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. Last Updated: 07/27/2016

Yes! Celebrates First Anniversary




Yes! magazine celebrated its one-year anniversary Tuesday with a party on a bridge over the Moscow River.


The first issue of Yes!, a glossy lifestyle magazine printed in Russia, was published in September 1998 by Independent Media, the parent company of The Moscow Times. The magazine is aimed at young girls and women between the ages of 16 and 24.


The magazine's launch came just days after the Aug. 17 ruble devaluation and treasury-bill default. But even though financial markets were spinning out of control and imports disappearing from store shelves, all 50,000 copies of the magazine sold out in three days, Yes! publisher and editor Igor Shein said.


"Yes! is a completely new magazine, this sort of publication has never existed before. Despite the [August financial] crisis we are still growing, and I am very exited about that," Shein told an audience of about 250 chosen advertisers in Yes! "Not only girls read our magazine, but boys too, because they want to know about what girls are interested in."


Yes! today has a circulation of about 70,000, Shein said. He said a Gallup poll taken in March and April showed the magazine was the most popular publication among Russian teenagers.


Cameloth, a company that sells shoes aimed at young people, advertises in Yes! to reach those teens, said Viktor Tarasov, Cameloth's advertising manager. He said nearly every teen to walk into one of their two Moscow stores learned of the stores from Yes! ads.