RUSSIAN MEDIA MARKET of BOATING...
Transcript of RUSSIAN MEDIA MARKET of BOATING...
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RUSSIANMEDIAMARKETofBOATINGINDUSTRY
N&ACommunication
2017
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ThisdocumentispreparedaccordingtheAgreementbetweenAssociationofEstonianBoatyardsandN&ACommunications(from01.06.2016),part1.
ThereportincludesresultsofsurveyofmediachannelsfocusingtoRussianboatconsumers,fulldatabaseofthechannelsandpreliminaryresultsoftheactivityonawakinginterestoftheRussianboatingmediatotheEstonianboatbuildingsector.
Thesurveywasperformedasacomplexworkincludingtheexpertinterviews,mediaresearchandanalysis.Russianboatdealersandyachtingspecialistswerechosenasexperts.Alsonecessarymediarelationworkwasdoneasapartofthecontract.
ThegettingresultsofthissurveyshouldhelpEstoniansmallcraftbuilderstorepresenttheirproductionatRussianmarket.Inthesametimethispartofthecontractwasafirststeptothenextpromotionalactivity–thepress-tourofRussianjournaliststoEstonia.
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MARKETREVIEW
Russianboatingmediaplayanimportantroleindevelopingofthetargetmarket.Thereisgeneralknowledgeofthemarketthatformsbythehugenumbersoffactors,butweunderstandthatrelationsbetweentheparticipantsofthemarketarebasedoninformation.Thegeneralinformationalflowisformingbymedia.Potentialcustomersmaketheirdecisionwiththeinfluence,withhelpandevenunderthepressureofinformation.Itcanbetakenfrominternet,magazines,expertsTV-showorrecommendationsofspecialistsbutanywaytheuniversalsourceoftheinformationismedia.Theonlythingthatmediacan’treplaceispersonalexperience.Otherknowledgethecustomercangetfromsomemedia.Theclearpictureofthelocalmedia-marketgivesaneffectivepossibilitytopresenttheproductionforthecustomer.
Russianmedia.Structure
Differentgroupsofmediacanbeseparatedbyseveralcharacteristics.Oneofthecommonandusefulseparationdividesmediaontwogroups:printedissuesandinternetmedia.TherearealsoonespecializedTV-channelinRussiathatbroadcastbothviasatelliteandinternet.
The2016year’sseminarforthemembersofEestiVäikelaevaehituseLiit,organizedwithparticipationofRussianmarketingmanagersandmediaspecialistsshowedthattheimportantaudienceforEstonianmanufacturerscanbefishermen.Thisconclusionwasalsoconfirmedbythesurvey.Itmeansthatinsidethegroupsofmediawewillmatchtwosectors:generalboating(sailingandmotorboating)andfishing.
ThenthestructureoftargetRussianmediawillbefollowing:
ü PRINTEDMAGAZINESo Sailingandmotorboatingo Fishing
ü INTERNET• Onlinemedia
o Sailingandmotorboatingo Fishing
• Boatsbrokeragewebsites• Socialmedia(Facebook,VKontakte,BlogsandForums)ü TV
ThisreportpresentsfullnumberofRussianboatingmagazinesandfishingmagazines,mostnotableandimportantonlinemediaandalsolistssomeothermentionedwebsites.Preparingthislist,webaseonourprofessionalexperienceandknowledgeofmediamarket,expert’sopinionandlastrankingsrelatingtothewebsites.
