the audience of the websites of Voice and Rules of Life magazines has grown after rebranding – Kommersant

In 2023, the audience of the sites of the glossy magazines Voice (formerly Cosmopolitan), The Symbol (Harper’s Bazaar) and Rules of Life (Esquire) grew after rebranding caused by the departure of Western publishing houses, according to Mediascope calculations conducted upon request RBC.

According to Mediascope, the audience of the magazine Voice, which until February 2022 was published under the Cosmopolitan brand under license from the American publishing trust Hearst, has grown the most. If in February 2022 the number of people over 12 years old who visited the Cosmopolitan website at least once reached 3.9 million, then by the end of September 2023 this figure for the Voice website was already 5.3 million, the publication reports. The average monthly audience of Voice in the first nine months of this year was 6 million people.

According to Mediascope estimates, in September 2023, the audience of The Symbol magazine website was 1 million people. Before the rebranding, based on the results of February 2022, 372.8 thousand people visited the Harper’s Bazaar website, RBC reports. The average monthly audience for the period from January to September of this year for The Symbol is 786 thousand people.

The audience of the former Esquire website, which was renamed “Rules of Life,” amounted to 984.3 thousand people at the end of September 2023. In February 2022, 827 thousand Internet users visited the Russian Esquire website, Mediascope reports.

At the same time, after the rebranding, the audience of TechInsider magazines (formerly Popular Mechanics) decreased – from 3.4 million in February 2022 to 2.9 million in September 2023; “New Hearth” (formerly “Domashny Ochag”) – from 2 million to 1.9 million; Men Today (formerly Men’s Health) – from 1.7 million to 514 thousand. According to Mediascope estimates, a decrease in audience also occurred among magazines that managed to maintain an international brand – Grazia (from 1.3 million to 926 thousand) and Marie Claire (from 2.5 million to 1.9 million).

After the outbreak of the military conflict between Russia and Ukraine, international publishing houses began to leave the Russian Federation. In April 2022, activities in Russia stopped publishing house Conde Nast, which publishes Vogue, GQ, Glamor and Tatler.

Last March, Hearst announced on the termination of licensing agreements with the Russian branches of Esquire, Elle, Cosmopolitan, Men’s Health, Elle and Harper’s Bazaar magazines. Hearst also left the Russian business Hearst Shkulev Media, its share was bought by Viktor Shkulev.

Erdni Kagaltynov