2
360
000
Print run is certified by National Circulation Service
212-400
6 108 300
1 050 500
383 500
* Here and hereinafter information on readership of all editions is presented on the basis of researches by TNS Media Russia - National Readership Survey
(Russia, Moscow, St Petersburg) May-Oct 2014.
14 241 200

3
1002 issues with total circulation of 1,14 billion copies printed since Aprill 1928 till December
2014.
Digital archive www.zr.ru
.
of all issues is published on
Those copies of "Za Rulem" are enough to cover a soccer pitch with a paper pillar rising more than
40 meters in height .
Eight generations of Russian car owners and drivers have grown up with "Za Rulem".
One of the most popular automotive editions in
Europe.
Second position by Average Issue Readership among all Russian editions.
Leaders of Russian Press Market
Antenna/Telesem'
Za Rulem
Argumenty i Fakty
Cosmopolitan
Komsomolskaya Pravda
Vokrug Sveta
Teleprogramma
Karavan Istoriy
7 Dney
777
0
6   108,3
5   538,5
8   789,4
4   918,1
4   528,9
4   033,1
3   826,3
3   588,9
3   345,7
3   277,8
2   500 5   000 7   500 10   000
AIR, thou. pers.

4
Edition
Za Rulem
Vokrug Sveta
Top Gear
National Geografic Russia
Populyarnaya Mekhanika
Maxim
Discovery
Men's Health
Rybachte S Nami
Avtomir
Metro (Daily)
Sovetskiy Sport Futbol
Pyatoye Koleso
Okhota i Rybalka XXI vek
Klakson
Reported
Print Run
360   000
238   000
102   925
140   000
200   000
216   000
160   000
300   000
110   200
110   000
470   000
290   000
152   000
140   000
188   000
Real
Print Run
360   000
238   000
47   908 n/a n/a
191   784 n/a n/a
110   200
79   658 n/a n/a
32   455
36   480
104   000
0
Data on reported and actual circulations are given on the basis of reports by
National Circulation Service - www.pressaudit.ru
For editions not presented in those reports data from their media-kits are provided.
Issue Male Readership, thou. pers..
4   280,5
1   611,2
2   100,9
1   339,5
1   075,6
1   065,2
932,7
886,4
880,0
865,6
797,6
793,1
764,1
731,7
701,5 f
Male rea m" doubles
"Za Rule the close st compet itor
750 1500 2250 3000 3750 4500
Top 15 editions by male readership with affinity index
(Index T/U) above 100 are presented.

5
7
8
5
6
9
10
No
1
2
3
4
Media
Za Rulem
Autonews.ru
Carscope.ru
Auto-dealer.ru
Carobka.ru
Motor.ru
А uto Mail.ru
Avtorevu
AvtoBiznesRevu livecars.ru
Type
Magazine
Internet
Internet
Internet
Internet
Internet
Internet
Magazine
Magazine
Internet
Citation Index
505,38
379,53
244,36
205,08
130,51
119,10
113,53
82,57
78,72
71,63
The rating covers automotive media .
The rating is based on Citation Index (CI) by "Medialogy" company ( http://en.mlg.ru/)
The rating is built on media database of "Medialogy" including 20.000 sources: TV,
Radio, Newspapers, Magazines, News Agencies and Internet media.
Research period: July 1 - September 30, 2014.

6
Distribution in the whole territory of the country.
Subscription - 12% , retail - 88% of print run.
75% of retail sales during the first week of distribution.
Retail return level below 10%
Readership Distribution in
Russian Federal Districts
Крупнейшие регионы распространения
1 Moscow + Moscow Region
2 Saint Petersburg + Leningrad region
3 Ekaterinburg + Sverdlovsk region
4 Krasnodar Territory
5 Chelyabinsk
6 Novosibirsk
7 Bashkortostan
8 Khanty-Mansi Autonomous Area
9 Tatarstan
10 Rostov-On-Don
11 Perm
12 Samara
13 Krasnoyarsk Territory
14 Nizhny Novgorod
15 Tyumen
Доля тиража
2,7   %
2,2   %
2,1   %
1,8   %
1,7   %
1,6   %
1,5   %
27,1   %
8,2   %
4,0   %
3,9   %
3,6   %
3,4   %
3,3   %
3,1   %

