Finnish Magazine Rate Cards

Pirkka

Pirkka is an everyday partner loved by Finns. Pirkka offers its readers inspiring ideas, helpful information and meaningful stories. The magazine helps the reader to make smart decisions and offers a commercially interesting environment.

Magazine's website: www.pirkka.fi Follow us :

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Kesko Oyj
Contact person	Armi Slotte 010 532 2276 armi.slotte@kesko.fi
Contact person	Katja Virtanen 010 532 2974 katja.virtanen@kesko.fi

Contact info

Publisher	Kesko Oyj
	Genero Oy
Visiting address	Risto Rytin tie 33 00570 Helsinki
Vastaava päätoimittaja	Sanni Jokinen

Circulation or copies

Copies	650000
Issues per year	9

Readership

Readership	1 635 000
Total reach	1 699 000
How many times read	1.6
Minutes of reading	39 min
Sources	KMT 2023

Tavoittavuusluvut ja sivulatausten määrät ovat kunkin kuukauden viikkolukujen keskiarvoja. Viikot määräytyvät osaksi sen kuukauden lukuja, jolle suurempi osa kyseisen viikon päivistä osuu. Yksittäisten viikkojen luvut ovat nähtävissä FIAM:in julkisella viikkolistalla.

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1 - 2	24.01.2024	01.12.2023	15.12.2023		Theme: Hyvinvointi & liikunta. Makuuhuoneen tekstiilit. Talvi-ihon hoito.
3	28.02.2024	08.01.2024	19.01.2024		Theme: Ulkopukeutuminen. Maalaaminen & tapetointi. Pääsiäinen.
4	27.03.2024	05.02.2024	16.02.2024		Theme: Kevätpukeutuminen. Puutarhan kevät. Hiukset.
5	24.04.2024	29.02.2024	12.03.2024		Theme: Kevään juhlat: kattaus, koristelu & tarjoilut. Piha, parveke, terassit & grillaus.
6 - 8	05.06.2024	12.04.2024	22.04.2024		Theme: Kesämuoti & -kauneus. Mökkeily. Lasten kesälelut.
9	28.08.2024	08.07.2024	22.07.2024		Theme: Syksyn sisustustrendit & pintamateriaalit. Paluu arkeen: hyvä olo & muoti.
10	25.09.2024	05.08.2024	15.08.2024		Theme: Roosa nauha. Lemmikit. Keittiövälineet. Talvikengät.
11	30.10.2024	04.09.2024	20.09.2024		Theme: Pikkujoulut: koristelut, tunnelmointi ja juhlamuoti. Isänpäivä. Meikit.
12	27.11.2024	07.10.2024	17.10.2024		Theme: Joululahja-ekstra. Mukava sisäpukeutuminen.

Advertisement rates

2/1

Position: Not specified

Size including margin: 434 x 297 mm

4-colour price 23000 €

1/1

Position: Not specified

Size including margin: 217 x 297 mm

4-colour price 12000 €

1/1

Position: Back cover

Size including margin: 217 x 297 mm

4-colour price 13230 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	217 x 297 mm
New size mm	217 x 297 mm
Bleed mm	5 mm
Number of colums	4
Column width	45 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	PunaMusta Oy , Forssa Print - Uusi

Technical info / material

Ad material delivery	https://astehelsinki.fi/ilmoitukset/
Technical data	Ilmoitusaineistot / Advertising materials: https://astehelsinki.fi/ilmoitukset/ Takakannen ilmoituksessa huomioitava osoitteen printtausta varten jätettävä koko lehden levyinen 30 mm korkea valkoinen tila Profiili: PSO sc-b V3

Readers: 1 635 000 / KMT 2023 Download magazine graphs (PDF)

Reader profile
Attitude towards advertising
Reading habits and advertising effects
Purchase process
Buyer profile

Reader profile		All 15+ %	Pirkka Readers %	Pirkka Amount of readers
Readership (KMT 2023)	1 635 000
Total reach	1 699 000
Sex	Women	51	66	1 079 100
Sex	Men	49	34	555 900

