Zen and News Media Holding have signed a partnership agreement for CIPR-2026

Zen and News Media Holding entered into a partnership within the framework of the conference "Digital Industry of Industrial Russia" (CIPR). The collaboration will allow Zen to implement the exclusive development of the Mash Money project, a new media about finance for a wide audience that does not boringly talk about economics and business.

The partnership agreement between Zen and News Media Holding was signed by Maxim Iksanov, CEO of News Media Holding, and Alexander Tolokolnikov, Managing Director of Zen. The collaboration is aimed at the exclusive development of Mash Money in Zen.

According to the agreements reached, News Media Holding will publish original economic content within the framework of Mash Money media in Zen, and the platform will provide its distribution through its own tools. Including on the main page dzen.ru A special Mash Money section will appear, which will allow the project to reach more than 67 million users of the platform. The aim of the project is to provide a simple and understandable explanation of complex economic processes for a wide audience: from key rate changes to the impact of global events on everyday life.

For News Media Holding, the launch of Mash Money in Zen has become part of a strategy to develop niche media and segment content areas. The holding is consistently expanding its presence in individual thematic verticals, forming independent media products for various audience requests: news, investigations, articles, including on business and economics topics.

"For News Media Holding, this partnership is part of a systematic strategy to segment our media business. We are consistently developing separate verticals for different audience interests, and launching Mash Money in Zen is a logical step in this direction. We see that our audience now needs to study the financial situation, but in a clear, accessible format. Cooperation with Zen covers two tasks at once: satisfying the interests of readers and opening up new business opportunities. We consider Zen not just as a distribution channel, but as an alternative to the website for the development of Mash Money. The unique placement of our media on the Zen homepage gives the brand a separate entry point for millions of users and creates new opportunities for advertisers to be present in economic content," said Maxim Iksanov, CEO of News Media Holding.

The collaboration will combine News Media Holding's strong editorial expertise with Zen's technological capabilities. This will provide advertisers with access to a new high—quality audience within business content, and for users, an understandable presentation of complex economic topics in a familiar digital environment.

"Economics is consistently ranked among the top 5 most sought-after topics in Zen. At the same time, the request for content about complex financial issues, written in simple and understandable language, remains "evergreen". The agreement with News Media Holding on the joint development of Mash Money will allow us to meet this audience need, and the holding will be able to reach the multi—million audience of the platform with new media. For Zen, this is also an opportunity to develop an understandable model for launching thematic media within the platform, focused on audience demand," said Alexander Tolokolnikov, Zen's Managing Director.