Words by Jo Stewart
For freelancers navigating the everchanging media landscape, necessity truly is the mother of invention.
“What do you do for work?” may be a simple question for a dentist or teacher to answer, but not so for many freelancers working in media. How do I answer that seemingly straightforward question when I work on a multitude of different projects on any given week?
In many ways, media freelancers are like Swiss Army knives. We’re handy, multitalented, reliable and ready to jump into action whenever needed. I’ve written, subbed, fact-checked and proofread media features; dished up restaurant reviews for a food guide and worked as an embedded reporter on expeditions to remote places (including a particularly wild stint in Antarctica). I’ve contributed my editorial skills to archival projects and documentaries, written reports that have been tabled in parliament, acted as a researcher and project manager for a European publishing company and contributed essays to anthologies produced by Monocle and Lonely Planet.
While working on all these projects has been enriching and fulfilling, my choices have been driven by financial necessity. Being a one-trick pony is becoming rarer in the world of media. Gone are the days of ‘safe jobs’ at publishers. Women working in media need to constantly evolve and upskill to earn a decent living.
With the Women in Media Industry Insight Report 2024 revealing growing dissatisfaction (57% of respondents were either unsure or explicitly dissatisfied with their career progress), could the increasingly rare option of a traditional, salaried role be replaced by building a ‘portfolio career’?
Two women in media told me how learning new skills, and embracing emerging platforms, across a variety of mediums, had worked for them.
From print professional to podcast producer
Sydney-based freelance journalist Lee Tran Lam knows all too well how quickly things change in our industry.
“Hilariously, I did a Bachelor of Print Media at Macquarie University, which no one would offer now because print media is in an interesting state,” Lee Tran says.
Her first job in media was as an editorial assistant for HQ, an arts and culture magazine. Six months into her role the title was bought by Channel 7 and Lee Tran was made redundant just days before Christmas.
“I remember Ryan Stokes had this amazing view of Sydney Harbour from his office. I was gawking at that view when he gave us the whole ‘it's not you, it's the bottom line’ speech. The next day was our last day,” Lee Tran explains, adding: “But the good thing about a very public redundancy is that people know you're looking for work.”
She was swiftly offered a role by another magazine publisher but when that business suddenly went bust she was job-hunting again.
“Anyone who has worked in media has either gone through multiple redundancies or, worse than that, there's no redundancy and you're just turfed out on the street with no benefits because the publisher has gone out of business,” says Lee Tran.
Ultimately, she went on to work for many other titles including Sydney Morning Herald’s Good Food, before striking out as a freelancer. In many ways, this bumpy beginning to her career sharpened her survival skills. Over two decades she’s found a way to make a living in the fickle media industry, including embracing a whole new medium.
While many are now hopping on the podcasting bandwagon, Lee Tran was an early adopter. She hosted a show on Sydney’s FBi radio for 16 years and began her own food podcast in 2011. More recently she joined the Patreon platform to monetise her labour of love.
“Just knowing that you can rely on that small but regular amount can make a difference,” says Lee Tran, whose member-only Crunch Time podcast and newsletter offers subscribers food news round-ups, deep dives and recommendations.
Her podcasting know-how has also led to contracts with organisations keen to commission streamable audio content. In recent years the Diversity in Food media co-founder has created the Webby Award-winning SBS podcast ‘Should You Really Eat That?’ and also edited New Voices on Food, an anthology published by Somekind Press.
“You have to multitask over different disciplines because you don't know what will take off. For a long time, people were like, ‘What's a podcast?’ Then all of a sudden, people are commissioning shows…”
Lee Tran reflects.
From blogging to creating zines, Lee Tran follows her own interests, and acknowledges there’s a degree of privilege in being able to do that (after all, paid work comes first when rent is due). But she also believes that having a body of work across a variety of mediums is a bit of a career insurance policy.
“Having diverse interests and diverse work is helpful and important, especially because the industry just moves in different directions. If you put all your eggs in one basket, it can be a terrifying prospect if that basket is taken away by AI,” says Lee Tran.
Becoming a writing, broadcasting and comedy triple threat
Melburnian Sarah Maree Cameron also wears many hats. The presenter, writer and comedian (yes, comedian) began her pursuit of a media career by studying broadcasting and commercial radio at Holmesglen Institute of TAFE and Swinburne University, and volunteering at Channel 31 community television station.
She’s spent more than half her career working at Melbourne radio stations (including Southern Cross Austereo and Nova Entertainment) but her initial reasons for gravitating towards radio reflect an issue that touches many women.
“I wanted to hide for a long time. I didn't have the confidence to be in front of the screen.”
Now comfortable presenting on TV, emceeing events, delivering keynote speeches and doing stand-up comedy gigs, Sarah Maree has done a full 360. She’s also ingrained herself in the sports media scene, with an ongoing presenting role for the Richmond Football Club, as well as other gigs with the AFL, AFLW, NRL, NBL, WNBL, cricket and tennis.
“I think I've covered just about every sporting code in Australia other than netball. I pinch myself every year I work at the Australian Open as one of the broadcasters and presenters there. It's honestly one of the biggest thrills,” Sarah Maree shares.
Sarah Maree also writes travel and lifestyle pieces.
“I get an unbelievable amount of work through my social media channels, particularly Instagram. I feel fortunate to gain the work that I do through messages on Facebook, Instagram and LinkedIn,” Sarah Maree says.
She believes there’s also power in declining projects that aren’t the right fit and sharing those prospects with others.
“It shows those you offer the spot to that you’re one of their cheerleaders in the industry. In this field you need cheerleaders; you need people to back you.”
Having celebrated and commiserated with many other freelance colleagues over the years, it’s a good code to live by when forging a portfolio career. Back yourself, but don’t forget to back others too.
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