MEDIA KIT 2021 - Independent Media
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MEDIA KIT 2021
Media kit 2021
POPULAR MECHANICS IS ABOUT
THE WAY THE WORLD WORKS
We engage our readers by informing them on the latest breakthroughs in science
and technology in Russia and all over the world, cutting edge innovations in the
fields of space, aviation, weapons, computers and cars – in short, with all the
attainments of the human mind, which change our daily life.
Popular Mechanics (Russian Edition) has
been published in Russia since 2002 by
Sanoma Independent Media under the
license of Hearst Communications, Inc. Circulation: 100 000 copies.
01
Media kit 2021
CONTENT
Science Technologies Weapons Adrenaline
This column gives an overview Our daily life doesn’t change Almost every man is in love The readers of this column
of the latest breakthroughs in on its own; it is driven forward with weapons. This magazine stay up-to-date both with the
modern science. Our content by new technologies that are offers all sorts of information latest models of the motor
is engaging, clear and easy to everywhere around us – at ranging from guidelines boats, bicycles, motorcycles,
understand, so that even the home, at work, in car, at cafes on making a powerful paraplanes, mountain and
most sophisticated information and cinemas. However, we medieval arch to the circuit of water skies and with the way
is intelligible to all readers. do not always notice them. electromagnetic bomb. they are made. They know
This magazine’s mission is to what modern materials and
highlight them. technologies are used to create
Cars and drive Lifestyle them in order to make sport
experience more exciting.
The editors of Popular To the last screw In this section leading scientists
Mechanics are interested and sportsmen, inventors and
rather in the concept of the The best way to understand astronauts, designers and
car than in the number of how some device works is to the best engineers tell us the
glove compartments and take it apart to the last screw. stories of their success that
glassholders or in the size of This section is a review of top changes our everyday life for
the trunk and materials used disassemblies. the better.
to cover the seats. They try
to understand why it is made
exactly this way and how
different it is from the others.
02
Media kit 2021
BRAND REACH
Print audience 889 800
Website audience 6 000 000
Social networks 2 185 000
CRM 100 000
03
Media kit 2021
READERSHIP (RUSSIA)
Maxim 1 246 600
Popular mechanics 889 800
GQ 393 700
Esquire 252 300
Mediascope. Survey: NRS – Russia (16+). March-July 2020
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Media kit 2021
READERSHIP (MOSCOW)
Maxim 300 900
Popular mechanics 247 900
GQ 154 800
Esquire 126 400
Mediascope. Survey: NRS – Russia (16+). March-July 2020
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Media kit 2021
MEN’S AUDIENCE
(RUSSIA)
Maxim 902 800
Popular mechanics 720 600
GQ 212 200
Esquire 138 300
Mediascope. Survey: NRS – Russia (16+). March-July 2020
06
Media kit 2021
AUDIENCE STRUCTURE
Popular mechanics 19 2 8 19 25 27
Maxim 28 3 7 25 22 15
GQ 46 9 8 18 10 8
Esquire 45 3 9 22 14 7
Women Men (16–19) Men (20–24) Men (25–34) Men (35–44) Men (45+)
Mediascope. Survey: NRS – Russia (16+). March-July 2020
07
Media kit 2021
AUDIENCE STRUCTURE
Popular mechanics print version
INCOME SOCIAL GENDER GENDER/AGE
STATUS
46% C, C+ 25% M
anagers and 81% Men 2% Men 16–19
48% В top-managers 19% Women 8% Men 20–24
6% Others 31% Specialists 19% Men 25–34
8% Employees 25% Men 35–44
17% B
lue-collar 27% Men 45+
workers 19% Women
19% Others
08
Media kit 2021
EXCLUSIVE AUDIENCE
Popular mechanics 75%
Maxim 73%
GQ 63%
Esquire 48%
Exclusive audience is the number of target audience
that is reached only by a nominated media vehicle
09Media kit 2021
LOYAL READERS
Popular mechanics 18%
GQ 16%
Maxim 11%
Esquire 9%
Loyal readers are those who read every
or almost every issue of the nominated media
10Media kit 2021
DISTRIBUTION
Moscow 35,6% Nizhny Novgorod 0,9%
Saint Petersburg 16,4% Saratov 0,9%
Novosibirsk 8,8% Rostov-na-Dony 0,9%
Ekaterinburg 3,2% Ufa 0,7%
Chelyabinsk 2,7% Krasnodar 0,7%
Voronezh 2,4% Penza 0,7%
Vladivostok 1,7% Irkutsk 0,8%
Kazan 1,7% Barnaul 0,7%
Khabarovsk 1,4% Pyatigorsk 0,2%
Volgograd 1,4% Sochi 0,2%
Samara 1,3% Belarus 2,7%
Perm 1,3% Baltic region 1,8%
Чебоксары 1,1% Kazakhstan 1,1%
Kaliningrad 1,0% 35,6% Moscow
Tumen 0,9% Subscription 6,1% 16,4% Saint Petersburg
48,0% Regions
Сirculation
100 000 copies
11Media kit 2021
EDITORIAL CALENDAR
FEBRUARY - MARCH APRIL MAY - JUNE
THE BIG QUESTION COSMIC JUBILEE. NEW TECHNOLOGIES IN EDUCATION
THE 60TH ANNIVERSARY
OF YURY GAGARIN’S FLIGHT
Experts and scientists speak on topical and still Distance learning and other formats.
unresolved issues.
