MJRC · Research programme
Media Sustainability
Financial resilience.
Editorial independence.
We study how journalism can be funded, supported and sustained while serving the public interest.
Funding journalism.
Protecting its purpose.
Subscriptions, memberships, crowdfunding and other audience contributions are important sources of support. Our research also looks at how private businesses and philanthropies can help newsrooms develop more diverse and dependable revenues.
We examine the incentives behind funding decisions, the barriers that keep businesses and journalism apart, and the risks that financial dependence can pose to editorial freedom. Through comparative studies and country research, we explore approaches that strengthen both financial viability and journalism’s public value.
How the business community can support journalism
Public studies
Explore research on the relationships between businesses and independent media, the models that support journalism, and the conditions that help protect editorial freedom.
Investing in Facts · Overview report
Investing in Facts: How the Business Community Can Support a Healthy Infosphere
Why should businesses invest in independent journalism, and what makes that support work? Drawing on research in Czechia, Romania and Serbia, this report examines advertising, sponsorship, philanthropy and pooled funding. It explores barriers to cooperation and ways to build stronger relationships without compromising editorial independence.
Czechia · Country study
How the Business Community Supports a Healthy Infosphere in Czechia
An examination of business support for independent news and initiatives tackling disinformation. The study explores the role of the Endowment Fund for Independent Journalism, cooperation between companies and civil society, and safeguards that help journalists accept funding while protecting their editorial independence.
Read the study (PDF): Czechia (opens in a new tab)Romania · Country study
It’s All about People: Supporting Journalism in Romania
Case studies of individual donors, business-backed publishing and efforts to allocate advertising on ethical grounds. The report examines the relationships between companies and journalists, the tensions surrounding financial support, and the importance of mutual understanding and sustained commitment.
Read the study (PDF): Romania (opens in a new tab)Serbia · Country study
Private Sector Support for a Healthy Infosphere in Serbia
An analysis of business engagement with journalism in a media market shaped by political influence. The report examines barriers to private support and the potential of pooled funding, media associations and collective fundraising to support credible news while limiting interference in editorial decisions.
Read the study (PDF): Serbia (opens in a new tab)The Investing in Facts project was supported by the Center for International Private Enterprise (CIPE) (opens in a new tab) and the Center for International Media Assistance (CIMA) (opens in a new tab). The overview and these country studies were published by CIMA.
Argentina · MJRC study
Surviving the Financial Thunderstorm: Can Corporate Argentina Save Its Fourth Estate?
How do Argentine media outlets navigate financial pressure while protecting their independence? This study examines what motivates companies to support journalism, the differences between advertising and institutional support, and the opportunities and limits of corporate partnerships. It considers what these relationships mean for both large and small news organisations.
Partner research
Research for MJRC’s partners
Research on media trust, advertising, telecommunications and financial models, shared within MJRC’s partner network.
Available to MJRC’s partners. Not publicly available.
Media trust
A Map of Journalism Trust and Media Rating Initiatives
This study maps initiatives that assess the trustworthiness and quality of news outlets. It compares who carries out these assessments and how their methodologies work, helping partners understand the strengths and limits of media ratings used in advertising and funding decisions.
For MJRC partners · Not public
Advertising decisions
Surveying Advertisers: How Advertising Spending Decisions Are Made
This study examines how advertisers choose media outlets and allocate their spending. It looks at the criteria behind those decisions and the role that trust in journalism can play in directing business support toward independent news.
For MJRC partners · Not public
Telecommunications
Telecoms and Content: How Telecommunications Companies Can Shape the Media Ecosystem
This research examines how telecommunications companies use their position in content distribution to shape the news available to audiences. It considers their role across mobile services and internet-connected household devices, and what that influence means for the media ecosystem.
For MJRC partners · Not public
Rewiring the advertising model
New Approaches to Advertising Aimed at Supporting Independent Media
This study documents advertising models designed to support media outlets and journalistic initiatives for the public value they create. It explores ways to connect advertising spending with the sustainability of independent journalism.
For MJRC partners · Not public
Media funds
Trends in Media Funds: Key Players, Impact and Strategies
This study maps funds created to support media and journalism, examining the organisations behind them, their approaches and their impact. It identifies useful practices and recurring challenges for businesses and philanthropies interested in establishing or supporting media funding mechanisms.
For MJRC partners · Not public
Profitability in the media
Study of the Structures of Costs and Income of Media Companies
This research compares media companies’ income sources and cost structures during the transition to the digital economy. Drawing on cases from Czechia, Poland, Romania, Myanmar, Bolivia and Indonesia, it examines how changing revenues and expenditure shape financial viability.
For MJRC partners · Not public
MJRC partners can contact mjrc@journalismresearch.org to discuss access to this research.
The people behind the research
Our research community
This work brings together researchers and media experts with experience across different markets and funding environments. Contributors include:
- Ioana Avadani
- Binod Bhattarai
- Luis Miguel Carriedo
- Tatiana Chelli
- Marius Dragomir
- Giorgi Jangiani
- Nevena Krivokapić
- John Masuku
- Petar Radosavljev
- Jonáš Syrovátka
- Bouziane Zaid
Work with us
To discuss media sustainability research or access material available to MJRC’s partners, contact our team.
Invest in independent media research and join a community of practice.
MJRC takes no government money — so the questions we chase are set by the field, not by a funder. A contribution keeps our research and global analysis independent, and buys you a seat closer to the work: early access to new findings, invitations to small-group briefings, a place in our Supporters Circle, and the option to be listed on our Supporters Page.