THE MAGAZINE CollE.pdf · 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

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THE MAGAZINE«COLLECTION

KARAVAN ISTORIYBASED ON THE DATA FROM «TNS Russia»

March 2011 – July 2012

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«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 175 х 225 mm

Volume 200–300 pages

Printed in Germany Retail price appr. 50 Rubles

Circulation 850 000 copies (september 2012 issue)

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IYThe 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

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 In CIS and overseas are sold 30 700 copies.

Belorussia - 9 900, Kazakhstan - 5 400, Ukraine - 4 200, Eesti - 4000Latvia - 2 500, Germany - 1 300, Georgia - 1 000, Azerbaijan - 800, Armenia - 450, USA - 400, Greece - 100, Tunis - 100, Cyprus - 70.

D I S T R I B U T I O N O F « C O L L E C T I O N K A R A V A N I S T O R I Y » M A G A Z I N E »

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

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

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IY T H E R E A D E R S H I P O F T H E M O N T H L Y M A G A Z I N E « C O L L E C T I O N K A R A V A N I S T O R I Y »Information Studies by «TNS Russia» National Readership Survey, Moscow (16+), March 2011 – July 2012 (NRS 2012/3)

I. AVERAGE ISSUE READERSHIP IN MOSCOWWe 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 Glamour6 Vogue7 Elle8 Otdohni! Imena9 Story 11 Harper's Bazaar12 Atmosphera

II. HALF-YEAR AUDIENCE IN MOSCOWThe 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 Biography5 Glamour6 Vogue 7 Elle 8 Otdohni! Imena9 Story10 Atmosphera11 Harper's Bazaar

III. AVERAGE ISSUE READERSHIP IN RUSSIAAverage 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 Glamour5 Biography 6 Vogue7 Elle8 Otdohni! Imena9 Marie Claire 10 Story11 Atmosphera

Average issue readership of the magazine «Karavan istoriy» in the major regions of Russia:Region Average issue readership (people)Central South North-West Privoljsky Uralsky Siberian Far-East

IV. TOTAL AUDIECE MAGAZINES KARAVAN ISTORIY AND COLLECTION KARAVAN ISTORIY (percentage and in total figures)

1 Moscow 2 Russia

» 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

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 0,1% 76 600

1 088 700 224 400 200 100 177 800 82 900 81 300 31 900

17,5% 1 758 700 9,2% 5 530 200

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16–24

25–34

35–4445–54

55–64

65+

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IV. SOCIAL AND DEMOGRAPHIC CHARACTERISTICS OF THE READERSHIP

1. Sex

2. Age

Conclusion: the magazine «Collection Karavan Istoriy» meets interests of practically all age groups.

3. Employment employed (63,8%)

4. Income

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:

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.

female male

male

female

high ppl.) in Moscow

average ppl.) in Moscow

low in Moscow

no answer

average no answer

high

low

» (87,3%)

(12,7%)

16 – 24 (6,4%)

25 – 34 (18,2%)

35 – 44 (20,7%)

45 – 54 (22,8%)

55 – 64 (17,4%)

65+ (14,3%)

(12,8% – 100 300 (10,8%)

(36,6% – 287 100 (34,8%)

(18,9%) (22,3%)

(31,7%)

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0 50 100 150 200

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5. Education

6. Family purchasing capacity

Well-off muscovites (can afford expensive items) prefer:

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.

higher secondary inc.secondary

secondary higher

inc.secondary

can afford anything ppl.)

can afford expensive items ppl.)

have enough money for food and clothes ppl.)

have enough money only for food

do not have enough money for food

no answer

have enough money for food and clothes

can afford expensive items

have enough money only

for food

do not have enough money for food

no answer

can afford anything

Karavan istoriy ppl.)

Cosmopolitan ppl.)

Collection Karavan istoriy ppl.)

Glamour ppl.)

Biography ppl.)

Vogue ppl.)

Elle ppl.)

Story ppl.)

Otdohni! Imena ppl.)

Harper's Bazaar ppl.)

Atmosphera ppl.)

» (48,5%)

(50,3%)

(1,2%)

(2,3% – 17 800

(39,8% – 311 800

(49,8% – 390 600

(6,2%)

(0,4%)

(1,5%)

(15,8% – 543 800

(12,0% – 413 000

(9,1% – 311 800

(4,4% – 149 800

(3,7% – 126 200

(3,5% – 120 800

(2,4% – 83 900

(1,4% – 47 100

(1,2% – 41 100

(0,8% – 28 000

(0,4% – 13 400

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7. Social status

The data on the quantity of readers of the magazine among the executives and specialists: Executives SpecialistsKaravan istoriy Cosmopolitan Collection Karavan istoriy Glamour Biography Vogue Elle Otdohni! Imena Story Atmosphera

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:

Conclusion: therefore, 82,2% of readers can be considered as a part of the sufficiently well-off group of the population.

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executives ppl.)

specialists ppl.)

w.-c.workers b.-c.workers students others no answer

executives

specialists

w.-c.workers

b.-c.workers

others

students no answer

до 25% (prosperous) ppl.)

25 – 50% (well-off) ppl.)

50 – 75% (average) ppl.)

more than 75% (poor)

no answer

prosperous

well-offaverage

poorno answer

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15,1% – 196 200 16,7% – 235 100 9,9% – 128 500 10,6% – 148 300 8,7% – 113 900 10,6% – 148 500 3,6% – 46 900 2,9% – 41 100 3,8% – 49 200 4,8% – 67 800 3,4% – 44 900 3,1% – 43 800 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

( 14,5% – 113 900

(18,9% – 148 500

(17,6%)

(9,9%)

(2,6%)

(33,5%)

(2,8%)

(23,2% – 181 800

25 – 50% (37,0% – 290 300

50 – 75% (23,5% – 184 200

(8,4%)

(7,8%)

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SEX/AGE

SOCIALSTATUS

P R O F I L E O F T H E R E A D E R S H I P O F T H E M A G A Z I N E « C O L L E C T I O N K A R A V A N I S T O R I Y »

Affinity index=100 (Muscovites 16+)

FINANCIALSTATUS

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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».

