03Oct
When journalists are losing jobs, press cards, platforms and hope, one man decided to build what no one else dared — a complete infrastructure for survival. Meet the man who builds newsroom for the word - Saša Dobrijević, Serbian journalist and Founder & CEO of Intercontinental Connection of Journalists (ICJ) Global Media Group LLC, registered in the United States as a bold bet on visibility, credibility and global reach. His diagnosis is simple and brutal: thousands of reporters, especially freelancers, fixers and young graduates in Lagos, Nairobi, Mumbai and Rio, have stories but no newsroom, credentials but no recognition, courage but no protection. His answer is ICJ — not another association begging for donations, but a self-sustaining media company that issues a legal American press card, offers a verified publishing platform, a marketplace for exclusive stories, free modern training, monthly global panels, and automatic entry into international journalism awards. In this exclusive interview with Michael Adeboboye, Editor -in-Chief, CAJ International Magazine and Member of Board, Times Asian, Dobrijević opens up on everything: why he left the safety of IFJ, USPA and other legacy bodies, how ICJ will fight censorship and AI disinformation, why an American entity opens doors in Africa, and how a journalist in the Global South can today monetize truth. We also go deep into history — the landmark strategic partnership between ICJ and the Congress of African Journalists (CAJ) led by President Michael Adeboboye. Why CAJ? Why now? And what does this alliance mean for media freedom, safety, and a unified African voice at the UN, AU and UNESCO? This is Part of a defining conversation about power, ethics and the future of our profession. One sentence mission, one movement: All for one, one for all — Musketeers of Truth. Excerpts:
What inspired you to create the Intercontinental Connection of Journalists (ICJ)? What gap in global journalism were you trying to fill?
My main motivation was my personal experiences and conversations with colleagues around the world. Journalists are massively losing their jobs, and as a result their voices are silenced, they lose access to events, they do not have press credentials, and they also do not have a media platform where they can publish their work. Additionally, training is expensive for many, while education is a key factor in keeping up with the times and with the development of technology and journalism in general. So, I brought together all these experiences and carefully created a platform that provides real infrastructure for all journalists around the world.
ICJ is described as a new global journalism infrastructure. What does “infrastructure” mean in this context, and how is it different from a journalism association or union?
ICJ is a media company, but one that has elements of independent associations and unions, while the infrastructure itself has been carefully created to provide opportunities for a broader spectrum of journalists’ needs. Therefore, it gives them a press card, credibility, a legally registered global media company that provides a place for publications, networking, the sale of exclusives and nominations for awards. ICJ differs from everything that exists today because it looks at the problem and its solution in a completely different way. No one in the world currently offers what I have listed on their platforms.
Why did you choose to register ICJ Global Media Group LLC in the United States, and how does this give ICJ a global advantage? America was the logical choice, because as a citizen of Serbia I have the right to register my company there. I looked at the conditions, what kind of visibility I would have, how an American entity is treated in the business world, and therefore the decision was made for everything to be registered there. The United States really does provide benefits for starting a business in that sense. I wanted to use those benefits because I am creating a global story. Therefore, the laws themselves, the ease of managing a company from another continent, business advantages and visibility — these were the key elements on the basis of which I made that decision.
Journalism today faces many challenges — from low salaries to limited access and censorship. Which of these problems is ICJ designed to address first? The Intercontinental Connection of Journalists addresses many things, but above all censorship and limited access. ICJ is a completely independent media house and that is its greatest advantage. It gives journalists a chance for their voices to be heard and not to be silenced. You know, sometimes it is enough to speak publicly about challenges in order to find a common solution, sometimes even through simple advice. Therefore, ICJ is more designed as a solution in itself. It does not deal with problems in the classic way, but through its infrastructure it provides opportunities that did not exist before.
