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IDEI VASHEGO DOMA (YOUR HOME IDEAS) PRACTICAL MAGAZINE
JUNE 2015
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
BURDA publishing house
Interior projects of BURDA publishing house envelop 73,5% of glossy magazine in MASS-MARKET category
73,5% Aggregate audience of glossy interior magazines in mass-market category
Aggregate audience of interior magazines without intersections (with «Idei Vashego Doma» and «Noviy Dom») of «Burda» publishing house
for mass-market: 2 425 000 readers in Russia. Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
NOVIY DOM
IDEI VASHEGO DOMAMOY LUBIMIY
DOM
MOY UYUTNY DOM
INTERIOR+ DESIGN
40%16%
25%
9%
10%
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
About the magazine
Leading Russian interior magazine
Circulation (2015): 1 595 000 copies — the highest index in the category
Sales leader in the glossy interior publishing sphere since 2003, accordin to Russian Press Distribution Association (RPDA)
Absolute leader in the glossy interior publishing sphere with
1 663 000 (2,6%) readers in Russia
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
About the magazine
TOP-30 OF MONTHLY MAGAZINES IN RUSSIAMaximum envelop of the target audience with lowest advertising costs
«Idei Vashego Doma» is the most effective and the most profitable magazine among those for mass-market
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
Za RulemCosmopolitanVokrug Sveta
Karavan IstoryLyublyu Gotovit!
ZdorovyeNational Geographic Russia
Lyubimaya dachaBurda
Top GearKollektsiya Karavan Istory
MaximIDEI VASHEGO DOMA
DiscoveryLiza Dobrye sovetyDomashniy OchagDomashniy Doktor
GlamourForbes
Popular MechanicsRBC (zhurnal)Men’s Health
Krasota & ZdorovieLiza Priyatnogo Appetita
Liza GoroskopGeo
Lublu tsvetyPyatoe koleso
Liza. Babushkin kompotMoy Prekrasny Sad
6 160,4 4 644,0
4 015,7 3567,9
3040,9 2367,5 2350,0
2160,4 2135,2 2125,6
1892,8 1856,6
1663,0 1638,4 1625,1 1620,2
1560,8 1516,2 1511,9
1395,7 1340,2 1316,1 1311,1
1299,8 1194,2 1176,2 1141,7
1082,0 1065,8 1058,6
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
Headings and sections
NEWSEVENTSHere you can find information about different presentations, press-conferences and exhibitions
MARKET INNOVATIONSReview of new goods on maintenance and home design Russian markets
INTERIORNEW APARTMENT Unique architect and design projects both planned and realized
DESIGN PROJECTDetailed description of design projects in 3D graphics (for standardized houses): materials, costs, technologies, strengths and weaknesses of the project etc.
FURNITUREReview and analysis of furniture market and specific types of furniture
HOUSEHOLD APPLIANCE Everything about appliances for modern houses
DESIGN
DECORDifferent accessories and decor items for any style you like
BOX OF IDEASCollection of interior ideas and master-classes from famous designers
DESIGN FROM A TO ZBasic terms and examples of design
MODERN MAINTENANCEPROBLEM SOLVINGPractical recommendations about maintenance, choice of equipment etc.
MATERIALSMarket review of different construction and design materials and different installation master-classes
CONSTRUCTIONSMarket analysis of different construction elements and practical pieces of advice for installation.
EQUIPMENTDifferent reviews about engineering and bathroom equipment, installation specifics etc.
HOUSE AND SITEHOUSE FROM THE INSIDE AND OUTSIDEDetailed projects of the country house (materials, costs, equipment, etc.)
