“Branded content uses the strength of storytelling to provide a valuable benefit to advertisers”.
Exclusive Interview with New Times Magazine Publisher Sergey Ivannikov
With so many ads and messages competing for our attention every day, the ones that truly stand out are the ones that tell a story. Storytelling turns advertising into something more than promotion—it creates emotion, connection, and trust. Instead of simply selling a product, branded content invites audiences into a narrative they can relate to, remember, and even share. To explore this idea further, we sat down with Sergey Ivannikov, Publisher of New Times Magazine, to discuss why storytelling is essential for advertisers and how it shapes meaningful engagement.
Sergey, as Publisher of New Times Magazine, how do you see the role of storytelling in modern advertising?
Storytelling transforms advertising from a sales pitch into a human experience. People may forget your company name, how looks your logo, company slogan or price points, but they rarely forget a good story. When advertisers share their values, their journey, or the coalition of people behind their brand, they create trust and connection. That’s where the real impact happens.
Why is branded content such a powerful medium for advertisers?
Branded content uses the strength of storytelling to provide value beyond the product itself. It allows advertisers to speak to their audience in a relatable way—through narratives that inspire, educate, or entertain. Instead of interrupting the reader, branded content feels like part of their experience. That’s why it leaves a lasting impression.
How do your publications approach storytelling for advertisers?
We treat every advertiser as more than just a business—we see them as part of our community. Our editorial team works to uncover the unique story behind each brand. Whether it’s a family-owned company, an innovative startup, or a respected professional service, we highlight the human side of their success. That authenticity is what resonates with readers.
Each of our publications has a slightly different focus and audience. For example, New Times Magazine is our English-language publication. Here we promote in-depth profiles, business stories, and community features, helping advertisers reach a broad and diverse audience across California.
The Slavic Observer is published in Russian and focuses on the local Russian-speaking community. It’s where we cover news, culture, and businesses that matter to our readers who prefer to consume content in their native language.
The Community Directory is a very practical tool for California residents. It allows people to quickly find the services they need—doctors, realtors, attorneys, auto shops, and more. What makes it unique is that every advertiser also receives a complimentary professional profile in our publications. So it’s not just an ad; it’s their story being told.
And then there’s Russian Time Magazine, which speaks to the Russian-speaking population throughout the United States. It gives advertisers a chance to expand their visibility nationally and connect with Russian-speaking audiences far beyond California.
Together, these four platforms give us the flexibility to tell stories in multiple languages and formats, making sure every advertiser’s message reaches the right audience in the most effective way.
What advice would you give to businesses hesitant about investing in storytelling-driven advertising?
I would say—don’t underestimate the power of your own story. Every business, no matter the size, has a story worth telling. The journey, the challenges, the passion behind the work—these elements build loyalty and set you apart from competitors. Advertising isn’t just about visibility; it’s about connection. Storytelling achieves both.
Finally, what do you believe is the future of advertising in this storytelling age?
The future is about deeper engagement. Audiences want to know who they are supporting and why. It’s no longer enough to just put a product in front of people—advertisers who invest in storytelling will not only capture attention but also build long-term relationships.
At Russian American Media, we see ourselves as partners in that process—helping brands tell their story in a way that truly matters. And this is also one of the reasons we produce annual community events like the International Kids Festival, the Best Business Awards Ceremony & Gala, the Miss California International pageant, Community Partners Legislative Reception, and Christmas Lights For Underprivileged Children. These events give advertisers more than visibility; they give them a stage to connect with the community, share their values, and become part of memorable experiences.
In the future, I believe advertising will continue to move in this direction—toward authenticity, community, and storytelling that inspires real human connection. That’s the space where brands will thrive, and that’s where we will continue to lead.
I am always open to discuss particular cases with businesses or nonprofits, whether it’s finding the right publication, shaping a story that reflects their values, or building a presence through our community events. Every advertiser has a unique journey, and I believe in tailoring our approach so their story reaches the audience in the most effective way.
Call my direct line (916) 519-6461 or stop by our RAM Headquarters: 1851 Heritage Ln, Sacramento, CA 95815.
