Russia's Vanity Fair

A perfect example of a successful, homegrown Russian magazine is Karavan Istory (“Caravan of Stories”), launched in March 1998 by Sem Dney publishers. Some Russian experts have called the title “Russia’s response to Vanity Fair,” but of course, Karavan has its own style and distinctiveness.

Karavan Istory focuses on historical gossip, on eye-opening secrets about famous Russian celebrities. Karavan unearths “lost” movie stars, old best supporting actors or former Soviet actresses now living on a tiny pension, but who have breathtaking stories to tell. It is not “dirty” gossip, and the magazine seems to have an uncanny instinct about which gossip to tell, about whom, and when.

Gala magazine’s Yulia Vasilieva (see box, opposite) admits that Karavan’s publishers “are great at finding the people who are ready to tell these stories, and do it so discreetly that one must pay them their due.”

The magazine’s covers are also noteworthy for their creativity. For example, the magazine might dress well-known stars up like historical characters from famous paintings. Then, inside the magazine, present a photo essay on the same theme with the same stars in different poses.

Through advertising and circulation growth, the homegrown Karavan has tripled the page count in its magazine since its launch four years ago. The title boasts a broad age and income audience, being equally popular with older readers, nostalgic for bygone days and younger readers seeking to find out more about a past they missed.