RUSSIANMEDIAMARKETofBOATINGINDUSTRY

N&ACommunication

2017

ThisdocumentispreparedaccordingtheAgreementbetweenAssociationofEstonianBoatyardsandN&ACommunications(from01.06.2016),part1.

ThereportincludesresultsofsurveyofmediachannelsfocusingtoRussianboatconsumers,fulldatabaseofthechannelsandpreliminaryresultsoftheactivityonawakinginterestoftheRussianboatingmediatotheEstonianboatbuildingsector.

Thesurveywasperformedasacomplexworkincludingtheexpertinterviews,mediaresearchandanalysis.Russianboatdealersandyachtingspecialistswerechosenasexperts.Alsonecessarymediarelationworkwasdoneasapartofthecontract.

ThegettingresultsofthissurveyshouldhelpEstoniansmallcraftbuilderstorepresenttheirproductionatRussianmarket.Inthesametimethispartofthecontractwasafirststeptothenextpromotionalactivity–thepress-tourofRussianjournaliststoEstonia.

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.

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

YACHTRussiamagazine

Coverpage

About TheYACHTRussiamagazinewasfoundin2008

underalicenseoftheDieYachtGermanmagazine.ThebasiccontentofthemagazineconsistsofthearticleswrittenbyRussianauthorscomplementedbythebestmaterialsfromDieYacht.Maintopic–sailing.Themagazineisissuedmonthlyinaneditionof25,000copiesanddistributedthroughallleadingnewsstandchainsandpresssectionsinsupermarkets,inairlinesbusinesslounges,popularrestaurants,showroomsofprestigiouscardealers,aswellasatyachtclubsandmainregattasinRussia.

Content EventsTravelYachtsPracticumSailingsportsLifestyle

Contactinformation Trubnikovskylane11,office7,121069,Moscowinfo@yachtrussia.comEditorinchiefArthurGrokhovskiygrokh@yachtrussia.com+7(495)725-08-94add.208SenioreditorSergeiBorisovborisov@yachtrussia.com+7(495)725-08-94add.206EditorAntonShibaevshibaev@yachtrussia.com+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

YACHTINGRussia’sPremierMarineMagazine

Coverpage

About ThefirstRussianillustratededitiondevotedtoluxurymotoryachts,boats,activerestonwaterandyachtinglifestyle.Publishedsince2002,withaperiodicityof6issuesayear,withacirculationof65,350copies(hastobeconfirmed).Themagazine'spublishersareyachtingprofessionals,formerlyyachtsmen,international-classmasters.

Content NewsEvents/BoatShowsFavoriteandMegaYachtsBrandsandProjectsMotorsYardsBoatStoryDesignYachtClubsandRegattas

TravelandHotels

Contactinformation 125212,Moscow,Yacht-Club«GorodYacht»,Leningradskoyesh.,37,bld.1Tel.:+7(495)987-20-37yachtingrus@y-m.ruEditorinChiefDmitryKiselevkiselev@y-m.ruPublishingeditorKozachinaGalinaphoto@y-m.ru

Webandonline http://www.y-m.ru/ThereisaversionofthemagazineforiPad

Socialmedia https://www.facebook.com/YachtingMagazineRussia/?fref=ts

Advertising Priceforonepageads–about7.000EURAdvertisingmanagerAshotSaakjansales@y-m.ru

Specificinformation ThepublisherofthemagazineisBUREVESTNIKGROUP(AndreyBoiko)–premiumyachtdealer

MOTORBOAT&Yachtingmagazine

Coverpage

About MotorBoat&YachtingRussiahasbeenontheRussianmarketforsixyears.MBYRussiaisprimarilyaddressedtoyachtowners,specialistsoftheyachtingindustryandallthosewhoseriouslyintendtojointheyachtingcommunity.FilledwithoriginalmaterialsandrelevantfortheRussianreader,theRussianMBYchoseitsownpathwithoutbecomingcontentwiththesecondarypositionofthetranslationjournal.Тest-drivesofyachtsandboats,reviewsofnewyachtmarket,detailedtravelroutes,captainsadvises,navigation,moderntechnologies,equipmentandon-boarddevices.Published6issuesperyear,35000copies.

