Erä
Erä is Finland’s largest magazine for anglers and those who enjoy spending time in nature. Erä readers are willing to make an effort to gain experiences. With the right equipment, one gets the most out of outdoor hobbies, and Erä’s tests and comparisons help readers choose fishing, hunting, and hiking gear. Among the readers are both experienced and beginner recreational anglers, long-distance Lapland hikers, as well as those who enjoy day trips in nearby nature and visit national parks in Southern Finland. Readers are united by an active, often passionate relationship with nature. Hobbyist anglers look for tips in Erä’s articles on new fishing methods, equipment, and how to get the best culinary enjoyment from fish caught for food. Hikers get information about interesting destinations and useful, functional equipment. For hunters, Erä offers help both for starting and deepening the hobby. Erä is published 12 times a year. Eralehti.fi expands the service for readers online, for example with current news, digital magazines, and an archive of over 20 years of back issues.
Issues per year
12 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 14.1.2026 | 16.12.2025 | 19.12.2025 | Winter fishing. Comparison of ice fishing suits. Tips for customizing your ice fishing backpack. |
| 2 | 11.2.2026 | 20.1.2026 | 23.1.2026 | Highlights from the Kala25 competition. We present the best entries from Erä's low-threshold fishing contest. Also includes winter trekking, such as a comparison of forest skis. |
| 3 | 11.3.2026 | 17.2.2026 | 20.2.2026 | Spring ice and snow. Comparison of vegan camping meals. Information on the impact of climate change on mountain nature. |
| 4 | 15.4.2026 | 20.3.2026 | 25.3.2026 | Outdoor gear. Featuring a car as a modern cabin for wilderness adventurers. Comparison of fluorocarbon fishing lines, quick test of a satellite messenger. |
| 5 | 13.5.2026 | 20.4.2026 | 23.4.2026 | Open water and spring excursions. Spring perch fishing, Lapland's streams in early summer. Geocaching as a form of hiking. Hammocks compared. |
| 6 | 10.6.2026 | 19.5.2026 | 22.5.2026 | How climate change affects migratory fish. Nature values of the Siikaneva swamp area. Comparison of spinning reels. |
| 7 | 15.7.2026 | 23.6.2026 | 26.6.2026 | Summer fishing. Compact landing nets compared, ideal for hiking anglers. Micro lures in stream fishing. |
| 8 | 19.8.2026 | 28.7.2026 | 31.7.2026 | Hiking and trekking. Nature trips using public transport. Comparison of lightweight large backpacks. |
| 9 | 16.9.2026 | 25.8.2026 | 28.8.2026 | Hunting. Goose hunting in Sweden. |
| 10 | 14.10.2026 | 22.9.2026 | 25.9.2026 | Outdoor electronics. Thermal camera overview and differences between models. |
| 11 | 18.11.2026 | 27.10.2026 | 30.10.2026 | Outdoor food. Drying camping meals, various fish roes on the plate. Comparison of three-person dome tents. |
| 12 | 9.12.2026 | 17.11.2026 | 20.11.2026 | Erä's lure selections of the year, presenting the most interesting lures in various categories. Comparison of winter sleeping bags. Outdoor traditions: J. L. Runeberg as an outdoorsman. |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 275 mm | 5 mm | 5 400 € |
| 2/1 landscape | 1. Spread | 420 x 275 mm | 5 mm | 5 940 € |
| 2/1 landscape | Second spread | 420 x 275 mm | 5 mm | 5 940 € |
| 1/1 portrait | Not specified | 210 x 275 mm | 5 mm | 3 000 € |
| 1/1 portrait | 2. Cover | 210 x 275 mm | 5 mm | 3 300 € |
| 1/1 portrait | 3. Cover | 210 x 275 mm | 5 mm | 3 300 € |
| 1/1 Takakansi portrait | Back cover | 210 x 245 mm | 5 mm | 3 300 € |
| 1/2 portrait | Not specified | 102 x 275 mm | 5 mm | 2 030 € |
| 1/2 landscape | Not specified | 210 x 135 mm | 5 mm | 2 030 € |
| 1/4 portrait | Not specified | 49 x 275 mm | 5 mm | 1 500 € |
| 1/4 landscape | Not specified | 210 x 66 mm | 5 mm | 1 500 € |
| 1/4 square | Not specified | 102 x 135 mm | 5 mm | 1 500 € | *) size without marginal Prices valid until 31.12.2026 |
Size
210 x 275 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
210 x 275 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980×400 px | 30 € / CPM (Cost per thousand) | ||
| Desktop | 980×120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300×500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×750 px | 16 € / CPM (Cost per thousand) | ||
| Desktop | 468×400 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 560×400 px | 14 € / CPM (Cost per thousand) | ||
| Desktop | 160×600 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×300 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×150 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | px | 18 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 40 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
132 700
Total reach
141 100
How many times read
1,9
Minutes of reading
54 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 132 700
Minutes of reading54 min
How many times read1,9
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 17 | 22 600 |
| Men | 49 | 83 | 110 100 | |
| Native language | Finnish | 95 | 97 | 128 700 |
| Swedish | 5 | 3 | 4 000 | |
| Age | 15-24 y | 13 | 8 | 10 600 |
| 25-34 y | 14 | 8 | 10 600 | |
| 35-44 y | 14 | 13 | 17 300 | |
| 45-54 y | 14 | 15 | 19 900 | |
| 55-64 y | 15 | 20 | 26 500 | |
| 65+ y | 30 | 35 | 46 400 | |
| Gender + age | Female 15-29 years | 9 | 3 | 4 000 |
| Female 30-49 years | 14 | 5 | 6 600 | |
| Female 50+ years | 28 | 9 | 11 900 | |
| Male 15-29 years | 10 | 9 | 11 900 | |
| Male 30-49 years | 15 | 20 | 26 500 | |
| Male 50+ years | 24 | 54 | 71 700 | |
| Household position | Lives at home with parents | 7 | 5 | 6 600 |
| Lives alone | 29 | 22 | 29 200 | |
| Lives with spouse | 36 | 44 | 58 400 | |
| Lives with spouse and children | 24 | 23 | 30 500 | |
| Single parent | 2 | 3 | 4 000 | |
| Other | 3 | 2 | 2 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 31 800 |
| No | 39 | 47 | 62 400 | |
| No answer (under 45 year olds) | 41 | 29 | 38 500 | |
| Education | Elementary school | 4 | 8 | 10 600 |
| Secondary school | 6 | 6 | 8 000 | |
| Vocational | 27 | 36 | 47 800 | |
| High school | 13 | 9 | 11 900 | |
| University of Applied Sciences | 20 | 20 | 26 500 | |
| University | 28 | 20 | 26 500 | |
| Something else | 2 | 1 | 1 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 90 | 119 400 |
| No | 6 | 9 | 11 900 | |
| Can not say | 1 | 1 | 1 300 | |
| Use of glasses or contact lenses | Yes | 68 | 70 | 92 900 |
| No | 32 | 30 | 39 800 | |
| Size of the household | 1 pers | 28 | 22 | 29 200 |
| 2 pers | 38 | 46 | 61 000 | |
| 3 pers | 14 | 14 | 18 600 | |
| 4 pers | 12 | 11 | 14 600 | |
| 5+ pers | 7 | 6 | 8 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 8 000 |
| 20 000 - 35 000 € /y | 17 | 16 | 21 200 | |
| 35 001 - 50 000 € /y | 18 | 23 | 30 500 | |
| 50 001 - 85 000 € /y | 21 | 24 | 31 800 | |
| 85 001 - 100 000 € /y | 8 | 10 | 13 300 | |
| Over 100 000 € /y | 10 | 12 | 15 900 | |
| Dont want to tell | 5 | 3 | 4 000 | |
| Cant say / No answer | 10 | 5 | 6 600 | |
| Family with kids | Yes | 32 | 30 | 39 800 |
| No | 68 | 70 | 92 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 17 300 |
| 2 children | 13 | 12 | 15 900 | |
| 3 children | 5 | 4 | 5 300 | |
| 4 children | 1 | 1 | 1 300 | |
| 5+ children | 1 | 1 | 1 300 | |
| There are no children | 67 | 70 | 92 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 17 | 22 600 |
| Dog | 26 | 29 | 38 500 | |
| Some other pet | 5 | 5 | 6 600 | |
| No pets | 61 | 58 | 77 000 | |
| Health services used in the household | Public health services | 85 | 84 | 111 500 |
| Employer - funded health care services | 50 | 52 | 69 000 | |
| Private, self-funded healthcare services | 39 | 41 | 54 400 | |