WE BUILD NEW HOUSE Detailed description of cutting edge technologies in construction of a house or it’s parts, with costs
LANDSCAPELandscape examples with recommendations from leading landscape architects
PHYTODESIGNManuals for creating floristic compositions
THE LETTER OF LAWLegal aspects of buying, selling, insuring and exploitation of real estate
Practical ideas, ready to be realized
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
Audience
«Idei Vashego Doma» is a leading interior magazine
1 663 000 readers in Russia,
426 600 of them are in Moscow
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
Average issue readership, thousand person Moscow, Russia
— Russia — Moscow
CPT* (rubles) *CPT (cost per thousand) the cost per 1000
contacts
1663,0
IDEI VASHEGO DOMA
426,6
Moj ljubimyj dom
373,2
126,3
SALON- interior
424,9
95,5
Noviy Dom
429,3
149,9
Moy uyutny dom
659,9
204,5
Interior + Design
1030,3
277,8
Elle Decoration
314,8
97,1
Architectural Digest
154,559,3
IDEI VASHEGO DOMA
185,70
Moy uyutny dom
258,50
Interior + Design
381,90
Moj ljubimyj dom
401,70
Noviy Dom
621,70
SALON- interior
1 001,70
Elle Decoration
1 313,40
Architectural Digest
3 211,30
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
Audience
Audience intersection*
*there are no intersections with different interior magazine.
Exclusive audience of «Idei Vashego Doma» magazine39%
of the audience read only «Idei Vashego Doma» magazine
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
ИДЕИ ВАШЕГО ДОМА
ARCHITECTURAL DIGEST
ELLEDECORATION
MOY UYUTNY DOM
MOJ LJUBIMYJ
DOM
25,8%
28,9%
26,4%
23,0%
INTERIOR + DESIGN
23,5%
NOVIY DOM
22,8%39%
(1 134 700 readers) READ «IDEI VASHEGO DOMA»
ONLY
61%also read other
magazines
SALON- INTERIOR
26,4%
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
Glossy interior magazine market
«Idei Vashego Doma» magazine has the biggest scope of the audience, which consists of 67% of women and 29% of man, of active age (average age 43)
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
The map of magazines (sex and age)
AG
Eol
der
youn
ger
40
35
30
45
50
60% 65% 70% 55% 50% 45% 40% 75% 80%
FemaleMaleSEX, % of Female
NOVIY DOM
IDEI VASHEGO DOMA
MOJ LJUBIMYJ
DOM
MOJ LJUBIMYJ DOMSALON-
INTERIOR
INTERIOR + DESIGN
ARCHITECTURAL DIGEST ELLE
DECORATION
The circle area is in proportion to its
audience
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
Audience profile
The main part of the audience are people, who work in the sphere of construction or design: wealth, employed, townspeople, married, have kids
High-income audience —
427 800people
Occupied in the sphere of building, architecture, design and marketing
176 900people
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
Male
Female
33%
67%
Sex Occupation
16–24
25–34
35–44
45–54
55+
Age
8,4%
21,7%
26,1%
26,1%
17,7%
Married
Single
Have kids under 16
Marital status
71,5%
28,5%
48,7%
Financial status
Gold collar 25,7%
Blue collar 20,2%
No answer 11,1%
White collar 43,0%
industrial production (with any output)
construction and assemblyretail trade
public health service and social sphere services
schools, high educational institutions
wholesale trade
transport, postal and storage services
communal services
electricity-, gas-, water-supply
design, architecture, advertising, marketingfinance, insurance, audit
arts, show-business, sport
IT
mining and extractive industries
(tele-)communications
government, housing and communal services
research institutes, scientific investigations
army, police, security, fire-fighting and rescue services
law (courts, legal profession, notary’s office, legal advice office and etc)
agriculture, forestry, melioration
real estate operations and renting
restaurants, hotels
mass-media, book publishing, audio and video production
tourism, tour agencies and tour operators
Other
No answer
172,5
144,5
128,6
118,4
106,5
80,4
46,2
40,8
39,1
32,4
30,5
24,9
24,9
22,7
18,8
18,4
18,3
14,6
11,3
11,2
10,6
9,3
8,9
5,8
133,2
19,6
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
Audience profile
The highest cover of target audience
*The Affinity Index — target audience affinity index — is obtained from the ratio between the target group in the magazine’s audience and the target group in the population on the whole. If it is more than 100 it means that the given group is widely presented in the magazine’s audience.