Content NewsBoatShowsPeopleandYachts

SailsandYardsDesignandinnovationsCharterandTravelMotorboatAwardsExpertiseYachtMarketFreetimeandLifeStyle

Contactinformation 197110,St.Petersburg,Petrovskiypr.14,block4Tel.+7(812)617-01-11info@mby.ruEditorinChiefAntonCherkassov-Nismanac@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)973-87-12dm@mby.ruAndreyAkhan’kov(Moscow)+7(495)781-60-33akhankov@mby.ru

Specificinformation ThepublisherofthemagazineisNORDMARINEcompany–thedistributerofPRINCESSandX.O.yachts

CaptainClubmagazine

Coverpage

About TheCaptainClubmagazineispublishedsince1997.Themagazineisa250-pageedition,whichisissued6timesayear,participatingasaninformationpartnerinmostRussianeventsrelatedtotherecreationandsportsindustryonthewater.Thepublicationpublishesinformationaboutcompetitions,races,testsofnewyachtsandboats,tellsaboutinterestingsailingandtravel.Circulationisabout15000copies.

Content NewsBoatpreviewsandTestdrivesWorld’sharboursandNavigationReportsonEventsTravelMarinehistoryLuxurystyleTalesandStories

Contactinformation Room547,bld.3,22line,VasilievskyIs.,St.Petersburg,199106+7(812)325-74-93,+7(812)324-74-95info@captainclub.ruChiefexecutiveofficerDenisMeshkovmail@captainclub.ruSenioreditorArtemLisochkinlisochkin@captainclub.ru

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)528-16-00korneev@captainclub.ruAdvertisingmanager(St.Petersburg)ElenaOsokina+7(911)923-15-05reklama@captainclub.ru

Specificinformation

„KATERAIYACHTY”POWERandSAILBOATSmagazine

Coverpage

About TheoldestRussianmarinejournalforprofessionalsandamateurspublishedsince1963.HistoricallyfirstandtheonluSovietboatingmagazine.In80-th“KateraiYachty”wasputinGuinessbookofrecordsasamagazinewithlargestnumbersofsubscripers-morethan250.000readers.Technicallyorientedissue.Inthebeginningofthe2017themagazinewassoldtoCaptainClub.Circulationofthemagazinewas15.000copies.ThelastissuewasinDecember2016.Thefutureof“KateraIYachty”isunclear.

Content NewsTestdrivesandboatsreviewWatersportandrest

SmallcraftbuildingInnovationsBoatshowsYachtclubsTravelandwatertourismSailingequipmentFishing

Contactinformation Room547,bld.3,22line,VasilievskyIs.,St.Petersburg,199106+7(812)325-74-93,+7(812)324-74-95info@captainclub.ruEditorinchiefAlekseiDanjaevdanev@katera.ruWebeditorAleksanderPesterevweb@kаtera.ru

Webandonline http://katera.ru/KateraiYachtyhasthelargestinRussiaboatowner’son-lineforum:http://forum.katera.ru/

Socialmedia No

Advertising Priceforonepageads–wasabout1.500EURAdvertisingmanagerElenaOsokina+7(911)923-15-05reklama@captainclub.ru

Specificinformation ThepublisherofthemagazinenowisCaptainClubmagazine

YACHTSmagazineRussia

Coverpage

About YACHTSRussianEditionisadomesticversionoftheinternationalYachtsyachtingmagazine,publishedincountriessuchasFrance,Italy,theUnitedStates,theUnitedArabEmirates,Croatia.TheRussianversionofthemagazineispublished5timesperyearsince2005.Themagazineisdevotedtotheworldofsuperandmega-yachts,shipyards,navalarchitects,designersandengineers,encompassingentirelythelifestyleassociatedwithluxuryyachting.Circulationis57.500copies.

Content NewsBoatshowsOnboardYachtonCoverDesignProjectsCars

AltitudeTravelandHotels

Contactinformation Office705-707,37bld.9,Leningradskiyprospekt,Moscow125993+7(495)748-88-87info@yachtsrussia.ruPublishersSergeyRybakovs.rybakov@yachtsrussia.ruMichelKarsentim.karsenti@yachtsrussia.ruEditorinchiefMariaMoshkinam.moshkina@yachtsrussia.ruEditorMariaGordeevaeditor@yachtsrussia.ru

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

YACHTSByBoatInternationalmagazine

Coverpage

About TheYACHTS(BoatInternational)ispublishedinRussiasince2004.ThisisRussiantranslatedandadoptedissueofBoatInternationalmagazine.ThemagazineisaboutthelatestprojectsofMegayachtsandGigayachts.Therearealsoreportsfromtheworld'sleadingexhibitions,authoritativeexpertopinions,interviewswithfamousyachtowners,yachttours,designerprojects,charterinformationetc.Issued6timesperyear.Circulationis35.000copies.

