Kyiv Independent’s Zakhar Protsiuk on its campaign-led approach to audience growth

Launched on November 11th 2021, just three months before Russia’s invasion of Ukraine, the Kyiv Independent (KI) is four years old. The award-winning English-language media outlet covers Ukraine and Eastern Europe for the rest of the world, and is celebrating its birthday with a campaign designed to boost its membership from 22,000 to 25,000 by the end of the year.

This week's guest is the Kyiv Independent's Chief Operations Officer Zakhar Protsiuk. KI has reporters on the frontline of the war and an investigations unit covering Russian war crimes, but also covers Ukrainian business, culture and even travel.

What struck Peter this week in speaking with Zakhar, is how focused he was on what we might consider the normal elements of building a media business. Of course we spoke about the war, but we spoke just as much about audience acquisition and retention, trust and churn. 

Listen now to hear Kyiv Independent's origin story, whether it's possible to separate everyday media operations from the impacts of Russia's invasion, revenue diversification, and the brand's shift from donations to a membership model.

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