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BEST PUBLICATIONS
"Forbes", ¹ 7/2005
«The elite personnel», ¹ 35, 2004
"Profil - Privolzhe", ¹
25, 2004
"The Advertising Industry", ¹
4, 2003
"Career Formula", ¹
2 2003
"The Advertising Industry", ¹17, 2002
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My
business is intellectual one
It has turned out, that almost all fellow students of our
today's visitor occupies high position in domestic politicians and
financial structures, but almost none of them have business raised
by own hands. To have your business, raised by own hands is incomparable
pleasure, completely other level of self-realization – says the
general director and the owner of "Maximov Publications"
Andrei Maximov.
Andrei Maximov, who is 47 years now, was born in Arkhangelsk, graduated
from The Moscow State University, faculty of economy, worked in
The Institute of Oriental studies, read lectures on economy of Russia
in Japan and Taiwan. In 1991 he created his first publishing project
- "SBIB - Soviet Business Intelligence Bulletin" digest.
In 1994 he established a new company "Maximov Publications",
specializing in production of series of 22 Russian-English business-directories
with contact information on different areas of Russian state and
economy. Andrei is married, has 3 children…
Your company name is “Maximov Publications”. Giving
your own name to your business is not as arrogant, as a courageous
step. What if the project could fail?
- The idea was not mine. This project is a symbiosis of the Russian
traditions and the international publishing experience of The Maxwells
brothers. In 1994 I could hardly understand what was a “brand” and
why people named their business after themselves and then promoted
it. To name the project after me was Maxwells’ idea. I then did
not feel any responsibility for that. But now I understand, that
from one hand, it was a necessary, from another, a serious step.
The quantity of surnames-brands which has appeared in the market
today proves that decision was right. We now enter that stage of
market development when people name the products after their own
name and are proud of it.
There is an interesting fact I didn’t know about at the moment when
we were launching the business. Russia has the biggest historical
experience of the creation of directories on the state authorities:
the first address-calendar of court officials has been released
in the 18th century, by the "Suvoryn Company". While in
England the same directory on Great Britain parliament has appeared
only in 100 years.
You are an orientalist. Why have you decided
to do a publishing business, moreover, have chosen such labour-consuming
direction as directories?
Career of the orientalist at that moment did not portend anything
good and interesting, it was necessary to search for other opportunities
for self-realization. This project was preceded with five years'
experience of the publication of a monthly English digest of all
mass media in The USSR. It has gone bankrupt, but we took the idea
of directories on the government from that project. We initially
planed a large system project, but we did not expect, that it would
become so long.
There are so many directories in the market today…
How do you manage with such level of a competition?
The market of a reference media is very big and very profitable.
This business makes tens millions dollars in Western countries.
But there is few steps to do to survive in the market. First of
all it is necessary to define your own niche. That is what we’ve
made from the very beginning; we have chosen such audiences that
communicate among themselves - the state sector and commercial structures.
We provide them with all necessary contacts. Such information is
expensive but only if it is absolutely authentic. From the very
beginning our basic investments have been made into quality and
reliability of the information. The third, we have created a format
and design recognized. And the fourth, we constantly promote our
product. Plus all our production is bi-lingual.
But in fact the format, design, marketing actions is
what your competitors can repeat after you …
That’s what they do. They copy everything, I even have a collection
of such books. But I am not afraid of duplication, first, we have
enormous volume of reliable information, second, we are already
known in business environment, and we have communication system
worked out. Certainly, I do not think, that we are absolutely impregnable.
Only western publishing monsters if they would seriously decide
to enter our market can represent real threat for us. They have
absolutely different technologies of work and volumes of capital
investments.
It means that your potential competitors are Western publishing
giants. But your company even visually does not look similar to
the publishing market monster.
You are right. Our company has grown on an empty place, only due
to founders’ enthusiasm. Everything was done in a debt, nobody stood
for us. The majority of modern publishing houses already had their
structure or serious monetary injections made into them. We started
in non heated room of the triangular form where three of us together
collecting all the information, doing all the work. We succeeded
only due to originality of ideas and enthusiasm. Certainly, you
will not survive only on ideas and enthusiasm any more. We have
a modern technological base, a strong command, but we are still
far away from becoming a publishing monster, different amounts of
money are necessary for this purpose. But the absence of serious
monetary investments is our force: absolutely anybody, except the
market, cannot “block oxygen” to us, besides it forces us to be
constantly in a tone, not to lose enthusiasm.
But the moment when your personal enthusiasm will run
low, the weariness, the feeling of devastation will appear, can
come some day? Will it become the beginning of the end of the company?