| Private health insurance services | 26 | 25 | 33 200 | |
| No health care | 1 | 1 | 1 300 | |
| Can not say | 1 | 1 | 1 300 | |
| Housing | Apartment | 32 | 25 | 33 200 |
| Row house or semi-detached house | 17 | 15 | 19 900 | |
| Detached house | 46 | 53 | 70 300 | |
| Farm | 4 | 7 | 9 300 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 84 | 111 500 |
| Rented residence | 20 | 13 | 17 300 | |
| Right of residence apartment | 2 | 1 | 1 300 | |
| Something else | 1 | 1 | 1 300 | |
| Can not say | 1 | 1 | 1 300 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 62 400 |
| No | 58 | 52 | 69 000 | |
| Can not say | 1 | 1 | 1 300 | |
| Number of cars in household | One car | 45 | 44 | 58 400 |
| Two cars | 30 | 36 | 47 800 | |
| Three or more cars | 10 | 12 | 15 900 | |
| No car | 14 | 8 | 10 600 | |
| Type of car, if buying now | New | 21 | 24 | 31 800 |
| Used | 70 | 74 | 98 200 | |
| Company car | 5 | 5 | 6 600 | |
| Leasing (personal) | 9 | 11 | 14 600 | |
| Shared car | 3 | 2 | 2 700 | |
| Doesn't use a car | 8 | 4 | 5 300 | |
| Can not say | 5 | 3 | 4 000 | |
| Advertising ban at the door / mailbox | Yes | 27 | 20 | 26 500 |
| No | 72 | 79 | 104 800 | |
| Can not say | 1 | 1 | 1 300 | |
| Using AdBlocker or similar application | Yes | 19 | 19 | 25 200 |
| No | 76 | 75 | 99 500 | |
| Can not say | 5 | 6 | 8 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 11 | 14 600 |
| Turku or Tampere | 8 | 6 | 8 000 | |
| Oulu | 4 | 4 | 5 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 15 900 | |
| Urban municipality | 25 | 29 | 38 500 | |
| Conurbation | 16 | 18 | 23 900 | |
| Countryside | 13 | 21 | 27 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 18 | 23 900 |
| 5-6 days a week | 4 | 7 | 9 300 | |
| 1-4 days a week | 24 | 36 | 47 800 | |
| Monthly | 25 | 22 | 29 200 | |
| Rarely | 26 | 15 | 19 900 | |
| Never | 8 | 1 | 1 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 35 800 |
| 5-6 days a week | 5 | 7 | 9 300 | |
| 1-4 days a week | 20 | 24 | 31 800 | |
| Monthly | 15 | 12 | 15 900 | |
| Rarely | 23 | 20 | 26 500 | |
| Never | 13 | 10 | 13 300 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 34 | 45 100 |
| 5-6 days a week | 5 | 7 | 9 300 | |
| 1-4 days a week | 23 | 32 | 42 500 | |
| Monthly | 15 | 11 | 14 600 | |
| Rarely | 24 | 15 | 19 900 | |
| Never | 8 | 1 | 1 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 57 | 75 600 |
| 5-6 days a week | 9 | 10 | 13 300 | |
| 1-4 days a week | 17 | 19 | 25 200 | |
| Monthly | 6 | 3 | 4 000 | |
| Rarely | 8 | 6 | 8 000 | |
| Never | 5 | 5 | 6 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 6 600 |
| 5-6 days a week | 4 | 4 | 5 300 | |
| 1-4 days a week | 41 | 48 | 63 700 | |
| Monthly | 18 | 17 | 22 600 | |
| Rarely | 23 | 18 | 23 900 | |
| Never | 9 | 7 | 9 300 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 23 900 |
| 5-6 days a week | 10 | 12 | 15 900 | |
| 1-4 days a week | 30 | 30 | 39 800 | |
| Monthly | 21 | 19 | 25 200 | |
| Rarely | 15 | 15 | 19 900 | |
| Never | 6 | 5 | 6 600 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 12 | 15 900 |
| 5-6 days a week | 10 | 10 | 13 300 | |
| 1-4 days a week | 22 | 21 | 27 900 | |
| Monthly | 9 | 10 | 13 300 | |
| Rarely | 13 | 16 | 21 200 | |
| Never | 30 | 31 | 41 100 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 54 | 71 700 |
| 5-6 days a week | 10 | 9 | 11 900 | |
| 1-4 days a week | 19 | 17 | 22 600 | |
| Monthly | 12 | 10 | 13 300 | |
| Rarely | 12 | 8 | 10 600 | |
| Never | 3 | 1 | 1 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 43 | 57 100 |
| 5-6 days a week | 12 | 13 | 17 300 | |
| 1-4 days a week | 22 | 19 | 25 200 | |
| Monthly | 12 | 8 | 10 600 | |
| Rarely | 13 | 10 | 13 300 | |
| Never | 8 | 7 | 9 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 35 800 |
| 5-6 days a week | 6 | 8 | 10 600 | |
| 1-4 days a week | 16 | 20 | 26 500 | |
| Monthly | 13 | 14 | 18 600 | |
| Rarely | 27 | 22 | 29 200 | |
| Never | 15 | 9 | 11 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 20 | 26 500 |
| 5-6 days a week | 9 | 11 | 14 600 | |
| 1-4 days a week | 21 | 23 | 30 500 | |
| Monthly | 14 | 12 | 15 900 | |
| Rarely | 23 | 21 | 27 900 | |
| Never | 16 | 14 | 18 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 5 300 |
| 5-6 days a week | 3 | 4 | 5 300 | |
| 1-4 days a week | 11 | 10 | 13 300 | |
| Monthly | 14 | 11 | 14 600 | |
| Rarely | 27 | 30 | 39 800 | |
| Never | 36 | 37 | 49 100 | |
| Can not say | 2 | 3 | 4 000 | |
| User frequency and following: Social media | Daily | 59 | 49 | 65 000 |
| 5-6 days a week | 8 | 11 | 14 600 | |
| 1-4 days a week | 8 | 8 | 10 600 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 6 | 7 | 9 300 | |
| Never | 16 | 21 | 27 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 11 900 |
| 5-6 days a week | 6 | 5 | 6 600 | |
| 1-4 days a week | 13 | 11 | 14 600 | |
| Monthly | 8 | 9 | 11 900 | |
| Rarely | 20 | 22 | 29 200 | |
| Never | 38 | 43 | 57 100 | |
| Can not say | 1 | 2 | 2 700 | |
| User frequency: Instant messaging | Daily | 69 | 64 | 84 900 |
| 5-6 days a week | 11 | 11 | 14 600 | |
| 1-4 days a week | 9 | 12 | 15 900 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 2 | 3 | 4 000 | |
| Never | 6 | 7 | 9 300 | |
| Can not say | 0 | 1 | 1 300 | |
| Reading frequency: Printed books | Daily | 16 | 12 | 15 900 |
| 5-6 days a week | 6 | 5 | 6 600 | |
| 1-4 days a week | 14 | 15 | 19 900 | |
| Monthly | 22 | 24 | 31 800 | |
| Rarely | 34 | 35 | 46 400 | |
| Never | 7 | 8 | 10 600 | |
| Can not say | 1 | 1 | 1 300 | |
| Reading frequency: E-books | Daily | 3 | 2 | 2 700 |
| 5-6 days a week | 1 | 2 | 2 700 | |
| 1-4 days a week | 4 | 3 | 4 000 | |
| Monthly | 7 | 7 | 9 300 | |
| Rarely | 30 | 29 | 38 500 | |
| Never | 53 | 55 | 73 000 | |
| Can not say | 1 | 2 | 2 700 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 5 300 |
| 5-6 days a week | 3 | 2 | 2 700 | |
| 1-4 days a week | 6 | 5 | 6 600 | |
| Monthly | 8 | 6 | 8 000 | |
| Rarely | 23 | 21 | 27 900 | |
| Never | 54 | 60 | 79 600 | |
| Can not say | 1 | 1 | 1 300 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 21 | 27 900 |
| 5-6 days a week | 9 | 11 | 14 600 | |
| 1-4 days a week | 23 | 23 | 30 500 | |
| Monthly | 21 | 21 | 27 900 | |
| Rarely | 17 | 12 | 15 900 | |
| Never | 10 | 11 | 14 600 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 5 | 6 600 |
| 5-6 days a week | 2 | 2 | 2 700 | |
| 1-4 days a week | 8 | 9 | 11 900 | |
| Monthly | 8 | 6 | 8 000 | |
| Rarely | 12 | 13 | 17 300 | |
| Never | 59 | 57 | 75 600 | |
| Cant say / No answer | 6 | 8 | 10 600 | |
| Usage/following: Facebook | Daily | 39 | 36 | 47 800 |
| 5-6 days a week | 8 | 8 | 10 600 | |
| 1-4 days a week | 11 | 12 | 15 900 | |
| Monthly | 6 | 6 | 8 000 | |
| Rarely | 9 | 9 | 11 900 | |
| Never | 22 | 24 | 31 800 | |
| Cant say / No answer | 4 | 6 | 8 000 | |
| Usage/Following: Instagram | Daily | 32 | 22 | 29 200 |
| 5-6 days a week | 7 | 5 | 6 600 | |
| 1-4 days a week | 9 | 9 | 11 900 | |
| Monthly | 5 | 5 | 6 600 | |
| Rarely | 9 | 12 | 15 900 | |
| Never | 33 | 40 | 53 100 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/following rate: Snapchat | Daily | 15 | 9 | 11 900 |
| 5-6 days a week | 2 | 2 | 2 700 | |
| 1-4 days a week | 3 | 2 | 2 700 | |
| Monthly | 2 | 2 | 2 700 | |
| Rarely | 5 | 7 | 9 300 | |
| Never | 69 | 72 | 95 500 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 6 600 |
| 5-6 days a week | 2 | 3 | 4 000 | |
| 1-4 days a week | 4 | 4 | 5 300 | |
| Monthly | 5 | 5 | 6 600 | |
| Rarely | 11 | 11 | 14 600 | |
| Never | 68 | 66 | 87 600 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 9 300 |
| 5-6 days a week | 3 | 3 | 4 000 | |
