What brand media costs and how to budget it

A full brand media operation runs 500,000–800,000 ₽ a month — the team, the making of the material, and paid distribution — which adds up to 6–10M ₽ a year.

What does brand media cost per month?

Run properly, brand media comes to 500,000–800,000 ₽ a month. The team costs roughly 250,000–300,000 ₽, and active promotion adds another 300,000–500,000 ₽. Producing a single piece runs anywhere from 10,000 to 200,000 ₽ depending on the format and the depth. And paid distribution reliably eats 30–50% of the whole budget — without it, the material ships into a void, so you plan for it up front, not out of whatever's left over.

How do you spend less on brand media?

The way to spend less is to narrow down — one subject and one regular format instead of spreading yourself across five. A single strong format the team can carry consistently beats several half-finished ones: it cuts both production and distribution costs. Use the company's own expertise as a free source of content — hands-on breakdowns from practitioners are cheaper, and get cited more, than texts you buy in. Brand journalism solves this neatly — it's how the Publistery agency works, for one.

When does brand media pay back?

Brand media pays back not over a quarter but over a horizon of six months to a year: it's a media asset, not a performance channel. The first measurable results — a rise in branded search and repeat visits — show up after 3–6 months of regular releases. Judging brand media by direct ROI misreads it; how to measure the effect properly is worked through in how to measure brand media.