Such ideas constantly visit me. Though I’m a cheerful person, like
sports a lot, I can run into a short-term depression from time to
time. Therefore now we have a process of transition from family
company to the modern company where everything is built not only
on "charismatic" but also technological attitudes.
We create new information system which will allow to remove the
human factor. Last two years we began to employ professionals on
directions. In fact there was no expert in publishing in the company.
All management of the company is orientalists: the marketing director
specializes in Japan, the head of design department –in Arabian.
Only once we had a professional editor. To tell the truth, in some
cases absence of profile education even helps, for example, I have
noticed, that our sales manager with psychological education succeed
in sales more than others. But reorganization is still necessary.
It is important to understand, that during its growth the "family"
company is doomed for dying or for basic changes.
Where do you take strength from for the continuation
of business?
Main source are new ideas, they always give force, a pulse. Besides
I have three children, the youngest one is only 15 months. When
I come home, all of them hang on me and the weariness is instantly
removed. And, at last, sports. At least, it is tennis every morning.
Are you the only source of new ideas?
No. I’m not the one, the company’s brain centre consist of several
adherents. Our ideas are born from supervision over the market and
conversations. Two-three times a week after work we go to a bar
just to chat. Never and nowhere else one gets as much good ideas
as with a mug of beer. Certainly, there is also a weight of dust
ideas, but a good idea can suddenly appear and block all unsuccessfulones.
How do you define, that exactly this idea will work?
I share the ideas with my friends from various spheres of business
and listen to their opinions. And then an internal pulse appears
a spark and then concrete work - drawing up of the business-plan,
the profitability calculation - begins. Intuition is not the only
thing that matters, it’s also important to think over the arrangement
of forces; sometimes it is necessary to be able to stop yourself
in time not to get involved in too complex projects.
Have you ever thought of writing the book about bringing
up a profitable business from the idea? Such products are very popular
now.
From time to time I want to do it. When I was the orientalist, I
wrote much, and I’m quite good at it. But there is no sufficient
motivation to waste time on "literary trash" right now.
May be later when I’am tired of all I’m doing now.
Having such experience, aren’t you temptated to try
something else, to launch new business?
Sometimes I think about it. But all ideas directed on development
of current business. For example, now I’m thinking of the databases
constructed on Lego principle, about sale of the multistage information.
The age does not allow to start a new business. Besides in the beginning
of 90th I was engaged in different kinds of business: tourism, trade.
That was not too successful projects. Gradually I have come to a
conclusion that I can be engaged only in intellectual business,
publishing or something related. I will hardly manage with different
kinds of business.
Don’t you think that the absence of Management Education
will cost the company some difficulties?
I think, Economic Education is quite enough for me to manage the
company. From my point of view, the main problem of the Russian
business will be, that the great bulk of hired employees are "halfworkers",
they never finish anything, work for the sake of process, instead
of result.
This is the basic brake for the company’s development. I’m actively
struggling with it. For example, the majority of employees make
their monthly plan themselves. In this case it becomes simply senseless
to do nothing on a workplace. The plan should be fulfilled, at any
time, doesn’t matter when even on the days off. The main criterion
is a result, that’s what we pay. It’s very effective.
While your book is not written yet, share with us a
secret of your success?
Depends on what you understand under success. If you a creation
of business with your own efforts the first that matters is an idea.
The second - persistence, the third - readiness for routine, doing
the same things day by day. Business is a huge volume of "soil"
which needs to be overturned. If a person is not ready to do that,
nothing will turn out of it. The position of these three components
can be interchanged: very bright people due to ideas can sometimes
refuse a routine.
And one more important point, should be an internal spark. Only
3-5 % of people have it. There is something inside of me that always
forces me to want to vary, do something new.
Oksana Krilova
«The elite personnel», ¹ 35, 2004
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THE DISTRICT MIRROR
Andrey Maximov, "Maximov Publications", general
director believes that Volga River Region is one of the leading
federal areas in formation process of new economic space of Russia.
For this reason "State & Business in Volga River Region" is the
first directory to be released in new "Maximov Publications" regional
series.
- Andrey Aleksandrovich, is directories publishing
a priority direction of your business?
- Directories are still main company's income. 55 % of incomes are
books sales, 25 % - advertising and customization, target circulation
and other marketing projects are the rest 20%. These directories
are unique. Besides full and reliable contact data on government
bodies, industrial groups, holdings, companies, organizations, companies'
structure is shown in detail (all heads of first and fourth level
and their functions). Such information gives an opportunity to find
the person you need in a moment. These books are not for mass audience.
Our directories cost from 3 up to 6 thousand rubles. We sell not
more than 1 % of our directories in the largest Moscow book shops.
