Monthly supplements in leading world media

«Russia Beyond the Headlines»

published by Rossiyskaya Gazeta

Russia Beyond the Headlines focuses on publishing monthly supplements about Russia included in major global newspapers and on their websites.

The project aims to expand Russia’s information presence in the international media space.

Mission

Aleksandr GorbenkoRossiyskaya Gazeta CEO

«Our goal is to help the international community move beyond conventional perceptions of Russia and to share an unbiased view of Russian events with the international reader».

Goals of the Project:

provides information support for Russia’s international initiatives

promotes Russian exports, innovation and technology in international markets

popularizes Russian trademarks and brands

contributes to the strengthening and expansion of business and cultural links between countries.

Partners

Overall circulation of the supplements:about 3 700 000 copies

Target Audience

using the circulation example of the Washington Post (U.S.)

EXECUTIVE BRANCHThe White HouseSector agencies and departments

LEGISLATIVE BRANCHCongress members, consultants, lobbyists

JUDICIAL BRANCHSupreme Court and other courts

MEDIА (American and global news

agencies, newspapers, magazines, TV and radio companies)

INTERNATIONAL BUSINESS COMMUNITYMultinational corporations, major international companies, the World Bank, the IMF, etc.

PUBLIC ORGANIZATIONS, FUNDS AND CULTURAL

CENTRES

PROFESSIONAL LOBBYISTS, PR/GR AGENCIES, LAWYERS,

ETC.

EXPERTS, ANALYSTS AND ACADEMIC AND

COMMUNITY

FOREIGN EMBASSIES, OFFICES AND TRADE MISSIONS

Design corresponds to modern world newspapers

Newspaper partners’ websiteswww.washingtonpost.com/russianowwww.telegraph.co.uk/russia.nowwww.lefigaro.fr/larussiedaujourdhui www.duma.bg

Print editionDigital editionwww.rbth.ru/e-paper.html

Formats

Project’s websitewww.rbth.ru

Digital Edition (e-paper)

www.rbth.ru/e-paper

The possibility of “flipping through the online supplement” as published in the newspaper

The possibility of adding multimedia content: video, audio and photo files, presentations, etc.

Online advertising in additional columns with links to other websites

Sections

News in briefcoverage of the main Russian events

Economics & Business

global business trends

Business Calendar

key business events

Politics & Society

pressing political and social issues

Opinion

opinions, comments, articles by leading Russian and foreign experts

Feature

cultural life

Travel tourist information

on cities and regions

Cultural Calendar

key cultural events

Modernization

new projects and development plans

Opinion

ONE OF THE MOST POPULAR SECTIONS

Opinions and comments by Russian and international experts on important domestic and foreign problems covered by the leading international media.

The authors of the inserts are members of Russia’s political and business elite, leading experts, political analysts and cultural figures, as well as recognised international authors.

Our newsmakers

Professional Feedback

Sergei Lavrov, Minister of Foreign Affairs of the Russian Federation:“The main goal of the project is to help the international community move beyond the conventional perception of Russia and to offer a fresh look at a country, which is changing to meet global challenges but preserving its own traditions and identity”.

Alexander Dogadin, Russian Ambassador to Argentina :"The publication of Russia Today as an insert in Clarin will promote mutual understanding between our nations and help us to better understand each other... Now Argentines will have an additional channel through which to receive reliable and objective information firsthand, rather than from an intermediary. This insert will give readers a new perspective on events unfolding in Russia."

Katharine Weymouth, Washington Post Publisher:“We are pleased with the Russian supplement, and we believe that it enables our readers to get an inside view of Russia. Incidentally, this has been confirmed by our readers’ feedbacks”.

Nikolay Malinov, Publisher of Bulgarian newspaper DumaThe Russian supplement in our newspaper has given the opportunity to our readers to have a new serious and proffessional approach to modern Russia. This media project is really interesting for our readers an we consider that we have managed to offer them a supplement with good quality.

