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Understanding the Landscape: A Guide to Russian Mass Media
MEDIA BUYING
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Approximately 61.8% of Russians read the press in digital or print format, indicating a high level of engagement with news content. However, the media landscape in Russia has undergone some changes due to digital transformation and shifts in audience preferences.
It is important to highlight the support provided by the government to a number of significant media outlets at the federal and state levels. To illustrate, the Russian federal budget has set aside approximately 121.3 billion rubles for the current year to support the news media. This is part of a three-year plan, with approximately 315 billion rubles allocated for support from 2024 to 2026. While this is a slight decrease from previous periods (-20.8 billion), it provides the media with the necessary resources to maintain operations during the forced transition to the Internet environment and to offset losses from previous periods. Furthermore, regional media outlets continue to receive support through government subsidies.
Today, subscription catalogs still offer a wide range of printed publications, including specialized magazines. However, the number of periodicals in circulation has decreased significantly, with a 12% decline over just two years.
In the context of ongoing changes in the media and technology sectors, many print publications are actively developing their online versions, which enables them to maintain and potentially expand their overall audience by engaging with online readers.
Let us examine the ratings of the most prominent publications, including both glossy and scientific magazines.
Top media outlets’ ratings by coverage and citations
In evaluating newspaper and magazine rankings, we consider two key metrics: coverage and citation. Coverage indicates the number of readers a publication has, which is an important factor in gauging its popularity and the interest of advertisers. The citation rate indicates the frequency with which the publication's materials are referenced by other media outlets. This reflects the publication's authority and importance within the media landscape. These indicators collectively provide a comprehensive understanding of the role and influence of newspapers and magazines.
Newspapers
In terms of audience reach, the following newspapers are the most popular:
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However, the ranking of newspaper citations, which is responsible for audience engagement, will be different.
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Magazines
The ratings for Russian magazines demonstrate that readers continue to seek engaging content on a range of subjects. Travel, cooking, and gardening are among them.
The following magazines have the most comprehensive coverage:
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What is the current status of glossy, scientific, and business publications in Russia?
Following the commencement of the special operation in Ukraine, a number of major international glossy magazine brands ceased operations in Russia. The Condé Nast Publishing House has ceased publication of the following magazines: Vogue, GQ, GQ Style, Tatler, AD, Glamour, and Glamour Style Book. Independent Media has rebranded several of its titles, including Cosmopolitan (renamed Voice), Domashniy Ochag (now called Noviy Ochag), Men's Health (rebranded as Men Today), Harper's Bazaar (rebranded as The Symbol), and Popularnaya Mekhanika (now called TechInsider). Additionally, Esquire has been replaced by Pravila Zhizni. The Grazia and Robb Report magazines retained their original format.
Shkulev Media Holding has suspended the print editions of Elle, Elle Decoration, and Elle Girl and has ceased operations of their respective websites.
In 2022, the owners of the American Forbes magazine banned the Russian edition from selling advertising in the print version.
The most cited journals in Russia are:
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The Voice is the industry leader in terms of reaching the entire audience, including online readers, with a print version of the magazine reaching 525,000 people. Furthermore, the online edition boasts over 23.5 million unique visitors and 4.2 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 523,400, with an average of 20.6 million 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:
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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 3.2 million subscribers and a citation index of 15,499. 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 944,000 and a citation index of 14,695.
In their publications, they reference major media outlets thus advertising them. It is also possible to find integration with advertising of another community, for example, “Van Gogh hasn’t heard”.
Meduza
This is the channel of an independent publication that has been designated as a foreign agent in Russia. The content is created by former editors and journalists of the federal media outlet Lenta.ru. The channel boasts 1.3 million subscribers and a citation index of 3,247.
Notable publishers such as RBK and Baza are referenced in their publications. The community does not engage in the promotion of goods or services.
Tass
This is the official channel of the TASS news agency. The channel has 426 thousand subscribers and a citation index of 10,469. 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 1.5 million subscribers and a citation index of 9,308.
The company primarily advertises Russian banks, including Sber (Bank) and ModulBank.
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
It has 236 thousand subscribers on Telegram and its citation index is 1825.55.
Promotional post of PAC Group tour operator in the Forbes Russia Telegram channel
Furthermore, the publisher maintains a presence on VKontakte with one million subscribers, where it also advertises various services, such as the SaluteJazz communication platform.
Voice
It is presented in Telegram with a subscriber base of 45 thousand, and a citation index of 451.35. The channel is experiencing a period of rapid growth and expansion.
Additionally, the magazine has a robust presence on social media platforms, including Vkontakte, Odnoklassniki, and the Zen platform.
The Voice Magazine Group in Odnoklassniki
Hello!
The publication focuses on profiles of prominent figures in various fields. Their Telegram channel has amassed a subscriber base of 20 thousand. The publication is undergoing active development on Vkontakte and and Dzen, with 136K subscribers and 53K subscribers respectively.
Additionally, third-party projects utilize Telegram for advertising purposes.
Public Talk with popular Russian singer Irina Dubtsova in Rive Gauche
Profil
The magazine has not yet fully developed its social media channels. The publication is represented on the social media platforms Telegram, Vkontakte, and Odnoklassniki. The number of subscribers on each channel is approximately 8,000.
A post about car brands in Russia in Profil magazine's VK community
Snob
This magazine has mastered the social network Vkontakte well, with 352 thousand subscribers. For comparison, its channel in Telegram has 32 thousand subscribers but has a good citation index of 373.53. The publication is also represented in Odnoklassniki and on the Dzen platform.
TECNO brand CAMON 30 Premier 5G smartphone advertisement in Snob magazine's VK community
The vast majority of the magazines we presented have their own YouTube channel, such as Snob. This offers further possibilities for brand advertising.
Conclusion
In 2024, 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 130.4 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.
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About the Author
Digital Strategist. Head of one of the project groups at RMAA. Maria started her journey in digital marketing in 2009.
Maria Romanenko
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