Producer’s Approach in Local Periodical Media Management

Abstract

Introduction. Local media in Ukraine face unprecedented challenges due to the privatisation of the press, digitalisation, the COVID-19 pandemic and the war, which has led to the closure of many publications. At the same time, digital platforms and community engagement are opening up new opportunities. This study analyses the producer’s approach as a model for management transformation, emphasising the key role of the editor-producer. Methods. The study uses qualitative methods, including analysis of previous publications, reports from local media collected by the Ukrainian Media Business Association (UMBA), and semi-structured expert interviews with managers of local multimedia publications conducted from March to May 2025. The methods of synthesis and comparison were used to articulate the producer’s approach. Results. The study defines the producer’s approach as a five-component model: 1) focus on the needs of the audience and communities through solutions journalism; 2) professionalism and adherence to ethical standards; 3) rational organisation of work processes; 4) team and resource management; 5) flexible financial models. These components respond to challenges such as declining subscriptions, weak monetisation of digital platforms and staff shortages, helping to engage audiences and ensure media sustainability. Discussion. The producer’s approach redefines the role of the editor as a strategic, creative, and entrepreneurial leader who creates value for the community. This approach is consistent with the principles of solutions journalism and uses omnichannel communication to increase trust and influence. Further research will analyse successful cases, omnichannel management and innovative financial models to ensure the sustainability of local media in times of crisis.