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Advertisement in mass media is the easiest way to declare about one’s own company, goods and services. The easiest but not always a most effective one. The result can be miserable relative to the amount of investments, however massive would be an advertising attack and however wide the coverage would be in general, in case that contact with a reader, to whom the advertising was addressed, was not established. Targeting of communication is especially significant in our case. For big development and engineering companies, for producers and distributors of building machinery, equipment and materials, for architectural workshops and design studios, working with big volumes, the question is not even in primary audience but in personified one. Too narrow is a certain group of persons who have the necessary authority to sign; it is too difficult to find the way into the “pool”.
It is a question of personal choice if a director would need a personal driver, but a personal reader is strongly recommended to be attracted. The magazine Speech is addressed namely to such reader.
MAGAZINE'S STRUCTURE
Each issue of magazine Speech: rests on the principle of almanac, dedicated one topic, actual for modern architecture. These topics are connected to both problems of architectural language and form (“Ornament”, “Materiality” and “Colour”), and look of the cities (“Square”, “Water”), and also with maintenance methods bay means of reconstruction and reprofiling of historical structures (“Second life”) and strategies of perspective orientation (“For the future”).
All the materials are fully translated into English and illustrated with numerous graphics.
Background data
publication frequency. . . . . . . . . . . . twice a year
magazine capacity. . . . . . . . . . . . . . . 220 to 250 pages
sheet size . . . . . . . . . . . . . 235 x 300 mm
circulation. . . . . . . . . . . . . . . . . . . . 2,000 copies
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Editorial classification
subject . . . . . . . . . . . . . . . . . . . . . pages 15 to 20
history. . . . . . . . . . . . . . . . . . . . . . . pages 28-to 35
pros and contras . . . . . . . . . . . . pages 10 to 15
subject . . . . . . . . . . . . . . . . . . . . pages 96 to 100
environment. . . . . . . . . . . . . . . . . pages 24 to 30
expert. . . . . . . . . . . . . . . . . . . . . . . . pages 8 to 15
portrait. . . . . . . . . . . . . . . . . . . . . . pages 14 to 20
gallery . . . . . . . . . . . . . . . . . . . . . pages 10 to 15
anthology . . . . . . . . . . . . . . . . . . . pages 12 to 15
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QUALITY OF THE ISSUE AND LIFE SPAN OF THE ADVERTISEMENT
Treating architecture as an art, the creators of “speech:” apply much efforts, to make the magazine useful for readers at maximum extent, and delivering aesthetic pleasure to them. In the centre of attention of the editorial office is not only quality of conveying materials: texts, translations, illustrations, but also its design execution, according to all accounts one of the best among Russian core publications. No wonder that the magazine has gained collector value. Statistics gives the evidence for this – in the first half of 2011 more than 40% of sales was provided by the issues, released in 2009 and 2010. In fact, with a view to high demand the editorial office observes a necessity to release additional issues of No. 1 and 2 for 2008 (!). Thus, the actuality of information disposed at pages of “speech:” is not restricted with one day, week or at most, a month, which is characteristic of conventional print media .
More details about the previous issues see at http://en.speech-aj.su/order
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COVERAGE GEOGRAPHY
Significant part of the issue is distributed by the means of targeted mailing, addressees of which are chief architects, senior staff of institutions and departments of Moscow and other cities of Russia connected with architecture and urban development; architects, designers, planers, specialists in protection of architectural heritage.
Complete coverage of professional association – from Kaliningrad to Kamchatka, from the Sakha (Yakutia) Republic to Krasnodar Region – is provided by editorial subscription. Opportunities of “remote purchase” are complemented by web sites both of wide (for example, www.ozon.ru), and specialized (www.indexmarket.ru) profile.
Retail is carried out in Moscow, Saint-Petersburg, Nizhny Novgorod and other big cities of Russia and CIS countries.
The edition is popular in Germany, where it is sold in leading bookshops, specialized in art and architectural editions. In Central and Western Europe, the USA and Canada the edition is distributed by the publishing house DOM Publishers (DOM Publishers).
More details about the distribution system see at http://en.speech-aj.su/order.
The composition of the readership
architects.............................................54%
students, teachers..............................19%
investors, developers........................13%
nonspecialists......................................9%
designers..............................................5%
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Distribution of the Magazine
retail................................................ 40%
subscription....................................10%
mailing............................................ 30%
target distribution...........................20%
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Retail sales are effected through the following facilities
- Shops and newsstands specializing in architectural and art prints in Moscow and in the regions.
- Major bookshops in Moscow, Saint-Petersburg, Yekaterinburg and Chelyabinsk as well as in the Khabarovsk Territory and other regions.
- Internet shops
- Largest specialized shops in the cities of Germany and other countries; such as Berlin, Cologne, Stuttgart, Hamburg, Rotterdam, Quebec (Canada), and Lakewood (New Jersey, USA).
Subscription is available
- Through the Russian subscription agencies
- As editorial subscription
- Through the Internet
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Direct mailing aims at
- Architects and designers (both individuals and organizations such as bureaus, studios or workshops)
- Design institutes
- Central and regional departments of the Russian Union of Architects and the Russian Union of Designers
- City planning departments and authorities
- Investment organizations and construction organizations
- Libraries of the leading specialized higher education institutions
- PR mailing (VIPs, major mass media outlets, cultural centers and museums)
Targeted distribution is performed
- At the presentations after every new issue of the magazine
- At the specialized exhibitions in Russia and abroad
- Through the targeted promotional mailing
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DIRECT COMMUNICATIONS
Ritually the publication of a next issue is preceded by a Presentation with the participation of the world known Russian and foreign architects, directors of architectural and design bureaus, developer’s companies, officials of urban development departments, producers and vendors of building materials and technologies. Presentation provides advertisers a rare opportunity to establish direct partner relations in informal setting.
More details about presentations and other offers of editorial office see at http://en.speech-aj.su/order.
NEXT ISSUE ADVANCE ADVERTISEMENT
The eighth issue of the journal SPEECH: dedicated to the most important component of the architectural structures - the details. Detail - this is what stops in mind, it is interesting to consider and desire to touch. That transforms the scale of streets or buildings in scale proportionate to man. It may be impressive and expressive details, amounting in effect to the artistic gesture. Although, seemingly mundane and seemingly little things for granted - such as door handles, lamps, rosettes, stair railings, joints of different materials and surfaces ...
Under the "detail» SPEECH: involves the principle of architectural thinking, acknowledge approach to building design or urban environment. This issue will be presented with projects, which in the appearance of the building is mainly composes idea, that is being developed at the level of detail, as well as architects, for whom such an approach to design is decisive.
Advertising space reservation to 01.11.2011
Submission of advertising insert to 15.11.2011
Issue date 12.2011
Variants of advertisement
Modular type advertisement in and image block opening the magazine;
PR-publication in the form of and article or and interview in a special section “Partners”.
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Advertising Department
Irina Kuznetsova
+7 962 950-33-33,
Ruslan Blachshuk
+7 985 257-40-49,
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