Finnish Magazine Rate Cards

Erä

Quality-conscious Outdoor Lover

Erä is Finland’s biggest fishing and outdoor magazine. The readers trek, hike, fish and lead an active outdoor life. They can be experienced Lapland wanderers or people who make day trips to the national parks of Southern Finland. The main thing is to enjoy nature and get experiences. Among the readers you will reach the broadest network of amateur fishers in Finland. The readers range from those after giant pikes to leisurely fly-fishers – people who are proud to delight their friends with new fish dishes. On Eralehti.fi outdoor and fishing enthusiasts can find lots of reading of this field: tests, fishing, camping, hiking, just name it.

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

You're looking at rate card for the year 2023 The information for 2024 has not been updated yet.

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Otavamedia Oy
Phone	09 15 661
Contact person	Mediamyynti Otavamedia yrityspalvelu@otavamedia.fi
Www	https://yrityksille.otavamedia.fi/

Contact info

Publisher	Otavamedia Oy
Visiting address	Firdonkatu 2 T 151 00520 Helsinki
Phone	09 15 661
Magazine's email	era@otavamedia.fi
Vastaava päätoimittaja	Reijo Ruokanen

Circulation or copies

Issues per year	12

Readership

Readership	165 000
Total reach	174 000
How many times read	2.2
Minutes of reading	57 min
Sources	KMT 2023

Online audience

Magazine's website	http://www.eralehti.fi

Average weekly reach Source: FIAM

August 2023

14 931

-27.89 %

July 2023

20 707

83.17 %

June 2023

11 305

-18.07 %

May 2023

13 798

25.72 %

April 2023

10 975

-9.46 %

March 2023

12 122

-34.76 %

February 2023

18 581

81.92 %

January 2023

10 214

15.54 %

December 2022

8 840

-23.69 %

November 2022

11 584

15.14 %

October 2022

10 061

-26.74 %

September 2022

13 734

-40.99 %

Average weekly pageviews Source: FIAM

August 2023

29 956

-30.3 %

July 2023

42 976

72.17 %

June 2023

24 961

-27.68 %

May 2023

34 517

-2.44 %

April 2023

35 380

5.33 %

March 2023

33 590

-31.72 %

February 2023

49 192

36.79 %

January 2023

35 961

42.63 %

December 2022

25 212

-17.1 %

November 2022

30 411

14.83 %

October 2022

26 484

-5.65 %

September 2022

28 070

-24.85 %

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	11.01.2023	12.12.2022	19.12.2022		Thema: Talvikalastus ja pilkkivälineet.
2	08.02.2023	11.01.2023	18.01.2023		Thema: Suuret ja pienet kalat: Kala2022-kilpailun satoa.
3	08.03.2023	15.02.2023	22.02.2023		Thema: Kevätjäille ja -hangille. Kevättalvi on pilkkijän ja talviretkeilijän huippusesonkia.
4	12.04.2023	13.03.2023	20.03.2023		Thema: Eräveneet ja varusteet. Uutuuksia ja arvioita.
5	10.05.2023	11.04.2023	18.04.2023		Thema: Avoveteen ja kevätretkelle. Avoveden kalastuskausi alkaa, vinkkejä vesille.
6	07.06.2023	09.05.2023	16.05.2023		Thema: Luonto-Erä eli luontoaiheisiin keskittyvä numero.
7	12.07.2023	13.06.2023	20.06.2023		Thema: Lomakalastus ja lähiretkeily.
8	16.08.2023	19.07.2023	26.07.2023		Thema: Retkeily ja vaellus - varusteet ja kohteet.
9	13.09.2023	16.08.2023	23.08.2023		Thema: Metsästys ja aseet - eränkävijän sadonkorjuu.
10	11.10.2023	13.09.2023	20.09.2023		Thema: Eräelektroniikka ja erämatkailu.
11	08.11.2023	11.10.2023	18.10.2023		Thema: Eräruoka ja eräperinne.
12	13.12.2023	14.11.2023	21.11.2023		Thema: Kauden aikana kokeiltua ja vertailtua. Katsaus kauden kiinnostavaan vieheantiin ja muihin varusteisiin.

