HS Kuukausiliite
Kuukausiliite tells great stories about Finland and abroad. It relies on image and quality journalism. The magazine is known for its cleverly written and well-researched stories and its elegant visual appearance. The articles in Kuukausiliite stick in your mind, and they'll be talked about years from now. For the advertiser, Kuukausiliite provides high-quality media to build a brand. More than 700,000 purchasing and quality-conscious readers spend more money than average on things like tourism and cultural events.
Issues per year
12 issues per year
Magazine website
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 4.1.2025 | 18.12.2024 | 20.12.2024 | |
| 2 | 1.2.2025 | 15.1.2025 | 20.1.2025 | |
| 3 | 1.3.2025 | 12.2.2025 | 17.2.2025 | |
| 4 | 5.4.2025 | 19.3.2025 | 24.3.2025 | |
| 5 | 3.5.2025 | 16.4.2025 | 22.4.2025 | |
| 6 | 7.6.2025 | 21.5.2025 | 26.5.2025 | |
| 7 | 5.7.2025 | 18.6.2025 | 23.6.2025 | |
| 8 | 2.8.2025 | 16.7.2025 | 21.7.2025 | |
| 9 | 6.9.2025 | 20.8.2025 | 25.8.2025 | |
| 10 | 4.10.2025 | 17.9.2025 | 22.9.2025 | |
| 11 | 1.11.2025 | 15.10.2025 | 20.10.2025 | |
| 12 | 6.12.2025 | 19.11.2025 | 24.11.2025 |
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 3.1.2026 | 17.12.2025 | 19.12.2025 | |
| 2 | 7.2.2026 | 21.1.2026 | 26.1.2026 | |
| 3 | 7.3.2026 | 18.2.2026 | 23.2.2026 | |
| 4 | 4.4.2026 | 18.3.2026 | 23.3.2026 | |
| 5 | 1.5.2026 | 14.4.2026 | 19.4.2026 | |
| 6 | 6.6.2026 | 20.5.2026 | 25.5.2026 | |
| 7 | 4.7.2026 | 17.6.2026 | 22.6.2026 | |
| 8 | 1.8.2026 | 15.7.2026 | 20.7.2026 | |
| 9 | 5.9.2026 | 19.8.2026 | 24.8.2026 | |
| 10 | 3.10.2026 | 16.9.2026 | 21.9.2026 | |
| 11 | 7.11.2026 | 21.10.2026 | 26.10.2026 | |
| 12 | 5.12.2026 | 18.11.2026 | 23.11.2026 |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 30 416 € | In addition to print ad, 137.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 137.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | Second spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 137.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 16 450 € | In addition to print ad, 137.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Sisällysluettelon viereinen sivu | 230 x 297 mm | 5 mm | 18 097 € | In addition to print ad, 137.000 digital impressions on hs.fi. |
| 1/1 portrait | Back cover | 230 x 272 mm | 5 mm | 16 780 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 9 874 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 9 874 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 5 089 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 5 089 € | *) size without marginal Prices valid until 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
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%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 30 416 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | Second spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 16 450 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Sisällysluettelon viereinen sivu | 230 x 297 mm | 5 mm | 18 097 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 portrait | Back cover | 230 x 272 mm | 5 mm | 16 780 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 9 874 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 9 874 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 5 089 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 5 089 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
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 31.12.2025 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
667 700
Total reach
How many times read
0,0
Minutes of reading
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 667 700
Minutes of reading
How many times read0,0
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 54 | 360 600 |
| Men | 49 | 46 | 307 100 | |
| Native language | Finnish | 95 | 97 | 647 700 |
| Swedish | 5 | 3 | 20 000 | |
| Age | 15-24 y | 13 | 5 | 33 400 |
| 25-34 y | 14 | 6 | 40 100 | |
| 35-44 y | 14 | 10 | 66 800 | |
| 45-54 y | 14 | 12 | 80 100 | |
| 55-64 y | 15 | 19 | 126 900 | |
| 65+ y | 30 | 48 | 320 500 | |