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TalkingaboutmediawealsohavetomatchthattherearesomemoreinformationalsourcesthatareveryimportantforanypromotionbutcannotbeattributedtoMedia:
• Dealerswebsites(Russian)• Boatshows
OnemoreimportantthingisthatRussiancustomersprefertogetinformationpresentedinRussianlanguage.ItmeansthatforeignmagazinesandwebsitesaffecttheRussianaudienceonlytoasmallextent.WecannameonlyfewEnglishlanguagemagazinesthathavealimitednumberofreadersinRussia,butotherforeignmagazinesareevennotpresentedatthemarket.ThemostpopularEnglishmagazinesatRussianmarket:
• YachtingWorld• Motorboat&Yachting
Russianmedia.Consist
ü PRINTEDMAGAZINESo YACHTRussiao MOTORBOAT&Yachtingo YACHTING(byBurevestnikgroup)o YACHTSo YACHTY(BoatInternational)o KATERAIYACHTYo CAPITANClubo TARPONo RYBACHTEsNAMIo RYBALKAnaRUSIo SPORTIVNOERYBOLOVSTVOo RYBOLOV/RYBOLOVElite
ü INTERNETo YachtsWorld.ruo itBoat.como AllYachts.ruo Katera.ru–forum
ü FACEBOOKü TV
o OCEANTV
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YACHTRussiamagazine
Coverpage
About TheYACHTRussiamagazinewasfoundin2008
underalicenseoftheDieYachtGermanmagazine.ThebasiccontentofthemagazineconsistsofthearticleswrittenbyRussianauthorscomplementedbythebestmaterialsfromDieYacht.Maintopic–sailing.Themagazineisissuedmonthlyinaneditionof25,000copiesanddistributedthroughallleadingnewsstandchainsandpresssectionsinsupermarkets,inairlinesbusinesslounges,popularrestaurants,showroomsofprestigiouscardealers,aswellasatyachtclubsandmainregattasinRussia.
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Content EventsTravelYachtsPracticumSailingsportsLifestyle
Contactinformation Trubnikovskylane11,office7,121069,[email protected]@yachtrussia.com+7(495)[email protected]+7(495)[email protected]+7(495)725-08-94add.207
Webandmobile http://www.yachtrussia.com/TheonlineversionofYACHTRussiaisananalogoftheprintversionofthemagazineandisaccessibleonanyinformationcarrier
Socialmedia https://www.facebook.com/yachtrussiamagazine/
Advertising Priceforonepageads–about3.500EURAdvertisingmanagerElenaKraverskayakraverskaya@yachtrussia.com
Specificinformation ThepublisherofthemagazineisVasilySenatorov
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YACHTINGRussia’sPremierMarineMagazine
Coverpage
About ThefirstRussianillustratededitiondevotedtoluxurymotoryachts,boats,activerestonwaterandyachtinglifestyle.Publishedsince2002,withaperiodicityof6issuesayear,withacirculationof65,350copies(hastobeconfirmed).Themagazine'spublishersareyachtingprofessionals,formerlyyachtsmen,international-classmasters.
Content NewsEvents/BoatShowsFavoriteandMegaYachtsBrandsandProjectsMotorsYardsBoatStoryDesignYachtClubsandRegattas
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TravelandHotels
Contactinformation 125212,Moscow,Yacht-Club«GorodYacht»,Leningradskoyesh.,37,bld.1Tel.:+7(495)[email protected]@[email protected]
Webandonline http://www.y-m.ru/ThereisaversionofthemagazineforiPad
Socialmedia https://www.facebook.com/YachtingMagazineRussia/?fref=ts
Advertising Priceforonepageads–[email protected]
Specificinformation ThepublisherofthemagazineisBUREVESTNIKGROUP(AndreyBoiko)–premiumyachtdealer
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MOTORBOAT&Yachtingmagazine
Coverpage
About MotorBoat&YachtingRussiahasbeenontheRussianmarketforsixyears.MBYRussiaisprimarilyaddressedtoyachtowners,specialistsoftheyachtingindustryandallthosewhoseriouslyintendtojointheyachtingcommunity.FilledwithoriginalmaterialsandrelevantfortheRussianreader,theRussianMBYchoseitsownpathwithoutbecomingcontentwiththesecondarypositionofthetranslationjournal.Тest-drivesofyachtsandboats,reviewsofnewyachtmarket,detailedtravelroutes,captainsadvises,navigation,moderntechnologies,equipmentandon-boarddevices.Published6issuesperyear,35000copies.