Should we permit human genetic modification? How has manned astronautics changed over
Is artificial intelligence dangerous? Are there any the years and what to expect in the future. Plans
benefits from the projects on the search for ex- to build a Moon base, colonize Mars - and
traterrestrial civilizations? All the pros and cons. beyond.
JULY - AUGUST SEPTEMBER OCTOBER
JAPANESE ISSUE ELECTRIC ISSUE ARTIFICIAL INTELLIGENCE
From medals made from recycled materials to Electric cars, electric planes, electric yachts, How artificial intelligence will change our lives
augmented reality and ultra-high definition live electric ships, etc. and affect different areas of our daily life - from
broadcasts: what Japan has in store for us. transport and financial services to teaching chil-
dren and interpreting verbal speech. The issue
will be made using AI technologies.
NOVEMBER DECEMBER - JANUARY
ECO-FRIENDLY ROADS PHASE TRANSITION
Transport of the future should be not only In 2020-2021 the world has experienced unprecedented events. Humanity will never be the same: the
high-speed and super-powerful, but definitely society has changed along with the priorities for development. How did they affect our life and change
cost-effective and environmentally friendly. How the direction of future progress? Let’s summarize.
the industry of transport is changing: electric
planes, self-driving cars, wind-powered ships.
12Media kit 2021
ADVERTISING RATES 2021*
TYPE RATE, RUR * All prices exclusive of VAT
Pages: ** Editor’s letter, Reader’s letters,
1/1 page 627 000 Q&A, Object, Events
1/1 page 1/3 of the book 652 800 *** Gatefolder production cost
1/2 page 370 000
is avaliable upon request
1/3 page 310 000
1/4 page 260 000
1/64 (header/logo) 155 000 Invoice for every advertising placement must
Special position 1/1 near heading** 673 000 be paid before publication within the terms
2-я cover 816 000 and conditions specified in the contract
3-я cover 656 500
4-я cover 867 000
Spreads: DISCOUNT FOR ADVERTISING
Spread 1 180 000 AGENCIES: 10%.
1st spread 1 428 000
2nd, 3d, 4th spread 1 305 600
Spread after heading** 1 285 200 EXTRA CHARGE FOR
Spread 1/3 of the book 1 264 800 SPECIAL POSITION: 15%.
Gatefolder*** 1 509 600
13Media kit 2021
EDITORIAL SCHEDULE 2020
BOOKING SAMPLES MATERILAS ON SALE
DEADLINE FOR TEST DEADLINE
February-March 11/01/2021 18/01/2021 19/01/2021 16/02/2021
April 08/02/2021 15/02/2021 16/02/2021 16/03/2021
May 12/04/2021 19/04/2021 20/04/2021 18/05/2021
July-August 04/05/2021 24/05/2021 25/05/2021 22/06/2021
September 29/06/2021 19/07/2021 20/07/2021 17/08/2021
October 16/08/2021 23/08/2021 24/08/2021 21/09/2021
November 13/09/2021 20/09/2021 21/09/2021 19/10/2021
December-January 11/10/2021 18/10/2021 19/10/2021 16/11/2021
February 2022 08/12/2021 15/12/2021 17/12/2021 18/01/2022
14Media kit 2021
POPMECH.RU
Unique visitors 6 000 000
Men 70%
C+ 40%
C 55%
15Media kit 2021
POPMECH.RU
Age structure
18–24 9%
25–34 24%
35–44 23%
45–54 18%
55–64 15%
65+ 11%
Source: Google Analytics
16Media kit 2021
SOCIAL NETWORKS
1 012 000 318 000
460 000 97 000
298 000
17Media kit 2021
MARKETING
Advertising campaigns in top media.
Priority laying out and pos in Moscow and other big cities of Russia.
Promo events with experts and partners.
ANNUAL AWARD - TECHNOLOGIES OF THE FUTURE
FIRST EXPERT’S CHOICE AWARDS IN THE FIELD OF SCIENCE AND
INNOVATIONS. IDEAS, PROJECTS, PEOPLE WHO WILL CHANGE OUR
FUTURE. THE BEST RUSSIAN TECHNOLOGIES AND COMPANIES.
INNOVATION LEADERS, BIG NAMES AND PROMISING STARTUPS.
Exhibitions, festivals, conferences сompetitions for readers in the magazine
and on the website.
18Media kit 2021
CONTACTS
ADVERTISING ADVERTISING MARKETING PUBLISHER
DEPARTMENT DEPARTMENT DEPARTMENT Margaryta Tyrina
PRINT DIGITAL Marketing and PR director
m.tyrina@imedia.ru
Maria Belmesova
Advertising director Director of Sales Internet m.belmesova@imedia.ru
Svetlana Kadykova projects
s.kadykova@imedia.ru Konstantin Kuznetsov
k.kuznetsov@imedia.ru
Key clients advertising director
Eugeniya Zyubina Senior Digital
e.zyubina@imedia.ru Sales Manager
Anton Zhurkov
Advertising manager a.zhurkov@imedia.ru
Elena Tomilina
e.tomilina@imedia.ru
WWW.POPMECH.RU
MOSCOW, RUSSIA, BOLSHOY SAVVINSKY LANE, 12, BLD. 6;
+7 (495) 252 09 99
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