» BASED ON THE DATA FROM «TNS Russia» March 2011 July 2012 1
» «Collection Karavan Istoriy» magazine contains exclusive stories about celebrities lives, courageous confessions in a novel style and the best projects of photo-artist Ekaterina Rozhdestvenskaya. «Collection Karavan Istoriy» is issued bimonthly, starting from March 2006. It is printed in mini-format. August monthly - 2010. Size of the magazine Volume Printed Retail price Circulation 175 х 225 mm 200 300 pages in Germany appr. 50 Rubles 850 000 copies (september 2012 issue) 2
3» DISTRIBUTION OF KARAVAN The magazine is distributed by retail. Approximately 495 000 copies are distributed in Moscow and Moscow region. Approximately 355 000 copies are distributed in the major Russian cities and in the CIS. (St.Petersburg 68 000 copies). Moscow St.Petersburg Ekaterinburg Krasnodar Tver Rostov-on-Don Kazan Nizhny Novgorod Tula Voronezh Samara Chelyabinsk Saratov Volgograd Pyatigorsk Novosibirsk Vladivostok Irkutsk Smolensk Yaroslavl Kirov Krasnoyarsk Khabarovsk Vladimir Belgorod Cheboksary Kaliningrad Lipetsk Perm 440 000 58 000 15 000 15 000 14 500 14 000 13 100 12 000 10 900 9 450 8 500 8 300 8 000 7 900 7 800 7 500 6 700 5 300 5 200 5 100 4 800 4 800 4 600 4 400 4 000 4 000 3 900 3 900 3 900 Vologda Orenburg Kursk Orel Ryazan Tumen Bryansk Tambov Stavropol Kaluga Vorkuta Murmansk Arkhangelsk Ulyanovsk Cherepovets Ivanovo Norilsk Kemerovo Novorossiysk Sochi Omsk Ufa Ulan-ude Petrozavodsk Rybinsk Surgut Tomsk ISTORIY» MAGAZINE In CIS and overseas are sold 30 700 copies. 3 300 3 200 3 000 3 000 3 000 3 000 2 800 2 700 2 400 2 200 2 100 2 000 1 900 1 900 1 800 1 700 1 600 1 500 1 500 1 500 1 400 1 400 1 400 1 200 1 000 800 800 Belorussia - 9 900, Kazakhstan - 5 400, Ukraine - 4 200, Eesti - 4000 Latvia - 2 500, Germany - 1 300, Georgia - 1 000, Azerbaijan - 800, Armenia - 450, USA - 400, Greece - 100, Tunis - 100, Cyprus - 70.
4» THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) I. AVERAGE ISSUE READERSHIP IN MOSCOW We present the data on the average issue readership of the most popular women s and family magazines as a percentage of the adult population of Moscow (10 050 400 people) and in total figures: 1 Karavan istoriy 2 Cosmopolitan 3 Collection Karavan istoriy 4 Biography 5 Glamour 6 Vogue 7 Elle 8 Otdohni! Imena 9 Story 11 Harper's Bazaar 12 Atmosphera II. HALF-YEAR AUDIENCE IN MOSCOW The figures for monthly women's magazines as a percentage of the adult population of Moscow and in total figures (thousands of people): 1 Karavan istoriy 2 Cosmopolitan 3 Collection Karavan istoriy r 4 Biography 5 Glamour 6 Vogue 7 Elle 8 Otdohni! Imena 9 Story 10 Atmosphera 11 Harper's Bazaar 13,9% 1 393 800 9,3% 933 100 7,8% 783 800 3,4% 338 300 3,1% 310 600 2,2% 222 500 1,7% 172 300 1,3% 130 400 1,1% 107 900 0,5% 50 600 0,4% 36 600 27,2% 2 729 200 19,2% 1 925 700 13,7% 1 381 500 7,8% 780 800 6,7% 671 700 4,8% 484 200 4,2% 418 100 3,1% 312 800 2,4% 236 500 1,3% 133 700 1,3% 129 700 III. AVERAGE ISSUE READERSHIP IN RUSSIA Average issue readership in Russia is presented based on the data from «TNS Russia» (NRS-Russia, March 2011 July 2012) as a percentage of the adult population (60 361 900 people) and as total figures: 1 Cosmopolitan 2 Karavan istoriy 3 Collection Karavan istoriy 4 Glamour 5 Biography 6 Vogue 7 Elle 8 Otdohni! Imena 9 Marie Claire 10 Story 11 Atmosphera 0,1% 76 600 Average issue readership of the magazine «Karavan istoriy» in the major regions of Russia: Region Average issue readership (people) Central South 1 088 700 North-West 224 400 Privoljsky 200 100 Uralsky 177 800 Siberian 82 900 Far-East 81 300 31 900 IV. TOTAL AUDIECE MAGAZINES AND COLLECTION (percentage and in total figures) 1 Moscow 2 Russia 10,4% 6 265 900 7,7% 4 636 000 3,1% 1 887 200 2,8% 1 670 400 1,6% 973 700 1,2% 734 000 1,1% 656 100 0,9% 514 600 0,5% 275 500 0,4% 253 000 17,5% 1 758 700 9,2% 5 530 200
THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) IV. SOCIAL AND DEMOGRAPHIC CHARACTERISTICS OF THE READERSHIP 1. Sex 2. Age male female female male (87,3%) (12,7%) 4. Income no answer low high average high (12,8% 100 300 ppl.) in Moscow (10,8%) average (36,6% 287 100 ppl.) in Moscow (34,8%) low (18,9%) in Moscow (22,3%) (31,7%) no answer Taking into consideration that the respondents in the course of the study do not willingly answer the question about their income, and comparing the average figures for Moscow, we made the following conclusions: 55 64 45 54 65+ 16 24 35 44 25 34 16 24 (6,4%) 25 34 (18,2%) 35 44 (20,7%) 45 54 (22,8%) 55 64 (17,4%) 65+ (14,3%) 1. The proportion of readers of the magazine «Collection Karavan Istoriy» with a high level of income was higher than the same figure in Moscow, whereas the proportion of readers with low income was significantly lower than average in Moscow. 2. At least 50% of the readers are referred to the category of people with relatively high income. 3. The proportion of readers with a high income is higher than the 12,8% stated in the category since the respondents deliberately lowered the information they gave. Conclusion: the magazine «Collection Karavan Istoriy» meets interests of practically all age groups. 3. Employment employed (63,8%) 5
THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) 5. Education inc.secondary secondary 6. Family purchasing capacity have enough money only for food do not have enough money for food no answer have enough money for food and clothes higher can afford anything can afford expensive items higher (48,5%) secondary (50,3%) inc.secondary (1,2%) can afford anything (2,3% 17 800 ppl.) can afford expensive items (39,8% 311 800 ppl.) have enough money for food and clothes (49,8% 390 600 ppl.) have enough money only for food (6,2%) do not have enough money for food (0,4%) no answer (1,5%) Well-off muscovites (can afford expensive items) prefer: Karavan istoriy (15,8% 543 800 ppl.) Cosmopolitan (12,0% 413 000 ppl.) Collection Karavan istoriy Glamour (4,4% 149 800 ppl.) Biography Vogue Elle (3,7% 126 200 ppl.) (3,5% 120 800 ppl.) (2,4% 83 900 ppl.) Story (1,4% 47 100 ppl.) Otdohni! Imena Harper's Bazaar (1,2% 41 100 ppl.) (0,8% 28 000 Atmosphera (0,4% 13 400 ppl.) ppl.) (9,1% 311 800 ppl.) Conclusion: almost 50% of readers of the magazine «Collection Karavan Istoriy» 311 800 people are people who have a high income, and 2,3% of the readership 17 800 people can afford anything they want. These indicators also confirm the leading position of the magazine «Collection Karavan Istoriy» in terms of quantity of prosperous readers. 6
THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) 7. Social status students others no answer Karavan istoriy Cosmopolitan Collection Karavan istoriy Glamour Biography Vogue Elle Otdohni! Imena Story Atmosphera executives specialists executives ( 14,5% 113 900 ppl.) specialists (18,9% 148 500 ppl.) w.-c.workers (17,6%) b.-c.workers (9,9%) students (2,6%) others (33,5%) no answer 8. Financial status Financial status is determined by the amount of money spent on food. Prosperous people spend on food less than 25% of the family income, well-off people 25 50%, average people 50 75% and poor people more than 75% of the family income. The percentage of these groups among «Collection Karavan Istoriy» readership is listed below: до 25% w.-c.workers (prosperous) b.