| 1-4 days a week | 4 | 5 | 6 600 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 8 | 8 | 10 600 | |
| Never | 68 | 68 | 90 200 | |
| Cant say / No answer | 4 | 6 | 8 000 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 13 300 |
| Partially agree | 43 | 42 | 55 700 | |
| Partially disagree | 30 | 33 | 43 800 | |
| Completely disagree | 10 | 12 | 15 900 | |
| Can not say | 3 | 3 | 4 000 | |
| I prefer domestic products | Completely agree | 33 | 35 | 46 400 |
| Partially agree | 55 | 54 | 71 700 | |
| Partially disagree | 9 | 9 | 11 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 2 | 2 700 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 16 | 21 200 |
| Partially agree | 54 | 57 | 75 600 | |
| Partially disagree | 18 | 20 | 26 500 | |
| Completely disagree | 4 | 4 | 5 300 | |
| Can not say | 3 | 3 | 4 000 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 33 200 |
| Partially agree | 58 | 57 | 75 600 | |
| Partially disagree | 15 | 15 | 19 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 2 | 2 700 | |
| I usually choose the cheapest option | Completely agree | 12 | 9 | 11 900 |
| Partially agree | 48 | 48 | 63 700 | |
| Partially disagree | 33 | 37 | 49 100 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 2 | 1 | 1 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 33 | 43 800 |
| Partially agree | 50 | 52 | 69 000 | |
| Partially disagree | 9 | 11 | 14 600 | |
| Completely disagree | 2 | 3 | 4 000 | |
| Can not say | 1 | 1 | 1 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 8 000 |
| Partially agree | 24 | 24 | 31 800 | |
| Partially disagree | 38 | 40 | 53 100 | |
| Completely disagree | 24 | 22 | 29 200 | |
| Can not say | 9 | 8 | 10 600 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 6 600 |
| Partially agree | 36 | 40 | 53 100 | |
| Partially disagree | 45 | 41 | 54 400 | |
| Completely disagree | 11 | 11 | 14 600 | |
| Can not say | 4 | 3 | 4 000 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 39 800 |
| Partially agree | 58 | 58 | 77 000 | |
| Partially disagree | 11 | 9 | 11 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 1 | 1 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 4 000 |
| Partially agree | 28 | 29 | 38 500 | |
| Partially disagree | 29 | 31 | 41 100 | |
| Completely disagree | 32 | 32 | 42 500 | |
| Can not say | 7 | 5 | 6 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 13 300 |
| Partially agree | 32 | 33 | 43 800 | |
| Partially disagree | 37 | 36 | 47 800 | |
| Completely disagree | 20 | 19 | 25 200 | |
| Can not say | 2 | 2 | 2 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 14 | 18 600 |
| Partially agree | 50 | 51 | 67 700 | |
| Partially disagree | 24 | 24 | 31 800 | |
| Completely disagree | 6 | 8 | 10 600 | |
| Can not say | 4 | 3 | 4 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 12 | 15 900 |
| Partially agree | 51 | 52 | 69 000 | |
| Partially disagree | 22 | 24 | 31 800 | |
| Completely disagree | 6 | 8 | 10 600 | |
| Can not say | 3 | 3 | 4 000 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 15 900 |
| Partially agree | 58 | 64 | 84 900 | |
| Partially disagree | 21 | 18 | 23 900 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 3 | 2 | 2 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 11 900 |
| Partially agree | 41 | 38 | 50 400 | |
| Partially disagree | 31 | 36 | 47 800 | |
| Completely disagree | 12 | 13 | 17 300 | |
| Can not say | 3 | 4 | 5 300 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 18 600 |
| Quite positively | 61 | 66 | 87 600 | |
| Quite negatively | 16 | 14 | 18 600 | |
| Very negative | 4 | 3 | 4 000 | |
| Can not say | 6 | 4 | 5 300 | |
| Magazines | Very positive | 13 | 13 | 17 300 |
| Quite positively | 60 | 62 | 82 300 | |
| Quite negatively | 17 | 16 | 21 200 | |
| Very negative | 4 | 4 | 5 300 | |
| Can not say | 6 | 5 | 6 600 | |
| Free and local newspapers | Very positive | 24 | 25 | 33 200 |
| Quite positively | 56 | 59 | 78 300 | |
| Quite negatively | 11 | 9 | 11 900 | |
| Very negative | 4 | 3 | 4 000 | |
| Can not say | 6 | 4 | 5 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 6 | 8 000 |
| Quite positively | 45 | 48 | 63 700 | |
| Quite negatively | 30 | 30 | 39 800 | |
| Very negative | 10 | 9 | 11 900 | |
| Can not say | 8 | 7 | 9 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 5 300 |
| Quite positively | 33 | 31 | 41 100 | |
| Quite negatively | 32 | 33 | 43 800 | |
| Very negative | 17 | 18 | 23 900 | |
| Can not say | 12 | 14 | 18 600 | |
| Blogs | Very positive | 4 | 3 | 4 000 |
| Quite positively | 25 | 24 | 31 800 | |
| Quite negatively | 29 | 27 | 35 800 | |
| Very negative | 16 | 18 | 23 900 | |
| Can not say | 26 | 28 | 37 200 | |
| Newsletters to email | Very positive | 2 | 2 | 2 700 |
| Quite positively | 17 | 17 | 22 600 | |
| Quite negatively | 34 | 36 | 47 800 | |
| Very negative | 43 | 43 | 57 100 | |
| Can not say | 4 | 3 | 4 000 | |
| Other websites | Very positive | 3 | 2 | 2 700 |
| Quite positively | 38 | 37 | 49 100 | |
| Quite negatively | 34 | 36 | 47 800 | |
| Very negative | 14 | 14 | 18 600 | |
| Can not say | 11 | 11 | 14 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 9 300 |
| Quite positively | 46 | 47 | 62 400 | |
| Quite negatively | 29 | 29 | 38 500 | |
| Very negative | 13 | 13 | 17 300 | |
| Can not say | 4 | 3 | 4 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 6 600 |
| Quite positively | 35 | 37 | 49 100 | |
| Quite negatively | 33 | 33 | 43 800 | |
| Very negative | 20 | 21 | 27 900 | |
| Can not say | 7 | 5 | 6 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 26 500 |
| Quite positively | 46 | 47 | 62 400 | |
| Quite negatively | 17 | 17 | 22 600 | |
| Very negative | 14 | 14 | 18 600 | |
| Can not say | 5 | 3 | 4 000 | |
| Out-of-home advertising | Very positive | 11 | 12 | 15 900 |
| Quite positively | 52 | 51 | 67 700 | |
| Quite negatively | 21 | 22 | 29 200 | |
| Very negative | 9 | 8 | 10 600 | |
| Can not say | 8 | 7 | 9 300 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 17 | 22 600 |
| Partially agree | 60 | 63 | 83 600 | |
| Partially disagree | 11 | 9 | 11 900 | |
| Completely disagree | 3 | 3 | 4 000 | |
| Can not say | 9 | 8 | 10 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 14 | 18 600 |
| Partially agree | 57 | 60 | 79 600 | |
| Partially disagree | 14 | 15 | 19 900 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 8 | 7 | 9 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 30 500 |
| Partially agree | 46 | 52 | 69 000 | |
| Partially disagree | 12 | 11 | 14 600 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 15 | 10 | 13 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 49 100 |
| Partially agree | 49 | 48 | 63 700 | |
| Partially disagree | 7 | 6 | 8 000 | |
| Completely disagree | 2 | 2 | 2 700 | |
| Can not say | 10 | 7 | 9 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 26 500 |
| Partially agree | 51 | 53 | 70 300 | |
| Partially disagree | 14 | 13 | 17 300 | |
| Completely disagree | 3 | 2 | 2 700 | |
| Can not say | 16 | 11 | 14 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 14 600 |
| Partially agree | 52 | 52 | 69 000 | |
| Partially disagree | 18 | 19 | 25 200 | |
| Completely disagree | 3 | 3 | 4 000 | |
| Can not say | 17 | 15 | 19 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 24 | 31 800 |
| Partially agree | 58 | 57 | 75 600 | |
| Partially disagree | 9 | 11 | 14 600 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 9 | 7 | 9 300 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 9 300 |
| Partially agree | 25 | 25 | 33 200 | |
| Partially disagree | 23 | 27 | 35 800 | |
| Completely disagree | 36 | 34 | 45 100 | |
| Can not say | 10 | 7 | 9 300 | |
