Komsomolskaya Pravda, which was created by Stalin in 1925, was an organ of the Communist Party until 1991. From a single newspaper, the brand has developed to encompass a website, a tabloid, radio stations and TV, and is now the largest publishing house in Russia, and has the eighth-largest news site in Europe.

“To become this, we learned from presentations at conferences like this,” Sungorkin said.  “We borrowed ideas such as selling books or CDs to accompany the newspaper, as La Repubblica does.”

To support this multimedia business, Sungorkin said that Komsomolskaya Pravda has  “created a universal journalist who works on print, online on radio and on TV.” That kind of work is more suited to some journalists than others, of course, but Sungorkin said the divide is not necessarily along age lines. There are problems with some poorly educated younger journalists, while a 65-year-old print journalist has become a multimedia star.

You may download Mr Sungorkin's presentation on slideshare.