Media-kit–2013
Magazines where advertising works
r e p o r t
r e p o r t
The voice of the apricot tree mountain churches built of black tuff, stone wells, 300 days of sunshine. the country from the paintings of martiros saryan, the master of colour, really exists. just as the friendly embrace, armenian love of life and our shared history photo
y e g o r
m a t a s o v
Armenia is memory. The kingdom of Urartu, crusaders, the travels of Leonardo da Vinci are events and characters from the history of one nation. It is common knowledge in Armenia that the world was created by Armenians, and Armenia is as old as the world itself. Anyone who has ever heard Djivan Gasparian play duduk, extracting sounds from the soul of the apricot tree, knows it. The Armenians’ paramount modern talent is their inborn optimism, their ability to create and reinvent themselves. Here, the longest cableway in the world was constructed; here, Marriott hotels were opened in Yerevan and Tsaghkadzor, here the Centre for Contemporary Art was unveiled in the best European tradition. Armenia is colour. The main hue of the Armenian palette is pale orange, apricot, the colour of the famous fruit, “the Armenian plum” as Alexander the Great called it. The apricot colour is on the state tricolour flag, in tuff-clad Yerevan houses and in the mist that colours the mountain passes and hides in the gorges. Churches blend into surroundings, cling to
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y a n a
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mountain peaks, but this is not the shyness of ancient architecture, it is pure common sense. This way, the churches were left intact; neither the Tatars nor the Ottomans had demolished Armenia’s Christian structures. There are no railways in the country, the main highway from Yerevan to Tehran is peppered with tyre repair billboards, but at the same time Fernando Botero’s and Barry Flanagan’s originals stand in Yerevan in the open. The parks and boulevards of Yerevan, mountain ski resorts — all those projects were funded by the diaspora. The volume of assets provided to Armenia by its far-away sons and daughters is comparable to the state budget. Merci, as they say in Yerevan. The etymology of this “merci” is not without interest: in the early 20th century, the governor of Yerevan was the general of the Czar’s army, Louis Joseph Jérôme Napoléon. In 1905, governor Napoléon put a stop to riots in the city; the next day, all newspapers carried the headline “Merci, Napoléon!” Since then, “merci” became a part of everyday Yerevan life.
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r e p o r t
r e p o r t
Modernity and antiquity of today’s Armenia. Women bake the lavash in a restaurant set up in a grotto. Lavash is the food of warriors and shepherds; thin and crispy, it dries instantly and may be stored for years. The restaurants of Tsaghkadzor Marriott and Armenia Marriott Hotel Yerevan offer European cuisine, but there is always home-made lavash.
In the Khor Virap monastery there are dungeons built in Roman times. One of them had for 13 years held Saint Gregory the Illuminator, the baptizer of the Armenian king Tiridates III and the first official head of the Armenian Apostolic Church. From Khor Virap, a vista opens up on the distant and coveted Ararat. A church is built on the foundations of the Roman prison, and a strict descendant of the earliest Armenian Christians sells candles in the church shop.
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r e p o r t
r e p o r t
The national Yerevan-Tehran highway crosses the whole country. Ladas drive on it, flocks of sheep are driven along it. One of the not-to-be-missed stops is the Geghard monastery, dating back to the 4th century. There are no icons, frescoes and paintings had long faded away, but rare acoustics and carved stone bas-reliefs make this site unique.
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The prior of the Tatev monastery, father Mikhail, takes visitors on tour himself. In the 14th century, Tatev had a major university with a huge library, where scholarly thought and arts flourished. In the courtyard stands Gavazan, a pendulous column dedicated to the Holy Trinity. It swings, alerting the monks and surrounding villages of minor earth tremors, and it has many times warned them of serious earthquakes.
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r e p o r t
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From top right: peasants from a Zoroastrian settlement. A boy stands by the Cezve cafe in Republic Square, Yerevan. The ivy-cloaked gates of an old villa. It might seem that Armenia is sleeping, but perish the thought – it is not in a hurry, that is all. It is breathing calmly, which is the only way to survive 300 sunny days a year.
Jermuk is a mountain spa built in the 1950s, the favourite retreat of the Soviet elite and their near and dear. The walls of Stalin-era holiday hotels are still adorned with the portraits of the minister Anastas Mikoyan and the marshal Ivan Bagramyan.
translated by VICTOR SONKIN
After the 1931 earthquake, no houses were left on the bottom of the Vorotan gorge: people moved their houses up, closer to the sun. The road meandering down below is called “the devil’s road”. This photograph was taken from the cabin of the Wings of Tatev cableway.