| I read important magazines from cover to cover | Completely agree | 16 | 17 | 22 600 |
| Partially agree | 33 | 37 | 49 100 | |
| Partially disagree | 29 | 30 | 39 800 | |
| Completely disagree | 17 | 13 | 17 300 | |
| Can not say | 5 | 3 | 4 000 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 10 600 |
| Partially agree | 45 | 43 | 57 100 | |
| Partially disagree | 28 | 33 | 43 800 | |
| Completely disagree | 10 | 9 | 11 900 | |
| Can not say | 10 | 8 | 10 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 15 900 |
| Partially agree | 35 | 39 | 51 800 | |
| Partially disagree | 23 | 22 | 29 200 | |
| Completely disagree | 23 | 19 | 25 200 | |
| Can not say | 9 | 7 | 9 300 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 11 900 |
| Partially agree | 33 | 34 | 45 100 | |
| Partially disagree | 27 | 30 | 39 800 | |
| Completely disagree | 24 | 20 | 26 500 | |
| Can not say | 8 | 7 | 9 300 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 11 | 14 600 |
| Partially agree | 50 | 48 | 63 700 | |
| Partially disagree | 19 | 23 | 30 500 | |
| Completely disagree | 13 | 14 | 18 600 | |
| Can not say | 5 | 5 | 6 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 5 | 6 600 |
| Partially agree | 29 | 26 | 34 500 | |
| Partially disagree | 27 | 31 | 41 100 | |
| Completely disagree | 29 | 32 | 42 500 | |
| Can not say | 7 | 5 | 6 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 2 700 |
| Partially agree | 18 | 14 | 18 600 | |
| Partially disagree | 33 | 34 | 45 100 | |
| Completely disagree | 38 | 43 | 57 100 | |
| Can not say | 10 | 8 | 10 600 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 16 | 21 200 |
| Partially agree | 41 | 44 | 58 400 | |
| Partially disagree | 23 | 22 | 29 200 | |
| Completely disagree | 12 | 13 | 17 300 | |
| Can not say | 8 | 5 | 6 600 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 17 | 22 600 |
| Newspapers | 12 | 17 | 22 600 | |
| Magazine websites | 7 | 12 | 15 900 | |
| Newspaper websites | 8 | 11 | 14 600 | |
| Blogs | 3 | 4 | 5 300 | |
| Social media | 16 | 18 | 23 900 | |
| Other websites | 44 | 54 | 71 700 | |
| Television | 11 | 16 | 21 200 | |
| Radio | 2 | 3 | 4 000 | |
| Direct mail | 10 | 13 | 17 300 | |
| None of these | 39 | 26 | 34 500 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 23 900 |
| Newspapers | 15 | 20 | 26 500 | |
| Magazine websites | 9 | 11 | 14 600 | |
| Newspaper websites | 11 | 12 | 15 900 | |
| Blogs | 6 | 5 | 6 600 | |
| Social media | 28 | 23 | 30 500 | |
| Other websites | 50 | 53 | 70 300 | |
| Television | 19 | 23 | 30 500 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 35 | 40 | 53 100 | |
| None of these | 16 | 12 | 15 900 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 14 | 18 600 |
| Newspapers | 8 | 10 | 13 300 | |
| Magazine websites | 10 | 8 | 10 600 | |
| Newspaper websites | 7 | 8 | 10 600 | |
| Blogs | 7 | 4 | 5 300 | |
| Social media | 31 | 18 | 23 900 | |
| Other websites | 17 | 13 | 17 300 | |
| Television | 14 | 17 | 22 600 | |
| Radio | 2 | 4 | 5 300 | |
| Direct mail | 17 | 18 | 23 900 | |
| None of these | 43 | 52 | 69 000 | |
| Information sources, travel | Print magazines | 16 | 17 | 22 600 |
| Newspapers | 15 | 19 | 25 200 | |
| Magazine websites | 10 | 10 | 13 300 | |
| Newspaper websites | 11 | 11 | 14 600 | |
| Blogs | 12 | 10 | 13 300 | |
| Social media | 38 | 29 | 38 500 | |
| Other websites | 49 | 53 | 70 300 | |
| Television | 17 | 19 | 25 200 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 9 | 10 | 13 300 | |
| None of these | 25 | 22 | 29 200 | |
| Information sources, style and fashion | Print magazines | 22 | 19 | 25 200 |
| Newspapers | 11 | 15 | 19 900 | |
| Magazine websites | 12 | 9 | 11 900 | |
| Newspaper websites | 8 | 10 | 13 300 | |
| Blogs | 9 | 6 | 8 000 | |
| Social media | 37 | 24 | 31 800 | |
| Other websites | 34 | 31 | 41 100 | |
| Television | 18 | 21 | 27 900 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 25 | 26 | 34 500 | |
| None of these | 28 | 35 | 46 400 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 27 900 |
| Newspapers | 13 | 18 | 23 900 | |
| Magazine websites | 9 | 8 | 10 600 | |
| Newspaper websites | 9 | 11 | 14 600 | |
| Blogs | 7 | 6 | 8 000 | |
| Social media | 26 | 21 | 27 900 | |
| Other websites | 33 | 40 | 53 100 | |
| Television | 18 | 24 | 31 800 | |
| Radio | 2 | 3 | 4 000 | |
| Direct mail | 27 | 35 | 46 400 | |
| None of these | 31 | 23 | 30 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 32 | 42 500 |
| Newspapers | 25 | 30 | 39 800 | |
| Magazine websites | 21 | 19 | 25 200 | |
| Newspaper websites | 23 | 23 | 30 500 | |
| Blogs | 14 | 9 | 11 900 | |
| Social media | 45 | 32 | 42 500 | |
| Other websites | 32 | 34 | 45 100 | |
| Television | 29 | 34 | 45 100 | |
| Radio | 7 | 9 | 11 900 | |
| Direct mail | 26 | 31 | 41 100 | |
| None of these | 11 | 12 | 15 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 7 | 9 300 |
| Newspapers | 10 | 15 | 19 900 | |
| Magazine websites | 3 | 4 | 5 300 | |
| Newspaper websites | 5 | 7 | 9 300 | |
| Blogs | 1 | 1 | 1 300 | |
| Social media | 12 | 9 | 11 900 | |
| Other websites | 27 | 27 | 35 800 | |
| Television | 12 | 17 | 22 600 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 16 | 20 | 26 500 | |
| None of these | 52 | 46 | 61 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 22 | 29 200 |
| Newspapers | 14 | 18 | 23 900 | |
| Magazine websites | 11 | 10 | 13 300 | |
| Newspaper websites | 9 | 9 | 11 900 | |
| Blogs | 7 | 5 | 6 600 | |
| Social media | 31 | 20 | 26 500 | |
| Other websites | 31 | 33 | 43 800 | |
| Television | 19 | 21 | 27 900 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 31 | 34 | 45 100 | |
| None of these | 24 | 26 | 34 500 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 15 900 |
| Newspapers | 11 | 14 | 18 600 | |
| Magazine websites | 6 | 7 | 9 300 | |
| Newspaper websites | 11 | 11 | 14 600 | |
| Blogs | 7 | 7 | 9 300 | |
| Social media | 22 | 16 | 21 200 | |
| Other websites | 32 | 36 | 47 800 | |
| Television | 8 | 12 | 15 900 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 4 | 6 | 8 000 | |
| None of these | 44 | 39 | 51 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 12 | 15 900 |
| Newspapers | 13 | 16 | 21 200 | |
| Magazine websites | 8 | 6 | 8 000 | |
| Newspaper websites | 9 | 9 | 11 900 | |
| Blogs | 5 | 4 | 5 300 | |
| Social media | 26 | 18 | 23 900 | |
| Other websites | 39 | 39 | 51 800 | |
| Television | 13 | 16 | 21 200 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 15 | 16 | 21 200 | |
| None of these | 36 | 39 | 51 800 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 13 | 17 300 |
| Newspapers | 16 | 20 | 26 500 | |
| Magazine websites | 7 | 8 | 10 600 | |
| Newspaper websites | 9 | 12 | 15 900 | |
| Blogs | 5 | 4 | 5 300 | |
| Social media | 26 | 19 | 25 200 | |
| Other websites | 42 | 44 | 58 400 | |
| Television | 14 | 19 | 25 200 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 30 | 36 | 47 800 | |
| None of these | 28 | 26 | 34 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 45 | 59 700 |
| Well-being and health | 50 | 38 | 50 400 | |
| Charity work | 13 | 9 | 11 900 | |
| Self development | 32 | 26 | 34 500 | |
| Celebrities | 14 | 7 | 9 300 | |
| Fishing | 16 | 59 | 78 300 | |
| Beauty care and cosmetics | 16 | 4 | 5 300 | |
| Literature | 27 | 18 | 23 900 | |
| Domestic and foreign news | 52 | 48 | 63 700 | |
| Domestic travel | 32 | 33 | 43 800 | |
| Culture | 33 | 17 | 22 600 | |
| Crafts | 25 | 17 | 22 600 | |
| Nature and going outdoor | 52 | 61 | 80 900 | |
| Hunting | 10 | 42 | 55 700 | |
| Style and fashion | 20 | 7 | 9 300 | |
| Music and concerts | 36 | 25 | 33 200 | |
