media kit

From the first-personGlossy magazines have been known in Russia for a long time. But what is a practical glossy magazine? Think about how many times you have heard that a glossy magazine is just a lot of beautiful pictures? And that there is no practicality to it?

We can argue with that. The first practical glossy magazine is the Shopping Guide “Ya Pokupayu“. And hundreds of thousands of our readers will agree with us. It is not a catalogue, not a directory but an authentic and beautiful glossy magazine with useful information for its readers. It has information on prices as well as the value of goods and services.

Thanks to its convenient form, our readers can use this manual in everyday life to be inspired, to desire, to choose, to rest, to have fun, and to buy! Shopping Guide “Ya Pokupayu“ allows readers access to the availability of large surveys, expert opinions, news, trends, the collection of hundreds of products and services with prices and information about where and how to buy it. This is a very important combination for the modern person. Our reader is not just looking through beautiful pictures. He does not envy the models from glossy pages; he is not looking for advice on relationships and not looking for answers to acute social issues.

The Shopping Guide “Ya Pokupayu” was first issued more than 15 years ago. It brought a special culture of shopping, promoting the industry of luxury in the cities of Russia. Our readers and the magazine itself have been changing together continuously through the years. However, the essence of the publication, its soul, remains unchanged.

The Shopping Guide “Ya Pokupayu” is the first practical glossy magazine, and a competent city guide for shopping and inspiring purchases.

Trust your choice – see it in the magazine, buy it at the store. Become one purchase happier. Efficient shopping is a good habit.

Editor of the Shopping Guide “Ya Pokupayu“

In this issueShopping Hit list: 10 latest purchases of the month

Shopping Rules

FASHIONFashion TrendThe style rulesTop 5

MEN’S CLUBEmphasisHeroes

BEAUTYMust haveNoveltyPersona

HOUSEInteriorSpaceMaterial

LIFESTYLETest DriveTechnologyTravelTasteEvents

The first practical glossy Shopping Guide “Ya Pokupayu“ guarantees the high efficiency of advertising for its partners.

We will provide each client with:• the use of effective technologies to

promote the brand,• getting messages delivered to the

target audience,• variety of advertising forms,• a wide range of price offers,• cost-effective contacts,• synergistic product (magazine, special

projects, activities and LookMart.ru),• increase in profit.

The first practical glossy Shopping Guide “Ya Pokupayu” guarantees the reader a great shopping experience.

We will provide every reader with:• latest trends and most current deals

in the city,• hundreds of pages of desirable

purchases,• accurate information about prices and

values of goods and services,• addresses, passwords, and turnout,• interesting stories about trendsetters’

shopping,• expert and honest information about

shopping abroad and in other cities of Russia,

• inspiration, freedom of choice and positivity.

Relations

“I love new clothes. If everyone could just wear new clothes every day, I reckon depression wouldn’t exist anymore”, Secret World of a Shopaholic, Sophie Kinsella.

“Money doesn’t make you happy but purchases do”, Marilyn Monroe

“Shopping is my cardio”, Sex and the City, Carrie Bradshaw

“If you spent all your money on a dress, should you not be happy?”, Coco Chanel

“I love shopping. Money is worth nothing. They should be transformed into positive emotions, including the ones received from shopping”, Renata Litvinova

“Before anything will be someone’s purchase, it will appear on pages of the Shopping Guide “Ya Pokupayu”, Editor of the Shopping Guide “Ya Pokupayu”

So what is “shopping”? For us, our readers and true connoisseurs of shopping it is:• an inexhaustible source of the most vivid

emotions and inspiration• excitement in the pursuit of the best buys, joy

of seeing your dream come true• enjoyable part of life, energizing you with

positive energy and liveliness

Inviting world of shopping

Face to faceWho is the reader of the Shopping Guide “Ya Pokupayu”? Who are we changing the world for the better for? Who are we setting new standards of life for? And who are we making a purchase happier?

We work for the real fans of shopping, active consumers of new experiences. Our reader is a modern, cheerful person, open to a new way. There are never too many new emotions and experiences for our reader. He is devoted to shopping and takes everything from life, here and now. The main thing for him is to find his place in the society and change the world around him.

Can you not recognize yourself and your business partners among our readers? People choose the Shopping Guide “Ya Pokupayu” to make their dreams come true.

Сore readership are men and women, aged 25-45 years, with above average and avergae income.

