Author: birnEU

On the second day of BIRN’s international digital media conference in Ohrid, Macedonia, more than 20 experts took part in panel discussions and workshops exploring how media outlets can achieve sustainability in today’s digital world, focusing on trust in journalism and on its financing models.

The conference, titled “Digital media: Quest for Sustainability”, was supported by the Kingdom of the Netherlands, with Dutch ambassador to Serbia Henk van den Dool delivering the opening address of the day, stressing that “media literacy is crucial.”

He also highlighted the importance of holding an event to discuss the state of digital media at a time when, for the seventh year in a row, worldwide internet freedom is on the decline.

During the first panel of the day, journalists from around the region discussed the current lack of trust in journalists and the media, and the ways in which publishers are trying to rebuild it.

“Journalists fear editors, editors are afraid of owners, media owners are scared of politicians, that’s the vicious cycle,” said Biljana Sekulovska, editor at Macedonian national broadcaster Nova TV.

Fellow panelist, BIRN Serbia Editor Slobodan Georgiev, claimed that “it looks like it has never been easier to be a journalist and at the same time it has never been harder to be a journalist.”

They were joined by Leila Bicakcic, the director of the Bosnian Center for Investigative Reporting, who also stressed that in terms of rebuilding trust in journalists, much of it comes down to the responsibility of the media itself.

“Lack of professional standards is an individual thing. We [media outlets] have to look at ourselves and how we can do better,” she said.

Separate panels also explored two media success stories; the founder of Serbian news site Juzne Vesti, Vitomir Ognjanovic, credited his outlet’s ability to given regional stories national appeal for their growth.

Meanwhile, Aleksandar Manasiev from Macedonian web portal Vidi vaka said that their focus on choosing underreported stories and combining them with short-form video production had extended their reach among the digital generation.

A special panel dedicated to marketing agencies was also presented, with the discussion focused on their role in working with digital publishers and promoting content online.

“The most important thing for us is to have media that publishes relevant and authentic content. Clicks are not enough,” said Ira Babic from Macedonian marketing agency Brand Union.

Leading a workshop during the event, co-founder of Dutch investigative outlet Follow the Money, Arne van der Wal, shared his belief that at a time when fast journalism is demanded, there remains value in taking time to produce quality content.

“It’s better to do one good story than five bad stories,” he stressed.

The two final panels of the day, wo other panels on how TV magazines can maintain editorial independence and on fact-checking concluded the day.

In the latter, Bardhyl Jashari, the Director of Macedonia’s Metamorphosis Foundation, stressed that the focus of their fact-checking is not on the media, but on the citizens to recognise propaganda.

BIRN’s conference ended on Sunday with a closing ceremony summarising the key points made over the two days prior.

Digital media in the Balkans can be sustainable, but probably won’t be any time soon, speakers on the first day of BIRN’s conference “Digital Media: Quest for sustainability”, in Ohrid, Macedonia, said.

Ideas, suggestions and ways to improve digital media sustainability in the region were brought up by various speakers.

Local media professionals, meanwhile, said they were not overly optimistic about becoming self-sustainable, but understand the need to achieve this at some point.

The first day of the two-and-a-half-day event, which is supported by Kingdom of the Netherlands, brought together representatives of the media, journalism associations, advertising and social media experts, as well as start-ups.

They exchanged experiences about best practices, developing cooperation and providing insight into a question that has troubled the global media industry for the past decade: how to achieve sustainability.

The opening remarks were made by BIRN Macedonia’s director, Ana Petruseva, and by the Ambassador of The Netherlands to Macedonia, Wouter Plomp.

“Not all the media have to be sustainable, but quality media outlets should be,” said Plomp.

In the first session, “Is there a one-size-fits-all solution to the challenge of media sustainability?” views were shared by Goran Mihajlovski, from the web portal sdk.mk, Pavle Zlatic, from Irex, Serbia, Elvira Jukic from the Media Centre, Bosnia and Herzegovina, and by Eraldin Fazliu, from Prishtina Insight, Kosovo, as well as by members of the audience.