| Going on summer cottage | 29 | 36 | 47 800 | |
| Local affairs | 55 | 59 | 78 300 | |
| Computer/console/mobile playing | 17 | 13 | 17 300 | |
| Politics | 42 | 41 | 54 400 | |
| Gardening and plants | 30 | 21 | 27 900 | |
| Building and renovating | 34 | 46 | 61 000 | |
| Food and drink | 38 | 28 | 37 200 | |
| Cooking, baking, recipes | 38 | 29 | 38 500 | |
| Investment | 23 | 25 | 33 200 | |
| Decorating | 28 | 12 | 15 900 | |
| Economic and finances | 35 | 41 | 54 400 | |
| Science | 35 | 35 | 46 400 | |
| Travelling abroad | 34 | 21 | 27 900 | |
| Sports, exercising | 45 | 57 | 75 600 | |
| Sailing, boating | 10 | 25 | 33 200 | |
| Consumer electronics and information technology | 21 | 23 | 30 500 | |
| Environmental matters | 31 | 24 | 31 800 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 3 | 4 000 |
| Buying an apartment | 11 | 12 | 15 900 | |
| Home renovation | 27 | 29 | 38 500 | |
| Buying a car | 27 | 33 | 43 800 | |
| Buying a boat | 3 | 5 | 6 600 | |
| None of these | 51 | 44 | 58 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 39 | 51 800 |
| Repair and construction products | 39 | 48 | 63 700 | |
| Domestic appliances | 38 | 40 | 53 100 | |
| Electronics or IT products | 49 | 55 | 73 000 | |
| Cars | 19 | 23 | 30 500 | |
| Clothing and footwear | 84 | 79 | 104 800 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 36 | 47 800 | |
| Sports clothing, footwear or equipment | 58 | 57 | 75 600 | |
| Saving or investing products or services | 29 | 32 | 42 500 | |
| Cosmetics and beauty products | 49 | 29 | 38 500 | |
| Mobile phones | 29 | 33 | 43 800 | |
| Travels | 50 | 46 | 61 000 | |
| Products and services for health and well-being | 61 | 53 | 70 300 | |
| None of the above | 1 | 1 | 1 300 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 23 | 30 500 |
| Repair and construction products | 33 | 38 | 50 400 | |
| Domestic appliances | 18 | 19 | 25 200 | |
| Electronics or IT products | 27 | 30 | 39 800 | |
| Cars | 14 | 19 | 25 200 | |
| Clothing and footwear | 67 | 61 | 80 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 26 | 34 500 | |
| Sports clothing, footwear or equipment | 44 | 42 | 55 700 | |
| Saving or investing products or services | 24 | 25 | 33 200 | |
| Cosmetics and beauty products | 38 | 21 | 27 900 | |
| Mobile phones | 16 | 16 | 21 200 | |
| Travels | 46 | 42 | 55 700 | |
| Products and services for health and well-being | 49 | 40 | 53 100 | |
| None of the above | 6 | 7 | 9 300 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 10 600 |
| Insurance company | 11 | 14 | 18 600 | |
| electric company | 17 | 23 | 30 500 | |
| Internet Connection | 10 | 12 | 15 900 | |
| Phone-subscription | 14 | 17 | 22 600 | |
| None of the above | 48 | 43 | 57 100 | |
| Can not say | 18 | 17 | 22 600 | |
| Uses of extra money | Magazines, books, movies | 16 | 12 | 15 900 |
| Eating, drinking, partying in a restaurant | 35 | 29 | 38 500 | |
| Exercise hobbies and equipment | 28 | 28 | 37 200 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 29 | 38 500 | |
| Renovation, decoration | 23 | 24 | 31 800 | |
| Health services and one's own well-being | 22 | 20 | 26 500 | |
| Travelling | 44 | 41 | 54 400 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 17 | 22 600 | |
| Clothes, shoes and bags | 22 | 14 | 18 600 | |
| Home services (cleaning and other housekeeping services) | 5 | 5 | 6 600 | |
| Car, boat, motorcycle | 11 | 19 | 25 200 | |
| Cosmetics and beauty care | 12 | 5 | 6 600 | |
| Saving, investing | 49 | 49 | 65 000 | |
| Other | 8 | 8 | 10 600 | |
| There is no extra money after mandatory expenses | 8 | 7 | 9 300 | |
| Can not say | 3 | 4 | 5 300 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 141 100
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 17 | 22 600 |
| Men | 49 | 83 | 110 100 | |
| Native language | Finnish | 95 | 97 | 128 700 |
| Swedish | 5 | 3 | 4 000 | |
| Age | 15-24 y | 13 | 8 | 10 600 |
| 25-34 y | 14 | 8 | 10 600 | |
| 35-44 y | 14 | 14 | 17 300 | |
| 45-54 y | 14 | 16 | 19 900 | |
| 55-64 y | 15 | 19 | 26 500 | |
| 65+ y | 30 | 34 | 46 400 | |
| Gender + age | Female 15-29 years | 9 | 3 | 4 000 |
| Female 30-49 years | 14 | 5 | 6 600 | |
| Female 50+ years | 28 | 9 | 11 900 | |
| Male 15-29 years | 10 | 9 | 11 900 | |
| Male 30-49 years | 15 | 21 | 26 500 | |
| Male 50+ years | 24 | 53 | 71 700 | |
| Household position | Lives at home with parents | 7 | 5 | 6 600 |
| Lives alone | 29 | 23 | 29 200 | |
| Lives with spouse | 36 | 44 | 58 400 | |
| Lives with spouse and children | 24 | 24 | 30 500 | |
| Single parent | 2 | 3 | 4 000 | |
| Other | 3 | 2 | 2 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 31 800 |
| No | 39 | 46 | 62 400 | |
| No answer (under 45 year olds) | 41 | 31 | 38 500 | |
| Education | Elementary school | 4 | 8 | 10 600 |
| Secondary school | 6 | 6 | 8 000 | |
| Vocational | 27 | 36 | 47 800 | |
| High school | 13 | 9 | 11 900 | |
| University of Applied Sciences | 20 | 21 | 26 500 | |
| University | 28 | 20 | 26 500 | |
| Something else | 2 | 1 | 1 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 90 | 119 400 |
| No | 6 | 9 | 11 900 | |
| Can not say | 1 | 1 | 1 300 | |
| Use of glasses or contact lenses | Yes | 68 | 70 | 92 900 |
| No | 32 | 30 | 39 800 | |
| Size of the household | 1 pers | 28 | 22 | 29 200 |
| 2 pers | 38 | 46 | 61 000 | |
| 3 pers | 14 | 14 | 18 600 | |
| 4 pers | 12 | 12 | 14 600 | |
| 5+ pers | 7 | 6 | 8 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 8 000 |
| 20 000 - 35 000 € /y | 17 | 16 | 21 200 | |
| 35 001 - 50 000 € /y | 18 | 23 | 30 500 | |
| 50 001 - 85 000 € /y | 21 | 24 | 31 800 | |
| 85 001 - 100 000 € /y | 8 | 10 | 13 300 | |
| Over 100 000 € /y | 10 | 12 | 15 900 | |
| Dont want to tell | 5 | 3 | 4 000 | |
| Cant say / No answer | 10 | 6 | 6 600 | |
| Family with kids | Yes | 32 | 31 | 39 800 |
| No | 68 | 69 | 92 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 17 300 |
| 2 children | 13 | 12 | 15 900 | |
| 3 children | 5 | 4 | 5 300 | |
| 4 children | 1 | 1 | 1 300 | |
| 5+ children | 1 | 1 | 1 300 | |
| There are no children | 67 | 69 | 92 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 17 | 22 600 |
| Dog | 26 | 29 | 38 500 | |
| Some other pet | 5 | 6 | 6 600 | |
| No pets | 61 | 58 | 77 000 | |
| Health services used in the household | Public health services | 85 | 84 | 111 500 |
| Employer - funded health care services | 50 | 52 | 69 000 | |
| Private, self-funded healthcare services | 39 | 40 | 54 400 | |
| Private health insurance services | 26 | 26 | 33 200 | |
| No health care | 1 | 1 | 1 300 | |
| Can not say | 1 | 1 | 1 300 | |
| Housing | Apartment | 32 | 25 | 33 200 |
| Row house or semi-detached house | 17 | 15 | 19 900 | |
| Detached house | 46 | 52 | 70 300 | |
| Farm | 4 | 7 | 9 300 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 83 | 111 500 |
| Rented residence | 20 | 14 | 17 300 | |
| Right of residence apartment | 2 | 1 | 1 300 | |
| Something else | 1 | 1 | 1 300 | |
| Can not say | 1 | 1 | 1 300 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 62 400 |
| No | 58 | 53 | 69 000 | |
| Can not say | 1 | 1 | 1 300 | |
| Number of cars in household | One car | 45 | 44 | 58 400 |
| Two cars | 30 | 36 | 47 800 | |
| Three or more cars | 10 | 12 | 15 900 | |
| No car | 14 | 8 | 10 600 | |
| Type of car, if buying now | New | 21 | 24 | 31 800 |
| Used | 70 | 74 | 98 200 | |
| Company car | 5 | 5 | 6 600 | |
| Leasing (personal) | 9 | 11 | 14 600 | |
| Shared car | 3 | 2 | 2 700 | |
| Doesn't use a car | 8 | 4 | 5 300 | |
| Can not say | 5 | 3 | 4 000 | |
| Advertising ban at the door / mailbox | Yes | 27 | 21 | 26 500 |
| No | 72 | 79 | 104 800 | |
