CEO of News Media Holding spoke about clustering, content DNA and the future of media

On April 17, 2025, Maxim Iksanov, CEO of News Media Holding, spoke at the "Media Space 2025" conference from Kommersant with the theme "Asset clustering and Content DNA: the New Future of Media". In his speech, he revealed NMH's strategy based on dividing projects by audience and format, and explained why universal media approaches no longer work.

Iksanov stressed that attempts to run all channels using the same template lead to a loss of audience. Instead, NMH creates individual brands with unique positioning.:

• Mash — speed and impact,
• Mash Room — Deep analytics and engagement,
• SHOT Check — consumer investigations.

"We are not just multiplying headings — we are creating independent media, each with its own audience and its own DNA," said the head of the holding.

The holding company divides projects into clusters: federal and regional news, sports, show business, entertainment and commercial areas. For example, Mash on Sports appeared after analyzing the demand for tabloid content, and NMH's regional telegram channels increased the reach of advertisers.

"I'll give you an analogy with consumer demand. In conditions of an abundance of information, people choose fast consumption and a diverse format. Our task was to create, let's say, informational fast food. In the sense that for most people these are the most versatile burgers, French fries, and what more people like. We needed to get the widest possible audience. And it's quite a difficult task, but it's very exciting," Maxim Iksanov emphasized.

According to the head of the holding, the world of web media in which we find ourselves today is a battle of traffic, not journalism. Despite requesting tons of content, Iksanov noted the risks of information overload.:

"People have pumped up their news consumption muscle a lot since the coronavirus. Such an information needle, which the whole world is currently sitting on, I would say. It's like our time, the time of the newsmen."

The holding focuses on the content itself, rather than on which platform to publish on, because with knowledge of the principles of media operation, a successful editorial team will find its readers everywhere. And even large media outlets can lose out in coverage to a small publication — if it is a channel with interesting and emotional content, of course.

"I like that now even one person can compete with big media on new platforms. And this confrontation is reflected in the numbers. As a result, the strongest survives," Maxim Iksanov concluded.