| Gender + age | Female 15-29 years | 9 | 4 | 26 700 |
| Female 30-49 years | 14 | 10 | 66 800 | |
| Female 50+ years | 28 | 41 | 273 800 | |
| Male 15-29 years | 10 | 4 | 26 700 | |
| Male 30-49 years | 15 | 9 | 60 100 | |
| Male 50+ years | 24 | 32 | 213 700 | |
| Household position | Lives at home with parents | 7 | 2 | 13 400 |
| Lives alone | 29 | 28 | 187 000 | |
| Lives with spouse | 36 | 45 | 300 500 | |
| Lives with spouse and children | 24 | 20 | 133 500 | |
| Single parent | 2 | 2 | 13 400 | |
| Other | 3 | 2 | 13 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 187 000 |
| No | 39 | 52 | 347 200 | |
| No answer (under 45 year olds) | 41 | 21 | 140 200 | |
| Education | Elementary school | 4 | 3 | 20 000 |
| Secondary school | 6 | 4 | 26 700 | |
| Vocational | 27 | 17 | 113 500 | |
| High school | 13 | 12 | 80 100 | |
| University of Applied Sciences | 20 | 17 | 113 500 | |
| University | 28 | 46 | 307 100 | |
| Something else | 2 | 2 | 13 400 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 634 300 |
| No | 6 | 5 | 33 400 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 527 500 |
| No | 32 | 21 | 140 200 | |
| Size of the household | 1 pers | 28 | 29 | 193 600 |
| 2 pers | 38 | 47 | 313 800 | |
| 3 pers | 14 | 11 | 73 400 | |
| 4 pers | 12 | 9 | 60 100 | |
| 5+ pers | 7 | 3 | 20 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 40 100 |
| 20 000 - 35 000 € /y | 17 | 14 | 93 500 | |
| 35 001 - 50 000 € /y | 18 | 18 | 120 200 | |
| 50 001 - 85 000 € /y | 21 | 23 | 153 600 | |
| 85 001 - 100 000 € /y | 8 | 10 | 66 800 | |
| Over 100 000 € /y | 10 | 16 | 106 800 | |
| Dont want to tell | 5 | 7 | 46 700 | |
| Cant say / No answer | 10 | 6 | 40 100 | |
| Family with kids | Yes | 32 | 23 | 153 600 |
| No | 68 | 77 | 514 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 10 | 66 800 |
| 2 children | 13 | 10 | 66 800 | |
| 3 children | 5 | 2 | 13 400 | |
| 4 children | 1 | 1 | 6 700 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 77 | 514 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 11 | 73 400 |
| Dog | 26 | 19 | 126 900 | |
| Some other pet | 5 | 4 | 26 700 | |
| No pets | 61 | 70 | 467 400 | |
| Health services used in the household | Public health services | 85 | 84 | 560 900 |
| Employer - funded health care services | 50 | 42 | 280 400 | |
| Private, self-funded healthcare services | 39 | 51 | 340 500 | |
| Private health insurance services | 26 | 25 | 166 900 | |
| No health care | 1 | 1 | 6 700 | |
| Can not say | 1 | 1 | 6 700 | |
| Housing | Apartment | 32 | 36 | 240 400 |
| Row house or semi-detached house | 17 | 19 | 126 900 | |
| Detached house | 46 | 41 | 273 800 | |
| Farm | 4 | 3 | 20 000 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 86 | 574 200 |
| Rented residence | 20 | 12 | 80 100 | |
| Right of residence apartment | 2 | 1 | 6 700 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 55 | 367 200 |
| No | 58 | 45 | 300 500 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 51 | 340 500 |
| Two cars | 30 | 28 | 187 000 | |
| Three or more cars | 10 | 6 | 40 100 | |
| No car | 14 | 15 | 100 200 | |
| Type of car, if buying now | New | 21 | 29 | 193 600 |
| Used | 70 | 59 | 393 900 | |
| Company car | 5 | 4 | 26 700 | |
| Leasing (personal) | 9 | 11 | 73 400 | |
| Shared car | 3 | 4 | 26 700 | |
| Doesn't use a car | 8 | 10 | 66 800 | |
| Can not say | 5 | 5 | 33 400 | |
| Advertising ban at the door / mailbox | Yes | 27 | 28 | 187 000 |
| No | 72 | 72 | 480 700 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 93 500 |
| No | 76 | 81 | 540 800 | |
| Can not say | 5 | 6 | 40 100 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 38 | 253 700 |
| Turku or Tampere | 8 | 7 | 46 700 | |
| Oulu | 4 | 2 | 13 400 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 73 400 | |
| Urban municipality | 25 | 23 | 153 600 | |
| Conurbation | 16 | 11 | 73 400 | |
| Countryside | 13 | 8 | 53 400 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 21 | 140 200 |
| 5-6 days a week | 4 | 5 | 33 400 | |
| 1-4 days a week | 24 | 34 | 227 000 | |
| Monthly | 25 | 24 | 160 200 | |
| Rarely | 26 | 14 | 93 500 | |