Content NewsandEventsDesignandtechnologySuperyachtreviewsYachtownersclubFamilystoryExclusiveboats

TravelandrestContactinformation Russia,123056,Moscow,

Gruzinskiypereulok.,3,block1,Offices219—220,+7(495)290-35-56info@boatinternational.ruExecutivemanagerNataliaFokina+7(903)781-68-15nfokina@boatinternational.ruEditorVadimProzoroveditor@boatinternational.ru

Webandmobile http://www.boatinternational.ru/

Socialmedia NoAdvertising Priceforonepageads–about4.000EUR

AdvertisingmanagerKristinaArustamova+7(985)420-25-57k.arustamova@boatinternational.ru

Specificinformation

TARPONmagazine

Coverpage

About ThelocalRussianmarinejournalpublishedinSt.Petersburgsince2013.Generalyachting,peopleatsea,sailingstories.Issued4timesperyear,circulationisnotshown.

Content NewsPeopleYachtsHorizonts

Contactinformation 197110St.Petersburg,Petrovskayakosa,7+7(812)320-06-93,+7(812)327-45-82EditorinchiefSergeyAfonintarponmag@mail.ru

EditorMariaShirjaevatarpon_editor@mail.ru

Webandonline http://www.tarpon-media.ru/CopyinInternet:

Socialmedia No

Advertising Priceforonepageads–wasabout400EURAdvertisingmanagerNadezhdaIvchenko+7(921)635-68-58tarpon.spb@gmail.com

Specificinformation

"RYBACHTEsNAMI"(Fishwithus)Magazine,WEBandTVchannel

Coverpage

About Russianmonthlyfishingmagazine,publishedsince1999.ThepartofInternationalfamilyofGermanBLINKERmagazine.OryginalRussiancontentaboutallkindoffishingandalsodiving,watertourismandrecreationonwater.Circulationis110.000copies.

Content PracticefishingFishingstuffExpert’sadviseMarketnewsEventsTechnicsandcraftsFishcooking

Contactinformation Russia,107045,Moscow,Pankratievskiyper.,2+7(495)956-88-70vlad@rsn.ruEditorinchiefAleksanderKorolev

Webandmobile http://www.rsn.ru/

Socialmedia https://www.facebook.com/rursnhttps://vk.com/rursn

Advertising Priceforonepageads–about3.000EURAdvertisingmanagerNataliaKuznetsova+7(495)792-39-92reklama@rsn.ru

Specificinformation ThereareTVchannelandInternet-shopalsoinRSNholding:https://www.apico-fish.ru/http://tv.rsn.ru/

“RYBOLOV”and“RYBOLOVELITE”(FishermanandFishermanEliteMagazine)

Coverpage

About RYBOLOVmagazineisanissueabouttraditionalfishing.Alsoexpert’sadvises,hand-madestuff,fishermenstories.Publishedmonthly.RYBOLOVElitemagazinepublishesarticleaboutworld’sfishingandalsotalksaboutthefishingequipmentandtechnics,fishingtourismetc.Issued6timesperyear.

Content FishandfishermenFishingplacesEquipmentSportReportsStories

Contactinformation Russia,Moscow,Ostapovskiyproezd,5(Businesscentre„Kontakt“),bld.4,office222+7(495)607-18-05+7(905)716-05-10NataliaGlobanatalya-galitovskaya@yandex.ru

Webandmobile http://rybolov.ru/

Socialmedia Advertising Priceforonepageads–about800EUR

AdvertisingmanagerPjotrZhilin+7(495)607-17-52+7(905)724-62-02p-zh@mail.ru

Specificinformation

"RYBALKAnaRUSI"(FishingonRus)Magazine

Coverpage

About Russianmonthlyfishingmagazine,publishedsince2002.Circulationis80.000copies.Articlesaboutalltypeoffishingwithdifferentequipment.Expert’sadvisesandstoriesbytheexperiencedfishermen.