Advertisement rates

2/1

Position: Not specified

Size including margin: 420 x 275 mm

4-colour price 5400 €

2/1

Position: 1. Spread

Size including margin: 420 x 275 mm

4-colour price 5940 €

2/1

Position: Second spread

Size including margin: 420 x 275 mm

4-colour price 5940 €

1/1

Position: Not specified

Size including margin: 210 x 275 mm

4-colour price 3000 €

1/1

Position: 2. Cover

Size including margin: 210 x 275 mm

4-colour price 3300 €

1/1

Position: 3. Cover

Size including margin: 210 x 275 mm

4-colour price 3300 €

1/1 Takakansi

Position: Back cover

Size including margin: 210 x 245 mm

4-colour price 3300 €

1/2

Position: Not specified

Size including margin: 102 x 275 mm

4-colour price 2030 €

1/2

Position: Not specified

Size including margin: 210 x 135 mm

4-colour price 2030 €

1/4

Position: Not specified

Size including margin: 49 x 275 mm

4-colour price 1500 €

1/4

Position: Not specified

Size including margin: 210 x 66 mm

4-colour price 1500 €

1/4

Position: Not specified

Size including margin: 102 x 135 mm

4-colour price 1500 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	210 x 275 mm
Printing area mm	210 x 275 mm
Bleed mm	5 mm
Column width	45 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	PunaMusta Oy , Tampere

Technical info / material

Ad material delivery	Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
Technical data	yrityksille.otavamedia.fi/tekniset tiedot ja hinnat

Readers: 165 000 / KMT 2023 Download magazine graphs (PDF)

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

Reader profile		All 15+ %	Erä Readers %	Erä Amount of readers
Readership (KMT 2023)	165 000
Total reach	174 000
Sex	Women	51	21	34 650
Sex	Men	49	79	130 350

Native language	Finnish	95	98	161 700
Native language	Swedish	5	2	3 300

Age	15-24 y	13	6	9 900
	25-34 y	14	8	13 200
	35-44 y	14	12	19 800
	45-54 y	14	13	21 450
	55-64 y	16	20	33 000
	65+ y	29	41	67 650

Gender + age	Female 15-29 years	10	1	1 650
	Female 30-49 years	14	5	8 250
	Female 50+ years	28	15	24 750
	Male 15-29 years	10	8	13 200
	Male 30-49 years	14	19	31 350
	Male 50+ years	24	52	85 800

Household position	Lives at home with parents	7	4	6 600
	Lives alone	28	22	36 300
	Lives with spouse	37	47	77 550
	Lives with spouse and children	24	24	39 600
	Single parent	2	2	3 300
	Other	3	2	3 300

Grandchildren under 18 years of age	Yes	21	28	46 200
	No	38	46	75 900
	No answer (under 45 year olds)	41	26	42 900

Profession	Top Management	4	4	6 600
	white-collar worker, higher-level	16	12	19 800
	White-collar worker	12	9	14 850
	Worker	10	12	19 800
	Farmer	1	2	3 300
	Other entrepreneur	3	4	6 600
	Pensioner	31	42	69 300
	Student, pupil	11	5	8 250
	Homewife, home dad	0	0	0
	Unemployed	2	2	3 300
	Other	6	5	8 250
	No answer	3	2	3 300

Education	Elementary school	5	8	13 200
	Secondary school	7	6	9 900
	Vocational	28	36	59 400
	High school	14	10	16 500
	University of Applied Sciences	19	18	29 700
	University	27	21	34 650
	Something else	2	1	1 650

