Media entrepreneurs urge students to start small and build sustainable businesses

Media entrepreneurs urge students to start small and build sustainable businesses By Ndimphiwe Mpongoma The third and final RUJobReady 2026 webinar, Making Your Own Way: Entrepreneurship and Independent Practice, held on Wednesday at Rhodes University’s Africa Media Matrix building, encouraged aspiring journalists and media professionals to identify gaps in the market, develop sustainable business models and create their own opportunities rather than wait for employment or funding. The discussion featured Alistair Otter, co-founder of MediaHack Collective and The Outlier; Slindile Khanyile, co-founder of the isiZulu financial publication Mbele; and Rhodes journalism alumna and creative producer Lolu Ncukana. Otter shared how retrenchment and the covid-19 pandemic led him and his partner, Laura Grant, to establish MediaHack Collective in 2020. Their initial work involved collecting and presenting covid-19 statistics through accessible data visualisations. The project attracted thousands of users seeking reliable information about infections and other developments. Otter explained that the experience demonstrated how journalism could serve audiences through information that directly affected their lives. The organisation subsequently expanded its reporting to include electricity, elections, education, and other issues, eventually developing The Outlier, a data-focused publication. He emphasised that consistency and audience trust were essential to building an independent media business. According to Otter, The Outlier has attracted more than 10,000 subscribers through regular publication and maintaining quality. He encouraged aspiring entrepreneurs to develop examples of their work before approaching potential funders or clients. He also warned against relying on a single source of income, recommending a combination of advertising, subscriptions, training, and project funding. Khanyile shared how her experience in financial journalism and indigenous-language newsrooms helped her identify a gap in South Africa’s media industry. She explained that financial journalism had largely been produced in English and Afrikaans, excluding audiences who preferred receiving information in indigenous languages. This informed the establishment of Mbele, an isiZulu financial publication launched in 2020. Khanyile emphasised that entrepreneurs should understand their audiences before choosing platforms or developing products. She explained that Mbele introduced a print magazine after recognising demand among its readers, despite initially focusing on digital publishing. The publication produces six print editions annually to manage production costs. She also cautioned against rushing to expand businesses without considering financial sustainability. Khanyile said entrepreneurs must understand pricing, cash flow, operational expenses and payment arrangements to avoid financial difficulties. She acknowledged that her business initially undercharged clients because it failed to account for the additional costs associated with operating a growing company. Ncukana reflected on her journey from Rhodes University into television production, advertising and entrepreneurship. Her career included working with Viacom International Media Networks Africa and television productions such as Expresso and Afternoon Express. She encouraged students not to compare their professional progress with that of their peers, explaining that career paths often develop differently from what graduates initially anticipate. Ncukana emphasised the importance of maintaining professional relationships, noting that former colleagues and contacts can become clients or collaborators. She also encouraged students to begin developing their ideas rather than waiting until all resources were available. “You’re never going to feel ready,” she said, explaining that entrepreneurs need practical evidence of their abilities to attract clients and funding. During the question-and-answer session, students raised concerns about pricing services, balancing work and personal responsibilities, finding business partners and transitioning into creative industries. Responding to questions about partnerships, Otter suggested working with people who possess complementary skills, particularly combining creative expertise with financial knowledge. Khanyile advised students to consider shared values before entering business partnerships, while Ncukana emphasised the importance of support networks. The panellists also challenged the perception that entrepreneurship guarantees immediate financial independence. Otter warned that producing quality journalism alone does not necessarily generate revenue, while Khanyile argued that sustaining self-employment is itself a meaningful achievement. The discussion reinforced that independent practice requires more than creativity. Financial literacy, adaptability, professional relationships and understanding audience needs are equally important. For students preparing to enter an uncertain media industry, the final webinar offered a practical message: building a career may require creating opportunities, developing sustainable ideas and remaining willing to learn beyond the classroom.