Content FishingnewsMasterclassTeoryandpracticeEquipmentHand-madeTourismStories

Contactinformation Russia,123317,Moscow,Presnenskajanab.,6,

bld.2,Business-center„Imperia“+7(495)741-59-56EditorinchiefVladimirGabelev+7(495)741-59-56Gab6-3@yandex.ruFishbook@premierapb.ru

Webandmobile http://fishinginrus.ru/

Socialmedia https://www.facebook.com/fishinginrus

Advertising Priceforonepageads–about…EURAdvertisingmanagerElenaSereda+7(495)660-86-49sereda@premierapb.ruAnnaYakunina+7(495)660-86-49yakunina@premierapb.ru

Specificinformation

«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

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)943-98-00Info@sfish.ru

Specificinformation

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“

CEO,FounderNikitaGorchakov+7(495)771-17-00Ng@itboat.comSeniorEditorKseniaShvetsova+7(977)613-76-03editor@itboat.com

Webandmobile http://itboat.com/

Socialmedia https://www.facebook.com/itboat

Advertising Advertisingsales@itboat.com

Specificinformation ItBoatBoutique–thepartofitBoatholding,istheleadingEuropeanyachtbroker.Workswithbothnewandusedyachts.ClientsarefromRussia,Ukraine,KazakhstanandAzerbaijan.

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

AlekseyKizilov+7(911)214-68-74alx@yachtsworld.ruEditorAleksandrSamojlovnews@yachtsworld.ru

Webandmobile http://yachtsworld.ru/

Socialmedia https://www.facebook.com/yachtsworld?pnref=about

Advertising Specificinformation

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 EditorsNataliaDovganKirillPopovinfo@allyachts.ru

Webandmobile http://www.allyachts.ru/

Socialmedia https://www.facebook.com/allyachts.ru

https://vk.com/allyachts_ruhttps://www.youtube.com/user/allyachtsru

Advertising reklama@allyachts.ru Andrey Amelin +7 (495) 925-51-17

Specificinformation

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/

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

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.

RESULTS

Theabsoluteleaderinthismatterisonlinemedia–accordingexpertsopinionanyonlinemediahasmoreadvertizingpotencialthantheprintedone,bothforpremiumandnon-premiumclassofboats.Aditionallytothespecializedmagazinesalsofishingmagazinescanbeusedforadvertizingofsmall-sizedboats.

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Mediacategory

DifferenttypeofRussianmediaandtheirpotencialforadvertisingboatstoconsumer

(NON-PREMIUMclassofboats)

Boatingmagazines Fishingmagazines Businessmedia LifeSyilemedia OnlineBoatingmedia

0123456789

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Mediacategory

DifferenttypeofRussianmediaandtheirpotencialforadvertisingboatstoconsumer

(PREMIUMboats)

Boatingmagazines Fishingmagazines Businessmedia LifeStylemedia OnlineBoatingmedia

Russianyachting/boatingmagazineshavelesspotentialofadvertizingsmallboatsincomparewithpremiumclassboats.ExpertsthinkthatMotorboatsandCaptainClubaremostusefulforadvertizingthesmall-sizedboatswhenwetalkaboutprintedmagazines.ToadvertizepremiumclassboatsdealerspreferYachtsandYachtingmagazines.

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Printedissues Internetmedia

Russianboatingmediaandtheirpotencialforadvertisingboatstoconsumer

(NON-PREMIUMboats)

YachtRussia Yachts Yachting YachtsbyBG

Motorboats&Yachting CaptainClub KateraiYachty Internetmedia

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Printedissues Internetmedia

Russianboatingmediaandtheirpotencialforadvertisingboatstoconsumer

(PREMIUMboats)

YachtRussia Yachts Yachting YachtsbyBG

Motorboats&Yachting CaptainClub KateraiYachty Internetmedia

YachtsWorldisthebestonlinemediaforadvertizinginRussia.Inthesametimethereareonlyfewspecializedinternetmediacanbetakenintoaccountasmediawithlargeaudience.Soallmedianemedabovehavegoodpotencialforadvertizingboatsandyachtsforconsumers.

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Internetmedia

Onlinemediaasadvertizinginstrument

PREMIUMboats

YachtsWorld.ru itBoat.com AllYachts.ru

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Internetmedia

Onlinemediaasadvertizinginstrument

NON-PREMIUMboats

YachtsWorld.ru itBoat.com AllYachts.ru