| Can not say | 1 | 1 | 1 300 | |
| Using AdBlocker or similar application | Yes | 19 | 20 | 25 200 |
| No | 76 | 74 | 99 500 | |
| Can not say | 5 | 6 | 8 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 11 | 14 600 |
| Turku or Tampere | 8 | 6 | 8 000 | |
| Oulu | 4 | 4 | 5 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 13 | 15 900 | |
| Urban municipality | 25 | 28 | 38 500 | |
| Conurbation | 16 | 18 | 23 900 | |
| Countryside | 13 | 20 | 27 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 18 | 23 900 |
| 5-6 days a week | 4 | 7 | 9 300 | |
| 1-4 days a week | 24 | 36 | 47 800 | |
| Monthly | 25 | 22 | 29 200 | |
| Rarely | 26 | 16 | 19 900 | |
| Never | 8 | 1 | 1 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 35 800 |
| 5-6 days a week | 5 | 7 | 9 300 | |
| 1-4 days a week | 20 | 25 | 31 800 | |
| Monthly | 15 | 12 | 15 900 | |
| Rarely | 23 | 19 | 26 500 | |
| Never | 13 | 9 | 13 300 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 33 | 45 100 |
| 5-6 days a week | 5 | 7 | 9 300 | |
| 1-4 days a week | 23 | 32 | 42 500 | |
| Monthly | 15 | 11 | 14 600 | |
| Rarely | 24 | 16 | 19 900 | |
| Never | 8 | 1 | 1 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 58 | 75 600 |
| 5-6 days a week | 9 | 10 | 13 300 | |
| 1-4 days a week | 17 | 18 | 25 200 | |
| Monthly | 6 | 3 | 4 000 | |
| Rarely | 8 | 5 | 8 000 | |
| Never | 5 | 5 | 6 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 6 600 |
| 5-6 days a week | 4 | 4 | 5 300 | |
| 1-4 days a week | 41 | 47 | 63 700 | |
| Monthly | 18 | 17 | 22 600 | |
| Rarely | 23 | 18 | 23 900 | |
| Never | 9 | 7 | 9 300 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 23 900 |
| 5-6 days a week | 10 | 12 | 15 900 | |
| 1-4 days a week | 30 | 31 | 39 800 | |
| Monthly | 21 | 19 | 25 200 | |
| Rarely | 15 | 15 | 19 900 | |
| Never | 6 | 5 | 6 600 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 15 900 |
| 5-6 days a week | 10 | 10 | 13 300 | |
| 1-4 days a week | 22 | 21 | 27 900 | |
| Monthly | 9 | 10 | 13 300 | |
| Rarely | 13 | 15 | 21 200 | |
| Never | 30 | 30 | 41 100 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 71 700 |
| 5-6 days a week | 10 | 9 | 11 900 | |
| 1-4 days a week | 19 | 17 | 22 600 | |
| Monthly | 12 | 10 | 13 300 | |
| Rarely | 12 | 8 | 10 600 | |
| Never | 3 | 2 | 1 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 57 100 |
| 5-6 days a week | 12 | 13 | 17 300 | |
| 1-4 days a week | 22 | 20 | 25 200 | |
| Monthly | 12 | 8 | 10 600 | |
| Rarely | 13 | 10 | 13 300 | |
| Never | 8 | 7 | 9 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 35 800 |
| 5-6 days a week | 6 | 8 | 10 600 | |
| 1-4 days a week | 16 | 20 | 26 500 | |
| Monthly | 13 | 14 | 18 600 | |
| Rarely | 27 | 22 | 29 200 | |
| Never | 15 | 9 | 11 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 20 | 26 500 |
| 5-6 days a week | 9 | 11 | 14 600 | |
| 1-4 days a week | 21 | 23 | 30 500 | |
| Monthly | 14 | 12 | 15 900 | |
| Rarely | 23 | 20 | 27 900 | |
| Never | 16 | 13 | 18 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 5 300 |
| 5-6 days a week | 3 | 4 | 5 300 | |
| 1-4 days a week | 11 | 11 | 13 300 | |
| Monthly | 14 | 12 | 14 600 | |
| Rarely | 27 | 30 | 39 800 | |
| Never | 36 | 37 | 49 100 | |
| Can not say | 2 | 3 | 4 000 | |
| User frequency and following: Social media | Daily | 59 | 50 | 65 000 |
| 5-6 days a week | 8 | 11 | 14 600 | |
| 1-4 days a week | 8 | 8 | 10 600 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 6 | 7 | 9 300 | |
| Never | 16 | 21 | 27 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 11 900 |
| 5-6 days a week | 6 | 5 | 6 600 | |
| 1-4 days a week | 13 | 12 | 14 600 | |
| Monthly | 8 | 9 | 11 900 | |
| Rarely | 20 | 21 | 29 200 | |
| Never | 38 | 42 | 57 100 | |
| Can not say | 1 | 2 | 2 700 | |
| User frequency: Instant messaging | Daily | 69 | 64 | 84 900 |
| 5-6 days a week | 11 | 11 | 14 600 | |
| 1-4 days a week | 9 | 12 | 15 900 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 2 | 3 | 4 000 | |
| Never | 6 | 7 | 9 300 | |
| Can not say | 0 | 1 | 1 300 | |
| Reading frequency: Printed books | Daily | 16 | 12 | 15 900 |
| 5-6 days a week | 6 | 4 | 6 600 | |
| 1-4 days a week | 14 | 15 | 19 900 | |
| Monthly | 22 | 24 | 31 800 | |
| Rarely | 34 | 36 | 46 400 | |
| Never | 7 | 8 | 10 600 | |
| Can not say | 1 | 1 | 1 300 | |
| Reading frequency: E-books | Daily | 3 | 2 | 2 700 |
| 5-6 days a week | 1 | 1 | 2 700 | |
| 1-4 days a week | 4 | 3 | 4 000 | |
| Monthly | 7 | 7 | 9 300 | |
| Rarely | 30 | 30 | 38 500 | |
| Never | 53 | 55 | 73 000 | |
| Can not say | 1 | 2 | 2 700 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 5 300 |
| 5-6 days a week | 3 | 2 | 2 700 | |
| 1-4 days a week | 6 | 5 | 6 600 | |
| Monthly | 8 | 7 | 8 000 | |
| Rarely | 23 | 22 | 27 900 | |
| Never | 54 | 59 | 79 600 | |
| Can not say | 1 | 1 | 1 300 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 22 | 27 900 |
| 5-6 days a week | 9 | 11 | 14 600 | |
| 1-4 days a week | 23 | 23 | 30 500 | |
| Monthly | 21 | 21 | 27 900 | |
| Rarely | 17 | 12 | 15 900 | |
| Never | 10 | 11 | 14 600 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 5 | 6 600 |
| 5-6 days a week | 2 | 3 | 2 700 | |
| 1-4 days a week | 8 | 9 | 11 900 | |
| Monthly | 8 | 6 | 8 000 | |
| Rarely | 12 | 13 | 17 300 | |
| Never | 59 | 56 | 75 600 | |
| Cant say / No answer | 6 | 8 | 10 600 | |
| Usage/following: Facebook | Daily | 39 | 36 | 47 800 |
| 5-6 days a week | 8 | 8 | 10 600 | |
| 1-4 days a week | 11 | 12 | 15 900 | |
| Monthly | 6 | 6 | 8 000 | |
| Rarely | 9 | 9 | 11 900 | |
| Never | 22 | 24 | 31 800 | |
| Cant say / No answer | 4 | 6 | 8 000 | |
| Usage/Following: Instagram | Daily | 32 | 22 | 29 200 |
| 5-6 days a week | 7 | 6 | 6 600 | |
| 1-4 days a week | 9 | 9 | 11 900 | |
| Monthly | 5 | 5 | 6 600 | |
| Rarely | 9 | 12 | 15 900 | |
| Never | 33 | 40 | 53 100 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/following rate: Snapchat | Daily | 15 | 10 | 11 900 |
| 5-6 days a week | 2 | 3 | 2 700 | |
| 1-4 days a week | 3 | 2 | 2 700 | |
| Monthly | 2 | 2 | 2 700 | |
| Rarely | 5 | 7 | 9 300 | |
| Never | 69 | 72 | 95 500 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 6 600 |
| 5-6 days a week | 2 | 3 | 4 000 | |
| 1-4 days a week | 4 | 4 | 5 300 | |
| Monthly | 5 | 5 | 6 600 | |
| Rarely | 11 | 11 | 14 600 | |
| Never | 68 | 66 | 87 600 | |
| Cant say / No answer | 5 | 6 | 8 000 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 9 300 |
| 5-6 days a week | 3 | 3 | 4 000 | |
| 1-4 days a week | 4 | 5 | 6 600 | |
| Monthly | 3 | 3 | 4 000 | |
| Rarely | 8 | 8 | 10 600 | |
| Never | 68 | 68 | 90 200 | |
| Cant say / No answer | 4 | 6 | 8 000 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 13 300 |
| Partially agree | 43 | 42 | 55 700 | |
| Partially disagree | 30 | 32 | 43 800 | |
| Completely disagree | 10 | 12 | 15 900 | |
| Can not say | 3 | 3 | 4 000 | |
| I prefer domestic products | Completely agree | 33 | 35 | 46 400 |
| Partially agree | 55 | 54 | 71 700 | |
| Partially disagree | 9 | 9 | 11 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 2 | 2 700 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 16 | 21 200 |
| Partially agree | 54 | 57 | 75 600 | |
| Partially disagree | 18 | 20 | 26 500 | |
| Completely disagree | 4 | 5 | 5 300 | |
| Can not say | 3 | 3 | 4 000 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 33 200 |
| Partially agree | 58 | 57 | 75 600 | |
| Partially disagree | 15 | 15 | 19 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 2 | 2 700 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 11 900 |
| Partially agree | 48 | 47 | 63 700 | |
