Concept
«WHERE TO GO IN THE EVENING?» is an urban media platform targeting young adults. They want to go out more often, discover new spots and events, but without spending a lot of money or time searching.
Moscow offers countless entertainment opportunities, but the sheer volume of information only compounds the problem of choice. A person checks event listings, a few Telegram channels, maps, and social media—and ends up with dozens of options that they still have to sort through themselves.
The media’s core mission is to transform the vague desire to «go somewhere» into a concrete decision.
Six-Month Thematic Plan
The plan is structured around the principle of gradual media development: initially, getting acquainted with the audience and format, followed by addressing specific situations, expanding the thematic scope, and building a loyal community.
The recommended posting frequency is 3–4 pieces of content per week. The primary platform is the Telegram channel; supplementary formats include short vertical videos and long-form articles. If resources allow, videos can also be shared on VKontakte and other suitable platforms.
Month 1. Introduction to the City and Media
Goal: To articulate the value of this project and cultivate a habit of finding leisure ideas here.Main Topics:
— 5 places you can visit today with little preparation.
— How to choose an evening in three minutes.
— Unexpected leisure options beyond the usual café.
— The «Where to go when you don’t want to plan anything» section.
Formats: welcome posts, short curated lists, polls, vertical videos, recommendation cards.
Month 2. Dates and Leisure Time Together
Goal: To help choose a meeting spot that deviates from the standard scenario.
Key Topics: — Five unconventional ideas for a date. — Places to go with a small budget. — Date nights without a restaurant: a walk, an exhibition, a workshop. — How to choose a spot that matches your partner’s mood and interests.
Formats: Long-form articles, photo collections, interviews, Reels/Shorts.
Month 3. Friends' Company
Goal: To simplify the organization of group meetups.Key Topics:
— Places to go with a group of three to ten people.
— Game spaces, trivia, and creative workshops.
— How to choose a venue when everyone has different interests.
— Ready-made plans for a night out with friends.
Formats: rankings, curated lists, video reviews, polls, routes.
Month 4. Leisure without big expenses
Goal: to show that an interesting evening doesn’t necessarily require significant spending.
Main Topics: — Evening ideas with a budget of up to 1,000 rubles per person. — Free events and city spaces. — Inexpensive alternatives to popular recreation formats. — How to plan a route while considering transportation and expenses.
Formats: budget roundups, infographics, short videos, comparative materials.
Month 5. New Spaces and Exploration of Moscow
Goal: To inspire the audience to discover unfamiliar neighborhoods and leisure formats.
Key Themes: — Moscow neighborhoods for an afternoon stroll. — Unique bookstores, galleries, courtyards, and public spaces. — Routes for those tired of familiar spots. — One neighborhood — three scenarios for an evening. Formats: Photo essays, video tours, maps, author-guided routes.
Month 6. Best Solutions and Community Development
Goal: To solidify the image of a useful urban media source and determine what recommendations the audience needs.Key Topics:
— Best spots and routes over the past six months.
— Top 20 recommendations for various scenarios.
— Reader discoveries and subscriber stories.
— Voting for future topics and neighborhoods.
Formats: curated selections, interviews, user recommendations, video reviews, and polls.
Weekly Schedule Example
— Monday: Weekly idea curation.
— Wednesday: Helpful content tailored to a specific scenario—a date night, meeting friends, or a budget evening.
— Friday: Weekend recommendations and a short video.
— Sunday: Photo reportage, a route guide, or a story about a new location.
This is a foundational model, not a rigid schedule. Frequency and formats should be adjusted based on publication results and the editor’s available resources.
Ten Content Samples
Example 1. Longread: «5 Date Ideas in Moscow If You Don’t Want to Go to a Regular Restaurant»
Format: Long-form article with photographs.Target scenario: The need to devise a date that is more engaging than the usual café dinner.Material objective: To propose several scenarios so the reader can choose the option that best fits their mood and budget.Visual design: A cover image featuring an evening cityscape, followed by one photograph for each scenario. At the end, a «Which Format to Choose?» card featuring five brief recommendations.
