When we first received the shocking information that 15 people had lost their lives under the canopy of the railway station in Novi Sad, we knew this was the start of the deepest political crisis since the current regime came to power. Serbia had already been going through a political crisis before then, but it was long-standing and of moderate intensity. It unfolded through numerous smaller crises, affairs and social conflicts, leaving both citizens and the media in permanent anticipation of problems. This normalization of crisis created the illusion that the system could absorb everything. The tragedy in Novi Sad broke that illusion.

At Mašina, we had always been committed to the idea that journalism must serve the public interest – and we were certain of our role in that process. We were fully prepared in terms of values, professional standards and experience, and at the same time completely unprepared for everything that awaited us in practice. No amount of previous experience could fully prepare a newsroom for the speed, scale, and emotional weight of the events that followed.

An uprising like no other

The intensity and pace of events in Serbia over the last year can hardly be described. The situation changed by the day, sometimes by the hour. There were tens of thousands of protests all over Serbia. Blockades of intersections, roads, bridges and public institutions became everyday scenes. Student protests grew into a strong social movement, followed by citizen protests, spontaneous citizen gatherings and organized actions. Then came the violence on the streets – arrests, tear gas and the beating of demonstrators became part of the daily news cycle. 

There were impressive marches of students all over Serbia, several hundred kilometers long – acts of endurance and solidarity rarely seen before. The emotions that followed these marches broke down boundaries, creating a sense of complete social catharsis. For many citizens, these moments represented a turning point, a realization that collective action was not only possible but necessary.

Cracking down on protest and information

At the same time, the pressure on activists and critical voices intensified, including journalists. There was wiretapping of students and activists, open threats, prolonged detentions – sometimes as long as seven months – and cases of people forced into exile. These practices further deepened the sense of insecurity but also strengthened the need for independent and trustworthy information.

We were often on the field for more than 12 hours a day, covering events in shifts to ensure constant reporting. Without media present on the streets day and night, many crucial stories would have remained unknown. We adapted quickly, redirecting resources to support field journalists, working overtime, and introducing flexible schedules. In the flood of information and misinformation, combined with selective silence from mainstream outlets, many events could have been overlooked. This crisis showed how vital it is to use technology responsibly. Telephones, the internet, and social networks often enabled the public to access information that traditional media, dependent on political interests, either ignored or deliberately distorted.

Fighting back against coordinated attacks

Repression and censorship are increasingly spreading into the digital sphere. For months, independent media accounts, student groups, and opposition activists have faced coordinated online attacks – an alarming sign as elections demanded by students and citizens approach. Organized bot campaigns have targeted social media profiles of independent outlets, aiming to silence or shut them down.

In this climate, newsletters are emerging as safe havens for independent journalism in Serbia. As censorship and platform vulnerabilities intensify, media organizations are turning to more secure, direct channels to reach their audiences. Newsletters have proven to be among the most reliable tools during times of crisis: free from algorithmic control, resistant to mass bot attacks, and less vulnerable to political pressure.

By maintaining open, continuous communication with their communities through daily newsletters, media outlets can ensure their reporting remains accessible and unblocked. This direct connection demonstrates stability and commitment, delivering information that is predictable, secure, and independent of shifting algorithms or political interests.

Building trust 

Mašina is a small newsroom of dedicated people committed to the defense of democracy. We identify ordinary people’s problems, map them, put them in a broader social and political context, and look for possible solutions – always insisting on accuracy, responsibility and empathy. Our role is to be on the spot, to report in the public interest, quickly, accurately, and with verification. And it turns out that citizens recognize this as well. 

During the protests, people greeted us, protected us from tear gas, provided us with information, donated and bought us protective equipment that literally saved our heads while we reported in front of the police cordons.

The dynamics of events required journalists to be engaged on the ground; it wasn’t enough just to report, but also to consider how we reported. In addition to delivering information, we conveyed a sense of what was really happening. People recognized that; they recognized our faces, our brand. The press badges around our necks became enough for people to immediately place their trust in us, and we strive never to betray that trust. We respect our profession and our role, as the voice of the public at a specific moment when information is the greatest power. We do what every media outlet should do: we respond to all messages, read comments, and respond to suggestions and feedback in the digital space and on the streets.

Just the beginning

The uprising revealed how powerful a society can be when it has access to truthful, unmanipulated information of public importance. We witnessed the strength that emerges when media genuinely serve the public interest. Moments like these can move the wheels of history, and our experience in Serbia offers broader lessons for journalists.

Over the past year, our outlet has grown significantly. Social media views have reached into the millions, our audience has grown substantially, and our website (masina.rs) now records daily traffic comparable to what was once our monthly total.

Internally, little has changed: we remain a small, dedicated team with a clear vision. When the pieces fall into place, that can be enough. Still, this is only the beginning. After building a strong foundation of trust and moving beyond the initial phase of crisis, it becomes possible to create sustainable structures. We recognized the crisis as an important moment for our work, but also as an opportunity to accomplish something significant. It turns out we were right.