(NGE) is an independent media outlet in exile, committed to providing uncensored, fact-based reporting on Russia for both domestic and international audiences. During the New Media Incubator, Novaya Gazeta Europe set out to launch their first-ever online merchandise shop, reinforcing their brand identity and creating a new revenue stream.聽Segmentation and customer development
The challenge: 70% of Novaya Gazeta Europe鈥檚 readers reside inside Russia, where their status as an “undesirable organisation” makes buying or donating a criminal offence. To still design a profitable product, having a clear understanding of the diaspora and English-speaking audience鈥檚 needs and purchasing behaviour was the basis for success. Supported by IPI鈥檚 audience research training and Khalil Cassimally鈥檚 mentorship, the team started an in-depth Customer Development process, including 12 in-depth interviews and 220+ reader surveys.
Audience research showed that readers were looking for a tangible way to feel a sense of identity and connection with independent media and the diaspora community 鈥� and that they wished for a product that radically stands out. This result directly informed the final design of the merchandise: which combine fashion and local artistry with humour and zeitgeist.聽
Merging financial sustainability and community building
On Novaya Gazeta Europe鈥檚 4th anniversary, the merchandise shop was launched alongside a multi-platform marketing campaign. In the first 14 days, over 50 items were sold with an average cart value of EUR 120, some items selling out immediately 鈥� encouraging numbers for a niche, values-driven product. In the longer term, NGE aims for the shop to become a stable element of a diversified revenue mix, alongside donations and other forms of audience support.
At the same time, the product they designed was never purely commercial, but meant to create meaning and community-building around the NGE brand and values of independent journalism. Having gained valuable insight into the financial capacity and purchasing behaviour of their readers, the team is now well-equipped to gauge what kinds of audience-supported commercial initiatives could be realistic in the future. Later this year, they will be exploring limited print designs, collaborating with exiled Russian artists and activist movements to create more complex merch designs, as well as registering their trademark.
鈥淲e are grateful to IPI for creating a space and opportunity like the Incubator, to our mentor Khalil for his guidance and thoughtful feedback along the way, and to all the fellow teams we had a chance to meet during the programme. Their projects were genuinely inspiring, and being part of this cohort made us feel even more strongly that independent journalism around the world is in very good hands.鈥�
罢丑别听New Media Incubator聽is part of the聽Media Innovation Europe programme (MIE), made possible with the support of the European Union.