| Never | 8 | 2 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 22 | 146 900 |
| 5-6 days a week | 5 | 5 | 33 400 | |
| 1-4 days a week | 20 | 21 | 140 200 | |
| Monthly | 15 | 16 | 106 800 | |
| Rarely | 23 | 21 | 140 200 | |
| Never | 13 | 14 | 93 500 | |
| Can not say | 1 | 1 | 6 700 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 48 | 320 500 |
| 5-6 days a week | 5 | 6 | 40 100 | |
| 1-4 days a week | 23 | 22 | 146 900 | |
| Monthly | 15 | 10 | 66 800 | |
| Rarely | 24 | 11 | 73 400 | |
| Never | 8 | 2 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 60 | 400 600 |
| 5-6 days a week | 9 | 9 | 60 100 | |
| 1-4 days a week | 17 | 14 | 93 500 | |
| Monthly | 6 | 4 | 26 700 | |
| Rarely | 8 | 6 | 40 100 | |
| Never | 5 | 6 | 40 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 26 700 |
| 5-6 days a week | 4 | 4 | 26 700 | |
| 1-4 days a week | 41 | 46 | 307 100 | |
| Monthly | 18 | 18 | 120 200 | |
| Rarely | 23 | 19 | 126 900 | |
| Never | 9 | 7 | 46 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 126 900 |
| 5-6 days a week | 10 | 13 | 86 800 | |
| 1-4 days a week | 30 | 32 | 213 700 | |
| Monthly | 21 | 17 | 113 500 | |
| Rarely | 15 | 11 | 73 400 | |
| Never | 6 | 8 | 53 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 11 | 73 400 |
| 5-6 days a week | 10 | 8 | 53 400 | |
| 1-4 days a week | 22 | 21 | 140 200 | |
| Monthly | 9 | 9 | 60 100 | |
| Rarely | 13 | 12 | 80 100 | |
| Never | 30 | 39 | 260 400 | |
| Can not say | 1 | 1 | 6 700 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 62 | 414 000 |
| 5-6 days a week | 10 | 12 | 80 100 | |
| 1-4 days a week | 19 | 12 | 80 100 | |
| Monthly | 12 | 7 | 46 700 | |
| Rarely | 12 | 6 | 40 100 | |
| Never | 3 | 1 | 6 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 38 | 253 700 |
| 5-6 days a week | 12 | 15 | 100 200 | |
| 1-4 days a week | 22 | 22 | 146 900 | |
| Monthly | 12 | 9 | 60 100 | |
| Rarely | 13 | 10 | 66 800 | |
| Never | 8 | 6 | 40 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 34 | 227 000 |
| 5-6 days a week | 6 | 7 | 46 700 | |
| 1-4 days a week | 16 | 18 | 120 200 | |
| Monthly | 13 | 13 | 86 800 | |
| Rarely | 27 | 20 | 133 500 | |
| Never | 15 | 8 | 53 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 93 500 |
| 5-6 days a week | 9 | 7 | 46 700 | |
| 1-4 days a week | 21 | 21 | 140 200 | |
| Monthly | 14 | 14 | 93 500 | |
| Rarely | 23 | 23 | 153 600 | |
| Never | 16 | 20 | 133 500 | |
| Can not say | 1 | 1 | 6 700 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 33 400 |
| 5-6 days a week | 3 | 3 | 20 000 | |
| 1-4 days a week | 11 | 11 | 73 400 | |
| Monthly | 14 | 13 | 86 800 | |
| Rarely | 27 | 26 | 173 600 | |
| Never | 36 | 40 | 267 100 | |
| Can not say | 2 | 2 | 13 400 | |
| User frequency and following: Social media | Daily | 59 | 50 | 333 800 |
| 5-6 days a week | 8 | 9 | 60 100 | |
| 1-4 days a week | 8 | 8 | 53 400 | |
| Monthly | 3 | 3 | 20 000 | |
| Rarely | 6 | 7 | 46 700 | |
| Never | 16 | 21 | 140 200 | |
| Can not say | 0 | 1 | 6 700 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 8 | 53 400 |
| 5-6 days a week | 6 | 3 | 20 000 | |
| 1-4 days a week | 13 | 10 | 66 800 | |
| Monthly | 8 | 8 | 53 400 | |
| Rarely | 20 | 20 | 133 500 | |
| Never | 38 | 50 | 333 800 | |
| Can not say | 1 | 1 | 6 700 | |
| User frequency: Instant messaging | Daily | 69 | 64 | 427 300 |
| 5-6 days a week | 11 | 12 | 80 100 | |
| 1-4 days a week | 9 | 11 | 73 400 | |
| Monthly | 3 | 3 | 20 000 | |
| Rarely | 2 | 2 | 13 400 | |
| Never | 6 | 8 | 53 400 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 30 | 200 300 |
| 5-6 days a week | 6 | 9 | 60 100 | |
| 1-4 days a week | 14 | 17 | 113 500 | |
| Monthly | 22 | 21 | 140 200 | |
| Rarely | 34 | 21 | 140 200 | |
| Never | 7 | 2 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 13 400 |
| 5-6 days a week | 1 | 1 | 6 700 | |
| 1-4 days a week | 4 | 4 | 26 700 | |
| Monthly | 7 | 7 | 46 700 | |
| Rarely | 30 | 28 | 187 000 | |
| Never | 53 | 56 | 373 900 | |
| Can not say | 1 | 1 | 6 700 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 40 100 |
