A year after completing their participation in the Ukraine Media Partnership Program (UMPP) [6], the local newspaper Sobytie is enjoying incredible success. Taking what they learned from their US partner, The Santa Fe New Mexican, they have overhauled their company—expanding coverage, launching new projects, and developing charity campaigns. Sobytie’s management credits UMPP and their dedicated US partner for their achievements.
Sobytie is an independent weekly regional newspaper in Dneprodzerzhinsk, eastern Ukraine, and is one of 18 Ukrainian outlets that participated in UMPP, a bilateral professional exchange program for media outlets. Through these partnerships, IREX helps to foster long-term relationships between Ukrainian and American newspapers, television and radio stations. Funded by the Public Affairs Section of the US Embassy in Kyiv, Ukraine, UMPP has sent over 80 Ukrainian media managers and journalists to the United States since 2002.
Sobytie and the Santa Fe New Mexican devoted a large part of their partnership to marketing, subscription campaigns, and how to solicit a steady flow of advertisements. With the advice of their US partner, they started targeting each newspaper issue with a different advertising project—about repairs, preparing for the school year, beauty projects, etc—to boost sales and encourage new advertisers. Their plan has paid off; advertising has grown by more than 30 percent from the previous year.
Mirroring another of the Santa Fe New Mexican’s practices, Sobytie also completed a large promotional “Brand of the Year” event, in which the paper honored top local companies in a variety of categories. Over a thousand readers completed a survey from the paper, and the results were printed in a special Best Companies of Dneprodzerzhinsk 2007 magazine. Sveta Kirsan, financial director at the paper, reports that selling ads in this magazine not only paid off all of the expenses of the event, but also made a profit and increased the paper’s visibility among readers and advertisers alike. “Thanks to such events we enhance and strengthen our bond with the readers and advertisers,” she commented.
This bond is even stronger now that staff have embraced the concept of corporate responsibility. After seeing the importance of similar campaigns in the United States, Sobytie developed their own charity events. They have been a resounding success, and have increased the paper’s reputation and standing in Dneprodzerzhinsk. One example is their “Strong and Kind” charity drive. The paper encouraged the public to donate new household goods for two local orphanages by providing lists of needed items with the tag line “To everybody who thinks of themselves as strong and kind - you have a wonderful opportunity to make an impact and help the needy ones in our city.” Sobytie owner and publisher Youri Zaitsev is thrilled with the high level of participation and says “both participants and organizers have received a lot of satisfaction and joy.” The added publicity has also helped boost the newspaper’s circulation.
Sobytie continues to think of improvements they can make. They have plans to expand their Zhovti Vody branch, training new reporters and editors, and adding new subscription options. With newly designed detailed budgets and a streamlined organizational structure for departments, Sobytie is well positioned to continue growing. UMPP’s opportunities have “made a revolution in my mind,” according to Zaitsev. “My dreams about the successful future of my newspaper became very tangible five-year strategic plans with the help of our American partners!