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:

Readers of the magazine Muscovites «Collection Karavan Istoriy»visit theatres cinemas cafe, restaurants sport clubs beauty salons

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.

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27,1% 17,0% 41,9% 36,7% 64,7% 52,8% 16,7% 16,8% 32,1% 16,9%

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VI. LOYAL READERS

he proportion of Muscovites in the readership of the magazine, who read all or almost all of the issues regularly:

THE EFFECTIVENESS OF ADVERTISING IN THE MAGAZINE «COLLECTION KARAVAN ISTORIY»

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: CPT, RURCollection Karavan Istoriy Karavan istoriyOtdohni! Imena Cosmopolitan Biography Glamour Story Vogue Elle Atmosphera Harper’s Bazaar

Karavan istoriy

Collection Karavan Istoriy

Cosmopolitan

Biography

Glamour

Vogue

Otdohni! Imena

Elle

Story

Harper's Bazaar

Atmosphera

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» (7,2%)

(4,8%)

(4,7%)

(1,7%)

(1,4%)

(1,1%)

(0,8%)

(0,8%)

(0,7%)

(0,3%)

(0,2%)

459 466 1 116 1 297 1 301 2 061 2 831 3 057 3 714 6 686 10 564

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IY A D V E R T I S I N G I N T H E M A G A Z I N E « C O L L E C T I O N K A R A V A N I S T O R I Y » , 2 0 1 2

ADVERTISING RATES FOR «COLLECTION KARAVAN ISTORIY», 2012

Size Price, RUR1/1 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 EditorialFirst 1/1 beside the table of contents Second 1/1 beside the table of contents II cover III cover IV cover

The prices are indicated without VATPreparing of original layout is not included in the price of placement.

MARKUPS AT POSITIONING

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

DISCOUNTS FOR MULTIPLE ADVERTISEMENTSQuantity of insertions2–3 5%4–5 8%6–9 12%10-12 17%

Advertising agencies are granted with 15% discount.

PRICES FOR PACKAGE DEPLOYMENT OF THE MAGAZINE «KARAVAN ISTORIY» AND «COLLECTION KARAVAN ISTORIY»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

DISCOUNTS FOR QUANTITY OF MONTHS OF AN EXIT:Quantity of insertions Discount2 – 5 5%6 - 9 10%10 - 12 15%

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

10% 10% 10% 10% 10% 10% 10% 15%

780 000 605 000 505 000 730 000 540 000 405 000 385 000 1 300 000 930 000 1 150 000

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ADVERTISING RATES FOR «COLLECTION KARAVAN ISTORIY», 2013

Size Price, RUR1/1 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 EditorialFirst 1/1 beside the table of contents Second 1/1 beside the table of contents II cover III cover IV cover

The prices are indicated without VATPreparing of original layout is not included in the price of placement.

MARKUPS AT POSITIONING

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

DISCOUNTS FOR MULTIPLE ADVERTISEMENTSQuantity of insertions2–3 5%4–5 8%6–9 12%10-12 17%

Advertising agencies are granted with 15% discount.

PRICES FOR PACKAGE DEPLOYMENT OF THE MAGAZINE «KARAVAN ISTORIY» AND «COLLECTION KARAVAN ISTORIY»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

DISCOUNTS FOR QUANTITY OF MONTHS OF AN EXIT:Quantity of insertions Discount2 – 5 5%6 - 9 10%10 - 12 15%

» 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

10% 10% 10% 10% 10% 10% 10% 15%

800 000 620 000 515 000 740 000 550 000 410 000 390 000 1 350 000 950 000 1 180 000

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SIZES OF THE ORIGINAL LAYOUTSFOR MAGAZINE KARAVAN ISTORIY

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 mm1/2 vertical 112 х 295 mm (+5 mm for the trimming) 96 х 260 mm1/3 horizontal 230 х 97mm (+5 mm for the trimming) 198 х 82 mm1/3 vertical 78 х 295 mm (+5 mm for the trimming) 62 х 260 mm

SIZES OF THE ORIGINAL LAYOUTS FOR MAGAZINE COLLECTION KARAVAN ISTORIY1/1 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 «COLLECTION KARAVAN ISTORIY» MAGAZINE FOR 2012№ issue date deadline deadline deadline Circulation for booking for booking for proving in Moscow special original projects layouts January February March April May June July August September October November December

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1 18.11.2011 02.12.2011 06.12.2011 10.01.2012

2 16.12.2011 23.12.2011 26.12.2011 06.02.2012

3 13.01.2012 27.01.2012 31.01.2012 05.03.2012

4 17.02.2012 02.03.2012 06.03.2012 09.04.2012

5 16.03.2012 30.03.2012 03.04.2012 07.05.2012

6 13.04.2012 27.04.2012 02.05.2012 04.06.2012

7 18.05.2012 01.06.2012 05.06.2012 09.07.2012

8 15.06.2012 29.06.2012 03.07.2012 06.08.2012

9 13.07.2012 27.07.2012 31.07.2012 03.09.2012

10 17.08.2012 31.08.2012 04.09.2012 08.10.2012

11 14.09.2012 28.09.2012 02.10.2012 06.11.2012

12 12.10.2012 26.10.2012 30.10.2012 03.12.2012

Documents

THE MAGAZINE CollE.pdf · 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