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Media-‐kit 2015
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Key FeaturesNational Automotive Magazine
Periodicity: monthly
Average Issue Print Run 360 000
Print run is certified by National Circulation Service
Issue Volume, pp: 212-400Average Issue Readership*, pers.: 6 108
300
including: - Moscow:
- Saint Petersburg:1 050 500
383 500
Semi-annual Readership , pers.: 14 241 200
* Here and hereinafter information on readership of all editions
is presented on the basis of researches by TNS Media Russia -
National Readership Survey (Russia, Moscow, St Petersburg) May-Oct
2014.
2
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In Brief
1002 issues with total circulation of 1,14 billion copies
printed since Aprill 1928 till December 2014. Digital archive of
all issues is published on www.zr.ru.
Those copies of "Za Rulem" are enough to cover a soccer pitch
with a paper pillar rising more than 40 meters in height.
Eight generations of Russian car owners and drivers have grown
up with "Za Rulem".
One of the most popular automotive editions in Europe.
Second position by Average Issue Readership among all Russian
editions.
Antenna/Telesem'
Za Rulem
Argumenty i Fakty
Cosmopolitan
Komsomolskaya Pravda
Vokrug Sveta
Teleprogramma
Karavan Istoriy
7 Dney
777
AIR, thou. pers.
0 2 500 5 000 7 500 10 000
3 277,8
3 345,7
3 588,9
3 826,3
4 033,1
4 528,9
4 918,1
5 538,5
6 108,3
8 789,4
Leaders of Russian Press Market
3
http://www.zr.ru/archive/zrhttp://www.zr.ru
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Leader of automotive and
gentleman's press
Data on reported and actual circulations are given on the basis
of reports by National Circulation Service - www.pressaudit.ru
For editions not presented in those reports data from their
media-kits are provided.
4
Edition Reported Print RunReal
Print Run
Za Rulem 360 000 360 000Vokrug Sveta 238 000
238 000Top Gear 102 925 47 908National Geografic
Russia 140 000 n/aPopulyarnaya Mekhanika 200 000 n/aMaxim
216 000 191 784Discovery 160 000 n/aMen's Health
300 000 n/aRybachte S Nami 110 200 110 200Avtomir
110 000 79 658Metro (Daily) 470 000 n/aSovetskiy
Sport Futbol 290 000 n/aPyatoye Koleso 152 000
32 455Okhota i Rybalka XXI vek 140 000 36 480Klakson
188 000 104 000
Issue Male Readership, thou. pers..
0 750 1500 2250 3000 3750 4500
701,5
731,7
764,1
793,1
797,6
865,6
880,0
886,4
932,7
1 065,2
1 075,6
1 339,5
1 611,2
2 100,9
4 280,5
Top 15 editions by male readership with affinity index (Index
T/U) above 100 are presented.
Male readership of
"Za Rulem" doubles tha
t of
the closest competitor
http://www.pressaudit.ru
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The most competent source
of automotive information
5
No Media Type Citation Index1 Za Rulem Magazine 505,382
Autonews.ru Internet 379,533 Carscope.ru Internet 244,364
Auto-dealer.ru Internet 205,085 Carobka.ru Internet 130,516
Motor.ru Internet 119,107 Аuto Mail.ru Internet 113,538 Avtorevu
Magazine 82,579 AvtoBiznesRevu Magazine 78,72
10 livecars.ru Internet 71,63
The rating covers automotive media .
The rating is based on Citation Index (CI) by "Medialogy"
company ( http://en.mlg.ru/)
The rating is built on media database of "Medialogy" including
20.000 sources: TV, Radio, Newspapers, Magazines, News Agencies and
Internet media.
Research period: July 1 - September 30, 2014.
http://en.mlg.ru/
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Distribution Distribution in the whole territory of the
country.
Subscription - 12% , retail - 88% of print run.
75% of retail sales during the first week of distribution.