Size of the household	1 pers	28	21	34 650
	2 pers	38	49	80 850
	3 pers	14	14	23 100
	4 pers	12	10	16 500
	5+ pers	7	6	9 900

Household income (gross)	Below 20 000 € /y	11	7	11 550
	20 000 - 35 000 € /y	19	18	29 700
	35 001 - 50 000 € /y	20	24	39 600
	50 001 - 85 000 € /y	22	26	42 900
	85 001 - 100 000 € /y	7	9	14 850
	Over 100 000 € /y	9	9	14 850
	Don't want to tell	5	3	4 950
	Can't say / No answer	7	4	6 600

Decision-maker in grocery purchases	Yes	93	92	151 800
	Don't know	7	7	11 550
	Can not say	1	1	1 650

Housing	Apartment	32	21	34 650
	Row house or semi-detached house	15	14	23 100
	Detached house	47	58	95 700
	Farm	4	8	13 200
	Something else	1	1	1 650
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	84	138 600
	Rented residence	20	12	19 800
	Right of residence apartment	2	3	4 950
	Something else	1	1	1 650
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	40	45	74 250
	No	59	55	90 750
	Can not say	1	1	1 650

Using AdBlocker or similar application	Yes	19	16	26 400
	No	76	79	130 350
	Can not say	5	5	8 250

Number of cars in household	One car	45	45	74 250
	Two cars	32	37	61 050
	Three or more cars	10	12	19 800
	No car	14	6	9 900

PUUTTUU	PUUTTUU	22	26	42 900
	PUUTTUU	67	70	115 500
	PUUTTUU	4	3	4 950
	PUUTTUU	8	9	14 850
	PUUTTUU	2	2	3 300
	PUUTTUU	8	4	6 600
	PUUTTUU	5	4	6 600

Advertising ban at the door / mailbox	Yes	24	15	24 750
	No	76	84	138 600
	Can not say	1	0	0

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	49	80 850
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	1 650
	Retired	31	42	69 300
	Unemployed / laid off	2	2	3 300
	Schoolboy or student	11	5	8 250
	Housewife or father	0	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	1 650
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	27	44 550
	No	25	20	33 000
	Can't say / No answer	50	52	85 800

Health services used in the household	Public health services	85	86	141 900
	Employer - funded health care services	49	45	74 250
	Private, self-funded healthcare services	39	39	64 350
	Private health insurance services	22	20	33 000
	No health care	1	0	0
	Can not say	1	1	1 650

Type of municipality (7 class)	Greater Helsinki	19	9	14 850
	Turku or Tampere	8	5	8 250
	Oulu	4	5	8 250
	70 000 - 150 000 inhabitants town	13	12	19 800
	Urban municipality	27	29	47 850
	Conurbation	16	19	31 350
	Countryside	13	22	36 300

Pets in household	Cat	17	18	29 700
	Dog	26	27	44 550
	Some other pet	5	5	8 250
	No pets	59	59	97 350

Family with kids	Yes	32	28	46 200
Family with kids	No	68	72	118 800

Use of glasses or contact lenses	Yes	67	71	117 150
Use of glasses or contact lenses	No	33	29	47 850
How often different content is read
The frequency of reading: Print magazines	Daily	15	24	39 600
	5-6 days a week	4	8	13 200
	1-4 days a week	26	33	54 450
	Monthly	24	19	31 350
	Rarely	23	15	24 750
	Never	7	1	1 650
	Can not say	1	1	1 650

The frequency of reading: Magazine content in digital format	Daily	21	29	47 850
	5-6 days a week	5	4	6 600
	1-4 days a week	19	19	31 350
	Monthly	15	16	26 400
	Rarely	24	21	34 650
	Never	14	10	16 500
	Can not say	1	1	1 650

