Building a 'tripod' of press-brand-technology to increase revenue

The traditional newspaper economic model is being severely challenged by changes in technology, user behavior and the new media order.

In an age where the speed of information distribution is outpacing the capacity to produce it, journalism cannot rely solely on advertising for revenue. The traditional journalism economic model is being severely challenged by changes in technology, consumer behavior, and the new media order.

That was the opinion of Mr. Nguyen Van Ba, Editor-in-Chief of Vietnamnet Newspaper at the National Press Forum 2025, a discussion session with the topic: "Revenue sources in the digital age: Not just advertising, newspapers must sell more things!" taking place on June 20.

Journalists do not just 'live' by ideals

According to Mr. Nguyen Van Ba, today, a newsroom is not only faced with the problem of "writing well" or "working quickly," but must answer a bigger question: The press is the "guide" for society in terms of information, awareness, and public opinion orientation, but in the digital age, that role is being challenged by a very practical question: What does the press live on?

Mr. Nguyen Van Ba ​​also believes that if journalism is considered a profession, then like any other profession, it must support itself. It cannot live on ideals forever. It cannot exist without cash flow.

Journalist Nguyen Van Ba, Editor-in-Chief of Vietnamnet Newspaper at the National Press Forum 2025. (Photo: Cong Luan)

“Traditional advertising is declining. Media services are risky. Events are easily commercialized. Fees have not yet reached their full potential. The state budget is necessary but cannot be the only source of support. How can we have enough money for newspapers to operate? And further: Can newspapers stand on their own merits without being dependent on others,” Mr. Ba raised the issue.

The Editor-in-Chief of Vietnamnet Newspaper emphasized that, in order to survive, newspapers must know how to “sell” more than just content. They must know how to create value beyond news, from in-depth information services, events, data, brand strategy consulting, to the trust they create. This is not only a challenge, but also a transformation in operational thinking.

Mr. Nguyen Van Ba ​​asked: What can the press learn from businesses in creating sustainable cash flow? Why can some newspapers "sell themselves" for millions of dollars, while others do not have enough budget to pay royalties? In the context of the digital economy, where are the limits and where are the opportunities for the press to become a real economic entity?

Sharing about revenue sources other than traditional advertising, Mr. Mai Ngoc Phuoc, Editor-in-Chief of Ho Chi Minh City Law Newspaper, said that the editorial office is struggling to have additional revenue sources, mainly from electronic newspapers and social networks.

Specifically, Ho Chi Minh City Law Newspaper has 4 sources of revenue from electronic newspapers and social networks (mostly Youtube and Zalo); organizing events; providing legal aid; and cooperating with technology companies.

Many young people attend the National Press Forum 2025. (Photo: Thanh Phuong/VNA)

Mr. Mai Ngoc Phuoc emphasized: “I request the editorial board to position the content as in-depth about law, not to stray off track. Brand positioning is a vital factor for the newspaper to have a sustainable source of income while still maintaining its principles and purposes.”

Sharing his opinion at the discussion session, Mr. Tran Xuan Toan, Deputy Editor-in-Chief of Tuoi Tre Newspaper, said that new sources of income in addition to traditional sources of income are a big challenge for current editorial offices.

For Tuoi Tre Newspaper, the current media advertising revenue still accounts for 65%, in addition to the revenue from financial investment, distribution, training, etc. With the independence and critical function of the press, content is always the deciding factor and keeps readers, thereby allowing the editorial offices to exploit advertising and communication, which is also the foundation for sustainable development.

“I believe that it is essential and sustainable for newspapers to survive on the payment of readers. With the current trend of readers shifting strongly from print newspapers to digital platforms, there are many challenges for press agencies,” said Mr. Toan.

Be creative in how you sell advertising.

Participating in the discussion, Ms. Phan Dang Tra My, Deputy General Director of Strategy at VCCorp, said that press revenue is drying up not because of poor content but because the value exploitation model is outdated.

Meanwhile, users are increasingly using two-way media platforms that interact with news. At the same time, businesses have shifted their budgets to platforms that are more measurable, optimized, and closely linked to the customer journey.

Ms. Phan Dang Tra My, Deputy General Director of Strategy, VCCorp. (Photo: Son Hai)

"Selling only traditional advertising will become an outdated business model that cannot grow. Newspapers need to update and innovate new forms of advertising products," Ms. Phan Dang Tra My emphasized.

According to Ms. Phan Dang Tra My, the press does not lack content to publish but lacks commercial products to sell to the market. Digital newsrooms should not only publish, but also proactively price, position and clearly define the values ​​that the press can transform into products.

In particular, the press needs to shift its focus from selling advertising and posting PR news to a business model that meets market needs: Providing marketing solutions and building brands through integrated communications.

“If we ourselves no longer value ourselves correctly, don't expect the market to do so,” Ms. My said.

Ms. My also emphasized that it is necessary to affirm the position and brand of journalism and build sustainable reputation for the business's media platform. In particular, it is necessary to ensure a safe and reputable advertising display environment, only cooperate with reputable and guaranteed news sites; say no to formats that disrupt the reader experience.

VCCorp's Deputy General Director of Strategy also believes that the press has a great advantage in quality content, to attract budget from businesses, especially for seasonal campaigns, so let's: Build a clear, pre-defined content plan that impacts the right target on special occasions.

“Press should join forces, innovate, maintain values ​​and not go it alone. Let's create a press-brand-technology alliance,” Ms. My emphasized./.

(Vietnam+)

Source: https://www.vietnamplus.vn/xay-dung-the-kieng-ba-chan-bao-chi-thuong-hieu-cong-nghe-de-tang-nguon-thu-post1045418.vnp