Native language	Finnish	95	96	1 569 600
Native language	Swedish	5	4	65 400

Age	15-24 y	13	4	65 400
	25-34 y	14	8	130 800
	35-44 y	14	12	196 200
	45-54 y	14	16	261 600
	55-64 y	16	20	327 000
	65+ y	29	41	670 350

Gender + age	Female 15-29 years	10	6	98 100
	Female 30-49 years	14	16	261 600
	Female 50+ years	28	44	719 400
	Male 15-29 years	10	2	32 700
	Male 30-49 years	14	7	114 450
	Male 50+ years	24	25	408 750

Household position	Lives at home with parents	7	2	32 700
	Lives alone	28	26	425 100
	Lives with spouse	37	43	703 050
	Lives with spouse and children	24	23	376 050
	Single parent	2	3	49 050
	Other	3	3	49 050

Grandchildren under 18 years of age	Yes	21	28	457 800
	No	38	49	801 150
	No answer (under 45 year olds)	41	23	376 050

Profession	Top Management	4	4	65 400
	white-collar worker, higher-level	16	15	245 250
	White-collar worker	12	13	212 550
	Worker	10	7	114 450
	Farmer	1	1	16 350
	Other entrepreneur	3	3	49 050
	Pensioner	31	43	703 050
	Student, pupil	11	4	65 400
	Homewife, home dad	0	0	0
	Unemployed	2	2	32 700
	Other	6	5	81 750
	No answer	3	2	32 700

Education	Elementary school	5	6	98 100
	Secondary school	7	6	98 100
	Vocational	28	28	457 800
	High school	14	11	179 850
	University of Applied Sciences	19	19	310 650
	University	27	28	457 800
	Something else	2	2	32 700

Size of the household	1 pers	28	26	425 100
	2 pers	38	46	752 100
	3 pers	14	13	212 550
	4 pers	12	10	163 500
	5+ pers	7	6	98 100

Household income (gross)	Below 20 000 € /y	11	9	147 150
	20 000 - 35 000 € /y	19	21	343 350
	35 001 - 50 000 € /y	20	21	343 350
	50 001 - 85 000 € /y	22	23	376 050
	85 001 - 100 000 € /y	7	8	130 800
	Over 100 000 € /y	9	9	147 150
	Don't want to tell	5	6	98 100
	Can't say / No answer	7	3	49 050

Decision-maker in grocery purchases	Yes	93	95	1 553 250
	Don't know	7	5	81 750
	Can not say	1	1	16 350

Housing	Apartment	32	28	457 800
	Row house or semi-detached house	15	16	261 600
	Detached house	47	51	833 850
	Farm	4	5	81 750
	Something else	1	1	16 350
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	83	1 357 050
	Rented residence	20	14	228 900
	Right of residence apartment	2	2	32 700
	Something else	1	1	16 350
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	40	43	703 050
	No	59	56	915 600
	Can not say	1	1	16 350

Using AdBlocker or similar application	Yes	19	11	179 850
	No	76	83	1 357 050
	Can not say	5	6	98 100

Number of cars in household	One car	45	47	768 450
	Two cars	32	33	539 550
	Three or more cars	10	8	130 800
	No car	14	11	179 850

PUUTTUU	PUUTTUU	22	25	408 750
	PUUTTUU	67	64	1 046 400
	PUUTTUU	4	2	32 700
	PUUTTUU	8	9	147 150
	PUUTTUU	2	2	32 700
	PUUTTUU	8	8	130 800
	PUUTTUU	5	6	98 100

Advertising ban at the door / mailbox	Yes	24	18	294 300
	No	76	82	1 340 700
	Can not say	1	0	0

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	48	784 800
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	16 350
	Retired	31	43	703 050
	Unemployed / laid off	2	2	32 700
	Schoolboy or student	11	4	65 400
	Housewife or father	0	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	16 350
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	23	376 050
	No	25	23	376 050
	Can't say / No answer	50	54	882 900

Health services used in the household	Public health services	85	87	1 422 450
	Employer - funded health care services	49	44	719 400
	Private, self-funded healthcare services	39	45	735 750
	Private health insurance services	22	20	327 000
	No health care	1	0	0
	Can not say	1	0	0