For example: Affinity index of the audience of owners of private business equals 207, it means that this group reads the magazine twice often, then all the rest population.
Affinity Index*
Sourse: TNS Russia, NRS - Russia (December 2014 - April 2015)
Can buy expensive things
AGE/SEX
MATERIAL STATUS
FINANCE STATUS
SOCIAL STATUS
Male / 35–44
Upper class
Managers, individual business, (co-)owner
Specialists
White-collar workers
Housewives, young mothers
Middle class
130
124
Female / 25–34
Female / 35–44
Female / 45–54
174
194
124
121
130
186
147
121
114
112
Male / 45–54
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
ivd.ru
Internet audience per month
201 890unique users
645 464 views per month
The largest thematically advertising place
Website ivd.ru — largest, daily updated project about construction, maintenance and design in runet.
It contains archive of all issues of «Idei Vashego Doma», review of different related markets (construction, materials, equipment, etc.).
forum.ivd.ruThere is also a forum of 91 430 registered users, who plan to carry out design or construction projects.
Unique users: 340 557 Unique views: 2 499 965
According to Google Analitycs, november 2014
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
Distribution
DISTRIBUTION NETWORK
60% — supermarkets (federal and regional chains), gas stations: «ASHAN», «Perekrestok», «Sedmoy Continent», «METRO», «O’KEY», «REAL», «Azbuka vkusa», «Globus Gurme», «Bachetle», «Mango», «Alye Parusa», «Stockman», «Karusel», «NASH», «Zelgross», «Billa», «SPAR», «Globus», «Victoria», «Kvartal», «Atak», «Magnit», «Almy», «Lenta», «Prizma», «Maxidom», «Miratorg», «Olivie», «Tvoy Dom», «Holding-Center»; «BP», «TNK», «Trassa», «Lukoil», «Gazpromneft»
36% — News-stand chais and specialized press shops: «1-ya polosa», «Arya-AIF», «Zheldorpress», «Metropress», «Press-line», «Rospechat», «Robin», «Stolichnaya pressa», «Segodnya-press», «Sprint», «Khoroshie novosti», «Center pressy», «Centropechat», «Chitay gorod», «Yuzhnoe agentsvo pechaty»
2% — subscription 1% — home delivery1% — specialized exhibitions
54%9,7% 33,8%
St.-PetersburgNizhny NovgorodKazanSamaraPermSaratovEkaterinburg
ChelyabinskUfaNovosibirskOmskKrasnoyarskIrkutskVoronezh
TverRostov-na-DonuKrasnodar VolgogradVladivostok Khabarovsk
Big realization cities:
Moscow and Moscow region
other regions
Saint-Petersburg
Magazine has federal distribution network in every big city of Russia and abroad
1,8%
6%
5,5%
1,5%
54%
6%
5%8%
9,7% СанктПетербургSt. Petersburg
МоскваMoscow
СевероЗападный округ NorthWest Region
Приволжский округ Volga Region
Южный округ South Region
Центральный округ Central Region
Уральский округ Ural Region
Сибирский округ Siberian Region
Дальневосточный округ Far East Region
Страны СНГ, Балтии и дальнего зарубежья CIS, Baltic and Foreign countries 2,5%
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
CONTACTSDirector of advertising, Mas-Market magazines
Andrey Sypchenko+7 (985) 999-5729
The head of department responsible for advertising agencies
Alexei Zavrazhnov+7 (903) 196-6788
The head of department of web advertising
Elena Katorgina+7 (915) 320-7747
Advertising menagers
Larisa Suslina+7 (985) [email protected]
Natalia Daboksi+7 (916) 106-5142