Steady as she goes? Or go boldly where none have tread before?
With the merger of Toronto's two Estonian language newspapers certain issues are sure to arise. Not the least the fact that, although with the amalgamation of two subscriber bases potential readership has grown, the new publication must consider its market very carefully.
There was a reason for competition, some read both papers, others subscribed to just one.
One difference between the former Free Estonian and Our Life was the presence of an English page, sometimes depending on available material in the plural. The new proprietors of Toronto's Estonian voice have chosen to continue publishing material in English, a decision reflected by the fact that many second and third generation Estonians abroad find reading in English less challenging than in Estonian. As well, there exists the hope that these same individuals might contribute to the new newspaper, as writing in English is for many easier, than wrestling with the mother tongue.
It is to be hoped that this will be the case, as the venture will depend greatly on the community. As many well know, the Estonian community abroad is showing signs of enervation. Moral vigour exists, as demonstrated by the success of our most recent international festival, esto2000. Yet, in general, those leading the community are not getting any younger, and the hectic lifestyle of today's middle generation often means that there is little time available for contribution to the ethnic community.
There is, however, cause for cautious optimism. We are seeing growth in the membership of certain youth organizations, thanks to demographic trends. Scouting, Estonian language schools, folkdancing groups are all experiencing a rise in participation. But the newspapers were always seen as a voice for the older generation, rather than the up-and-coming ones. With the passing of the torch the newspapers must accommodate this reality.
Thus it is up to the reader to assist in keeping this vital organ of communication alive. With the infusion of assured capital from the non-profit organization Tartu College, the publisher of the new paper, financial issues should not be a concern.
What is of concern is how to attract and keep readers to keep the paper vital and significant. As well, written contributions will have a considerable impact.
To this end the editors of the new publication welcome input. We are not necessarily going to change the father's paper - just make it more appealing to the daughter as well. Thus suggestions are more than welcome. More political analysis? More music reviews, focus on the visual arts? Specials on notable people contributing to the community at large? Travelogues?
Focus on Estonian issues? Any and all such suggestions will be seriously considered, and naturally, accepted. For it is a fact, that in order to reflect a community viewpoint the community must be involved. It is not in the interests of everyone to have but a few dominate discussion, nor is it realistic to expect a balanced viewpoint in such a case.
There are sufficient numbers out there to support this new venture,whether by subscribing or contributing material. Certainly, there will exist a period of growing pains, of tailoring material to satisfy the majority. By acknowledging this fact at the outset, the hills to be climbed will be less steep.
The Estonian (Toronto) Credit Union is a vital, successful part of our community. Their slogan is - in unity, strength. Support for Eesti Elu, Estonian Life, will also provide strength to the community. It is encouraging to observe that most Estonians here have sounded a favourable note about the merger of the two Toronto based newspapers.
Now, continued support will ensure that a quality publication,reflecting the interests and views of more than one or two generations will continue to flourish and provide all with a free, democratic forum in which to express opinions in a positive fashion.
TÕNU NAELAPEA
Charting the future
Archived Articles | 09 Jan 2002 | EWR
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