“The reason is the loss of $ 240,000”. Why “Ukrainian Truth” plans to launch Pivavol

Ukrainian Pravda plans to introduce paid access to the content of the content in October. The reasons are the loss of $ 240,000 in advertising. Advertisers went through pressure The Presidential Office, said the editor -in -chief of Ukrainian Truth, Sevgil Musayeva. What are the prospects of Pivovol in one of the most popular editions of the country?

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Until 25.08 there is a special price.

” Ukrainian Truth “(UP) – One of the oldest Ukrainian media, which is read on a monthly basis by 7.3 million unique users, according to the UP media. And these are very loyal readers. The site receives 120 million views on a monthly basis, written by the Executive Director of “Ukrainian Truth” Andriy Boborikin in his media mailing in mid -July. The budget of allThe holding “Ukrainian Pravda” includes the edition of the same name, as well as several subsidiaries, including “Economic Truth”, “European Truth”, “Tabloid”, “Ukrainian Pravda. Life “,” Ukrainian Truth. Blogs “,” Historical Truth “, Mezha.Media,” Champion “.

“Data-Title> Projects UP – about 150 million UAH per year, or 12.5 million UAH per month.

The UP earns on advertising, donati, grants and event, but advertising remains the main source of income, says Boborikin. In an interview on Podcast, “closed the round”, he noted that banner advertising brings about half of all income. But, according to Boborikin, it is an unreliable source: “The market moves towards platforms, and over time, advertising will only be there.”

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Financial challenges did not arise through platforms. “We have lost two or three sponsors, which gave $ 20,000 every month in the last year, a total of $ 240,000 from these companies alone,” said Sevgil Musayev in a conversation with The Times. She added that “in October you will have to introduce paid access for readers.”

How many UP can I earn?

Ukrainian Truth, owned by Tomash Faly, is one of the most influential Ukrainian publications, founded by journalist Georgy Gongadze in 2000. Publishes news, investigation, analytics. Editor -in -chief – Sevgil Musayeva.

The UP is considered an authoritative source of information with great political and social weight.

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What to expect from Pivola In the UP for five years the club UP (Membership) – for 250 UAH per month, its members receive meetings with the editorial board, discounts on events of the UP, newsletter, access to a closed community on social networks. There are now about 3000 people in the club. This brings at least 750 000 UAH a month.

Potentially Pivivol can bring a much more UP than a club’s contributions, says Head of Digital in Forbes UKRAINEWas responsible for launching Pivavol in Forbes Ukraine.

“Data-Title> Victor Kishchak. The club is a voluntary model that appeals to the desire of people to help and join the publication, and Pivovol limits access to valuable and useful content, so conversion is likely to be higher, Kishchak adds.

The first purpose of the publication is 10,000 subscribers. “It’s a model of direct relationship with a reader that is easy to scalable,” says Boborikin. Currently, the publication is not called what the price of digital subscription will be.

One of the first editions in Ukraine, which was launched by Pivovol in 2020, was NV. There are several tariffs – 99 UAH or 199 UAH per month and 989 UAH or 1789 UAH per year. The number of subscribers reaches 12,000, says NV Macgaffy. Pivovol brings about 12% of all revenues of publication, event, advertising, grants and sales of the magazine.

Forbes Ukraine renewed Pivovol in December 2023. The publication has almost 10,500 subscribers. The base price for Forbes Digital – UAH 199 per month, or 1799 UAH per year.

In 2022, the gradual introduction of Piavol began edition of liga.net. They do not reveal the figure of subscribers. The total number is less than 10,000, said the editor -in -chief Yulia Bankova. Annual subscription costs 1504 UAH, monthly – 179 UAH.

There are some more examples of financially effective models, says Kantar Cyril Yezhov, commercial director. The Ukrainians are Pivovol, but the teaser feed for all and additional subscribers. In Kyiv Independent, a significant proportion of income is made, the audience is mostly international, he adds.

Payivol’s proportion

2-3.5% of Ukrainians pay Kantar data for text Ukrainian and foreign online media. Professionals in specific fields who are looking for specialized information, including the B2B segment, says Yezhov, do the most willing.

Among the challenges facing the media that introduce digital subscription is the coefficient of outflow of subscribers (Churn Rate) and their maintenance, says Kishchak. More than half of those who cancel the subscription on Forbes Ukraine do so because they wanted to read one article. “People may not have time To read, and regular debiting of funds makes you think: “Do I use what I cry for?” He explains.

The transition to Pivovol can reduce the reach of a quarter, sometimes by 30%, says Ezhov.

“Subscribe users are more likely to go to the site and read more, and at the same time part of the lost audience is returned – usually 5-7%,” Ezhov adds.

Earlier, Boborikin noted that 50,000 subscribers would allow UP to give up advertising altogether.

The UP is a 25-year-old media that has a large audience core and the largest number of readers among Ukrainian online media, which are still directly on their site. But now for the big general media there is a turning point, Kishchak notes.

The media depend on the traffic on Google services, and it integrated in search of AI OverViews and AI Mode, which turbozomps eat the media traffic. “Right now is the best time to try to convert a large free UP audience into subscribers,” Kishchak summarizes. “Then it can be late.”

According to Kantar, users motivate several factors:

• Trust in media. In the EU and US markets, up to 90% of subscribers choose paid access through trust in the brand.
• Content uniqueness. In Ukraine, it is at the same time the main barrier: 68% of people aged 18-55 in cities with a population of more than 50,000 say they do not pay for information sites, because there is nothing unique. They believe that they will be able to find the same news for free in other sources.
• Lack of advertising and convenience of use. 14% of Ukrainians say they are ready to pay to get rid of advertising. Among all who do not pay but are considering this opportunity, only 22% are open to subscription. Of these, 40% are ready to pay up to 50 UAH per month, 42% – up to 100 UAH and only 18% – more than 100 UAH.
• Emotional motivation. Some readers do not buy information but join the community. It is a support model when subscription is perceived as a way to be part of a circle of like -minded people, have access to closed discussions, or influence the direction of media development.

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