Retail return level below 10%
Readership Distribution in
Russian Federal Districts
Крупнейшие регионы распространения Доля тиража
1 Moscow + Moscow Region 27,1 %
2 Saint Petersburg + Leningrad region 8,2 %
3 Ekaterinburg + Sverdlovsk region 4,0 %
4 Krasnodar Territory 3,9 %
5 Chelyabinsk 3,6 %
6 Novosibirsk 3,4 %
7 Bashkortostan 3,3 %
8 Khanty-Mansi Autonomous Area 3,1 %
9 Tatarstan 2,7 %
10 Rostov-On-Don 2,2 %
11 Perm 2,1 %
12 Samara 1,8 %
13 Krasnoyarsk Territory 1,7 %
14 Nizhny Novgorod 1,6 %
15 Tyumen 1,5 %
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Leader of automotive press Edition Average issue print run
(share from the leader)
1 Za Rulem 100,0 %2 Avtorevu 43,0 %3 Avtomir
29,0 %4 Klakson 28,3 %5 Quattroruote 19,2 %6
Avtopanorama 17,9 %7 Za Rulem - Region 15,6 %8 МОТО
13,1 %9 Kupi Avto 11,6 %
10 Top Gear 8,1 %11 Avtomir. Test-Drive 7,9 %12 5
колесо 7,6 %13 Avtopilot 6,6 %14 Polnyi Privod 4x4
6,3 %15 Club 4x4 4,9 %16 Motorevu 4,5 %17 OFF-ROAD
DRIVE 4,4 %18 Motoexpert 3,9 %19 Avtomobili i Tseny
2,8 %20 Avtomobili 1,9 %
7
Rating by: ZAO "Konsult-Center" www.konsult-center.ru
Data Acquisition Method: sales results for automotive editions
from press ditribution agents.
Period: first half-year of 2014.
Sold print run was defined for each title, sales from different
sales agents were aggregated.
Editions were ranked by sold print
run in descending order.
http://www.konsult-center.ru
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All-Russian Cover"Za Rulem" Readership in
Russian Federal
Districts, thou. pers.
8
Central
(2 039,0)
North-West
(672,7)
Ural
(557,1)
Provlozhsky
(1 219,7)
South
(764,7)
Siberian
(675,8)
Far East
(179,2)
«Za Rulem»
makes it possible to imlement a full value
advertising campain
in the whole Russia
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Contents Key Editorial Sections
9
The magazine consists of three main sections having their own
"Table of Contenst" for readers' convenience. The sections are
linked by compact articles of different topics
with the stamp "In Brief".
PREMIERES - information on new products, presentations of the
new models, reportages from automobile shows. Articles on passenger
cars, commercial vehicles, trucks as well as component parts.
TESTS - our pride and main competence! They are more tnan simple
comparision of cars or examination of components. This is a real
competition! The reader not only khows who is the best but gets all
the information about a car, tyre, oil or battery.
LIFE - articles on different automotive subjects: economy,
safety, service, field experience, history, sport, journeys. Some
issues have a special section PLUS - exclusive articles on a
special subject.
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Contents' Composition
10
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Readership Composition
0 %
11,429 %
22,857 %
34,286 %
45,714 %
57,143 %
68,571 %
80 %
Men Women
55,6 %44,4 %
29,9 %
70,1 %Za Rulem All Population
0 %
7,5 %
15 %
22,5 %
30 %
mana
gers
spec
ialists
emplo
yees
worke
rs
stude
nts
pens
ioners
unem
ploye
d
3,3 %20,8 %5,8 %21,4 %11,3 %15,3 %12,9 %
3,1 %
9,4 %
4,6 %
29 %
12,2 %
16,7 %18,6 %
0 %
8,571 %
17,143 %
25,714 %
34,286 %
42,857 %
51,429 %
60 %
incomplete secondary secondary higher
38,6 %57,2 %4,1 %
42,5 %
54,4 %
3,1 %
0 %
5,333 %
10,667 %
16 %
21,333 %
26,667 %
32 %
16-24 25-34 35-44 45-54 55+
30,4 %16,7 %17,0 %21,1 %14,8 %
18,6 %18,6 %
22,1 %
25,6 %
14,9 %
Sex
Social Status
Age
Education
11
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Readership Composition
12
0 %
5 %
10 %
15 %
20 %
25 %
30 %
35 %
40 %
A B C
12,7 %34,4 %23,5 %
18,1 %
36,4 %
19,3 %
Za Rulem All Population
0 %
5 %
10 %
15 %
20 %
25 %
30 %
35 %
40 %
45 %
75% and more 50-75% 25-50% 25% and less
21,2 %38,5 %21,5 %8,5 %
27,1 %
41,8 %
17,8 %
4,5 %
Income
"Za Rulem" readers have higher income level and have more
disposable funds
than in average in Russia.
Share of spendings on food and public utilities in total income
of household
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Our Reader
Predominantly man
Aged 25-‐44
University degree
High social status
Has an influence on decisions at
his
company
Income level above average
High consumer acFvity
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Readership Quality
14
Target audience reading other edi/ons
in addi/on to "Za Rulem",
232,7 thou. pers.
• Calcula/ons are made for target
audience «Men, 25-‐50 y.o., high
income levele (C)", TNS-‐Media,
NRS-‐Russia, May-‐Oct 2014, placement
of 1/1 page ad in each мы
в каждом издании
• "Za Rulem" magazine ensures the
largest cover and the lowest
cost of contact with well-‐off
audience among all presented ediFons.
