2. Contents:
:
1.The Problem
2.Aims and Objectives
3.Background
4.Partners
5.Audience
6.Formats
7.Presentation
8.Feedback
9.Contacts
3. – "Rossiiskaya Gazeta" (Russian Gazette) was founded by the
Russian Government. The first issue appeared on November 11,
1990;
– "Rossiiskaya Gazeta" enjoys official status: we publish official
acts of state, in addition to ordinary content;
– "Rossiiskaya Gazeta" is intended for the general reader, its
content embracing everything from daily news, special reports
and interviews with government officials to expert comments.
– Our daily circulation: 218, 905 copies;
– According to TNS Gallup Media, our audience includes 331 000
regular readers;
– "Rossiiskaya Gazeta“ is printed in 44 Russian cities. Local
issues include regional supplements and special features;
– "Rossiiskaya Gazeta“ has 32 offices; 18 of them are located
abroad.
4. The Problem
Reports on Russia are frequently biased, and the image
Influential national newspapers with million strong
of Russia presented in foreign press is distorted.
readerships, reinforced in recent years by their online
resources, remain a widely used source of everyday
Foreign communities cannot adequately evaluate the
information for members of political, business and academic
positive changes taking place in Russia on the basis of
elites in western countries.
single-sided information.
News supplements, sections, inserts on economy, policy
This has a negative effect on the country’s international
and culture of other countries published in cooperation with
image, creating an unfavorable environment for foreign
influential quality newspapers are a traditional tool for direct
policy initiatives, hinders effective operation of Russian
communications with key influence groups in western
businesses in other countries, and reduces the inflow of
countries. Such inserts are regularly published throughout
foreign investments.
the world by China, Kazakhstan, India, Brazil, Taiwan,
Turkey, Saudi Arabia, Northern Ireland, Azerbaijan, other
Media channels of counteraction to single-sided
countries and regions interested in improving their global
foreign publications about Russia include specialized
image.
electronic media – RIA Novosti, Russia Today, Voice of
Russia. All of them, however, face high “entry barriers” to
western media markets, which limit their reach and
opportunities in forming Russia-loyal influence groups.
Publication of “Russian” inserts in influential western newspapers is an effective and
needed channel for distribution of alternative information about Russia, its home and foreign
policy, economy, business and culture in other countries.
5. Strategic Objectives:
Enhancement of the international reputation of Russia, its political leaders and executive
powers;
Promotion of important international initiatives and events with Russian participation;
Contribution to raising the country’s investment attractiveness;
Promotion of the nation’s brand, Russian trademarks and innovations;
Counteraction to misinformation and unfair competition against Russian businesses and
the country in general, including its specific regions in their expansion to foreign markets
and attempts to secure foreign investments;
Researching of the true public attitude towards Russia in specific countries though
interactive tools (voting, contests, blogs, etc.)
Advertising and promotion of other Russian media targeted at foreign audiences.
The primary goal of the project is to help the international community go beyond the
stereotype perception of Russia, to offer a view of a country that is changing in
response to global challenges, while maintaining its traditions and identity.
6. Background: RG Foreign Supplements
Stage I (late 2006 – mid 2007)
Partners:
• The Washington Post (USA), including washingtonpost.com
• The Daily Telegraph (United Kingdom)
• The Economic Times (India)
• Duma (Bulgaria)
Stage I objectives:
• testing of different models of editorial and commercial collaboration
with partner newspapers;
• analysis of reader feedback.
Stage I publication scenarios:
• editorial produced in Moscow, but laid out and published under
control of partner newspapers on the basis of special preferential
rates (USA, UK);
• the same, but on terms of editorial partnership and mutual production
of pages (India).
7. Background: RG Foreign Supplements
Stage II (August 2007)
What changed and what’s new on stage II:
• new editorial concept;
• uniform graphic style and design;
• common name - Russia Beyond The Headlines (and stereotypes of the western press);
• expanded online edition on www.rbth.ru;
• new e-paper format with additional information capabilities
Stage II objectives:
• to seamlessly integrate the new product into western newspapers and the
new multimedia environment;
• to comply with generally accepted western newspaper standards (design,
graphics, styles);
• to form a potential for online expansion in countries of publication;
• to establish a consistent system of communications with readers (feedback);
• to achieve a high level of recognition and trust in target groups in order to
make it easier for other products and services to enter the same markets.
8. Partner Newspapers from 2007
Major newspaper and web resource of
the US capitol
Daily circulation - 657 000 copies
Combined readership - 1,7 mln
Publication date – last Wednesday of
each month
Website audience - 13 mln, incl. 8 mln in
the USA
+ one of the biggest Internet resources in the USA WWW.WASHINGTONPOST.COM
9. Partner Newspapers from 2007
с 2007 года
Biggest quality national newspaper in
Great Britain with a powerful online
presence
Daily circulation - 660 000 copies
Combined readership - 3,7 mln
Publication date – last Thursday of each month
Website audience - 23 mln monthly unique users
+ one of the biggest Internet resources in Great Britain WWW.TELEGRAPH.CO.UK
10. Partner Newspapersс 2007 года
from 2007
National business newspaper
published by India’s largest media
group - Times of India
Daily circulation - 870 000 copies
Combined readership - 3 mln
Publication date – first Saturday of each month
Website audience – 15 mln monthly unique users
+ ePaper on one of India’s major English language Internet resources
WWW.ECONOMICTIMES.INDIATIMES.COM
11. Partner Newspapers from 2007
с 2007 года
Bulgarian #1 national newspaper
Daily circulation - 14 000 copies
Combined readership - 60 000
Publication date – last Wednesday of each month
+ website WWW.DUMA.BG
12. New International Project Partner. 2009
In February 2009 Rossiyskaya Gazeta signed an agreement with one of Brazil’s major publishing
houses - Inews Comercio de Jornais, Revistas y Periodicos Ltd.