| 5-6 days a week | 3 | 2 | 13 400 | |
| 1-4 days a week | 6 | 5 | 33 400 | |
| Monthly | 8 | 7 | 46 700 | |
| Rarely | 23 | 21 | 140 200 | |
| Never | 54 | 58 | 387 300 | |
| Can not say | 1 | 1 | 6 700 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 86 800 |
| 5-6 days a week | 9 | 7 | 46 700 | |
| 1-4 days a week | 23 | 22 | 146 900 | |
| Monthly | 21 | 21 | 140 200 | |
| Rarely | 17 | 20 | 133 500 | |
| Never | 10 | 18 | 120 200 | |
| Can not say | 0 | 1 | 6 700 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 26 700 |
| 5-6 days a week | 2 | 3 | 20 000 | |
| 1-4 days a week | 8 | 10 | 66 800 | |
| Monthly | 8 | 8 | 53 400 | |
| Rarely | 12 | 12 | 80 100 | |
| Never | 59 | 56 | 373 900 | |
| Cant say / No answer | 6 | 8 | 53 400 | |
| Usage/following: Facebook | Daily | 39 | 38 | 253 700 |
| 5-6 days a week | 8 | 9 | 60 100 | |
| 1-4 days a week | 11 | 11 | 73 400 | |
| Monthly | 6 | 5 | 33 400 | |
| Rarely | 9 | 7 | 46 700 | |
| Never | 22 | 23 | 153 600 | |
| Cant say / No answer | 4 | 7 | 46 700 | |
| Usage/Following: Instagram | Daily | 32 | 25 | 166 900 |
| 5-6 days a week | 7 | 5 | 33 400 | |
| 1-4 days a week | 9 | 9 | 60 100 | |
| Monthly | 5 | 5 | 33 400 | |
| Rarely | 9 | 10 | 66 800 | |
| Never | 33 | 39 | 260 400 | |
| Cant say / No answer | 5 | 7 | 46 700 | |
| Usage/following rate: Snapchat | Daily | 15 | 6 | 40 100 |
| 5-6 days a week | 2 | 1 | 6 700 | |
| 1-4 days a week | 3 | 1 | 6 700 | |
| Monthly | 2 | 1 | 6 700 | |
| Rarely | 5 | 5 | 33 400 | |
| Never | 69 | 79 | 527 500 | |
| Cant say / No answer | 5 | 8 | 53 400 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 33 400 |
| 5-6 days a week | 2 | 2 | 13 400 | |
| 1-4 days a week | 4 | 4 | 26 700 | |
| Monthly | 5 | 4 | 26 700 | |
| Rarely | 11 | 9 | 60 100 | |
| Never | 68 | 69 | 460 700 | |
| Cant say / No answer | 5 | 7 | 46 700 | |
| Usage/Following: TikTok | Daily | 10 | 4 | 26 700 |
| 5-6 days a week | 3 | 1 | 6 700 | |
| 1-4 days a week | 4 | 3 | 20 000 | |
| Monthly | 3 | 2 | 13 400 | |
| Rarely | 8 | 7 | 46 700 | |
| Never | 68 | 76 | 507 500 | |
| Cant say / No answer | 4 | 7 | 46 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 66 800 |
| Partially agree | 43 | 40 | 267 100 | |
| Partially disagree | 30 | 33 | 220 300 | |
| Completely disagree | 10 | 15 | 100 200 | |
| Can not say | 3 | 3 | 20 000 | |
| I prefer domestic products | Completely agree | 33 | 37 | 247 000 |
| Partially agree | 55 | 53 | 353 900 | |
| Partially disagree | 9 | 7 | 46 700 | |
| Completely disagree | 1 | 1 | 6 700 | |
| Can not say | 2 | 1 | 6 700 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 25 | 166 900 |
| Partially agree | 54 | 58 | 387 300 | |
| Partially disagree | 18 | 13 | 86 800 | |
| Completely disagree | 4 | 2 | 13 400 | |
| Can not say | 3 | 2 | 13 400 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 27 | 180 300 |
| Partially agree | 58 | 61 | 407 300 | |
| Partially disagree | 15 | 9 | 60 100 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 2 | 13 400 | |
| I usually choose the cheapest option | Completely agree | 12 | 7 | 46 700 |
| Partially agree | 48 | 46 | 307 100 | |
| Partially disagree | 33 | 38 | 253 700 | |
| Completely disagree | 5 | 7 | 46 700 | |
| Can not say | 2 | 2 | 13 400 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 30 | 200 300 |
| Partially agree | 50 | 55 | 367 200 | |
| Partially disagree | 9 | 11 | 73 400 | |
| Completely disagree | 2 | 3 | 20 000 | |
| Can not say | 1 | 1 | 6 700 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 26 700 |
| Partially agree | 24 | 25 | 166 900 | |
| Partially disagree | 38 | 39 | 260 400 | |
| Completely disagree | 24 | 23 | 153 600 | |
| Can not say | 9 | 10 | 66 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 26 700 |
| Partially agree | 36 | 36 | 240 400 | |
| Partially disagree | 45 | 47 | 313 800 | |
| Completely disagree | 11 | 10 | 66 800 | |
| Can not say | 4 | 3 | 20 000 | |
| I prefer local shops and services | Completely agree | 27 | 32 | 213 700 |
| Partially agree | 58 | 58 | 387 300 | |
| Partially disagree | 11 | 8 | 53 400 | |
| Completely disagree | 1 | 1 | 6 700 | |