| Partially disagree | 33 | 37 | 49 100 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 2 | 2 | 1 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 33 | 43 800 |
| Partially agree | 50 | 52 | 69 000 | |
| Partially disagree | 9 | 11 | 14 600 | |
| Completely disagree | 2 | 3 | 4 000 | |
| Can not say | 1 | 1 | 1 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 8 000 |
| Partially agree | 24 | 24 | 31 800 | |
| Partially disagree | 38 | 40 | 53 100 | |
| Completely disagree | 24 | 22 | 29 200 | |
| Can not say | 9 | 8 | 10 600 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 6 600 |
| Partially agree | 36 | 40 | 53 100 | |
| Partially disagree | 45 | 41 | 54 400 | |
| Completely disagree | 11 | 11 | 14 600 | |
| Can not say | 4 | 2 | 4 000 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 39 800 |
| Partially agree | 58 | 58 | 77 000 | |
| Partially disagree | 11 | 10 | 11 900 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 2 | 1 | 1 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 4 000 |
| Partially agree | 28 | 29 | 38 500 | |
| Partially disagree | 29 | 31 | 41 100 | |
| Completely disagree | 32 | 32 | 42 500 | |
| Can not say | 7 | 5 | 6 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 13 300 |
| Partially agree | 32 | 33 | 43 800 | |
| Partially disagree | 37 | 36 | 47 800 | |
| Completely disagree | 20 | 19 | 25 200 | |
| Can not say | 2 | 2 | 2 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 14 | 18 600 |
| Partially agree | 50 | 51 | 67 700 | |
| Partially disagree | 24 | 24 | 31 800 | |
| Completely disagree | 6 | 8 | 10 600 | |
| Can not say | 4 | 3 | 4 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 12 | 15 900 |
| Partially agree | 51 | 52 | 69 000 | |
| Partially disagree | 22 | 25 | 31 800 | |
| Completely disagree | 6 | 8 | 10 600 | |
| Can not say | 3 | 3 | 4 000 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 15 900 |
| Partially agree | 58 | 63 | 84 900 | |
| Partially disagree | 21 | 18 | 23 900 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 3 | 2 | 2 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 11 900 |
| Partially agree | 41 | 39 | 50 400 | |
| Partially disagree | 31 | 36 | 47 800 | |
| Completely disagree | 12 | 13 | 17 300 | |
| Can not say | 3 | 4 | 5 300 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 18 600 |
| Quite positively | 61 | 65 | 87 600 | |
| Quite negatively | 16 | 14 | 18 600 | |
| Very negative | 4 | 3 | 4 000 | |
| Can not say | 6 | 4 | 5 300 | |
| Magazines | Very positive | 13 | 13 | 17 300 |
| Quite positively | 60 | 62 | 82 300 | |
| Quite negatively | 17 | 16 | 21 200 | |
| Very negative | 4 | 4 | 5 300 | |
| Can not say | 6 | 5 | 6 600 | |
| Free and local newspapers | Very positive | 24 | 25 | 33 200 |
| Quite positively | 56 | 58 | 78 300 | |
| Quite negatively | 11 | 9 | 11 900 | |
| Very negative | 4 | 3 | 4 000 | |
| Can not say | 6 | 4 | 5 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 6 | 8 000 |
| Quite positively | 45 | 48 | 63 700 | |
| Quite negatively | 30 | 30 | 39 800 | |
| Very negative | 10 | 9 | 11 900 | |
| Can not say | 8 | 7 | 9 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 5 300 |
| Quite positively | 33 | 31 | 41 100 | |
| Quite negatively | 32 | 33 | 43 800 | |
| Very negative | 17 | 18 | 23 900 | |
| Can not say | 12 | 14 | 18 600 | |
| Blogs | Very positive | 4 | 3 | 4 000 |
| Quite positively | 25 | 24 | 31 800 | |
| Quite negatively | 29 | 28 | 35 800 | |
| Very negative | 16 | 18 | 23 900 | |
| Can not say | 26 | 27 | 37 200 | |
| Newsletters to email | Very positive | 2 | 2 | 2 700 |
| Quite positively | 17 | 17 | 22 600 | |
| Quite negatively | 34 | 36 | 47 800 | |
| Very negative | 43 | 43 | 57 100 | |
| Can not say | 4 | 3 | 4 000 | |
| Other websites | Very positive | 3 | 2 | 2 700 |
| Quite positively | 38 | 37 | 49 100 | |
| Quite negatively | 34 | 35 | 47 800 | |
| Very negative | 14 | 14 | 18 600 | |
| Can not say | 11 | 11 | 14 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 9 300 |
| Quite positively | 46 | 47 | 62 400 | |
| Quite negatively | 29 | 30 | 38 500 | |
| Very negative | 13 | 13 | 17 300 | |
| Can not say | 4 | 3 | 4 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 6 600 |
| Quite positively | 35 | 37 | 49 100 | |
| Quite negatively | 33 | 33 | 43 800 | |
| Very negative | 20 | 21 | 27 900 | |
| Can not say | 7 | 5 | 6 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 26 500 |
| Quite positively | 46 | 46 | 62 400 | |
| Quite negatively | 17 | 17 | 22 600 | |
| Very negative | 14 | 14 | 18 600 | |
| Can not say | 5 | 3 | 4 000 | |
| Out-of-home advertising | Very positive | 11 | 12 | 15 900 |
| Quite positively | 52 | 51 | 67 700 | |
| Quite negatively | 21 | 22 | 29 200 | |
| Very negative | 9 | 8 | 10 600 | |
| Can not say | 8 | 7 | 9 300 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 17 | 22 600 |
| Partially agree | 60 | 63 | 83 600 | |
| Partially disagree | 11 | 9 | 11 900 | |
| Completely disagree | 3 | 3 | 4 000 | |
| Can not say | 9 | 8 | 10 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 14 | 18 600 |
| Partially agree | 57 | 60 | 79 600 | |
| Partially disagree | 14 | 15 | 19 900 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 8 | 7 | 9 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 30 500 |
| Partially agree | 46 | 51 | 69 000 | |
| Partially disagree | 12 | 11 | 14 600 | |
| Completely disagree | 5 | 4 | 5 300 | |
| Can not say | 15 | 11 | 13 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 49 100 |
| Partially agree | 49 | 48 | 63 700 | |
| Partially disagree | 7 | 6 | 8 000 | |
| Completely disagree | 2 | 2 | 2 700 | |
| Can not say | 10 | 7 | 9 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 26 500 |
| Partially agree | 51 | 53 | 70 300 | |
| Partially disagree | 14 | 13 | 17 300 | |
| Completely disagree | 3 | 3 | 2 700 | |
| Can not say | 16 | 11 | 14 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 14 600 |
| Partially agree | 52 | 53 | 69 000 | |
| Partially disagree | 18 | 19 | 25 200 | |
| Completely disagree | 3 | 3 | 4 000 | |
| Can not say | 17 | 15 | 19 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 31 800 |
| Partially agree | 58 | 57 | 75 600 | |
| Partially disagree | 9 | 11 | 14 600 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 9 | 7 | 9 300 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 9 300 |
| Partially agree | 25 | 25 | 33 200 | |
| Partially disagree | 23 | 27 | 35 800 | |
| Completely disagree | 36 | 33 | 45 100 | |
| Can not say | 10 | 7 | 9 300 | |
| I read important magazines from cover to cover | Completely agree | 16 | 17 | 22 600 |
| Partially agree | 33 | 36 | 49 100 | |
| Partially disagree | 29 | 30 | 39 800 | |
| Completely disagree | 17 | 13 | 17 300 | |
| Can not say | 5 | 3 | 4 000 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 10 600 |
| Partially agree | 45 | 43 | 57 100 | |
| Partially disagree | 28 | 32 | 43 800 | |
| Completely disagree | 10 | 9 | 11 900 | |
| Can not say | 10 | 8 | 10 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 15 900 |
| Partially agree | 35 | 39 | 51 800 | |
| Partially disagree | 23 | 22 | 29 200 | |
| Completely disagree | 23 | 19 | 25 200 | |
| Can not say | 9 | 7 | 9 300 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 11 900 |
| Partially agree | 33 | 34 | 45 100 | |
| Partially disagree | 27 | 30 | 39 800 | |
| Completely disagree | 24 | 20 | 26 500 | |
| Can not say | 8 | 7 | 9 300 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 11 | 14 600 |
| Partially agree | 50 | 48 | 63 700 | |
| Partially disagree | 19 | 23 | 30 500 | |
| Completely disagree | 13 | 14 | 18 600 | |
| Can not say | 5 | 5 | 6 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 5 | 6 600 |
