Glorian ruoka & viini
The biggest and most renowned food magazine in Finland celebrates the joys of good food. Glorian ruoka & viini offers good food for every day of the week – quick and tasty recipes for everyday life and slower flavours for the weekend. The magazine combines wine and food in a practical way by making drink recommendations for recipes, wine tips and practical information on combining wine and food. Glorian ruoka & viini tells you the best product, food travel and restaurant tips and presents the most interesting food phenomena from us and around the world. Readers of the magazine have high purchasing power and are curious, experimental foodies and heavy users of lifestyle. Glorian ruoka & viini is by far the best way to reach food influencers. Please note: The back cover ad size has changed as of August 1, 2026. The new size is 230 × 267 mm (previously 230 × 272 mm).
Issues per year
10 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 9.1.2026 | 11.12.2025 | 15.12.2025 | Food & drink trends for 2026. Warm vegetarian dishes for the cold season. Citrus baking. |
| 2 | 12.2.2026 | 22.1.2026 | 26.1.2026 | Japanese winter food. Rice and noodles. Winter wines. |
| 3 | 19.3.2026 | 26.2.2026 | 2.3.2026 | Restaurant-style food at home. Easter centerpieces, wines, and desserts. |
| 4 | 23.4.2026 | 31.3.2026 | 2.4.2026 | Spring in Italy on your plate and in your glass. Spring party buffet and trendy cakes. Wines and drinks for the festive table. |
| 5 | 28.5.2026 | 6.5.2026 | 8.5.2026 | Early summer’s most anticipated flavors and grilling season hits. Easy Midsummer. Drinks for grilling season. |
| 6 | 2.7.2026 | 10.6.2026 | 12.6.2026 | Relaxed summer meals from around the world. Coolest salads for hot days. Summer baking. Light summer wines. |
| 7 | 13.8.2026 | 23.7.2026 | 27.7.2026 | Quick and easy everyday food. Seasonal Mediterranean flavors. Savory pies & a glass of wine. |
| 8 | 17.9.2026 | 27.8.2026 | 31.8.2026 | Finland and forest flavors. Finnish classics with a twist. Wines of Germany and Austria. |
| 9 | 22.10.2026 | 1.10.2026 | 5.10.2026 | French flavors for the winter season. Pre-Christmas party. Best wines, restaurants, market finds, and other joys of the year. |
| 10 | 26.11.2026 | 5.11.2026 | 9.11.2026 | Christmas and New Year across three continents. Christmas baking. Holiday wines and drinks. |
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2027 | 10.12.2026 | 14.12.2026 | New favorite recipes from Asia. A great meatball guide, food and wine trends and warming dishes from sweet potatoes. |
| 2 | 11.2.2027 | 21.1.2027 | 25.1.2027 | The world on a plate. Hot delicacies from Mexico and the world, the restaurant chef's oven porridge and the best rolls. |
| 3 | 18.3.2027 | 25.2.2027 | 1.3.2027 | Mediterranean Easter. Herbs & lemon, restaurant chef's rooster in wine and the rise of Alsatian pinot noirs. |
| 4 | 22.4.2027 | 1.4.2027 | 5.4.2027 | Spring party from morning to evening. Festive breakfast, asparagus tips from the restaurant chef and recipes from early cabbage. |
| 5 | 27.5.2027 | 5.5.2027 | 10.5.2027 | Grilling + early summer delicacies. Quick summer pastas, lovely pastries from strawberry & cherry, griller's sauce guide and wines for grilled dishes. |
| 6 | 1.7.2027 | 10.6.2027 | 14.6.2027 | Relaxed holiday. Griller's marinades, baker's favorite recipes, zucchini and Portuguese wines & flavors. |
| 7 | 19.8.2027 | 29.7.2027 | 2.8.2027 | Seasonal flavors in French style. Quick everyday food the French way, charming tin pies and Burgundy wines. |
| 8 | 23.9.2027 | 2.9.2027 | 6.9.2027 | Italy. Sicilian flavours for autumn, wonderful mushroom pastas and apple delicacies. |
| 9 | 28.10.2027 | 7.10.2027 | 11.10.2027 | Bake the favorites of the end of the year. The best of the year, café cousins, wonderful Finnish flavors and Christmas parties. |
| 10 | 2.12.2027 | 11.11.2027 | 15.11.2027 | Christmas & New Year. The great Christmas classics and new favorites for the festive table. The best sparkling wines of the New Year. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 15 522 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 17 849 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 17 089 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 7 761 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 8 582 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 8 582 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 8 954 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 582 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 582 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 4 088 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 4 088 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 4 088 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Perfect Binding
Printer
Printall AS
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 15 522 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 17 849 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 17 089 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 7 761 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 8 582 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 8 582 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 8 954 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 582 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 582 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 4 088 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 4 088 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 4 088 € | *) size without marginal Prices valid until 31.12.2027 |
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
Printall AS
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge. "
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
Prices valid until 31.12.2026 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
148 500
Total reach
215 800
How many times read
2,3
Minutes of reading
67 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 148 500
Minutes of reading67 min
How many times read2,3
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 73 | 108 400 |
| Men | 49 | 27 | 40 100 | |
| Native language | Finnish | 95 | 95 | 141 100 |
| Swedish | 5 | 5 | 7 400 | |
| Age | 15-24 y | 13 | 4 | 5 900 |
| 25-34 y | 14 | 8 | 11 900 | |
| 35-44 y | 14 | 14 | 20 800 | |
| 45-54 y | 14 | 16 | 23 800 | |
| 55-64 y | 15 | 23 | 34 200 | |
| 65+ y | 30 | 35 | 52 000 | |
| Gender + age | Female 15-29 years | 9 | 5 | 7 400 |
| Female 30-49 years | 14 | 21 | 31 200 | |
| Female 50+ years | 28 | 47 | 69 800 | |
| Male 15-29 years | 10 | 2 | 3 000 | |
| Male 30-49 years | 15 | 7 | 10 400 | |
| Male 50+ years | 24 | 18 | 26 700 | |
| Household position | Lives at home with parents | 7 | 3 | 4 500 |
| Lives alone | 29 | 22 | 32 700 | |
| Lives with spouse | 36 | 45 | 66 800 | |
| Lives with spouse and children | 23 | 26 | 38 600 | |
| Single parent | 2 | 3 | 4 500 | |
| Other | 2 | 1 | 1 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 38 600 |
| No | 39 | 48 | 71 300 | |
| No answer (under 45 year olds) | 41 | 26 | 38 600 | |
| Education | Elementary school | 4 | 2 | 3 000 |
| Secondary school | 6 | 4 | 5 900 | |
| Vocational | 26 | 17 | 25 200 | |
| High school | 13 | 9 | 13 400 | |
| University of Applied Sciences | 19 | 19 | 28 200 | |
| University | 30 | 47 | 69 800 | |
| Something else | 2 | 2 | 3 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 142 600 |
| No | 7 | 4 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 78 | 115 800 |
