J-schools will formalize the creator economy education

Facing a job market that had shed thousands of newsroom positions and a landscape where one-third of working journalists now identify as “creator journalists,” academia will have no choice but to pivot — or risk losing its relevance.

The journalism curriculum of the future won’t just teach students how to report the news; it will teach them how to be their own newsroom: part reporter, part product manager, part audience strategist and part small business owner.

While financial opportunity is a factor, the primary driver for these creator journalists is editorial and creative freedom. They’re finding new ways to connect with audiences by being transparent, authentic and approachable — traits audiences increasingly find lacking in traditional institutions.

Some journalism schools are already responding.

Syracuse University, for example, has launched the nation’s first academic center dedicated to the creator economy. My alma mater, The New School, offers a course specifically on starting an email newsletter. And my undergraduate university, Quinnipiac, now has an “Entrepreneurial Media” elective to empower students to “create content or products for viable media business ventures,” a class that didn’t exist just a few years ago. These programs aren’t meant to replace core journalism skills. Rather, it’s about applying those skills to new models. Reporting, verification and ethics are still important.

Students will learn that the creator economy is split between news influencers (those who thrive on takes and commentary) and creator journalists (those committed to verified, original reporting). Their education will focus on the latter. Building trust, therefore, isn’t just about good sourcing but also about learning to listen to and sustain a highly engaged small community whose feedback directly shapes niche coverage and ensures the business model.

As someone who reports on student media, this could mean more learning opportunities on the horizon for student journalists. With formal education on this kicking in, they’ll learn that understanding their audience isn’t just the business team’s responsibility. This will lead to more niche student publications covering specific beats on campus or, increasingly, filling the gaps in hyperlocal news coverage left by legacy media.

Many professional creator journalists struggle because they lack business skills. By 2026, the line between both roles (editorial and business) will have largely dissolved. Students in these programs won’t just graduate with clips, but also with an audience and a business plan. Those skills are relevant for those who want to freelance, too.

Journalism schools that fail to teach their students or, at least, offer courses on how to build an audience, manage a product and create a sustainable business model will be failing their students.