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Magazines where advertising works
Inflight Entertainment GROUP
Inflight Entertainment GROUP:
The company publishes the following magazines: >> “ Aeroflot”, “Aeroflot Premium” and “Aeroflot Style” for Aeroflot-Russian Airlines >> “ Aeroflot World” for Rossiya Airlines, Vladivostok Avia and DonAvia >> «S7» for S7 Airlines
Inflight Entertainment GROUP Limited was created in 2008 to support the new for the Russian market model of co-operation with major airlines. The model’s business concept entails the provision of integrated business services consisting of in-flight entertainment and inflight advertising . 2
On-board advertising includes: >> d istribution of leaflets and pamphlets by inserting them into the pockets of economy and business class seats >> stickers on passengers’ tray tables >> a dvertising on passengers’ chair headrests >> p romotions on board the plane (sampling of foods and drinks) >> stickers on overhead luggage lockers Advertising in the airport: >> a dvertising on boarding passes Pre-flight advertising: >> a dvertising on ticket envelopes 3
Magazines where advertising works
АerofloT
passenger Traffic
IS ThE LEADER Of RUSSIAn PASSEnGER AIR TRAnSPORTATIOn AnD A mEmbER Of ThE GLObAL AIRLInE ALLIAncE SKYTEAm
Of OAO AEROfLOT-RUSSIAn AIRLInES
month
2012
2013
/forecast/
The alliance’s destination network amounts to 983 airports in 178 countries. According to recent figures, in 2012 Aeroflot carried 18m passengers. JAnUARY
1 171 915
1 564 893
fEbRUARY
1 146 663
1 433 330
mARch
1 280 995
1 280 995
APRIL
1 343 956
1 601 245
mAY
1 389 589
1 736 990
JUnE
1 605 366
2 006 707
JULY
1 792 807
2 241 008
AUGUST
1 839 059
2 298 823
SEPTEmbER
1 700 000
2 125 000
OcTObER
1 600 000
1 870 000
nOVEmbER
1 650 000
2 062 500
DEcEmbER
1 950 000
2 437 500
18 420 310
22 658 991
total:
4
aeRoFlot became the first Russian airline to receive an IOSA certificate and the company continuously maintains the relevant standards. The airline successfully passed ISAGO –ground services safety audit and achieved the compliance with ISO 9001:2008 quality standard. Recently aeRoFlot joined the list of the worldЃfs 10 best travel companies run by The boston consulting Group, leaving behind many industry leaders. According to research by In Sites consulting aeRoFlot received the highest passenger’s scores for ground services (check-in process) and for in-flight services. The survey among the SkyTeam passengers was carried out from October 2011 to march 2012. 70% of passengers highly regarded the check-in process and 57% gave scores of 9/10 and 10/10 for on-board service. Such feedback brought Aeroflot to first place among the 15 airlines-members of SkyTeam. The airline’s fleet is the newest, the most modern and the fastest-growing in Europe and consists of 125 airplanes, of which the majority are А320, A321, А330 and SSJ-100 types. PassengeRs
5
Magazines where advertising works
The number of Russians that regard Aeroflot as “reliable”, “safe” and “prestigious”
In Russia St. Petersburg Kaliningrad Krasnodar Sochi Anapa Gelenzhik Mineralnye Vody Astrakhan Volgograd Kazan Perm Samara Nizhny Novgorod, Ufa Orenburg Nizhnekamsk Yekaterinburg Chelyabinsk Barnaul 6
Irkutsk Kemerovo Novosibirsk Nizhnevartovsk Krasnoyarsk Omsk Tyumen Surgut Novy Urengoy Tomsk Vladivostok Khabarovsk Yuzhno-Sakhalinsk PetropavlovskKamchatsky
In the CIS Yerevan Baku
Minsk Bishkek Ashgabat Kiev Odessa Kharkiv Donetsk Dnepropetrovsk Simferopol Tashkent Samarkand
Germander Larnaca Tallinn Karlovy Vary Prague Copenhagen Helsinki Paris Nice Frankfurt Main Berlin International Dusseldorf Vienna Munich Innsbruck Stuttgart Salzburg Hamburg Brussels Hanover Sofia Dresden Zagreb Athens Split Heraklion
Budapest Tenerife Rome Milan Venice Bologna Riga Vilnius Tivat Amsterdam Oslo Warsaw Krakow Bucharest Belgrade Alicante Malaga Barcelona Madrid Stockholm
Geneva Zurich Istanbul Antalya London Miami New York Washington Los Angeles Havana Punta Cana Cancun Hurghada Sharm El-Sheikh Cairo Tehran Tel Aviv Beirut Damascus Dubai
Shanghai Peking Hong Kong Guangzhou Goa Delhi Seoul Small Ulan Bator Bangkok Phuket Hanoi Ho Chi Minh City Tokyo
983 points in 178 countries
Flight destinations
domestic flights
international
business-class passengers
economy-class passengers
45%
55%
13%
87 %
7
The readers’ audience
Magazines where advertising works
business-class passenger profile
economy-class passenger profile
65+ 55-64
conference education family/friends visit leisure business
45-54 female male
35-44 26-34 15-25
100% 90%
2%
5%
11% 25%
3%
12%
24%
60%
43%
56%
35-44
family/friends visit
26-34
leisure business
15-25
90%
20%
70%
1%
3% 6%
32%
17%
45% 33%
30%
55%
33%
20%
28%
10%
8
education
26%
40%
30%
0
conference
45-54
50%
75%
20%
55-64
5%
60%
50%
another
80%
70%
40%
male
100%
15%
80%
female
65+
44%
10%
2% sex
age
travel purpose
0
8% sex
age
travel purpose 9
Magazines where advertising works
«aerofloT premium» Is the monthly on-BoaRD magazIne FoR BusIness-Class PassengeRs circulation – 25.000 copies The average monthly number of readers – 198 000 The forecast average monthly number of readers for 2013 – 250 000 number of issues per year – 12 Volume – 144–320 columns 75% – men, 25% – women