Content NewsBoatShowsPeopleandYachts
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SailsandYardsDesignandinnovationsCharterandTravelMotorboatAwardsExpertiseYachtMarketFreetimeandLifeStyle
Contactinformation 197110,St.Petersburg,Petrovskiypr.14,block4Tel.+7(812)[email protected]@mby.ruHeadofeditorialboardZariyChernjakeditor@mby.ruOfficeinMoscow:RoyalYachtClub125212,Moscow,Leningradskoyesh.,39,bld.6+7(495)781-60-33
Webandonline http://www.mby.ru/Thereisanon-lineversionofthemagazine:http://www.mby.ru/ru/subscribe/electronic
Socialmedia https://www.facebook.com/mby.ruhttps://vk.com/mby_rus
Advertising Priceforonepageads–about6.500EURAdvertisingmanagerDmitriyMakarov(St.Petersburg)+7(921)[email protected]’kov(Moscow)+7(495)[email protected]
Specificinformation ThepublisherofthemagazineisNORDMARINEcompany–thedistributerofPRINCESSandX.O.yachts
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CaptainClubmagazine
Coverpage
About TheCaptainClubmagazineispublishedsince1997.Themagazineisa250-pageedition,whichisissued6timesayear,participatingasaninformationpartnerinmostRussianeventsrelatedtotherecreationandsportsindustryonthewater.Thepublicationpublishesinformationaboutcompetitions,races,testsofnewyachtsandboats,tellsaboutinterestingsailingandtravel.Circulationisabout15000copies.
Content NewsBoatpreviewsandTestdrivesWorld’sharboursandNavigationReportsonEventsTravelMarinehistoryLuxurystyleTalesandStories
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Contactinformation Room547,bld.3,22line,VasilievskyIs.,St.Petersburg,199106+7(812)325-74-93,+7(812)324-74-95info@captainclub.ruChiefexecutiveofficerDenisMeshkovmail@[email protected]
Webandmobile http://www.captainclub.ru/TheonlineversionofCaptainClubmagazineisananalogoftheprintversionofthemagazine:https://www.litres.ru/serii-knig/zhurnal-kapitan-klub/?limit=60
Socialmedia https://www.facebook.com/www.captainclub.ru/?fref=ts
Advertising Priceforonepageads–3.000EURChiefadvertisingAndreyKorneev(Moscow)+7(916)[email protected](St.Petersburg)ElenaOsokina+7(911)[email protected]
Specificinformation
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„KATERAIYACHTY”POWERandSAILBOATSmagazine
Coverpage
About TheoldestRussianmarinejournalforprofessionalsandamateurspublishedsince1963.HistoricallyfirstandtheonluSovietboatingmagazine.In80-th“KateraiYachty”wasputinGuinessbookofrecordsasamagazinewithlargestnumbersofsubscripers-morethan250.000readers.Technicallyorientedissue.Inthebeginningofthe2017themagazinewassoldtoCaptainClub.Circulationofthemagazinewas15.000copies.ThelastissuewasinDecember2016.Thefutureof“KateraIYachty”isunclear.
Content NewsTestdrivesandboatsreviewWatersportandrest
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SmallcraftbuildingInnovationsBoatshowsYachtclubsTravelandwatertourismSailingequipmentFishing
Contactinformation Room547,bld.3,22line,VasilievskyIs.,St.Petersburg,199106+7(812)325-74-93,+7(812)[email protected]@katera.ruWebeditorAleksanderPesterevweb@kаtera.ru
Webandonline http://katera.ru/KateraiYachtyhasthelargestinRussiaboatowner’son-lineforum:http://forum.katera.ru/
Socialmedia No
Advertising Priceforonepageads–wasabout1.500EURAdvertisingmanagerElenaOsokina+7(911)[email protected]
Specificinformation ThepublisherofthemagazinenowisCaptainClubmagazine
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YACHTSmagazineRussia
Coverpage
About YACHTSRussianEditionisadomesticversionoftheinternationalYachtsyachtingmagazine,publishedincountriessuchasFrance,Italy,theUnitedStates,theUnitedArabEmirates,Croatia.TheRussianversionofthemagazineispublished5timesperyearsince2005.Themagazineisdevotedtotheworldofsuperandmega-yachts,shipyards,navalarchitects,designersandengineers,encompassingentirelythelifestyleassociatedwithluxuryyachting.Circulationis57.500copies.