7
Edition
1 Za Rulem
2 Avtorevu
3 Avtomir
4 Klakson
5 Quattroruote
6 Avtopanorama
7 Za Rulem - Region
8 МОТО
9 Kupi Avto
10 Top Gear
11 Avtomir. Test-Drive
12 5 колесо
13 Avtopilot
14 Polnyi Privod 4x4
15 Club 4x4
16 Motorevu
17 OFF-ROAD DRIVE
18 Motoexpert
19 Avtomobili i Tseny
20 Avtomobili
Average issue print run
(share from the leader)
100,0   %
43,0   %
29,0   %
28,3   %
19,2   %
17,9   %
15,6   %
13,1   %
11,6   %
8,1   %
7,9   %
7,6   %
6,6   %
6,3   %
4,9   %
4,5   %
4,4   %
3,9   %
2,8   %
1,9   %
Rating by: ZAO "Konsult-Center" www.konsult-center.ru
Data Acquisition Method: sales results for automotive editions from press ditribution agents.
Period: first half-year of 2014.
Sold print run was defined for each title, sales from different sales agents were aggregated.
Editions were ranked by sold print run in descending order.

8
South
(764,7)
North-West
(672,7)
Central
(2 039,0)
Provlozhsky
(1 219,7)
Ural
(557,1)
Siberian
(675,8) advertising camp alue ain
Far East
(179,2)

9
The magazine consists of three main sections having their own "Table of Contenst" for readers' convenience. The sections are linked by compact articles of different topics with the stamp "In Brief".
PREMIERES - information on new products, presentations of the new models, reportages from automobile shows. Articles on passenger cars, commercial vehicles, trucks as well as component parts.
TESTS - our pride and main competence! They are more tnan simple comparision of cars or examination of components. This is a real competition! The reader not only khows who is the best but gets all the information about a car, tyre, oil or battery.
LIFE - articles on different automotive subjects: economy, safety, service, field experience, history, sport, journeys.
Some issues have a special section PLUS - exclusive articles on a special subject.

10

80   %
68,571   %
57,143   %
45,714   %
34,286   %
22,857   %
11,429   %
0   %
30   %
22,5   %
11
70,1   %
44,4   %
Men
Sex
Za Rulem
Social Status
29   %
29,9   %
32   %
All Population
26,667   %
21,333   %
55,6   %
Women
15   %
18,6   %
7,5
0
%
%
16,7   %
12,2   %
9,4   %
12,9   % 15,3   % 11,3   % managers specialists em plo yees
21,4   %
4,6   %
5,8   % wor kers studen ts
20,8   % 3,1   % 3,3   % pensioners unem plo yed
25,6   %
Age
22,1   %
16   %
14,9   %
10,667   %
18,6   % 18,6   %
5,333   %
0   %
14,8   %
16-24
21,1   %
25-34
17,0   %
35-44
16,7   %
45-54
Education
60   %
51,429   %
42,857   %
34,286   %
25,714   %
54,4   %
17,143   %
8,571   %
0   %
3,1   % 4,1   % 57,2   % incomplete secondary secondary
42,5   %
30,4   %
55+
38,6   % higher

12
40   %
35   %
30   %
25   %
20   %
15   %
10   %
5   %
0   %
19,3   %
23,5   %
A
Income
Za Rulem
36,4   %
34,4   %
B
All Population
18,1   %
12,7   %
C
Share of spendings on food and public utilities in total income of household
45   %
40   %
35   %
30   %
25   %
20   %
15   %
17,8   %
10   %
5   %
0   %
4,5   %
8,5   % 21,5
75% and more 50-75%
%
41,8   %
38,5   %
27,1   %
21,2   %
25-50% 25% and less
"Za Rulem" readers have higher income level and have more disposable funds than in average in Russia.

13

14
Target  audience  reading  other   edi/ons  in  addi/on  to  "Za  Rulem",
232,7  thou.  pers.
Za Rulem 1   366
Top Gear 1   988
Cover  by  "Za  Rulem"
607,5  thou.  pers.
Total  cover  by  Maxim,  Playboy,
Top  Gear,
Men’s  Health,  GQ,  Esquire
580,8  thou.  pers.
Maxim
Men’s Health
Playboy
2
3
893
299
GQ
CPT,  RUR
5   302
8   396
Esquire 12   155
0 2000 4000 6000 8000 10000 12000
• Calcula/ons  are  made  for  target  audience  «Men,  25-­‐50  y.o.,  high  income  levele  (C)",  TNS-­‐Media,  NRS-­‐
Russia,  May-­‐Oct  2014,  placement  of  1/1  page  ad  in  each  мы  в  каждом  издании
• "Za  Rulem"  magazine  ensures  the  largest  cover  and  the  lowest  cost  of  contact  with  well-­‐off  audience   among  all  presented  ediFons.
• Cover  of  target  audience  by  "Za  Rulem"  exceeds  the  aggregated  cover  by  Maxim,  Playboy,  Top  Gear,
Men’s  Health,  GQ,  Esquire.

