’s a buffer. This is one of the reasons why we have a firewall between the funders and our independent jurors, who make all the funding decisions.

How do you provide support? Do you provide core or thematic funding? Do you also support outlets with training?

Smaller non-profit news organisations with up to 30 full time equivalent employees can get core funding. Everyone else – both for-profits and non-profits – can get project funding if there is at least a proof-of-concept and if the product or market fit can be shown. We want to see revenues first. We fund in the growth phase, because we have realised that there are several options for funding in the initial idea phase, but then there is a kind of “valley of death.” We want to bridge the idea phase and the phase when the media organisation is ready for an impact investment. Between these two phases, there is almost no money in the media market.

We support our grantees to grow their business model to show that it is sustainable. We bring in impact investors like Karma Capital Group, which is also a donor to Media Forward Fund. They get to know the grantees from the beginning, they see how they develop, how the teams work, and then it is much easier to make investment decisions for both sides. Journalists need to know that a potential investor doesn’t want to interfere in their reporting.

Our grantees also have access to our capacity building programme. They can get coaching, which is very individual, and they can take part in “deep dives” where we bring media organisations from all three countries together to share their experiences, work on their specific problems as a group, and learn from each other.

What is the most important lesson you have learned since the launch of the Fund?

 We learned that there is a lack of skill in media management, especially on the business side. We got 136 applications from the three countries in our first call, and we saw that there is really a need for upskilling in public value news organisations, especially on business issues. We want to contribute to that.

We are only half a year old, but up to this point, we thought that our capacity building and upskilling programme would be available only for our grantees.  But after we went through the applications, we realised that we have to play a role in upskilling potential grantees, too. So, we are going to extend our invitation to take part in our upskilling programme and in our “deep dives” to everyone who is potentially fundable.

What are the biggest challenges you have had to face so far?

We started with 4.5 million Euros, and half a year later we are at nine, but fundraising for journalism is quite complicated. Up until a few years ago, media was very profitable in general, and at least in our region, there was no need to make a philanthropic contribution to media organisations. But now, as the old print models are really under pressure, the transformation crisis in the media has accelerated. So we learned that first we need to explain what is going on in the media market right now, and how this affects our democracy, in order to bring additional donors into the fund. We have 18 partners so far; many of them haven’t funded journalism before.

What was the biggest success story?

To quote Maribel Pérez Wadsworth, President and CEO of Knight Foundation, which is a funder of Media Forward Fund: “Foundations need to act at the speed of news.” We have been trying to do this from the very beginning. A year ago, there were five foundations which initially came together, now we are 18. It took us only half a year from the initial idea to the launch of the Fund and of our first call, and only one year to welcome our first grantees. Philanthropy can act “at the speed of news,” if foundations collaborate with a shared vision.

Do you have any special advice for organisations that have not funded journalism yet but are thinking about doing so?

“Whatever your first funding topic is: Journalism should be your second” – that’s one of my favourite quotes from John Palfrey, President of John D. and Catherine T. MacArthur Foundation, which is an initiator of Media Forward Fund. Whatever you want to change in the world, you need journalism to explain it to the public, to criticise it if things go wrong, and to make sure there’s a common understanding of the facts, so that we can make informed decisions as a society.

The sudden freeze on USAID funding has sent shockwaves through independent newsrooms across Europe. With grants halted and uncertainty looming, many smaller outlets face closure, while larger ones brace for financial strain. As autocratic leaders may seize the moment to tighten control, experts are calling on European institutions and private donors to fill the sudden gap and prevent long-term damage to media pluralism.

On January 20, US President Donald Trump issued an executive order requiring all federal agencies to halt foreign development aid for 90 days. The directive, which took effect on January 24, applies to foreign funding managed by the State Department and the United States Agency for International Development (USAID). The administration stated that the review aims to ensure alignment with the President’s foreign policy.

USAID’s Critical Role in Supporting Independent Media

The US has long been the world’s largest provider of humanitarian aid. Through USAID, it has distributed billions of dollars in development assistance in more than 100 countries. The US government has also been the largest public donor to media development, supporting independent media as a core component of USAID’s mission since the 1980s.

“US public funding has played a crucial role in strengthening independent public interest journalism throughout the world. Particularly in Central and Eastern Europe, it has been one of the few key funders,” says Ebru Akgün, Programme Manager at Adessium Foundation and a Co-Chair of Journalism Funders Forum.

In the 2022 financial year, USAID invested approximately $130 million (EUR 123.9 million) to support media and the free flow of information. In 2023, the agency funded training and support for 6,200 journalists, 707 non-state news outlets, and 279 media-sector civil society organisations dedicated to strengthening independent media. For 2025, US Congress had allocated $268,376,000 (EUR 255.8 million) in foreign aid funding to support independent media and access to information.

USAID programmes have helped journalists expand their reach, secure sustainable revenue, and leverage digital tools to engage audiences. The agency has also worked to protect journalists from digital, legal, psychological, and physical threats while promoting professionalism and media management skills.

