When it comes to influencing American opinion, Moscow has an option for every audience.

For those seeking the trappings of Western journalism, there's Russia Direct, a small, Kremlin-funded online-only outlet with the motto "turning monologues into dialogues." And true to form, each Russia Direct story offers readers an alternative article that gives a different, though not always opposing perspective.

Pavel Koshkin, the site's editor-in-chief, says he's trying to reach well-educated Americans he calls "experts."

"Experts are by definition skeptical," he says. "We should persuade and, instead of imposing an agenda, just try to provide both points of view. Maybe it's risky sometimes, but we're just trying to do well-balanced journalism."

Balance might be hard to achieve given that Russia Direct is financed by the Russian government. Its newsroom is situated inside the headquarters of the government's official newspaper Rossiyskaya Gazeta, or Russian Gazette.

"Regardless of the fact that we are based in Moscow, in the editorial office of Rossiyskaya Gazeta, Russia's official newspaper, they don't influence our editorial policy," Koshkin says.

The Lomonosov Moscow State University graduate is unimpressed with RT, the Kremlin's English-language television network.

"I'm not a big fan of this kind of — I couldn't even call it journalism," he says. "I don't think that they should follow this agenda because it's very very one-sided, and lacks objectivity."

Koshkin formerly worked as an editor for the English-language media outlet, Russia Beyond The Headlines. He says at Russia Direct, he heads a "tiny" editorial team that "targets a very narrow circle of experts."

He acknowledges that the election in the US of real estate magnate Donald Trump complicates his news agenda.

"I don't like Trump personally," he says. "But most Russians, they do like such style of leadership."

And how would Russians describe Trump's style of leadership? According to Koshkin, they see Trump as "a strong guy who would like to make American great again. This slogan echoes Putin's. Russian people tend to support the paternalistic style of leadership."

Asked if the Russian leader and the US president-elect are likely to find much common ground, Koshkin isn't optimistic.

"There might be a machismo-like rivalry," he says. "Putin and Trump, they do have personal chemistry. But in the case of a clash, it might be disaster. Trump is whimsical, he's mercurial, he's totally unpredictable, and maybe some Russians underestimate this fact."