Ukraine: The growing success of Vecherkom

Posted by Lauren Drablier on October 9, 2008 at 4:14 PM

Ukrainian free evening daily, Vecherkom has been gaining momentum since its launch two years ago by Ukrainian publishing company Segodnya.

The paper was launched with a targeted audience in mind - young readers who want faster news consumption. The paper is less focused on politics and has fewer pages than other free dailies. Vecherkom also focuses on design, color and elasticity of layout for the advertisers.

The paper also employs few journalists. However, the journalists that they do employ are younger in order to reach a young audience and so they can "treat it as their forum of communication with young readers."

According to Forum 4 Editors, there are a number of benefits to Vecherkom's approach - notably advertising benefits due to such a specific audience.

Verherkom has seen a growth in newspaper sales income by 59%, advertising income by 106% and printing service income by 1155% over the past two years.

Source: Forum 4 Editors