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“No, we didn't live in illusions”: Natalya Rodikova on the rebirth of Domashniy Ochag magazine
In early March, international publishing houses revoked the licenses of most glossy publications published in Russia. One of them was Domashny Ochag, now it will be released under the name Novy Ochag. We spoke with its editor-in-chief Natalya Rodikova about the “divorce” from the American publishing house and the future of the new magazine, as well as how to write about feminism and inequality for a conservative audience and why there is still room for this agenda in Russia
Natalia Rodikova became editor-in-chief of Domashniy Ochag magazine in February 2015. During its work, the publication has become one of the leaders of socially oriented journalism in Russia due to the systematic coverage of the problems of the third sector and the gender agenda on its pages. In particular, in June 2021, the editors released a resonant issue dedicated to the topic of domestic violence, with Margarita Gracheva on the cover - a girl whose husband chopped off her hands. Another issue was devoted to the problem of the accessible environment, where Fatima Medvedeva and her two adopted boys Gor and Dima appeared on the cover - diagnosed with Spina bifida (a severe congenital malformation of the spine. - Forbes Woman ). In March 2022, the Hearst conglomerate revoked its licenses from Russian publications, among which was Domashny Ochag. In May, it became known that the media holding Independent Media will restart publications that were previously produced in partnership with Hearst, but the names of the projects will change. About how the parting with the old brand happened and what the future holds for the new magazine, Natalya Rodikova told the editor-in-chief of Forbes Woman Yulia Varshavskaya.
Finished reading here
Natalya Rodikova (center) (Photo by DR)— Natasha, after two months of silence, you announced that Home Hearth is being reborn into New Hearth. How did you come to this and what is happening with the magazine now?
- What is happening is that the market as a whole knows: the Americans revoked our license some time ago. For some time we were negotiating on the terms on which we parted. The divorce process is never quick. I must say that in many points they behaved decently - for example, most of the content from the site moved with us to a new domain.
Of course, we can no longer use the name "Firehouse". This is quite painful for me and for the whole team, because the important things that we have done over the years of work - and especially over the last couple of years - are associated with this name. And now we need to clean not only from the site, but also from our consciousness that we are no longer a “Household”.
— What does this really mean?
- We have registered a different name - "New Hearth", moved to another domain. It was all painfully thought out, coordinated. In some cases, the team was against it, in others, the owners. It was not easy, as one would expect. But in the end, we became the "New Hearth" - and we plan to release printed issues under this brand. As for online, our traffic hasn't even fallen very much. Of course, he sank a little for a couple of days after the move, but not globally - not in the way we feared.
- So, in fact, you do not need to re-collect the online audience?
— No. It has remained with us, and we hope that it will be preserved. But it is obvious that now content consumption is different - no one visits the site specifically, only successful distribution channels are important.
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— Have you saved your social networks?
Yes. We have a rather pleasant agreement with the Americans that we have renamed ourselves, but retained all our subscribers. Moreover, in the course of the “divorce” and this parting with the brand, a sudden thought dawned on me that now is the season of summer cottages - and should we open an additional channel? We opened the Dacha, Home, Garden channel, and its audience began to grow very quickly, especially in Viber, which has not yet been banned by anyone: 200,000 subscribers have appeared there from scratch in a few weeks, who are actively liking and reposting. I would never have thought that a Viber channel could be so popular, but experience has shown otherwise.
— How did you react to the news that your license was being revoked? Do you remember this moment?
- I remember very well, because I had a premonition that this would happen. All foreign brands started to leave. And it was clear that some serious conversation would take place - our media definitely could not continue to work in this mode under an American license. I was sad, but this, of course, did not apply to Hearst Corporation (the American publishing company that owns the Home Hearth brand. — Forbes Woman ), but to the general situation. Because for some reason we all turned out to be her hostages, but for what?
When we were officially announced about the suspension of work, then there was only expectation: what will we agree on, will we be able to continue working, will we be able to save the brand? There was no moment of depression, because immediately there was hope for a more or less worthy "divorce", we hoped that we could continue our work under other brands.
