Ukrayinska Pravda: Designed, built and implemented three-tier reader revenue model
Context:
Launched in 2000, UP is one of Ukraine’s oldest and biggest media (40 M monthly visits).
Reputation for editorial independence – widely recognized as “newspaper of record”
Historically dependent on digital ads for revenues, resulting in significant risk/ exposure during early pandemic-linked market crash
Key activities:
Designed reader revenue model (value prop, product development roadmap, visual design, payment solution etc.)
Secured external partner participation in the bundled membership tier (BD)
Solution implementation: product management, recruiting and training, preparing and running marketing campaign
Results:
All three tiers attracted 2,500 paying members, generating 10% of the organization’s annual revenue in its first six months (with continuous growth of average ticket)
First successful case of bundled membership in Europe’s media industry – members can access to bonus offers (discounts, premium products etc.) from more than 30 partners in B2C segment