We have two basic sale channels. The first one is direct-mail, when
we distribute books on own databases. The second channel is various
sponsors who realize their marketing goals trough target circulation
of our editions. For example, Hewlett Packard has just presented
on its behalf our new directory "The State Duma of the Russian Federation"
to all deputies, or "Irkutskenergo" which celebrates its fiftieth
anniversary this year is going to present "Fuel & Energy in Russia"
to its VIP-guests.
- Why "State and Business in Volga River Region"
directory is the first in regional series?
- Conceptual decision to launch new regional project was made half
a year ago. In our opinion we have already covered all roughly developing
market segments at a federal level. Economy growth points, financial
streams now appear in regions. The decision on regional directories
release is strategic for us. Why have we chosen Volga River Region
first? There is a process of new economic and information  space
formation in the country. This process is accompanied with new organizational
structures appearance which manages the process. Volga River Region
is the trend leader. It was a pleasant surprise for me to hear at
Sergey Kirienko's press conference on June, 10, that Council of
Speakers of the Region Districts Duma, Governors Finance Assistants
Council and other new district structures operates in Volga River
Region. Such kind of information is necessary to authorities and
businessmen. We have started to cooperate with the Representative
Office of the President of the RF in Volga River Region half a year
ago. Press-secretary Sergey Novikov and the press-service provided
a serious encouragement to us. I'd like to emphasize that we hadn't
receive any financial help as the company itself finances all its
projects. Sergey Kirienko's support, geographically and economically
powerful, dynamically developing region and, the most important,
region informational need of such directory were our main reasons
to launch the Volga River Region project. However we have also started
preparation of Northwest and Central Regions projects. We plan to
release the "Volga River Region" directory in February 2005, "Northwest
Region" - in April, and the "State and Business in Central Region"
directory in the second part of 2005.
- How full is your data base now? Are there any
difficulties with Volga River Region enterprises in the process
of information collecting?
-Our Volga River Region Enterprises Data Base is full for 95 %,
we have been maintaining it for ten years, constantly updating,
detailing and expanding. If we were less responsible, we could have
released the directory a week ago. However, not all Volga River
Region enterprises will be included in the directory, only those
companies which play important role in region economy. It's about
20 % of all region enterprises, but for 90 % they form economic
space of the region. Our directory is limited in space. 900 pages
cannot include everything, and that's maximum volume of Russian
print technologies. For this reason there will be about 2800 enterprises
in the directory. It's not an easy task to choose 3 thousand enterprises
from 10 thousand (in the data base).We are here provided with assistance
of experts of Rating Agency "Expert", Representative Office of the
President of the RF and federal inspectors of the region.
- How is directory publishing financed?
- The directory is not only data, but an effective advertiser carrier.
About 30-45 % of income is provided by advertising and sponsorship
in pilot projects. Besides, we have a client base and constant subscribers
that buy all our directories, even when new project was announced.
They have already made advanced orders of "State & Business in Volga
River Region". We also hope to interest local level companies. We
are also sure that the State Authorities will make wholesale orders.
Besides, when we work on new projects we automatically search for
a new audience of other editions. Having started preparation of
the "State & Business in Volga River Region" we will increase sale
of other directories in the region. All books of series (it is 22
editions today) are useful for large enterprises. The largest Nizhny
Novgorod enterprises have already staged on precontract cooperation
with "Maximov Companion". Average profitability of our projects
is 25 %, but differs from edition to edition. Three releases of
"TV, Radio & Print in Russia" always cost damages to us. And the
most profitable project is "Who Governs the Russian Federation"
which was already republished 12 times, the 13-th Edition will be
released in November this year.
- What are "Maximov Companion" plans after the
region project is released?
- We might launch new industrial or sub industrial projects. Though
we have a directory on all transport system in Russia, we have released
"Railway Transport" directory this year. It's now having a big success.
It's important to find the information niche at the moment of demand
peak. Our other strategy is information business. We are now creating
new modern online informational system which will allow customer
to create database, based on his own requires, sort of "informational
constructor" similar to children's "LEGO". For example, we can take
standard blocks (constructor elements), combine chief engineers
of Tyumen area oil companies, technical directors of Kemerovo coal
companies, All nuclear power stations manufacture deputies, their
assistants and secretaries, add necessary contact data together
with control system of database - and we will get a unique information
product. It's quite possible that we will release directories on
customer request in quantity of one - two copies (digital technologies
can allow us to do that now). The third direction of work - direct-
B2B-marketing on the basis of our databases, we are actively practicing
now. These are already planned and realized directions, which are
not all for the future. My task is, first of all, to keep my eye
on market dynamic and to react to its informational requests.