Of course, even now I don't know how everything will go on, how we will continue to work under the new brand. So far, we in the team have tried to be as inspired as possible by the very fact that it turned out. We cheered ourselves up with these small successes: now we have approved new names. Here we put our meaning into them. Here we understand what to do next. Here we see the reaction of our advertisers, who previously asked what would happen next.
— Why the New Hearth? In general, what were you guided by in the publishing house when choosing titles?
— The vacancy of the name was also important, and the vacancy of the corresponding domain, and the agreement of the Americans that we are not duplicating the original name, we are not trying to mix with it. At the same time, the main task was still to try to convey continuity, and I can say that it was at Ochag that this turned out to be the maximum possible. We left the word "hearth" because we wanted to keep this idea that we are a space of support and warmth. "New Hearth" was immediately a favorite. Of course, they sorted out various “family-cozy” epithets, but they were all terribly old-fashioned, and we didn’t want that at all. On the contrary, we wanted to make it even more articulated in which direction we want to move. "New" - because women today face new challenges and new tasks every day, and we are learning to solve them in a new way. And in general, I can hear Novy Mir pleasantly in this, I see this magazine in the hands of Khobotov in the film Pokrovsky Gates, it seems there to be a symbol of renewal, something fresh, bright. But, of course, there will be no cardinal change of course. I really, really want to be the editor-in-chief of the practical journal "For Life". And I really want even more different women to tell us their stories.
Even when you write about recipes, it turns out that you must have the right optics
— If we go back to the history of your work, then in fact you and the editors made a revolution in Domashny Ochag, making a real social media. And maybe it was done in some sense in defiance of the American brand. What will happen now?
— On the one hand, I agree, and I'm glad to hear it. On the other hand, when I was offered to become the editor-in-chief of a publication called Home Hearth, I immediately looked at what the American and British divisions were writing about, and I saw what a great potential there was. They are actually very social. They are focused on the "little man" - in a good way. This is always maximum support, there are always many real stories. Moreover, such stories, where a big social problem is revealed through some small private thing. I was struck by a lot of stories, in particular, cool texts about women politicians.
But what struck me most was the potential of human stories that can be told in such a way that you end up making a difference in society. An interesting aspect of Domashniy Ochag that I rarely talk about is that it was an absolutely practical magazine. He gave women practical advice - about life, about children, about work, about everything. And what I had seen before on Russian soil had such a taste of house building.
— How can you make your beloved husband happy by cooking dinner for him?
- Yes! That is, even when you write about recipes, it turns out that you must have the right optics. An optic that allows you to be a person who loves to bake pies without losing your dignity. First, you can be at least a man, even a woman. Secondly, if you are a woman, love to bake pies and read about it in a magazine, you do not have to feel humiliated while doing this. It seems to me that in the last couple of years we have managed to develop a good language, find the right voice.
From the point of view of the brand, Domashny Ochag has been in an exclusive position for the last few years. We did not coordinate our covers and our themes with the American office - we just stopped doing it at some point, because I am not a very organized person.
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— Will you develop the social agenda in Novy Ochach as well?
— It was a very good turning point. It seems that all progressive colleagues in the media perceive us as a feminist and social mouthpiece.
- That's true.
- But I don't want to be a mouthpiece - in that sense. I do not want to write on these topics literally, because it seems to me more important to change the everyday language. More global things formulate other buildings. One day, my friend, congratulating me on my birthday on social networks, wrote that it was easy to push the FEM agenda to Wonderzine readers, and you should try to do the same in Domashniy Ochag.
- Or in Forbes.
- Or in Forbes. Therefore, I would like people to simply not have the opportunity to think in clichés.
- Do you think that in the new world that is being formed right now in Russia, is there a place for this language and this conversation? People who were involved in the feminist and social agenda are now feeling a colossal devaluation and do not see the future. And you need to restart the media against this background.
- I am very frustrated with the depreciation that they are trying to impose on me. But at the same time, I feel inside that I have not changed. And those who listened to me have not changed, so I can still talk to them and write for them. Both feminism and the social sphere are closely connected with what is happening in society. It seems to us that there is politics, economics, global issues. But all these global things move very small things. It is very important for me to keep talking as long as I can. And there is always a place for this conversation - without breaking the law. Naturally, you have to maneuver. But so far so.
