News Media Holding presented a special exhibition at SPIEF 2025

The media market is undergoing a radical transformation. In the context of a shortage of audience attention and the rapid growth of digital platforms, media and business face the challenge of engaging, building sustainable communication and adapting to a new model of content consumption. The special exhibition of News Media Holding at the St. Petersburg International Economic Forum 2025 was devoted to these issues.

Businesses that earn money by selling goods or services today directly depend on digital platforms that supply media content: the more the audience meets with the promoted products, the higher the probability of purchase. When the "engage in one minute" rule turned into the "three seconds" rule, the content machine started working at breakneck speed. But in order to notice a specific message, you still need to try.

The holding presented a pavilion, a space for analyzing modern methods of information processing, transformation and delivery. The main idea is to show how new media works with engagement, personalization, and emotional impact, turning consumers from viewers into collaborators. According to Maxim Iksanov, CEO of News Media Holding, the media structures of the future are built not around news as a product, but around meaning and context.

"Our pavilion is a metaphor for the work of the media in the era of neurocontent and constant generation of ideas. We wanted to show how the media are transformed into content factories — to emphasize the speed, volume and versatility of this information business. Today, it is important for a person to be an accomplice to events, and not just a listener to a monologue. That is why new formats are emerging and platforms for dialogue are being created — all for the sake of trust, emotions and engagement," Iksanov stressed.

The suspended structure in the form of an all—seeing eye symbolized the mission of the media - to follow what is happening in the world, to be the first to learn all the news and to present information to people.

Thanks to the media hall with the holding's creative projects, visitors got acquainted with key media products from the flagship News Media Holding, including the popular Mash and SHOT channels, LIFE and Super portals, podcasts and entertainment shows. In this way, the information received was passed on to its direct consumers, the audience.

The guests were invited to try the chronocapsule — to witness historical events that had never been filmed: the content was designed specifically for the event.

With the help of the infoconsole, it was possible to take a virtual tour of the forum and print the latest post about the SPIEF from the Telegram channel 4ROOM as a souvenir. This channel, a new asset of the holding, broadcasts all the news about major economic and political events at Roscongress and other venues.

The pavilion, designed in the aesthetics of retrofuturism, has become a point of attraction due to the combination of technology and cultural narrative.

Iksanov noted that this format is part of the holding's strategy: instead of using a traditional booth, use an environment for dialogue, where the audience is not a spectator, but an accomplice.