peatoimetaja

Peatoimetaja is the Estonian term for editor-in-chief, the senior editorial position in newspapers, magazines, broadcasters and digital media. The peatoimetaja holds ultimate responsibility for a publication’s editorial content, style and policies, defines the editorial line and often represents the outlet publicly.

Typical responsibilities include setting editorial strategy, approving major stories, overseeing newsroom organization, hiring and supervising editors and journalists, enforcing ethical standards and fact-checking procedures, and coordinating with legal and commercial departments when necessary. The peatoimetaja usually signs off on content that has legal or reputational risk and may act as the final arbiter on corrections and retractions.

Qualifications commonly include substantial experience in journalism, editorial leadership, knowledge of media law and ethics, and managerial skills. In larger organizations the role may be distinct from executive management, while in smaller outlets editorial and managerial duties are often combined.

The position must balance editorial independence with financial and ownership pressures, and it plays a central role in maintaining public trust. Contemporary challenges for peatoimetajad include digital transformation, audience fragmentation, the rise of social media, and combating misinformation. Variations of the role exist across countries and media types but its core function remains the governance of editorial content and standards.