Presentation by Alyona Shagina of Independent media on the IMSM internet projects for the Dutch Delegation of the Digital Perestroika 2.0 Business Trip organized by Coincide & Marketingfacts. June 18, 2009.

1. IMSM INTERNET STRATEGY

2. RUSSIAN INTERNET MARKET OVERVIEW
► Internet penetration rate in Russia by monthly reach: 46% (27.4 mln people*), in Moscow – 61% (5.8
mln people*)
► Russian Internet audience profile: men (52.3%), women (47.7%), younger than 44 years old (83%), high
income (69%), employed (51%), with family (85%)
► Core target audience: men and women, 18-34 years old with high income
► Time spending on Internet among Internet users: ~2 hours a day (newspapers and magazines ~0.5 hour,
TV ~3.9 hours)
► The most popular place to go online: at home or at work
► Main connection type: broadband
► Internet access rate: 7000 kb/s in Moscow and St. Petersburg, 1024 kb/s or less in regions
► Internet access through a mobile phone: 27% of Russian Internet users (7.4 mln people)
► Internet ad market in 2008: 7.5 bln RUR (~206 mln EUR)
► Internet ad market share: 2.8% (the smallest share of the total ad market) with the highest rate of growth in
revenue among other media (+32% vs. 2007; +341% vs. 2005; +1150% vs. 2003)
► Internet ad market top ad categories: Auto, FMCG, Telecommunications
► Crisis influence on ad revenue in Internet: by experts’ estimations Internet and TV will be the least affected
media segments
► 2009 Internet ad market estimations: 0-20% growth (-15% - TV, -30% - Outdoor, -40% - Print and Radio)
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*population 12-54

3. 2008 INTERNET AD MARKET AND 2009 PERSPECTIVES
8,9%
2008 MARKET VOLUME 2009 MARKET VOLUME
14,7 bln. RUB 16 bln. RUB
-2% Display ads
Display ads
4,78 bln. RUB 4,6 bln. RUB
Special Projects 66% Special Projects
1,02 bln. RUB 1,7 bln. RUB
Context 9%
Context
8,9 bln. RUB 9,7 bln. RUB
INTERNET* AD MARKET DYNAMICS INTERNET* AD MARKET SHARE
Radio Internet* Others
7.5 2.8% 1.3%
Outdoor 5.3%
RUR, bln
TV
5.8 17.2% 51.7%
2.9
1.7
1.0
0.6
Print
2003 2004 2005 2006 2007 2008 21.7%
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4. RUSSIAN INTERNET CRITERIORS DYNAMICS
RUSSIAN INTERNET RUSSIAN INTERNET
PENETRATION GROWTH PER YEAR AUDIENCE STRUCTURE
70 5% 7%
Russia 100 000+ top managers, 9%
65 62 Men 12-17 (co-) owners 14%
60 22%
Moscow 27% 11%
60 specialists
56 Men 18-34 10% 17%
St.Petersburg
55 52
white-collar
50 25% 16% workers 12%
Men 35-54 22%
45
45 5% 7% blue-collar
41 15%
workers
40 37 Women 12-17 13%
35 students
22% 6%
35 29% 25%
Women 18-34 housewives,
30
young mothers 27%
21% 8%
25 Women 35-54
15% others 7%
20 All population Internet audience All population Internet
Jan '06 Apr '06 Apr '07 Apr '08 Apr '09 (12-54) 12-54 audience 12-54
% of AUDIENCE GROWTH in 2008
Internet activity in Dec
Mln. people Russians
2008
aged 18+
Monthly audience +16%
…At least once per month 23.5 42%
…At least once per week 20.4 36% Weekly audience +20%
…Daily 15.4 28%
Daily audience +25%
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Source: TNS Russia, Web Index (12-54), April 2009 *only display advertising

5. INTERNET MAIN AD CATEGORIES, %
JAN-JUNE 2007 JAN-JUNE 2008
Household Real estate Insurance
appliances 2% 2% Tourism Entertainme Real estate Insurance
nt & Media 2% 2% Tourism
4% 2%
Auto 5% 2% Auto
Others
Entertainment (producers+de (producers+
5%
& Media alers) dealers)
5% 25% Household 24%
appliances
Retail 6%
6%
IT &
IT & computers Telecommunica computers FMCG
8% tions 6% 20%
Others FMCG 13% Finance & Telecommuni
Finance & Retail banking cations
10% 12%
banking 7% 10% 11%
11%
Auto, Telecommunications and FMCG are the biggest Internet advertisers
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Source: MindShare INTERACTION Monitoring

6. RUSSIAN INTERNET SITES,
CUMULATIVE AUDIENCE BY THEMATIC GROUPS
Number of projects
in measurement
Blogs and social
nets
19.6 mln people 91% 13
Mail services 19.0 mln people 88% 3 SERVICE
SITES
Search 19.0 mln people 88% 10
Informational
Vedomosti, TMT projects
14.7 mln people 68% 27
Foto/ audio / video
IMWeb services
14.5 mln people 67% 12
Webpark Leisure projects 9.2 mln people 43% 11
CONTENT
Entertaining
RevenueShare Program projects
8.0 mln people 37% 16 SITES
Price Comparison Market projects 7.8 mln people 37% 5
Cosmo, Ameno, Bazaar, etc. Women's projects 7.2 mln people 33% 11
Auto & men
Men’s Health, PopMech, etc. projects
6.6 mln people 31% 9
Dating services 6.0 mln people 28% 5
E-cards 5.6 mln people 28% 2
THEME
CONTENT
RB.ru - proffesional network Job 25% 5
5.4mln ppeople
SITES
Postings
3
4.3mln 20%
ppeople
Source: TNS Russia, Web Index (12-54), February 2009 6
Russia, monthly audience