Age 56% of men and women aged 25 to 45 years

Education 49% higher education

Social status 53% of managers, (co -) owners, professionals, office workers

Financial status 29% above average 45% average

Marital Status 56% Married 44% single

*According to the ‘National Readership Survey – Russia” study, research company TNS-Russia, May 2011 - October 2011

Like to read articles about new goods and services

Have fun when they spend money without thinking about it

Like to go out

Interested in art

Go out to restaurants

Participate in sports

Have a family car

Readers of the Shopping Guide “Ya Pokupayu”*:

* According to “M’Index” study, research company TNS-Russia, 2011/1 half year- Russia

Willing to pay more for quality products

Believe that a prestigious brand improves the image of a person

Try to keep up with the latest fashion trends

Often go shopping to cheer up

Believe that one must try everything in life, and get vivid experiences

We meet our readers every day, eleven months a year. We appreciate every dialogue we have with readers twenty-four hours a day on our web site LookMart.ru. You can easily find the Shopping Guide “Ya Pokupayu” in 27* major cities of Russia, in any of the 4750 * distribution points.

The magazine is given out to the right hands with purchases at fashion boutiques and interior design studios. It is available in beauty salons, health and fitness centers. You can read it while waiting for your friends at restaurants and cafes. It can be delivered to your home, work, or found at car dealerships and shopping malls.

We live one life with our readers, appearing in all the important places in the city. And if our reader gets new habits or finds new places, we follow him, bringing new things for the city and its residents.

Knowing the reader and his ways well guarantees the magazine’s partners a direct and short path to their target audience - wealthy residents of cities in Russia.

And we will deliver your message personally to each of our readers. He will receive it and come to you with the Shopping Guide “Ya Pokupayu» in his hands.

Meeting place

* as of May’11

At the pointClothes, shoes, accessories and jewelry boutiquesClinics, beauty salons and SPA, fitness and wellness centersRestaurants, cafes, entertainment centersInterior and furniture studiosCar dealershipsClub houses and cottages, business centersOther (direct mail, services, hotels, etc.)

31%

24%

20%

8% 6% 4%

7%

United in network

* as of May 2012 ** first issue in summer 2012 *** as of July 2012

Astrakhan 6 000 copiesBarnaul 7 000 copiesVolgograd 10 000 copiesVoronezh, Lipetsk 7 000 copiesYekaterinburg 20 000 copiesIzhevsk 5 000 copiesIrkutsk 7 000 copiesKazan 10 000 copiesKirov 5 000 copies

Krasnodar 10 000 copiesMagnitogorsk 3 000 copiesMoscow 55 000 copies Nizhny Novgorod 15 000 copiesNovosibirsk 10 000 copiesOmsk 7 000 copiesPerm 8 000 copiesRostov-on-Don 15 000 copiesSamara, Togliatti 12 000 copies

St. Petersburg 40 000 copiesSurgut 10 000 copiesTyumen 10 000 copiesUlan-Ude 5 000 copiesUfa 10 000 copiesKhabarovsk 4 000 copiesChelyabinsk 10 000 copiesSpain, Andorra 10 000 copies ***

Circulation of publications in the following cities:

27 cities of Russia *a branch in Spain **301,000 copies *

Moscow 18%

St. Petersburg 13% Siberia

11%

the Urals 18%

Volga Region 22%

South of Russia 14%

Central Russia 2%

the Far East 1%

Publication chain of the Shopping Guide “Ya Pokupayu” is among the three leaders in number of readers of glossy magazines for women’s premium audience.

Shopping Guide “Ya Pokupayu” – 716 900Vogue – 719 200Elle – 665 400

The Shopping Guide “Ya Pokupayu” is a leader among free glossy magazines for women’s premium audience. Each issue is read by more than 3 people. *

Why? Our readers are waiting for each issue of the magazine, which is tailored to their interests, meeting their quality standards, and helping to make their dreams come true. And, thanks to an efficient system of distribution, it will be delivered “to your hands” at your convenient time and place.

The first practical glossy magazine

* According to the “National Readership Survey – Russia” study, research company “TNS-Russia”, dec.2011-apr. 2012

Readership – 716 900 readers in Russia *

Very few people can argue with the fact that your brand needs to be a customer’s first choice for your goods and services to be sold. This is a brand that has the trust of its customers and is able to predetermine the choices while controlling them, reducing time and costs spent. That’s why people, even with the widest selection, give preference to well-known brands. Because a customer saw your brand in his favorite magazine, and at the best events in the city; because your brand took part in interesting projects and

can be accessed twenty four hours a day online. These brands are an integral and very enjoyable part of life.