Content NewsBoatshowsOnboardYachtonCoverDesignProjectsCars
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AltitudeTravelandHotels
Contactinformation Office705-707,37bld.9,Leningradskiyprospekt,Moscow125993+7(495)[email protected]@yachtsrussia.ruMichelKarsentim.karsenti@yachtsrussia.ruEditorinchiefMariaMoshkinam.moshkina@[email protected]
Webandmobile http://www.yachtsrussia.ru/TheonlineversionofYACHTSRussiamagazineisananalogoftheprintversionofthemagazine:http://viewer.zmags.com/publication/9c9a942a
Socialmedia No
Advertising Priceforonepageads–6.300EURChiefadvertisingTatianaLisitsina+7(926)922-48-71advertising@yachtsrussia.ruAdvertisingmanagerKseniaDidkovskayak.didkovskaya@yachtsrussia.ru
Specificinformation PublishedbyLuxMediaGroup
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YACHTSByBoatInternationalmagazine
Coverpage
About TheYACHTS(BoatInternational)ispublishedinRussiasince2004.ThisisRussiantranslatedandadoptedissueofBoatInternationalmagazine.ThemagazineisaboutthelatestprojectsofMegayachtsandGigayachts.Therearealsoreportsfromtheworld'sleadingexhibitions,authoritativeexpertopinions,interviewswithfamousyachtowners,yachttours,designerprojects,charterinformationetc.Issued6timesperyear.Circulationis35.000copies.
Content NewsandEventsDesignandtechnologySuperyachtreviewsYachtownersclubFamilystoryExclusiveboats
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TravelandrestContactinformation Russia,123056,Moscow,
Gruzinskiypereulok.,3,block1,Offices219—220,+7(495)[email protected]+7(903)[email protected]@boatinternational.ru
Webandmobile http://www.boatinternational.ru/
Socialmedia NoAdvertising Priceforonepageads–about4.000EUR
AdvertisingmanagerKristinaArustamova+7(985)[email protected]
Specificinformation
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TARPONmagazine
Coverpage
About ThelocalRussianmarinejournalpublishedinSt.Petersburgsince2013.Generalyachting,peopleatsea,sailingstories.Issued4timesperyear,circulationisnotshown.
Content NewsPeopleYachtsHorizonts
Contactinformation 197110St.Petersburg,Petrovskayakosa,7+7(812)320-06-93,+7(812)[email protected]
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Webandonline http://www.tarpon-media.ru/CopyinInternet:
Socialmedia No
Advertising Priceforonepageads–wasabout400EURAdvertisingmanagerNadezhdaIvchenko+7(921)[email protected]
Specificinformation
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"RYBACHTEsNAMI"(Fishwithus)Magazine,WEBandTVchannel
Coverpage
About Russianmonthlyfishingmagazine,publishedsince1999.ThepartofInternationalfamilyofGermanBLINKERmagazine.OryginalRussiancontentaboutallkindoffishingandalsodiving,watertourismandrecreationonwater.Circulationis110.000copies.
Content PracticefishingFishingstuffExpert’sadviseMarketnewsEventsTechnicsandcraftsFishcooking
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Contactinformation Russia,107045,Moscow,Pankratievskiyper.,2+7(495)[email protected]
Webandmobile http://www.rsn.ru/
Socialmedia https://www.facebook.com/rursnhttps://vk.com/rursn
Advertising Priceforonepageads–about3.000EURAdvertisingmanagerNataliaKuznetsova+7(495)[email protected]
Specificinformation ThereareTVchannelandInternet-shopalsoinRSNholding:https://www.apico-fish.ru/http://tv.rsn.ru/
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“RYBOLOV”and“RYBOLOVELITE”(FishermanandFishermanEliteMagazine)
Coverpage
About RYBOLOVmagazineisanissueabouttraditionalfishing.Alsoexpert’sadvises,hand-madestuff,fishermenstories.Publishedmonthly.RYBOLOVElitemagazinepublishesarticleaboutworld’sfishingandalsotalksaboutthefishingequipmentandtechnics,fishingtourismetc.Issued6timesperyear.
