Entrepreneurship and new venture creation are seen as important drivers of media industry's change and renewal. However, whether newly founded companies will emerge in the future depends to a large extent on entrepreneurial individuals. Through a survey of students from 47 German universities (N = 720), this study identifies critical factors that explain the entrepreneurial intention of today's mass communication students, who are likely to be among the future start-up founders in journalism and media industry. Conclusions drawn indicate possibilities for the early identification of potential media entrepreneurs and their ongoing encouragement by journalism and mass communication educators.