— But it looks like you'll have to maneuver more and more. This includes self-censorship.
- We have always been quite cautious, because our readers, let's say, belong to the more conservative part of the Russian population. And the point is not that there is no need to stir them up, but that I myself am from this environment: I had very conservative views for quite a long time. I know how it works, so I don't want to hurt our readers. I know that being too radical causes understandable aggression in this audience and does not work to change their thinking. At some point, radical people appeared in our editorial office who told me: “Natasha, wait, you yourself said that we have guidelines.” I answer: "Yes, but let's do everything carefully and calmly, because we should not turn people away and offend." Therefore, I am not very fond of, probably, a part of feminists - they do not consider me a feminist.
- A huge part of the advertisers who supported your values simply physically left the market (or did not leave, but closed all advertising budgets). How will you build the economic model of the publication?
- Does anyone have an answer to this question now?
— No!
- Neither do I. There are certain hopes and expectations, and they are partly based on what the advertiser is broadcasting to us. After all, we managed to accustom our partners to what we are.
We write a lot about women in the regions - the most simple, different. And suddenly they became interesting to our advertisers. Not some plastic non-existent woman from advertising posters, but a real living woman. And I irritate my advertising department all the time talking about these heroines. Of course, this made an impression on many brands, because we told them: your pads are bought not by ideal poster girls, but by these real aunts from the regions. And now this audience will become even more important for them. Therefore, we have hope that the advertising market will survive and that we will be interesting to him. But otherwise I, like everyone else, know nothing about the future.
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— You say that you formulated the language and agenda of Hearth and Home about two years ago. It seems to me that around the same time, in general, there was a tectonic shift in the Russian media space, which changed the attitude of brands to the social and femp agenda. Before that, there was a different conjuncture, a different market. What then happened?
— It seems to me that it all started with the very scandalous Reebok campaign (in 2019, Reebok launched a social campaign, one of the slogans of which was the feminist phrase by Zalina Marshenkulova “Switch from the male approval needle to the male face.” — Forbes Woman ). Suddenly, the social and feminist agenda, some important things began to be discussed by everyone - both the media and advertisers. In my opinion, that's when the shift happened.
- But then it caused an incredible wave of hate.
— But right after this campaign, it became clear that you correlate brands and their values. I think that's when it worked. And then corporations, and even luxury, joined this trend.
But, of course, this did not happen at once because of the Reebook campaign - a critical mass has accumulated, also due to the fact that for many years our poor feminists have thrown their bodies into the embrasure of obscurantism.
— And then suddenly a fantastic thing happened: over the past two years, we, in fact, tried to catch up with what happened in the West for 15 years, or even more, in terms of tolerance, feminism, inclusion, social responsibility. And in certain circles it began to seem that we were almost catching up. But then something happened that happened, and our brave new world began to crumble before our eyes. It turns out that we lived in illusions?
- No, we did not live in illusions, definitely not, this is wrong. We lived in a normal world that we ourselves created.
— But he was small?
— No, not true. Look, for example, at how the culture of attitudes towards children has changed. We have all seen how it has gradually changed in recent years. I was once the editor-in-chief of the parent channel, and I had a bunch of subscriptions to parent publics. Now it is impossible to say that a child can be beaten. It has become a socially condemned phenomenon. Now we are discussing how to deal with guilt if you yelled at a child. And this is a huge progress. Even parental chats, which have always been a source of universal evil, began to change!
Perhaps some people from above devalued this progress and made people afraid to speak their mind. But this does not mean that we lived in illusions - no. Because we have formed a new way of thinking, we have seen its manifestations. And the fact that all this can be ruined very quickly and make people afraid is true, unfortunately.
Natalya Rodikova (Photo DR)— How did you yourself get involved in the social agenda as a journalist?
— I am a teacher by education. And she got into journalism by chance, when in her last years at the Pedagogical Institute she went to a casting for television. At some point, the social program itself came into my life, because 16 years ago I became a foster mother and I needed a lot of support, I started reading a lot on this topic. And then I became the editor-in-chief of the channel for parents, thanks to which it quickly became clear to me that it was important to develop a humane attitude towards parenthood. Together with Vera Shengelia, we even did a talk show called “Citizen Parent”, where we raised various social topics.