Natalia Ketkova
"Profil - Privolzhe", ¹ 25, 2004
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RELIABLE SOURCES
It would be nice to believe, that not only all progressive humanity,
but also we, Russians live in postindustrial society. If it is so,
then humanbeeings and information are our basic values. Information
in civilized world is supposed to be open. There is such person
in Russia who has made information transparency his business. It
is the publisher of directories with contact information on key
figures of Russian state and business - Andrey Maximov.
- Where are you from? Where have you studied?
- I am not a muscovite. I came from northern part of Russia. I used
to live Arkhangelsk till I was15 then I moved to Moscow where I
entered Moscow State University to study economics. I studied with
those who manage Russian economy today.
- Does it help your business?
- No, it doesn't. Though we publish directories for structures leaded
with these people I can give no single example, where it could help
me.
- And what happened after?
After graduating from the university I entered Oriental Studies
Institute as I specialized on economy of the Eastern countries.
It was a good school for me. I was Primakov's assistant. He was
the director of the institute. I was even his post-graduate student.
But then he left and I finished postgraduate study without him.
- Why?
- He was making his career, it became inconvenient for him to be
the science supervisor. Here are books "Economy of Taiwan", "Development
of backward societies" and brochures on Eastern countries which
I wrote that years. I was making a successful career of oreintalist
in this institute and was the youngest sector manager. In August
1991 I was in Tokyo, on a business trip. I started my lectures on
Soviet -Russian economy after the Putsch. The Putsch finished but
I didn't lose interest to this business. And I stuck there for a
long time. Then I went to Taiwan. And when I returned, I understood,
that scientist carrier is very interesting, but does not suit me.
Then I created my first publishing company.
- What were you publishing?
- "SBIB - Soviet Business Intelligence Bulletin". It was a monthly
digest of Russia and the CIS press I promoted it in different formats.
The project went bankrupt in the end of 1994.There was no investments
and no experience.
- How and when did you first met Maxwell?
- I had a lot of acquaintances. Nicholas Louis the brother of Anthony
Louis who is still releases Moscow Tribune. God knows what newspaper
it's now. But it used to be the unique independent English newspaper
in Moscow before The Independent Media and Moscow Times were established.
Nicholas' father was KGB general, he married the British embassy
employee in Soviet times. His wife worked in Information Moscow,
a unique source of contact information in Moscow for foreigners
for many years. Nicholas acquainted me with the Maxwells. Their
family was big, there were nine children in it. But only Yen and
Kevin were engaged in Maxwell's business. Father, Robert Maxwell,
was the publishing magnate. His empire consisted of more than 800
publishing houses, newspapers and magazines worldwide. In 1991 after
his strange death -he has stroke from his yacht in the sea on a
calm day. - this huge empire has failed. It was then found out,
that everything was repawned. When I met Maxwells they were included
to Ginness Record Book as the biggest Great Britain bankrupts. They
were judged, they were about to be send to jail for 10 - 20 years.
They later again got to the Ginness Record Book as participants
of most expensive British case. They did not conduct any economic
activities. We have started to communicate, as we just like each
other.
- And where did you meet?
-Here, in Russia, and in England. Both of us went abroad quite often.
- Were Maxwells acquitted?
- The jury brought in a verdict of not guilty on sons -do -not -answer-
for- father principle. They were only executors, all decisions were
made by their father. When all this happened only Russian businessmen
had business with them. Corporate business in America disagreed
to cooperate with them for clear reason.
- Whose idea was to release the directory?
- The idea was mine.
- What did Maxwells invest in the project?
- They taught me. First of all it was publishing product quality
and its marketing. We were good symbiosis. We mutually supplemented
each other.
- Who sponsored the project at the beginning?
-Maxwells supplied money as they had connections. Investors have
been involved, they were all foreigners. Everything was returned
to them with profit. But at the beginning we spent a lot of money.
Maxwells supplied the project with money but they also spend unacceptable
for business sums of money Several years ago each of them had his
own "Boeing" for convenience of flight from continent to continent.
They get used to live in absolutely other way. They could arrange
a grandiose dinner in "Marriott-hotel" devoted to directories release
and spend as much money as company's year marketing program costs.
And that's how it was. I remember we arranged absolutely senseless
reception. It was interesting to me then. I remember hundred thousand
of dollars were spent on creation of an Internet page. I have later
reorganised this site for the sum hundred times cheaper. First I
just nodded. And then I stopped. I don't bother about it and I perceive
it as a tuition fee. But still sorry for money spent.
- What relations do you have now?
- The company is now controlled by me; we are now 100 % the Russian
company. And we are still good friends with Maxwells. We have not
quarreled, as it frequently happens. They have their financial interests
in the company, but the company controlled by me.
- What are their business now?
- They have business in the field of telecommunications. Ian has
his own musical site - LudwigvanWeb.com where license records of
classical music are sold.
