Advertising in print media

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Of course, the Internet has been displacing printed media lately. The Association of Distributors reports that subscription print runs in Russia have decreased by 16%. However, printed media have their own demand. The company Synovate Comcon conducted research, according to which 7% of Russians are interested in the press.

Newspapers and magazines in the provinces are often the only source of information (except, of course, television) for people living there. And the circulation of Russian publications is simply occupant resident lists enormous, amounting to billions of copies.

Therefore, print media remains the ideal option for distributing advertising, which here acts as an effective and, in principle, universal marketing tool. Here are the tasks it allows you to solve:

Make coverage of a specific audience: pensioners and middle-aged people living in villages or small regional towns. Advertising in certain printed publications allows you to attract the attention of narrow consumer groups to your product, in which you are directly interested.

Maintain a reputation. And this doesn't just mean image advertising in major media. People are used to believing what's printed in a magazine or newspaper. You yourself probably know someone who regularly buys a specific cream "for everything" because it was praised in the local newspaper.

Reaching the audience at a local level. Advertising costs are significantly reduced when you are dealing with local press and it is about reaching people living in a specific region.

What are the prices in printed publications and how to access them?

You can act through intermediaries (agencies) or directly, through the editorial office of the selected media. The price is based on the size of the ad itself, its location, the level of popularity of the newspaper (magazine) and the volume of circulation.


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Surely, everyone has heard many times over the years about how PR budgets are uselessly wasted on the Internet. Meanwhile, the figures for the first half of last year show that the only place where advertising volumes in Russia are growing is online. PR people are still willing to invest money here, and here's why:

In 2021, Internet penetration in Russia increased to 78.1%. This is information from GfK. In quantitative terms, by the end of 2021, 96.6 million people over 16 years old used the World Wide Web.

Mobile Internet is actively used by 50 million Russian residents over 16 years old. This information is provided by FOM.

Marketers at Criteo are convinced that in Russia more than half of online purchases will be made via smartphones or tablets (but not via desktop computers).

There are the following types of Internet advertising: contextual via search engines, PR on social network pages, videos on YouTube and similar hosting sites, pop-up windows, banners. Add here PR in mobile applications, other ads on popular sites.

What online advertising for your product will be the most effective and how to convey it to the user? Of course, you will need your own website. If you do not know how to create it, then contact the specialists, they will do everything professionally for a fee. Or use an online constructor on a free hosting. Finding such a tool on the Internet will not be difficult.

Email newsletters

Marketers, conducting surveys, found out that this method works most effectively. It not only conveys information about the product to the recipients, but also attracts users to social networks, to the site, to the blog.

Here you need to start with choosing a mailing service, high-quality and affordable. Free server options can also be useful. This means ready-made templates, test drives, special offers.