| No | 32 | 22 | 32 700 | |
| Size of the household | 1 pers | 28 | 23 | 34 200 |
| 2 pers | 38 | 45 | 66 800 | |
| 3 pers | 14 | 15 | 22 300 | |
| 4 pers | 12 | 12 | 17 800 | |
| 5+ pers | 7 | 6 | 8 900 | |
| Household income (gross) | Below 20 000 € /y | 10 | 3 | 4 500 |
| 20 000 - 35 000 € /y | 15 | 12 | 17 800 | |
| 35 001 - 50 000 € /y | 18 | 17 | 25 200 | |
| 50 001 - 85 000 € /y | 21 | 22 | 32 700 | |
| 85 001 - 100 000 € /y | 8 | 10 | 14 800 | |
| Over 100 000 € /y | 12 | 21 | 31 200 | |
| Dont want to tell | 7 | 11 | 16 300 | |
| Cant say / No answer | 9 | 4 | 5 900 | |
| Family with kids | Yes | 33 | 32 | 47 500 |
| No | 67 | 68 | 101 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 19 300 |
| 2 children | 12 | 14 | 20 800 | |
| 3 children | 5 | 3 | 4 500 | |
| 4 children | 1 | 1 | 1 500 | |
| 5+ children | 1 | 1 | 1 500 | |
| There are no children | 67 | 68 | 101 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 12 | 17 800 |
| Dog | 24 | 24 | 35 600 | |
| Some other pet | 5 | 4 | 5 900 | |
| No pets | 62 | 65 | 96 500 | |
| Health services used in the household | Public health services | 85 | 83 | 123 300 |
| Employer - funded health care services | 51 | 55 | 81 700 | |
| Private, self-funded healthcare services | 39 | 49 | 72 800 | |
| Private health insurance services | 27 | 31 | 46 000 | |
| No health care | 1 | 1 | 1 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 38 | 56 400 |
| Row house or semi-detached house | 17 | 20 | 29 700 | |
| Detached house | 45 | 38 | 56 400 | |
| Farm | 4 | 4 | 5 900 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 82 | 121 800 |
| Rented residence | 22 | 15 | 22 300 | |
| Right of residence apartment | 2 | 2 | 3 000 | |
| Something else | 1 | 1 | 1 500 | |
| Can not say | 1 | 1 | 1 500 | |
| Cottage or holiday home in regular use | Yes | 41 | 50 | 74 200 |
| No | 58 | 49 | 72 800 | |
| Can not say | 1 | 1 | 1 500 | |
| Number of cars in household | One car | 46 | 47 | 69 800 |
| Two cars | 29 | 29 | 43 100 | |
| Three or more cars | 10 | 9 | 13 400 | |
| No car | 15 | 15 | 22 300 | |
| Type of car, if buying now | New | 18 | 23 | 34 200 |
| Used | 71 | 62 | 92 100 | |
| Company car | 5 | 5 | 7 400 | |
| Leasing (personal) | 9 | 12 | 17 800 | |
| Shared car | 2 | 2 | 3 000 | |
| Doesn't use a car | 8 | 9 | 13 400 | |
| Can not say | 5 | 7 | 10 400 | |
| Advertising ban at the door / mailbox | Yes | 29 | 31 | 46 000 |
| No | 70 | 69 | 102 500 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 17 800 |
| No | 75 | 82 | 121 800 | |
| Can not say | 5 | 5 | 7 400 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 39 | 57 900 |
| Turku or Tampere | 8 | 7 | 10 400 | |
| Oulu | 4 | 2 | 3 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 17 800 | |
| Urban municipality | 24 | 21 | 31 200 | |
| Conurbation | 17 | 12 | 17 800 | |
| Countryside | 12 | 7 | 10 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 21 | 31 200 |
| 5-6 days a week | 4 | 6 | 8 900 | |
| 1-4 days a week | 23 | 32 | 47 500 | |
| Monthly | 25 | 27 | 40 100 | |
| Rarely | 27 | 12 | 17 800 | |
| Never | 9 | 3 | 4 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 37 100 |
| 5-6 days a week | 5 | 6 | 8 900 | |
| 1-4 days a week | 18 | 22 | 32 700 | |
| Monthly | 16 | 16 | 23 800 | |
| Rarely | 24 | 22 | 32 700 | |
| Never | 13 | 9 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 39 | 57 900 |
| 5-6 days a week | 4 | 5 | 7 400 | |
| 1-4 days a week | 22 | 20 | 29 700 | |
| Monthly | 16 | 15 | 22 300 | |
| Rarely | 25 | 19 | 28 200 | |
| Never | 9 | 3 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 69 | 102 500 |
| 5-6 days a week | 9 | 5 | 7 400 | |
| 1-4 days a week | 16 | 14 | 20 800 | |
| Monthly | 7 | 3 | 4 500 | |
| Rarely | 8 | 6 | 8 900 | |
| Never | 5 | 3 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 5 900 |
| 5-6 days a week | 3 | 5 | 7 400 | |
| 1-4 days a week | 38 | 40 | 59 400 | |
| Monthly | 20 | 20 | 29 700 | |
| Rarely | 24 | 23 | 34 200 | |
| Never | 10 | 8 | 11 900 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 34 200 |
| 5-6 days a week | 10 | 13 | 19 300 | |
| 1-4 days a week | 29 | 29 | 43 100 | |
| Monthly | 20 | 19 | 28 200 | |
| Rarely | 15 | 10 | 14 800 | |
| Never | 6 | 5 | 7 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 19 | 28 200 |
| 5-6 days a week | 10 | 9 | 13 400 | |
| 1-4 days a week | 22 | 23 | 34 200 | |
| Monthly | 9 | 8 | 11 900 | |
| Rarely | 12 | 11 | 16 300 | |
| Never | 29 | 30 | 44 600 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 53 | 78 700 |
| 5-6 days a week | 10 | 11 | 16 300 | |
| 1-4 days a week | 19 | 19 | 28 200 | |
| Monthly | 12 | 9 | 13 400 | |
| Rarely | 13 | 6 | 8 900 | |
| Never | 4 | 1 | 1 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 36 | 53 500 |
| 5-6 days a week | 11 | 13 | 19 300 | |
| 1-4 days a week | 20 | 23 | 34 200 | |
| Monthly | 12 | 11 | 16 300 | |
| Rarely | 14 | 11 | 16 300 | |
| Never | 9 | 6 | 8 900 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 27 | 40 100 |
| 5-6 days a week | 5 | 5 | 7 400 | |
| 1-4 days a week | 15 | 18 | 26 700 | |
| Monthly | 13 | 13 | 19 300 | |
| Rarely | 27 | 24 | 35 600 | |
| Never | 16 | 12 | 17 800 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 26 700 |
| 5-6 days a week | 9 | 7 | 10 400 | |
| 1-4 days a week | 19 | 20 | 29 700 | |
| Monthly | 14 | 13 | 19 300 | |
| Rarely | 23 | 25 | 37 100 | |
| Never | 17 | 15 | 22 300 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 8 900 |
| 5-6 days a week | 4 | 5 | 7 400 | |
| 1-4 days a week | 12 | 10 | 14 800 | |
| Monthly | 14 | 14 | 20 800 | |
| Rarely | 26 | 27 | 40 100 | |
| Never | 35 | 35 | 52 000 | |
| Can not say | 2 | 2 | 3 000 | |
| User frequency and following: Social media | Daily | 62 | 59 | 87 600 |
| 5-6 days a week | 7 | 8 | 11 900 | |
| 1-4 days a week | 7 | 8 | 11 900 | |
| Monthly | 3 | 3 | 4 500 | |
| Rarely | 6 | 5 | 7 400 | |
| Never | 15 | 16 | 23 800 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 13 | 19 300 |
| 5-6 days a week | 5 | 3 | 4 500 | |
| 1-4 days a week | 13 | 11 | 16 300 | |
| Monthly | 8 | 8 | 11 900 | |
| Rarely | 20 | 22 | 32 700 | |
| Never | 36 | 40 | 59 400 | |
| Can not say | 1 | 2 | 3 000 | |
| Reading frequency: Printed books | Daily | 17 | 26 | 38 600 |
| 5-6 days a week | 6 | 6 | 8 900 | |
| 1-4 days a week | 15 | 16 | 23 800 | |
| Monthly | 22 | 23 | 34 200 | |
| Rarely | 34 | 25 | 37 100 | |
| Never | 7 | 4 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 5 900 |
| 5-6 days a week | 2 | 2 | 3 000 | |
| 1-4 days a week | 4 | 5 | 7 400 | |
| Monthly | 6 | 6 | 8 900 | |
| Rarely | 30 | 30 | 44 600 | |
| Never | 54 | 52 | 77 200 | |
| Can not say | 1 | 1 | 1 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 10 | 14 800 |
| 5-6 days a week | 3 | 4 | 5 900 | |
| 1-4 days a week | 6 | 7 | 10 400 | |
| Monthly | 8 | 8 | 11 900 | |
| Rarely | 23 | 22 | 32 700 | |
| Never | 52 | 48 | 71 300 | |
| Can not say | 1 | 1 | 1 500 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 12 | 17 800 |
| 5-6 days a week | 9 | 6 | 8 900 | |
| 1-4 days a week | 20 | 20 | 29 700 | |
| Monthly | 20 | 25 | 37 100 | |
| Rarely | 19 | 23 | 34 200 | |
| Never | 10 | 14 | 20 800 | |
| Can not say | 0 | 1 | 1 500 | |
| Usage/following: LinkedIn | Daily | 6 | 8 | 11 900 |
| 5-6 days a week | 2 | 4 | 5 900 | |
| 1-4 days a week | 7 | 11 | 16 300 | |
| Monthly | 8 | 11 | 16 300 | |
| Rarely | 13 | 11 | 16 300 | |
| Never | 52 | 45 | 66 800 | |
