A few years ago, the then-popular Yahoo web portal began selling protection against the very pop-up ads that it sold. I didn’t understand: It was like selling deer rifles to consumers and flak jackets to the deer.
Likewise, one has to wonder about the invention of various devices meant to circumvent watching a television commercial. The commercials, of course, pay for the programming that consumers so like to watch.
There are also those who get overly exorcized – become red-faced and apoplectic – when confronted with unwanted email. I figure one man’s spam is another’s advertising and, to the skilled, the mass massacre of emails is a five-second job.
At some point folks, someone has to sell something to make money.
There is nothing like the Kyiv Post among the city’s English-language newspapers.
This is particularly true for the Kyiv Post, a free newspaper that exists only through advertising and a few special events but which maintains a world-class editorial staff to bring the reader quality reporting.
I have been told by various business leaders that the Kyiv Post is on their “must-read” list each week. Though some have expressed that it was too negative at times – certainly a judgment call – the newspaper is faithfully read by the expat, diplomatic and business communities, both foreign and local.
While I personally question the business model of a free newspaper, I have come on the scene as CEO rather late, and the Kyiv Post was launched as a give-away 15 years ago by then-publisher Jed Sunden. I don’t see that aspect of the newspaper changing.
One of the strengths of the newspaper is that it is available during the week at about 200 distribution points. Certainly with its target audiences, it has high name recognition and is a stellar brand. I say that as a long-time reader and not because of a sudden epiphany.
The Kyiv Post’s printed edition is also, in the narrowest sense of the word, a monopoly (There are two other editions of the Kyiv Post, both online, with one being in Russian and Ukrainian).
There is nothing like the Kyiv Post among the city’s English-language newspapers. Some merely are bad translations of Russian- or Ukrainian-language publications; another ranks fairly low on the respectability scale. There is, of course, What’s On, but they don’t do what we do.
I’ve been given the charge to turn the Kyiv Post into a profitable organization. There are two tried-and-true ways to do this: Build revenue or cut expenses – the same tools that many of our readers have in their businesses. There’s no magic here.
However, cutting expenses doesn’t light up the scoreboard; to diminish the product would be a shame. That doesn’t mean some tinkering for efficiency cannot be achieved, and we are pursuing such adjustments, particularly as they relate to the online Russian/Ukrainian edition.
My years in business suggest that a company needs a reason – self-interest – to buy an ad.
It is our job at the newspaper to give them that reason.
I don’t want to cut to the bone, and I don’t believe the publisher and owner, Mohammad Zahoor – who has put considerable money into the publication – wants to do that, either. His investments have resulted in quality coverage and enhanced readability.
So, what do we do? We must operate on the plus side. This is where I need your help.
For the last month, I have visited business leaders in the community. Their thoughts have been enlightening, and they have been varied in their criticism and praise. However, one thing is clear: Kyiv would be less of a community without a vibrant Kyiv Post.
The leader of a top accountancy firm even suggested that businesses would support the Kyiv Post as a corporate social responsibility project. It was a nice thought, but they won’t.
My years in business suggest that a company needs a reason – self-interest – to buy an ad.
It is our job at the newspaper to give them that reason. It is not as though we have been asked to find the Holy Grail. The answers are out there.
The reasons for advertising must go beyond a readership of 25,000 and what I consider a dream target audience: banks, professional firms, employment agencies, tourism companies, some consumer products, real estate firms, health facilities – I could go on and on.
When the Kyiv Post does special business focus issues – about once a month – it pays for itself. If the newspaper is a good buy for special editions– and it is – why wouldn’t it be just as good a buy in non-business focus issues, where the ad would stand out even more?
Additionally, let’s think in terms of a six-month or year-long investment that builds consistency. This allows the newspaper’s commercial side to come up with extra-value add-ons while, at the same time, offering steep discounts.
We’re just full of ideas about how to give advertisers real value.
In other words, if you believe in the Kyiv Post, come on down! We’re ready to make a deal.
Michael Willard is the CEO of the Kyiv Post.