- When did you start controlling this business?
- About three years ago. All the ideas and projects are born here.
We manufactured our books in England before. It was quite problematic.
Everything was made here, and then these files were taken away to
Oxford.
- Why didn't you print your directories in Russia?
- There were no qualitative printers in Russia. None here was ready
to fulfill our requirements.
- Where do you print it now?
- After 1998 crisis we transferred directories manufacture to Saint-Petersburg,
"Svetoch" factory. The first product was awful, but then everything
stabilized .We also print our products in two Moscow printing houses.
As our publishing program is quite big one printing house does not
manage. Quality level of Russian printing houses is now becoming
better. I think I somehow influenced Russian polygraph market as
while there is no challenges on the market, manufacturers will not
solve them.
- When was the project launched?
- In 1994. First books were released in spring 1995. 38 directories
in total circulation of more than 600 thousand copies have been
released since 1995. Maxwells stopped interfering in the process
of publishing and marketing as soon as printing was transferred
into Russia, in the middle of 1998. They are always interesting
how everything is going here. But they have enough problems in their
own business.
- "Maximov Companion" is a well-known brand now. But everything
started as a copy of "Vacher's Parliamentary Companion", didn't
it?
-Yes, it was, but not 100% copy. There are some differences. First
of all, "Maximov's Companion" directories are bilingual edition
while "Vacher's Parliamentary Companion" is only in English. Secondly,
there is no advertising in it. Our directories were initially created
as an advertising carrier. Thirdly, we not only release directories,
we make them an effective marketing tool for our clients.
- Were there any difficulties?
- We spend a lot of time translating positions and titles from Russian
to English for our first book, as it was very complicated. We were
sitting together and I was trying to explain Ian what all Russian
posts meant. It turned to be useful. Plus bilingual directory has
instantly expanded our market. As one book can be sold to foreigner
and Russians.
- What are your incomes sources?
- There are three sources of income - advertising, books sale and
customization.
- What is it?
- It's when we customize a directory on customer's order: a directory
contains standard information but it has customers logo on the cover
page. Here is our basic "Food Industry" edition, and this is a customized
"Food Industry" version, everything is the same, but all covers
are devoted to Shaller - to the largest food equipment supplier.
Such corporate orders are 27 % of our incomes. Advertising makes
33 % of income, while sales are 40 % of company's income. Sale incomes
constantly grow. It is extremely positive sign: it means that our
product is demanded. Income sources can vary, but total income amount
constantly increases. It's much easier to do this business now then
it used to be before. There is no need to present ourselves or to
explain something any more. Client might not have means on project.
They might think our projects or offers are not that effective.
But anyway, it's almost impossible to be refused to work and talk.
- And how many advertising positions are there in the directory?
- Positions? I guess forty. A divider, covers, spine, title, the
top and bottom footers.... Bookmarks, discount, telephone bookmarks,
dust-cover.
- All those formats, whom were they created by?
- Many things were incorporated by brothers. They had a good publishing
experience. I remember we were having dinner with Maxwells in London
and suddenly the idea of bookmark appeared. I called manager who
was going to "Bee Line" that day and I told him to offer them a
bookmark (telephone card), that we put in the book. And customized
directories appeared in 1996. We were in Moscow that time and I
thought what if we would take our cover off and put customer's title,
information and trade mark on it. And it will cost as much as we
want. It was an exclusive product. At first our price on customized
edition was higher then on our basic circulation. We published 100
books and sold them more than on 150 USD for each copy. It was absolutely
absurd prices. It was accepted in 1996-1997. Then our prices stabilized
in conformity with a reality.
- How directories prices and advertising fees are formed?
- Initially prices on directories and advertising were fixed by
Maxwells, in accordance with the international market. Prices very
really high in 1995. All my attempts to reduce them were rejected
by Maxwells. It happened because initially the product intended
for sale abroad or to foreigners doing business in Russia. But the
market has soon turned our strategy. Sales increased in Russia,
first of all in corporate and departmental sector.
- Did you try to reduce the prices?
- Repeatedly. But Maxwells always rejected. I then understood they
were right. On one hand, we don't sell books, we sell information.
Exclusive information, for exclusive audience. Our prices are too
high for mass audience. It is my first reason. The second reason
- full and reliable information. Such information costs that money.
On the other hand, our advertising efficiency is not the same as
magazines or newspaper advertising efficiency as we work for exclusive
audience. There is no sense to advertise mass product at our directory.
Our books are tools of political and economic lobbying, realization
of corporate projects. We do not modular advertising, and each position
is exclusive and rather expensive. Average cost of the advertising
contract at is 7000 USD, and very seldom less than 3000 USD.