Content FishandfishermenFishingplacesEquipmentSportReportsStories
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Contactinformation Russia,Moscow,Ostapovskiyproezd,5(Businesscentre„Kontakt“),bld.4,office222+7(495)607-18-05+7(905)[email protected]
Webandmobile http://rybolov.ru/
Socialmedia Advertising Priceforonepageads–about800EUR
AdvertisingmanagerPjotrZhilin+7(495)607-17-52+7(905)[email protected]
Specificinformation
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"RYBALKAnaRUSI"(FishingonRus)Magazine
Coverpage
About Russianmonthlyfishingmagazine,publishedsince2002.Circulationis80.000copies.Articlesaboutalltypeoffishingwithdifferentequipment.Expert’sadvisesandstoriesbytheexperiencedfishermen.
Content FishingnewsMasterclassTeoryandpracticeEquipmentHand-madeTourismStories
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Contactinformation Russia,123317,Moscow,Presnenskajanab.,6,
bld.2,Business-center„Imperia“+7(495)741-59-56EditorinchiefVladimirGabelev+7(495)[email protected]@premierapb.ru
Webandmobile http://fishinginrus.ru/
Socialmedia https://www.facebook.com/fishinginrus
Advertising Priceforonepageads–about…EURAdvertisingmanagerElenaSereda+7(495)[email protected]+7(495)[email protected]
Specificinformation
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«Sportivnoerybolovstvo»(SportFishingMagazine)
Coverpage
About Russianmonthlyfishingmagazine,publishedsince1999.Circulationisupto32.000copiesdependsonseason.Articlesaboutallkindoffishingbyexperiencedfishermen.
Content FishingaroundtheworldFishingmethodsMarketreviewEquipmentandtechnicsSportfishingnewsFamilyfishingTestsMasterclassEcology
Contactinformation Russia,123317,St.Petersburg,Buharestskayaul.,146,block1,22H+7(812)943-98-00
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EditorinchiefMikhailNikishatovEditorAleksanderDobrokhotoveditor@sfish.ru
Webandmobile http://fishinginrus.ru/Therearemobileversions:iTuneshttps://itunes.apple.com/ru/app/sportivnoe-rybolovstvo/id673090723?mt=8andGoogleplayhttps://play.google.com/store/apps/details?id=com.quazarteam.sportfish
Socialmedia https://vk.com/sfishspb
Advertising Priceforonepageads–about900EURAdvertisingmanagerInnaHahina+7(812)[email protected]
Specificinformation
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itBoat.com
Homepage
About itBoat–oneofthemostpopularboatingwebmediainRussia.Newprojects,newyachts,yachtingandsailing.Worldyachtfleetdatabase.Regattascalendar,boatshowsandotherevents.Blogs.Discussions.Photosandvideos.Theinternet-portalconsistofdifferentpartsincludingon-linemagazine.Since2010.
Content Themagazine(on-linemedia)Catalogue(boatsworldwide)Market(brokerage)YachtClubsMegaYachtsCharterboats
Contactinformation Russia,119049,Moscow,Krymskajaemb,ArtPark„Museon“
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CEO,FounderNikitaGorchakov+7(495)[email protected]+7(977)[email protected]
Webandmobile http://itboat.com/
Socialmedia https://www.facebook.com/itboat
Advertising [email protected]
Specificinformation ItBoatBoutique–thepartofitBoatholding,istheleadingEuropeanyachtbroker.Workswithbothnewandusedyachts.ClientsarefromRussia,Ukraine,KazakhstanandAzerbaijan.
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YachtsWorld.ru
Homepage
About Yachtsworldisaninformationalinternet-portalthematicallyorientedonboatsales.Internetportalincludesthemostcompleteinformationfromtheworldofwater-motorequipment.Catalogueofcompanies,shipyards,services,marinas,dealers,sellers,catalogueofyachtsandboats,informationaboutboatshows,rentofyachts,boatsandwater-motorvehicles,vacancies,resumesandthelatestnews.Hasbeenworkingsince2002.TheYachtsWorldlinkedtoNewBoats.ru,UsedBoats.ruandRusYachting.ru
Content NewsCompaniesBoatscatalogueBrokerageRealEstateBoatshowsMaritimeschoolsJobatsea
Contactinformation Russia,Moscow
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AlekseyKizilov+7(911)[email protected]@yachtsworld.ru
Webandmobile http://yachtsworld.ru/
Socialmedia https://www.facebook.com/yachtsworld?pnref=about
Advertising Specificinformation
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AllYachts.ru
Homepage
About AllYachts.ru–onlinemediawithacontentaboutyachtsandmotorboats(withaccenttothelastone).Itincludesnewsofboatingindustry,anouncesandreports,hugecataloguewithdetaleddescriptionofboats,boat-finder,blogsandarticles.
