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Russian periodical media landscape

Russian print media market in 2011

In general, the situation on the press market got better in 2011. All major indicators improved.

The volume of press advertising increased by $1.03 billion compared to 2010. The total volume amounted to $1.5 billion.

According to the Federal Agency on Press and Mass Communications data, the retail press sales revenue was $1.4 billion, which is $12.5 million more than in 2010.

The subscription market increased by $14 million and totaled $715.625 million.


The circulation dynamics in Russia

According to the Federal Agency on Press and Mass Communications data, the annual circulation of periodicals decreased by 6-7% in 2011.

In three post-crisis years (from 2008 to 2011) the circulation of national editions (approximately 1000-1500 magazines and 300-500 newspapers) dropped by 15-20%. When taken together, the national and regional periodicals’ circulation fell by 45-50%.

In monetary terms the market grew by 1-2% in 2011, mostly due to the increase in retail prices. However, it is still below the pre-crisis levels: though the retail prices have increased by 50-60% compared to 2008, the market size decreased by 10-12%.


In next 2 to 4 years the sales will continue to drop by 5-10% annually. The revenues are expected to increase only due to the price inflation.

The retail press distribution market

There are three major segments on Russian print media distribution market: newsstands (kiosks), non-store retail and supermarket chains.

The newsstands remain the main retail distribution channel of periodicals in Russia.  Their share amounts to 47% in monetary terms and to 65% of


The rapidly growing market segment – press distribution through fast-moving consumer goods chains – accounts for 23% of sale volume.

Number of outlets

In 2011 42-44 thousands of outlets were selling periodicals in Russia; 4.5 thousands are located in Moscow.

The average ratio for Russia is one outlet per 3000 people, and one per 2470 people for Moscow.

Russian subscription market: structure

The size of subscription market is estimated at $715.625 million per year, which is approximately 34% of the total periodicals market in Russia.

The market structure is as follows: 55% is mail subscription, 38% is alternative subscription, and 7% is direct subscription.

Russian subscription market: dynamics

According to the statistic data, the subscription market in Russia is stagnating: over the past few years the circulation was decreasing by 1-2% every six months.

The subscription segment is essentially stable, unlike the retail segment where the decrease mat amount to 8-10% per year. To a large extent this is explained by the government support: the subscription postage rates remain fixed thanks to annual subsidies approximately $110 million.


Russian subscription market trends

  • More corporate subscribers choose not to work with Russia Post
  • Consolidation of corporate subscription market: smaller agencies tend to close down or become a part of a bigger agency
  • Increasing the number of ways to subscribe: using scratch cards, payment terminals QIWI, online store website
  • Subscriptions to e-publications


Russian media market

In 2011 Roskomnadzor registered 6,435 new mass media: 4,193 print mass media, 1,053 electronic mass media, 1,028 e-periodicals (distributed online), 161 information agencies.

In 2010 6,902 new mass media were registered.

As of January 1st, 2012 the total number of registered mass media in Russia was 89,000: 65,600 print, 22,000 electronic, and 1,700 information agencies. The number of registered print media has been declining since 2008.

The number of registered electronic mass media in Russia was almost 20,000 at the beginning of 2008 and grew to about 22,000 by the end of 2011. Market participants believe that electronic media is gradually becoming a very influential player.


Source: Russian Press Distributors Association (