Abstract
This article explores conceptions of creativity in the media industry, specifically among professionals of journalism working in the magazine industry. It contributes to the development of the theory of creativity from a media industry perspective and produces new conceptual knowledge about creative media work. The article finds that in the magazine industry, journalistic creativity is understood as a practical and multidimensional concept that can be interpreted and applied in many different ways. The different conceptions of creativity reflect both the traditions of the journalistic profession and the challenges now faced by the media and the magazine industry. It is concluded that creative work in the magazine industry is typically goal driven, commercially minded and collaboratively oriented. Also, creative work in the magazine industry is characterized by ongoing processes of gradual reinvention. Other major creative challenges include the development of new ways of working, new media products and new commercial solutions.
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