- Is there any problems in communication with your clients?
- We usually have such situations. We make customization to our
client. He puts it into case or safe and keeps it. Year passes,
we make him a new offer and the answer is "We still have your directories".
So we have to explain that there were changes and this directories
is not a fresh and reliable product anymore. But for those who really
knows what he wants and needs customization is very effective. Especially
when we carry out target circulation. Together with clients we make
lists of those who will receive our directories. As a rule, it's
a bonus, post costs are not included. We have made four projects
for "Siemens", for its telecommunications division, sending customized
books to transport, oil, gas, electric power industry companies,
not to the top managers, but to those who are responsible for purchasing
of communication equipment. As "Siemens" realized four projects
successively, they were really effective. Unfortunately, many people
use books as souvenirs only. I always try to persuade them that
result to increase of sales, contracts are important.
- Are you health-lifestyle-adherent?
- I adore sports. I go on every sport, that is only possible. "Maximov
Companion" had New Year's football championship. There was even
a prize-winning fund. Management department were playing with marketing
department in final.
- Who won?
- Management department.
- What do you read?
- I read everything, that is new and interesting. I usually read
on holiday as I have no time.
- Where do you usually rest?
-I love traveling. Recently I had a completely unique travel experience.
I have first gone on holiday with a very young lady. It was my five
years daughter. We didn't traveled too much this time, but I had
an opportunity to read fantasy and detectives.
- Is it difficult to discharge people?
-It is. I'm not a good manager in this point. Even when I understand,
that person is inappropriate, I wait, while life itself do not place
everything in it's places.
- What is business for you?
- A lot of useful lessons, for example, I really had to get rid
of Soviet sloppiness, as I was not scrupulous in character.
- Are you now?
- I do not know. More likely yes, than not.
Galina Danilova
"The Advertising Industry", ¹ 4, 2003
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600 000 COPIES OF SUCCSES
In 1994 Andrey Maximov, scientist-orientalist with
small publishing experience, together with sons of well-known
media-magnate Robert Maxwell have launched a new business - expensive
business directories with contact information on Russian government.
There is a huge amount of directories all over the world, but
"Maximov's Companion" has initially become a unique product not
only in Russian, but in world publishing market too. First of
all, it is bilingual (Russian-English) series, secondly, these
directories are not only information product, but advertising
carrier too. Now Maximov's Companion is one of the famous brands
in the Russian publishing market.
38 books or 600 thousand copies of total circulation were released
during last 7 years. These are updated editions: "Who Governs
the Russian Federation" (11 released directories), "Who Governs
Moscow ", "Who Governs Saint-Petersburg", special editions on
1995 and 1999 Parliamentary elections and 1996 Presidential elections.
After 1998 crisis, the company began to publish industrial directories.
"Communication & Information" was the first industrial directory,
after "Transport & Logistic", "Fuel & Energy", "Mining & Metals",
"TV, Radio & Print" were released. "Forestry & Paper" and "Food
Industry" were published in 2002. Two more new directories will
be released in 2003 - "Machinery & Equipment" (March), and "Finance
& Investment" (October).
Andrey Maximov, the general director of "Maximov
Companion":
"By 1994 Maxwells brothers, successors of a multi-billion fortune
in the recent past, were bankrupts. They had no money, but they
had an invaluable experience of publishing companies management.
We were equal partners, without means, but with lots of creative
ideas. The Maxwells successfully involved investors in our projects,
but they spent money in completely inefficient way (old habits)".
Initially the product was intended for the western English-speaking
markets. But the demand has corrected company's distribution strategy.
In the beginning our London Office sold 100 books, the Washington
Office - 30 books, while here in Moscow much more books were sold.
For this reason company's foreign representations were closed,
and means spent on marketing and project development abroad, were
transferred to Russia. 90% of company's sales are now in Russia
and consist of three basic income sources: 38 % - books sale,
34 % - advertising in directories, and 28 % - customization.
Andrey Maximov:
"Brand supports itself now, people are ready to pay for the information,
not doubting in its reliability, details, urgency. Those who see
our product for the first time are shocked: " How can you sell
your book for 175 dollars?!" Then it become clear why. Businessmen
or politicians want to save their time; they are ready to pay
this price for reliable information. We spend a lot of our resources
to maintain information reliability. The guarantee of information
quality is our brand basis". Release of each new directory demands
big investments. Preparation starts a year prior to book release.