One of ICJ’s key offerings is a verified digital press card. Why is this important and what doors will it open for journalists, especially freelancers and independent contributors? The ICJ press card opens doors, because today it is well known that if you do not have a media house behind you, then you also do not have access to important events. Our credential is legal, because as a media company we have the right to issue such a document to journalists who have never had one or who have lost their jobs. This will open many doors and enable many journalists to ask key questions and to witness important events. Another major problem with freelancers is increasingly present in Europe and the world. They receive funds from foundations for investigative stories, but afterwards they do not have a media company that would publish them, and ICJ provides exactly that place and credibility for everyone.
ICJ promises international publishing, story monetization and global recognition. How will this practically work for a journalist in Lagos, Nairobi, Mumbai or Rio who joins today? That is a very important question, because we wanted to achieve financial opportunities as well. There are several options for how journalists can earn money, and we are developing each segment separately. The key one is the marketplace, because today there is too much copy-paste information, while audiences are hungry for sincere and real testimonies. So our members can prepare stronger, original and exclusive stories to place through ICJ, and large media houses that are looking for originality can purchase an exclusive from them that nobody else will publish. This is also how ICJ differs from the world’s leading agencies, where stories are sold on a mass scale. There are some other earning options, but those are long-term plans. One is also the awarding of cash prizes, because every member automatically becomes a candidate for the annual ICJ award through their publications. There are many more details that we are preparing for journalists, but for now they are a business secret.
How does ICJ plan to support cross-border investigative projects and cooperation between journalists from different countries and cultures? Cross-border projects are always important because we learn from one another, compare solutions to problems and the details of a story. ICJ relies on major partnerships with other foundations and organizations that have funds allocated for this. When ICJ stands behind its journalists, it is easier to obtain funding. Certainly, in the future, when ICJ develops, we also want to obtain exclusive stories, so there will also be an option for our members for ICJ to additionally engage and pay them to investigate certain topics. Even at the very beginning, networking within ICJ is going fantastically and people are already connecting, so we are on the right path for every detail that we have designed.
There are already many international journalism organizations. What makes ICJ completely different from everything that existed before? The big problem for organizations is money, and ICJ has created a self-sustaining system that will not have to go and ask for donations every year, which is why I decided for this to be a media company. I previously said what the details are that distinguish ICJ, and indeed there is no company or organization that offers journalists what we offer, but we have also worked hard on sustainability. Therefore, memberships are one form of financing, but our team is composed of a diplomat, political analyst, economic experts, and we offer, in our business offering, diplomatic reports, political analyses and a whole spectrum of services that finance ICJ. We bring together political experts, journalism and diplomacy in one center that is self-sustaining and works for everyone within the network, regardless of whether they are members as individuals or as institutions and media companies. The complete business plan has been carefully designed to work seamlessly.
ICJ brings together students, professionals, independent authors and organizations. How do you create value for such a diverse community within one platform? Until now, it was unnatural for all these segments to be separated, because students could only publish in university media, while now they have the opportunity to immediately build their biography and career. Organizations are in another sector under ICJ Friends, so it is all a matter of good organization. Additionally, ICJ is building a digital library that will have special programs for use, so publications on our platform will not disappear into oblivion but will serve faculties, researchers and everyone looking for the data they need. This adds new value to every published article, from a student to a senior journalist, from an organization to the largest media houses.
Trust is a major problem in journalism. How will ICJ ensure credibility, verify members and maintain professional standards? There is already a system that everyone must go through when becoming a member, but we are currently building a special platform for all our needs. First of all, ICJ has received a JTI Transparency report from Reporters Without Borders, and on the other hand, we have clearly established rules that must be followed in order to maintain a high level of professionalism. At the very beginning, when someone becomes a member, there is a rule that there must be no copying of other people’s work, meaning that the story must be original and objective, without personal comments and opinions, and both sides must always be covered. So we have managed to solve that as well and maintain high standards.
You mentioned journalism awards, education and networking. Can you share more about the programs ICJ is launching over the next 12 months?
One of the main programs is panels, video calls where every journalist will be able to actively participate in discussions and exchange experiences, where they will be able to propose discussion topics, and I believe that it is important that all voices are heard. Then we are working on creating all-modern education for members, organizing awards this year, and certainly working on the development of existing membership systems and cooperation.