The frequency of reading: Print newspapers or afternoon papers	Daily	30	41	67 650
	5-6 days a week	4	8	13 200
	1-4 days a week	23	26	42 900
	Monthly	13	9	14 850
	Rarely	21	13	21 450
	Never	7	2	3 300
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	55	90 750
	5-6 days a week	9	10	16 500
	1-4 days a week	16	14	23 100
	Monthly	6	6	9 900
	Rarely	9	11	18 150
	Never	6	5	8 250
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	5	8	13 200
	5-6 days a week	4	5	8 250
	1-4 days a week	44	49	80 850
	Monthly	17	15	24 750
	Rarely	20	16	26 400
	Never	9	6	9 900
	Can not say	1	1	1 650

The frequency of watching: Free online TV services	Daily	15	17	28 050
	5-6 days a week	9	10	16 500
	1-4 days a week	30	27	44 550
	Monthly	23	23	37 950
	Rarely	15	16	26 400
	Never	7	7	11 550
	Can not say	1	0	0

The frequency of watching: Pay TV and streaming services	Daily	16	13	21 450
	5-6 days a week	10	8	13 200
	1-4 days a week	22	20	33 000
	Monthly	10	10	16 500
	Rarely	11	12	19 800
	Never	31	36	59 400
	Can not say	0	1	1 650

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	60	99 000
	5-6 days a week	9	9	14 850
	1-4 days a week	19	14	23 100
	Monthly	11	8	13 200
	Rarely	12	8	13 200
	Never	3	2	3 300
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	35	47	77 550
	5-6 days a week	12	13	21 450
	1-4 days a week	22	18	29 700
	Monthly	11	8	13 200
	Rarely	12	9	14 850
	Never	7	6	9 900
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	32	52 800
	5-6 days a week	7	9	14 850
	1-4 days a week	16	17	28 050
	Monthly	13	10	16 500
	Rarely	26	21	34 650
	Never	16	10	16 500
	Can not say	1	0	0

The frequency of listening: Programs of commercial radio channels	Daily	16	21	34 650
	5-6 days a week	10	12	19 800
	1-4 days a week	21	22	36 300
	Monthly	14	11	18 150
	Rarely	21	20	33 000
	Never	16	14	23 100
	Can not say	1	1	1 650

The frequency of listening: Podcasts	Daily	4	3	4 950
	5-6 days a week	3	3	4 950
	1-4 days a week	9	7	11 550
	Monthly	13	11	18 150
	Rarely	28	26	42 900
	Never	41	47	77 550
	Can not say	2	3	4 950

User frequency and following: Social media	Daily	57	48	79 200
	5-6 days a week	7	6	9 900
	1-4 days a week	8	10	16 500
	Monthly	3	5	8 250
	Rarely	6	7	11 550
	Never	19	23	37 950
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	8	13 200
	5-6 days a week	5	4	6 600
	1-4 days a week	11	8	13 200
	Monthly	8	9	14 850
	Rarely	22	20	33 000
	Never	40	50	82 500
	Can not say	1	1	1 650

User frequency: Instant messaging	Daily	68	55	90 750
	5-6 days a week	9	10	16 500
	1-4 days a week	10	16	26 400
	Monthly	3	4	6 600
	Rarely	3	4	6 600
	Never	8	10	16 500
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	69	113 850
	No	41	31	51 150
	Can not say	1	0	0

I tend to buy tabloids	Yes	8	14	23 100
	No	90	84	138 600
	Can not say	2	3	4 950

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	56	92 400
	No	52	43	70 950
	Can not say	2	1	1 650

I tend to buy single copy magazines	Yes	17	18	29 700
	No	81	79	130 350
	Can not say	2	2	3 300

