In the third episode of SoMoCast, the guest was Maja Blumenšajn, Director of New Media at Nova TV and a member of the Croatian Digital Publishers Association (HUDI). She shared her thoughts on digital media, the challenges of modern journalism, and the future of the media industry in Croatia. Her professional journey from aspiring journalist to leading the digital world of Nova TV has been filled with numerous milestones, leading her to become a key figure in the development of digital content and platforms.
From Journalist to Digital Media Leader
Maja always had a love for journalism, but her career took a different path. Although she dreamed of becoming a journalist, she chose to study political science at university and later specialized in political marketing and public relations. This shift led her to creative marketing, where she worked in agencies before taking on the challenge in the media industry.
“I initially thought I would be a journalist, but fate led me toward marketing and digital media,” Maja recalls, explaining how her time in creative agencies provided valuable experience that later prepared her for the digital era. When she joined Nova TV, digital media was just starting to gain traction, but she immediately recognized its potential. Today, she leads a large team of over 80 people who develop digital strategies for various Nova TV portals, including popular platforms like “Kreni Zdravo,” “Punkufer,” and “Zadovoljna.”
“I believe everyone should work in an agency at least once – it’s intense, but you learn so much in a short time,” she adds, reflecting on her early days in the industry.
Degradation of Journalism and the Impact of Algorithms
One of the main topics of discussion was the degradation of the journalism profession and the changes journalists face today. Maja clearly expressed her views on the challenges journalists encounter in the modern world. “It’s definitely harder to be a journalist today than it was 20 years ago,” she says, pointing out that change cycles are shorter, and the pressure on journalists is greater. “Trends no longer change annually, but almost quarterly,” she explains, which puts enormous pressure on journalists to stay updated with new tools, topics, and technologies.
Additionally, social media algorithms and online platforms now dictate content popularity, often leaving less room for editorial autonomy. “Algorithms choose what will be popular, and editors are losing control over content,” says Maja, adding that she hopes the journalism profession will return to its roots as users begin to appreciate quality content more.
Monetization and Revenue Diversification in the Digital Age
The challenges of monetizing media in the digital age have not bypassed Nova TV. Maja explained how relying on a single source of revenue, such as traditional advertising, is no longer an option. “Diversification is key. Programmatic advertising is growing, but today’s clients expect a personalized approach and higher-quality production,” she explains.
Native content, personalized advertising approaches, and campaigns deeply integrated with topics that interest readers are now more important than ever. “Clients today expect a more personal approach, which raises quality but also increases production costs,” Maja says. Additionally, Nova TV is making efforts to adapt to upcoming challenges, such as the phase-out of third-party cookies, which will change how audiences are targeted through programmatic advertising.
Influencers as Competition for Traditional Media
Another key topic was the growing influence of influencers in the market. Maja believes that influencers pose increasing competition to the media, but their authenticity is becoming more questionable. “I think influencers have lost their authenticity because they try to cover too many different topics,” she points out. However, they have become an integral part of every campaign, which means that media must find ways to collaborate with them or integrate them into their strategies.
“When we organize events, clients expect influencers to be present. It has become standard,” Maja explains, adding that she believes this area will soon be regulated, as it currently operates in a fairly unregulated “gray zone.”
Local Content – The Key to Success in a Globalized World
Despite the dominance of global platforms and topics, Maja believes that local content will never lose its importance. “People always want to read stories that relate to their community, everyday topics, and problems they can identify with,” she says. Nova TV recognized this need and developed a range of niche portals covering specific interests, from health to travel, building a stable portfolio of digital products.
“No matter what happens in the world, there will always be a demand for local content, and our mission is to meet those specific audience needs,” Maja concludes.
If you’re interested in learning more about how niche media can succeed in today’s challenging environment, check out the third episode of SoMoCast.
You can follow all the latest updates on this year’s edition through the SoMo Borac newsletter, the website, and SoMo Borac’s Facebook, Instagram and LinkedIn pages. While you wait for the latest information on what the organizers are preparing this year, you can listen to last year’s talks on the YouTube channel and don’t forget to get your ticket.
