On July 24, the experts had an online discussion “How to ensure the media’s sustainable work by creating quality content”.
The event was aimed at providing expert analysis of the media market in Ukraine, looking for new opportunities to ensure sustainable development of the media producing quality content, spreading innovative monetization models, and discussing national and global experience in building a strong media business.
Taking part in the discussion were Anna Babinets, editor-in-chief of the Slidstvo.Info investigations agency, Oleksandr Martynenko, Interfax Ukraine director general, Nataliia Lyhachova, Detector Media chief editor, Danylo Mokryk, investigative journalist of bihus.info, Kateryna Venzhyk, Liga.net special projects director, Marek Sierant, well-known Polish journalist, Andriy Yanitskyi, CEEJ KSE head.
The discussion was moderated by Dmytro Tuzov, NV Radio host, and Taras Petriv, Souspilnist Foundation president.
Within the context of ensuring the media’s sustainable work by producing quality content, the experts discussed, inter alia, the monetization of love.
“As for content’s quality, all information produced is divided into that used for work, and that used for recreation. The former is now more sustained.” – noted Oleksandr Martynenko.
“There are different types of readers. If we target the general public, the so-called fastfood content will be popular. Serious materials can be read by a hundred or a thousand people but it will be those making decisions and whose content consumption can come in handy.
There is the clickbait problem. When they look at the number of views – here, indeed, the question of financing arises. The crowd funding model may have a better future, since it is more about influence than quantity. – Danylo Mokryk added.
Kateryna Venzhyk spoke about Liga.net’s experience in introducing a crowd funding system during the pandemic:
“In April-May – until the advertisement market started to level off – we were saved by our readers. But if Liga.net had not used crowd funding, we would still be alive, but it is hard to tell what our team would be now.
Define the audience you want to reach and win the readers’ affection. A donation is the highest expression of your being read and loved”.
You can watch the discussion here:
This event was made possible with the support of USAID Media Program in Ukraine, implemented by Internews, and with the help of private patrons.