Type of municipality (7 class)	Greater Helsinki	19	18	294 300
	Turku or Tampere	8	8	130 800
	Oulu	4	4	65 400
	70 000 - 150 000 inhabitants town	13	13	212 550
	Urban municipality	27	28	457 800
	Conurbation	16	16	261 600
	Countryside	13	14	228 900

Pets in household	Cat	17	16	261 600
	Dog	26	25	408 750
	Some other pet	5	5	81 750
	No pets	59	61	997 350

Family with kids	Yes	32	27	441 450
Family with kids	No	68	73	1 193 550

Use of glasses or contact lenses	Yes	67	78	1 275 300
Use of glasses or contact lenses	No	33	22	359 700
How often different content is read
The frequency of reading: Print magazines	Daily	15	21	343 350
	5-6 days a week	4	5	81 750
	1-4 days a week	26	32	523 200
	Monthly	24	24	392 400
	Rarely	23	15	245 250
	Never	7	2	32 700
	Can not say	1	0	0

The frequency of reading: Magazine content in digital format	Daily	21	23	376 050
	5-6 days a week	5	5	81 750
	1-4 days a week	19	18	294 300
	Monthly	15	15	245 250
	Rarely	24	23	376 050
	Never	14	15	245 250
	Can not say	1	1	16 350

The frequency of reading: Print newspapers or afternoon papers	Daily	30	42	686 700
	5-6 days a week	4	5	81 750
	1-4 days a week	23	25	408 750
	Monthly	13	10	163 500
	Rarely	21	15	245 250
	Never	7	3	49 050
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	56	915 600
	5-6 days a week	9	8	130 800
	1-4 days a week	16	14	228 900
	Monthly	6	6	98 100
	Rarely	9	9	147 150
	Never	6	7	114 450
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	5	7	114 450
	5-6 days a week	4	5	81 750
	1-4 days a week	44	52	850 200
	Monthly	17	17	277 950
	Rarely	20	15	245 250
	Never	9	5	81 750
	Can not say	1	1	16 350

The frequency of watching: Free online TV services	Daily	15	17	277 950
	5-6 days a week	9	10	163 500
	1-4 days a week	30	31	506 850
	Monthly	23	21	343 350
	Rarely	15	13	212 550
	Never	7	8	130 800
	Can not say	1	1	16 350

The frequency of watching: Pay TV and streaming services	Daily	16	14	228 900
	5-6 days a week	10	8	130 800
	1-4 days a week	22	20	327 000
	Monthly	10	9	147 150
	Rarely	11	11	179 850
	Never	31	39	637 650
	Can not say	0	0	0

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	57	931 950
	5-6 days a week	9	10	163 500
	1-4 days a week	19	16	261 600
	Monthly	11	8	130 800
	Rarely	12	7	114 450
	Never	3	2	32 700
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	35	42	686 700
	5-6 days a week	12	13	212 550
	1-4 days a week	22	21	343 350
	Monthly	11	9	147 150
	Rarely	12	9	147 150
	Never	7	7	114 450
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	28	457 800
	5-6 days a week	7	8	130 800
	1-4 days a week	16	17	277 950
	Monthly	13	11	179 850
	Rarely	26	23	376 050
	Never	16	13	212 550
	Can not say	1	1	16 350

The frequency of listening: Programs of commercial radio channels	Daily	16	17	277 950
	5-6 days a week	10	9	147 150
	1-4 days a week	21	20	327 000
	Monthly	14	13	212 550
	Rarely	21	21	343 350
	Never	16	18	294 300
	Can not say	1	1	16 350

The frequency of listening: Podcasts	Daily	4	2	32 700
	5-6 days a week	3	2	32 700
	1-4 days a week	9	7	114 450
	Monthly	13	11	179 850
	Rarely	28	28	457 800
	Never	41	47	768 450
	Can not say	2	3	49 050

User frequency and following: Social media	Daily	57	54	882 900
	5-6 days a week	7	8	130 800
	1-4 days a week	8	8	130 800
	Monthly	3	3	49 050
	Rarely	6	6	98 100
	Never	19	22	359 700
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	8	130 800
	5-6 days a week	5	3	49 050
	1-4 days a week	11	8	130 800
	Monthly	8	8	130 800
	Rarely	22	24	392 400
	Never	40	48	784 800
	Can not say	1	1	16 350

