5 years of a glossy alternative

Readers, friends, partners, and advertisers of Route No. 1 are having a small holiday. Soon, it will be five years since the release of the first issue of the glossy supplement to Den. Being absolutely unlike any competitor, it has got an original style, made up of fresh presentation, aesthetics of its format, colorful pictures and accurate texts, from the very first issue, which was devoted to our capital and released under the title “Living Spaces of Living Kyiv.” Then, just before the start of the European Football Championship Euro 2012, Den’s editor-in-chief Larysa Ivshyna’s idea to convey significant meanings in a glossy format, that is, to offer readers an image of unknown and unique Kyiv “from inside” – that idea proved to be surprisingly successful. The magazine sold out very quickly. It was not only popular with tourists and visitors, but actively bought by the Kyivites themselves.

The football championship passed, but Den’s creative team, led by the editor-in-chief, decided to keep working on it, as the new format seemed to be a promising, and most importantly, highly demanded project. Today, Route No. 1 is created by Kateryna Melnychuk, the glossy supplement editor; Anna Havryliuk, the artist; Maria Prokopenko and Olha Kharchenko, journalists; Anna Mazurenko, Den’s deputy editor for development, and others.

Another interesting story is the origins of the idea to create a glossy publication which has no analogues in the Ukrainian market. Ivshyna repeatedly admitted that it was a long-cherished plan. However, she dared to implement it only after a landmark encounter.

“At first, we decided to make Den into a newspaper unlike any other. In addition, we decided to create an English-language newspaper as early as 20 years ago. Then came the book project Ukraine Incognita. In due time, a glossy magazine appeared on Den’s project tree. It was a logical step, was not it? Again, it has been a magazine unlike any other. After all, the glossy products that previously filled the Ukrainian market were mostly ‘reposts,’ that is, their publishers followed Russian models which were following French ones in turn. We had to venture into something else. Since we realized that the market inertia was extremely high, it was a hard decision to make,” recalled Ivshyna. “Still, we decided to pave a new way and seek partners who believed that Ukraine was capable of independently creating new aesthetics. I postponed implementation of this idea for some time... One of the nice events which made me realize that we could finally start it was meeting a girl who at the time worked in a corner shop at a shopping center, and postcards she made impressed me with their accurate lines. Thus began our inspired creative union with the artist Anna Havryliuk. At last, Route No. 1 paved the way for Den’s new aesthetics.”

In the five years since its launch, the glossy magazine has had 54 issues, and circulation has increased to 35,000 copies. Since the beginning of 2014, Route No. 1 has been sold not only in retail outlets (via our partner networks, including five-star hotels, restaurants, boutiques, and newsstands), but also by subscription through Ukrposhta (its subscription index is 86147).

The defining feature of Route No. 1 is a new theme which is proposed monthly by the creative team. Their content speaks for itself: “Ukrainians Who Changed the World,” “My Teacher,” “Time for Mulled Wine,” “My Book,” “The Ukrainian Eden,” “Indigo,” “On Danylo, King of Volyn and Halych,” “The Smart House, Tips,” “The Axiom Farm,” “SUPERMEN: The Ukrainian Version,” Gymnastics – STYLE,” and “The Union between Ukrainian Khutors… and the Internet.”

A special success story of Route No. 1 has been created by issues devoted to Ukrainian cities: “Poltava,” “Chyhyryn,” “The Christmas Carpathians,” “Volyn – a Land of Calm Strength,” “Odesa: Polyphony,” “Olbia,” and “Unusual Story of Sumy.” Even residents of these regions themselves admit that nobody else has covered their cities in that manner. Our high-profile issues include “The Union between Ukrainian Khutors… and the High-Speed Internet,” “Kitchen,” “Opera,” and “Fashion-Conscious Ukraine.” The content of each issue of the glossy magazine that has long become a true phenomenon in the Ukrainian media space abundantly deserve coverage of their own.

As Den’s creative team perfected the publication’s format, the glossy supplement was becoming even more colorful, increasing in volume, and getting filled with new topics. Today, the magazine is not only the continuation of Den’s meanings in the glossy version, but also an independent media phenomenon which has a stable audience of its own. It also has won credibility. Of course, we have heard that the world’s glossy magazines have collections of covers, and the Vogue Cover enjoyed great popularity at one time. Past year, theater artists Bohdan and Olena Polishchuk contacted us because they organized a similar exhibition at the Museum of Books and Printing. For the first time ever, a Ukrainian glossy publication got exhibited in a museum. The event was a display of Route No. 1’s covers.

Stay loyal to Route No. 1 and discover the unknown pages of our country for yourself! Incidentally, all themed issues can be ordered even today, both online at Den’s website (https://day.kyiv.ua/uk/catalog/9678) or at our office’s sales department by calling (044) 303 96 23.

