Condé Nast Russia announces staff changes

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TAGS: Condé Nast Russia

Condé Nast Russia announces the appointment of Anna Pchelkina as Publisher of Vogue. In this post, Anna will replace Elena Zaytseva, who has decided to leave the company. Anna Pchelkina will retain the position of the Publisher of Tatler.

Victoria Boukharkina has been appointed as Publisher of AD. She will replace Anna Pchelkina on this position. Victoria will retain the position of Glamour Publisher.

Anita Gigovskaya, President of Condé Nast Russia, commented: «VOGUE is the ever-growing flagship of our business, the market leader in the premium fashion magazines advertising segment and the most multimedia diverse fashion project on the Russian market.  Anna Pchelkina is a brilliant manager;  she has tremendous work experience in the luxury & fashion segment. Thanks to her and her team, Tatler is in great shape – its audience is growing, new media channels are launching, and its market share grew substantially in 2019, by 3pp. I am sure Anna will effectively apply her strong Tatler management skills and practice of product innovations to the Condé Nast’s leading media brand.

Victoria Boukharkina is an outstanding expert in marketing. Her portfolio of exciting projects in the field of consumer marketing and product launches is colossal. With Victoria, Glamour held a large-scale marketing campaign for its 15th anniversary, launched a successful spin-off Glamour Style Book, Glamour Box subscription beauty service, and a great many special native projects on our digital channels.  AD is the undisputed leader in the premium interior segment. AD has great potential, and I am looking forward to seeing new interesting spin-offs and AD marketing projects led by Victoria.” – Anita Gigovskaya concluded.

Anna Pchelkina commented: “I am very much looking forward to joining the VOGUE team and to work with this iconic media brand. We have ambitious audience targets – but it is essential to maintain the brands highest positioning, convey a contemporary narrative for the reader and stay commercially successful. Ksenia Solovieva and myself, we work in Tatler since the launch, and I greatly value our partnership. We have plenty of plans and ideas how to innovate while remaining relevant and in high demand. I am pleased that Victoria will take over AD: her systemic approach to business and significant expertise in client partnerships and audience development will provide for more leverage to keep the leading position in the interior design segment.” 

Victoria Boukharkina said: “It is a great honour and responsibility to take over commercial leadership for AD in Russia in 2020, the year of the 100-th anniversary of Architectural Digest worldwide. I am a reader and an ardent fan of AD since many years, and I am truly convinced that a strife to high aesthetics in lifestyle and the understanding of cultural context are key for individual personal development today. As for Glamour, we have interesting plans in 2020: both in audience development and growth and in introducing many new important  topics into our editorial narrative.”

Anna Pchelkina has graduated from the Moscow Banking School of the Central Bank of Russia in 1998, in 2001 from the Academy of Budget and Treasury of the Ministry of Finance of Russia, majoring in Banking, and in 2012 from the History faculty of Lomonosov Moscow State University, majoring in Art History. Anna Pchelkina has been working at Condé Nast Russia since August 2007, first as the Advertising Sales Director of Tatler, then as Tatler and AD Publisher. Anna Pchelkina is married and has a daughter.

Victoria Boukharkina graduated from the sociological faculty of Lomonosov Moscow State University in 2001. In 2011, she received an EMBA degree at the HEC Higher Commercial School in France. Victoria worked at Condé Nast Russia since 2004 as Glamour Brand Manager and was behind its launch on the Russian market. From 2006 to 2010 she worked at Hachette Filipacchi Shkulev Publishing House, and in 2010 returned to Condé Nast, leading Glamour as the Publisher. Victoria Boukharkina is married, has two daughters.

Anna Pchelkina and Victoria Boukharkina will start with their new duties on March 1, 2020.

“I especially would like to thank Elena Zaytseva for her work as Vogue Publisher, - says Anita Gigovskaya. Elena has worked at Condé Nast Russia almost from the moment it entered the Russian market in 1998. During this time, Elena launched two magazines - AD as the Advertising Sales Director and Tatler as the Publisher - and both launches were exceptional. Elena headed the Vogue team in 2010, and these ten years passed with steady growth. The commercial success of Vogue, its leading role among fashion and lifestyle publications is the accomplishment of the team under her leadership. I sincerely wish Elena success in her future career.”

Vogue monthly audience exceeds 7M contacts: 820K readers of the magazine, 3M unique users of the website, 3.5M followers on social media, and 690K subscribers on YouTube (No. 3 video channel among all the Vogues, after Vogue US and UK).

Tatler’s market share in the competitive group grew by 3 pp. in 2019 and amounted to 35%. The monthly audience is close to 3M contacts. Social media coverage is growing - almost 900K people are following Tatler. Last year Tatler launched its video channel; it has 42K subscribers so far, and this number has doubled in only a year. In November 2019 Tatler launched a channel in Telegram, and in a matter of months it grew up to 17K subscribers already.

Glamour audience exceeded 8M contacts, of which more than 1M people read the print version, 3.5M unique users visit the website monthly, and more than 3.6M people are following Glamour on social media. Last year, Glamour had a breakthrough with its video channel - the number of the brand’s subscribers on YouTube grew 2.3 times and reached 430 thousand people.

AD brand reach is 1.3 million contacts (+ 47% y-o-y). 130K people read the magazine, the website’s audience doubled in a year and reached 600K unique users, and the brand’s social media has 564K followers (+ 36% y-o-y). AD is the leader in the premium interior segment, with the magazine’s advertising market share of 42%.


Condé Nast Russia is part of the international multimedia company Condé Nast that is represented in 32 markets. Condé Nast Russia entered the Russian market in 1998 and now successfully publishes seven brands (Vogue, GQ, GQ Style, Tatler, Glamour, Glamour Style Book and AD) with a combined audience of more than 23 million contacts. Websites,,, and have an audience of more than 11 million unique users who monthly view 50 million pages. The number of Condé Nast brands’ social media followers has reached almost 10 million people. Condé Nast Russia also works in the field of professional conferences: the luxury digital marketing conference Condé Nast Digital Day has been held since 2009.