Free Russian papers partner on advertising venture

Posted by Alisa Zykova on February 4, 2010 at 3:03 PM

ree Russian-language newspapers Moi Rayion, distributed in Moscow and St. Petersburg on weekends, as well as Moscow's daily Metro, announced a joint advertising venture titled "Seven Days a Week," Slon.ru reported today. The publications claim that fusing two separate distribution systems (the subway for Metro and large supermarket chains for Moi Rayion) would provide advertisers with maximum access to a desired audience on any day of the week.

According to Lenta.ru, the combined audience of the two outlets amounts to 1.2 million. Moi Rayion has 557,000 readers in Moscow while Metro has 775, 300. The average cost per thousand (CPT) adds up to RUB 595 (US$ 19.7). Metro has a CPT of RUB 603 (US$20.0) while Moi Rayion of RUB 480 ($15.9).

Metro Moscow Chief Editor Boris Konoshenko pointed out that since the project does not imply extra budget spending, he is on board, according to Slon.ru. He added that the advertising package had particular advantages for advertisers. Konoshenko also mentioned that current trends within the industry reflect cooperation and consolidation between different publications, so as to help them better combat the economic collapse.

Lenta.ru reported that Metro Moscow has been published under Metro International since March 2009. Figures from Mediaguide show that Metro has a circulation of 450,000 copies while Moi Rayion has a total circulation of 800,000 copies in Moscow and St. Petersburg.