idei vashego doma (your home ideas) practical...

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 60% of glossy magazine in MASS-MARKET category

60% 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: 2 089 1000 readers in Russia, 559 100 of them in Moscow.

Resource: TNS Russia, NRS Russia 2014/III

NOVIY DOM

IDEI VASHEGO DOMAMOY LUBIMIY

DOM

INTERIOR+ DESIGN

MEZONIN

49%

11%

24%

12%

4


+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

1 592 600 (2,6%) readers in Russia


+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


Za rulemCosmopolitan Vokrug sveta

Karavan istorijLjublju gotovit’!

Ljubimaja dachaBurda

National Geographic RussiaZdorov’eTop Gear

Kollekcija Karavan istorijOrakul

Domashnij OchagMaxim

IDEI VASHEGO DOMADomashnij doktor

Liza Dobrye sovetyLiza Goroskop

DiscoveryGlamour

Popular MecanicsForbes

Moj prekrasnyj sadGeo

Men’s HealthKrasota & zdorov’e

Rybach’te s namiLiza Babushkin kompot

P’iatoe kolesoRBC

6466,6 4861,2

4049,0 3670,9

3015,7 2442,6

2244,9 2202,5

2118,7 2077,3

1838,8 1809,8

1705,3 1651,4

1592,6 1456,7

1425,3 1324,1 1307,4

1248,2 1234,5 1214,6 1163,1 1152,0 1143,0 1112,5

1036,1 1030,0 1023,0 1012,7


+7 495 797-4560 ivd.ruivd.ru

Headings and sections

NEWS

EVENTS

Here you can find information about different presentations, press-conferences and exhibitions

MARKET INNOVATIONS

Review of new goods on maintenance and home design Russian markets

INTERIOR

NEW APARTMENT

Unique architect and design projects both planned and realized

DESIGN PROJECT

Detailed description of design projects in 3D graphics (for standardized houses): materials, costs, technologies, strengths and weaknesses of the project etc.

FURNITURE

Review and analysis of furniture market and specific types of furniture

HOUSEHOLD APPLIANCE

Everything about appliances for modern houses

DESIGN

DECOR

Different accessories and decor items for any style you like

BOX OF IDEAS

Collection of interior ideas and master-classes from famous designers

DESIGN FROM A TO Z

Basic terms and examples of design

MODERN MAINTENANCE

PROBLEM SOLVING

Practical recommendations about maintenance, choice of equipment etc.

MATERIALS

Market review of different construction and design materials and different installation master-classes

CONSTRUCTIONS

Market analysis of different construction elements and practical pieces of advice for installation.

EQUIPMENT

Different reviews about engineering and bathroom equipment, installation specifics etc.

HOUSE AND SITE

HOUSE FROM THE INSIDE AND OUTSIDE

Detailed 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

LANDSCAPE

Landscape examples with recommendations from leading landscape architects

PHYTODESIGN

Manuals for creating floristic compositions

THE LETTER OF LAW

Legal aspects of buying, selling, insuring and exploitation of real estate

Practical ideas, ready to be realized


+7 495 797-4560 ivd.ru

Audience

«Idei Vashego Doma» is a leading interior magazine

1 592 600 readers in Russia,

445 600 of them are in Moscow


Average issue readership, thousand person Moscow, Russia

— Russia — Moscow

CPT* (rubles) *CPT (cost per thousand) the cost per 1000 contacts

Idei Vashego Doma

185,20

Moj ljubimyj dom

329,00

Elle Decoration

1323,70

SALON-interior

908,90

Mezonin

2597,40

Architectural Digest

3230,10

Interior + Design

377,30

Idei Vashego Doma

1 592,6

445,6

Moj ljubimyj dom

395.1

119.6

SALON-interior

415.9

99.2

Interior + Design

848.0

236.9

Elle Decoration

264.4

76.4

Mezonin

130.955.6

Architectural Digest

111.5 39.9


+7 495 797-4560 ivd.ru

Audience

Audience intersection*

*there are no intersections with different interior magazine.

Exclusive audience of «Idei Vashego Doma» magazine

IDEI VASHEGO

DOMA

ARCHITECTURAL DIGEST

MOJ LJUBIMYJ

DOM

ELLEDECORATION

26,8%

29,1%

34,0%

41,8%MEZONIN

INTERIOR + DESIGN

19,0%

48% (763 500 readers)

READ «IDEI VASHEGO DOMA» ONLY

52%also read other

magazines


48%of the audience read only «Idei Vashego Doma» magazine

SALON- INTERIOR

23,4%


+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 68,7% of women and 32,3% of man, of active age (average age 43)


AG

Eol

der

youn

ger

45

40

35

50

55

70% 75% 80% 65% 60% 55% 50% 85% 90%

FemaleMaleSEX, % of Female

NOVIY DOM

IDEI VASHEGO DOMA

MOJ LJUBIMYJ

DOM

SALON-INTERIOR

INTERIOR + DESIGN

MEZONIN

ARCHITECTURAL DIGEST

ELLE DECORATION

The circle area is in proportion to its

audience


+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

Male

Female

32,3%

68,7%

Sex Occupation

16–24

25–34

35–44

45–54

55+

Age

8,6%

20,3%

26,7%

27,2%

17,2%

Married

Single

Have kids under 16

Marital status

68,4%

31,6%

47%

Financial status

Gold collar 18,9%

Blue collar 18%

No answer 31,9%

White collar 31,3%

Industrial production

Retail trade

Health protection and public service

Design, building, repair

Education

Wholesale

Transport

Consumer service

Finance and insurance

Intellectual services

Public service

Art, show business

Army, police, firefighters

Electricity/gas/water supply

Real estate sphere

Extracive industry

IT

Telecommunications

Law

Science

Mass media, publishers

Restaurants and hotels

Tourism

Farming

Other

No answer

180,3

128,8

125,9

122,3

102,3

52,7

46,2

40,4

39,1

31,3

28,8

22,4

22,3

18,8

17,3

17,2

15,7

13,6

13,1

12,1

11,8

11,5

10,2

1,5

91,7

33,7



+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*


Can buy expensive things

AGE/SEX

MATERIAL STATUS

FINANCE STATUS

SOCIAL STATUS

Male / 35-44

Upper class

Managers

Specialists

Workers

Housewife

Middle class

126

130

Female / 25–34

Female / 35–44

Female / 45–54

188

194

131

172

137

113

153

165

106

Male / 45–54 109


+7 495 797-4560 ivd.ru

ivd.ru

Internet audience per month

248 260unique users

1 040 600 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.).

There is also a forum of 91 430 registered users, who plan to carry out design or construction projects.

Unique users: 307 845 Unique views: 3 016 535

According to Google Analitycs, 2014


+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%


+7 495 797-4560 ivd.ru

CONTACTS

Director of department of advertising sales in interior editions

Kuznetsova Natalya +7 (495) 787-9515

[email protected]

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