User frequency: Instant messaging	Daily	68	63	1 030 050
	5-6 days a week	9	10	163 500
	1-4 days a week	10	11	179 850
	Monthly	3	3	49 050
	Rarely	3	3	49 050
	Never	8	9	147 150
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	67	1 095 450
	No	41	33	539 550
	Can not say	1	0	0

I tend to buy tabloids	Yes	8	10	163 500
	No	90	88	1 438 800
	Can not say	2	2	32 700

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	54	882 900
	No	52	45	735 750
	Can not say	2	1	16 350

I tend to buy single copy magazines	Yes	17	21	343 350
	No	81	77	1 258 950
	Can not say	2	2	32 700

PUUTTUU	PUUTTUU	13	16	261 600
	PUUTTUU	5	5	81 750
	PUUTTUU	7	7	114 450
	PUUTTUU	15	14	228 900
	PUUTTUU	8	7	114 450
	PUUTTUU	7	4	65 400
	PUUTTUU	10	8	130 800
	PUUTTUU	6	6	98 100
	PUUTTUU	9	8	130 800
	PUUTTUU	9	9	147 150
	PUUTTUU	4	5	81 750
	PUUTTUU	5	5	81 750
	PUUTTUU	13	15	245 250
	PUUTTUU	8	9	147 150
	PUUTTUU	13	12	196 200
	PUUTTUU	7	9	147 150
	PUUTTUU	8	6	98 100
	PUUTTUU	3	3	49 050
	PUUTTUU	56	57	931 950
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	56	915 600
	PUUTTUU	40	42	686 700
	PUUTTUU	2	2	32 700

PUUTTUU	PUUTTUU	87	90	1 471 500
	PUUTTUU	11	10	163 500
	PUUTTUU	1	1	16 350

PUUTTUU	PUUTTUU	73	78	1 275 300
	PUUTTUU	25	21	343 350
	PUUTTUU	2	2	32 700

PUUTTUU	PUUTTUU	81	81	1 324 350
	PUUTTUU	18	17	277 950
	PUUTTUU	2	2	32 700

PUUTTUU	PUUTTUU	57	57	931 950
	PUUTTUU	41	42	686 700
	PUUTTUU	1	1	16 350

PUUTTUU	PUUTTUU	30	28	457 800
	PUUTTUU	63	64	1 046 400
	PUUTTUU	7	7	114 450

PUUTTUU	PUUTTUU	84	89	1 455 150
	PUUTTUU	15	11	179 850
	PUUTTUU	1	1	16 350

PUUTTUU	PUUTTUU	41	40	654 000
	PUUTTUU	57	58	948 300
	PUUTTUU	2	2	32 700

PUUTTUU	PUUTTUU	86	88	1 438 800
	PUUTTUU	14	12	196 200
	PUUTTUU	1	1	16 350

PUUTTUU	PUUTTUU	30	28	457 800
	PUUTTUU	65	67	1 095 450
	PUUTTUU	5	4	65 400

PUUTTUU	PUUTTUU	39	40	654 000
	PUUTTUU	60	59	964 650
	PUUTTUU	1	1	16 350

PUUTTUU	PUUTTUU	67	72	1 177 200
	PUUTTUU	30	26	425 100
	PUUTTUU	3	3	49 050

PUUTTUU	PUUTTUU	67	72	1 177 200
	PUUTTUU	31	25	408 750
	PUUTTUU	3	2	32 700

PUUTTUU	PUUTTUU	67	67	1 095 450
	PUUTTUU	30	30	490 500
	PUUTTUU	2	2	32 700

Pirkka magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	Pirkka Readers %	Pirkka Amount of readers
Attitude towards advertising: Newspapers	Positive	77	80	1 308 000
	Can not say	4	4	65 400
	Negative	18	17	277 950

Attitude towards advertising: Magazines	Positive	77	79	1 291 650
	Can not say	5	4	65 400
	Negative	19	17	277 950

Attitude towards advertising: Free and local newspapers	Positive	82	86	1 406 100
	Can not say	5	4	65 400
	Negative	13	10	163 500

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	53	866 550
	Can not say	8	11	179 850
	Negative	37	36	588 600