| Cant say / No answer | 11 | 11 | 16 300 | |
| Usage/following: Facebook | Daily | 40 | 43 | 63 900 |
| 5-6 days a week | 6 | 8 | 11 900 | |
| 1-4 days a week | 11 | 11 | 16 300 | |
| Monthly | 5 | 5 | 7 400 | |
| Rarely | 10 | 8 | 11 900 | |
| Never | 17 | 14 | 20 800 | |
| Cant say / No answer | 10 | 10 | 14 800 | |
| Usage/Following: Instagram | Daily | 37 | 38 | 56 400 |
| 5-6 days a week | 6 | 5 | 7 400 | |
| 1-4 days a week | 9 | 8 | 11 900 | |
| Monthly | 5 | 5 | 7 400 | |
| Rarely | 8 | 7 | 10 400 | |
| Never | 25 | 26 | 38 600 | |
| Cant say / No answer | 10 | 11 | 16 300 | |
| Usage/following rate: Snapchat | Daily | 16 | 8 | 11 900 |
| 5-6 days a week | 2 | 1 | 1 500 | |
| 1-4 days a week | 2 | 1 | 1 500 | |
| Monthly | 2 | 1 | 1 500 | |
| Rarely | 5 | 5 | 7 400 | |
| Never | 62 | 72 | 106 900 | |
| Cant say / No answer | 11 | 11 | 16 300 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 4 500 |
| 5-6 days a week | 2 | 1 | 1 500 | |
| 1-4 days a week | 4 | 2 | 3 000 | |
| Monthly | 3 | 3 | 4 500 | |
| Rarely | 11 | 11 | 16 300 | |
| Never | 66 | 68 | 101 000 | |
| Cant say / No answer | 10 | 11 | 16 300 | |
| Usage/Following: TikTok | Daily | 13 | 7 | 10 400 |
| 5-6 days a week | 2 | 2 | 3 000 | |
| 1-4 days a week | 4 | 3 | 4 500 | |
| Monthly | 3 | 2 | 3 000 | |
| Rarely | 8 | 8 | 11 900 | |
| Never | 62 | 68 | 101 000 | |
| Cant say / No answer | 10 | 11 | 16 300 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 3 000 |
| 5-6 days a week | 1 | 1 | 1 500 | |
| 1-4 days a week | 2 | 2 | 3 000 | |
| Monthly | 3 | 2 | 3 000 | |
| Rarely | 6 | 5 | 7 400 | |
| Never | 71 | 73 | 108 400 | |
| Cant say / No answer | 15 | 15 | 22 300 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 3 000 |
| 5-6 days a week | 1 | 1 | 1 500 | |
| 1-4 days a week | 4 | 5 | 7 400 | |
| Monthly | 3 | 3 | 4 500 | |
| Rarely | 5 | 6 | 8 900 | |
| Never | 69 | 68 | 101 000 | |
| Cant say / No answer | 15 | 15 | 22 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 2 | 3 000 | |
| Monthly | 1 | 1 | 1 500 | |
| Rarely | 3 | 3 | 4 500 | |
| Never | 80 | 78 | 115 800 | |
| Cant say / No answer | 15 | 15 | 22 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 20 800 |
| Partially agree | 42 | 44 | 65 300 | |
| Partially disagree | 29 | 30 | 44 600 | |
| Completely disagree | 10 | 11 | 16 300 | |
| Can not say | 3 | 2 | 3 000 | |
| I prefer domestic products | Completely agree | 33 | 38 | 56 400 |
| Partially agree | 55 | 51 | 75 700 | |
| Partially disagree | 9 | 9 | 13 400 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 2 | 1 | 1 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 35 600 |
| Partially agree | 54 | 58 | 86 100 | |
| Partially disagree | 18 | 14 | 20 800 | |
| Completely disagree | 4 | 2 | 3 000 | |
| Can not say | 4 | 2 | 3 000 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 28 | 41 600 |
| Partially agree | 58 | 57 | 84 600 | |
| Partially disagree | 14 | 12 | 17 800 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 3 | 2 | 3 000 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 14 800 |
| Partially agree | 48 | 43 | 63 900 | |
| Partially disagree | 32 | 39 | 57 900 | |
| Completely disagree | 5 | 6 | 8 900 | |
| Can not say | 2 | 2 | 3 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 37 | 54 900 |
| Partially agree | 49 | 50 | 74 200 | |
| Partially disagree | 9 | 9 | 13 400 | |
| Completely disagree | 2 | 2 | 3 000 | |
| Can not say | 1 | 1 | 1 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 7 400 |
| Partially agree | 23 | 24 | 35 600 | |
| Partially disagree | 38 | 40 | 59 400 | |
| Completely disagree | 24 | 22 | 32 700 | |
| Can not say | 10 | 9 | 13 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 5 900 |
| Partially agree | 37 | 39 | 57 900 | |
| Partially disagree | 43 | 45 | 66 800 | |
| Completely disagree | 10 | 9 | 13 400 | |
| Can not say | 4 | 3 | 4 500 | |
| I prefer local shops and services | Completely agree | 28 | 29 | 43 100 |
| Partially agree | 58 | 60 | 89 100 | |
| Partially disagree | 11 | 8 | 11 900 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 2 | 1 | 1 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 5 900 |
| Partially agree | 27 | 27 | 40 100 | |
| Partially disagree | 28 | 30 | 44 600 | |
| Completely disagree | 33 | 33 | 49 000 | |
| Can not say | 7 | 6 | 8 900 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 13 400 |
| Partially agree | 32 | 35 | 52 000 | |
| Partially disagree | 36 | 34 | 50 500 | |
| Completely disagree | 20 | 18 | 26 700 | |
| Can not say | 3 | 3 | 4 500 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 28 200 |
| Partially agree | 49 | 55 | 81 700 | |
| Partially disagree | 23 | 18 | 26 700 | |
| Completely disagree | 7 | 5 | 7 400 | |
| Can not say | 5 | 4 | 5 900 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 22 | 32 700 |
| Partially agree | 50 | 53 | 78 700 | |
| Partially disagree | 23 | 18 | 26 700 | |
| Completely disagree | 6 | 4 | 5 900 | |
| Can not say | 4 | 3 | 4 500 | |
| I prefer well-known brands | Completely agree | 13 | 16 | 23 800 |
| Partially agree | 59 | 60 | 89 100 | |
| Partially disagree | 20 | 18 | 26 700 | |
| Completely disagree | 5 | 3 | 4 500 | |
| Can not say | 3 | 3 | 4 500 | |
| I prefer used products in my purchases | Completely agree | 15 | 14 | 20 800 |
| Partially agree | 39 | 39 | 57 900 | |
| Partially disagree | 31 | 32 | 47 500 | |
| Completely disagree | 11 | 13 | 19 300 | |
| Can not say | 3 | 2 | 3 000 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 23 800 |
| Quite positively | 61 | 63 | 93 600 | |
| Quite negatively | 16 | 16 | 23 800 | |
| Very negative | 4 | 2 | 3 000 | |
| Can not say | 6 | 4 | 5 900 | |
| Magazines | Very positive | 12 | 16 | 23 800 |
| Quite positively | 60 | 63 | 93 600 | |
| Quite negatively | 18 | 16 | 23 800 | |
| Very negative | 4 | 2 | 3 000 | |
| Can not say | 7 | 4 | 5 900 | |
| Free and local newspapers | Very positive | 22 | 26 | 38 600 |
| Quite positively | 56 | 56 | 83 200 | |
| Quite negatively | 11 | 11 | 16 300 | |
| Very negative | 4 | 2 | 3 000 | |
| Can not say | 6 | 5 | 7 400 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 7 | 10 400 |
| Quite positively | 43 | 45 | 66 800 | |
| Quite negatively | 33 | 33 | 49 000 | |
| Very negative | 11 | 8 | 11 900 | |
| Can not say | 8 | 6 | 8 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 5 900 |
| Quite positively | 30 | 30 | 44 600 | |
| Quite negatively | 35 | 38 | 56 400 | |
| Very negative | 19 | 15 | 22 300 | |
| Can not say | 11 | 12 | 17 800 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 5 900 |
| Quite positively | 25 | 23 | 34 200 | |
| Quite negatively | 35 | 39 | 57 900 | |
| Very negative | 23 | 21 | 31 200 | |
| Can not say | 13 | 13 | 19 300 | |
| Newsletters to email | Very positive | 2 | 3 | 4 500 |
| Quite positively | 16 | 15 | 22 300 | |
| Quite negatively | 35 | 38 | 56 400 | |
| Very negative | 45 | 41 | 60 900 | |
| Can not say | 3 | 2 | 3 000 | |
| Other websites | Very positive | 2 | 4 | 5 900 |
| Quite positively | 32 | 32 | 47 500 | |
| Quite negatively | 39 | 40 | 59 400 | |
| Very negative | 15 | 11 | 16 300 | |
| Can not say | 12 | 13 | 19 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 8 | 11 900 |
| Quite positively | 44 | 46 | 68 300 | |
| Quite negatively | 31 | 32 | 47 500 | |
| Very negative | 14 | 11 | 16 300 | |
| Can not say | 4 | 3 | 4 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 7 400 |
| Quite positively | 33 | 33 | 49 000 | |
| Quite negatively | 35 | 37 | 54 900 | |