My children were not easy. And since I was a parent without great financial resources, it was clear to me how the problems of children are connected with what is happening in society. That's why I was so worried about all this. I was one of the millions of Russian parents who are forced to solve the same problems because the system is not built. And “Household” seemed to me the place where you can try to solve these problems systematically and through the media.
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— What was the attitude towards foster parenting 16 years ago and what has changed over the years?
— We became adoptive parents in a big company — right now, a whole crowd of volunteers, who started going to orphanages in 2003, got their children for a couple of years. Probably, my environment was always quite comfortable - we were not some very exotic characters. Well, yes, in new companies they were surprised and always with a touch of “here you are the heroes”! It was “not very” to me, because - well, we were rather stupid as foster parents and every day we felt that we were fools and bad people (oh, how much you discover in yourself, becoming a parent!), not heroes a damn thing. With such an idealization of adoptive parents (at least in the eyes) I came across for a long time. Then there were more and more of us / them, and somehow, it seems, the enthusiasm subsided. This is good: idealization sets the entry threshold too high. People don't even think of themselves in that sense. And really different people can be a good foster parent.
Another thing is that everything should be arranged more professionally. A lot of preparation, a lot of psychological support, no selection of a child for parents, just the opposite - because he, who survived the loss, lonely, crippled, often needs a supportive close adult. Important - a resourceful adult. This should become the main theme, and not pink fantasies in line with “love heals everything”, “the heart should skip a beat”. In this sense, Lyudmila Petranovskaya and her colleagues from the Institute of Family Organization, Lena Alshanskaya from the Volunteers to Help Orphans Foundation and many of their colleagues in this field have done and continue to do a lot of work.
Where the negative attitude towards adopted children is still hard to change, it is at school. But at school, and for the most part, blood children are treated with suspicion and disrespect. So here acceptance is just another reason to cling to the child and explain everything to his past: “ah, well, everything is clear.” Yes, understandable, but why should it be interpreted in this way - as an accusation to a child? A difficult child is one who finds it difficult, I took it out of Petranovskaya's blog at the time. It doesn't help a damn thing with your emotions when you're raising your kids, though. Therefore, I repeat, there should be a lot of professional support.
It seems to me that the most monstrous situation occurs not in families, but in schools
— How did you get used to the role of editor-in-chief of a glossy magazine with such an attitude?
— I remember a funny moment when, in the first months of my work as editor-in-chief, I came to the radio to give interviews, and the hosts told me: “Natasha, how is glossy journalism doing in 2015? We remember the times when people came from your publishing house in golden Mercedes and banged on the table with their Rolexes.” I answer: "Guys, yes, I came by subway."
By the time I was appointed, the “fat” times had passed, so I definitely didn’t taste the delights that I know about as myths and legends, when I was taken out by whole editions somewhere to the Maldives. For me, gloss is when you have a cool layout, a good team, money for cool shooting. This means that you can do well what is important to you.
— It seems that they started talking about Domashniy Ochaj as a top social and femis publication after the cover with Margarita Gracheva?
— Yes, but I was so bewildered: we've talked about all this before! What didn't you see? But, of course, it's one thing when you talk about it inside a magazine, and another thing when you make a cover with a woman with a prosthesis, dedicated to the law on domestic violence, removing all the pies and cottages from the takeaways.
Margarita Gracheva on the cover of Domashny Ochag magazine (Photo by DR)— I heard you say that she caused a hate on social networks.
- Everything that was written in our social networks was very positive. I saw the hat only on other resources, mainly in male publics. The problem was elsewhere. In the first few days everyone interviewed me, I heard only “wow” and compliments. I was so euphoric! And then Margarita posts the cover at home - and I suddenly see what's going on in her comments. There is hell. And I felt so ashamed. Because I understand that here we are - the media, which, as it were, earned its social capital on Rita. But Rita has been living with this for many years. And she perfectly understood what the reaction would be, because each of her appearances in the media is a kind of manifesto against domestic violence. But when you see with your own eyes that they write to a living person, whom you put on the cover, whom you used as a banner, this is a complex feeling. Because at this moment an idea and a living person grow together in you.