Feedback of “Russia Now” (UK) readers

“I liked the fact that it gives a different perspective of Russian

affairs via a trusted source”

“Anything of information about Russia is of value”

“I thought it was very informative”

Base: Read Supplement

Partners’ research results

Partners’ research results

Interest and attitude to Russia among “Russia Now” readers

35%

34%

14%

8%

33%

21%

7% 6%

0%

10%

20%

30%

40%

(Country) should have strong

ties with Russia

Trade between Russia and

(Country)will grow

(Country) relationship with

Russia should go through the

EU

Business relations between

Russia and (Country) are

good

2010 2008

Partners’ research results

71%

Regular readers of Le Figaro read or went through the Russian supplement La Russie d'Aujourd'hui

728 readers of Le Figaro were questioned about the Russian supplement, among which 374 readers a professional activity

Partners’ research results

The themes having most held the attention of French readers are the economy and the culture

With the readers, the supplement played a role of conviction not only on the necessity of French-Russian quality relations, but especially on the direct economic opportunities with

Russia - in particular for the business managers.

77%74%73%75%77%73%80%

88%

38%29%33%32%36%

26%

42%49%

First page Economy Transport Energy Regions Debates et Opinion Perspectives Culture

Saw or readRead

Premier Partner EventPremier Partner Event was held on 27-28 May 2010 in Moscow.

The theme of the conference focused on multilingual editing of the newspaper’s supplements published by Rossiyskaya Gazeta as part of the Russia Beyond the Headlines project.

Representatives of 11 world foreign newspapers took part in the conference:

The Washington Post (USA), The Daily Telegraph (UK), The Times of India (India), The Economic Times (India), Le Figaro (France), La Repubblica (Italy), Clarin (Argentina), Jornal do Brasil (Brazil), Duma (Bulgaria), Süddeutsche Zeitung (Germany), Nikkei (Japan).

Three conference workshops addressed the following subjects:

1. content creation and management;

2. marketing, audience surveys and organising additional events (panel surveys, conferences, round-tables, exhibitions etc);

3. potential for publishing Russian content in digital and online formats on partner Web-sites in 2010-2011.

Partners’ feedbackToby Moore, International and magazine director, Telegraph Media Group (UK)

“Very well organized. Incredibly hospitable. It was good to meet other partners and share experiences relating to the Project. The hotel was excellent and I like the idea of hosting the event at the Rossiyskaya Gazetta Office. This provides a good personal touch”

Manfred Witteman, Senior Consultant, Woodwing (The Netherlands)

“I was truly impressed by the professional approach and the selection of guests and speakers. I hope it will become an annual event, not only for the benefit of RbtH, but also for a better mutual understanding of Russian and Western press”

Philippe Hertzberg, Director International, The New York Syndicate (USA)

“The event was overall very interesting and inspiring. It was very useful to better understand the scope of the project and interactions between RBTH’s team and each partner. Meeting with all partners and members of RBTH, and understanding their respective roles and contributions, will definitely help with the implementation of the next phases of the project with Clarin, La Repubblica and El Pais. Last but not least, having the founding partners Washington Post, Telegraph and even Economic Times, present their experiences (in print and online), was key to better understand the next steps for us (survey and microsite)”

Kotaro Shiba, Sales manager, Nikkei (Japan)

“It was great opportunity to understand more "Russia beyond the Headline" and to feel some possibilities to work with other publishers through this project in the future. It would be very exciting that this project will run with the Nikkei next year. I wish you and your team will make great success this year, too.”

Russia’s example

Plans for 2011-2012

Contact

Eugene AbovDirector of International Projects,Deputy CEO of Rossiyskaya GazetaTel.: +7 (495) 775 3114Fax: +7 (495) 988 9213Email: abov@rg.ru

Julia GolikovaDeputy DirectorTel.: +7 (495) 775 3114Email: golikova@rg.ru