Meduza always tried to target young, cosmopolitain audience of Russia whereas Novaya Gazeta aimed at the older crowd of people who wanted democracy starting fro

Meduza always tried to target young, cosmopolitain audience of Russia whereas Novaya Gazeta aimed at the older crowd of people who wanted democracy starting from 80s, didn't get it, hence bitter and generally blaming Russian people for that. Meduza's crowd is pretty sour right now so it's quite possible they converge.