7. IMSM INTERNET PROJECTS OVERVIEW
WOMEN SITES MEN SITES
Unique visitors per month 1 372 866 Unique visitors per month 1 132 911
Pageviews 28 617 847 Pageviews 8 093 090
Unique visitors per month 328 774
Unique visitors per month 507 627 Pageviews 2 023 955
Pageviews 2 234 733
Unique visitors per month 173 066 Unique visitors per month 404 989
Pageviews 1 100 275 Pageviews 2 119 676
Unique visitors per month 8 296
Unique visitors per month 29 856 Pageviews 22 637
Pageviews 97 797
Unique visitors per month 2 188 454
Unique visitors per month n/a
Pageviews 14 216 502
Pageviews n/a
Unique visitors per month 24 692
Unique visitors per month n/a
Pageviews 295 285
Pageviews n/a
Unique visitors per month 1 816 841
Unique visitors per month 44 679
Pageviews 15 323 194
Pageviews 275 195
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Source: TNS Russia, Web Index (12-54), February 2009, Google Analytics, www.li.ru

8. IMSM WOMEN SITES MARKET POSITIONS
GENERAL INTEREST SITES LUXURY & FASHION SITES
Site Unique visitors per month
Lady.mail.ru 4,079,865
Site Unique visitors per month
Kleo.ru 3,493,779
Passion.ru 3,048,777 Fashiontime.ru (@) 579,628
Wday.ru 1,302,705
Fashionstreet.ru (@) 246,538
Myjane.ru 1,118,062
Eva.ru 1,054,190 Fashiony.ru (@) 154,093
507,627
The Fashion Time Magazine (@) 33,893
Vogue.ru 31,840
LIFESTYLE SITES
Site Unique visitors per month Fashionpeople.ru (@) 28,461
Womanjournal.ru 3,863,504 27,135
Woman.ru 1,988,917
LeLuxe.ru 24,024
1,372,866
Lifestar.ru (@) 16,149
Glomu.ru 1,288,212
Tata.ru 817,721
Elle.ru 709,461
Superstyle.ru 426,841
Glamour.ru 395,965
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Source: TNS Russia, Web Index (12-54), February 2009; www.li.ru. Rambler Top100

9. IMSM MEN SITES MARKET POSITIONS
NEWS SITES LIFESTYLE & ENTERTAINMENT SITES
Site Unique visitors per month Site Unique visitors per month
Vzglyad.ru NMS (@) 5,393,471
1,132,911
Gazeta.ru 3,331,575
Maximonline.ru 1,110,538
2,413,688
404,989
Kommersant.ru 2,343,283
Izvestia.ru 2,223,878 328,774
Expert.ru 2,062,187 GQ.ru 120,037
Gzt.ru 1,033,428
823,200
PROFESSIONAL COMMUNITIES
Site Unique visitors per month
1,816,841
Sostav.ru 503,905
E-xecutive.ru 328,001
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Source: TNS Russia, Web Index (12-54), February 2009, www.li.ru, Rambler Top100

10. USED TECHNOLOGIES
Server Side Ad Banner System -
(UNIX/mySQL/PHP) ADRIVER (local)
Content Management
System CMS -
Bitrix (local)
Context AD System -
Google AdSense
Video Content System -
ClipShare
Statistics
Quantity (Google Analytics)
Quality (TNS Gallup)
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11. TRAFFIC GROWTH SCHEME
1. SEO + SEA optimization
2. Audience cross-exchange system
3. Use magazines to attract target audience
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12. AUDIENCE CROSS-EXCHANGE SYSTEM
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13. CROSS-PROMOTION
3. EDITORIAL CONTENT
1. SITE PAGE IN MAGAZINE 2. INTEGRATION INTO ADs
DEVELOPMENT
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14. MONETIZATION SCHEME
1. DISPLAY ADS
2. SPECIAL PROJECTS
4. USER PAYMENTS
4. REVENUE SHARE
PROJECTS 3. CONTEXT ADS
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15. PROJECT LINE
+ +
WEB WAP Video Channel
+ + +
Magazine TV Books
+ +
Zinio
iPhone iRadio
e-subscription
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16. SYNDICATION PROJECTS EXAMPLES
BLEND-A-MED cross-
media project
(online+print magazine)
Covered 7.8 mln. people
Lasted 11 weeks
Involved 2000 participants
Magazine Online
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17. SYNDICATION PROJECTS EXAMPLES
Volvo C30 cross-media project
(online+print magazine+tv+outdoor)
Covered 25 mln people
Lasted 6 weeks
Involved 5253 participants
Magazine
Online
Outdoor
Magazine 17

18. SYNDICATION PROJECTS EXAMPLES
Nokia 5800 Romantic
Playlist cross-media
project
(cosmo.ru+mhealth.ru+syndication with
print magazines)
Covered -9.35 mln. people
Lasted 5 weeks
Involved 1978 participants
Online
Magazine
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19. THANK YOU FOR YOUR
ATTENTION
Shagina Alyona
Internet Projects Publisher IMSM
a.shagina@imedia.ru
232-32-00 ext. 3179
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