| Can not say | 2 | 1 | 6 700 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 20 000 |
| Partially agree | 28 | 24 | 160 200 | |
| Partially disagree | 29 | 30 | 200 300 | |
| Completely disagree | 32 | 37 | 247 000 | |
| Can not say | 7 | 7 | 46 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 53 400 |
| Partially agree | 32 | 38 | 253 700 | |
| Partially disagree | 37 | 36 | 240 400 | |
| Completely disagree | 20 | 16 | 106 800 | |
| Can not say | 2 | 2 | 13 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 126 900 |
| Partially agree | 50 | 54 | 360 600 | |
| Partially disagree | 24 | 20 | 133 500 | |
| Completely disagree | 6 | 4 | 26 700 | |
| Can not say | 4 | 2 | 13 400 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 23 | 153 600 |
| Partially agree | 51 | 56 | 373 900 | |
| Partially disagree | 22 | 15 | 100 200 | |
| Completely disagree | 6 | 4 | 26 700 | |
| Can not say | 3 | 2 | 13 400 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 86 800 |
| Partially agree | 58 | 63 | 420 700 | |
| Partially disagree | 21 | 17 | 113 500 | |
| Completely disagree | 5 | 4 | 26 700 | |
| Can not say | 3 | 4 | 26 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 12 | 80 100 |
| Partially agree | 41 | 39 | 260 400 | |
| Partially disagree | 31 | 31 | 207 000 | |
| Completely disagree | 12 | 15 | 100 200 | |
| Can not say | 3 | 4 | 26 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 93 500 |
| Quite positively | 61 | 63 | 420 700 | |
| Quite negatively | 16 | 16 | 106 800 | |
| Very negative | 4 | 3 | 20 000 | |
| Can not say | 6 | 4 | 26 700 | |
| Magazines | Very positive | 13 | 14 | 93 500 |
| Quite positively | 60 | 63 | 420 700 | |
| Quite negatively | 17 | 16 | 106 800 | |
| Very negative | 4 | 3 | 20 000 | |
| Can not say | 6 | 4 | 26 700 | |
| Free and local newspapers | Very positive | 24 | 26 | 173 600 |
| Quite positively | 56 | 56 | 373 900 | |
| Quite negatively | 11 | 10 | 66 800 | |
| Very negative | 4 | 2 | 13 400 | |
| Can not say | 6 | 6 | 40 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 6 | 40 100 |
| Quite positively | 45 | 42 | 280 400 | |
| Quite negatively | 30 | 32 | 213 700 | |
| Very negative | 10 | 9 | 60 100 | |
| Can not say | 8 | 11 | 73 400 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 3 | 20 000 |
| Quite positively | 33 | 27 | 180 300 | |
| Quite negatively | 32 | 33 | 220 300 | |
| Very negative | 17 | 18 | 120 200 | |
| Can not say | 12 | 18 | 120 200 | |
| Blogs | Very positive | 4 | 2 | 13 400 |
| Quite positively | 25 | 19 | 126 900 | |
| Quite negatively | 29 | 28 | 187 000 | |
| Very negative | 16 | 18 | 120 200 | |
| Can not say | 26 | 33 | 220 300 | |
| Newsletters to email | Very positive | 2 | 1 | 6 700 |
| Quite positively | 17 | 14 | 93 500 | |
| Quite negatively | 34 | 37 | 247 000 | |
| Very negative | 43 | 45 | 300 500 | |
| Can not say | 4 | 4 | 26 700 | |
| Other websites | Very positive | 3 | 3 | 20 000 |
| Quite positively | 38 | 32 | 213 700 | |
| Quite negatively | 34 | 36 | 240 400 | |
| Very negative | 14 | 14 | 93 500 | |
| Can not say | 11 | 16 | 106 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 40 100 |
| Quite positively | 46 | 45 | 300 500 | |
| Quite negatively | 29 | 34 | 227 000 | |
| Very negative | 13 | 13 | 86 800 | |
| Can not say | 4 | 3 | 20 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 20 000 |
| Quite positively | 35 | 31 | 207 000 | |
| Quite negatively | 33 | 37 | 247 000 | |
| Very negative | 20 | 21 | 140 200 | |
| Can not say | 7 | 8 | 53 400 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 18 | 120 200 |
| Quite positively | 46 | 47 | 313 800 | |
| Quite negatively | 17 | 17 | 113 500 | |
| Very negative | 14 | 13 | 86 800 | |
| Can not say | 5 | 5 | 33 400 | |
| Out-of-home advertising | Very positive | 11 | 10 | 66 800 |
| Quite positively | 52 | 50 | 333 800 | |
| Quite negatively | 21 | 22 | 146 900 | |
| Very negative | 9 | 8 | 53 400 | |
| Can not say | 8 | 10 | 66 800 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 23 | 153 600 |
| Partially agree | 60 | 63 | 420 700 | |