Content NewsBrokerageRent-a-boatBoatcatalogueSubs:Yachtclubs,vacancies,services
Contactinformation Russia,129085, Moscow, Prospekt Mira, 101B, bld.1 +7 (495) 616-00-77 +7 (495) 998-08-66 [email protected]
Webandmobile http://www.allyachts.ru/
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Socialmedia https://www.facebook.com/allyachts.ru
https://vk.com/allyachts_ruhttps://www.youtube.com/user/allyachtsru
Advertising [email protected] Andrey Amelin +7 (495) 925-51-17
Specificinformation
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Otherwebsitesandon-linemedia,notedasuseful
http://wwportal.com/
http://spyship.ru/
http://www.motolodka.ru/
http://motorka.org/
http://lodki-pvh.com/
http://www.vodnyimir.ru/
http://www.velhod.ru/
http://www.vodkomotornik.ru/
http://www.jcboat.ru/
http://more-lodok.ru/
http://goodboating.ru/
http://www.yacht-com.ru/
http://www.myboat.ru/
http://www.all-boat.ru/
http://www.boat-info.ru/
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EXPERTSINTERVIEWS
Onthefirststageofsurveywepreparethedealerslistandextendeditputingnamesofotherexperts,thatworkindifferentpartsofboatingindustry.Thenthequestionarrywasprepared.TomakequestionarymorefocusedontherealmarketweanalisedanadvertizingfieldofRussianboatingindustry.
Thetotalnumberofexpertsthatagreedtoanswerthequestionsandtotakepartinthesurveywere21andevenmorepeopleactinginboatingindustryhavesharedtheirvisionwithinterviewers.ThemostimportantopinionsweregotaftertheinterviewwithfollowingRussianspecialists:
• AnnaShumeiko–DeputyGeneralmanagerofBurevestnikGroup(dealer)
• AleksandrMarkarov–GeneralmanagerofBavariaYachts(dealer)
• AnastasiaKobzeva–SailsandmarketingmanagerinNavico(manufacturer,distributor)
• NataliyaKramarenko–AdvertizingmanagerofNordBoat(dealer)
• AntonAfanasiev–CEOArcticBoats(manufacturer,dealer)
• AlexeyMurashkin–CEOGaleonYachts(dealer)
• AndreyRazdobarin–CEOYacht-clubGALS(charteranddealer)
• AndreyBakharev–CEOatRBMarinegroup(charter,repair,dealer)
• DmitryZaritsky–ManageratYantarnyParus(charter,dealer)
ExpertswerefirstaskedtoanswerthequestionaboutadvertizingpotencyofRussianspecializedmedia:
ü Howcouldyourankthefollowingmediachannelsaccordingtheireffectivenesstoadvertizeboatsintwocategories:premiumandnon-premium(markfrom1to10,where10ismaximumeffectiveness)?
Theyshouldrankfollowingchannels:
• Printedboatingmagazines• Printedfishingmagazines• Businesseditions• BoatingInternetweb-sitesandon-linemedia• Lifestylemagazines
Ortheycanputtheirownadditionalchannelsintotheranklist
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Thisfirstquestionhelpustoseewhatexpertsthinkaboutthewayofadvertizinginmedia.Whichchannelstheyusuallyusetosellyachts,motorboats,yachtingequipmentetc.TheanswersshowgenerallythatthemosteffectiveforadvertizingisINTERNETmedia(forpremiumandnon-premiumboats)andPRINTINGMAGAZINES(differentissuesforpremiumandnon-premiumboats).TVisnotanoptionforadvertizing.WecanrecommendTV-channels(incl.OCEANTV)forcommonpromotionoftheEstonianmaritime.