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	39	637 650
	Can not say	12	16	261 600
	Negative	47	45	735 750

Attitude towards advertising: Blogs	Positive	30	28	457 800
	Can not say	27	34	555 900
	Negative	41	39	637 650

Attitude towards advertising: Newsletters to email	Positive	19	21	343 350
	Can not say	2	3	49 050
	Negative	79	77	1 258 950

Attitude towards advertising: Other websites	Positive	43	42	686 700
	Can not say	10	13	212 550
	Negative	46	46	752 100

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	57	931 950
	Can not say	3	3	49 050
	Negative	40	40	654 000

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	40	654 000
	Can not say	6	7	114 450
	Negative	53	54	882 900

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	74	1 209 900
	Can not say	4	3	49 050
	Negative	28	24	392 400

Attitude towards advertising: Out-of-home advertising	Positive	66	63	1 030 050
	Can not say	6	7	114 450
	Negative	29	30	490 500

Pirkka magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	Pirkka Readers %	Pirkka Amount of readers
I relax and get inspired by magazines	Agree	77	83	1 357 050
	Disagree	15	12	196 200
	Can not say	7	5	81 750

I experience pampering moments with magazines	Agree	50	57	931 950
	Disagree	39	34	555 900
	Can not say	10	9	147 150

A professional magazine keeps me up to date on professional matters	Agree	70	72	1 177 200
	Disagree	17	16	261 600
	Can not say	12	13	212 550

The industry specialty magazine provides information on my hobbies and interests	Agree	81	83	1 357 050
	Disagree	10	10	163 500
	Can not say	9	8	130 800

Finnish magazines offer reliable comparisons and tests	Agree	68	71	1 160 850
	Disagree	18	17	277 950
	Can not say	14	13	212 550

Finnish magazines offer reliable product recommendations	Agree	64	66	1 079 100
	Disagree	21	21	343 350
	Can not say	15	14	228 900

Finnish magazines are of high quality	Agree	81	86	1 406 100
	Disagree	12	9	147 150
	Can not say	7	5	81 750

I follow important magazines on social media	Agree	32	31	506 850
	Disagree	60	60	981 000
	Can not say	8	8	130 800

I read important magazines from cover to cover	Agree	52	60	981 000
	Disagree	43	37	604 950
	Can not say	5	4	65 400

Ads are part of the content of the magazine	Agree	64	65	1 062 750
	Disagree	31	31	506 850
	Can not say	5	4	65 400

Ads in magazines make new things familiar	Agree	67	71	1 160 850
	Disagree	28	25	408 750
	Can not say	6	4	65 400

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	53	866 550
	Disagree	42	42	686 700
	Can not say	6	5	81 750

I have purchased products based on the ad in magazine	Agree	46	50	817 500
	Disagree	49	46	752 100
	Can not say	6	4	65 400

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	66	1 079 100
	Disagree	35	32	523 200
	Can not say	4	3	49 050

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	45	735 750
	Disagree	55	51	833 850
	Can not say	6	5	81 750

I rely on product recommendations from bloggers and tubers	Agree	21	15	245 250
	Disagree	66	68	1 111 800
	Can not say	14	16	261 600

Pirkka magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	Pirkka Readers %	Pirkka Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	13	212 550
	Newspapers	14	18	294 300
	Magazine websites	7	6	98 100
	Newspaper websites	7	7	114 450
	Blogs	2	1	16 350
	Social media	12	9	147 150
	Other websites	42	38	621 300
	Television	10	10	163 500
	Radio	1	1	16 350
	Direct mail	10	12	196 200
	None of the above	40	41	670 350

Information sources, consumer electronics and information technology	Print magazines	15	17	277 950
	Newspapers	19	23	376 050
	Magazine websites	10	9	147 150
	Newspaper websites	9	9	147 150
	Blogs	5	3	49 050
	Social media	23	17	277 950
	Other websites	50	45	735 750
	Television	17	17	277 950
	Radio	3	2	32 700
	Direct mail	36	43	703 050
	None of the above	16	16	261 600