PUUTTUU	PUUTTUU	13	13	21 450
	PUUTTUU	5	1	1 650
	PUUTTUU	7	5	8 250
	PUUTTUU	15	17	28 050
	PUUTTUU	8	11	18 150
	PUUTTUU	7	7	11 550
	PUUTTUU	10	11	18 150
	PUUTTUU	6	2	3 300
	PUUTTUU	9	8	13 200
	PUUTTUU	9	8	13 200
	PUUTTUU	4	2	3 300
	PUUTTUU	5	2	3 300
	PUUTTUU	13	12	19 800
	PUUTTUU	8	6	9 900
	PUUTTUU	13	14	23 100
	PUUTTUU	7	4	6 600
	PUUTTUU	8	9	14 850
	PUUTTUU	3	5	8 250
	PUUTTUU	56	56	92 400
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	53	87 450
	PUUTTUU	40	46	75 900
	PUUTTUU	2	2	3 300

PUUTTUU	PUUTTUU	87	89	146 850
	PUUTTUU	11	10	16 500
	PUUTTUU	1	1	1 650

PUUTTUU	PUUTTUU	73	73	120 450
	PUUTTUU	25	25	41 250
	PUUTTUU	2	2	3 300

PUUTTUU	PUUTTUU	81	84	138 600
	PUUTTUU	18	15	24 750
	PUUTTUU	2	1	1 650

PUUTTUU	PUUTTUU	57	58	95 700
	PUUTTUU	41	39	64 350
	PUUTTUU	1	2	3 300

PUUTTUU	PUUTTUU	30	31	51 150
	PUUTTUU	63	62	102 300
	PUUTTUU	7	6	9 900

PUUTTUU	PUUTTUU	84	86	141 900
	PUUTTUU	15	13	21 450
	PUUTTUU	1	1	1 650

PUUTTUU	PUUTTUU	41	43	70 950
	PUUTTUU	57	54	89 100
	PUUTTUU	2	3	4 950

PUUTTUU	PUUTTUU	86	87	143 550
	PUUTTUU	14	12	19 800
	PUUTTUU	1	1	1 650

PUUTTUU	PUUTTUU	30	26	42 900
	PUUTTUU	65	71	117 150
	PUUTTUU	5	3	4 950

PUUTTUU	PUUTTUU	39	41	67 650
	PUUTTUU	60	57	94 050
	PUUTTUU	1	2	3 300

PUUTTUU	PUUTTUU	67	65	107 250
	PUUTTUU	30	32	52 800
	PUUTTUU	3	3	4 950

PUUTTUU	PUUTTUU	67	63	103 950
	PUUTTUU	31	36	59 400
	PUUTTUU	3	1	1 650

PUUTTUU	PUUTTUU	67	71	117 150
	PUUTTUU	30	27	44 550
	PUUTTUU	2	2	3 300

Erä magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	Erä Readers %	Erä Amount of readers
Attitude towards advertising: Newspapers	Positive	77	78	128 700
	Can not say	4	4	6 600
	Negative	18	18	29 700

Attitude towards advertising: Magazines	Positive	77	76	125 400
	Can not say	5	5	8 250
	Negative	19	19	31 350

Attitude towards advertising: Free and local newspapers	Positive	82	85	140 250
	Can not say	5	4	6 600
	Negative	13	11	18 150

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	52	85 800
	Can not say	8	9	14 850
	Negative	37	39	64 350

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	37	61 050
	Can not say	12	14	23 100
	Negative	47	49	80 850

Attitude towards advertising: Blogs	Positive	30	27	44 550
	Can not say	27	30	49 500
	Negative	41	43	70 950

Attitude towards advertising: Newsletters to email	Positive	19	20	33 000
	Can not say	2	3	4 950
	Negative	79	77	127 050

Attitude towards advertising: Other websites	Positive	43	40	66 000
	Can not say	10	11	18 150
	Negative	46	48	79 200

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	54	89 100
	Can not say	3	2	3 300
	Negative	40	43	70 950

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	42	69 300
	Can not say	6	5	8 250
	Negative	53	54	89 100

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	72	118 800
	Can not say	4	2	3 300
	Negative	28	26	42 900

Attitude towards advertising: Out-of-home advertising	Positive	66	61	100 650
	Can not say	6	6	9 900
	Negative	29	33	54 450

