From experiment to revenue

Independent public interest media across Europe operate in a climate of persistent financial vulnerability, external political pressures, and rapid technological change. Despite widespread acknowledgement of the importance of sustainability, clarity remains elusive as to how small and medium-sized newsrooms – often limited by scarce resources and difficult market conditions – can realistically develop enduring revenue strategies.

Insights from an online knowledge exchange, organised under the Pluralistic Media for Democracy (PM4D) project, brought together representatives from 32 public interest media organisations across 11 EU member states. Designed as a peer-led forum, the session emphasised practical insights over abstract models, focusing on how media outlets have experimented with, adapted to, and learnt from revenue generation – highlighting both progress and setbacks in their ongoing quest for sustainability.

Two contributors anchored the discussion. Jan Belíček, founder, editor in chief and director of Deník Alarm (Czech Republic), shared a longitudinal perspective on building a community funded media organisation following the sudden loss of a primary philanthropic donor. Michał Kopiński, a media consultant working closely with local and regional outlets in Poland, offered a contrasting but complementary view shaped by supporting newsrooms operating in challenging advertising markets and highly competitive digital environments.

The session, which took place online in February 2026, also drew heavily on audience participation, with newsrooms from across Europe contributing their own experiences, questions and future priorities. The brief synthesises the main themes, tensions and conclusions that emerged, and is available in French, Hungarian, Polish, Portuguese, Romanian and English language.

Read more about Pluralistic Media for Democracy.

This activity is funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Education and Culture Executive Agency (EACEA). Neither the European Union nor the granting authority can be held responsible for them.