On the first stage editors collect all primary information (use
all already existing databases, industrial mass-media, telephone
directories of large corporations and organizations, etc.). All
possible ratings are analyzed, as a directory will contain only
largest companies (1000 pages directory can include from 2800
up to 3500 companies. "MaximovPublications" closely cooperates
with the majority of industrial associations. As result the secondary
base is formed. First dispatch is made on its basis. We then send
letters, where we try to explain the project idea and our goals,
questionnaire to be filled and one of our directory as a sample
to companies. Dispatch is followed with repeated calls from our
company to support our letters. All collected information is once
again rechecked on the last stage. "State and Business in Birthdays"
is a new "Maximov Companion" original idea. Photos and names of
927 most influential people of the country on dates of their birthdays
are in the calendar. It also includes references to directories
where it is possible to find information necessary for congratulation.
Conceived as the tool on support of our brand and promotion of
series, the calendar unexpectedly became an independent product
which has big commercial success.
Andrey Maximov:
"I accept that our competitors will copy our idea someday, however,
their sales profit will be smaller. And we will soon create some
new idea. We cannot yet realize all of our ideas: for example,
we wanted to distribute our directories in Russia, CIS and Southeast
Asia, our designers even prepared trilingual directory - in Russian,
English and Chinese. I would like to find such level of financial
stability in the future which will allow to risk, do adventurous
projects and thus not place this business under a risk".
Andrey Chodirev
"Career Formula" ¹ 2 2003
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“MAXIMOV PUBLICATIONS”
"Maximov Publications" was established in 1994 by Andrey Maximov,
Ian and Kevin Maxwell. Both had publishing experience, Maximov -
in Russia, Maxwells- abroad. First directories were similar to "Vacher's
Parliamentary Companion". At the beginning books were printed in
Oxford, Great Britain, after 1998 crisis books' printing was carried
out in "Svetoch" printing house in Saint- Petersburg. Now "Maximov
Companion" cooperates with three publishing houses in Russia. At
the beginning it was planned to release directories on Russian politics
only. "Who Governs the Russian Federation" was the first released
directory. Its mission was to acquaint foreigners with Russian politician
structure. Such information was not published before. Directories
were oriented on foreign audience, those foreigners who run their
business in Russia. Directories' price was high for Russians but
acceptable for foreigners. But for convenience usage all directories
were bi-lingual. After first directory was released, it became clear
that inland demand was underestimated. Our information was highly
demanded in Russia. The prices were high but there was no more sources
of reliable information. The process of exploration of Russian and
foreign market started at the same time. But the product was more
demanded on Russian market. Till 1998 "Maximov Companion" released
only political directories. 1998 crisis corrected our publishing
activity. The company started releasing industrial directories.
The company started collecting information on industries and sectors
that were financially profitable: communication, transport, energy,
metallurgy sectors. Such kind of information was necessary for every
head. The series is now expanding, new sectors, branches and regions
are included.
Publications
"Maximov Companion" is a series of regularly updated bilingual,
Russian-English directories with contact information on state and
business in Russia. They contain detailed information on companies
and organizations structure: names, posts, addresses, phones, faxes,
electronic addresses, web-pages, secretaries and assistants names
and contacts. There are 3 political and 8 branch directories in
a series today. Directory updating depends on dynamic and changes
on market. Some directories contain data that remains reliable for
a long time, and some need to be updated every year. (see table)
| Directories |
First released |
Times of releases per year |
| Who Governs the Russian Federation |
1995 |
1 per year |
| Who Governs Moscow |
1997 |
1 per 2 years |
| Who Governs Saint Petersburg |
1998 |
1 per year |
| Fuel &Energy in Russia |
2000 |
1 per year |
| Communication & Information in Russia |
1999 |
1 per year |
| Transport & Logistic in Russia |
2000 |
1 per year |
| Mining & Metals in Russia |
2001 |
1 per year |
| Forestry & Paper in Russia |
2002 |
1 per 2 years |
| TV, Radio & Print in Russia |
1999 |
1 per 2 years |
| Food Industry in Russia |
2002 |
1 per year |
| Machinery & Equipment in Russia |
2003 |
1 per year |
"Who Governs Saint- Petersburg" third edition, devoted to Saint
Petersburg 300th anniversary, will be released in May 2003. "Maximov
Companion" biggest costs are collecting and checking of information,
which, from one hand is guaranty of information reliability, from
the other makes directories quite expensive.
Audience
Directory's audience consists of corporations, large
organizations and companies, state authority bodies of federal and
regional level, Mass Media, diplomats in Russian and abroad. Initially
series was created as VIP product, but it then became popular among
small enterprises management not only in the centre but in regions
too.