| Very negative | 21 | 21 | 31 200 | |
| Can not say | 7 | 4 | 5 900 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 16 | 23 800 |
| Quite positively | 44 | 46 | 68 300 | |
| Quite negatively | 21 | 19 | 28 200 | |
| Very negative | 15 | 13 | 19 300 | |
| Can not say | 5 | 5 | 7 400 | |
| Out-of-home advertising | Very positive | 11 | 12 | 17 800 |
| Quite positively | 51 | 52 | 77 200 | |
| Quite negatively | 22 | 22 | 32 700 | |
| Very negative | 9 | 6 | 8 900 | |
| Can not say | 8 | 8 | 11 900 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 25 | 37 100 |
| Partially agree | 59 | 62 | 92 100 | |
| Partially disagree | 10 | 7 | 10 400 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 11 | 5 | 7 400 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 22 | 32 700 |
| Partially agree | 56 | 62 | 92 100 | |
| Partially disagree | 14 | 9 | 13 400 | |
| Completely disagree | 4 | 2 | 3 000 | |
| Can not say | 10 | 5 | 7 400 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 38 | 56 400 |
| Partially agree | 39 | 39 | 57 900 | |
| Partially disagree | 17 | 15 | 22 300 | |
| Completely disagree | 4 | 3 | 4 500 | |
| Can not say | 8 | 5 | 7 400 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 26 | 38 600 |
| Partially agree | 44 | 47 | 69 800 | |
| Partially disagree | 11 | 8 | 11 900 | |
| Completely disagree | 5 | 5 | 7 400 | |
| Can not say | 18 | 14 | 20 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 54 900 |
| Partially agree | 47 | 46 | 68 300 | |
| Partially disagree | 7 | 5 | 7 400 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 12 | 11 | 16 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 26 700 |
| Partially agree | 51 | 54 | 80 200 | |
| Partially disagree | 13 | 10 | 14 800 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 18 | 16 | 23 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 13 | 19 300 |
| Partially agree | 50 | 53 | 78 700 | |
| Partially disagree | 17 | 15 | 22 300 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 20 | 16 | 23 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 29 | 43 100 |
| Partially agree | 57 | 57 | 84 600 | |
| Partially disagree | 9 | 7 | 10 400 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 10 | 6 | 8 900 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 14 | 20 800 |
| Partially agree | 48 | 50 | 74 200 | |
| Partially disagree | 22 | 21 | 31 200 | |
| Completely disagree | 7 | 7 | 10 400 | |
| Can not say | 13 | 8 | 11 900 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 15 | 22 300 |
| Partially agree | 33 | 36 | 53 500 | |
| Partially disagree | 22 | 23 | 34 200 | |
| Completely disagree | 22 | 19 | 28 200 | |
| Can not say | 11 | 8 | 11 900 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 16 300 |
| Partially agree | 31 | 37 | 54 900 | |
| Partially disagree | 26 | 26 | 38 600 | |
| Completely disagree | 24 | 19 | 28 200 | |
| Can not say | 10 | 7 | 10 400 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 22 | 32 700 |
| Partially agree | 48 | 51 | 75 700 | |
| Partially disagree | 20 | 15 | 22 300 | |
| Completely disagree | 12 | 8 | 11 900 | |
| Can not say | 7 | 4 | 5 900 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 12 | 17 800 |
| Partially agree | 28 | 35 | 52 000 | |
| Partially disagree | 27 | 26 | 38 600 | |
| Completely disagree | 28 | 21 | 31 200 | |
| Can not say | 10 | 6 | 8 900 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 7 400 |
| Partially agree | 36 | 35 | 52 000 | |
| Partially disagree | 35 | 37 | 54 900 | |
| Completely disagree | 9 | 8 | 11 900 | |
| Can not say | 16 | 16 | 23 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 18 | 26 700 |
| Partially agree | 39 | 42 | 62 400 | |
| Partially disagree | 23 | 24 | 35 600 | |
| Completely disagree | 12 | 10 | 14 800 | |
| Can not say | 10 | 7 | 10 400 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 11 900 |
| Partially agree | 20 | 22 | 32 700 | |
| Partially disagree | 23 | 24 | 35 600 | |
| Completely disagree | 42 | 40 | 59 400 | |
| Can not say | 7 | 6 | 8 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 44 | 65 300 |
| Partially agree | 27 | 29 | 43 100 | |
| Partially disagree | 11 | 11 | 16 300 | |
| Completely disagree | 14 | 14 | 20 800 | |
| Can not say | 2 | 2 | 3 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 39 | 57 900 |
| Partially agree | 39 | 40 | 59 400 | |
| Partially disagree | 13 | 11 | 16 300 | |
| Completely disagree | 10 | 9 | 13 400 | |
| Can not say | 3 | 2 | 3 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 23 800 |
| Partially agree | 33 | 33 | 49 000 | |
| Partially disagree | 21 | 21 | 31 200 | |
| Completely disagree | 24 | 28 | 41 600 | |
| Can not say | 4 | 3 | 4 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 23 | 34 200 |
| Partially agree | 33 | 35 | 52 000 | |
| Partially disagree | 25 | 22 | 32 700 | |
| Completely disagree | 21 | 19 | 28 200 | |
| Can not say | 3 | 2 | 3 000 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 26 700 |
| Partially agree | 21 | 22 | 32 700 | |
| Partially disagree | 17 | 16 | 23 800 | |
| Completely disagree | 37 | 40 | 59 400 | |
| Can not say | 8 | 3 | 4 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 29 | 43 100 |
| Partially agree | 52 | 53 | 78 700 | |
| Partially disagree | 12 | 8 | 11 900 | |
| Completely disagree | 4 | 4 | 5 900 | |
| Can not say | 8 | 6 | 8 900 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 78 | 115 800 |
| Partially agree | 16 | 15 | 22 300 | |
| Partially disagree | 3 | 3 | 4 500 | |
| Completely disagree | 2 | 2 | 3 000 | |
| Can not say | 5 | 3 | 4 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 42 | 62 400 |
| Partially agree | 39 | 39 | 57 900 | |
| Partially disagree | 15 | 9 | 13 400 | |
| Completely disagree | 8 | 5 | 7 400 | |
| Can not say | 7 | 5 | 7 400 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 63 | 93 600 |
| Cosmetics and beauty care | 16 | 25 | 37 100 | |
| Interior design and furniture | 26 | 33 | 49 000 | |
| Renovation and building | 24 | 26 | 38 600 | |
| Domestic appliances | 10 | 12 | 17 800 | |
| Consumer electronics and IT equipment | 13 | 10 | 14 800 | |
| Saving and investing | 14 | 17 | 25 200 | |
| Style and fashion | 21 | 33 | 49 000 | |
| Cars | 14 | 11 | 16 300 | |
| Travelling | 23 | 31 | 46 000 | |
| Sports clothing, footwear or equipment | 14 | 16 | 23 800 | |
| Health and wellness products/services | 19 | 27 | 40 100 | |
| None of these | 16 | 11 | 16 300 | |
| Can not say | 10 | 7 | 10 400 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 56 | 83 200 |
| Cosmetics and beauty care | 17 | 25 | 37 100 | |
| Interior design and furniture | 21 | 25 | 37 100 | |
| Renovation and building | 21 | 19 | 28 200 | |
| Domestic appliances | 10 | 10 | 14 800 | |
| Consumer electronics and IT equipment | 17 | 14 | 20 800 | |
| Saving and investing | 13 | 15 | 22 300 | |
| Style and fashion | 19 | 30 | 44 600 | |
| Cars | 13 | 10 | 14 800 | |
| Travelling | 23 | 30 | 44 600 | |
| Sports clothing, footwear or equipment | 16 | 18 | 26 700 | |
| Health and wellness products/services | 18 | 24 | 35 600 | |
| None of these | 21 | 19 | 28 200 | |
| Can not say | 12 | 10 | 14 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 16 | 23 800 |
| Well-being and health | 50 | 66 | 98 000 | |
| Charity work | 14 | 18 | 26 700 | |
| Self development | 32 | 40 | 59 400 | |
| Celebrities | 13 | 14 | 20 800 | |
| Fishing | 15 | 12 | 17 800 | |
