On June 20, during the National Journalism Forum at the 2025 National Press Fair, a panel discussion titled “Revenue in the digital age: Beyond advertising, journalism must sell more!” took place.

Journalism cannot survive without cash flow

The discussion attracted numerous speakers, media leaders, and business executives, moderated by Nguyen Van Ba, Editor-in-Chief of VietNamNet.

In his opening remarks, Ba emphasized that in today’s fast-paced information era, revenue is the lifeline of journalism, and it cannot rely solely on advertising.

The traditional journalism business model is under fierce pressure from changes in technology, user behavior, and a restructured media landscape.

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Editor-in-Chief of VietNamNet Nguyen Van Ba. Photo: Pham Hai

“Journalism guides society by providing information, awareness, and public opinion orientation, but in the digital era, that role faces a stark reality: How does journalism sustain itself?” Ba asked. He stressed that if journalism is a profession, like any other, it must be self-sustaining. Without revenue, it cannot survive.

“Traditional advertising is declining. Media services carry risks. Events easily become overly commercialized. Paywalls haven’t gained traction. While state funding is needed, it cannot be the sole support. How can we generate enough income for a newsroom to function? More importantly, can journalism stand independently, based on its own value?” he posed.

The way forward for journalism

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Many attendees joined the forum discussions. Photo: Pham Hai

Ba emphasized that survival requires journalism to sell more than just content. It must create value beyond news through specialized information services, events, data, brand strategy consulting, and trust. This challenge demands a transformational shift in operational thinking.

He questioned: What can journalism learn from businesses about sustainable revenue? Why are some media outlets valued in the millions of USD, while others can’t even pay their writers? Amid the digital economy, where are the limits - and the opportunities - for journalism to become a true economic entity?

Sharing her insights, Phan Dang Tra My, Deputy CEO of Strategy at VCCorp, noted that dwindling media revenue is not due to poor content, but outdated value exploitation models.

Users now prefer interactive, two-way media platforms, while businesses have shifted budgets to platforms offering measurable, optimized results that align with customer journeys.

“Relying solely on traditional PR is outdated and unsustainable. Journalism must innovate and create new ad formats,” My stressed.

She added, “Journalism does not lack content but lacks commercial products. Digital newsrooms must not just publish, but actively price, position, and define the values they can commercialize.”

She called for a shift from ad-selling to a business model that meets market demand - offering marketing solutions and brand building through integrated communication. “If we can’t properly value ourselves, we can’t expect the market to,” she concluded.

Mai Ngoc Phuoc, Editor-in-Chief of Phap Luat TPHCM, added that the rise of social media has posed immense challenges. Once reliant on print, his paper now primarily earns from its digital presence and social media.

With 1-1.2 million daily views on its e-newspaper and presence on 12 platforms - reaching 5 million daily views - the outlet’s credibility has drawn media advertisers.

He noted that legal-focused, in-depth content must be clearly positioned, and journalism must modernize to meet reader demand, starting with a crucial mindset shift.

Meanwhile, Tran Xuan Toan, Deputy Editor-in-Chief of Tuoi Tre, asserted that sustainable revenue must come from reader payment. This model applied to print must now succeed online - with collective efforts across the industry.

“Tuoi Tre or Phap Luat TPHCM or others alone can’t do it. Many international news outlets now thrive on reader subscriptions, generating millions monthly,” Toan stated.

He questioned why international media succeed where local outlets struggle, pointing first to copyright infringement. “It’s unacceptable that a reporter spends a week on an investigative piece, only for AI to copy it in seconds. We must rigorously tackle digital copyright theft,” he urged.

Special stamp issued to commemorate 100 years of Vietnam’s revolutionary journalism

Also during the 2025 National Press Fair, the Central Propaganda and Education Commission, Ministry of Science and Technology, Ministry of Culture, Sports and Tourism, Vietnam Journalists Association, and Vietnam Post Corporation jointly released a special postage stamp set: “Celebrating 100 Years of Vietnam’s Revolutionary Journalism (1925-2025).”

Designed by artist Nguyen Du of Vietnam Post, the set features one 43x32mm stamp in a modern, concise style. The central image shows the red flag with a yellow star, the portrait of President Ho Chi Minh - revered as the founding figure of Vietnam’s revolutionary press - and a pen-flagpole blending binary code, symbolizing sharpness, innovation, and the media’s digital transformation.

The stamp also highlights notable publications through revolutionary history: Thanh Nien, Nhan Dan, and the Communist Review, reflecting deep-rooted traditions and progress in Vietnam’s press.

More than a postal product, the stamp is a symbolic tribute, motivating journalists to uphold their mission in modern, humane journalism, and honoring generations who have dedicated themselves to serving the nation and its people.

N. Huyen