21.06.2011

“UMH” has established a new division which manages media projects for the business audience. The business media segment comprises such magazines as Forbes, Korrespondent, Focus, Dengi, and focus.ua and dengi.ua websites. The new structural unit will be managed by Nadezhda Shalomova, who earlier had headed Focus and Forbes.

“There is a long-term trend observed in the category of Ukrainian business editions, i.e. flowing of business audience from purely business magazines to the news editions. Considering the situation and cooperating with the advertisers we have optimized the internal structure to better satisfy the needs of the advertising market”, commented Tatyana Yefimenko, Director of UMH Publishing House.

“The drivers for creation of business media within UMH were acquisition by UMH holding of the share in KP media and launch of Forbes”, says Nadezhda Shalomova. “Those two large-scale projects made our business media segment an absolute leader in terms of audience. Within one month, the advertising campaign in our publications will cover up to one million wealthy people. Besides, the advertiser has access both to the buyers of luxury products and, say, consumers of special financial services”.

Nelya Chernyshuk was appointed to the position of Advertising director in the business media segment. Previously, she managed advertising sales in Focus and Forbes. In September, the segment will present customer oriented comprehensive advertising proposals of the editions.

According to the results of the last wave of PMI 2011/1*, the business segment editions of UMH have demonstrated the growth of the singe issue audience. Amid declining indicators of the competitors, Korrespondent has grown by 10%, Dengi - 16% and Focus - 17%.

UMH business segment editions cover 75% of wealth audience not counting Forbes which was not subject to evaluation. Audience crossing does not exceed 10% for individual editions.

* PMI Regions study is the specialized project run by TNS Company for the research of the specialized and national editions’ audience.