How a bold Estonian weekly defied Soviet norms to redefine national journalism

Entertainment · Published 3 October 2026 Swipe more like this →

In short: Launched in 1989, Eesti Ekspress emerged as the first politically independent newspaper under Soviet rule. By leveraging Gorbachev’s policies of glasnost and perestroika, it broke from tradition to become a hub for investigative reporting, digital innovation, and a distinct, liberal voice that continues to shape the Estonian media landscape today.

Established on September 22, 1989, by Hans H. Luik and his associates, Eesti Ekspress was a radical departure from the state-controlled press of the late Soviet era. Headquartered in Tallinn, the weekly publication distinguished itself through its sheer size and its early adoption of advanced production methods, including photographic typesetting and digital publishing technologies. This technical ambition, however, led to a lasting linguistic quirk: the paper frequently substituted the characters 'š' and 'ž' with 'sh' and 'zh'. While these characters were cumbersome for the computer systems of the late 1980s, the newspaper's widespread use of these alternatives influenced the spelling of various loanwords and transliterated Slavic names.

The publication is currently owned by AS Eesti Ajalehed, a subsidiary of the Ekspress Grupp, which is publicly traded on the Tallinn Stock Exchange. Over the decades, the paper has maintained a consistent format, though it underwent a significant visual transformation in March 2010 when it adopted a magazine-style layout measuring 275 by 355 millimeters, drawing inspiration from European titles like Stern and Der Spiegel. In 2014, the publication schedule shifted, moving its release day from Thursday to Wednesday.

Known for its investigative rigor and liberal editorial stance, the newspaper has frequently courted controversy. A notable instance occurred in 2001, when the publication featured a drawing of Efraim Zuroff, a representative of the Simon Wiesenthal Center, portrayed as a malevolent figure. This followed Zuroff's efforts to present evidence regarding Harry Männil, an alleged Holocaust perpetrator, to Prime Minister Mart Laar. Despite such polarizing moments, the paper remains a cornerstone of Estonian journalism, maintaining a circulation of 28,000 copies as of 2015. Its history reflects the broader transition of Estonia from Soviet control to a modern, independent state, consistently prioritizing innovation and critical inquiry.

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