| Beauty care and cosmetics | 16 | 28 | 41 600 | |
| Literature | 29 | 46 | 68 300 | |
| Domestic and foreign news | 51 | 66 | 98 000 | |
| Domestic travel | 33 | 41 | 60 900 | |
| Culture | 34 | 57 | 84 600 | |
| Crafts | 25 | 27 | 40 100 | |
| Nature and going outdoor | 52 | 56 | 83 200 | |
| Hunting | 9 | 6 | 8 900 | |
| Style and fashion | 20 | 37 | 54 900 | |
| Music and concerts | 37 | 52 | 77 200 | |
| Going on summer cottage | 29 | 34 | 50 500 | |
| Local affairs | 56 | 62 | 92 100 | |
| Computer/console/mobile playing | 17 | 7 | 10 400 | |
| Politics | 43 | 54 | 80 200 | |
| Gardening and plants | 29 | 42 | 62 400 | |
| Online gambling or betting | 5 | 5 | 7 400 | |
| Building and renovating | 34 | 35 | 52 000 | |
| Food and drink | 38 | 72 | 106 900 | |
| Cooking, baking, recipes | 38 | 67 | 99 500 | |
| Investment | 24 | 26 | 38 600 | |
| Decorating | 28 | 53 | 78 700 | |
| Economic and finances | 36 | 43 | 63 900 | |
| Science | 37 | 42 | 62 400 | |
| Travelling abroad | 34 | 47 | 69 800 | |
| Sports, exercising | 45 | 47 | 69 800 | |
| Sailing, boating | 9 | 12 | 17 800 | |
| Consumer electronics and information technology | 20 | 12 | 17 800 | |
| Environmental matters | 31 | 43 | 63 900 | |
| 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 | 4 500 |
| Buying an apartment | 11 | 13 | 19 300 | |
| Home renovation | 27 | 31 | 46 000 | |
| Buying a car | 27 | 26 | 38 600 | |
| Buying a boat | 3 | 3 | 4 500 | |
| None of these | 51 | 48 | 71 300 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 49 | 72 800 |
| Repair and construction products | 38 | 41 | 60 900 | |
| Domestic appliances | 37 | 40 | 59 400 | |
| Electronics or IT products | 49 | 43 | 63 900 | |
| Cars | 19 | 17 | 25 200 | |
| Clothing and footwear | 84 | 91 | 135 100 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 44 | 65 300 | |
| Sports clothing, footwear or equipment | 57 | 63 | 93 600 | |
| Saving or investing products or services | 32 | 38 | 56 400 | |
| Cosmetics and beauty products | 49 | 66 | 98 000 | |
| Mobile phones | 29 | 28 | 41 600 | |
| Travels | 50 | 60 | 89 100 | |
| Products and services for health and well-being | 61 | 70 | 104 000 | |
| None of the above | 1 | 1 | 1 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 33 | 49 000 |
| Repair and construction products | 33 | 36 | 53 500 | |
| Domestic appliances | 17 | 19 | 28 200 | |
| Electronics or IT products | 27 | 21 | 31 200 | |
| Cars | 14 | 12 | 17 800 | |
| Clothing and footwear | 68 | 76 | 112 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 46 000 | |
| Sports clothing, footwear or equipment | 43 | 48 | 71 300 | |
| Saving or investing products or services | 27 | 30 | 44 600 | |
| Cosmetics and beauty products | 39 | 55 | 81 700 | |
| Mobile phones | 15 | 13 | 19 300 | |
| Travels | 46 | 55 | 81 700 | |
| Products and services for health and well-being | 50 | 60 | 89 100 | |
| None of the above | 6 | 3 | 4 500 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 10 400 |
| Insurance company | 11 | 9 | 13 400 | |
| electric company | 15 | 13 | 19 300 | |
| Internet Connection | 10 | 9 | 13 400 | |
| Phone-subscription | 17 | 16 | 23 800 | |
| None of the above | 48 | 51 | 75 700 | |
| Can not say | 17 | 18 | 26 700 | |
| Uses of extra money | Travelling | 43 | 51 | 75 700 |
| Exercise hobbies and equipment | 28 | 30 | 44 600 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 51 | 75 700 | |
| Eating, drinking, partying in a restaurant | 38 | 43 | 63 900 | |
| Health services and one's own well-being | 22 | 27 | 40 100 | |
| Renovation, decoration | 23 | 26 | 38 600 | |
| Home services (cleaning and other housekeeping services) | 6 | 12 | 17 800 | |
| Pet services and supplies | 11 | 12 | 17 800 | |
| Car, boat, motorcycle | 13 | 7 | 10 400 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 9 | 13 400 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 20 | 29 700 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 13 | 19 300 | |
| Books (print, e-books, audiobooks) | 18 | 26 | 38 600 | |
| Clothes, shoes and bags | 24 | 31 | 46 000 | |
| Cosmetics and beauty care | 13 | 18 | 26 700 | |
| Saving, investing | 50 | 53 | 78 700 | |
| Other | 7 | 6 | 8 900 | |
| There is no extra money after mandatory expenses | 8 | 5 | 7 400 | |
| Can not say | 3 | 3 | 4 500 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 215 800
Only print 136 000
Only print 66 900
Print and online 12 900
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 69 | 108 400 |
| Men | 49 | 31 | 40 100 | |
| Native language | Finnish | 95 | 96 | 141 100 |
| Swedish | 5 | 4 | 7 400 | |
| Age | 15-24 y | 13 | 6 | 5 900 |
| 25-34 y | 14 | 10 | 11 900 | |
| 35-44 y | 14 | 16 | 20 800 | |
| 45-54 y | 14 | 17 | 23 800 | |
| 55-64 y | 15 | 21 | 34 200 | |
| 65+ y | 30 | 30 | 52 000 | |
| Gender + age | Female 15-29 years | 9 | 6 | 7 400 |
| Female 30-49 years | 14 | 22 | 31 200 | |
| Female 50+ years | 28 | 41 | 69 800 | |
| Male 15-29 years | 10 | 3 | 3 000 | |
| Male 30-49 years | 15 | 9 | 10 400 | |
| Male 50+ years | 24 | 19 | 26 700 | |
| Household position | Lives at home with parents | 7 | 4 | 4 500 |
| Lives alone | 29 | 22 | 32 700 | |
| Lives with spouse | 36 | 42 | 66 800 | |
| Lives with spouse and children | 23 | 29 | 38 600 | |
| Single parent | 2 | 2 | 4 500 | |
| Other | 2 | 1 | 1 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 38 600 |
| No | 39 | 45 | 71 300 | |
| No answer (under 45 year olds) | 41 | 32 | 38 600 | |
| Education | Elementary school | 4 | 2 | 3 000 |
| Secondary school | 6 | 4 | 5 900 | |
| Vocational | 26 | 16 | 25 200 | |
| High school | 13 | 9 | 13 400 | |
| University of Applied Sciences | 19 | 20 | 28 200 | |
| University | 30 | 46 | 69 800 | |
| Something else | 2 | 2 | 3 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 142 600 |
| No | 7 | 5 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 74 | 115 800 |
| No | 32 | 26 | 32 700 | |
| Size of the household | 1 pers | 28 | 22 | 34 200 |
| 2 pers | 38 | 42 | 66 800 | |
| 3 pers | 14 | 16 | 22 300 | |
| 4 pers | 12 | 13 | 17 800 | |
| 5+ pers | 7 | 7 | 8 900 | |
| Household income (gross) | Below 20 000 € /y | 10 | 3 | 4 500 |
| 20 000 - 35 000 € /y | 15 | 11 | 17 800 | |
| 35 001 - 50 000 € /y | 18 | 16 | 25 200 | |
| 50 001 - 85 000 € /y | 21 | 22 | 32 700 | |
| 85 001 - 100 000 € /y | 8 | 11 | 14 800 | |
| Over 100 000 € /y | 12 | 21 | 31 200 | |
| Dont want to tell | 7 | 10 | 16 300 | |
| Cant say / No answer | 9 | 6 | 5 900 | |
| Family with kids | Yes | 33 | 35 | 47 500 |
| No | 67 | 65 | 101 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 14 | 19 300 |
| 2 children | 12 | 15 | 20 800 | |
| 3 children | 5 | 4 | 4 500 | |
| 4 children | 1 | 1 | 1 500 | |
| 5+ children | 1 | 1 | 1 500 | |
| There are no children | 67 | 65 | 101 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 12 | 17 800 |
| Dog | 24 | 25 | 35 600 | |
| Some other pet | 5 | 5 | 5 900 | |
| No pets | 62 | 64 | 96 500 | |
| Health services used in the household | Public health services | 85 | 83 | 123 300 |
| Employer - funded health care services | 51 | 58 | 81 700 | |
| Private, self-funded healthcare services | 39 | 47 | 72 800 | |
| Private health insurance services | 27 | 31 | 46 000 | |
| No health care | 1 | 1 | 1 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 37 | 56 400 |
| Row house or semi-detached house | 17 | 20 | 29 700 | |
| Detached house | 45 | 39 | 56 400 | |
| Farm | 4 | 3 | 5 900 | |
| Something else | 1 | 1 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 80 | 121 800 |
