Dusk Sets Upon Newspaper for the Elderly (2)

Photo: Postimees/Scanpix
8/29/2013 3:11 PM
Category: Economy

Videvik (Twilight), a weekly Estonian newspaper whose target readership is the elderly, has said it will have to shut down due to low readership.

"Because our print run has become so small, it is not possible for the newsroom to continue to produce the publication,“ the newspaper said on its website.

"We again applied for financial support from both the Cultural Endowment and the Gambling Council, but unfortunately without success.“

Founded in 1990, the newspaper was published on Thursdays and at in its golden age had around 20,000 subscribers. That number shrunk to about 1,000 before the paper closed its doors. A statement on the paper's website pointed to the fact that there are 400,000 pensioners in Estonia, making up nearly a third of the population, though it is true that many don't read in Estonian.

The statement said: "It has been nearly a quarter of a century. [At the time it started,] new winds began blowing in Estonia. The elderly people started to become noticed, or to put it more correctly, the older generation became conscious of itself, its problems, its weaknesses and strengths. Unions, associations and societies for the elderly began to emerge; at some point the Estonian Pensioners and Families Party was founded and even made it into Parliament. But even before that, the former leadership of the Social Affairs Ministry realized that the elderly needed their own newspaper.“


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