• Cover of target audience by "Za
Rulem" exceeds the aggregated cover
by Maxim, Playboy, Top Gear,
Men’s Health, GQ, Esquire.
CPT, RUR
Za Rulem
Top Gear
Maxim
Men’s Health
Playboy
GQ
Esquire
0 2000 4000 6000 8000 10000 12000
12 155
8 396
5 302
3 299
2 893
1 988
1 366
Cover by "Za Rulem" 607,5 thou.
pers.
Total cover by Maxim, Playboy, Top
Gear,
Men’s Health, GQ, Esquire
580,8
thou. pers.
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Events Grand Prix "Za Rulem"
15
Annual award to the best cars in different classes by vote of
"Za Rulem" readers.
Pretendents are the new models (or renewed modifications)
presented on Russian market in corresponding year.
The winner in each class is defined by rank of pretendents in 7
criteria.
Voting method - questionnaires for self fill published in the
magazine and electronic voting form on grandprix.zr.ru.
More than 45.000 readers vote (48% print and 52%
electronic).
http://grandprix.zr.ru
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Events Star Race "Za Rulem"
16
Star Race of "Za Rulem" was founded in 1978. Since then only
racers that received personal invitations from Editor-in-Chief of
the magazine have participated in the race. These are top Russian
pilots: repeated champions of Russia, winners of international
events, Honoured Masters of Sports from different disciplines.
The competitors have an opportunity to reveal the best Russian
racer while competing in equal conditions.
The race traditionally has many visitors and wide coverage by
Russian mass-media. The event was visited by such stars of world
motor sport as Sébastien Loeb, Alain Prost, Kimi Räikkönen, David
Coulthard.
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Augmented Reality
17
In 2013 "Za Rulem" was the first Russian edition that
implemented on aa regular basis the technology of augmented
reality.
10 and more articles in each issue include additional content
that can be viewed by a reader on a smartphone or a tablet with
camera with a special application.
Monthly audience exceeds 6.000 users, supported platforms: iOS и
Android.
Additional content includes: video, photo gallery, 360° footage,
audio, links.
Proposed expansion of multimedia content: panoramic views, 3D
models.
Видео-презентация проекта
https://appsto.re/ru/LqWBT.ihttps://play.google.com/store/apps/details?id=com.daiwa.arhttps://www.dropbox.com/s/w13cq291fb1jbzd/042014_3D_360.mp4
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Digital Projects
18
WWW.ZR.RU - the most popular site among print automotive
editions. Since 1998 year.
2.056.676 unique users, 13.708.585 page impressions
(Google Analytics, October 2014 г.)
VERSIONS FOR TABLETS
iOS: - 160.000 active users of the booth; - above 7.000
downloads of each issue.
Android: - 13.200 active users of the booth; - 1.200 downloads
of each issue.
http://WWW.ZR.RU
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Unique Projects Marathon "60 hours "Za Rulem"
19
Prolonged test-drive of endurance and reliabilty of novelties on
the Russian market, carried out since 2005.
According to the regulations of the test the cars are on the
track for a fixed time - 5 days by 12 hours a day. The participants
keep maximum speed on the high-speed track of Dmitrov training
ground. Cars are tested partially loaded (besides the driver there
are three water-filled dummies weighting 75 kilos each).
Pit stops for refuel, change of dirivers and unforeseen service.
Duration of a pit stop may not exceed 60 minutes. If a defect is
not repaired in an our and the car can not continue the race it is
disqualified. List of spare parts and expendables is limited–
generator belts, lamps, spark plugs, tyres. During a pit stop it is
allowed to eliminate defects not affecting safety and movement
speed, refill oil and coolant.
The winner of the marathon is a car that did not require repairs
at all or required maintenance of minimum duration.
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Unique Projects Supertest of efficiency
20
Unusual examination of cars of different construction on their
efficiency in accordance with the following formula: «mass
multiplied by path and divided by consumed fuel. Implemented for
the first time in 2014.
By the mass accepted total weight of the car together with the
crew of a driver and three passengers, choosen by the driver at his
judgement. Each car was filled with one liter of fuel and should
move till full stop.
The results were determined in four groups depending of the
engine type (petrol or diesel) and transmission, as well as in
overall classification.
