Check out the full episode on Apple Podcasts or Spotify. Let me know what you think: bmorrissey@gmail.com.

The war in Ukraine is now six weeks old, likely to drag on even longer. It’s important to consider how vital an independent and free media is to a free and independent Ukraine. I visited Kyiv in the fall, and I wrote about how the media operates in a far more complicated context there than in a place like the U.S.

This challenge got greater in the wake of an invasion that’s mostly ground the economy to a halt. Andrey Boborykin, executive director of news outlet Ukrayinska Pravda, told me on this week’s episode of The Rebooting Show that the independent news media in Ukraine for now must rely mostly on grants from foundations and individual contributions from abroad. (Ukrayinska Pravda is also now publishing in English.)

“We are in a very tough position when we speak about reader revenue, because here we are competing with expenses for food and transport and utilities,” he said. “We don’t have the culture of people paying for content.”

We spoke about his own experiences being displaced in Ukraine twice, as well as how Ukrayinska Pravda is continuing its operations. I wanted to have Andrey on to bring attention to the threat to sustainable and independent media in Ukraine. Andrey and Eugene Zaslavsky of the Ukraine-based Media Development Foundation have set up a local news emergency fund to help independent media in the country get over to the other side of this tragedy.

The institutional-individual divide

The shift from institutions to individuals is happening in many areas of the economy and society. The Economist noted that influencers were “initially dismissed as credulous Gen-Z folk who had mistaken posting selfies for having a job” rather than being the entrepreneurs they are. The same is happening as the media business itself goes through a reorganization that shifts more power to individuals. Dean Baquet’s get-off-Twitter missive to his newsroom can be seen in this light. Reporters should be out reporting, not tweeting all day and having their viewpoints trapped in the Twitter bubble, not to mention the fact that many NYT journalists are “bad at Twitter.” (Starting a Twitter fight is like engaging with a mascot at a sporting event: Impossible to emerge from the encounter looking good.) The Times is in a unique position to be able to set its own expectations as a brand that employs individuals. Other publishers will have a tougher time.

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Independent media in Ukraine

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