Information sources, beauty care and cosmetics	Print magazines	18	25	408 750
	Newspapers	8	11	179 850
	Magazine websites	9	11	179 850
	Newspaper websites	5	6	98 100
	Blogs	8	7	114 450
	Social media	25	24	392 400
	Other websites	16	16	261 600
	Television	12	15	245 250
	Radio	2	2	32 700
	Direct mail	16	22	359 700
	None of the above	47	40	654 000

Information sources, travel	Print magazines	17	21	343 350
	Newspapers	15	20	327 000
	Magazine websites	10	10	163 500
	Newspaper websites	9	9	147 150
	Blogs	10	9	147 150
	Social media	31	28	457 800
	Other websites	48	48	784 800
	Television	16	18	294 300
	Radio	3	3	49 050
	Direct mail	10	12	196 200
	None of the above	29	27	441 450

Information sources, style and fashion	Print magazines	24	32	523 200
	Newspapers	14	17	277 950
	Magazine websites	12	14	228 900
	Newspaper websites	7	8	130 800
	Blogs	9	8	130 800
	Social media	32	29	474 150
	Other websites	34	34	555 900
	Television	17	19	310 650
	Radio	1	1	16 350
	Direct mail	25	31	506 850
	None of the above	30	25	408 750

Information sources, building and renovating	Print magazines	20	24	392 400
	Newspapers	16	20	327 000
	Magazine websites	9	10	163 500
	Newspaper websites	7	7	114 450
	Blogs	6	5	81 750
	Social media	20	18	294 300
	Other websites	33	32	523 200
	Television	18	20	327 000
	Radio	2	1	16 350
	Direct mail	28	35	572 250
	None of the above	32	29	474 150

Information sources, food, cooking and baking	Print magazines	37	46	752 100
	Newspapers	28	34	555 900
	Magazine websites	20	21	343 350
	Newspaper websites	17	17	277 950
	Blogs	14	13	212 550
	Social media	38	34	555 900
	Other websites	34	31	506 850
	Television	28	30	490 500
	Radio	6	5	81 750
	Direct mail	26	32	523 200
	None of the above	13	10	163 500

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	9	147 150
	Newspapers	12	16	261 600
	Magazine websites	3	3	49 050
	Newspaper websites	5	5	81 750
	Blogs	1	1	16 350
	Social media	10	9	147 150
	Other websites	24	25	408 750
	Television	11	13	212 550
	Radio	2	1	16 350
	Direct mail	17	20	327 000
	None of the above	52	48	784 800

Information sources, decorating and furniture purchases	Print magazines	24	30	490 500
	Newspapers	16	20	327 000
	Magazine websites	11	12	196 200
	Newspaper websites	7	7	114 450
	Blogs	8	7	114 450
	Social media	26	23	376 050
	Other websites	31	30	490 500
	Television	18	20	327 000
	Radio	1	1	16 350
	Direct mail	30	36	588 600
	None of the above	27	23	376 050

Information sources, saving and investing	Print magazines	9	10	163 500
	Newspapers	10	12	196 200
	Magazine websites	6	6	98 100
	Newspaper websites	9	8	130 800
	Blogs	6	4	65 400
	Social media	16	11	179 850
	Other websites	30	27	441 450
	Television	6	7	114 450
	Radio	3	3	49 050
	Direct mail	3	4	65 400
	None of the above	49	52	850 200

Information sources, health and wellbeing products / services	Print magazines	14	18	294 300
	Newspapers	15	19	310 650
	Magazine websites	7	8	130 800
	Newspaper websites	6	7	114 450
	Blogs	5	5	81 750
	Social media	21	20	327 000
	Other websites	37	38	621 300
	Television	12	13	212 550
	Radio	2	2	32 700
	Direct mail	17	21	343 350
	None of the above	38	33	539 550

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	15	245 250
	Newspapers	19	24	392 400
	Magazine websites	7	7	114 450
	Newspaper websites	8	8	130 800
	Blogs	5	4	65 400
	Social media	22	19	310 650
	Other websites	41	39	637 650
	Television	13	14	228 900
	Radio	1	1	16 350
	Direct mail	31	37	604 950
	None of the above	29	26	425 100