Speakers said sustainability for the quality media remains a big challenge in the region, given the small size of markets, low advertising rates, political pressures and other reasons.

However, models that can be adopted, developed and implemented include crowdfunding, connecting with communities and improving the quality of media content.

Ivica Penic, of the Grow up Academy, spoke about using social media to find the best customers.

He broadcasted his presentation live on Facebook. One of his key points was that the time is over when all content could be offered to everybody at the same time.

“The currency is attention. You cannot share all content with everybody. Content is the king, distribution is the queen. Fun, interesting, useful. That’s the content that we’re looking for. Smartphones are no longer devices, but extensions of us,” Penic said.

Spreading “fake” news and propaganda through social media was also one of the topics, addressed by Andrej Petrovski, of the Share Foundation.

He said the ability of agencies to serve people tailor-made content based on their psychological profiles gives them power to control the system.

“The creators of fake news and propaganda know that media-literate people won’t believe them, but they also know that there are others that will,” he added.

Igor Trajkovski, from the first and biggest news aggregator, Time.mk, spoke about how the media can advance their ranking online.

He said there are four basic rules to follow: publish unique content, pay attention to the first paragraph of the story, use proper names, and publish fast and update.

Nina Angelovska and Zarko Dimitroski were speakers on the panel on how young people can create successful business models; both have been recognized by Forbes as young entrepreneurs.

They shared their experience on building their start-up projects “Grouper” and “Eden na eden”, and on how they built well-recognized brands.

Arne van der Wal shared his experience with the brand “Follow the money”, and spoke about how good content can make money.

“Build strong relations with the audience, make them members instead of subscribers, and sell a mission instead of a product,” he said.

Fighting irregular competition remains a challenge, as newsrooms lose audiences and market shares to one-person websites stealing and republishing their content.

“The fake media, the noisemakers, are creating a lot of trouble in the media field and need to be regulated,” said Katerina Sinadinovska, from the Media Ethics Council.

“Small, brave websites depend on taking content from others and are good for distributing the information to larger audiences,” said Srdjan Puhalo, a journalist from Bosnia and Herzegovina.

The conference continues with panels, case studies and workshops related to media sustainability.

The speakers and the guests will discuss rebuilding trust in the media, attracting the attention of advertisers and making money from investigating journalism without jeopardizing standards.

Between October 18 and 21, in Ohrid, BIRN Macedonia will bring together representatives of the media, journalism associations, advertising and social media experts, as well as start-ups, to exchange experiences of best practices, develop cooperation and provide insight into a question that has troubled the global media industry for the past decade: how to achieve sustainability.

The two-and-a-half-day event, which is supported by Kingdom of the Netherlands, and includes panels, case studies and workshops, aims to look at both the opportunities and challenges for the digital media in a hyper-competitive age.

Is there a one-size-fits-all model for the media? What business examples have succeeded and what models have failed? What can we learn from algorithms and news aggregation? How can media improve their content with different platforms and so engage wider audiences?

In the past years, the number of online media has exploded in the Balkans, with new sites emerging almost daily. At the same time, as social media take the lead, professional media are losing the battle to reach audiences.

As a result, most higher quality media content is lost in the noise created by tabloids, propaganda, so-called fake news and copy-paste items, which feed readers with poor content and lack critical thinking, accountability and transparency – in turn increasing distrust in the media.

Digital media in the Balkans have responded poorly to the new challenges of the “post-truth” era, and to the rise of echo chambers and misinformation, sticking to traditional tools instead of innovation.

Successful start-up entrepreneurs will share their personal stories and discuss how to open a start-up company, the likely impact of media start-ups, the potential for development of the media in the interactive digital space, and the potential for mergers of IT and media.

Speakers from the Balkans, but also from The Netherlands and other countries, will share tips and ideas on the strengths and weaknesses of different business models for media.

Among the questions they will address will be: what are the advantages of the subscription model versus membership, what advertisers want and how they identify their audiences – and what chances do “niche” media have in the region?

Click here to see the full agenda for the ‘Digital Media: Quest for Sustainability’ conference.