Being the number one, Shoping Guide “Ya Pokupayu” works daily on helping its clients to be the first choice of their customers, and features them in the top lines of the readers’ wish list.

We invite you to use multiple channels of communication with customers, each effectively complementing each other, providing a synergistic effect on the advertising campaign.

Recipe for successful purchases

4 in 1The Shopping Guide “Ya Pokupayu”: confidential communication with clients through the publication in various forms (images, articles, news, society column, blogs, participating in special projects and directories, etc.)

Events held by the Shopping Guide “Ya Pokupayu”: personal face to face communication with target audiences (ranging from small private events for 10-40 people, such as Luxury Lesson, to events for 300 - 1000 people, such as “Shopping Night”, “Shopping of the Year» or “Sezon Ohoty” (“Open Season”)*, and development and implementation of turnkey events on client’s request). Joint promotional projects from the Shopping Guide “Ya Pokupayu”: new custom way to make its name in a city (participation in the projects of the magazine, such as a game “Shopping Corporation”, participation in the program “Life placement and non-standard advertising at points of sale “, “Shopping Festival”, and project development on client’s request).

Internet portal LookMart.ru: 24 hour customer support and effective sales via the Internet.

*”Sezon Ohoty” (“Open Season”) is an annual event, organized by the Shopping Guide “Ya Pokupayu”, when publishing partners offer special rates for the participants and make special offers and gifts with a purchase.

More than 716 900 people * skim through the Shopping Guide “Ya Pokupayu” in their city. Why? They all have one thing in common - a desire to buy. Advertising in the magazine is perceived by the reader as a very important element providing valuable information, without which it is impossible to become a purchase happier.

The Shopping Guide “Ya Pokupayu” uses dozens of different forms of advertising on a monthly basis. They are time- and audience-tested in different cities and are the foundation of the magazine,

developing the theme of the issue. It is important to choose the most appropriate form of advertising message to seamlessly fit it into the magazine.

The history of the magazine, its geography, the level of brands, number of clients and partners in each city enrich our experience. We create new forms of advertising messages, which organically blend into the lives of our readers. And most importantly these forms are effective, and help our clients to have new customers and increased profit.

* According to the “National Readership Survey – Russia” study, research company “TNS-Russia”, dec.2011-apr. 2012

Daria Usacheva, DECLEOR (Hermitage Russia)

In 2011, we have repeatedly placed advertising for cosmetics brand DECLEOR in the Shopping Guide “Ya Pokupayu”. It improved brand awareness and strengthened the loyalty of our regular customers and attracted new ones. We always expect high performance from an advertising campaign in the Shopping Guide “Ya Pokupayu”. At the moment, it is, perhaps, the most popular guide in its segment, especially in the regions.

Step 1: advertising in the magazine

Every month, in every city of the Shopping Guide “Ya Pokupayu” magazine chain, dozens of events are held, where brands and their admirers meet in person. These meetings are very important for customers: they help to know the brands better, build relationships and gather people with similar interests. This is an effective way to build a special atmosphere and a following around a brand.

Events are ways of communication that go beyond advertising, involving each guest personally. Everyone who is attending an event has hopeful thoughts, but no one knows exactly

what that particular event will bring. Is it going to be the only time or will it turn into lifelong love for a brand. Therefore, the task of an organizer is to implement the most optimistic expectations of the guests. It is important to choose the right partner who will do everything at the highest level.

The Shopping Guide “Ya Pokupayu” conducts and supports hundreds of events in Russia and abroad. They include magazine’s own projects, international festivals and foreign shop tours, and activities for clients, such as information support or organization of a turnkey event.

Step 2: events Svetlana Barysheva, chain of leather accessories shops Domani, Kazan

Our company has been successfully cooperating with the Shopping Guide “Ya Paokupayu” for a long time. The key to success is effective advertising forms and vibrant professional projects. In July 2011, we participated in the “Sezon Ohoty” event. Such an interesting activity has attracted great attention to our shop and brought us additional profits.

Human life is full of important events and questions. Some people like to have a cup of coffee to-go on the way to work, and read predictions from a fortune cookie. Others need expert advice when choosing a dish in a new restaurant. Some people need a special label on clothes from a new collection in a boutique, and a compliment in a dressing room. Some are just curious to taste their favourite Shopping Guide “Ya Pokupayu” by trying the same named dish at their favourite cafe. It’s part of life for our readers. Those little things allow them to feel free and happy.

