INFLUENCE OF ENTREPRENEURIAL JOURNALISM ON CONTENT CREATION ( A STUDY OF SELECT NIGERIAN JOURNALISTS)

Abstract Entrepreneurial journalism has emerged as a significant trend in modern media practice as journalists increasingly adopt innovative and business-oriented approaches to news production and distribution. This study examines the influence of entrepreneurial journalism on content creation among selected Nigerian journalists. The research aims to determine how entrepreneurial skills, digital innovation, and independent media initiatives affect the style, quality, and sustainability of journalistic content. A survey research design was adopted for the study, using questionnaires and interviews to gather data from practicing journalists in selected media organizations and independent platforms in Nigeria. The findings reveal that entrepreneurial journalism encourages creativity, audience-focused storytelling, and the use of digital platforms such as blogs, podcasts, and social media for content dissemination. It also promotes self-employment opportunities for journalists and reduces reliance on traditional media institutions. However, the study also identifies challenges such as limited funding, inadequate training in entrepreneurial skills, and the risk of prioritizing profitability over journalistic ethics and objectivity. The study concludes that entrepreneurial journalism has a significant positive influence on content creation by enhancing innovation, adaptability, and audience engagement among Nigerian journalists. It therefore recommends that media institutions, journalism schools, and professional bodies incorporate entrepreneurial training into journalism education to equip journalists with the skills needed to thrive in the evolving digital media environment.