Advertising and classifieds in the Russian-language newspaper in London

Advertising to Russian speakers in London and the UK: why it works

People come to us with something they need to sort out today: how to file a tax return, what to do about a visa, what renting costs, where to complain about an employer. They read carefully, because a decision and their own money depend on it. An advertisement next to that reaches someone already in the mood to act — not someone scrolling a feed out of boredom.

Our reader is a Russian-speaking resident of the UK, and that is a filter in itself. They need an accountant, a solicitor, a translator, a dentist, a school for their child, a removals firm, insurance — and preferably someone they can speak to in their own language. On a general ad network you pay for thousands of stray impressions to reach these people. Here they are already gathered.

We keep very few advertising slots, and that is deliberate. Where there are twenty banners, nobody sees any of them; where there is one, it gets seen. We do not sell more than we can show properly, and we run no pop-ups.

Advertising works by presence, not by bursts. People rarely look for an accountant on the day they first see the advertisement — but they remember the name they have seen week after week, when the need finally arrives. That is why our discount rewards duration, not volume.

And last: we answer for what appears on our pages. An editor checks every piece of artwork; we take no immigration advice without a registration number and no financial offers without an FCA number. For the advertiser that means company you need not be ashamed of — your advertisement sits beside checked editorial copy, not among dubious promises of quick money.

The discount applies to the rate card above and stacks with the free first month.

What advertising we will not run in the newspaper

• Immigration advice without Immigration Advice Authority registration — that is a criminal offence, and the registration number must appear in the advertisement itself.
• Financial promotions without FCA authorisation: deposits, loans, investments, crypto (Financial Services and Markets Act 2000, section 21).
• Guaranteed outcomes in medicine, legal matters or visa applications.
• Terms that breach the Equality Act 2010, and prices that hide unavoidable add-on fees.

Where an advertiser is connected to the publisher we say so under the advertisement. We already do this for our own companies.

Invoice to a company: how to book advertising by bank transfer

This is the fallback route — for those who need an invoice to a company or a non-standard placement. If a standard format from the rate card suits you, paying now is quicker: no emails, no waiting.

Terms for placing advertising and classifieds

The price

The price in the table is final. Nothing is added to it — no tax, no “service fee”, no charge for making the artwork. That is what the Digital Markets, Competition and Consumers Act 2024 requires: the full price up front, not at the end of the checkout. Invoiced by ONLYWAY NEWS LTD, company no. 12814523.

Payment is by invoice and bank transfer, before the placement starts. A month runs calendar to calendar: start on the 10th and it runs to the 10th of the next month.

How advertising is marked

Every placement is marked ADV with its own number, and the key sits next to it — “ADV marks advertising”. The UK advertising code (CAP Code, rule 2.1) requires advertising to be obviously identifiable, and we do not work around that. A sponsored article carries the label at the top of the text, not in small print at the end.

Advertiser links carry rel="sponsored nofollow" — search engines require it, and it protects both you and us.

What we ask of an advertiser

• Company name and registration number if you are a company.
• A licence number if the service is regulated: immigration advice — the Immigration Advice Authority, financial promotions — the FCA, employment agencies — under the 2003 Regulations.
• Confirmation that you are entitled to use the images and text you send.
• Substantiation for claims: “cheapest anywhere”, “visa guaranteed”, “20% a year” do not run without evidence.

Artwork

Send an image of at least 1200 pixels on the long side, JPG or PNG, up to 5 MB. Vertical video up to 30 seconds, MP4, up to 20 MB, muted on autoplay. No artwork? We will make it from your logo and copy, free. Changes after launch are free too, within reason.

Refusal and refunds

We may refuse a placement and refund the unused days. You can withdraw at any time and we refund the unused full days. If advertising did not run through our fault, we extend the placement by that time.

Editorial and advertising

Advertising does not shape what we write. An advertiser does not approve or preview our journalism — only their own sponsored piece. Where an advertiser is connected to the publisher we say so, in the block and in the register.

Reader data

We run no ad networks, we do not track readers across sites, and we pass no personal data to advertisers. Hence the format: a fixed slot at a fixed price rather than auctioned impressions.

How these prices are set

ONLYWAY NEWS has been publishing since 14 August 2020. We relaunched on a new technical platform with a refreshed editorial policy — and the price reflects that fresh start, not the size of the brand. We do not sell impressions by the thousand — that needs volume we do not yet have — we charge a fixed sum for a fixed slot. Exact audience figures come with the reply to your request, along with the invoice, unrounded.

Others in this market either sell banners for internal “promo credits”, where the sum in pounds is not immediately visible, or publish no prices at all and send a media kit on request. We put the rate card in the open and keep it on this page — you see the price before you speak to us.

For those who come first we lock the price for 12 months: the audience grows, your rate does not.

Placement number: how to check your advertisement

Every advertising placement is marked ADV on the site and carries a permanent number — ADV A001, for example. Quote that number in an email and we know exactly which placement you mean: one message is enough to change the artwork, extend the run or take it down.

The list of placements itself is kept internally — it is our working document and is not published. What must be visible is the ADV mark on the advertisement, and it is on every one of them.