And our magazine, of course, uses every opportunity to fill lives of our readers with joy. We are constantly developing and provide our customers with new forms of communication, which can become a part of their lives and bring them positive emotions and associations.

Step 3: to become a part of lifeMaxim Kolesnikov, M-style, Ufa

Participation in the project “Game of Shopping Corporation” was an unusual PR-event for us but I am sure it was a successful one. I think this form of advertising is not boring, not intrusive, causes positive emotions, and therefore it is working. Besides, this game was a wonderful New Year’s gift for our partners and loyal customers and helped us to save our budget allocated for the New Year souvenirs.

Vadim Chekryzhov, Bacco restaurant, Samara

The Shopping Guide “Ya Pokupayu” has an interesting format to promote our restaurant. Especially for our restaurant the publication has developed a creative way of advertising. They created a new dish with the name of the Shopping Guide “Ya Pokupayu”. Despite of its high price, the dish is very popular among our guests.

More than 43 million people search for the word “buy” in Yandex every month. How can you use it for your business? How can you find your audience in the Internet? How can you build effective communication with customers and increase online sales?

The Shopping Guide “Ya Pokupayu” has the answers to these questions. We created LookMart.ru portal so that you can effectively work with customers in the Internet.

LookMart.ru is an online mall, where there are thousands of successful companies. Opening an online boutique on our portal does not require financial investments and is not time-consuming. Working with LookMart.ru brings target customers who are redirected from the biggest search sites like Yandex, Google, etc. In our portal you can find tens of thousands of goods and services, fashion news and information about sales and special offers in shops of the city, author blogs, and an electronic version of the Shopping Guide “Ya Pokupayu”.

The number of online boutiques on LookMart.ru increases by 1/3 * in a month.

During the six months period the site traffic increased by 17, 4 times **

60% of the portal audience are people aged 25 to 44 years

70% of visitors of LookMart.ru are women

Visitors of LookMart.ru are families, solvent people who are willing to make expensive purchases ***

Step 4: Internet

* as of March 2012** from September 2011 to March 2012.*** based on the analysis of statistical reports Liveinternet.ru for March 2012

Thousands of companies have already tried working with LookMart.ru and are willing to share their experiences. Open your online boutique on our site and evaluate the effectiveness of online promotion with your own example: www.lookmart.ru/firms/new

Sergei Sundukov, Dekorika, Novosibirsk The online site meter on dekorika.lookmart.ru shows more than 1,500 unique visitors. We received over 60,000 views of our products in 6 months. Transparent mechanism of statistics revealed that most of the hits to our site were through the search sites. So we can say that LookMart.ru is well indexed in the Internet.

Dennis Chesnokov, Studio 7.11, Ekaterinburg 5 months of working with LookMart.ru showed the site not only as an advertising platform, but also as a site that gave us real orders from customers. It’s nice that the developers listen to the feedback and constantly improve the functions of the site.

Sergei Ankudinov, Ultima Ratio, St. Petersburg I think that LookMart.ru is a successful, progressive project, and an obligatory component of the media plan. We tested it in combination with the Ultima Ratio site and online store. The results were immediate. Special thanks for the options that allow not only sales, but branding and promotional projects, as well as informing the readers and not being limited in number and volume of material placed.

Alexandra Begizova, Element interyera, Moscow When we heard about LookMart.ru, we immediately used this great opportunity to say about our newly opened shop of china ware, crystal ware and gifts. What I liked the most about working with LookMart.ru was its simplicity. I was able to create a working web page not being a computer genius.

Publishing House “ABAK-PRESS” was founded in 1992. It is the largest regional media holding with management offices in Moscow and Yekaterinburg. Its combined circulation is more than 1.1 million copies. At present, the Publishing House “ABAK-PRESS” has over 900 employees. “ABAK-PRESS” develops 10 publishing brands aimed at different audiences, starting from the business elite to the mass market: the Shopping Guide “Ya Pokupayu”, “Buznes i Zhizn”, “Delovoi kvartal”, “TeleShow”, “Nasha Gazeta”, “Puls tsen”, a group of projects BLIZKO, LookMart.ru and other Internet projects under their own brands. Publications “ABAK-PRESS” are high-quality channels of communication between the advertiser and clearly formed, solvent audiences.