Erä magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	Erä Readers %	Erä Amount of readers
I relax and get inspired by magazines	Agree	77	80	132 000
	Disagree	15	15	24 750
	Can not say	7	6	9 900

I experience pampering moments with magazines	Agree	50	49	80 850
	Disagree	39	40	66 000
	Can not say	10	11	18 150

A professional magazine keeps me up to date on professional matters	Agree	70	75	123 750
	Disagree	17	14	23 100
	Can not say	12	10	16 500

The industry specialty magazine provides information on my hobbies and interests	Agree	81	84	138 600
	Disagree	10	10	16 500
	Can not say	9	7	11 550

Finnish magazines offer reliable comparisons and tests	Agree	68	76	125 400
	Disagree	18	16	26 400
	Can not say	14	9	14 850

Finnish magazines offer reliable product recommendations	Agree	64	67	110 550
	Disagree	21	23	37 950
	Can not say	15	10	16 500

Finnish magazines are of high quality	Agree	81	81	133 650
	Disagree	12	13	21 450
	Can not say	7	6	9 900

I follow important magazines on social media	Agree	32	31	51 150
	Disagree	60	62	102 300
	Can not say	8	8	13 200

I read important magazines from cover to cover	Agree	52	56	92 400
	Disagree	43	40	66 000
	Can not say	5	4	6 600

Ads are part of the content of the magazine	Agree	64	63	103 950
	Disagree	31	33	54 450
	Can not say	5	4	6 600

Ads in magazines make new things familiar	Agree	67	66	108 900
	Disagree	28	29	47 850
	Can not say	6	5	8 250

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	57	94 050
	Disagree	42	38	62 700
	Can not say	6	5	8 250

I have purchased products based on the ad in magazine	Agree	46	46	75 900
	Disagree	49	48	79 200
	Can not say	6	5	8 250

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	55	90 750
	Disagree	35	39	64 350
	Can not say	4	5	8 250

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	31	51 150
	Disagree	55	63	103 950
	Can not say	6	7	11 550

I rely on product recommendations from bloggers and tubers	Agree	21	16	26 400
	Disagree	66	72	118 800
	Can not say	14	13	21 450

Erä magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	Erä Readers %	Erä Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	17	28 050
	Newspapers	14	19	31 350
	Magazine websites	7	9	14 850
	Newspaper websites	7	8	13 200
	Blogs	2	1	1 650
	Social media	12	9	14 850
	Other websites	42	46	75 900
	Television	10	11	18 150
	Radio	1	2	3 300
	Direct mail	10	13	21 450
	None of the above	40	32	52 800

Information sources, consumer electronics and information technology	Print magazines	15	19	31 350
	Newspapers	19	25	41 250
	Magazine websites	10	10	16 500
	Newspaper websites	9	8	13 200
	Blogs	5	3	4 950
	Social media	23	16	26 400
	Other websites	50	47	77 550
	Television	17	20	33 000
	Radio	3	3	4 950
	Direct mail	36	44	72 600
	None of the above	16	14	23 100

Information sources, beauty care and cosmetics	Print magazines	18	13	21 450
	Newspapers	8	10	16 500
	Magazine websites	9	5	8 250
	Newspaper websites	5	4	6 600
	Blogs	8	2	3 300
	Social media	25	10	16 500
	Other websites	16	11	18 150
	Television	12	14	23 100
	Radio	2	2	3 300
	Direct mail	16	18	29 700
	None of the above	47	57	94 050

Information sources, travel	Print magazines	17	19	31 350
	Newspapers	15	17	28 050
	Magazine websites	10	9	14 850
	Newspaper websites	9	8	13 200
	Blogs	10	5	8 250
	Social media	31	19	31 350
	Other websites	48	45	74 250
	Television	16	19	31 350
	Radio	3	3	4 950
	Direct mail	10	12	19 800
	None of the above	29	31	51 150