Afterthatinthesecondquestionexpertswereaskedtorankallexistingboatingissuesandtheleadingonlinemedia:
ü Please,rankthemediaaccordingtheiradvertizingpotencyfortwocategories:premiumandnon-premium(markfrom1to10,where10ismaximumpotencial)?
FollowingRussianspecializedmediawereranked:
• YACHTRussia• MOTORBOAT&Yachting• YACHTING(byBurevestnikgroup)• YACHTS• YACHTY(BoatInternational)• KATERAIYACHTY• CAPITANClub• YachtsWorld.ru• itBoat.com• AllYachts.ru
Theansweronthisquestionshowsthattherearepreferableprintedmagazinesforadvertisingpremiumandnon-premiumboats.Inthesametimetheinternet-mediawerestillthebest.
OneoftheimportantresultoftheinterviewswastheknowledgethattheinformationpublishedinlocalmagazinesismorepreferableforRussiancustomersandclientsincamparewithforeignmagazines.
ü DoyouthinkthatforeignmagazinesandonlinemediaareeffectiveforpurchisingboatsandyachtsinRussia?Whichone–pleasenote.
100%ofexpertsansweredNOonthisquestion.Itmeansthatforeignmediaingeneralcan’tbeconsideredasatoolforsellingboatsinRussia.ToosmallnumberofforeignissuescometoRussiaandthismediadon’tinfluenceonthelocalmarket.
FinallywefoundouthowgoodEstonianbrandsareknowninRussianboatingsociety.Expertswereaskedthequestion:
ü DoyouknowanyEstonianbrands?Whichone,ifyes?
AccordingtheexpertsreviewonlySAAREbrandisrecognizeble–somespecialistsmarkitaswell-known.
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RESULTS
Theabsoluteleaderinthismatterisonlinemedia–accordingexpertsopinionanyonlinemediahasmoreadvertizingpotencialthantheprintedone,bothforpremiumandnon-premiumclassofboats.Aditionallytothespecializedmagazinesalsofishingmagazinescanbeusedforadvertizingofsmall-sizedboats.
0123456789
10
Mediacategory
DifferenttypeofRussianmediaandtheirpotencialforadvertisingboatstoconsumer
(NON-PREMIUMclassofboats)
Boatingmagazines Fishingmagazines Businessmedia LifeSyilemedia OnlineBoatingmedia
0123456789
10
Mediacategory
DifferenttypeofRussianmediaandtheirpotencialforadvertisingboatstoconsumer
(PREMIUMboats)
Boatingmagazines Fishingmagazines Businessmedia LifeStylemedia OnlineBoatingmedia
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Russianyachting/boatingmagazineshavelesspotentialofadvertizingsmallboatsincomparewithpremiumclassboats.ExpertsthinkthatMotorboatsandCaptainClubaremostusefulforadvertizingthesmall-sizedboatswhenwetalkaboutprintedmagazines.ToadvertizepremiumclassboatsdealerspreferYachtsandYachtingmagazines.
0
1
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3
4
5
6
7
8
Printedissues Internetmedia
Russianboatingmediaandtheirpotencialforadvertisingboatstoconsumer
(NON-PREMIUMboats)
YachtRussia Yachts Yachting YachtsbyBG
Motorboats&Yachting CaptainClub KateraiYachty Internetmedia
0
1
2
3
4
5
6
7
Printedissues Internetmedia
Russianboatingmediaandtheirpotencialforadvertisingboatstoconsumer
(PREMIUMboats)
YachtRussia Yachts Yachting YachtsbyBG
Motorboats&Yachting CaptainClub KateraiYachty Internetmedia
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YachtsWorldisthebestonlinemediaforadvertizinginRussia.Inthesametimethereareonlyfewspecializedinternetmediacanbetakenintoaccountasmediawithlargeaudience.Soallmedianemedabovehavegoodpotencialforadvertizingboatsandyachtsforconsumers.
0
1
2
3
4
5
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7
Internetmedia
Onlinemediaasadvertizinginstrument
PREMIUMboats
YachtsWorld.ru itBoat.com AllYachts.ru
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2
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4
5
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9
Internetmedia
Onlinemediaasadvertizinginstrument
NON-PREMIUMboats
YachtsWorld.ru itBoat.com AllYachts.ru