1. Comparative analysis of Shopping Guide/Ya Pokupayu
readership coverage
TNS Russia
NRS-Russia-2014/3, March - July 2014
NRS-Cities. December 2013 – October 2014

2. Readership coverage: «Ya Pokupayu»
federal glossy magazine*
*Source: TNS – III, May-July 2014
Shopping Guide/Ya Pokupayu network holds 2nd position among the top three women’s glossy magazines for
premium readership in Russia.
Compared to TNS – IV, 2013 the readership of Shopping Guide/Ya Pokupayu increased by 54 000 people, the
readership of Elle decreased by 32 300 people, the readership of Dorogoye magazine decreased by 32 000 people
as well.
Data highlighting the coverage in RUSSIA in the above displayed tab doesn’t reflect the real picture due to the fact
that the core readership is mostly represented by the residents of Moscow and St. Petersburg. Thus to understand
the real ranking of magazines in the Russian million-plus cities it’s necessary to analyze the data for each particular
city.
VOGUE InStyle ELLE
Dorogoye
magazine
Shopping Guide/Ya
Pokupayu
Cities
AIR, thousands of
people
AIR, thousands of
people
AIR, thousands of
people
AIR, thousands of
people
AIR, thousands of people
RUSSIA 796,8 no data 625,7 424,8 654,5
MOSCOW 241,2 70,5 179,7 no data no data
ST. PETERSBURG 67,1 no data 43,4 no data 41,8

3. Readership coverage: «Ya Pokupayu»
federal glossy magazine*
The circulation and readership
coverage of federal magazines in
the Russian million-plus cities are
insignificant. The readership
coverage of Shopping Guide/Ya
Pokupayu issues in each particular
city exceeds the coverage of
Vogue and Elle from 2 to 5 times.
InStyle magazine is not subject to
TNS survey due to its insignificant
AIR ( < 0.5 ).
ELLE magazine is subject to survey
only in 6 cities.
Shopping Guide/Ya Pokupayu
magazine is one of the most
efficient channels for advertising
in the Russian million-plus cities
with the largest readership in each
particular city.
*Source: NRS-Russia-2013/3, March - July 2014
CITY VOGUE InStyle ELLE
Shopping
Guide/Ya
Pokupayu
YEKATERINBURG 25,9
not subject to
monitoring
12,3 74,6
SAMARA 11,1
not subject to
monitoring
not subject to
monitoring
22,9
VOLGOGRAD 15,2
not subject to
monitoring
not subject to
monitoring
26,2
KAZAN 9,4
not subject to
monitoring
not subject to
monitoring
38,3
KRASNODAR 12,2
not subject to
monitoring
not subject to
monitoring
31,7
NIZHNY NOVGOROD 11,6
not subject to
monitoring
not subject to
monitoring
37,6
NOVOSIBIRSK
not subject to
monitoring
not subject to
monitoring
12,8 21,3
OMSK 10,7
not subject to
monitoring
not subject to
monitoring
23
PERM 10,6
not subject to
monitoring
11,5 28,2
ROSTOV-ON-DON 18,6
not subject to
monitoring
14,1 65,9
UFA 12
not subject to
monitoring
14,7 61,3
CHELYABINSK 13,5
not subject to
monitoring
10 45,6

4. Readership coverage: «Ya Pokupayu»
network of regional glossy magazines*
Shopping Guide/Ya Pokupayu holds
the leading position among the top
Russian networks of regional glossy
magazines.
Despite Shopping Guide/Ya
Pokupayu network only Dorogoye
magazine and Sobaka.ru are being
subject to monitoring on national
level with Dorogoye magazine’s AIR
less by 1/3 compared to that of
Shopping Guide/Ya Pokupayu.
All the rest of Russian networks of
regional glossy magazines are not
subject to monitoring due to their
insignificant circulation.
Shopping Guide/Ya Pokupayu
magazine is one of the most
efficient communication channels in
the Russian million-plus cities and
nation-wide as well.
*Source: NRS-Cities. May 2013 - April 2014, AIR (thousands of people)
CITY
Shopping Guide/Ya
Pokupayu
Dorogoye
magazine
Fashion
collection
Sobaka.rу
RUSSIA 654,5 424,8
not subject to
monitoring
not subject to
monitoring
YEKATERINBURG 66,6
not subject to
monitoring
–
not subject to
monitoring
SAMARA 21,6
not subject to
monitoring
not subject to
monitoring
not subject to
monitoring
VOLGOGRAD 32,2 10,2 – –
KAZAN 35,7
not subject to
monitoring
– 9,9
KRASNODAR 33,4
not subject to
monitoring
not subject to
monitoring
9,7
NIZHNY NOVGOROD 22,2 –
not subject to
monitoring
16,5
NOVOSIBIRSK 21,1 53,5
not subject to
monitoring
not subject to
monitoring
OMSK 24,4
not subject to
monitoring
– –
PERM 29
not subject to
monitoring
not subject to
monitoring
not subject to
monitoring
ROSTOV-ON-DON 56,1
not subject to
monitoring
not subject to
monitoring
18,8
UFA 39,2 – –
not subject to
monitoring
CHELYABINSK 47,9 29
not subject to
monitoring
not subject to
monitoring

5. Key points:
Shopping Guide/Ya Pokupayu network holds
leading positions on federal and regional
Russian markets among the glossy magazines.
Our leading positions defined by the largest
coverage in Russia in general (among all
regional networks of glossy magazines) as well
as in major Russian million-plus cities (among
federal and regional networks of glossy
magazines).
Our readership coverage reflects the amount of
solvent audience which will see an advertising,
i.e. more than 600 000 people in 13 major
Russian cities + the audience in all the rest of
our cities (the whole Shopping Guide/Ya
Pokupayu network amounts to 28 Russian
cities).