Don’t listen to the naysayers

New technologies are bringing constant change, but there are more jobs than many imagine

Journalism is shaped by technological advances, shifting reader habits, and societal changes. For more than two decades, the National Council for the Training of Journalists has researched developments to offer insights into the state of the profession. Our latest report, Journalists at Work, includes feedback from more than 1,000 journalists and shows how they are managing in a post-pandemic world marked by rapid digitalisation, economic pressures, and heightened awareness around diversity and inclusion.

Perhaps unsurprisingly, one of our most striking findings is the increasing dominance of digital media. With the majority (85 per cent) of journalists now producing content for online platforms, and 58 per cent mainly for online platforms, the profession has shifted from traditional print journalism. This transition, while gradual over the past decade, has accelerated in recent years with the proliferation of mobile technology and social media platforms. It’s no exaggeration to call this a revolution; print journalism as the main platform has declined from 45 per cent in 2018 to 17 per cent in 2024.

The report confirms that digital skills are no longer a specialism but a core requirement for modern journalists. Video editing, social media management and data visualisation have become essential tools in the journalist’s arsenal. The number of journalists involved in digital content creation has surged, and those without digital expertise often find themselves struggling to remain competitive in the marketplace.

However, this shift brings challenges. Journalists embracing multimedia storytelling are also facing increased workloads and faster deadlines. This "always-on" culture, where news stories are expected to be published within minutes, can lead to stress. Journalists are not only expected to write but also to shoot videos, create social media content and monitor engagement — with pressure to maintain the same editorial quality.

Another key finding is the continued rise in freelance journalism. As traditional, full-time employment opportunities in journalism have decreased, many journalists are turning to freelance work, a trend that has been magnified by the economic uncertainty brought on by the pandemic. According to the report, more than a third (39 per cent) of all journalists now work as freelancers, up from 28 per cent in 2012. This is significantly higher than the 13 per cent self-employment rate across the UK.

Freelancing offers journalists greater flexibility and the ability to choose the stories they want to cover, but it also comes with financial insecurity. Many freelancers report struggling with irregular income, lack of job security, and minimal benefits. The report emphasises that while freelancing can be rewarding, it is often challenging, especially for those who are new to the profession or have limited networks within the industry.

Diversity and inclusion has made slow progress in recent years. In my experience, newsrooms are increasingly aware of the need to reflect the diversity of the communities they serve. However, the report reveals that journalism remains less diverse than the UK workforce. At best, it’s a mixed picture, with certain demographic disparities persisting despite industry efforts. Journalism has a smaller representation of women and tends to be older, with a higher proportion of journalists identifying as white (91 per cent, compared to 85 per cent across the workforce).

Socio-economic diversity remains one of the most pressing issues highlighted by the report. Journalism continues to attract individuals from middle-class and affluent backgrounds, with nearly three-quarters of journalists coming from households with parents in higher-income professions. The barriers for those from working-class backgrounds remain high, often as a result of unpaid internships and employer expectations of extensive work experience, the costs of journalism training, and the nature of entry-level graduate jobs in the field. This lack of socio-economic diversity not only limits opportunities for individuals but also restricts the range of perspectives within the news media. We need a radical overhaul of recruitment practices and culture to make a difference.

Discrimination is also an issue, with nearly 23 per cent of journalists reporting experiences of bias. Groups most affected include women, older journalists, non-white journalists, those with disabilities, and LGBTQ+ individuals, highlighting challenges in fostering a more inclusive journalism field. Interestingly, data from both the Labour Force Survey and the 2021 Census indicate that journalists are more likely to identify as gay, lesbian, or other non-heterosexual orientations than the general population.

The report provides a detailed breakdown of pay within the profession and reveals a mixed picture. The average journalist’s salary in the UK is now £34,500, substantially more than the average salary across all occupations and up from £27,500 in 2018 and 2012, but the report notes significant disparities between different types of journalism and demographics. Most are predictable: those in editorial management and section heads, those working in television, those developing content for broadcast-based platforms, and those working in London earn the highest average salaries. Higher average salaries are earned by male journalists, those from white ethnic groups and those without disabilities. Interestingly, journalists who currently use AI in their work earn higher average salaries.

Most journalists enjoy the freedom to work from home

Despite these reward issues, most journalists report high levels of job satisfaction, with 77 per cent saying they are either satisfied or very satisfied with their careers and 63 per cent saying they would recommend the profession to a young person. The satisfaction comes primarily from the intrinsic rewards of the profession, such as the ability to make a difference, the excitement of breaking news, and the intellectual stimulation and variety that journalism can provide.

Interesting first-time data from the Journalists at Work report suggests working at least partially from home is much more common for journalists than other occupations. Only 11 per cent say they never work from home and 38 per cent say being home-based is their main working pattern. Journalists generally view working from home favourably, with 50 per cent saying it makes working as a journalist more attractive and only 16 per cent saying it makes it less attractive. However, even among these generally positive views, issues with working from home are noted, particularly a sense of work isolation and reduced ability to learn from others.

The report points to the increasing importance of continuous learning and professional development, an obvious area of interest for those of us at the NCTJ who have been developing our Journalism Skills Academy to meet this demand. Journalism is not a static profession, and as new technologies emerge, journalists must constantly update their skills to stay relevant. The report highlights the need for journalists to be proficient not only in traditional reporting but also in new media skills such as data journalism, multimedia production, and social media analytics.

Many journalists feel underprepared for the technological demands of their roles, and more than half think they need new or additional skills to be more efficient. While the NCTJ and its partners are continually adapting, a significant skills gap remains, particularly in areas such as data-driven journalism, video production and artificial intelligence — 65 per cent of journalists have not yet used AI. There is a pressing leadership and management training need too: 53 per cent of editorial managers haven’t had any training in these areas. News organisations and the NCTJ must continue to invest in upskilling journalists to equip them with these skills.

This year’s report also explored concerns about the safety and well-being of journalists. With the rise of digital journalism and social media, more journalists are facing online harassment and threats, significantly affecting their mental health and wellbeing. The report reveals that 51 per cent of journalists say they have experienced some form of abuse, harassment or violence in their work, which is likely to have increased alongside the growing prominence of digital platforms.

In response, many journalists, employers and industry bodies such as the NCTJ are prioritising resilience, with training and support networks becoming more important. The report emphasises the need for news organisations to provide robust support systems, such as mental health resources, anti-harassment policies and safety training, to protect their staff.

Perhaps the most important finding is the resilience of journalism. It continues to attract passionate individuals who are dedicated to informing the public and holding power to account. As the industry continues to evolve, the role of the journalist will remain vital — and those who adapt to the changing landscape will shape the future of news.