Pirkka magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	Pirkka Readers %	Pirkka Amount of readers
PUUTTUU	Cars, motor vehicles	26	21	343 350
	Well-being and health	53	63	1 030 050
	Charity work	14	16	261 600
	Self development	32	31	506 850
	PUUTTUU	15	16	261 600
	PUUTTUU	17	13	212 550
	PUUTTUU	16	19	310 650
	PUUTTUU	27	33	539 550
	PUUTTUU	55	60	981 000
	PUUTTUU	34	39	637 650
	PUUTTUU	32	36	588 600
	PUUTTUU	26	31	506 850
	PUUTTUU	53	59	964 650
	PUUTTUU	10	7	114 450
	PUUTTUU	22	25	408 750
	PUUTTUU	35	37	604 950
	PUUTTUU	30	32	523 200
	PUUTTUU	56	65	1 062 750
	PUUTTUU	16	8	130 800
	PUUTTUU	40	40	654 000
	PUUTTUU	33	44	719 400
	PUUTTUU	39	41	670 350
	PUUTTUU	40	43	703 050
	PUUTTUU	40	49	801 150
	PUUTTUU	23	19	310 650
	PUUTTUU	31	39	637 650
	PUUTTUU	36	33	539 550
	PUUTTUU	36	36	588 600
	PUUTTUU	46	44	719 400
	PUUTTUU	11	9	147 150
	PUUTTUU	23	16	261 600
	PUUTTUU	33	35	572 250
	PUUTTUU	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	42	686 700
	Repair and construction products	40	41	670 350
	Domestic appliances	39	42	686 700
	Electronics or IT products	50	44	719 400
	Cars	18	16	261 600
	Clothing and footwear	82	83	1 357 050
	Eyeglasses, contact lenses or sunglasses	35	38	621 300
	Sports clothing, footwear or equipment	60	59	964 650
	Saving or investing products or services	26	24	392 400
	Cosmetics and beauty products	45	52	850 200
	Mobile phones	31	30	490 500
	Travels	37	37	604 950
	Products and services for health and well-being	58	62	1 013 700
	None of the above	2	2	32 700

Intentions to purchase within 12 months	Furniture and furnishings	29	28	457 800
	Repair and construction products	36	37	604 950
	Domestic appliances	20	19	310 650
	Electronics or IT products	28	21	343 350
	Cars	14	11	179 850
	Clothing and footwear	65	66	1 079 100
	Eyeglasses, contact lenses or sunglasses	27	31	506 850
	Sports clothing, footwear or equipment	43	42	686 700
	Saving or investing products or services	22	19	310 650
	Cosmetics and beauty products	36	41	670 350
	Mobile phones	16	15	245 250
	Travels	41	42	686 700
	Products and services for health and well-being	46	50	817 500
	None of the above	7	6	98 100

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	32 700
	Buying an apartment	11	9	147 150
	Home renovation	29	30	490 500
	Buying a car	25	22	359 700
	Buying a boat	3	3	49 050
	None of these	50	52	850 200

Will consider switching over the next 12 months	Bank	7	7	114 450
	Insurance company	10	8	130 800
	electric company	18	16	261 600
	Internet Connection	8	7	114 450
	Phone-subscription	12	11	179 850
	None of the above	47	49	801 150
	Can not say	19	20	327 000

Use of extra money	Magazines, books, movies	17	17	277 950
	Eating, drinking, partying in a restaurant	32	29	474 150
	Exercises and sports equipment	26	23	376 050
	Cultural events (eg. concerts, theater, festivals)	33	36	588 600
	Renovation, interior design	25	28	457 800
	Health services and personal well-being	21	25	408 750
	Travel	40	43	703 050
	Consumer electronics and IT equipment, mobile phones	16	10	163 500
	Clothes, shoes and bags	23	21	343 350
	Home services (cleaning and other housekeeping services)	6	7	114 450
	Car, boat, motorcycle	13	10	163 500
	Cosmetics and beauty care	10	11	179 850
	Saving, investing	46	44	719 400
	Other	8	8	130 800
	There is no extra money left after mandatory expenses	8	9	147 150
	Can not say	3	3	49 050
Planning on buying/doing in the next 12 months

Pirkka magazine's reader profile / Source NRS 2023

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Readers: 1 635 000 / KMT 2023 Download magazine graphs (PDF)

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