-c.workers (2,8%) no (23,2% 181 800 ppl.) poor answer prosperous 25 50% (well-off) (37,0% 290 300 ppl.) The data on the quantity of readers of the magazine among the 50 75% executives and specialists: average well-off (average) (23,5% 184 200 ppl.) Executives Specialists more than 75% 15,1% 196 200 16,7% 235 100 (poor) 9,9% 128 500 10,6% 148 300 (8,4%) 8,7% 113 900 10,6% 148 500 no answer (7,8%) 3,6% 46 900 2,9% 41 100 3,8% 49 200 4,8% 67 800 Conclusion: therefore, 82,2% of readers can be considered as a part of 3,4% 44 900 3,1% 43 800 the sufficiently well-off group of the population. 1,9% 25 000 2,4% 33 500 1,4% 18 400 1,5% 21 200 1,4% 17 600 1,8% 25 600 0,3% 4 200 0,5% 7 000 7
PROFILE OF THE READERSHIP OF KARAVAN Affinity index=100 (Muscovites 16+) SEX/AGE ISTORIY» FINANCIAL STATUS SOCIAL STATUS 8
THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) V. CONSUMER CHARACTERISTICS OF THE READERSHIP 1. Availability of a car in the household 58,2% of readers of the magazine have cars. Moreover, 49,9% have foreign-made cars, on the whole for Moscow this number is 45,2%. 2. Trips abroad 3,0% of readers took business trips abroad in the last half a year (3,3% of the total Muscovites) and 24,1% of readers spent holidays abroad (16,0% of the total Muscovites). 11,8% of all Muscovites, who took business trips abroad in the last half a year are readers of the magazine «Collection Karavan Istoriy». 4. Usage of a computer (within the last month) 82,5% of readers of the magazine «Collection Karavan istoriy» use computers, for Moscow this number is 77,1%. Besides, 72,4% of readers have personal computer at home, that indicates high income of «Collection Karavan istoriy» magazine audience. Conclusion: consumer characteristics and way of life of the magazine «Collection Karavan Istoriy» readership suggest a higher standard of living of readers than average in Moscow. 3. Leisure (within the last month) We have compared the figures for how readers of the magazine «Collection Karavan istoriy» and Muscovites in general spend their time: visit theatres cinemas cafe, restaurants sport clubs beauty salons Readers of the magazine «Collection Karavan Istoriy» Muscovites 27,1% 17,0% 41,9% 36,7% 64,7% 52,8% 16,7% 16,8% 32,1% 16,9% 9
THE READERSHIP OF THE MONTHLY MAGAZINE» Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 July 2012 (NRS 2012/3) VI. LOYAL READERS he proportion of Muscovites in the readership of the magazine, who read all or almost all of the issues regularly: Vogue Biography Glamour Otdohni! Imena Elle Story (0,8%) (0,7%) Harper's Bazaar (0,3%) Atmosphera (0,2%) Karavan istoriy Collection Karavan Istoriy Cosmopolitan (4,7%) (1,1%) (1,7%) (1,4%) (0,8%) (4,8%) (7,2%) THE EFFECTIVENESS OF ADVERTISING IN» The effectiveness of advertising in the magazine «Collection Karavan istoriy» is shown as a coefficient of CPT. CPT is determined by dividing the price of one page in the publication by the average issue readership (quantity of people). The coefficient of CPT is shown as the expenses of the advertiser in Roubles per 1 000 readers. Based on the data from «TNS Russia» NRS-Moscow (16+) March 2011 July 2012. Here is CPT for a number of monthly publications: Collection Karavan Istoriy Karavan istoriy Otdohni! Imena Cosmopolitan Biography Glamour Story Vogue Elle Atmosphera Harper s Bazaar CPT, RUR 459 466 1 116 1 297 1 301 2 061 2 831 3 057 3 714 6 686 10 564 10