| Partially disagree | 11 | 7 | 46 700 | |
| Completely disagree | 3 | 1 | 6 700 | |
| Can not say | 9 | 5 | 33 400 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 120 200 |
| Partially agree | 57 | 62 | 414 000 | |
| Partially disagree | 14 | 12 | 80 100 | |
| Completely disagree | 5 | 3 | 20 000 | |
| Can not say | 8 | 5 | 33 400 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 27 | 180 300 |
| Partially agree | 46 | 46 | 307 100 | |
| Partially disagree | 12 | 9 | 60 100 | |
| Completely disagree | 5 | 3 | 20 000 | |
| Can not say | 15 | 15 | 100 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 38 | 253 700 |
| Partially agree | 49 | 49 | 327 200 | |
| Partially disagree | 7 | 4 | 26 700 | |
| Completely disagree | 2 | 1 | 6 700 | |
| Can not say | 10 | 8 | 53 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 21 | 140 200 |
| Partially agree | 51 | 53 | 353 900 | |
| Partially disagree | 14 | 10 | 66 800 | |
| Completely disagree | 3 | 1 | 6 700 | |
| Can not say | 16 | 15 | 100 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 13 | 86 800 |
| Partially agree | 52 | 54 | 360 600 | |
| Partially disagree | 18 | 15 | 100 200 | |
| Completely disagree | 3 | 1 | 6 700 | |
| Can not say | 17 | 16 | 106 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 29 | 193 600 |
| Partially agree | 58 | 61 | 407 300 | |
| Partially disagree | 9 | 5 | 33 400 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 9 | 5 | 33 400 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 40 100 |
| Partially agree | 25 | 24 | 160 200 | |
| Partially disagree | 23 | 24 | 160 200 | |
| Completely disagree | 36 | 39 | 260 400 | |
| Can not say | 10 | 7 | 46 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 146 900 |
| Partially agree | 33 | 39 | 260 400 | |
| Partially disagree | 29 | 26 | 173 600 | |
| Completely disagree | 17 | 11 | 73 400 | |
| Can not say | 5 | 2 | 13 400 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 53 400 |
| Partially agree | 45 | 45 | 300 500 | |
| Partially disagree | 28 | 29 | 193 600 | |
| Completely disagree | 10 | 11 | 73 400 | |
| Can not say | 10 | 8 | 53 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 9 | 60 100 |
| Partially agree | 35 | 33 | 220 300 | |
| Partially disagree | 23 | 25 | 166 900 | |
| Completely disagree | 23 | 25 | 166 900 | |
| Can not say | 9 | 7 | 46 700 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 53 400 |
| Partially agree | 33 | 35 | 233 700 | |
| Partially disagree | 27 | 28 | 187 000 | |
| Completely disagree | 24 | 24 | 160 200 | |
| Can not say | 8 | 6 | 40 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 100 200 |
| Partially agree | 50 | 52 | 347 200 | |
| Partially disagree | 19 | 16 | 106 800 | |
| Completely disagree | 13 | 13 | 86 800 | |
| Can not say | 5 | 4 | 26 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 66 800 |
| Partially agree | 29 | 29 | 193 600 | |
| Partially disagree | 27 | 25 | 166 900 | |
| Completely disagree | 29 | 31 | 207 000 | |
| Can not say | 7 | 5 | 33 400 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 6 700 |
| Partially agree | 18 | 11 | 73 400 | |
| Partially disagree | 33 | 33 | 220 300 | |
| Completely disagree | 38 | 44 | 293 800 | |
| Can not say | 10 | 11 | 73 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 15 | 100 200 |
| Partially agree | 41 | 46 | 307 100 | |
| Partially disagree | 23 | 23 | 153 600 | |
| Completely disagree | 12 | 10 | 66 800 | |
| Can not say | 8 | 6 | 40 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 16 | 106 800 |
| Newspapers | 12 | 19 | 126 900 | |
| Magazine websites | 7 | 8 | 53 400 | |
| Newspaper websites | 8 | 9 | 60 100 | |
| Blogs | 3 | 2 | 13 400 | |
| Social media | 16 | 8 | 53 400 | |
| Other websites | 44 | 40 | 267 100 | |
| Television | 11 | 11 | 73 400 | |
| Radio | 2 | 2 | 13 400 | |
| Direct mail | 10 | 10 | 66 800 | |
| None of these | 39 | 42 | 280 400 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 21 | 140 200 |
| Newspapers | 15 | 26 | 173 600 | |
| Magazine websites | 9 | 10 | 66 800 | |
| Newspaper websites | 11 | 11 | 73 400 | |
| Blogs | 6 | 4 | 26 700 | |
