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IDEI VASHEGO DOMA (YOUR HOME IDEAS) PRACTICAL MAGAZINE
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
BURDA publishing house
Interior projects of BURDA publishing house envelop 73% of glossy magazine in MASS-MARKET category
73% 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: 2 482 600 readers in Russia. Resource: TNS Russia, NRS Russia 2014/IV
NOVIY DOM
IDEI VASHEGO DOMA
MOY LUBIMIY DOM
MOY UYUTNY DOM
INTERIOR+ DESIGN
MEZONIN
42%
16%
22%
9%
8% 3
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ruivd.ru
About the magazine
Leading Russian interior magazine
Circulation (2014): 1 750 000 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
1 588 700 (2,6%) readers in Russia
Resource: TNS Russia, NRS Russia 2014/IV
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
Resource: TNS Russia, NRS Russia 2014/IV
Za RulemCosmopolitanVokrug Sveta
Karavan IstoryLyublyu Gotovit!
Lyubimaya dachaZdorovye
National Geographic RussiaBurda
Top GearKollektsiya Karavan Istory
MaximIDEI VASHEGO DOMA
Domashniy OchagDomashniy Doktor
Liza Dobrye sovetyDiscovery
Popular MechanicsGlamour
Liza GoroskopForbes
GeoLiza. Babushkin kompot
Men’s HealthRybachte s nami
Liza Priyatnogo AppetitaKrasota & ZdorovieMoy Prekrasny Sad
RBC (zhurnal)Lublu tsvety
6108,3 4918,1
4033,1 3588,9
3003,4 2390,9
2322,7 2245,9
2170,9 2038,4
1807,1 1591,0 1588,7
1496,6 1475,7 1474,1
1403,5 1298,3 1264,6
1193,4 1180,0 1172,7 1157,0 1143,2
1083,1 1070,6 1064,9 1030,5 1018,6 981,1
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
1 588 700 readers in Russia,
432 300 of them are in Moscow
Resource: TNS Russia, NRS Russia 2014/IV
CPT* (rubles) *CPT (cost per thousand) the cost per 1000 contacts
1 588.7
Idei Vashego Doma
432.3
Idei Vashego Doma
Moj ljubimyj dom
323.7
107.7
Moj ljubimyj dom
SALON- interior
419.3
91.2
SALON- interior
Noviy Dom
313,70
115,4
Noviy Dom
Moy uyutny dom
580,20
141,2
Moy uyutny dom
Interior + Design
838.0
236.9
Interior + Design
Elle Decoration
266.5
68.6
Elle Decoration
Mezonin
109.150.4
Mezonin
Architectural Digest
112.136.1
Architectural Digest
185,70 258,50 381,90 401,70 621,70 1 001,70
1 313,40
3 117,70 3 211,30
Average issue readership, thousand person Moscow, Russia
— Russia — Moscow
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» magazine
47% (763 500 readers)
READ «IDEI VASHEGO DOMA» ONLY
53%also read other
magazines
Resource: TNS Russia, NRS Russia 2014/IV
47%of the audience read only «Idei Vashego Doma» magazine
ИДЕИ ВАШЕГО ДОМА
ARCHITECTURAL DIGEST
ELLEDECORATION
MOJ LJUBIMYJ
DOM
25,0%
28,3%
35,8%40,0%
MEZONIN
INTERIOR + DESIGN
21,6%
NOVIY DOM
24,2%
SALON- INTERIOR
26,9%
Practical magazine IDEI VASHEGO DOMA
+7 495 797-4560 ivd.ru
The map of magazines (sex and age)
Glossy interior magazine market
«Idei Vashego Doma» magazine has the biggest scope of the audience, which consists of 71% of women and 29% of man, of active age (average age 43)
Resource: TNS Russia, NRS Russia 2014/IV
AG
Eol
der
youn
ger
45
40
35
50
55
70% 75% 80% 65% 60% 55% 50% 85% 90%
FemaleMaleSEX, % of Female
The circle area is in proportion to its
audience
NOVIY DOM
IDEI VASHEGO DOMA
MOJ LJUBIMYJ
DOM
SALON-INTERIOR
INTERIOR + DESIGN
MEZONIN
ARCHITECTURAL DIGEST
ELLE DECORATION
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
Resource: TNS Russia, NRS Russia 2014/IV
Male
Female
29%
71%
Sex Occupation
16–24
25–34
35–44
45–54
55+
Age
7,5%
21,1%
27,4%
25,0%
20,0%
Married
Single
Have kids under 16
Marital status
68,7%
31,2%
48,8%
Financial status
Gold collar 19,7%
Blue collar 19,6%
No answer 30,2%
White collar 30,5%
Industrial production
Health protection and public service
Retail trade
строительство, монтаж
Education
Wholesale
Transport
Consumer service
Public service
Electricity/gas/water supply
Finance and insurance
Intellectual services
Art, show business
IT
Army, police, firefighters
Telecommunications
Law
Science
Real estate sphere
Restaurants and hotels
Extracive industry
Mass media, publishers
Farming
Tourism
Other
No answer
176,3
153,1
106,1
97,6
96,9
62,8
46,1
42,6
39,4
36,4
35,2
30,6
30,6
23,2
19,8
16,6
14,7
12,5
12,4
11,5
11,1
6,0
5,3
2,8
108,8
32,8
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*
Resource: TNS Russia, NRS Russia 2014/IV
Can buy expensive things
AGE/SEX
MATERIAL STATUS
FINANCE STATUS
SOCIAL STATUS
Male / 35–44 107
101
Upper class
Managers
Specialists
Workers
Housewife
Middle class
126
124
Female / 25–34
Female / 35–44
Female / 45–54
Female / 55+
212
191
113
142
168
145
136
121
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
43%11% 54%
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
3%
5%
6%
2%
43%
8%
7%12%
11% 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 3%
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