Boulevard Bulgaria, founded in 2020, was created as a platform dedicated to free, independent, and professional journalism. Its mission is to deliver high-quality, trustworthy content that resonates with a diverse and growing audience.
What sets the Boulevard Bulgaria team apart is not only its commitment to rigorous journalism but also its forward-looking mindset. The newsroom embraces innovation, actively explores emerging technologies, and approaches its work with strong business awareness. This combination of editorial integrity, technological curiosity, and strategic thinking has positioned the outlet as one of the most progressive digital media initiatives in Bulgaria.
The Boulevard BulgAIria project was designed as a strategic initiative to strengthen the outlet’s position by integrating data and AI into daily newsroom routines and by building stronger connections with Gen Z audiences. All of this was done with long-term sustainability in mind, creating opportunities for both resource optimization and monetization among new user groups.
The project is structured around three key pillars:
1. Implementing and Training AI
Boulevard introduced an AI assistant to support editorial work, particularly in conducting background checks and summarizing previously covered topics. By training the AI exclusively on Boulevard’s own trusted content, the team ensured that every output aligns with the outlet’s high journalistic standards. This integration streamlines the production process, reduces repetitive workload, and enriches stories with accurate context.
2. In-Depth Data Analytics
Using internal tools and advanced GA4 analytics, the team created a real-time dashboard that helps them better understand trends across topics, authors, and the relationship between daily news cycles and audience interest. These data-driven insights now support more informed editorial decisions and play a key role in refining the outlet’s long-term content strategy.
3. Increased Engagement among Gen Z
The team adapted and produced stories specifically for the formats and platforms preferred by Gen Z—most notably TikTok and Instagram. By leveraging deeper insights into the habits and expectations of this demographic, they were able to distribute content more effectively and connect with younger audiences on the platforms and in the formats they use most.
The effort proved particularly successful on Instagram, where Boulevard not only expanded its Gen Z reach but also began monetizing the newly acquired audience—demonstrating both strong engagement and tangible business impact.
Before the launch of the project, Boulevard Bulgaria was already an established and trusted news outlet with growing traction among Gen Z audiences especially due to its Gen Z Diaries. However, it lacked a clear strategy for long-term growth and for monetizing this demographic group. The newsroom did not use data analytics in its daily operations and had no AI tools integrated into its workflow—limitations that affected its ability to optimize processes, scale engagement, and unlock new revenue opportunities.
The mentoring process was smooth and highly efficient. The Boulevard team worked diligently toward all targets, continuously learning, experimenting, and adapting as needed.
Despite going through a personally very difficult period, Editor-in-Chief Sibina Grigorova proved to be a strong leader and an example for her small but highly capable team. She remained receptive to guidance, facilitated direct collaboration with team members when necessary, and ensured that the mentorship translated into real progress in the newsroom.
All mentees were results-driven and demonstrated a solid understanding of the business aspects of running a modern media outlet.
Key Mentorship Areas
1. Capacity Building
The mentorship focused on developing an audience-centric, “learning by doing” approach grounded in data and forward-thinking practices. The team gained a deep understanding of audience analytics, explored both the strengths and limitations of using AI in newsroom workflows, and built practical know-how in producing and optimizing content for Gen Z audiences on Instagram and TikTok.
2. Mindset
Support was also provided in strengthening the team’s strategic and business mindset. This included exploring sustainable revenue models beyond traditional advertising, with an emphasis on resource optimization and monetization opportunities outside the website—such as branded content on Instagram and community-focused events.
In the AI pillar, the team encountered several technical challenges, including cleaning and structuring the database and integrating the AI tools into the CMS. However, each hurdle was successfully overcome thanks to close cooperation between the newsroom and external technical experts.
In the Gen Z pillar, the biggest challenge was “cracking” the TikTok audience. While the Instagram account grew rapidly and organically, TikTok required a different approach—both in topic selection and in visual and narrative format. It also became clear that the platform required the dedicated attention of a social media editor. Once this role was put in place and the content strategy was adjusted, traction on TikTok increased significantly.
A key “A-ha moment” emerged during the project: users on Instagram and TikTok rarely leave their platforms. This means it is extremely difficult to drive them to the website or monetize their attention there. Instead, Boulevard shifted to monetizing these audiences directly on the platforms—operating, in some ways, more like an influencer while consistently upholding transparency and ethical journalistic standards.
Having Veselin Vackov as an independent, highly experienced mentor with a fresh outside perspective was invaluable to our team at Boulevard Bulgaria. His ability to understand our entire team’s dynamics, combined with his deep industry expertise, helped us stay on track and maintain perspective throughout the project. – Sibina Grigorova – CEO and Editor-in-Chief
During the project, Boulevard Bulgaria introduced two new technological tools that significantly strengthened its digital operations: a real-time engagement dashboard and an AI module integrated directly into the CMS. The dashboard allows the newsroom to monitor audience response as it happens and adjust editorial decisions accordingly, while the AI module supports journalists with background context and content preparation within their daily workflow.
The outlet also recorded strong growth across its social media platforms, particularly among younger audiences. Instagram followers increased by 163 percent, rising from 5,900 to 15,500. The audience is predominantly young women, with 46 percent of followers aged between 18 and 35 and about 70 percent of the audience female. Overall monthly reach on Instagram now exceeds 1.5 million accounts, including both followers and non-followers. TikTok has also grown significantly, with followers increasing by 119 percent, from 1,725 to 3,783. The platform remains in an experimental phase as the team continues to test formats and identify the most effective content approach.
The stronger presence on social platforms has also opened new commercial opportunities. The average net value of advertising offers to agencies increased by 20 percent compared to the 2024 baseline. Advertising bundles have been upgraded to include Instagram placements alongside rich-media banners and promoted articles on the website. As a result, more than ten new clients have already purchased Instagram formats, including brands such as Mastercard, Campari, Fashion Days, Asics, Postbank, Aspall, and Hyatt.
Veselin’s advice on when to push forward and when to step back made a real difference in how we managed both the work and the pressure. He was consistently available and willing to dive into the details of our challenges, providing guidance that was both strategic and practical. Sibina Grigorova – CEO and Editor-in-Chief
These developments have helped Boulevard Bulgaria strengthen its reach among younger audiences, particularly young women. Through its Instagram and TikTok presence, as well as the “Gen Z Diaries” section, the outlet is increasingly engaging Gen Z users and bringing them into conversations about social and political topics.