15
Annual award to the best cars in di ff erent classes by vote of "Za Rulem" readers.
Pretendents are the new models (or renewed modifications) presented on Russian market in corresponding year.
The winner in each class is defined by rank of pretendents in 7 criteria.
Voting method - questionnaires for self fill published in the magazine and electronic voting form on grandprix.zr.ru.
More than 45.000 readers vote (48% print and
52% electronic).

16
Star Race of "Za Rulem" was founded in 1978.
Since then only racers that received personal invitations from Editor-in-Chief of the magazine have participated in the race. These are top Russian pilots: repeated champions of Russia, winners of international events, Honoured Masters of Sports from di ff erent disciplines.
The competitors have an opportunity to reveal the best Russian racer while competing in equal conditions.
The race traditionally has many visitors and wide coverage by Russian mass-media. The event was visited by such stars of world motor sport as
Sébastien Loeb, Alain Prost, Kimi Räikkönen, David
Coulthard.

17
In 2013 "Za Rulem" was the first Russian edition that implemented on aa regular basis the technology of augmented reality.
10 and more articles in each issue include additional content that can be viewed by a reader on a smartphone or a tablet with camera with a special application.
Monthly audience exceeds 6.000 users, supported platforms: iOS и Android .
Additional content includes: video, photo gallery,
360° footage, audio, links.
Proposed expansion of multimedia content: panoramic views, 3D models.
Видео презентация проекта

18
WWW.ZR.RU
- the most popular site among print automotive editions. Since 1998 year.
2.056.676
unique users,
13.708.585
page impressions
(Google Analytics, October 2014 г .)
VERSIONS FOR TABLETS iOS :
- 160.000
active users of the booth;
- above 7.000
downloads of each issue.
Android :
- 13.200
active users of the booth;
- 1.200
downloads of each issue.

19
Prolonged test-drive of endurance and reliabilty of novelties on the
Russian market, carried out since 2005.
According to the regulations of the test the cars are on the track for a fixed time - 5 days by 12 hours a day. The participants keep maximum speed on the high-speed track of Dmitrov training ground. Cars are tested partially loaded (besides the driver there are three water-filled dummies weighting 75 kilos each).
Pit stops for refuel, change of dirivers and unforeseen service.
Duration of a pit stop may not exceed 60 minutes. If a defect is not repaired in an our and the car can not continue the race it is disqualified. List of spare parts and expendables is limited– generator belts, lamps, spark plugs, tyres. During a pit stop it is allowed to eliminate defects not affecting safety and movement speed, refill oil and coolant.
The winner of the marathon is a car that did not require repairs at all or required maintenance of minimum duration.

20
Unusual examination of cars of different construction on their efficiency in accordance with the following formula: «mass multiplied by path and divided by consumed fuel. Implemented for the first time in 2014.
By the mass accepted total weight of the car together with the crew of a driver and three passengers, choosen by the driver at his judgement. Each car was filled with one liter of fuel and should move till full stop.
The results were determined in four groups depending of the engine type (petrol or diesel) and transmission, as well as in overall classification.

