At the World Newspaper Congress 2008 Round table sessions, Svetlana Khoroshev of Russia, tells of how Delovoy Peterburg, a business newspaper, built a loyal young reader's fanbase with the help of a new section of the newspaper directed especially towards young readers. The section, NEXT, is based upon social networks and large parts of reader generated content to appeal to young readers.

On the web NEXT is working together with a large blogging site, a russian version of MySpace and other web based services, such as video interviews with "our heroes" as Svetlana Khorosheva calls them.

According to a national survey, 30 % of the young russian population of today are thinking about starting their own business in the future. To share their thoughts and ideas the Peterburg business newspaper developed NEXT, which is now in the top 3 most read sections of the Devoloy Peterburg.

For promoting the section Svetlana Khorosheva says the newspaper made use of the word-to-mouth technique in the blogosphere. Web advertisments and real live business meetings with young entrepeneurs were important parts in getting the name NEXT known among the young readers in St. Petersburg. Also, Devoloy Peterburg worked in collaboraion with Gaudeamus, a free sheet for students. Attached to the news sheet was a free version of NEXT.

"Young readers feel that they can influence and participate in the content of the newspaper. We've become aware of the young reader's opinions and often find they have som very interesting business ideas", says Svetlana Khorosheva.