| Social media | 28 | 19 | 126 900 | |
| Other websites | 50 | 48 | 320 500 | |
| Television | 19 | 16 | 106 800 | |
| Radio | 3 | 3 | 20 000 | |
| Direct mail | 35 | 36 | 240 400 | |
| None of these | 16 | 18 | 120 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 26 | 173 600 |
| Newspapers | 8 | 13 | 86 800 | |
| Magazine websites | 10 | 9 | 60 100 | |
| Newspaper websites | 7 | 6 | 40 100 | |
| Blogs | 7 | 6 | 40 100 | |
| Social media | 31 | 21 | 140 200 | |
| Other websites | 17 | 15 | 100 200 | |
| Television | 14 | 14 | 93 500 | |
| Radio | 2 | 2 | 13 400 | |
| Direct mail | 17 | 19 | 126 900 | |
| None of these | 43 | 45 | 300 500 | |
| Information sources, travel | Print magazines | 16 | 27 | 180 300 |
| Newspapers | 15 | 29 | 193 600 | |
| Magazine websites | 10 | 12 | 80 100 | |
| Newspaper websites | 11 | 13 | 86 800 | |
| Blogs | 12 | 11 | 73 400 | |
| Social media | 38 | 29 | 193 600 | |
| Other websites | 49 | 51 | 340 500 | |
| Television | 17 | 20 | 133 500 | |
| Radio | 3 | 3 | 20 000 | |
| Direct mail | 9 | 11 | 73 400 | |
| None of these | 25 | 20 | 133 500 | |
| Information sources, style and fashion | Print magazines | 22 | 35 | 233 700 |
| Newspapers | 11 | 19 | 126 900 | |
| Magazine websites | 12 | 12 | 80 100 | |
| Newspaper websites | 8 | 9 | 60 100 | |
| Blogs | 9 | 7 | 46 700 | |
| Social media | 37 | 26 | 173 600 | |
| Other websites | 34 | 32 | 213 700 | |
| Television | 18 | 19 | 126 900 | |
| Radio | 2 | 2 | 13 400 | |
| Direct mail | 25 | 26 | 173 600 | |
| None of these | 28 | 29 | 193 600 | |
| Information sources, building and renovating | Print magazines | 17 | 25 | 166 900 |
| Newspapers | 13 | 22 | 146 900 | |
| Magazine websites | 9 | 9 | 60 100 | |
| Newspaper websites | 9 | 9 | 60 100 | |
| Blogs | 7 | 6 | 40 100 | |
| Social media | 26 | 19 | 126 900 | |
| Other websites | 33 | 32 | 213 700 | |
| Television | 18 | 18 | 120 200 | |
| Radio | 2 | 2 | 13 400 | |
| Direct mail | 27 | 29 | 193 600 | |
| None of these | 31 | 31 | 207 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 54 | 360 600 |
| Newspapers | 25 | 45 | 300 500 | |
| Magazine websites | 21 | 21 | 140 200 | |
| Newspaper websites | 23 | 25 | 166 900 | |
| Blogs | 14 | 12 | 80 100 | |
| Social media | 45 | 32 | 213 700 | |
| Other websites | 32 | 28 | 187 000 | |
| Television | 29 | 31 | 207 000 | |
| Radio | 7 | 7 | 46 700 | |
| Direct mail | 26 | 30 | 200 300 | |
| None of these | 11 | 9 | 60 100 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 66 800 |
| Newspapers | 10 | 14 | 93 500 | |
| Magazine websites | 3 | 3 | 20 000 | |
| Newspaper websites | 5 | 5 | 33 400 | |
| Blogs | 1 | 1 | 6 700 | |
| Social media | 12 | 9 | 60 100 | |
| Other websites | 27 | 25 | 166 900 | |
| Television | 12 | 12 | 80 100 | |
| Radio | 2 | 1 | 6 700 | |
| Direct mail | 16 | 17 | 113 500 | |
| None of these | 52 | 52 | 347 200 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 36 | 240 400 |
| Newspapers | 14 | 23 | 153 600 | |
| Magazine websites | 11 | 11 | 73 400 | |
| Newspaper websites | 9 | 9 | 60 100 | |
| Blogs | 7 | 6 | 40 100 | |
| Social media | 31 | 22 | 146 900 | |
| Other websites | 31 | 28 | 187 000 | |
| Television | 19 | 18 | 120 200 | |
| Radio | 2 | 1 | 6 700 | |
| Direct mail | 31 | 33 | 220 300 | |
| None of these | 24 | 25 | 166 900 | |
| Information sources, saving and investing | Print magazines | 9 | 15 | 100 200 |
| Newspapers | 11 | 21 | 140 200 | |
| Magazine websites | 6 | 7 | 46 700 | |
| Newspaper websites | 11 | 13 | 86 800 | |
| Blogs | 7 | 6 | 40 100 | |
| Social media | 22 | 13 | 86 800 | |
| Other websites | 32 | 31 | 207 000 | |
| Television | 8 | 7 | 46 700 | |
| Radio | 3 | 2 | 13 400 | |
| Direct mail | 4 | 4 | 26 700 | |
| None of these | 44 | 45 | 300 500 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 20 | 133 500 |
| Newspapers | 13 | 21 | 140 200 | |
| Magazine websites | 8 | 8 | 53 400 | |
| Newspaper websites | 9 | 10 | 66 800 | |
| Blogs | 5 | 5 | 33 400 | |
| Social media | 26 | 17 | 113 500 | |
| Other websites | 39 | 39 | 260 400 | |
| Television | 13 | 12 | 80 100 | |