с п е ц и а л и т е т
The magazine is distributed in business class cabins by inserting into the pockets of passenger seats
Бриллиант кухни
Белый трюфель — легендарный и самый высокооплачиваемый персонаж гастрономической сцены. он не играет вторых ролей, его амплуа исключительно заглавные партии осеннего кулинарного сезона. и на него всегда аншлаг в а с и л и й
ш о м о в
некАзистый нА вид Подземный гриб уходит с молотка на аукционах по 5 -15 тысяч евро за килограмм. Но это только в октябре. К декабрю, закату сезона белых трюфелей, чья жизнь ярка, но скоротечна, грибы станут еще дороже... В чем секрет этого феномена? За что, говоря ботаническим языком, «плодовое тело гриба шойромицеса жилковатого» удостоено не просто внимания поваров и гурманов, но вызывает ажитацию и исступленное коленопреклонение? Все дело в аромате трюфеля — мощном, всепроникающем, изысканном, многообразном и влекущем. Аромате, который и не аромат уже, а вкус Dolce Vita. Аромате, который для каждого, его уловившего, свой и ни с чем не сравнимый. Аромате, который почти невозможно описать, поскольку в диковинном ассамбляже в зависимости от остроты обоняния можно обнаружить ноты сырой земли и специй, чеснока и подлеска, чуть подсохшей скошенной травы и меда, бензина и аммиака... Мировой столицей белых трюфелей считается небольшой
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MAGAZINES WHERE ADVERTISING WORKS • MEDIA-KIT–2013 14
октябрь 2011
городок Альба в провинции Кунео северного итальянского региона Пьемонт. И итальянцы, располагающие массой старых трюфельных легенд, одна из которых гласит о том, что гриб — порождение лунного света, проникшего к подземным корням дуба, разбираются в трюфелях лучше других. Не будем останавливаться на трюфельной охоте с собаками, отметим лишь, что натасканная грибная собака стоит до 20 тысяч евро. Лучше вспомним о простом и прекрасном способе ощутить вкус нагретого трюфеля, упомянутый Еленой Костюкович в ее замечательной книге «Еда: итальянское счастье»: настругайте нагретый трюфель на простой крестьянский хлеб, капните немного оливкового масла, но только умбрийского, и посолите крупной солью. Но вернемся в рестораны. Белый трюфель способен преобразить, подняв на невероятный вкусовой уровень любую еду, наполнив ее своим ярким ароматом... Именно поэтому трюфели в виде тончайших стружек добавляют к основному блюду. И трюфель решает все.
Аэрофлот Премиум
фото Stock Food/Fotobank.com
текст
Magazines where advertising works
The conTenTs of The magazine calendar Announcements of the most significant events of the month: festivals, expo, fashion shows and VIP parties.
selecT novelTies in the world of automotive, accessories, jewellery, fashion and style, interior design, hotels and restaurants.
The inTerview Prominent Russian politicians, showbusiness personalities, entrepreneurs and arts patrons talks about their work, life and travels.
TesT-drive Expert’s reviews of the new models from established car manufacturers.
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real esTaTe Reviews of the international property markets and analysis of current trends.
The brand The past and present
money Profile and non-profile
gasTronomy The world’s best
investments, private banking, wealth management, financial experts’ opinions.
famous brands: fashion, automotive, watches, yachts, jewellery.
restaurants and chefs. culinary trends.
reading new books releases, science new hotels, spa and resorts.
and hi-tech articles, success stories of the famous people.
Travel compelling stories about
Travel guide A concise travel guide
travel to different cities and countries, trendy destinations.
to Russia’s two capitals.
premium class hoTels
weeK-end A short break to Europe:
news Partners’ business propositions.
the fresh outlook.
besT of The besT The best ever hotels and resorts, the world’s best hotel chains. Special rating of ”Aeroflot Premium”
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Magazines where advertising works
The effectiveness of the advertising is guaranteed by the exclusive distribution of the magazines and ensured by established contact with the audience who are the active consumers
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// over 80% of passengers read on-board
tween 30 and 120 minutes reading it //
provides advertisers with an excellent op-
sengers find the advertising in on-board
ally consumes the advertised products at
magazines // the vast majority of pas-
all the information presented is given
portunity to present their goods or serv-
media interesting and useful // effective-
some stage and among business people
sengers at least flick through on-board
special attention and positive outlook //
ices // generally advertisement in-flight
ness of advertising in on-board media is
and entrepreneurs as well as business
press // 60% of passengers spend be-
the prolonged contact with the audience
media is viewed positively // many pas-
high with every seventh passenger actu-
class passenger this number doubles.
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115054, г. Москва, ул. Пятницкая, д. 71/5, стр. 2, 3-й подъезд, 5-й этаж; тел.: + 7 (495) 690 8255, факс: +7 (495) 690 8256; www.in-flight.ru