“USAID grants have allowed many independent media outlets to survive, especially in challenging environments,” says Marius Dragomir, Director of the Media and Journalism Research Center (MJRC). “For most independent media, grants are a major source of income. In many cases, they represent the largest part of their budget,” he continues.

Zselyke Csaky, a Senior Research Fellow at the Centre for European Reform, does not believe that these funds will return. According to her sources, with the shutdown of USAID’s Central Europe programme, originally launched in 2022, only 10-30% of grant funding will remain available in the region compared to three years ago. 

The Financial Fallout

“This freeze means that some news outlets will be hit disproportionally, which will undermine the role of journalism in holding power to account. This will have consequences for all journalism funders, including funders like Adessium Foundation who do not fund news outlets directly in the region. The network of our grantee partners will be affected and thus the entire ecosystem we aim to support,” notes Akgün.

According to the European Federation of Journalists (EFJ), the freeze affects dozens of news organisations in more than 30 countries. The announcement came as a shock to many of them. “The general feeling is panic. Panic is the only way to describe the situation,” Karol Luczka, Eastern Europe Advocacy Lead at the International Press Institute (IPI), told Voice of America.

Local, national, and international journalist organisations have all been affected. For example, the Organized Crime and Corruption Reporting Project (OCCRP) received $7 million (EUR 6.7 million) from US government programs, which constitutes about 38% of its budget. “We are operating as if the reduction in funding will be permanent. Almost all grants have ended to our member centres, and global training, security, cloud computing, and country level programs have been affected,” says Drew Sullivan, OCCRP’s Co-Founder and Publisher. “82 percent of our partner subgrants were cut and almost all funding by OCCRP has stopped to our media member centres. Some of them lost most – or even all – of their funding and are struggling to continue operating,” he adds.

“The best-case scenario is that many organisations will have to downsize operations. Many of our contacts have commented that the freeze is a major blow for them. Dozens have already lost their jobs. There are outlets that will face closure,” explains Dragomir, adding that larger organisations with more diverse funding sources will be less affected, but many smaller ones “will face extinction.” Csaky agrees: “The freeze will cause the most problems for smaller, rural news organisations, especially in countries where diverse funding sources are not yet available.”

According to Reuters, Hungary is one of the countries most affected by the freeze. One of the most important projects to support independent media has been suspended, which amounted to HUF 173 million (EUR 430 thousand), affecting dozens of projects aimed at strengthening and sustaining independent local and national public-interest media, or at supporting media literacy and journalism training.

Other USAID-funded media programmes in the country have also been suspended. Tamás Bodoky, Managing Editor of Átlátszó, an investigative outlet, told Reuters that USAID indirectly funded 10-15% of their budget in 2023-2024. They will now seek new donors and expand crowdfunding efforts. Others will have to postpone planned projects, such as the weekly Magyar Hang, where USAID grants constituted 5% of the budget. As its Editor-in-Chief Zsombor György told Balkan Insight, the outlet had planned to invest in a studio and equipment but will now postpone the project.

Ágnes Urbán of Mérték Media Monitor, an NGO, warns that while larger outlets may endure, smaller regional media could suffer serious consequences, as they lack the resources to invest in their future. According to MJRC sources, for some rural outlets, where these grants made up nearly half their funding, survival itself is now in jeopardy.

There are serious consequences in other countries in Eastern Europe and the Balkans. In Moldova, Anastasia Condruc, Editor-in-Chief of Moldova.org, described the situation as ‘dire’. “Around 75% of our budget comes from European and American grants. For now, we have the budget for salaries for the month of February and a bit of March,” she said to The Fix. SDK in North Macedonia is also under severe threat. “[USAID-funded] projects contribute 25% of the newsroom’s budget,” Editor-in-Chief Goran Mihajlovski said. The uncertainty is forcing newsrooms like SDK to reconsider their financial strategies to ensure their survival.

The situation is even more critical in war-torn Ukraine, where media outlets heavily depend on international funding. “Almost 90% of Ukrainian media receives foreign funding,” notes Csaky. Bohdan Lohvynenko, founder of the online news portal Ukraïner, revealed to The Guardian that more than 80% of their funding came from the US, leaving them in a precarious position. “There is no viable advertising market for war reporting, leaving us with community support or a paywall model,” he explained. Raising funds in a country at war, however, remains a major challenge.

Other Ukrainian outlets are similarly affected. As Anna Babinets, Editor-in-Chief of Slidstvo.Info, stated, “80% of our financing is from US government money.” The uncertainty is already causing job losses across the sector. “Some will survive, but many will not,” said Katerina Sergatskova, co-founder of the 2402 Foundation, which supports and trains journalists.

In Belarus, where the independent press already faces harsh repression, the freeze could be catastrophic. Natalia Belikova of Press Club Belarus noted that 70% of their funding comes from US federal sources. “They are at risk of fading away and gradually disappearing,” she warned, emphasising that without independent media, state propaganda would dominate public discourse.

The funding freeze has hit exiled media outlets even harder, and they may need drastic measures to stay afloat. Katerina Abramova, Communications Director for Meduza, a leading exiled Russian outlet, told Reporters Without Borders (RSF) that funding reviews could drag on indefinitely. “We can’t monetise our audience, and crowdfunding has limits—especially when donating to Meduza is a crime in Russia,” she said.

