The document summarizes the Russia Beyond the Headlines project run by Rossiyskaya Gazeta, which publishes monthly supplements about Russia in major global newspapers and their websites. The project aims to provide an unbiased perspective on Russian events and promote Russian initiatives, exports, and culture internationally. It has partnerships with 11 leading newspapers and reaches over 3.7 million readers monthly across print and digital editions. Partner feedback indicates the supplements provide valuable new information on Russia.

1. Monthly supplements in leading world media « Russia Beyond the Headlines » published by Rossiyskaya Gazeta

3. Partners Overall circulation of the supplements: about 3 700 000 copies

4. Target Audience using the circulation example of the Washington Post (U.S.) EXECUTIVE BRANCH The White House Sector agencies and departments LEGISLATIVE BRANCH Congress members, consultants, lobbyists JUDICIAL BRANCH Supreme Court and other courts MEDI А ( American and global news agencies, newspapers, magazines, TV and radio companies ) INTERNATIONAL BUSINESS COMMUNITY Multinational corporations, major international companies, the World Bank, the IMF, etc. PUBLIC ORGANIZATIONS, FUNDS AND CULTURAL CENTRES PROFESSIONAL LOBBYISTS, PR/GR AGENCIES, LAWYERS, ETC. EXPERTS, ANALYSTS AND ACADEMIC AND COMMUNITY FOREIGN EMBASSIES, OFFICES AND TRADE MISSIONS

5. Design corresponds to modern world newspapers

7. Digital Edition (e-paper) www.rbth.ru/e-paper The possibility of “flipping through the online supplement” as published in the newspaper The possibility of adding multimedia content: video, audio and photo files, presentations, etc . Online advertising in additional columns with links to other websites

10. Our newsmakers

11. Professional Feedback Sergei Lavrov, Minister of Foreign Affairs of the Russian Federation: “ The main goal of the project is to help the international community move beyond the conventional perception of Russia and to offer a fresh look at a country, which is changing to meet global challenges but preserving its own traditions and identity”. Alexander Dogadin, Russian Ambassador to Argentina : "The publication of Russia Today as an insert in Clarin will promote mutual understanding between our nations and help us to better understand each other... Now Argentines will have an additional channel through which to receive reliable and objective information firsthand, rather than from an intermediary. This insert will give readers a new perspective on events unfolding in Russia." Katharine Weymouth, Washington Post Publisher : “ We are pleased with the Russian supplement, and we believe that it enables our readers to get an inside view of Russia. Incidentally, this has been confirmed by our readers’ feedbacks”. Nikolay Malinov, Publisher of Bulgarian newspaper Duma The Russian supplement in our newspaper has given the opportunity to our readers to have a new serious and proffessional approach to modern Russia. This media project is really interesting for our readers an we consider that we have managed to offer them a supplement with good quality.

12. Feedback of “Russia Now” (UK) readers “ I liked the fact that it gives a different perspective of Russian affairs via a trusted source” “ Anything of information about Russia is of value” “ I thought it was very informative” Base: Read Supplement Partners’ research results

13. Partners’ research results Interest and attitude to Russia among “Russia Now” readers

14. Partners’ research results 71% Regular readers of Le Figaro read or went through the Russian supplement La Russie d'Aujourd'hui 728 readers of Le Figaro were questioned about the Russian supplement, among which 374 readers a professional activity

15. Partners’ research results The themes having most held the attention of French readers are the economy and the culture With the readers, the supplement played a role of conviction not only on the necessity of French-Russian quality relations, but especially on the direct economic opportunities with Russia - in particular for the business managers. 77% 74% 73% 75% 77% 73% 80% 88% 38% 29% 33% 32% 36% 26% 42% 49% First page Economy Transport Energy Regions Debates et Opinion Perspectives Culture Saw or read Read

16. Premier Partner Event Premier Partner Event was held on 27-28 May 2010 in Moscow. The theme of the conference focused on multilingual editing of the newspaper’s supplements published by Rossiyskaya Gazeta as part of the Russia Beyond the Headlines project. Representatives of 11 world foreign newspapers took part in the conference: The Washington Post (USA), The Daily Telegraph (UK), The Times of India (India), The Economic Times (India), Le Figaro (France), La Repubblica (Italy), Clarin (Argentina), Jornal do Brasil (Brazil), Duma (Bulgaria), Süddeutsche Zeitung (Germany), Nikkei (Japan). Three conference workshops addressed the following subjects: 1. content creation and management; 2. marketing, audience surveys and organising additional events (panel surveys, conferences, round-tables, exhibitions etc); 3. potential for publishing Russian content in digital and online formats on partner Web-sites in 2010-2011.

17. Partners’ feedback Toby Moore, International and magazine director, Telegraph Media Group (UK) “ Very well organized. Incredibly hospitable. It was good to meet other partners and share experiences relating to the Project. The hotel was excellent and I like the idea of hosting the event at the Rossiyskaya Gazetta Office. This provides a good personal touch” Manfred Witteman, Senior Consultant, Woodwing (The Netherlands) “ I was truly impressed by the professional approach and the selection of guests and speakers. I hope it will become an annual event, not only for the benefit of RbtH, but also for a better mutual understanding of Russian and Western press” Philippe Hertzberg, Director International, The New York Syndicate (USA) “ The event was overall very interesting and inspiring. It was very useful to better understand the scope of the project and interactions between RBTH’s team and each partner. Meeting with all partners and members of RBTH, and understanding their respective roles and contributions, will definitely help with the implementation of the next phases of the project with Clarin, La Repubblica and El Pais. Last but not least, having the founding partners Washington Post, Telegraph and even Economic Times, present their experiences (in print and online), was key to better understand the next steps for us (survey and microsite)” Kotaro Shiba, Sales manager, Nikkei (Japan) “ It was great opportunity to understand more "Russia beyond the Headline" and to feel some possibilities to work with other publishers through this project in the future. It would be very exciting that this project will run with the Nikkei next year. I wish you and your team will make great success this year, too.”

18. Russia’s example

19. Plans for 2011-2012

20. Contact Eugene Abov Director of International Projects, Deputy CEO of Rossiyskaya Gazeta Tel.: +7 (495) 775 3114 Fax: +7 (495) 988 9213 Email: [email_address] Julia Golikova Deputy Director Tel.: +7 (495) 775 3114 Email: [email_address]