The article is a discussion of interviews with Journalists of the Year, published in „Press” magazine, in which journalists disclose their approach to technology and new media. Their statements, presented chronologically, revealed a shift in the profession. Journalists in new media build their personal brands, promote their own journalistic material, contribute to communities. Finally, thanks to new
opportunities, they develop quality, independent online spaces beyond the publisher’s influence. This creates a unique relationship with audiences who are prepared to pay for quality journalism. The article is a place to give voice to the Journalists of the Year. The voices are regarded as self-narratives, spaces for presenting one’s identity as a creator – a journalist.