Csaky warns of another consequence of the freeze: many news organisations supported by USAID also received EU grants, which usually require co-financing. However, for some, these two were essentially the only sources of funding, meaning they could now lose both, as they will no longer be able to co-finance EU-supported projects.

The Dangerous Ripple Effect of the Freeze

The freeze on funding could have far-reaching consequences beyond financial constraints. In Hungary, Prime Minister Viktor Orbán, who has reshaped the media landscape by capturing the regulatory body and the public service broadcaster and forcing private media outlets to close or fall into the hands of pro-government owners, has quickly stated his intention to eliminate “foreign networks” of NGOs and media critical of his regime. According to news reports, at a party meeting he specifically mentioned that those organisations that received funding from USAID should be “banned from Hungary.”

This has raised concerns that the freeze will encourage other illiberal governments to crack down on media deemed unfriendly, as autocratic leaders now feel empowered, says Csaky. Similar measures, such as imposing “foreign agent laws,” will make the financial situation of independent media even more difficult. “Even if new donors emerge, actually accessing their grants will be very difficult in such environments,” she argues.

Dragomir also warns that similar trends are likely to emerge elsewhere. In countries with a high level of media capture and limited space for independent journalism, the situation will worsen, leading to a “growing dominance of the government-funded media model” and further damaging the news ecosystem.

The decline in independent news outlets could also lead to an increase in misinformation, Clayton Weimers, Executive Director of RSF US argued to The Guardian. “When you pull reliable sources of information, that vacuum will be filled with less reliable sources [such as] state propagandists,” he said. Babinets added that, since the funding freeze, fake stories have already started to circulate on anonymous Telegram channels and websites, echoing Russian disinformation narratives.

What Donors, Governments, and the Public Can Do

According to Sullivan, affected news organisations “should explore any revenue generating option that they have not pursued yet, including donations from readership, fees for service programs, and advertisement. Donors are likely overwhelmed with requests for support, but they could look toward local philanthropy first for commitments. They should also consider changing their business models and starting to publish on some of the platforms that offer revenue from readership such as Substack.”

The funding freeze has indeed forced some news organisations to turn to their audience for financial support. For example, Moldova.org launched a crowdfunding campaign on Patreon and sought new revenue sources. SDK in North Macedonia also relies on donations, but the impact has been minimal, covering only 3–5% of the budget. Meanwhile, the Kyiv Independent, itself unaffected by the freeze, has fundraised to support struggling outlets. Slidstvo.Info has also launched an online campaign, hoping to secure additional funding. However, with the ongoing war, donation appeals are easily overlooked.

Dragomir offers a pessimistic view, emphasising that there is little to be done in the short term. “For many organisations, it took years to build their business model, and grants were a major source. This dependency is not ideal, of course, and some were aware of it, but nobody thought that something like this would happen,” he says. “New revenue takes time to develop and is not an instant solution. We are trying to help them as much as possible, and we have set up a regranting mechanism to assist them in their transition. Any donations are welcome,” Sullivan notes, adding that “realistically, the opportunity for local funding is minimal. Some local audiences have little or no disposable income. In some cases, some organisations will close.”

While media outlets must diversify their revenue streams, many have already been attempting to do so for years, with limited success. In the short term, “mobilisation across Europe is needed,” Dragomir argues.

Akgün highlights the responsibility of funders in ensuring the survival of independent media. “As funders, we need to collaborate to make sure that the infrastructure that has been built for decades can continue to do the crucial work that is needed to protect and foster democracy,” she notes. The European Federation of Journalists echoes this sentiment, with President Maja Sever calling on European institutions and foundations to coordinate efforts in safeguarding media pluralism and supporting independent journalism. “The European Union and other donors cannot abandon to their fate journalists who are the best bulwark for defending the rule of law and democracy in countries where they are under threat,” she wrote in a statement.

The Global Forum for Media Development has also issued an urgent call for action, urging governments, donors, and stakeholders to respond immediately. They advocate for unrestricting existing grants to allow greater flexibility in fund allocation, establishing emergency budget lines for public interest media, and increasing funding while streamlining administrative processes. They also stress the need for better donor coordination and the importance of addressing long-term structural challenges to build resilience within the sector.

A quick reaction is most important, says Csaky: “These outlets need the money now, within the next couple of months; otherwise, they may have to shut down.” She believes that now is the time for new donors to step up, as rebuilding the news ecosystem after a collapse would be much more difficult. “Governments that recognise the importance of independent media could introduce incentives to make supporting it worthwhile, which would add significant value,” she continues, adding that pooled funds could also offer a viable solution, as they ensure that grants do not depend on a single donor.

Nevertheless, Dragomir thinks that in the long term, “news organisations need to start to understand their public better. They need to try to start a dialogue with them, but also to engage more with the private sector beyond advertising.” As he argues, there are businesses that understand the importance of independent media, but “a more proactive approach is needed from media outlets to make them more aware of the situation,” and understand why supporting independent media would be mutually beneficial.