Marketing agency Netpeak is launching a new media about marketing — SLID Media. The project will focus on the Ukrainian market, global trends and practices for CMOs and business owners.
Marketing agency Netpeak is launching a new media about marketing — SLID Media. The project will focus on the Ukrainian market, global trends and practices for CMOs and business owners.
Oleksiy Bondarenko, founder of Lirum media and former editor-in-chief of AIN Business, became the editor-in-chief of SLID Media, Vector writes. The editorial team also includes part of the team that previously worked on the corporate blog Netpeak Journal.
According to Bondarenko, the decision to launch a separate media outlet is due to the fact that the team sees «space for another media outlet» in the Ukrainian marketing niche.
«We want to build new formats and talk more deeply about marketing, highlight global trends and how they can be used in Ukraine, and be a professional platform for CMOs and founders,» he explains.
Netpeak has had a corporate media outlet, Netpeak Journal, for over a decade. It will continue to operate, but SLID Media is positioned as a separate editorial product with a different audience and distribution model.
As the team explains, Netpeak Journal will remain more of an agency «showcase» and corporate blog, while SLID Media will operate under a more classic media model.
«Most of the Netpeak Journal materials are written by Netpeak specialists, not the magazine’s editors. The materials for SLID Media will be written by editors. As it should be in the media,» says Bondarenko.
He adds that the team plans to use a journalistic, rather than advertising, approach to content. At the same time, the media outlet does not plan to focus on investigations or corporate conflicts.
One of the most interesting details of the launch was the focus on Instagram as a key distribution channel.
According to Bondarenko, this is a reaction to the change in media consumption and the decline in traffic on traditional sites. «I see a general trend that media is increasingly going to Instagram. Traffic on traditional media is falling rapidly: both due to the popularity of social networks and due to AI-overview,» he explains.
Despite this, SLID will have a full-fledged website with large texts, as well as pages on Telegram and Facebook. At the start, the editorial team plans to publish two large materials per week. Among the first topics are an analysis of the marketing of Ukrainian gyms, research on the «kidalt» audience, and texts on the use of recipes in marketing strategies.
The team does not disclose the exact amount of investment in SLID Media. According to Bondarenko, there was actually no separate large budget for the launch, if you do not take into account the salaries of the editorial staff and Netpeak’s internal resources.
Currently, six people are working on the project. Additionally, the agency is bringing in designers and marketers from internal teams. At the same time, Bondarenko estimates that launching a niche text media today can cost from UAH 100,000 to UAH 400,000.
Currently, SLID Media is working in the MVP format. The team plans to spend at least six months testing hypotheses, analyzing audience reactions, and building processes. There is no talk of self-sufficiency yet. There is also no final business model.
In the future, the team allows for the emergence of paid formats — for example, closed clubs for CMOs or benchmark studies, but this is only one of the possible hypotheses for now.
