Home Media #BalticBrief: Vesti Investing in Professional-Kremlin Viewers On-line

#BalticBrief: Vesti Investing in Professional-Kremlin Viewers On-line


How pro-Kremlin on-line media in Latvia is consolidating and rising its viewers

Vesti.lv is a part of a media community that shares pro-Kremlin narratives in Latvia. The outlet was just lately engaged in an effort to ban a cell app launched by the Latvian State Language Middle that permits customers to report good and dangerous examples of Latvian language use. Vesti.lv is now making strikes to consolidate its maintain on pro-Russian and digitally native retailers in Latvia.

One outlet which was concerned within the anti-language app marketing campaign and now beneath vesti.lv is focus.lv, which now redirects its readers to Vesti.lv by way of a subdomain at ru.focus.vesti.lv. The trouble is a pure progress for a media firm, as consolidating closely trafficked web sites permits Vesti.lv to develop its on-line readership statistics and rank larger on content material discovery instruments, like Google search. Nevertheless, the technique additionally provides to an already polarized political debate throughout the Baltics.

(Supply: @DFRLab)


On February 1, the Centre for East European Coverage Research offered a examine on how worldwide occasions are portrayed in Latvian on-line information portals. The complete report concluded that Vesti.lv was the one Russian language media outlet in Latvia out of six surveyed that was clearly pro-Kremlin. The opposite two Russian media retailers — the Russian language variations of Delfi.lv and Tvnet.lv — had been categorized as “hybrid”.

The authors of the examine concluded:

The content material evaluation knowledge means that Russian-language portal editors are usually extra more likely to intervene with the unique headings of the republished articles, i.e. together with stylistic adjustments, they have an inclination to introduce ideological changes, for instance, localizing worldwide information, presenting opinions as details or lowering the emphasis on the causation and penalties, which may contribute to the detrimental picture of Russia. Such ideological interventions are most frequently seen in Vesti.lv publications.

One side that continues to be unclear is who owns Vesti.lv. In March 2017, the Baltic Middle for Investigative Journalism (Re:Baltica) revealed an article, which advised the outlet’s dad or mum firm Media Nams Vesti is formally owned by Ludmila Kalashnik. Nevertheless, Russian-language journalists in Latvia consider the true proprietor is her associate Eduard Yanakov, a rich former member of the Russian State Duma.

The present editor-in-chief of Vesti.lv Pavel Kirillov was beforehand editor-in-chief of two main Russian print newspapers in Latvia — Chas and Vesti Segodnya. The retailers merged in 2012 and later rebranded to easily being Segodnya.

At present, Media Nams Vesti is printing 9 media retailers, together with the day by day newspaper Segodnya.

Although no direct Russia-state possession was recognized, the content material evaluation carried out by the Centre for East European Coverage Research recommend that Vesti.lv systematically unfold pro-Kremlin narratives in Latvia.

Digital viewers progress

As of November 2017, Vesti.lv had 229,802 distinctive guests. It positioned it among the many high ten Latvian information websites in keeping with market analysis company Gemius Latvia. In December, Gemius Latvia reported that Vesti.lv achieved 283,644 guests, which was the biggest viewers improve amongst high 25 web sites with Latvian domains.

Title translated from Latvian: “Viewers percental change of Prime 25 net pages”. (Supply: Gemius.lv)

Continued will increase in views all through January 2018 made Vesti.lv rank because the 27th most visited web site in Latvia in keeping with an internet site evaluation instrument SimilarWeb.

(Supply: Similarweb.com)

Based on SimilarWeb, focus.lv is the fifth most typical search time period to drive natural visitors to the vesti.lv web site. Focus.lv was once a Latvian clickbait information web site, however it now redirects to the Vesti subdomain focus.vesti.lv. This subdomain makes up over 22 % of general Vesti.lv visitors.

(Supply: Similarweb.com)

The historical past of Focus.lv

Web archive knowledge advised that the web site Focus.lv and its Russian model ru.focus.lv had been launched in February 2017. The web site modified its area to the Vesti.lv subdomain on November 30, 2017.

