Moskovskiy Komsomolets is a popular daily general interest newspaper in Russia. The story of the newspaper began in 1919 and acquired its current name only in 1929. In Soviet times, the newspaper was an official body of the organizations connected with VLKSM (All-Union Leninist Young Communist League). In early 90s, the newspaper became private. Later, a media holding was founded on basis of the newspaper, which is the Moskovskiy Komsomolets publishing house that issues 84 periodicals and includes companies dealing with subscription, issuing distribution, and advertising sales. Nowadays, Moskovskiy Komsomolets newspaper is a popular periodical, with its circulation up to 700,000 copies and a 24-page volume.
Advertising in Moskovskiy Komsomolets is usually placed the way the advertised product or service would correlate with the column content on the same page, that is why MK columns can be considered as an individual advertising tool. As for the rest, the advertising offer in Moskovskiy Komsomolets shows fight to other newspapers: they are different advertising blocks. Besides, there is a four-page glossy advertising insert. Advertising in Moskovskiy Komsomolets can find a way to a wide audience in Russia.
The readership of the Moskovksiy Komsomolets includes all social-demographic groups of population, with priority of working readers from 35 years old with higher education. The majority of the readership has a middle or above middle income. Up to 60% of readers are married. As for gender balance, women prevail. The newspaper is mostly popular among aged people.
Moskovksiy Komsomolets covers socio-political issues, shows reviews on economic situation, and city and world news. Traditional columns take an important place in the editorial policy; some of them exist since the Soviet period. Here are some of them: “My Home”, “Investigation”, “Capital”, “Megahouse”, “TV-week”, “Audio track”, “Theatrerium”, “Motor Show”, “MK-football".
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