ADVERTISING IN», 2012 ADVERTISING RATES FOR», 2012 Size 1/1 page 1/2 page 1/3 page Spread First spread Second spread Third spread 1/1 beside the publisher's imprint 1/1 beside the Editorial First 1/1 beside the table of contents Second 1/1 beside the table of contents II cover III cover IV cover Price, RUR 360 000 240 000 170 000 590 000 720 000 690 000 660 000 435 000 420 000 420 000 405 000 440 000 415 000 540 000 The prices are indicated without VAT Preparing of original layout is not included in the price of placement. MARKUPS AT POSITIONING DISCOUNTS FOR MULTIPLE ADVERTISEMENTS Quantity of insertions 2 3 5% 4 5 8% 6 9 12% 10-12 17% Advertising agencies are granted with 15% discount. PRICES FOR PACKAGE DEPLOYMENT OF AND» Size Karavan istoriy Collection Karavan istoriy Cost,RUR 1/1 1/1 1/2 1/1 1/3 1/1 1/1 1/2 1/2 1/2 1/3 1/2 1/3 1/3 2/1 2/1 1/1 2/1 2/1 1/1 780 000 605 000 505 000 730 000 540 000 405 000 385 000 1 300 000 930 000 1 150 000 11 In the first article of the issue Spread before the first material First half of the magazine First advertising of a definite product category Placement of 2-3 layouts successively Placement of 2 layouts on spread Placement in a definite column Non-standard size advertising 15% DISCOUNTS FOR QUANTITY OF MONTHS OF AN EXIT: Quantity of insertions Discount 2 5 5% 6-9 10-12 15%
ADVERTISING IN», 2013 ADVERTISING RATES FOR», 2013 Size 1/1 page 1/2 page 1/3 page Spread First spread Second spread Third spread 1/1 beside the publisher's imprint 1/1 beside the Editorial First 1/1 beside the table of contents Second 1/1 beside the table of contents II cover III cover IV cover Price, RUR 380 000 250 000 180 000 620 000 750 000 710 000 680 000 455 000 440 000 435 000 425 000 460 000 435 000 570 000 The prices are indicated without VAT Preparing of original layout is not included in the price of placement. MARKUPS AT POSITIONING DISCOUNTS FOR MULTIPLE ADVERTISEMENTS Quantity of insertions 2 3 5% 4 5 8% 6 9 12% 10-12 17% Advertising agencies are granted with 15% discount. PRICES FOR PACKAGE DEPLOYMENT OF AND» Size Karavan istoriy Collection Karavan istoriy Cost,RUR 1/1 1/1 1/2 1/1 1/3 1/1 1/1 1/2 1/2 1/2 1/3 1/2 1/3 1/3 2/1 2/1 1/1 2/1 2/1 1/1 800 000 620 000 515 000 740 000 550 000 410 000 390 000 1 350 000 950 000 1 180 000 12 In the first article of the issue Spread before the first material First half of the magazine First advertising of a definite product category Placement of 2-3 layouts successively Placement of 2 layouts on spread Placement in a definite column Non-standard size advertising 15% DISCOUNTS FOR QUANTITY OF MONTHS OF AN EXIT: Quantity of insertions Discount 2 5 5% 6-9 10-12 15%
ADVERTISING IN» 2012 SIZES OF THE ORIGINAL LAYOUTS FOR MAGAZINE 1/1 230 х 295 mm (+5 mm for the trimming) 1/2 horizontal 230 х 142 mm (+5 mm for the trimming) 198 х 127 mm 1/2 vertical 112 х 295 mm (+5 mm for the trimming) 96 х 260 mm 1/3 horizontal 230 х 97mm (+5 mm for the trimming) 198 х 82 mm 1/3 vertical 78 х 295 mm (+5 mm for the trimming) 62 х 260 mm SIZES OF THE ORIGINAL LAYOUTS FOR MAGAZINE COLLECTION 1/1 vertical 175 х 225 mm (+5 mm for the trimming) 1/2 horizontal 175 х 110 mm (+5 mm for the trimming) 1/3 horizontal 175 х 72 mm (+5 mm for the trimming) 1/3 vertical 57 х 225 mm (+5 mm for the trimming) SSUE DATES, BOOKING AND MATERIAL DEADLINES FOR» MAGAZINE FOR 2012 issue date deadline deadline deadline Circulation for booking for booking for proving in Moscow special original projects layouts 1 2 3 4 5 6 7 8 9 10 11 12 January February March April May June July August September October November December 18.11.2011 02.12.2011 06.12.2011 10.01.2012 16.12.2011 23.12.2011 26.12.2011 06.02.2012 13.01.2012 27.01.2012 31.01.2012 05.03.2012 17.02.2012 02.03.2012 06.03.2012 09.04.2012 16.03.2012 30.03.2012 03.04.2012 07.05.2012 13.04.2012 27.04.2012 02.05.2012 04.06.2012 18.05.2012 01.06.2012 05.06.2012 09.07.2012 15.06.2012 29.06.2012 03.07.2012 06.08.2012 13.07.2012 27.07.2012 31.07.2012 03.09.2012 17.08.2012 31.08.2012 04.09.2012 08.10.2012 14.09.2012 28.09.2012 02.10.2012 06.11.2012 12.10.2012 26.10.2012 30.10.2012 03.12.2012 13