Many journalists in the Global South (developing countries) struggle to reach international audiences. How will ICJ help them break through their national borders?
We have already managed to promote several journalists from Kenya and Senegal. The main language of ICJ is English, which is used professionally throughout the world. Therefore, everyone who becomes our member will have the opportunity for their work to be presented to the world. Additionally, we have already publicly presented the work of our contributors, members who received an excellent audience. We additionally plan to invest in presenting their publications through boosted advertising on networks and other channels, as well as through Newsletters that will function with completely different systems within our organization. Therefore, ICJ is an ideal place to build an international career and gain a global audience.
What is your vision for ICJ over the next five to ten years? Where do you see the development of this global community?
This is a very difficult question, because I worked on this together with my team with dedication and in detail, and I cannot reveal everything for now, but I see ICJ as a journalism hub that helps journalists be heard, that allows them to already build their careers as students. I see some of our members becoming our employees, I see great interest in the platform and serious work on all the details. In ten years, I see ICJ as the main journalism network, which, in addition to everything mentioned, helps in obtaining articles and interviews, therefore as a main working tool, because what we have prepared for the future of ICJ is a complete innovation that nobody has ever created before.
What would you say to an independent journalist reading this interview and considering joining? Why should they become part of ICJ right now?
To the journalist reading this, I would say to join us, to become a member right now because we have an initiative called Founding 100. We are looking for one hundred journalists who will become members at lower prices, and that membership will always cost them the promotional price. Why should they join? It is simply to be part of a global community, to talk with us, to be speakers on panels, to educate themselves and to grow together, because ICJ was not created for those of us behind the project, but for all journalists around the world, and only together can we move forward.
And finally, on a personal level — as a journalist and founder yourself, what does journalism mean to you and what legacy do you want ICJ to leave for the next generation of journalists?
I want journalism to preserve ethics, objectivity, creative stories. I want young people to know that they have finally been given a chance to publish side by side with professionals. ICJ will certainly be a journalism trend setter, so I want everyone to be part of creating that history. And for me, journalism is extremely important, because journalists are the guardians of democracy, truth and every society. I have always said to those who have built great careers — “Do not forget to ask ordinary citizens who have problems and how they live.” That is the essence of everything.
ICJ recently signed a partnership with the Congress of African Journalists (CAJ). Why CAJ, and why is this partnership important for African journalism at this moment?
This cooperation is very important, because I am someone who has heard the truth, specifically talked with journalist colleagues, and I even have journalists from Africa on my team, while I have been familiar with these issues for a long time. I think it is time for Western media to stop abusing power games and to stop being propagandists, but instead to truly let the real voice of the witnesses and guardians of democracy, the journalists of this continent, be heard. CAJ has recently moved away from stereotypes; somehow the organization itself has gained worldwide attention, but today unity is needed and I want everyone on my platform to have the right to speak, to talk about obstacles, to publish about successes and awards, so that the world can truly hear them. I believe that for me, as a media company registered in America, that path is much easier, but precisely because of that I want objective media forces to unite and for the truth and the real voices of the continent to be heard. So this partnership is beyond me and leaders of the CAJ, we are creating future path for young generations. This is very important collaboration.
How will the cooperation between ICJ and CAJ work in practice? What will each organization bring to the table? The cooperation options are determined by the memorandum we signed, but there are open options for creative and joint work. For now, CAJ has received its own account and its own profile on our platform in the ICJ Friends sector, where it can promote this organization free of charge, and ICJ has also received its place on the official CAJ website. These are nice exchanges, and it is a nice beginning. The future can bring much more, such as memberships of African journalists in ICJ, joint investigative work, joint education and exchange of experiences, as well as the organization of events that can improve the work of journalists. The sky is the limit, and both sides are extremely creative in this direction, so I am looking forward to this cooperation because it has much more potential and benefits.
What specific benefits will this partnership bring to African journalists who are members of CAJ and ICJ — in terms of access, publishing, training and global opportunities?