“THIS PUBLICATION IS UNPARALLELED NOT ONLY IN UKRAINE, BUT PROBABLY ANYWHERE IN THE WORLD”

Svitlana BONDAR, senior lecturer of the Department of Journalism, Advertising and Publishing, Mechnikov National University of Odesa:

“I have read Route No. 1 with great pleasure since the first day. I have also looked closely into and carefully studied its infographics and enjoyed incredible pictures. On the one hand, I cannot believe that it has been already five years since it appeared, but on the other, so many events occurred during this period. Without a doubt, this publication is unparalleled not only in Ukraine, but probably anywhere in the world. It is kind of a light version for Den’s smart reader, allowing them to relax and get some rest. It also targets those who want to get nothing but fun from reading and never handle anything more complicated than a TV program guide or think about anything more complicated than the next TV series. There is a chance that this sort of audience will be attracted by wonderful illustrations, paper that is pleasant to the touch, and large format, and with that, they will have an opportunity to ‘swallow’ some interesting text and informative infographics. And then, perhaps, they will begin to worry about important social issues and read Den, because they will get interested in high-quality content, while the wait for a new issue of Route No. 1 will be just too long. Generally speaking, good qualoids, that is, thoughtful and idea-filled press for the intellectual part of the public, is now held in high regard. Therefore, I would like to wish your contributors new and interesting themes, your photographers – incredible landscapes, your marketing department – wealthy advertising partners, and your entire team – the inspiration for the new Routes. After all, your readers always look forward to a fresh issue.”

“THESE ROUTES REALLY HELP LIBRARIANS, BECAUSE WE HOLD BOTH READERS’ CONFERENCES AND THEMATIC HOURS…”

Liubov LEVCHYK, director of Zaturtsi Rural Branch Library, Lokachi raion, Volyn oblast:

“My special thanks go to the Volyn issue of Route No. 1, which is still read and reread here. We got that magazine, together with new books published by Den, as a gift to the Lokachi Raion Library from our compatriot, editor-in-chief of Den Larysa Ivshyna. The raion library shared these treasures with some rural libraries and ours was the first to get them, because Zaturtsi hosts the Viacheslav Lypynsky Museum-Estate, and hence displays great interest in our history. All the books which Den has sent here are also read and reread, for such literature is in demand and finds its reader in the countryside too. Meanwhile, the glossy supplement Route No. 1 never even reaches the library shelf. People sometimes ask to take it home, and I agree: let them read. Soon after receiving it, I held a local history lesson based on the Volyn-themed issue for students of the local school at the premises of the Lypynsky Museum-Estate.

“We, librarians, badly need such issues and Routes, as we find there truly diverse information on various subjects. After all, we hold both readers’ conferences and thematic hours. Now and then, I find an interesting fact there or notice a picture which is a must-see for everyone...

“Currently, rural libraries are poorly supplied with magazines for truly educated readers. When we get something, it is mostly publications for housewives and gardeners or collections of life stories... Meanwhile, Route No. 1 is colorful, informative, and truly Ukrainian in its spirit.”

“I USE THE GLOSSY MAGAZINE WHEN PLANNING A VACATION”

Taras BUKRIEIEV, historian, Kherson:

“Without a doubt, Route No. 1 has long been a true media phenomenon of its own in the world of Ukrainian glossy publications. Route No. 1 offers one an opportunity to explore Ukraine from different perspectives. However, the glossy magazine is also a really effective tool for intelligent relaxation. The nice thing is that Den’s publication never ceases to surprise us with its themes which range from tourism to cultural studies.

“I have read Route No. 1 for over three years. During this time, the publication has become an integral part of my leisure activities. Also, I have repeatedly used the glossy magazine when planning a weekend or a vacation, and equally importantly, have repeatedly used Route No. 1 in my teaching work, in particular, issues ‘On Danylo, King of Volyn and Halych,’ ‘Chyhyryn,’ and ‘Ukrainians Who Changed the World.’

“One of my favorite issues of Route No. 1 is ‘The Ukrainian Eden,’ and not just because this issue includes beautiful infographics about the attractiveness of Kherson region for tourists, who appreciate its parks, national nature reserves, ‘four elements’ tourism, and the picturesque Dnipro wetlands, but also because its content makes it possible to re-evaluate the tourist attractiveness and potential of Ukraine overall. Today, it is very important for the Ukrainian society, as we need to travel, develop, and remove ‘blind spots’ in our knowledge of our regions and stereotypes about our people.

“I wish Den’s team and Route No. 1 contributors in particular to continue on their creative path and keep finding new topics, interesting people, and readers who like precisely such glossy publications.”