Derk Sauer: "We need to change and improve all the time"
General director of Independent Media summarizes results for 2004 and talks about the company's plans for the next year.
"Vestnik IM": How would you summarize the main results for year 2004?
Derk Sauer: Independent Media had a good year. Circulations of most of our titles has gone up, reflecting that readers like our publications. We also launched several new projects. Advertising sales were also strong, in line with the growth of the economy. Overall we managed to strengthen our position on the market.
"VIM": On November 17, IM announced that the company bought out its shares from Prof-Media. How will the deal impact IM's market policy?
D.S.: Our purchase will have no impact on our market policy. Both Profmedia and ourselves had ideas for closer cooperation between our respective businesses, but this did not quite work out, so it was best to part ways and we did this on the best of terms.
"VIM": In 2004, IM magazines' (Cosmopolitan, Yes! п Fabrika zvyozd) circulation significantly increased, although the number of new competitive titles keeps growing. How has IM achieved such results?
D.S.: The success of Cosmo and Fabrika is a big compliment for our editorial teams. They know their audiences and understand what the reader wants. Of course we're very proud that Cosmo made it into the Guinness Book of Records.
But Yes Fabrika! is also a great story.
"VIM": Today, the regions' economic potential attracts all key players in the publishing market. What is IM's current regional policy?
D.S.: We've always focused on the regions and this is where most of our growth comes from. With Cosmo and Vedomosti we have many regional editions and supplements, so we do not only focus on distribution but also support our efforts with editorial information. This is very important for the regions.
"VIM": Has IM entered any new niches?
D.S.: With ProSport we entered the sports niche. It's still small, but we expect sports to become very important again for a Russian male audience.
"VIM": Last year, you marked B2B publishing as a very prospective business. How is this being developed by IM?
D.S.: We have launched one more title this year - Food Business, and are shortly launching the second new edition - Construction Business. Together with AgroBusiness, we already have a nice portfolio, but we plan to develop the b2b business further. It's really perspective and also very important for Russia.
"VIM": Robb Report is one of the year's most remarkable launches. How will the luxury lifestyle niche be developed next year?
D.S.: In March we will launch the Russian edition of Esquire. Esquire is one of the oldest and most famous men's titles in the world. It's very upscale and fashion oriented.
In September 05 we will organize a very special event in Moscow: 'Millionaire Fair' This spectacular event will bring together all the best things life has to offer in an amazing setting.
"VIM": What are IM's other plans for next year?
D.S.: We have so many plans, but at the same time we focus on growing our existing business, and improving our titles were needed. Publishing is a very dynamic business and you can never be satisfied with what has been achieved, because tomorrow everything is different. Therefore we need to change and improve all the time.
"VIM": What would you wish to IM partners in the New year?
D.S.: Of course peace, happiness and good health. In the heat of our work we very often forget that in life there are more important things than success or money.
"Vestnik IM": How would you summarize the main results for year 2004?
Derk Sauer: Independent Media had a good year. Circulations of most of our titles has gone up, reflecting that readers like our publications. We also launched several new projects. Advertising sales were also strong, in line with the growth of the economy. Overall we managed to strengthen our position on the market.
"VIM": On November 17, IM announced that the company bought out its shares from Prof-Media. How will the deal impact IM's market policy?
D.S.: Our purchase will have no impact on our market policy. Both Profmedia and ourselves had ideas for closer cooperation between our respective businesses, but this did not quite work out, so it was best to part ways and we did this on the best of terms.
"VIM": In 2004, IM magazines' (Cosmopolitan, Yes! п Fabrika zvyozd) circulation significantly increased, although the number of new competitive titles keeps growing. How has IM achieved such results?
D.S.: The success of Cosmo and Fabrika is a big compliment for our editorial teams. They know their audiences and understand what the reader wants. Of course we're very proud that Cosmo made it into the Guinness Book of Records.
But Yes Fabrika! is also a great story.
"VIM": Today, the regions' economic potential attracts all key players in the publishing market. What is IM's current regional policy?
D.S.: We've always focused on the regions and this is where most of our growth comes from. With Cosmo and Vedomosti we have many regional editions and supplements, so we do not only focus on distribution but also support our efforts with editorial information. This is very important for the regions.
"VIM": Has IM entered any new niches?
D.S.: With ProSport we entered the sports niche. It's still small, but we expect sports to become very important again for a Russian male audience.
"VIM": Last year, you marked B2B publishing as a very prospective business. How is this being developed by IM?
D.S.: We have launched one more title this year - Food Business, and are shortly launching the second new edition - Construction Business. Together with AgroBusiness, we already have a nice portfolio, but we plan to develop the b2b business further. It's really perspective and also very important for Russia.
"VIM": Robb Report is one of the year's most remarkable launches. How will the luxury lifestyle niche be developed next year?
D.S.: In March we will launch the Russian edition of Esquire. Esquire is one of the oldest and most famous men's titles in the world. It's very upscale and fashion oriented.
In September 05 we will organize a very special event in Moscow: 'Millionaire Fair' This spectacular event will bring together all the best things life has to offer in an amazing setting.
"VIM": What are IM's other plans for next year?
D.S.: We have so many plans, but at the same time we focus on growing our existing business, and improving our titles were needed. Publishing is a very dynamic business and you can never be satisfied with what has been achieved, because tomorrow everything is different. Therefore we need to change and improve all the time.
"VIM": What would you wish to IM partners in the New year?
D.S.: Of course peace, happiness and good health. In the heat of our work we very often forget that in life there are more important things than success or money.