Moscow St. Petersburg Yekaterinburg Astrakhan Barnaul Volgograd Voronezh Izhevsk Irkutsk Kazan

Kirov Krasnodar Krasnoyarsk Lipetsk Magnitogorsk Nizhny Novgorod Novosibirsk Omsk Perm Rostov-on-Don

Samara Surgut Togliatti Tyumen Ulan-Ude Ufa Khabarovsk Chelyabinsk Spain, Andorra

Publishing House “Abak Press”and it’s projects

REGIONS OF Publishing House “ABAK-PRESS”

ST.PETERSBURG 191002, 47/49 Marata Str., office 403 Tel./Fax: +7 (812) 333-14-41 (-40)

VOLGOGRAD 400001, 8 Grushevskogo Str., 4th floor Tel./Fax: +7 (8442) 26-81-90 (-91, -72)

YEKATERINBURG 620014, 55 Khokhryakova Str., office 425 Tel./Fax: +7 (343) 376-58-60, 212-25-04

KAZAN 420015, 33b Mushtari Str., Tel./Fax: +7 (843) 238-57-93 (-97)

KRASNODAR 350000, 33 Aerodromnaya Str., 6th floor Tel./Fax: +7 (861) 255-44-52, 255-43-00

NIZHNY NOVGOROD 603005, 10/1b Alekseevskaya Str., office 200b Tel./Fax: +7 (831) 296-56-60

NOVOSIBIRSK 630007, 5 Sovietskaya Str., office 404 Tel./Fax: +7 (383) 289-27-47 (-46, -48, -49)

ROSTOV-ON-DON 334002, 74 Socialisticheskaya Str., office 706 Tel./Fax: +7 (863) 282-22-39 (-40, -41)

SAMARA 443110, 44 Novo-Sadovaya Str., office 301 Tel./Fax: +7 (846) 373-46-10

TYUMEN 625000, 2a Lenina Str., office 608 Tel./Fax: +7 (3452) 59-31-13 (-16)

UFA 450000, 78 Octyabrskoi Revolucii, 5th floor, office 505 Tel./Fax: +7 (347) 246-31-33 (-34)

CHELYABINSK 454091, 10 Mopra sq, office 304 Tel./Fax: +7 (351) 247-93-18 (-53, -54, -55)

VORONEZH 394030, 1B Revolucii Str., Tel./Fax: +7 (4732) 62-14-10

BARNAUL 656000, 107 Korolenko str, office 22b, Tel./Fax: +7 (3852) 63-54-32

IZHEVSK 426011, 27A Kholmogorova Str., Tel./Fax: +7 (3412) 79-27-78

IRKUTSK 664007, 4 Gornaya Str., office 503 Tel./Fax: +7 (3952) 48-62-58

KIROV 610004, 20 Lenina Str., Tel./Fax: +7 (8332) 35-80-33 (-22)

PERM 614045, 59a Petropavlovskaya Str., 5th floor Tel./Fax: +7 (342) 206-18-81

OMSK 644042, 32 Karl Marx Av., 5th floor Tel./Fax: +7 (3812) 37-38-10

MAGNITOGORSK 8 Pervomajskaya Str. Tel./Fax: +7 (3519) 22-42-69, +7 (906) 872-00-44

SURGUT 628406, 18 Bystrinskaya Str., office 122 Tel./Fax: +7 (3462) 96-18-99

KHABAROVSK 680000, 26 Dikopoltseva Str., office 17 Tel./Fax: +7 (4212) 46-33-98, 47-33-40

ASTRAKHAN 414056, 27 Savushkina Str., bld 6, office 27 Tel./Fax: +7 (8512) 48-80-11

ULAN-UDE 670000, 54A Smolina Str. Tel./Fax: +7 (3012) 22-22-21, 21-22-22

SPAIN, ANDORRA 08 008, C/La Rambla Cataluna, 124, office 1-1 Tel./Fax: +34-647-85-45 23, + 34-663-87-88-84

Contact usNetwork Editors Office SHOPPING GUIDE “YA POKUPAYU” 123060, Moscow, 1st Volokolamskiy passage, bld 10. Tel./Fax: +7 (495) 287-80-20 www.lookmart.ru

SHOPPING GUIDE “YA POKUPAYU” network management 620014, Yekaterinburg, 55 Khokhryakova str.Tel./Fax: +7 (343) 376-55-02

Management portal LOOKMART.RU620014, Ekaterinburg, 55 Khokhryakova str .Tel.: 8-800-700-01-66E-mail: support@lookmart.ru

Franchise on SHOPPING GUIDE “YA POKUPAYU”, LOOKMART.RUAnastasia AntoshkoTel.: +7 912 66 94 070 E-mail: antoshko@ek.apress.ru

SHOPPING GUIDE “YA POKUPAYU” chain