| Rented residence | 22 | 17 | 22 300 | |
| Right of residence apartment | 2 | 3 | 3 000 | |
| Something else | 1 | 1 | 1 500 | |
| Can not say | 1 | 1 | 1 500 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 74 200 |
| No | 58 | 50 | 72 800 | |
| Can not say | 1 | 0 | 1 500 | |
| Number of cars in household | One car | 46 | 47 | 69 800 |
| Two cars | 29 | 29 | 43 100 | |
| Three or more cars | 10 | 9 | 13 400 | |
| No car | 15 | 15 | 22 300 | |
| Type of car, if buying now | New | 18 | 22 | 34 200 |
| Used | 71 | 64 | 92 100 | |
| Company car | 5 | 5 | 7 400 | |
| Leasing (personal) | 9 | 13 | 17 800 | |
| Shared car | 2 | 2 | 3 000 | |
| Doesn't use a car | 8 | 9 | 13 400 | |
| Can not say | 5 | 7 | 10 400 | |
| Advertising ban at the door / mailbox | Yes | 29 | 32 | 46 000 |
| No | 70 | 67 | 102 500 | |
| Can not say | 1 | 1 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 15 | 17 800 |
| No | 75 | 80 | 121 800 | |
| Can not say | 5 | 5 | 7 400 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 37 | 57 900 |
| Turku or Tampere | 8 | 8 | 10 400 | |
| Oulu | 4 | 2 | 3 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 17 800 | |
| Urban municipality | 24 | 22 | 31 200 | |
| Conurbation | 17 | 11 | 17 800 | |
| Countryside | 12 | 7 | 10 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 18 | 31 200 |
| 5-6 days a week | 4 | 5 | 8 900 | |
| 1-4 days a week | 23 | 29 | 47 500 | |
| Monthly | 25 | 27 | 40 100 | |
| Rarely | 27 | 17 | 17 800 | |
| Never | 9 | 3 | 4 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 37 100 |
| 5-6 days a week | 5 | 6 | 8 900 | |
| 1-4 days a week | 18 | 22 | 32 700 | |
| Monthly | 16 | 18 | 23 800 | |
| Rarely | 24 | 19 | 32 700 | |
| Never | 13 | 6 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 33 | 57 900 |
| 5-6 days a week | 4 | 5 | 7 400 | |
| 1-4 days a week | 22 | 19 | 29 700 | |
| Monthly | 16 | 17 | 22 300 | |
| Rarely | 25 | 22 | 28 200 | |
| Never | 9 | 4 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 69 | 102 500 |
| 5-6 days a week | 9 | 6 | 7 400 | |
| 1-4 days a week | 16 | 13 | 20 800 | |
| Monthly | 7 | 4 | 4 500 | |
| Rarely | 8 | 5 | 8 900 | |
| Never | 5 | 2 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 5 900 |
| 5-6 days a week | 3 | 4 | 7 400 | |
| 1-4 days a week | 38 | 39 | 59 400 | |
| Monthly | 20 | 21 | 29 700 | |
| Rarely | 24 | 23 | 34 200 | |
| Never | 10 | 8 | 11 900 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 22 | 34 200 |
| 5-6 days a week | 10 | 13 | 19 300 | |
| 1-4 days a week | 29 | 30 | 43 100 | |
| Monthly | 20 | 20 | 28 200 | |
| Rarely | 15 | 11 | 14 800 | |
| Never | 6 | 5 | 7 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 19 | 28 200 |
| 5-6 days a week | 10 | 10 | 13 400 | |
| 1-4 days a week | 22 | 24 | 34 200 | |
| Monthly | 9 | 8 | 11 900 | |
| Rarely | 12 | 11 | 16 300 | |
| Never | 29 | 26 | 44 600 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 49 | 78 700 |
| 5-6 days a week | 10 | 11 | 16 300 | |
| 1-4 days a week | 19 | 20 | 28 200 | |
| Monthly | 12 | 10 | 13 400 | |
| Rarely | 13 | 8 | 8 900 | |
| Never | 4 | 2 | 1 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 34 | 53 500 |
| 5-6 days a week | 11 | 13 | 19 300 | |
| 1-4 days a week | 20 | 23 | 34 200 | |
| Monthly | 12 | 12 | 16 300 | |
| Rarely | 14 | 11 | 16 300 | |
| Never | 9 | 7 | 8 900 | |
| Can not say | 1 | 0 | 1 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 25 | 40 100 |
| 5-6 days a week | 5 | 6 | 7 400 | |
| 1-4 days a week | 15 | 17 | 26 700 | |
| Monthly | 13 | 13 | 19 300 | |
| Rarely | 27 | 25 | 35 600 | |
| Never | 16 | 13 | 17 800 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 26 700 |
| 5-6 days a week | 9 | 8 | 10 400 | |
| 1-4 days a week | 19 | 21 | 29 700 | |
| Monthly | 14 | 14 | 19 300 | |
| Rarely | 23 | 24 | 37 100 | |
| Never | 17 | 15 | 22 300 | |
| Can not say | 1 | 1 | 1 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 8 900 |
| 5-6 days a week | 4 | 6 | 7 400 | |
| 1-4 days a week | 12 | 10 | 14 800 | |
| Monthly | 14 | 15 | 20 800 | |
| Rarely | 26 | 28 | 40 100 | |
| Never | 35 | 33 | 52 000 | |
| Can not say | 2 | 2 | 3 000 | |
| User frequency and following: Social media | Daily | 62 | 61 | 87 600 |
| 5-6 days a week | 7 | 8 | 11 900 | |
| 1-4 days a week | 7 | 8 | 11 900 | |
| Monthly | 3 | 3 | 4 500 | |
| Rarely | 6 | 6 | 7 400 | |
| Never | 15 | 14 | 23 800 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 15 | 19 300 |
| 5-6 days a week | 5 | 4 | 4 500 | |
| 1-4 days a week | 13 | 13 | 16 300 | |
| Monthly | 8 | 8 | 11 900 | |
| Rarely | 20 | 22 | 32 700 | |
| Never | 36 | 37 | 59 400 | |
| Can not say | 1 | 1 | 3 000 | |
| Reading frequency: Printed books | Daily | 17 | 24 | 38 600 |
| 5-6 days a week | 6 | 6 | 8 900 | |
| 1-4 days a week | 15 | 16 | 23 800 | |
| Monthly | 22 | 23 | 34 200 | |
| Rarely | 34 | 27 | 37 100 | |
| Never | 7 | 4 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 5 900 |
| 5-6 days a week | 2 | 2 | 3 000 | |
| 1-4 days a week | 4 | 5 | 7 400 | |
| Monthly | 6 | 7 | 8 900 | |
| Rarely | 30 | 32 | 44 600 | |
| Never | 54 | 50 | 77 200 | |
| Can not say | 1 | 1 | 1 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 10 | 14 800 |
| 5-6 days a week | 3 | 3 | 5 900 | |
| 1-4 days a week | 6 | 7 | 10 400 | |
| Monthly | 8 | 9 | 11 900 | |
| Rarely | 23 | 23 | 32 700 | |
| Never | 52 | 47 | 71 300 | |
| Can not say | 1 | 0 | 1 500 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 17 800 |
| 5-6 days a week | 9 | 7 | 8 900 | |
| 1-4 days a week | 20 | 20 | 29 700 | |
| Monthly | 20 | 25 | 37 100 | |
| Rarely | 19 | 22 | 34 200 | |
| Never | 10 | 11 | 20 800 | |
| Can not say | 0 | 0 | 1 500 | |
| Usage/following: LinkedIn | Daily | 6 | 8 | 11 900 |
| 5-6 days a week | 2 | 4 | 5 900 | |
| 1-4 days a week | 7 | 11 | 16 300 | |
| Monthly | 8 | 12 | 16 300 | |
| Rarely | 13 | 12 | 16 300 | |
| Never | 52 | 44 | 66 800 | |
| Cant say / No answer | 11 | 10 | 16 300 | |
| Usage/following: Facebook | Daily | 40 | 43 | 63 900 |
| 5-6 days a week | 6 | 8 | 11 900 | |
| 1-4 days a week | 11 | 12 | 16 300 | |
| Monthly | 5 | 5 | 7 400 | |
| Rarely | 10 | 9 | 11 900 | |
| Never | 17 | 14 | 20 800 | |
| Cant say / No answer | 10 | 9 | 14 800 | |
| Usage/Following: Instagram | Daily | 37 | 39 | 56 400 |
| 5-6 days a week | 6 | 5 | 7 400 | |
| 1-4 days a week | 9 | 9 | 11 900 | |
| Monthly | 5 | 5 | 7 400 | |
| Rarely | 8 | 8 | 10 400 | |
| Never | 25 | 24 | 38 600 | |
| Cant say / No answer | 10 | 9 | 16 300 | |
| Usage/following rate: Snapchat | Daily | 16 | 10 | 11 900 |
| 5-6 days a week | 2 | 1 | 1 500 | |
| 1-4 days a week | 2 | 2 | 1 500 | |
| Monthly | 2 | 2 | 1 500 | |
| Rarely | 5 | 5 | 7 400 | |
| Never | 62 | 71 | 106 900 | |
| Cant say / No answer | 11 | 10 | 16 300 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 4 500 |
| 5-6 days a week | 2 | 2 | 1 500 | |
| 1-4 days a week | 4 | 3 | 3 000 | |
| Monthly | 3 | 4 | 4 500 | |
| Rarely | 11 | 11 | 16 300 | |
| Never | 66 | 68 | 101 000 | |
| Cant say / No answer | 10 | 9 | 16 300 | |
| Usage/Following: TikTok | Daily | 13 | 8 | 10 400 |
| 5-6 days a week | 2 | 2 | 3 000 | |
| 1-4 days a week | 4 | 4 | 4 500 | |
| Monthly | 3 | 2 | 3 000 | |
| Rarely | 8 | 8 | 11 900 | |
| Never | 62 | 67 | 101 000 | |
| Cant say / No answer | 10 | 9 | 16 300 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 3 000 |
| 5-6 days a week | 1 | 1 | 1 500 | |
| 1-4 days a week | 2 | 2 | 3 000 | |