| Partially agree | 29 | 26 | 34 500 | |
| Partially disagree | 27 | 31 | 41 100 | |
| Completely disagree | 29 | 32 | 42 500 | |
| Can not say | 7 | 5 | 6 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 2 700 |
| Partially agree | 18 | 14 | 18 600 | |
| Partially disagree | 33 | 34 | 45 100 | |
| Completely disagree | 38 | 43 | 57 100 | |
| Can not say | 10 | 8 | 10 600 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 15 | 21 200 |
| Partially agree | 41 | 44 | 58 400 | |
| Partially disagree | 23 | 23 | 29 200 | |
| Completely disagree | 12 | 13 | 17 300 | |
| Can not say | 8 | 6 | 6 600 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 16 | 22 600 |
| Newspapers | 12 | 17 | 22 600 | |
| Magazine websites | 7 | 12 | 15 900 | |
| Newspaper websites | 8 | 11 | 14 600 | |
| Blogs | 3 | 4 | 5 300 | |
| Social media | 16 | 18 | 23 900 | |
| Other websites | 44 | 55 | 71 700 | |
| Television | 11 | 16 | 21 200 | |
| Radio | 2 | 3 | 4 000 | |
| Direct mail | 10 | 13 | 17 300 | |
| None of these | 39 | 26 | 34 500 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 17 | 23 900 |
| Newspapers | 15 | 20 | 26 500 | |
| Magazine websites | 9 | 11 | 14 600 | |
| Newspaper websites | 11 | 12 | 15 900 | |
| Blogs | 6 | 5 | 6 600 | |
| Social media | 28 | 24 | 30 500 | |
| Other websites | 50 | 53 | 70 300 | |
| Television | 19 | 23 | 30 500 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 35 | 40 | 53 100 | |
| None of these | 16 | 12 | 15 900 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 14 | 18 600 |
| Newspapers | 8 | 10 | 13 300 | |
| Magazine websites | 10 | 8 | 10 600 | |
| Newspaper websites | 7 | 8 | 10 600 | |
| Blogs | 7 | 4 | 5 300 | |
| Social media | 31 | 18 | 23 900 | |
| Other websites | 17 | 14 | 17 300 | |
| Television | 14 | 17 | 22 600 | |
| Radio | 2 | 4 | 5 300 | |
| Direct mail | 17 | 18 | 23 900 | |
| None of these | 43 | 52 | 69 000 | |
| Information sources, travel | Print magazines | 16 | 17 | 22 600 |
| Newspapers | 15 | 19 | 25 200 | |
| Magazine websites | 10 | 10 | 13 300 | |
| Newspaper websites | 11 | 12 | 14 600 | |
| Blogs | 12 | 11 | 13 300 | |
| Social media | 38 | 29 | 38 500 | |
| Other websites | 49 | 53 | 70 300 | |
| Television | 17 | 18 | 25 200 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 9 | 10 | 13 300 | |
| None of these | 25 | 22 | 29 200 | |
| Information sources, style and fashion | Print magazines | 22 | 18 | 25 200 |
| Newspapers | 11 | 14 | 19 900 | |
| Magazine websites | 12 | 9 | 11 900 | |
| Newspaper websites | 8 | 10 | 13 300 | |
| Blogs | 9 | 6 | 8 000 | |
| Social media | 37 | 25 | 31 800 | |
| Other websites | 34 | 32 | 41 100 | |
| Television | 18 | 20 | 27 900 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 25 | 25 | 34 500 | |
| None of these | 28 | 35 | 46 400 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 27 900 |
| Newspapers | 13 | 18 | 23 900 | |
| Magazine websites | 9 | 9 | 10 600 | |
| Newspaper websites | 9 | 11 | 14 600 | |
| Blogs | 7 | 7 | 8 000 | |
| Social media | 26 | 22 | 27 900 | |
| Other websites | 33 | 41 | 53 100 | |
| Television | 18 | 24 | 31 800 | |
| Radio | 2 | 3 | 4 000 | |
| Direct mail | 27 | 34 | 46 400 | |
| None of these | 31 | 23 | 30 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 32 | 42 500 |
| Newspapers | 25 | 29 | 39 800 | |
| Magazine websites | 21 | 19 | 25 200 | |
| Newspaper websites | 23 | 24 | 30 500 | |
| Blogs | 14 | 10 | 11 900 | |
| Social media | 45 | 33 | 42 500 | |
| Other websites | 32 | 35 | 45 100 | |
| Television | 29 | 34 | 45 100 | |
| Radio | 7 | 9 | 11 900 | |
| Direct mail | 26 | 31 | 41 100 | |
| None of these | 11 | 12 | 15 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 7 | 9 300 |
| Newspapers | 10 | 14 | 19 900 | |
| Magazine websites | 3 | 4 | 5 300 | |
| Newspaper websites | 5 | 7 | 9 300 | |
| Blogs | 1 | 1 | 1 300 | |
| Social media | 12 | 10 | 11 900 | |
| Other websites | 27 | 28 | 35 800 | |
| Television | 12 | 16 | 22 600 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 16 | 19 | 26 500 | |
| None of these | 52 | 47 | 61 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 22 | 29 200 |
| Newspapers | 14 | 18 | 23 900 | |
| Magazine websites | 11 | 10 | 13 300 | |
| Newspaper websites | 9 | 9 | 11 900 | |
| Blogs | 7 | 5 | 6 600 | |
| Social media | 31 | 21 | 26 500 | |
| Other websites | 31 | 33 | 43 800 | |
| Television | 19 | 21 | 27 900 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 31 | 33 | 45 100 | |
| None of these | 24 | 26 | 34 500 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 15 900 |
| Newspapers | 11 | 14 | 18 600 | |
| Magazine websites | 6 | 8 | 9 300 | |
| Newspaper websites | 11 | 11 | 14 600 | |
| Blogs | 7 | 7 | 9 300 | |
| Social media | 22 | 17 | 21 200 | |
| Other websites | 32 | 36 | 47 800 | |
| Television | 8 | 12 | 15 900 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 4 | 6 | 8 000 | |
| None of these | 44 | 39 | 51 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 12 | 15 900 |
| Newspapers | 13 | 16 | 21 200 | |
| Magazine websites | 8 | 6 | 8 000 | |
| Newspaper websites | 9 | 9 | 11 900 | |
| Blogs | 5 | 4 | 5 300 | |
| Social media | 26 | 18 | 23 900 | |
| Other websites | 39 | 39 | 51 800 | |
| Television | 13 | 16 | 21 200 | |
| Radio | 3 | 4 | 5 300 | |
| Direct mail | 15 | 15 | 21 200 | |
| None of these | 36 | 39 | 51 800 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 13 | 17 300 |
| Newspapers | 16 | 20 | 26 500 | |
| Magazine websites | 7 | 8 | 10 600 | |
| Newspaper websites | 9 | 12 | 15 900 | |
| Blogs | 5 | 5 | 5 300 | |
| Social media | 26 | 20 | 25 200 | |
| Other websites | 42 | 44 | 58 400 | |
| Television | 14 | 18 | 25 200 | |
| Radio | 2 | 2 | 2 700 | |
| Direct mail | 30 | 36 | 47 800 | |
| None of these | 28 | 26 | 34 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 45 | 59 700 |
| Well-being and health | 50 | 38 | 50 400 | |
| Charity work | 13 | 9 | 11 900 | |
| Self development | 32 | 26 | 34 500 | |
| Celebrities | 14 | 7 | 9 300 | |
| Fishing | 16 | 59 | 78 300 | |
| Beauty care and cosmetics | 16 | 4 | 5 300 | |
| Literature | 27 | 18 | 23 900 | |
| Domestic and foreign news | 52 | 48 | 63 700 | |
| Domestic travel | 32 | 33 | 43 800 | |
| Culture | 33 | 17 | 22 600 | |
| Crafts | 25 | 16 | 22 600 | |
| Nature and going outdoor | 52 | 61 | 80 900 | |
| Hunting | 10 | 42 | 55 700 | |
| Style and fashion | 20 | 7 | 9 300 | |
| Music and concerts | 36 | 25 | 33 200 | |
| Going on summer cottage | 29 | 36 | 47 800 | |
| Local affairs | 55 | 59 | 78 300 | |
| Computer/console/mobile playing | 17 | 13 | 17 300 | |
| Politics | 42 | 41 | 54 400 | |
| Gardening and plants | 30 | 21 | 27 900 | |
| Building and renovating | 34 | 46 | 61 000 | |
| Food and drink | 38 | 28 | 37 200 | |
| Cooking, baking, recipes | 38 | 29 | 38 500 | |
| Investment | 23 | 25 | 33 200 | |
| Decorating | 28 | 12 | 15 900 | |
| Economic and finances | 35 | 41 | 54 400 | |
| Science | 35 | 36 | 46 400 | |
| Travelling abroad | 34 | 21 | 27 900 | |
| Sports, exercising | 45 | 57 | 75 600 | |
| Sailing, boating | 10 | 25 | 33 200 | |
| Consumer electronics and information technology | 21 | 24 | 30 500 | |
| Environmental matters | 31 | 24 | 31 800 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers October 2025
Contact info
Media sales
- Otavamedia Oy
- Uudenmaankatu 10
- 00120 Helsinki
- www.otavamedia.fi
- Mediamyynti Otavamedia
- yrityspalvelu@otavamedia.fi
Media
Publisher
- Otavamedia Oy
Publisher
- Otavamedia Oy
Vastaava päätoimittaja
- Sami Rainisto
Address
- Uudenmaankatu 10
- 00120 Helsinki
Postal address
- Uudenmaankatu 10
- 00015 Otavamedia
- era@otavamedia.fi