From March 2009 Rossiyskaya Gazeta
publishes Russia inserts in Jornal do Brasil – national newspaper (Brasilia,
and Gazeta Mercantil Rio de Janeiro)
Circulation - 91 000 copies.
The Brazilian partner publishes
monthly Brazil inserts in
Rossiyskaya Gazeta – financial and economic
business newspaper (San Paolo)
Circulation - 75 000 copies.
+ websites
www.jbonline.terra.com.br and www.gazetamercantil.com.br
14. Audience Survey - The Daily Telegraph
Research commissioned by The Daily Telegraph (UK)
showed that the insert was noticed by the readers,
and that its contest is of interest to the target
audience. Survey revealed actual demand for
additional alternative information about Russia, which
readers are prepared to receive both through printed
and online media channels.
45% 39%
Saw the Russia Beyond Read the Russia Beyond
the Headlines insert the Headlines insert
15. Constant Multimedia Presence
The monthly frequency of the paper edition is compensated by the opportunity to
constantly update its digital (e-paper) and online editions
Modern technologies make it possible to enhance published texts with video and audio
content, additional materials and graphics, links to relevant websites, presentations and
comments.
Extended editorial and advertising capacity.
Possibility of searching, archiving and emailing content.
Increased “readability” of pages.
Access to accurate statistics on visits, views,
reading time for specific pages, etc.
Online monitoring of audience profiles
and geography.
Immediate feedback.
www.rbth.ru
ePaper
17. Project Formats: Online Edition
www.rbth.ru
Easy navigation
Convenient search
of sections and stories
Easy access
Free access to archives
of all publications
Online advertising in
various formats
18. Project Formats: Digital Edition (ePaper)
www.rbth.ru/e-paper
Possibility to view the paper
as if was printed
Possibility to add additional
content: video files,
presentations, photo
galleries
Online advertising on
additional pages with links to
brand sites
19. Project Formats: Partner Newspaper Websites
Publication of content on Opportunity to publish
websites of partner additional content: videos,
newspapers significantly presentations, photo galleries
expands project coverage provided by media partners
Interactive techniques of
communication with the Plans include use of
audience (surveys, contests, multimedia content (video and
etc.) provide opportunities for audio podcasts, photo
regular research, and allow galleries, slideshows, etc.)
the publisher to receive provided by media partners
feedback from readers
Opportunity to advertise
Apart from materials from Russian media partners to
printed supplements, the western audience
microsites are regularly
updated with additional
analysis and reviews
20. Overview of Partner Newspaper Websites
www.economictimes.com
www.washingtonpost.com
Audience – 13 mln
Audience – 15 mln,
incl. 8 mln in the USA www.telegraph.co.uk
Audience – 23 mln
22. First Person
Biographies of top executives
International status of companies
Expert opinions
Corporate statistics and facts
Experience on the Russian market
25. Regions
Promotion of Russian cities and
regions, brands of products and
services from a specific
geographic area;
Promotion of investment
opportunities in various Russian
cities and regions;
Promotion of export and tourism
opportunities in various Russian
cities and regions;
Information support of
participation of Russian cities
and regions in foreign
exhibitions, fairs, etc.
27. Feedback from Professionals
“This series of supplements sets a new global standard in depth, quality and impact, and is
already generating considerable interest in many countries that want to follow its example. I
have been working in this field for ten years, and Russia chose a much better approach than
others, because it has a comprehensive through through plan“.
Amer Yakub, Publisher, Foreign Policy magazine, Washington Post Media
“We are very happy with the Russian supplement. It gives our readers an opportunity to learn
the Russian point of view from the inside. This is confirmed by our readers’ feedback”.
Catherine Weymouth, Publisher, Washington Post
“American readers now have a wonderful guide to modern Russia. RBTH covers many
aspects of our life, demonstrating true journalistic talent. I cannot express all my feelings to
this media project. Rossiyskaya Gazeta has a very serious and professional approach. I can
confidently state that RBTH is already recognized in the highest echelons of US power and has
made the lists of the Washington elite‘s must read literature“.
Yuri Ushakov, former Russian Ambassador in the USA.
28. Feedback
from US and British readers
“The Russian insert is a good demonstration of what virtually everyone has
been talking about for decades: the western press never strived to give a
truly unprejudiced or balanced presentation of other countries’ points of
view. Alternative opinions from these countries, even coming from their
governments, should only be welcomed!”
“We are tired of getting selected quotes from American politicians as the only
source of information on which to base our opinions on the state of the entire
world… It’s ironic that the state known for its thoughtless demonstrations of
power and excessive patriotism criticizes the Russians for trying to create a
more balanced impression of their country abroad”
“Thank you for publishing Russia Now supplements in Washington Post. It is
essential for more Americans to have access to information showing that our Дочь Дж. Буша - Jenna Bush –
с американской вкладкой
policy is now always the best. We must cooperate with other countries on
«РГ» перед посадкой на борт
global issues. Your supplement provides information that cannot be found in президентского самолета —
our mainstream media. It would be good if all Americans were prepared to go фото агентства
beyond their borders and learn from others, instead of accepting information Associated Press
generated by those who benefit from lack of trust. Please, continue publishing от 26 сентября 2007 г.
Russia Now in Washington Post”. Вывешен на сайте
The Washington Post
29. Contacts:
Alexander Gorbenko
General Director
Rossiyskaya Gazeta International Projects
Department
Tel. +7 495 775 3117
gorbenko@rg.ru Tel./Fax +7 (495) 775 3114
Mobile +7 (903) 549 3644
Email: abov@rg.ru
WWW http://www.rbth.ru
