Having started my own newspaper in 2004, I appreciate the inevitable conflict between the artist and the bill-paying end of the newspaper or magazine publishing business. My journalists and freelance writers were always happy enough to attend the press gallery or media lunches, or investigate a dodgy construction contract; but getting them to write 500-words on backyard makeover features to facilitate advertising sales was always a battle.

I think journalists and freelance writers have to let go of any 'precious' attachments to outdated soapboxes and get in the mix. Drop "journalists should get paid more" and "employers should..." from the lexicon and instead start running their your own show.

Accomplished writers with industry experience and a little flair have the obvious jump on their younger colleagues and (hopefully) even better research skills, with a firmer finger on the pulse of this industry. This media publishing space is on fire and media entrepreneurs will be the winners. For better or worse 'pay-cheque journalists' are a dying breed, so asking 'is real journalism dead' belongs to an archaic mindset.

“Authenticity, authenticity!” I hear you screaming. Authenticity and the nobility that has always underpinned quality journalism, indeed quality content at all levels over many centuries, should not be sacrificed. One only has to compare a wasted 30-mins on a commercial news broadcast to the higher quality ABC to appreciate the importance of the 'fourth estate', the ever-watchful eye of media on the powers that pull the strings.

I am not suggesting for a moment that dignity or standards be sacrificed. There will always be an audience for quality journalism and without it we would all vote fascism. The challenge facing quality journalists and freelance writers is how to deliver that quality without a boss. Graduates are lining up for traineeships, writers in the Philippines will fill your website with keyword content at $5 an hour and the old ‘rivers of gold’ are parched.

Experienced journalists have just that - experience! Otherwise, the playing field is wide and suddenly leveled. People will pay for quality content, especially in such a massive glut of garbage. But good journalists can no longer simply put out the hand and expect a pay slip to land. They must be vigilant about updating their tools, seeking new forums and business models that reward quality reporting. While many journalists have fallen prey to the memorizing ‘PR’ carrot, I truly believe ample opportunity abounds for professional, skillful writers to earn an honourable living.

Start your own local news or niche publication – now there’s a thought!