— Why is there such an attitude towards domestic violence in our country?
- This is definitely not a feature of our nation. It's just that we just recently emerged from the dense forest. I think this is a natural stage of development for any patriarchal society. Yes, we are late. It seems to me that even a little more - and it would simply be indecent to speak publicly about it. Culture is just about this: you can think whatever you want, but slowly cultural norms teach you to behave. The next generation already perceives the new norms as natural. I had certain hopes about changing attitudes towards violence.
— Will we find ourselves in a society where violence is the norm?
- I don't know. For now, we're holding on. And it seems that so far we manage to keep a decent face. How long this will last is unclear. And how long we'll last, I don't know. But it is very important not to fall back into this monstrous pit when violence is the norm.
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— Who or what does it depend on?
- From those who give us messages from above. I believe that the messages that are embedded in the general rhetoric have a strong influence on people. When you go out and start saying some humanistic things, people suddenly realize: “Oh, you can be human!”
Another thing is the very level of aggression, with which something needs to be done. But there are many factors here. This problem is less dependent on messages from above. This is influenced by the level at which psychotherapy is now, the level at which we have pedagogy, what is happening in schools.
The most horrendous situation, it seems to me, is happening not in families, but in schools. We talk a lot about violence against women. But we are not talking about violence against children. In fact, women often beat their children. Even very good women, very progressive, famous and so on. For example, I first spoke about this two years ago: I beat my children when they were small. I grew up in an environment where this was normal. Slapping a child is okay. It took me a tremendous effort to remake all this within myself. Therefore, talking about violence against women is very important for me, but I would not separate it from general violence - against children, men, the elderly of both sexes.
— What will happen to the third sector, in your opinion?
- I'm so scared to think about it seriously. Because a lot of my close friends work in the third sector. Literally tonight, my friend wrote to me: “Nam Khana.” No fees, no help. But here I want to hide behind a habitual thought that saves me: the coolest guys in Russia work there, who in recent years have resisted everything bad that society and the state have done. They endured so much, they sought systemic changes in conditions of poverty, they fought with officials, they collected money, created the best technologies. Is it all going to stop now? I see them as superheroes. Perhaps I am an optimist. The thought of a pendulum calms me: once it swung in this direction, it will swing back.
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— Do you think we managed to normalize charity in Russia?
- I want to believe it. I remember how six years ago I came to our school and said: “Let's do “Children instead of flowers” (a charity event by September 1 from the Vera and House with a Lighthouse foundation, when instead of buying flowers for a teacher, parents make a donation. — Forbes Woman ). And the parents did not understand at all what I was offering them and how they could give money to the fund instead of a bouquet for the teacher. And now everyone understands how it works, they want to collect something, transfer money to someone. I see how things have changed in recent years. I am an optimist, sometimes this is unfounded optimism, but it helps me formulate important things.
- How do you feel about the discussion that we, as representatives of the media - especially socially oriented ones - have not completed something?
- I don't think so. It pisses me off and infuriates me. We said everything we could say, exactly. We are not the power here. The fact that we have undereducated civil society is also not true. To what level they could, to such a level they were brought up - and quite seriously. Look around! It seems to me that we managed to articulate, speak, and formulate the most important things. We managed to tell a billion great stories. So the short answer is: no, I don't feel guilty that we didn't finish something.
90,000 ESQUIRE, COSMOPOLITAN, COMPOL, Men's Health new names Independent Media May 6, 2022 Roskomnadzor - May 6, 2022
Society
May 6, 2022, 18:15 9000 3 comments 9 updated the names of Esquire, Home, Cosmopolitan and Men's Health, owned by the Independent Media media holding. This became known on May 6 from the data on the website of the department.
Cosmopolitan became Cosmagazine, Men's Health - Men today, "Firehouse" became "New Hearth", and Esquire was named after the most famous section of the magazine - "Rules of Life".
Natalia Vesnina, director general of Independent Media, said that the company would continue publishing magazines, but under new names. The renaming is connected with the revocation of the license of the American media group Hearst Magazines from the holding.
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