Housing

In the near future, the partnerships of housing owners (HOA) in Moscow will be able to receive income not only from the premises for rent, but also from advertising houses in the near future advertising. The corresponding order was prepared by the Committee on outdoor advertising, information and the design of Moscow. As the Committee Chairman Vladimir Makarov told the newspaper, the document according to which outdoor advertising operators will conclude agreements with the HOA board bypassing the city authorities and desi, has already been sent to the mayor.

However, in addition to the benefit, which, undoubtedly, will receive the owners of the houses, the residents will also expect a great responsibility. “When concluding an agreement with an advertising distributor, HOAs are also assumed by certain obligations. For example, so that electricity in the house is always in good condition, since advertising structures are usually highlighted,” the official emphasized.

How much the city will lose on this innovation and, accordingly, the residents will acquire, Makarov did not specify. Expert assessments about the number of advertising structures on the buildings of residential buildings are serious. According to the President of the National Association of outdoor advertising and information of Sergei Zheleznyak, this amount does not exceed 7% of the total advertising, while the general director of Espar Analytical Andrei Berezkin is sure that this is a fifth of the area of all advertising surfaces.

Reluctantly voiced by the players of the outdoor advertising market and the cost of placing shields on houses. As one of them admitted to Gazeta, the operators do not really want to make prices so as not to warm up the appetite of the HOA members. However, according to him, a monthly rental of a good place for an advertiser can reach up to 20 thousand dollars. In European countries, the owner of the area receives 20-25% of this amount. This may well cover about a quarter of the costs of residents for maintaining the house.

Today, according to the deputy director of the New Square company Yevgeny Yakubovsky, in Moscow, the weighted average fee for maintaining a house in an economy class is 15.5 rubles per square meter. meter. That is, for an apartment of 60 square meters. meters will have to be laid out about 900 rubles, not counting utility bills. The costs of business class residents increase at least twice: from 1 to 3 dollars per square meter. meter. Take the middle area of the house - 20 thousand square meters. meters, monthly fee - dollar per square meter. meter. If, under these parameters, residents will receive about 5 thousand dollars per month for advertising, then their rent will decrease to 75 cents per meter of area.

However, according to Oleg Bogatov, a marketing adviser to the Decra-Group Holding Holding, if there are quite complex designs on the roofs of houses, then for the coordination of the owner, the owner will go away with an ideal situation of 3-4 months, and the costs will amount to about 10 thousand dollars. Bogatov also warns that when light advertising on the Mosenergo building appears, a preferential tariff for electricity consumption can be canceled for residents. The owners of elite houses are also unlikely to be interested in such an advertisement. According to the deputy general director of KV-Engineering, Vitaly Vilensky, the status and position of residents of expensive houses will not allow them to place advertising on buildings.

04/13/2006 / Denis Pumpulov, Olga Vinogradova, the material was published in the "newspaper" No. 65 dated 04/14/2006.