In Soviet days, subscriptions to newspapers and magazines were official indicators of people’s well-being. Statistical reports on the standard of living in the "cradle of communism" listed subscriptions on par with the possession of TV sets, washing machines and vacuum cleaners as signs of "steady and permanent improvement" of quality of life in the Soviet Union.

Every spring people were persistently reminded that the next subscription campaign was to start in September, and it was about time to make up one’s mind on a list of newspapers and magazines. It was considered somewhat shameful for a member of Soviet society to ignore this prompting: Asked how many publications one had subscribed to, it was improper to reply "none." Subscription catalogues were available not only at post offices but at every workplace, and people enjoyed the opportunity to flip through these catalogs and finish subscription formalities during work hours.

Though the prices were relatively low – daily papers cost as little as 2-3 kopeks per copy and annual subscriptions were around 5-7 rubles – the month of September was noted for subscription expense. The average Soviet family subscribed to five to 10 newspapers and magazines, so the total cost was 30-70 rubles, which was 20-50 percent of the average monthly wage.

Members of the Komsomol and the Communist Party were obliged to subscribe to daily newspapers Pravda and Komsomolskaya Pravda and monthly magazines Partiynaya Zhizn (Party Life) and The Communist. Toilet paper was in short supply in those days and many of those who loved to call themselves "devoted communists" would put such newspapers and magazines to use without even flipping through them.

Nowadays there are lots of periodicals featuring news and analysis, politics and business; there are full-color tabloids filled with show-biz gossip, and there are editions focusing on the arts, culture, health, beauty, fashion, hobbies, etc.

The situation in Russia today is far from ideal when it comes to freedom of the press. The media market is heavily monopolized and mostly controlled by a handful of oligarchs. Nonetheless, there is no comparison with how it was in the Soviet Union when all papers were virtually identical, reporting thoroughly censored information.

In terms of the price/average-wage ratio, newspapers and magazines are about three times as expensive now as they were in the Soviet Union – and so are subscriptions.

The price factor, as well as the factor of choice, prompts most people to buy individual copies rather than subscribe. Also, the frequent changes of ownership and control of periodicals makes it difficult to have a definite list of favorite and trusted publications.