Serving a Vital Function

Walter Kish


The somewhat delayed annual meeting of the shareholders of this paper is due to take place in a week’s time, and I wish I could say I was looking forward to it. I imagine that in the good old days of this paper’s existence, when subscribers and ad revenue were both plentiful, the annual meeting was an upbeat occasion where the business agenda was a more of a pleasant formality, and the occasion provided a welcome opportunity to renew old friendships, bestow congratulations and generous "back patting" all around, and indulge in friendly debate on the issues of the day. Unfortunately for the past four or five years, the meeting has become more of a trial, with attention focused more on whether the paper will survive another year.

It was obvious three years ago; when the current Board of Directors took charge that the paper was in serious trouble. Declining subscribership and advertising revenues had pushed the paper’s finances well into the red. Although still respected for its content and quality, the paper had become somewhat "tired" and outdated, and had great difficulty attracting younger, Canadian-born readers. The new Board undertook an ambitious program to renovate and modernize the paper’s content and appearance. This was to be accompanied by a determined push to attract new readers and subscribers, thereby concurrently placing the paper’s finances on a more sound and sustainable footing.

It is now three years later, and the results of those original hopes, plans and dreams are fairly clear. On the qualitative side, we have enjoyed considerable success. Today’s New Pathway is clearly a much better paper, with eye-catching design, effective use of colour, bilingual content, a broader variety of content and a respected and talented range of journalistic and editorial contributors. The vast majority of feedback from our readers has been very positive in complementing the changes made to the paper’s content and appearance. The Ethnic Press Council of Canada recently recognized the scope of the achievement, when Heritage Minister Sheila Copps presented this paper with the award for the Best Editorial and Design of any ethnic newspaper in Canada at a special awards ceremony at Toronto’s National Trade Centre.

It would be gratifying if this qualitative improvement had been paralleled by a similar one the financial side. Unfortunately, that task has proven to be far more problematic. There have been some positive accomplishments. We have managed to stop the steady decline in subscribers that had been characteristic of the past decade, and have in fact shown a modest growth in subscribers for the past several years. However, this growth has been nowhere near enough to make a dent in the paper’s deficit financial position. Despite numerous promotional efforts and campaigns, it has become obvious that the paper will probably never again reach those levels of circulation necessary to making it a profitable enterprise. In this, we are not unique. Most Ukrainian as well as other ethnic newspapers would not survive without the financial support or subsidization by commercial or community organizations.

This paper has been kept afloat by the generous financial support of its founding sponsors, the Ukrainian National Federation, and if it is to survive, that continued support is both necessary and crucial. Although one might be tempted to characterize this as charitable support, one should not forget that this paper serves a very vital function as a voice for both the organization and the broader Ukrainian community. It keeps Ukrainians in Canada informed about news and events that should concern them, and mobilizes public opinion and action on issues vital to the Ukrainian community. In disseminating the truth about what is happening in Ukraine, it keeps pressure on the Ukrainian government to live up to its commitments on democracy as well as political and economic reform. In a broader sense, by its continued existence, this paper provides testimony to the fact that a self-aware Ukrainian community exists and is a force to be reckoned with.

Without The New Pathway, the Ukrainian community in Canada, and the Ukrainian National Federation in particular, would lose significantly in influence and self-confidence. The upcoming Annual Meeting will undoubtedly feature much debate on the paper’s future. I can only hope that most of the discussions will center on how to make the future happen and not on whether there is a future for this paper.