Hearst Shkulev Media demonstrates how a weekly Russian TV magazine is read
Alexy Ovchinnikov from Hearst Shkulev Media, Russia, today (24 May) presented results of a reader study into the title Antenna-Telesem at the FIPP Research Forum in Barcelona.
Antenna-Telesem is a Russian TV guide, and the study carried out by the company helped them to advise both the editorial and advertising teams on future strategy and direction of the title.
Findings from the research included average reading time of Antenna-Telesem being around one hour. After measuring spreads, the study found that each one is contacted twice per issue, with a contact duration of 61 seconds.
94 per cent of readers in the Russian cities began reading the magazine from the very beginning, and Ovchinnikov also reported that advertising in Antenna-Telesem works from first day of publication, with 32 per cent of audience seeing the ads on the first day of publication. According to Ovchinnikov, advertising in Antenna-Telesem is as effective as advertising on prime-time TV.
So how have the magazine’s editorial and advertising teams used these findings? Ovchinnikov said that the editorial team highlighted the top rubrics and used the quantitative ratings for content planning and the advertising team created presentations on magazine reading data for advertisers, giving the possibility to monitor effectiveness of certain ad models.
Ovchinnikov said that the company has embarked on research into one of its celebrity titles, with results available soon.
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