Ukrainian journalist and storyteller Maksym Eristavi faced the challenge of sustaining high-quality independent journalism, while growing his digital platform. Through data-driven experimentation and continuous audience feedback, he built a sustainable model rooted in trust. Maksym’s journey shows how independent creators can thrive by blending storytelling, strategy, and a deep understanding of their audience.
By IDEA Consult
Ukrainian journalist and storyteller Maksym Eristavi demonstrates how independent journalism can be both impactful and financially viable by blending audience insights with digital tools. By continuously engaging with his readers and adapting his strategy based on feedback, he has built a sustainable model grounded in trust, authenticity, and strategic use of digital platforms.
As an independent journalist with a significant digital following, Maksym Eristavi faced a dilemma that plagues many in modern media: how to sustain high-quality journalism, while balancing limited time, platform management, and community engagement.
Operating outside institutional media structures, Maksym was committed to preserving journalistic standards. However, meeting this standard required more than just effort. It demanded tools and strategy. “It takes a long time to build an audience” he explains, pointing out that audience growth, trust, and sustainability require constant engagement. Meanwhile, low levels of public trust in journalism and a growing aversion to media brands intensified the challenge.
Maksym’s solution was both practical and philosophical: use data to deepen connections with readers. He prioritised quality content and transparent relationships with his audience while employing digital tools to manage time constraints and content strategy.
By understanding each platform’s unique strengths - Substack for content engagement, Patreon for financial support, and social media for visibility - Maksym crafted a model tailored to his readers. “Really dig in and utilise all the available audience data that you can gather to try to get a better understanding of the audience and their needs” he says. He established a feedback loop that continuously refined his editorial and platform strategy.
The current media ecosystem presents a paradox: while more platforms exist than ever, monetising them remains a complex task. Maksym’s experiments in formatting and messaging across platforms revealed critical distinctions.
“People joined our Patreon to support independent journalism… With Substack, it is a different story; people are coming for the content,” he explains. Substack’s integrated social features boosted engagement and visibility, while Patreon’s membership structure offered consistent financial support. Still, each stream required time, energy, and personalisation.
And although large social media platforms didn’t generate direct revenue, Maksym recognised their power for outreach. “They are crucial for connecting to new audiences” he affirms.
One turning point came when Maksym surveyed over two thousand paying subscribers to understand their motivations. The findings challenged assumptions. Exclusive content and direct contact, while appreciated, were not the main motivators.
Instead, subscribers viewed themselves as patrons, driven by shared values. “In a way, people kind of subsidise these ideas” Maksym reflects. “They don’t mind that they are the only ones paying for it - they feel like patrons, and it is important for them that more people can learn about the topic.”
This insight reinforced Maksym’s belief that trust and mission-driven storytelling are more powerful than metrics like clicks or likes.
The result of Maksym’s approach is a resilient, audience-powered journalism platform with international reach and influence. His newsletter, storytelling content, and social commentary have become trusted sources for thousands, sustained through patronage, meaningful feedback, and constant adaptation.
For Maksym, the key to success lies in rejecting traditional media metrics. “Reach and engagement are weak markers of success” he says. What matters most is “the trust and connection that you build with your audience”.
By cultivating an active, informed community, Maksym has created a funding model that is transparent, participatory, and mission-aligned - demonstrating a viable path for other independent creators navigating a volatile media landscape.
He also stresses the importance of data literacy and audience strategy within journalism. Many journalists, he argues, still underestimate these tools. “As a journalist, make these things part of your toolbox; make an everyday, non-stop feedback loop”.
His journey underscores the importance of adaptability, community, and humility in journalism, and the power of data not as a numbers game, but as a tool for human connection.
Images: Courtesy of Maksym Eristavi
This Case Study was created under Creative FLIP, an EU co-funded project aimed at further increasing the long-term resilience of the CCSI in key areas such as Finance, Finance, Learning, Working Conditions, Innovation & Intellectual Property Rights.
Key Takeaways
Maksym Eristavi is a Ukraine-born journalist, with a two-decade career which has centred on English-language reporting about Eastern Europe by indigenous voices. For the past decade, Maksym has focused on educational journalism and social media storytelling about the legacy of Russian colonialism and imperialism.