There are many benefits in these memberships. I have been a member of the IFJ, USPA, IUJ, RFS and GNS for years — let me simplify it, all the world’s organizations for journalists. There is always a nice benefit created for members. I think Africa needed an organization that would bring journalism together, because other parts of the world have some of their own associations, and as far as ICJ is concerned, members can receive infrastructure so that their publication can be heard and seen further, automatically become candidates for awards, receive the ICJ American Press Card, meaning that doors are open to all events, and additionally they can monetize their work, that is, earn money through the ICJ platform. The synergy of membership in both organizations gives journalists in Africa security, greater visibility, safety and many more opportunities for work. ICJ certainly offers free training for all members and monthly panels for journalists, so the opportunities are really great.
Africa often faces challenges regarding media freedom, safety and professional recognition. How will this ICJ-CAJ alliance help address these challenges together?
There are various ways to stop that, one of them being association and referring problems to officials of international communities. Additionally, the Global Press Peace Summit is being organized in Nairobi in November, which will not remain only one-time speeches, but a declaration will be presented that will also be the first step toward protecting journalists working in high-risk areas. In addition, ICJ has its own revolutionary declaration, which will be published soon and which also concerns a high level of protection for journalists. Africa has been a hostage for decades; the great powers that exploited the continent’s resources deliberately weakened political structures and pushed them toward autocratic governments or seriously endangered media freedom. Only united we can make that change together with bold and loud voices.
What are the first joint projects or programs we can expect from the ICJ and CAJ partnership in the coming months?
The first project is the “living word,” so that the voice of CAJ can be heard - interview, so that the right questions can be asked, and so that the world can be presented with the problems journalists in African countries truly face. I believe it is very important for the truth to be spoken loudly, and this is an opportunity for all the truth to be brought to light. Further cooperation after that depends on the creativity of both sides. It can be joint investigative work, comparative work as well, then the organization of events and similar activities. I think that when people have the same goals, they can easily agree on cooperation and be creative in it, and for us at ICJ it is truly important to convey the voice, to unite, and to create healthy paths of democracy for young people whose time is yet to come, through joint efforts.
How will ICJ be financed in order to maintain this global infrastructure, and will journalists have to pay high fees to access opportunities?
One of the main and most demanding tasks was precisely this from your question, but then we determined that memberships should really be affordable for the whole world and for everything that members receive through their membership in ICJ — and they receive a lot. Therefore, one method of financing is through memberships, and another is through the services ICJ provides to highly profiled personnel, very serious professionals who are responsible for Governments, Institutions, banks, embassies, media houses and others who need political analyses, crisis PR, diplomatic reports as well as economic reports and who will use our services. This situation is not left to chance either. ICJ Global Media Group LLC is registered on all government tender portals around the world that are looking for exactly what we offer, so that financial self-sustainability has been carefully designed and also works in the interest of our members, because with the funds earned in this way we can pay journalists for special stories commissioned by ICJ from them as our members. Everything is built to serve journalists.
In the era of AI-generated content and disinformation, how will ICJ protect the value and integrity of human journalism?
I was truly very fortunate that people who recognized ICJ as having great potential approached me themselves to be part of the team. So I have a top expert on my team who is the lead person in my IT team for all these issues. He has already created all the options for checking and analyzing publications, which will soon be implemented into the new platform we are building. Additionally, the very rule we established that original stories must be published will contribute to this. Certainly, we are careful and think about every detail, but this has already been solved through IT programming, of which I only understand the essence. I entrusted this to the top expert Nenad Veljković.
Many journalists from Africa and the Global South have press cards that are not internationally recognized. Will the ICJ digital press card have international support and how will you ensure that authorities respect it?
The card already has the American flag and all the company’s markings, even my personal signature. For now, as contributors who have this press card, when they knock on certain doors, those doors will be open to them, but we also have plans to take everything to a higher level, but that has to come next year. In any case, members who have a press card from an American company must have more open doors. That is precisely another reason why I decided to register the company in the USA. Will ICJ have regional branches or ambassadors, particularly in Africa, so that the platform is truly local while remaining global? That is an excellent question that is already arising naturally as interest from colleagues around the world grows. I think it is natural for such branches of the company to be created, which will be at the service of people and closer to them for operational purposes. Although today’s technologies certainly make remote work easier, yes, I think that this will spontaneously and naturally come up when the time is right. For now, there are no concrete plans, but my team and I think long-term and we have certainly included this part as one of the future options.