| Monthly | 3 | 2 | 3 000 | |
| Rarely | 6 | 6 | 7 400 | |
| Never | 71 | 72 | 108 400 | |
| Cant say / No answer | 15 | 14 | 22 300 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 3 000 |
| 5-6 days a week | 1 | 1 | 1 500 | |
| 1-4 days a week | 4 | 5 | 7 400 | |
| Monthly | 3 | 4 | 4 500 | |
| Rarely | 5 | 6 | 8 900 | |
| Never | 69 | 68 | 101 000 | |
| Cant say / No answer | 15 | 14 | 22 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 2 | 3 000 | |
| Monthly | 1 | 1 | 1 500 | |
| Rarely | 3 | 3 | 4 500 | |
| Never | 80 | 79 | 115 800 | |
| Cant say / No answer | 15 | 14 | 22 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 15 | 20 800 |
| Partially agree | 42 | 44 | 65 300 | |
| Partially disagree | 29 | 29 | 44 600 | |
| Completely disagree | 10 | 10 | 16 300 | |
| Can not say | 3 | 2 | 3 000 | |
| I prefer domestic products | Completely agree | 33 | 36 | 56 400 |
| Partially agree | 55 | 53 | 75 700 | |
| Partially disagree | 9 | 9 | 13 400 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 2 | 1 | 1 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 35 600 |
| Partially agree | 54 | 57 | 86 100 | |
| Partially disagree | 18 | 15 | 20 800 | |
| Completely disagree | 4 | 2 | 3 000 | |
| Can not say | 4 | 2 | 3 000 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 28 | 41 600 |
| Partially agree | 58 | 57 | 84 600 | |
| Partially disagree | 14 | 12 | 17 800 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 3 | 2 | 3 000 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 14 800 |
| Partially agree | 48 | 43 | 63 900 | |
| Partially disagree | 32 | 39 | 57 900 | |
| Completely disagree | 5 | 6 | 8 900 | |
| Can not say | 2 | 2 | 3 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 38 | 54 900 |
| Partially agree | 49 | 50 | 74 200 | |
| Partially disagree | 9 | 9 | 13 400 | |
| Completely disagree | 2 | 2 | 3 000 | |
| Can not say | 1 | 1 | 1 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 7 400 |
| Partially agree | 23 | 24 | 35 600 | |
| Partially disagree | 38 | 40 | 59 400 | |
| Completely disagree | 24 | 22 | 32 700 | |
| Can not say | 10 | 8 | 13 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 5 900 |
| Partially agree | 37 | 38 | 57 900 | |
| Partially disagree | 43 | 46 | 66 800 | |
| Completely disagree | 10 | 8 | 13 400 | |
| Can not say | 4 | 3 | 4 500 | |
| I prefer local shops and services | Completely agree | 28 | 28 | 43 100 |
| Partially agree | 58 | 60 | 89 100 | |
| Partially disagree | 11 | 9 | 11 900 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 2 | 1 | 1 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 5 900 |
| Partially agree | 27 | 28 | 40 100 | |
| Partially disagree | 28 | 30 | 44 600 | |
| Completely disagree | 33 | 32 | 49 000 | |
| Can not say | 7 | 5 | 8 900 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 13 400 |
| Partially agree | 32 | 35 | 52 000 | |
| Partially disagree | 36 | 34 | 50 500 | |
| Completely disagree | 20 | 19 | 26 700 | |
| Can not say | 3 | 3 | 4 500 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 28 200 |
| Partially agree | 49 | 54 | 81 700 | |
| Partially disagree | 23 | 20 | 26 700 | |
| Completely disagree | 7 | 5 | 7 400 | |
| Can not say | 5 | 3 | 5 900 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 22 | 32 700 |
| Partially agree | 50 | 53 | 78 700 | |
| Partially disagree | 23 | 19 | 26 700 | |
| Completely disagree | 6 | 4 | 5 900 | |
| Can not say | 4 | 3 | 4 500 | |
| I prefer well-known brands | Completely agree | 13 | 16 | 23 800 |
| Partially agree | 59 | 59 | 89 100 | |
| Partially disagree | 20 | 18 | 26 700 | |
| Completely disagree | 5 | 3 | 4 500 | |
| Can not say | 3 | 3 | 4 500 | |
| I prefer used products in my purchases | Completely agree | 15 | 15 | 20 800 |
| Partially agree | 39 | 38 | 57 900 | |
| Partially disagree | 31 | 33 | 47 500 | |
| Completely disagree | 11 | 12 | 19 300 | |
| Can not say | 3 | 2 | 3 000 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 23 800 |
| Quite positively | 61 | 62 | 93 600 | |
| Quite negatively | 16 | 16 | 23 800 | |
| Very negative | 4 | 3 | 3 000 | |
| Can not say | 6 | 4 | 5 900 | |
| Magazines | Very positive | 12 | 16 | 23 800 |
| Quite positively | 60 | 62 | 93 600 | |
| Quite negatively | 18 | 16 | 23 800 | |
| Very negative | 4 | 2 | 3 000 | |
| Can not say | 7 | 4 | 5 900 | |
| Free and local newspapers | Very positive | 22 | 26 | 38 600 |
| Quite positively | 56 | 55 | 83 200 | |
| Quite negatively | 11 | 12 | 16 300 | |
| Very negative | 4 | 2 | 3 000 | |
| Can not say | 6 | 5 | 7 400 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 7 | 10 400 |
| Quite positively | 43 | 45 | 66 800 | |
| Quite negatively | 33 | 34 | 49 000 | |
| Very negative | 11 | 9 | 11 900 | |
| Can not say | 8 | 5 | 8 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 5 | 5 900 |
| Quite positively | 30 | 30 | 44 600 | |
| Quite negatively | 35 | 38 | 56 400 | |
| Very negative | 19 | 16 | 22 300 | |
| Can not say | 11 | 11 | 17 800 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 5 900 |
| Quite positively | 25 | 24 | 34 200 | |
| Quite negatively | 35 | 38 | 57 900 | |
| Very negative | 23 | 21 | 31 200 | |
| Can not say | 13 | 13 | 19 300 | |
| Newsletters to email | Very positive | 2 | 3 | 4 500 |
| Quite positively | 16 | 16 | 22 300 | |
| Quite negatively | 35 | 38 | 56 400 | |
| Very negative | 45 | 41 | 60 900 | |
| Can not say | 3 | 2 | 3 000 | |
| Other websites | Very positive | 2 | 4 | 5 900 |
| Quite positively | 32 | 33 | 47 500 | |
| Quite negatively | 39 | 40 | 59 400 | |
| Very negative | 15 | 12 | 16 300 | |
| Can not say | 12 | 11 | 19 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 8 | 11 900 |
| Quite positively | 44 | 47 | 68 300 | |
| Quite negatively | 31 | 31 | 47 500 | |
| Very negative | 14 | 12 | 16 300 | |
| Can not say | 4 | 3 | 4 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 7 400 |
| Quite positively | 33 | 34 | 49 000 | |
| Quite negatively | 35 | 36 | 54 900 | |
| Very negative | 21 | 21 | 31 200 | |
| Can not say | 7 | 4 | 5 900 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 16 | 23 800 |
| Quite positively | 44 | 46 | 68 300 | |
| Quite negatively | 21 | 20 | 28 200 | |
| Very negative | 15 | 14 | 19 300 | |
| Can not say | 5 | 5 | 7 400 | |
| Out-of-home advertising | Very positive | 11 | 12 | 17 800 |
| Quite positively | 51 | 53 | 77 200 | |
| Quite negatively | 22 | 21 | 32 700 | |
| Very negative | 9 | 7 | 8 900 | |
| Can not say | 8 | 7 | 11 900 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 24 | 37 100 |
| Partially agree | 59 | 62 | 92 100 | |
| Partially disagree | 10 | 7 | 10 400 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 11 | 5 | 7 400 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 21 | 32 700 |
| Partially agree | 56 | 61 | 92 100 | |
| Partially disagree | 14 | 9 | 13 400 | |
| Completely disagree | 4 | 3 | 3 000 | |
| Can not say | 10 | 5 | 7 400 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 36 | 56 400 |
| Partially agree | 39 | 40 | 57 900 | |
| Partially disagree | 17 | 15 | 22 300 | |
| Completely disagree | 4 | 3 | 4 500 | |
| Can not say | 8 | 5 | 7 400 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 26 | 38 600 |
| Partially agree | 44 | 47 | 69 800 | |
| Partially disagree | 11 | 9 | 11 900 | |
| Completely disagree | 5 | 5 | 7 400 | |
| Can not say | 18 | 13 | 20 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 36 | 54 900 |
| Partially agree | 47 | 47 | 68 300 | |
