“The media industry can be tough – stay true to your own values and intuition”

What does your current role involve, and is it directly related to your degree?

Eline Van Lancker: “As a publisher, I oversee the entire lifecycle of a book – from the initial idea and concept right through to promotion and sales strategy. It’s a job that’s both creative and collaborative – I work closely with our team of editors and the authors themselves – but there’s also a commercial side to it. At the end of the year, I’m still expected to meet my budget targets. In that sense, my job ties in nicely with my studies, which approached ‘communication’ in a very broad and interdisciplinary way.”

What’s the most rewarding part of your job?

“I’m ‘forced’, in the best possible way, to stay in touch with what’s happening in society. By reading the news, following social media, and engaging in conversations, I try to pick up on the themes that matter to people. I translate that into potential book projects and look for the ideal author to match. Or the other way around – I read incoming manuscripts and explore how we might shape them for a wider audience. When all the pieces come together and we, as a team, bring the vision to life – that gives me huge satisfaction.”

What memories stand out from your time at VUB?

“I’ll admit – I initially enrolled at the University of Antwerp. But after spending two months at a Summer School in Santa Barbara, California, just before my studies began, I felt much more drawn to the international, open-minded spirit of VUB. I ended up switching literally one day before the academic year started – a very instinctive decision. From the very start, I felt at home on campus. Looking back now, that sense of campus life is what I remember most fondly. I also had a student room there, which became a bit of a drop-in spot. I really loved that community feeling.”

Did any connections from your university days leave a lasting impression?

“I had the privilege of being taught by Caroline Pauwels and Jan Loisen. They were two lecturers who not only shared their knowledge but did so in a warm, inspiring way. I never felt they were just reeling off the same lecture – it always felt tailored, with the aim of genuinely engaging us as students.”

Do you think student life is different today?

“I believe the student population is even more diverse now, which I see as a very positive development – it better reflects wider society. At the same time, today’s students experienced the pandemic first-hand, which could have an impact on their social experiences.”

Did VUB shape the way you think?

“Yes – perhaps even more than what I learnt academically. People who’ve studied at VUB tend to be very open-minded, more likely to think for themselves than to follow the crowd. Like many teenagers, I was probably a bit of a herd animal during secondary school. But at VUB, thanks to its inclusive and inspiring atmosphere, I was encouraged to stop comparing myself to others and instead carve out my own path.”

How do you try to make a difference in society today?

“Even though my role is commercially oriented, I still think it’s vital to ensure diversity among our authors – to include enough women and people from different cultural backgrounds. I also try to bring in themes that genuinely resonate or can make a real difference. Outside of work, climate is something I care deeply about – and how connecting with nature can bring us greater happiness. I even wrote a book about it before I became a publisher (Het Groene Geluk, published by Snor).”

“Learning from internships or jobs – and starting over if needed – is all part of the journey” 

What are your career dreams now?

“When I graduated, I had many dreams – some of which I’ve been lucky enough to fulfil. Right now, I’m mostly focused on making a more positive impact through my work and broadening my perspective, as I find global affairs increasingly concerning. And maybe one day, I’ll write a second book – this time more of a critical essay that engages with social issues.”

Any golden advice for today’s graduates?

“Give yourself the time and space to gain experience and discover what truly suits you. Learning from past internships or jobs – and starting over if need be – is all part of it. You have the freedom now, so use it. Don’t lock yourself into a path that doesn’t feel quite right.”

And any tips specifically for Communication students?

“For anyone considering a career in media, I’d say: it’s a demanding sector with lots of competition – and sometimes envy. That’s why it’s all the more important to stay true to your own values and trust your intuition. Being kind and empathetic really pays off. People often admire those who are driven and decisive, but I believe being able to collaborate with empathy and truly motivate others is just as important a skill.”