Understanding the Russian Media Landscape: A Complete Guide

The Voice is the industry leader in terms of reaching the entire audience, including online readers, with a print version of the magazine reaching 653,000 people. Furthermore, the online edition boasts over 22 million unique visitors and 4 million followers across social media platforms.

The Russian magazine 7 Dney is in second place. It has an audience of 2.8 million people and a distribution of 650,000 copies. The total number of subscribers on social media platforms is 1 025 000 with an average of 13 441 000 monthly visits to the official website. Forbes Russia is the next most-followed publication in the sector. The print version of the magazine has a circulation of 100,000 copies, with 1.1 million readers per issue. Additionally, 9 million readers access the magazine online, including subscribers from social media accounts. 

Media websites

Russian online media outlets are experiencing continued growth and expansion, offering immediate access to a diverse range of news and analytical materials. This aligns with global trends in digital transformation. 

Most cited sites:

Media in social networks

In response to stricter regulation, increased blocking, and the digitalization of the news industry, many Russian news outlets have shifted their operations to Telegram. Several have initiated their activities on this platform without delay. Here are the five most popular news channels in terms of quotability and advertising integration:

RIA Novosti

This is the official channel of the RIA agency, publishing news and analytics. It has 3.4 million subscribers and a citation index of 15,308. There is no third-party advertising on the channel.

RT na Russkom

This is the channel of the Russian international television network RT (formerly known as Russia Today). The channel has a subscriber base of 1 000 000 and a citation index of 16,849. 

Tass

This is the official channel of the TASS news agency. The channel has 523 thousand subscribers and a citation index of 12,273. It does not feature advertisements from any third-party sources. 

Baza

An independent online news channel with a specialization in investigative journalism and exclusives. It has 1.6 million subscribers and a citation index of  10,747.

They advertise mainly Russian banks, movie theaters, and quote other media publishers.

In terms of glossy, scientific, and business magazines, some have already established a robust online presence. Let us examine the social media accounts of the most prominent magazines in terms of their citation level and integration of advertising within their communities.

Popular magazines on social media

Forbes Russia

The media outlet's Telegram channel (241k subscribers, citation index — 2005) features not only business content but also well-thought-out native integrations. One example is a sponsored post with developer Sense, where the premium residential complex PHANTOM is presented as an architectural ‘sanctuary from the city noise‘.

Forbes is steadily gaining ground on VKontakte. The media company now has nearly a million subscribers. This is no longer just a news feed, but a full-fledged media platform for brand cases. One vivid example is a partner project with developer Upside Development. Through the theme of dream offices for generations Y and Z, the premium business center Upside Kuntsevo is subtly promoted here. Everything is crafted as a native story in the Forbes style, with a business tone, but a clear advertising message. This format is about context and trust, not just a banner ad.

Voice

A modern women’s magazine focused on personal stories, cultural topics, and themes of self-perception. Its Telegram channel has 46k subscribers and a citation index of 527. The media outlet is actively growing and building a recognizable voice: calm, thoughtful, with a focus on emotions, lifestyle, and strength without pretension. Voice is also present on VKontakte, Odnoklassniki, and Dzen. No commercial placements have been identified on Telegram yet. The channel is built around trust and gentle engagement.

Hello!

A glossy magazine about celebrities with a focus on personal stories and lifestyle. The media outlet’s Telegram channel has 20k subscribers, with a primary emphasis on visual content and interview quotes. Hello! is more actively growing on other platforms: 136k subscribers on VKontakte and 65k on Dzen. The publications are aimed at a female audience aged 30+, with content that is soft and magazine-style. No commercial integrations have been identified on Telegram so far.

Profil

A political and business magazine that maintains activity on social media, though without significant audience growth. Telegram, VKontakte, and Odnoklassniki each have about 10k subscribers. Despite modest reach, the media outlet continues to comment on relevant market topics. For example, a post on the VKontakte offers an overview of the current situation of car brands in Russia, without any entertainment context, but in an analytical tone. This is an example of how niche media can maintain expertise and focus, even with limited reach.

Snob

The media outlet continues to operate in the niche of cultural and intellectual journalism. Commercial integrations are done in the same style: through context, associations, and the value of content. An example is a partner post in the Snob official VK community with 'Yandex Books’, timed to the release of Guzel Yakhina’s book Eisen. The post focuses on the figure of Sergey Eisenstein and his connection to Meyerhold's theater. The sale is not forced, but embedded within the cultural narrative.

The Telegram channel has 32k subscribers, and the outlet maintains a respectable citation index (431), which reflects its influence in the professional community. It also has communities in Odnoklassniki and Dzen. Advertising integrations are presented in an editorial style: for example, a post about Sergey Eisenstein served as a native introduction to the release of Guzel Yakhina’s book on 'Yandex Books’. This is an example of ‘smart advertising’, without a direct offer, but through context that is interesting to the audience in itself.

Almost all of the magazines we featured have their own YouTube channels—for example, Snob. This provides additional opportunities for brand advertising.

Conclusion

In 2025, Russian media outlets will continue to transition to digital formats in line with the global trend towards digitalization in the media industry. This process has an impact on the entire media business, including the advertising market and media regulation. The primary drivers of this transformation are advances in technology, increased competition, evolving consumer preferences, and the emergence of mobile services. 

The downward trend in print newspaper circulation and popularity continues, with digital formats gaining ground. Analysts project that the market for printed newspapers and magazines in Russia will continue to diminish between 2024 and 2029. Consequently, numerous publications are sustaining their market presence through the retention of a devoted audience and the adaptation to evolving market conditions. For instance, numerous magazines are implementing subscription models, providing exclusive content and supplementary services to paid subscribers.
 

Snob magazine's offer to join the club and become an active member with the opportunity not only to read exclusive articles by others but also to publish its own content.

In light of the exponential growth of the Internet audience and the active consumption of digital content, it is evident that a professional approach is essential for effective promotion in the media. 

As of January of this year, the number of internet users in Russia reached 133 million. This trend is driving the development of digital media, and brands are finding it profitable to invest in advertising, which is stimulating further digitalization of media. However, to fully leverage the potential of the digital landscape, a strategic approach from industry experts is essential.

RMAA is prepared to assist with the promotion of your brand in the Russian media market, offering a range of strategies and formats to suit your needs. To contact our manager, please complete the form below. Subscribe to our blog to be among the first to receive the latest information on digital marketing in Russia.