| Partially disagree | 7 | 5 | 7 400 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 12 | 10 | 16 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 26 700 |
| Partially agree | 51 | 53 | 80 200 | |
| Partially disagree | 13 | 11 | 14 800 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 18 | 16 | 23 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 13 | 19 300 |
| Partially agree | 50 | 53 | 78 700 | |
| Partially disagree | 17 | 16 | 22 300 | |
| Completely disagree | 3 | 2 | 3 000 | |
| Can not say | 20 | 16 | 23 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 28 | 43 100 |
| Partially agree | 57 | 57 | 84 600 | |
| Partially disagree | 9 | 7 | 10 400 | |
| Completely disagree | 1 | 1 | 1 500 | |
| Can not say | 10 | 7 | 8 900 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 13 | 20 800 |
| Partially agree | 48 | 50 | 74 200 | |
| Partially disagree | 22 | 22 | 31 200 | |
| Completely disagree | 7 | 7 | 10 400 | |
| Can not say | 13 | 9 | 11 900 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 14 | 22 300 |
| Partially agree | 33 | 36 | 53 500 | |
| Partially disagree | 22 | 23 | 34 200 | |
| Completely disagree | 22 | 19 | 28 200 | |
| Can not say | 11 | 8 | 11 900 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 16 300 |
| Partially agree | 31 | 36 | 54 900 | |
| Partially disagree | 26 | 26 | 38 600 | |
| Completely disagree | 24 | 19 | 28 200 | |
| Can not say | 10 | 8 | 10 400 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 21 | 32 700 |
| Partially agree | 48 | 52 | 75 700 | |
| Partially disagree | 20 | 15 | 22 300 | |
| Completely disagree | 12 | 8 | 11 900 | |
| Can not say | 7 | 4 | 5 900 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 11 | 17 800 |
| Partially agree | 28 | 34 | 52 000 | |
| Partially disagree | 27 | 26 | 38 600 | |
| Completely disagree | 28 | 21 | 31 200 | |
| Can not say | 10 | 7 | 8 900 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 7 400 |
| Partially agree | 36 | 35 | 52 000 | |
| Partially disagree | 35 | 37 | 54 900 | |
| Completely disagree | 9 | 8 | 11 900 | |
| Can not say | 16 | 16 | 23 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 16 | 26 700 |
| Partially agree | 39 | 41 | 62 400 | |
| Partially disagree | 23 | 25 | 35 600 | |
| Completely disagree | 12 | 10 | 14 800 | |
| Can not say | 10 | 8 | 10 400 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 11 900 |
| Partially agree | 20 | 22 | 32 700 | |
| Partially disagree | 23 | 25 | 35 600 | |
| Completely disagree | 42 | 40 | 59 400 | |
| Can not say | 7 | 6 | 8 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 46 | 65 300 |
| Partially agree | 27 | 29 | 43 100 | |
| Partially disagree | 11 | 11 | 16 300 | |
| Completely disagree | 14 | 12 | 20 800 | |
| Can not say | 2 | 1 | 3 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 40 | 57 900 |
| Partially agree | 39 | 40 | 59 400 | |
| Partially disagree | 13 | 11 | 16 300 | |
| Completely disagree | 10 | 8 | 13 400 | |
| Can not say | 3 | 2 | 3 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 17 | 23 800 |
| Partially agree | 33 | 34 | 49 000 | |
| Partially disagree | 21 | 21 | 31 200 | |
| Completely disagree | 24 | 26 | 41 600 | |
| Can not say | 4 | 3 | 4 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 24 | 34 200 |
| Partially agree | 33 | 35 | 52 000 | |
| Partially disagree | 25 | 22 | 32 700 | |
| Completely disagree | 21 | 17 | 28 200 | |
| Can not say | 3 | 2 | 3 000 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 26 700 |
| Partially agree | 21 | 22 | 32 700 | |
| Partially disagree | 17 | 17 | 23 800 | |
| Completely disagree | 37 | 38 | 59 400 | |
| Can not say | 8 | 4 | 4 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 29 | 43 100 |
| Partially agree | 52 | 53 | 78 700 | |
| Partially disagree | 12 | 9 | 11 900 | |
| Completely disagree | 4 | 4 | 5 900 | |
| Can not say | 8 | 6 | 8 900 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 78 | 115 800 |
| Partially agree | 16 | 16 | 22 300 | |
| Partially disagree | 3 | 2 | 4 500 | |
| Completely disagree | 2 | 1 | 3 000 | |
| Can not say | 5 | 3 | 4 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 41 | 62 400 |
| Partially agree | 39 | 39 | 57 900 | |
| Partially disagree | 15 | 10 | 13 400 | |
| Completely disagree | 8 | 5 | 7 400 | |
| Can not say | 7 | 5 | 7 400 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 62 | 93 600 |
| Cosmetics and beauty care | 16 | 24 | 37 100 | |
| Interior design and furniture | 26 | 33 | 49 000 | |
| Renovation and building | 24 | 26 | 38 600 | |
| Domestic appliances | 10 | 11 | 17 800 | |
| Consumer electronics and IT equipment | 13 | 10 | 14 800 | |
| Saving and investing | 14 | 17 | 25 200 | |
| Style and fashion | 21 | 31 | 49 000 | |
| Cars | 14 | 12 | 16 300 | |
| Travelling | 23 | 31 | 46 000 | |
| Sports clothing, footwear or equipment | 14 | 17 | 23 800 | |
| Health and wellness products/services | 19 | 25 | 40 100 | |
| None of these | 16 | 11 | 16 300 | |
| Can not say | 10 | 8 | 10 400 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 58 | 83 200 |
| Cosmetics and beauty care | 17 | 26 | 37 100 | |
| Interior design and furniture | 21 | 26 | 37 100 | |
| Renovation and building | 21 | 22 | 28 200 | |
| Domestic appliances | 10 | 11 | 14 800 | |
| Consumer electronics and IT equipment | 17 | 16 | 20 800 | |
| Saving and investing | 13 | 16 | 22 300 | |
| Style and fashion | 19 | 29 | 44 600 | |
| Cars | 13 | 10 | 14 800 | |
| Travelling | 23 | 30 | 44 600 | |
| Sports clothing, footwear or equipment | 16 | 19 | 26 700 | |
| Health and wellness products/services | 18 | 24 | 35 600 | |
| None of these | 21 | 17 | 28 200 | |
| Can not say | 12 | 10 | 14 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 17 | 23 800 |
| Well-being and health | 50 | 65 | 98 000 | |
| Charity work | 14 | 18 | 26 700 | |
| Self development | 32 | 39 | 59 400 | |
| Celebrities | 13 | 14 | 20 800 | |
| Fishing | 15 | 12 | 17 800 | |
| Beauty care and cosmetics | 16 | 28 | 41 600 | |
| Literature | 29 | 45 | 68 300 | |
| Domestic and foreign news | 51 | 65 | 98 000 | |
| Domestic travel | 33 | 41 | 60 900 | |
| Culture | 34 | 54 | 84 600 | |
| Crafts | 25 | 27 | 40 100 | |
| Nature and going outdoor | 52 | 55 | 83 200 | |
| Hunting | 9 | 6 | 8 900 | |
| Style and fashion | 20 | 35 | 54 900 | |
| Music and concerts | 37 | 50 | 77 200 | |
| Going on summer cottage | 29 | 34 | 50 500 | |
| Local affairs | 56 | 60 | 92 100 | |
| Computer/console/mobile playing | 17 | 9 | 10 400 | |
| Politics | 43 | 54 | 80 200 | |
| Gardening and plants | 29 | 42 | 62 400 | |
| Online gambling or betting | 5 | 5 | 7 400 | |
| Building and renovating | 34 | 36 | 52 000 | |
| Food and drink | 38 | 71 | 106 900 | |
| Cooking, baking, recipes | 38 | 66 | 99 500 | |
| Investment | 24 | 27 | 38 600 | |
| Decorating | 28 | 50 | 78 700 | |
| Economic and finances | 36 | 43 | 63 900 | |
| Science | 37 | 43 | 62 400 | |
| Travelling abroad | 34 | 47 | 69 800 | |
| Sports, exercising | 45 | 47 | 69 800 | |
| Sailing, boating | 9 | 11 | 17 800 | |
| Consumer electronics and information technology | 20 | 13 | 17 800 | |
| Environmental matters | 31 | 42 | 63 900 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
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 2026
Contact info
Media sales
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Päätoimittaja
- Katja Nordlund
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- etu.sukunimi@sanoma.com