Youth mass media in search of standards

The week before last, Kyiv hosted the First All-Ukrainian Youth Press in Ukraine exhibition initiated by the Socialist Congress of Youth. Despite the fact that youth outlets from virtually every region of Ukraine were presented, a dark side was registered in the development of this sector of the information market. According to State Committee for Television and Radio data, there are 174 youth publications registered in Ukraine. However, less than 10% come out at least once a week; the others are monthlies or quarterlies. Thus, the forum’s participants stated that the young are in fact thrown out of the nation’s information theater. Most youth media problems are similar to the adult ones: attempts to use them as means to influence potential voters (in many cases they are pressured by local authorities); low circulation making it impossible to financially break even; lack of serious analytical articles (a considerable part of youth media outlets are tabloids). Perhaps creating a youth media association could solve some of these problems. This idea was put forward at the exhibition. The same problems were discussed in more detail at master classes held in the framework of the exhibition. One of them was devoted to The Day’s experience in communication with our readers.

The reader has to be prepared to receive serious analytical information. Simultaneously, for The Day communication with our readers has development potential. This thesis became a starting point for an account of ways of The Day gets feedback: our permanent Den’ Mail section, readers’ forums, contests (primarily those designed to formulate values — Ukrainian Hero or Life Ukrainian Style), presentations of our Ukraine Incognita collection. The audience of the master class also recalled The Day’s photo contests, suggesting dividing them into two streams: for professional photographers and for amateurs. However, the very fact of publishing a photograph in our newspaper is evidence of its being recognized as professional. Moreover, the audience was interested in the special features of The Day’s editorial policy, a social portrait of our reader, and opportunity for purchasing Ukraine Incognita second edition and the next book from Den’/The Day’s library dedicated to controversial moments in the history of Ukrainian-Russian relations, (recall that you can order these books at +38 (044) 414 6400, 414-4066, and413 4331 or by email at [email protected]). An already traditional contest was held for the best question to The Day. The prize, Ukraine Incognita, was awarded to the editor-in-chief of Molod Donbasu [Donbas youth] newspaper Serhiy Chornykh, though not for the best question but for the most active participation. In general, the master class has demonstrated that The Day’s experience is of interest for our younger colleagues, which was proved by the fact that after it some participants became willing to work with our newspaper.