Information sources, style and fashion	Print magazines	24	21	34 650
	Newspapers	14	16	26 400
	Magazine websites	12	8	13 200
	Newspaper websites	7	7	11 550
	Blogs	9	3	4 950
	Social media	32	16	26 400
	Other websites	34	27	44 550
	Television	17	17	28 050
	Radio	1	1	1 650
	Direct mail	25	27	44 550
	None of the above	30	37	61 050

Information sources, building and renovating	Print magazines	20	22	36 300
	Newspapers	16	20	33 000
	Magazine websites	9	10	16 500
	Newspaper websites	7	8	13 200
	Blogs	6	3	4 950
	Social media	20	13	21 450
	Other websites	33	35	57 750
	Television	18	20	33 000
	Radio	2	2	3 300
	Direct mail	28	32	52 800
	None of the above	32	27	44 550

Information sources, food, cooking and baking	Print magazines	37	39	64 350
	Newspapers	28	32	52 800
	Magazine websites	20	14	23 100
	Newspaper websites	17	16	26 400
	Blogs	14	7	11 550
	Social media	38	26	42 900
	Other websites	34	29	47 850
	Television	28	32	52 800
	Radio	6	7	11 550
	Direct mail	26	29	47 850
	None of the above	13	15	24 750

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	7	11 550
	Newspapers	12	16	26 400
	Magazine websites	3	3	4 950
	Newspaper websites	5	5	8 250
	Blogs	1	1	1 650
	Social media	10	7	11 550
	Other websites	24	25	41 250
	Television	11	12	19 800
	Radio	2	1	1 650
	Direct mail	17	20	33 000
	None of the above	52	48	79 200

Information sources, decorating and furniture purchases	Print magazines	24	23	37 950
	Newspapers	16	21	34 650
	Magazine websites	11	10	16 500
	Newspaper websites	7	6	9 900
	Blogs	8	3	4 950
	Social media	26	13	21 450
	Other websites	31	28	46 200
	Television	18	18	29 700
	Radio	1	2	3 300
	Direct mail	30	33	54 450
	None of the above	27	28	46 200

Information sources, saving and investing	Print magazines	9	10	16 500
	Newspapers	10	11	18 150
	Magazine websites	6	5	8 250
	Newspaper websites	9	8	13 200
	Blogs	6	4	6 600
	Social media	16	10	16 500
	Other websites	30	30	49 500
	Television	6	7	11 550
	Radio	3	3	4 950
	Direct mail	3	4	6 600
	None of the above	49	48	79 200

Information sources, health and wellbeing products / services	Print magazines	14	12	19 800
	Newspapers	15	16	26 400
	Magazine websites	7	6	9 900
	Newspaper websites	6	6	9 900
	Blogs	5	2	3 300
	Social media	21	14	23 100
	Other websites	37	34	56 100
	Television	12	13	21 450
	Radio	2	2	3 300
	Direct mail	17	20	33 000
	None of the above	38	40	66 000

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	14	23 100
	Newspapers	19	23	37 950
	Magazine websites	7	6	9 900
	Newspaper websites	8	7	11 550
	Blogs	5	2	3 300
	Social media	22	14	23 100
	Other websites	41	38	62 700
	Television	13	15	24 750
	Radio	1	1	1 650
	Direct mail	31	33	54 450
	None of the above	29	30	49 500

