It's funny how they're afraid to even mention the surname. This is the district newspaper of the Northwestern Administrative Okrug (district), with a circulation of 300,000 copies. Similar ones were published all across Moscow.
Maybe Sobyanin has the cultural coding of his Mansi ancestors working on a subconscious level. Like, don't say the word "bear," or it'll come to the camp, eat all the dried fish, and ruin the marten pelts. As recently as yesterday, the article "Sobyanin Seeks Contact with Hipsters" was very popular. And now there's already a good campaign poster:
(from here) There's this one too, but it's not exactly safe for polite company. Hipsters will like it.