Independent Ukrainian regional media face daily challenges: declining advertising revenue, changes in social media algorithms, and competition with large platforms. That is why effective monetization programs are key to their development and sustainability.
Such programs not only help newsrooms achieve financial independence but also allow them to experiment with formats, improve content, expand their audience, and implement innovative solutions. As part of the Ukraine Innovative Media Program, implemented by the Association Independent Regional Publishers of Ukraine in collaboration with the Media Development Investment Fund (MDIF), five regional media outlets were selected in April to receive support for their business initiatives. Each of them was granted €10,000 for the implementation of their projects.
— Through projects like the Ukraine Innovative Media Program, we help local media implement innovations, expand monetization opportunities, and create high-quality content, says Oksana Brovko, СЕО of the Association Independent Regional Publishers of Ukraine (AIRPPU).
Recently, we shared the success stories of three media outlets that have successfully monetized their video content: Odesa life, Kremenchutskyi Telegraph, Kolo.News.
But that’s not all! We have prepared a follow-up where we will talk about the next group of participants who also received support (both financial and mentoring) and focused their efforts on optimizing their websites, increasing advertising revenue, and developing new content formats.
Molodyi Bukovynets: new website design
The Chernivtsi editorial team decided to focus on three key areas within the project:
— SEO optimization of the website
— Redesigning the platform
— Creating a directory of local businesses
All these goals were achieved despite technical challenges, emphasizes Serhiy Pervozyvanskyi, the commercial director.
— We conducted a detailed SEO audit of molbuk.ua and received a list of improvements and fixes that needed to be implemented. Over six months of work, with the help of a mentor, we managed to optimize about 70% of the website’s structure, remove unnecessary and incorrect tags while adding new ones, enhance and expand the website’s microdata, and much more. Additionally, thanks to the newly developed and implemented website design, we achieved faster page loading speeds(by 10-20%, depending on the content of the page) and reduced server load by 20%, making the platform more user-friendly, — he says.
Created a business directory from scratch
One of the key steps toward financial stability for Molodyi Bukovynets was launching a business directory, designed to attract advertisers more effectively.
— We started from scratch: purchased a template, translated it into Ukrainian, developed the database structure, created a custom design, and built a specialized menu. The directory now includes over 1,800 verified businesses with up-to-date information. We also successfully launched an ad campaign in Google Ads for both the directory as a whole and its specific categories, — says Serhiy Pervozyvanskyi.
This tool simplifies access for businesses to advertising opportunities while fostering long-term partnerships, ultimately strengthening the newsroom’s financial independence.
— In March, we will continue working with our mentor to further promote the directory in the market and enhance its monetization potential. Additionally, we will keep improving our website design and SEO optimization, as these factors positively impact user behavior and help us attract more funding for the media. Thank you to the Association and its partners for this project, the push toward growth, and the invaluable mentorship support, — he adds.
Hryvna is in Top three leaders
The Kherson-based media outlet Hryvna not only improved the quality of its content within the project but also boosted its recognition, strengthened its ranking, and secured a spot among the top three leading publications in the Kherson region.
— We focused all our efforts on improving the quality and expanding the reach of our informational content for the people of Kherson and southern Ukraine. Our journalists prepared a series of reports on the restoration of Kherson, the return of its residents, and the region’s future prospects, which helped increase audience trust. Additionally, we received strong mentorship support — our team underwent training on content promotion in social media and the creation of SEO-optimized articles, — says Serhiy Bolotov, director of Hryvna.
Despite intense shelling in the region and safety threats to journalists, which complicated newsroom operations, the monetization process for the website took longer than expected. However, the team remains committed to overcoming these challenges and continuing its mission.
Launched advertising sales
— We are really pleased with the results: we have increased both the quantity and quality of original content, from 39-45 articles in March to 56 in November. We also started planning video content production and have already created 31 video reports.
— We successfully launched our YouTube channel Unbreakable South, expanding our audience reach, including viewers from Odesa and Mykolaiv, — says the manager. — In November, we switched to a new administrative panel, grew our social media following (Facebook, Instagram), and ranked among the top three news platforms in Kherson region. Since the full-scale invasion, the advertising market collapsed. Our newspaper only resumed publication after the de-occupation of Kherson. For two years, the website remained stagnant — no registrations on ad exchanges, no ad sales managers. But in 2024, we finally managed to restart advertising sales, generating a revenue of 250,000 UAH. This result is very encouraging, so we will continue working actively in this direction.
The financial support provided through the program helped cover the salaries of journalists and a content manager. In the coming months, the team plans to:
— Actively promote content
— Finalize technical improvements in the admin panel
— Launch Google ad campaigns to drive traffic
— Strengthen work with state registries to access exclusive content
— Increase the number of original articles and introduce new sections, including historical topics
All these efforts aim to achieve financial independence and continue producing critical, fact-checked journalism in a region still under enemy threat — where reliable information is a lifeline for Kherson.
— We are not stopping here — our Association team continues to seek opportunities for the development of regional media in Ukraine. We find individual solutions tailored to the specific needs of different newsrooms, considering their unique situations. All our efforts are focused on achieving positive changes in regional media, strengthening their resilience and financial sustainability, and ensuring they can continue their work, especially during the war,— says Oksana Brovko.
On a related note: We recently announced that 12 regional media outlets will receive emergency funding as part of the Plan B project, initiated by AIRPU in response to the freeze in funding from American donors.
In March, approximately 40 more media outlets are expected to receive this support.