(Supply: WayBackMachine)

There’s not a lot details about the present proprietor of the focus.lv area. The one publicly out there details about the proprietor is an e-mail deal with latviafocus@gmail.com and a telephone quantity. Whereas this isn’t a lot to go by, the area’s historic knowledge advised that it was hosted on a server along with a number of domains of curiosity to the @DFRLab — together with nozagts.com and ukradeno.com, and tomajoki.com and shutkitoma.com.


Nozagts.com is a clickbait web site in Latvia. On December 2016, Latvian blogger Janis Polis revealed a weblog put up on the folks behind the nozagts.com web site. The weblog put up claimed that the websites proprietor was Ivan Stalnoy, a former chief of a youth group Solidarity, who organized protests towards secondary training taught solely in Latvian language in 2001.

In 2008, Stalnoy labored as an actual property dealer at an organization run by a Russian citizen Valery Engels. Engels’ group The World With out Nazism was later accused by the Latvian Safety Police of selling Russia’s propaganda in Crimea.

In 2009, Stalnoy defended a former journalist and present European parliamentarian Andrejs Mamikins, who was accused of selling hate on tv between ethnic Russians and Latvians. @DFRLab beforehand reported about Mamikins’ actions defending so-called “Russian faculties” in Latvia.

Shortly after Polis’ investigation, Latvian investigative journalism TV present De Facto found that Stalnoy consulted Riga municipality-owned public transport firm Rigas Satiksme for 3 years and was employed in one other Riga municipality-owned actual property firm Rigas Namu Parvaldnieks. The present advised that Stalnoy was employed in these corporations due to his connections with the Harmony social gathering — the preferred social gathering selling the Russian language neighborhood’s pursuits in Latvia.

Most just lately, as investigated by Re:Baltica, Stalnoy labored as a advisor for Vesti.lv to assist promote the location’s content material on-line.

Nozagts.com + Tomajoki = Focus.lv

The present visitors acquisition from Focus.lv adopted an analogous sample to what Nozagts.com did in December 2016.

Based on a Google search, the primary publication with the nozagts.com area was on November three. It used the subdomain tomajoki.nozagts.com.

(Supply: Google)

Tomajoki or tomstv.lv was the 15th hottest webpage in Latvia in 2016. Its content material was principally clickbait leisure and web jokes.

It’s troublesome to confirm whether or not the area tomstv.lv redirected to tomajoki.com (a site hosted on the Focus.lv server), nonetheless, the Wayback Machine net archive confirmed the webpage tomstv.lv existed till June eight, 2017.

(Supply: WayBackMachine)

The Nozagts.com area functioned a minimum of till September eight, 2017, so it’s doubtless that tomstv.lv redirected to nozagts.com area after it was acquired by Ivan Stalnoy on December four, 2016.

Since February 2017, Focus.lv created a minimum of 5 new subdomains utilizing variations of the Tomajoki and Nozagts.com manufacturers.

(Supply: WayBackMachine)

The preferred Focus.lv subdomains had been Tomajoki and Ukradeno (“nozagts” interprets as “stolen” in English and “ukradeno” in Russian).

(Supply: SimilarWeb)

Nonetheless, the community of internet sites and elevated visitors confirmed the principle performance of Focus.lv area now’s to extend Vesti.lv digital rankings.


The professional-Kremlin media outlet in Latvia Vesti.lv began to accumulate the readership of clickbait web site Focus.lv since a minimum of November 30, 2017. Traditionally, Focus.lv gathered the viewers of two clickbait websites Nozagts.com and Tomajoki. Whereas Tomajoki was publishing leisure and web jokes, Nozagts.com was writing about social and political meters with a bottom-line that every thing was dangerous in Latvia. Nozagts.com turned well-known after Latvian journalists found its reference to pro-Kremlin activist Ivan Stalnoy, who just lately consulted Vesti.lv to assist promote the location’s content material on-line. The info by the online analytic instrument SimilarWeb confirmed that Vesti.lv visitors is rising.

Whereas the technique of area consolidation and viewers progress is pure for any media firm, significantly a digitally native outlet, strikes by vesti.lv demonstrated potential for extra coordinated content material on politically polarizing subjects throughout Latvia.

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