Erä magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	Erä Readers %	Erä Amount of readers
PUUTTUU	Cars, motor vehicles	26	40	66 000
	Well-being and health	53	43	70 950
	Charity work	14	10	16 500
	Self development	32	26	42 900
	PUUTTUU	15	6	9 900
	PUUTTUU	17	60	99 000
	PUUTTUU	16	5	8 250
	PUUTTUU	27	26	42 900
	PUUTTUU	55	56	92 400
	PUUTTUU	34	37	61 050
	PUUTTUU	32	22	36 300
	PUUTTUU	26	22	36 300
	PUUTTUU	53	66	108 900
	PUUTTUU	10	43	70 950
	PUUTTUU	22	9	14 850
	PUUTTUU	35	27	44 550
	PUUTTUU	30	40	66 000
	PUUTTUU	56	56	92 400
	PUUTTUU	16	11	18 150
	PUUTTUU	40	40	66 000
	PUUTTUU	33	31	51 150
	PUUTTUU	39	55	90 750
	PUUTTUU	40	33	54 450
	PUUTTUU	40	31	51 150
	PUUTTUU	23	20	33 000
	PUUTTUU	31	11	18 150
	PUUTTUU	36	41	67 650
	PUUTTUU	36	28	46 200
	PUUTTUU	46	51	84 150
	PUUTTUU	11	23	37 950
	PUUTTUU	23	19	31 350
	PUUTTUU	33	37	61 050
	PUUTTUU	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	33	54 450
	Repair and construction products	40	45	74 250
	Domestic appliances	39	44	72 600
	Electronics or IT products	50	53	87 450
	Cars	18	20	33 000
	Clothing and footwear	82	78	128 700
	Eyeglasses, contact lenses or sunglasses	35	34	56 100
	Sports clothing, footwear or equipment	60	55	90 750
	Saving or investing products or services	26	24	39 600
	Cosmetics and beauty products	45	28	46 200
	Mobile phones	31	32	52 800
	Travels	37	33	54 450
	Products and services for health and well-being	58	50	82 500
	None of the above	2	1	1 650

Intentions to purchase within 12 months	Furniture and furnishings	29	21	34 650
	Repair and construction products	36	42	69 300
	Domestic appliances	20	19	31 350
	Electronics or IT products	28	29	47 850
	Cars	14	15	24 750
	Clothing and footwear	65	59	97 350
	Eyeglasses, contact lenses or sunglasses	27	27	44 550
	Sports clothing, footwear or equipment	43	41	67 650
	Saving or investing products or services	22	18	29 700
	Cosmetics and beauty products	36	19	31 350
	Mobile phones	16	16	26 400
	Travels	41	39	64 350
	Products and services for health and well-being	46	38	62 700
	None of the above	7	6	9 900

Planned acquisitions in the househould over the next 2 years	Building a house	3	3	4 950
	Buying an apartment	11	9	14 850
	Home renovation	29	30	49 500
	Buying a car	25	26	42 900
	Buying a boat	3	4	6 600
	None of these	50	48	79 200

Will consider switching over the next 12 months	Bank	7	7	11 550
	Insurance company	10	9	14 850
	electric company	18	21	34 650
	Internet Connection	8	9	14 850
	Phone-subscription	12	13	21 450
	None of the above	47	48	79 200
	Can not say	19	18	29 700

Use of extra money	Magazines, books, movies	17	13	21 450
	Eating, drinking, partying in a restaurant	32	25	41 250
	Exercises and sports equipment	26	26	42 900
	Cultural events (eg. concerts, theater, festivals)	33	27	44 550
	Renovation, interior design	25	29	47 850
	Health services and personal well-being	21	22	36 300
	Travel	40	37	61 050
	Consumer electronics and IT equipment, mobile phones	16	17	28 050
	Clothes, shoes and bags	23	14	23 100
	Home services (cleaning and other housekeeping services)	6	5	8 250
	Car, boat, motorcycle	13	20	33 000
	Cosmetics and beauty care	10	4	6 600
	Saving, investing	46	45	74 250
	Other	8	8	13 200
	There is no extra money left after mandatory expenses	8	7	11 550
	Can not say	3	3	4 950
Planning on buying/doing in the next 12 months

Erä magazine's reader profile / Source NRS 2023

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Readers: 165 000 / KMT 2023 Download magazine graphs (PDF)

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