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Advertising
21
Format
Size, mm Positioning within issue (Sections)
trim bleed Premieres Tests Life, Plus
Double page 1 330 000,- 1 110 000,-
960 000,-
1/1 207х270 217х280 880 000,- 750 000,-
645 000,-
1/2 without other advertising on the same page
207х128
104х270
217х138
114х280 590 000,- 445 000,-
1/2 with other advertising on the same page
207х128
104х270
217х138
114х280 450 000,- 350 000,- 340 000,-
1/3 207х8875х270217х98
85х280 540 000,- 340 000,-
1/4 horizontal 207х69 217х79 - 260 000,- 220 000,-
Technical cost of implementation of augmented reality in
advertising copy 90 000-
Format Positioning Rate
1/1 page
First page in Contents 1 060 000,-
Second page in Contents 1 000 000,-
First page in «Topical» 980 000,-
Second page in «Topical» 950 000,-
Third page in «Topical» 940 000,-
«Topical» Section 920 000,-Last page in the main test of the
issue(reference to the article on the cover page)
920 000,-
2nd cover 1 430 000,-
3rd cover 880 000,-
4th cover 1 930 000,-
Double page
External gate-folder (not including technical cost) 1 930
000,-
Before “Contents”, first 1 570 000,-
Before “Contents”, second 1 520 000,-
Before “Contents”, third 1 430 000,-
After “Contents”, first 1 400 000,-
Issue 1/2015 2/2015 3/2015 4/2015 5/2015 6/2015 7/2015 8/2015
9/2015 10/2015 11/2015 12/2015 1/2016
Expected date of issue 25.12.14 23.01.15 26.02.15 27.03.15
24.04.15 26.05.15 25.06.15 24.07.15 27.08.15 25.09.15 27.10.15
25.11.15 24.12.15
Booking deadline 23.11.14 22.12.14 26.01.15 23.02.15 23.03.15
27.04.15 25.05.15 22.06.15 27.07.15 24.08.15 28.09.15 26.10.15
23.11.15
Copy deadline 28.11.14 26.12.14 30.01.15 27.02.15 27.03.15
30.04.15 29.05.15 26.06.15 31.07.15 28.08.15 02.10.15 30.10.15
27.11.15
Production Schedule
AdverFsing rates of special posiFons
in 2015,
RUR (VAT 18% not
included)
Advertising rates in 2015, RUR (VAT 18% not included)
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Advertising
22
Director Stepan Kouzmenko [email protected]
Deputy Director Alexey Kopotov [email protected]
Senior Manager for «Za Rulem» magazine Andrey Meleshin
[email protected]
Segment Coordinator «Automotive Components» Alexander Mukhin
[email protected]
Senior Managers
Oils and Lubricants Valery Korablin [email protected]
Car Manufacturers Konstancia Kubanova [email protected]
Spare parts, equipment Alexey Kouzmenko [email protected]
Car Manufacturers Uliana Kouzmenko [email protected]
Car Manufacturers, Tyres Andrey Meleshin [email protected]
Auto-Chemistry, Batteries, Tyres Svetlana Timoshenko
[email protected]
Non-automotive advertising Yury Udalov [email protected]
Non-automotive advertising Natalia Firsova [email protected]
www.zr.ru Olga Lavrikova [email protected]
«Za Rulem» AdverFsing Bureau
72 stroenie 1, Bakuninskaya ulitsa, 105082 Moscow, +7 (495)
363-4727 http://maps.yandex.ru/-/CVvx4Lp6
TERMS AND CONDITIONS OF ADVERTISING PLACEMENT IN "ZA RULEM"
MAGAZINE IN 2015
1. Date of issue is the day of beginning of distribution of the
corresponding issue (normally, the ending of the preceding
month).
2. Positioning of advertising is subject to availability of free
space for advertising in the corresponding range of the issue..
3. The guarantee of booking is a written confirmation from the
advertising bureau only.
4. The presented rates do not presume guaranteed placement on
the right hand page. Any additional positioning (guarantee for
placement on right hand page, positioning in the specified
editorial section, consecutive positioning of two or more ads in
the issue) is subject to extra charge of 10% to the presented
rates..
5. Positioning as the first brand of the specific product
category in the corresponding section of the issue is subject to
extra charge of 15%.
6. When two or more brands are advertised together and
additional brands cover more than 15% of the copy’s area there is
an extra charge of 10%.
7. Discounts to the presented rates depend on the number of ads
placed within 12 consecutive months:
Advertising Agencies - +10% to the above discounts.
8. Any advertising regardless of its content is to be marked
"Реклама" (Advertising) in accordance with Russian
legislation..
9. Any text in foreign language contained in advertising is to
be translated
into Russian (excluding registered trademarks) in accordance
with Russian legislation.
10. Cost of non-standard advertising is provided upon
request.
2-4 ads - 15%5-8 ads - 25%
9-11 ads - 27%12 and more - 30%
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.zr.rumailto:[email protected]://maps.yandex.ru/-/CVvx4Lp6
