Lily Canter, the report's author is a freelance money, health and lifestyle journalist, lecturer and journalism studies researcher.
Industry squeeze pushes publications to rely on 80% outsourced content as staff numbers plummet
Freelance journalism rates have barely budged in a quarter of a century, with some editors paying writers “not far off” what they offered 25 years ago, according to a report examining the state of the industry.
The State of Freelance Journalism Report 2024, compiled by Lily Canter in collaboration with Sheffield Hallam University, reveals an industry defined by budget constraints, falling staff numbers and an increasing reliance on self-employed journalists to fill the gaps. The research surveyed 400 freelance journalists and commissioning editors across print, digital, audio and television.
The freelance journalist demographic
Overall, the average demographic of a freelancer journalist is female (75%), middle-aged, highly educated (88% undergraduate or postgraduate degrees) and experienced (mid-career: 56% are aged 30–49, with 20% aged 50–59 and 14% under 30.) Most identify as white (83%), but ethnic diversity is higher than in typical staff-newsroom surveys, and 19% report a physical or mental impairment.
Freelance journalism pay
One magazine editor admitted their outlet has seen just one pay rise in six years, whilst a television production executive said rates “really haven’t changed for 15 years” even as large swathes of freelancers remain out of work.
“Most respondents weren’t satisfied with their pay,” said the report, with “a majority had turned down work over poor rates, and typical incomes clustered in the £20k–£40k band when all sources were included.”
Nearly three in four respondents (73%) were unhappy with their earnings. Looking at total income from all sources, the most common bands were £20k–£30k (19%) and £30k–£40k (18%), with meaningful groups at less than £5k (15%) and £40k–£50k (12%). Higher earners existed but were rare: £70k–£100k accounted for 2.5% and £100k+ just 1%.
Negotiation happened, but only a minority did it consistently, and per-word offers spanned a “striking” range from sub-10p lows to £1+ highs. The picture that emerged was one of a market where some can command premium rates, but many face a stubbornly low floor.
To make up for the income gap, a small percentage of freelance journalists are turning to self-generated income. The report found four in five (80%) did not currently self-generate income. Among those who did (20%), the most common routes were providing training courses (8%), premium/sponsored newsletters (7%) and selling guides/products (3%), with smaller numbers earning via podcasts, social media partnerships or ads (each ~1–2%).
Most freelance journalists did not have a Substack (77%). However, 12% ran a free-only Substack, 8% offered both free and paid Substack tiers, and 3% ran newsletters elsewhere; 1% ran paid-only Substacks.
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Freelancing on the side
Freelancing was the mainstay for many but not all, said the report:
Just under half (48%) derived at least three quarters of their income from freelance journalism, including 29% who relied on it entirely. At the other end, 30% earned less than a quarter of their income from freelancing, suggesting a sizeable cohort who blended journalism with other work to make ends meet.
Publications running on skeleton staff
The trend towards outsourcing has accelerated dramatically. One magazine now operates with just “one and a half” editorial staff members, with 80% of writing—plus subediting and some art direction—outsourced to freelancers.
At specialist publications, the model has become intentional: one editor and one staff reporter covering 70% of stories commissioned from freelancers worldwide, supported by set day rates for field reporting.
In audio, a senior editor estimated their freelancer pool at around 10% the size of staff, with up to half working at any given time.
Budget squeeze reshapes commissioning
Across platforms, editors described financial pressures that dictate everything from story selection to whom they hire. One senior audio editor called their use of freelancers “on a downward trend” due to intense budget scrutiny.
A features editor at a specialist outlet revealed their budget “hasn’t increased at all in five years,” forcing them to commission fewer pieces and lose talented writers to better-paying competitors.
The geographical disparity in rates was notable. One editor contrasted commissioning India-based features against US pieces that could consume “half my monthly budget.”
Reliability trumps prose
What separates one-off contributors from regular freelancers is increasingly about professionalism rather than writing quality alone, editors reported.
“Being good to work with is so important,” one editor explained, highlighting issues with unresponsiveness and counterproductive attitudes toward edits.
Another commissioning editor was pragmatic about what earned repeat work: “Someone who files on time… that kind of reliability,” plus “going the extra mile” for original quotes or sources.
A magazine editor went further, stating that punctuality with copy and invoices was “more important than the final copy” because early delivery allowed time for in-house editing.
Diversity through freelancing
Despite budget constraints, editors consistently viewed freelancing as crucial for broadening voices. One audio editor said bringing in freelancers “is really helpful with diversity,” particularly given limited staff hiring.
A global environment editor described prioritising locally based reporters and proactively seeking underrepresented voices rather than flying correspondents in.
SEO and commercial pressures mount
Commercial realities are reshaping briefs and job titles. One magazine editor noted “the names of the jobs have completely changed,” citing new roles like “digital commercial editor” whose “sole responsibility is commercial campaign stuff.”
Editors now balance service content and first-person formats with search performance in mind, with one noting that Google recognition of regular contributors helps content perform better.
Contract chaos continues
Contracting norms varied widely across the industry. One travel editor admitted: “We don’t really have anything clear on rights… we need something a bit more concrete.”
By contrast, some smaller publishers have codified policies, retaining copyright in published pieces whilst allowing writers to rework material elsewhere, with publishers carrying their own insurance for published content.
Larger sites typically funnelled everything through rights departments, defaulting to company ownership with limited room to negotiate.
Admin overload
The operational burden of managing freelance journalists and writers has intensified. One online editor said a single call-out could generate responses from 100 people, forcing them to use autoresponders.
“We haven’t quite nailed the finding people, the sorting through people, and the onboarding in the most time-efficient way possible,” they admitted.
What needs to change?
The report recaps the crux of the industry’s worst flaw: its ability to undervalue its most valuable asset: its talent. This mindset creates what researchers describe as a “productive tension” between a freelancer’s vocational commitment and financial reality.
The report’s author suggests journalism courses should include “practical” freelancing modules in journalism courses: pitching, pricing, contracts, invoicing, tax, and ethical use of AI tools in reporting and admin.
Freelancers must conduct themselves as business owners, not employees
Freelancers, especially those who have a vocational calling like journalists, must conduct themselves as businesses to earn respect and improve their chances for repeat engagement. The report suggests freelancers should:
1. Professionalise the pitch and the follow-up: “Use outlet-specific angles, show reporting feasibility, and be explicit about sources and timelines. Keep follow-ups brief and courteous; editors repeatedly stress that tone and clarity affect outcomes.”
2. Negotiate by default and benchmark your rates: “Treat negotiation as standard: open with your rate, justify with scope and deliverables, and be willing to decline work that falls below your floor.”
3. Be reliably professional: “Make responsiveness and follow-through your default. Reply to emails promptly and flag issues promptly with solutions. File clean copy on or before deadline and invoice promptly. Reliability earns repeat work and negotiating leverage.”
Lily Canter, the report’s author, is a freelance money, health and lifestyle journalist, lecturer and journalism studies researcher.