Distribution
At first directories were distributed among corporate
audience on wholesale parties on subscription basis and was organized
through direct negotiations. Basic sales share is now provided by
direct-marketing, and brand popularity allows to sale directory
all over the country. Directories can be also purchased on industry
shows and conferences, on a retail trade basis, and under the basic
catalogues - abroad. Company's databases, are used not only on their
direct purpose, but also for own business. "Maximov's Companion"
database includes more than 100 000 heads, more than 100 000 potential
buyers of a series. Thus, directories are in increasing frequency
sold by complete sets as audience interests are beyond one industry:
oil factories are interested in metallurgy, pipe-rolling factories
need information on gas companies, and forestry enterprises - power,
etc.
Technologies
A new directory is created in eight months period,
directories updating takes four months. Preparation process is based
on precisely developed information technologies. First directories
industry is chosen, then new edition profitability is defined, after
directory's concept is built. It is important to realize the branch
structure, and make information on the structure maximum open for
the consumer. After the concept is developed and directory's content
is planned, information gathering process begins. Information is
taken from centralized sources as existing directories, professional
associations databases, exhibitions catalogues, branch mass-media,
Internet. On this basis ratings and lists of enterprises are made.
Then for actualization and detailing of information questionnaires
mailing (from 2 up to 4 times), supported by callback campaigns,
are carried out. Each chapter is conducted by a different editor
who rechecks all information several times. The qualitative and
reliable product is a result of all preparation process.
Advertising
"Maximov Companion" directories were initially created
as an advertising platform. Directories format (size, design, print
quality) was specially created for this purpose. As a result the
book, which is so comfortable to hold in hands, where advertising
does not prevent to perceive information, has appeared. "Maximov
Companion" advertising policy differs from others. It's main difference
is exclusiveness. For example, one of the most popular positions
is a divider (the color cardboard insert opening basic directory
sections). Such inset allows to place advertising of narrow targeted
product in a corresponding section. For example, video equipment
suppliers can publish their advertising in section "Technical Services
for TV and Radio Broadcasting" section. It allow them to inform
their target audience. There is a unique opportunity to place company's
logo, slogan or contact information on each page of the directory.
Special advertising position the bottom footer was stipulated for
this. Advertising can be also placed on covers, inside covers, spines
and pages of sections content. Color advertising pages inside are
also relate to the certain sections.
Advertisers
This is only an extract of all company's advertisers.
About 500 holdings, organizations, enterprises and companies have
already advertised in directories.
| Advertiser |
Shaller |
| Ericsson |
"Who Governs the Russian Federation", "Who governs Moscow",
"Communication & Information" |
| Samsung |
"Communication & Information" |
| SAS |
"Communication & Information", "Transport & Logistic", "Fuel
& Energy", "Who Governs the Russian Federation", "Who governs
Moscow", "Who governs Saint-Petersburg" |
| SHELL |
"Fuel & Energy" |
| Siemens |
"Communication & Information", "Transport & Logistic", "Fuel
& Energy", "Mining & Metals" |
| Alrosa |
"Mining & Metals", "Who Governs the Russian Federation" |
| Airflot |
"Mining & Metals", "Communication & Information", "Transport
& Logistic", "Who Governs the Russian Federation" |
| Baltic Construction Company |
"Transport & Logistic" |
| Bank Zenit |
"Who Governs the Russian Federation" |
| Gazprom |
"Who Governs the Russian Federation", "Fuel and Energy" |
| Evrazholding |
"Mining & Metals" |
| Ilim Pulp |
"Forestry & Paper" |
| Magnitogorsk Iron & Steel Works |
"Fuel & Energy", "Mining & Metals" |
| Russian Aluminum |
"Mining & Metals" |
| Raddison SAS Lazurnaya |
"Communication & Information", "Transport & Logistic", "Fuel
& Energy", "Who Governs the Russian Federation", "Who Governs
Moscow", "Who Governs Saint Petersburg", "Mining & Metals",
"TV, Radio & Web Broadcasting" |
| Samara Optical Cable Company |
"Communication & Information", "Fuel & Energy" |
| SvyazInvest |
"Communication & Information" |
| Power Machines |
"Fuel & Energy", "Machinery & Equipment" |
| Sonet |
"Who Governs the Russian Federation", "Communication & Information" |
| Transaero |
"Who Governs the Russian Federation", "TV, Radio & Web broadcasting" |
| Shaller |
"Food Industry" |
Special offers
Except standard advertising positions, "Maximov Publications"
offers customization to its corporate clients. Customized directory
is a special edition of the directory with standard information
with exclusive cover, trade mark and the section of advertising-information
materials of the customer. Advertising-information materials can
be written on CD which will be attached to directory cover. It is
an effective tool of target circulation which allows combining audio
and video files without information volume limits. Company can also
provide target circulation service: customer defines target audience,
to which directories and letters will be sent. Company is now creating
birthday's calendars which will include each industry key figures
dates of birthday (more than 1000 persons).
"The Advertising Industry", ¹17, 2002
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