How will you measure ICJ’s success? Is it the number of members, published stories or achieved impact?
I can freely say that ICJ is already successful. When we published the first panel and listened to journalists from Senegal (both of whom are part of my team), we had that successful feeling, we already received members who did not have a press card and who are now delighted because they have the opportunity to attend events. That means that we have already succeeded. You know, success is not about mass numbers; we measure success according to each individual. What follows in the future will certainly make an impact, but every little thing we create is a great success for us. Unity is success. We have already signed a memorandum of cooperation with the SAARC Journalist Forum - Asia, then with the UNESCO MIL Alliance in order to work together on media literacy, also with Sociedade Portuguesa de Literacia em Saúde - Portugal in order to develop awareness of health literacy, we signed an agreement with the Hunnic Matinecock Tribal Nation – USA, because I believe that Native peoples are important and that their voice needs to be heard, and we are also signatories to the Jena Declaration of UNESCO on sustainability. And now, to our great joy, we have also signed an agreement with the now-famous CAJ — Congress of African Journalists. So our unifications continue to grow. We are waiting for responses from many others as well, but judging by everything, everyone likes the ICJ project.
What role will investigative and data journalism play within ICJ, and will you provide grants or resources for such projects?
First of all, ICJ will be focused on the basic team that will be employed by the company when it comes to investigative stories, but as I said, precisely our system of self-sustaining financing will enable us to also pay journalists for certain investigations. Our experience and the moment when the company stands behind our members will certainly lead to our contributors also having an easier time obtaining grants. So everything will be included, and we are looking forward to that development and the opportunities.
How does ICJ plan to protect journalists at risk, especially those reporting from conflict zones or under repressive regimes?
These are major questions that require more effort for concrete solutions, but the creators of the Global Press Peace Summit have recognized my engagement, so I was appointed Chairman — Intercontinental Coordination Team, Global Press Peace Summit 2026 in Nairobi, Kenya. They have already created the Nairobi Declaration, which will be presented to the largest institutions of the international community and which concerns precisely this — concrete and better protection of journalists reporting from crisis areas. ICJ had previously also created a special ICJ Declaration, which will soon be publicly presented and which goes one step further, but I will talk about that when we publish it publicly. So my answer would be a big YES, we are also working to change the image of journalism forever through unity, and to help other to be more protected.
When it comes to journalism students and young reporters, what is ICJ’s plan to bridge the gap between the classroom and the newsroom?
We are very happy because of what we have created for them. Journalism students will finally have the opportunity to publish side by side with the greatest professionals in the world. Therefore, at an early stage of education they will be able to become members and will be treated the same as everyone else — very professionally. The only difference will be that membership prices will be adjusted and lower for them. Everything else they receive just like everyone else: press cards, platform, training, marketplace and special student awards and recognition. I think this was necessary for young people so that they do not have to chase and beg newsrooms and wait for years for an opportunity to publish, but instead have a place that provides them with the building of an international career while they are still in school. We are extremely happy about this because we talked with students from several countries around the world and based on that decided to adapt everything for them as well and give them the same opportunity as everyone else.
The Congress of African Journalists (CAJ) has its own charter and structure. Will this partnership lead to a unified voice for African journalism at global events such as the UN, African Union (AU) and UNESCO? The ICJ team certainly always gives its voice to the right values, so support for actions, declarations and other important steps created by our partners can certainly receive our full support. Where journalism is, we are there; where there are changes that contribute to development and assistance to journalists, we are there as well, and people already feel and recognize this, both individuals and organizations.
If you had to summarize ICJ’s mission in one sentence to the whole world, what would that sentence be?
ICJ is a media innovation, a platform that through memberships provides specially designed infrastructure to all journalists, media houses and organizations dealing with journalism with the aim of improving the quality of work and life in general.
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