21
Advertising rates in 2015,
RUR (VAT 18% not included)
AdverFsing  rates  of  special  posiFons  in  2015,
RUR  (VAT  18%  not  included)
Size, mm Positioning within issue (Sections)
Format Positioning Rate
Format trim bleed Premieres Tests Life, Plus
First page in Contents
Second page in Contents
1 060 000,-
1 000 000,-
Double page 1   330   000,1 110   000,960   000,-
First page in «Topical»
Second page in «Topical»
980 000,-
950 000,-
Third page in «Topical» 940 000,-
1/1
1/2 without other advertising on the same page
1/2 with other advertising on the same page
1/3
207 х 270 217 х 280
207 х 128
104 х 270
207 х 128
104 х 270
207 х 88
75 х 270
217 х 138
114 х 280
217 х 138
114 х 280
217 х 98
85 х 280
880   000,-
590   000,-
450   000,-
540   000,-
750   000,645   000,-
445   000,-
350   000,340   000,-
340   000,-
1/1 page
«Topical» Section
Last page in the main test of the issue(reference to the article on the cover page)
2nd cover
920 000,-
920 000,-
1 430 000,-
3rd cover
4th cover
External gate-folder
(not including technical cost)
Before “Contents”, first
880 000,-
1 930 000,-
1 930 000,-
1 570 000,-
1/4 horizontal
Issue
Expected date of issue
Booking deadline
Copy deadline
207 х 69 217 х 79
Technical cost of implementation of augmented reality in advertising copy
260   000,220   000,-
90 000-
Double page
Before “Contents”, second
Before “Contents”, third
After “Contents”, first
1 520 000,-
1 430 000,-
1 400 000,-
Production Schedule
1/2015 2/2015 3/2015 4/2015 5/2015 6/2015 7/2015 8/2015 9/2015 10/2015 11/2015 12/2015 1/2016
25.12.14
23.01.15
26.02.15
27.03.15
24.04.15
26.05.15
25.06.15
24.07.15
27.08.15
25.09.15
27.10.15
25.11.15
24.12.15
23.11.14
22.12.14
26.01.15
23.02.15
23.03.15
27.04.15
25.05.15
22.06.15
27.07.15
24.08.15
28.09.15
26.10.15
23.11.15
28.11.14
26.12.14
30.01.15
27.02.15
27.03.15
30.04.15
29.05.15
26.06.15
31.07.15
28.08.15
02.10.15
30.10.15
27.11.15

22
«Za  Rulem»  AdverFsing  Bureau
Stepan Kouzmenko kouzmenko@zr.ru Director
Deputy Director
Senior Manager for «Za Rulem» magazine
Segment Coordinator
«Automotive Components»
Alexey Kopotov
Andrey Meleshin
Alexander Mukhin kopotov@zr.ru meleshin@zr.ru moukhine@zr.ru
Oils and Lubricants
Car Manufacturers
Spare parts, equipment
Car Manufacturers
Car Manufacturers, Tyres
Auto-Chemistry, Batteries, Tyres
Non-automotive advertising
Non-automotive advertising www.zr.ru
Senior Managers
Valery Korablin
Konstancia Kubanova
Alexey Kouzmenko
Uliana Kouzmenko
Andrey Meleshin
Svetlana Timoshenko
Yury Udalov
Natalia Firsova
Olga Lavrikova korablin@zr.ru kubanova@zr.ru a.kouzmenko@zr.ru u.kouzmenko@zr.ru meleshin@zr.ru timoshenko@zr.ru udalov@zr.ru firsova@zr.ru lavrikova@zr.ru
72 stroenie 1, Bakuninskaya ulitsa, 105082 Moscow, +7 (495) 363-4727 http://maps.yandex.ru/-/CVvx4Lp6
TERMS AND CONDITIONS OF ADVERTISING PLACEMENT
IN "ZA RULEM" MAGAZINE IN 2015
1. Date of issue is the day of beginning of distribution of the corresponding issue (normally, the ending of the preceding month).
2. Positioning of advertising is subject to availability of free space for advertising in the corresponding range of the issue..
3. The guarantee of booking is a written confirmation from the advertising bureau only.
4. The presented rates do not presume guaranteed placement on the right hand page. Any additional positioning (guarantee for placement on right hand page, positioning in the specified editorial section, consecutive positioning of two or more ads in the issue) is subject to extra charge of
10% to the presented rates..
5. Positioning as the first brand of the specific product category in the corresponding section of the issue is subject to extra charge of 15%.
6. When two or more brands are advertised together and additional brands cover more than 15% of the copy’s area there is an extra charge of 10%.
7. Discounts to the presented rates depend on the number of ads placed within 12 consecutive months:
2-4 ads - 15%
5-8 ads - 25%
9-11 ads - 27%
12 and more - 30%
Advertising Agencies - +10% to the above discounts.
8. Any advertising regardless of its content is to be marked
" Реклама " (Advertising) in accordance with Russian legislation..
9. Any text in foreign language contained in advertising is to be translated into Russian (excluding registered trademarks) in accordance with
Russian legislation.
10. Cost of non-standard advertising is provided upon request.