| Radio | 3 | 2 | 13 400 | |
| Direct mail | 15 | 17 | 113 500 | |
| None of these | 36 | 34 | 227 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 19 | 126 900 |
| Newspapers | 16 | 26 | 173 600 | |
| Magazine websites | 7 | 7 | 46 700 | |
| Newspaper websites | 9 | 10 | 66 800 | |
| Blogs | 5 | 4 | 26 700 | |
| Social media | 26 | 17 | 113 500 | |
| Other websites | 42 | 39 | 260 400 | |
| Television | 14 | 13 | 86 800 | |
| Radio | 2 | 2 | 13 400 | |
| Direct mail | 30 | 34 | 227 000 | |
| None of these | 28 | 28 | 187 000 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 20 | 133 500 |
| Well-being and health | 50 | 55 | 367 200 | |
| Charity work | 13 | 15 | 100 200 | |
| Self development | 32 | 32 | 213 700 | |
| Celebrities | 14 | 15 | 100 200 | |
| Fishing | 16 | 12 | 80 100 | |
| Beauty care and cosmetics | 16 | 14 | 93 500 | |
| Literature | 27 | 43 | 287 100 | |
| Domestic and foreign news | 52 | 67 | 447 400 | |
| Domestic travel | 32 | 32 | 213 700 | |
| Culture | 33 | 49 | 327 200 | |
| Crafts | 25 | 22 | 146 900 | |
| Nature and going outdoor | 52 | 57 | 380 600 | |
| Hunting | 10 | 6 | 40 100 | |
| Style and fashion | 20 | 21 | 140 200 | |
| Music and concerts | 36 | 44 | 293 800 | |
| Going on summer cottage | 29 | 29 | 193 600 | |
| Local affairs | 55 | 62 | 414 000 | |
| Computer/console/mobile playing | 17 | 9 | 60 100 | |
| Politics | 42 | 56 | 373 900 | |
| Gardening and plants | 30 | 36 | 240 400 | |
| Building and renovating | 34 | 33 | 220 300 | |
| Food and drink | 38 | 41 | 273 800 | |
| Cooking, baking, recipes | 38 | 39 | 260 400 | |
| Investment | 23 | 24 | 160 200 | |
| Decorating | 28 | 30 | 200 300 | |
| Economic and finances | 35 | 40 | 267 100 | |
| Science | 35 | 42 | 280 400 | |
| Travelling abroad | 34 | 34 | 227 000 | |
| Sports, exercising | 45 | 42 | 280 400 | |
| Sailing, boating | 10 | 10 | 66 800 | |
| Consumer electronics and information technology | 21 | 17 | 113 500 | |
| Environmental matters | 31 | 40 | 267 100 | |
| 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 | 2 | 13 400 |
| Buying an apartment | 11 | 8 | 53 400 | |
| Home renovation | 27 | 27 | 180 300 | |
| Buying a car | 27 | 24 | 160 200 | |
| Buying a boat | 3 | 3 | 20 000 | |
| None of these | 51 | 53 | 353 900 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 40 | 267 100 |
| Repair and construction products | 39 | 41 | 273 800 | |
| Domestic appliances | 38 | 41 | 273 800 | |
| Electronics or IT products | 49 | 46 | 307 100 | |
| Cars | 19 | 16 | 106 800 | |
| Clothing and footwear | 84 | 86 | 574 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 260 400 | |
| Sports clothing, footwear or equipment | 58 | 57 | 380 600 | |
| Saving or investing products or services | 29 | 35 | 233 700 | |
| Cosmetics and beauty products | 49 | 53 | 353 900 | |
| Mobile phones | 29 | 26 | 173 600 | |
| Travels | 50 | 57 | 380 600 | |
| Products and services for health and well-being | 61 | 66 | 440 700 | |
| None of the above | 1 | 1 | 6 700 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 25 | 166 900 |
| Repair and construction products | 33 | 34 | 227 000 | |
| Domestic appliances | 18 | 17 | 113 500 | |
| Electronics or IT products | 27 | 23 | 153 600 | |
| Cars | 14 | 11 | 73 400 | |
| Clothing and footwear | 67 | 69 | 460 700 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 28 | 187 000 | |
| Sports clothing, footwear or equipment | 44 | 41 | 273 800 | |
| Saving or investing products or services | 24 | 27 | 180 300 | |
| Cosmetics and beauty products | 38 | 40 | 267 100 | |
| Mobile phones | 16 | 15 | 100 200 | |
| Travels | 46 | 53 | 353 900 | |
| Products and services for health and well-being | 49 | 54 | 360 600 | |
| None of the above | 6 | 5 | 33 400 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 40 100 |
| Insurance company | 11 | 11 | 73 400 | |
| electric company | 17 | 15 | 100 200 | |
| Internet Connection | 10 | 8 | 53 400 | |
| Phone-subscription | 14 | 12 | 80 100 | |
| None of the above | 48 | 54 | 360 600 | |
| Can not say | 18 | 16 | 106 800 | |
| Uses of extra money | Magazines, books, movies | 16 | 23 | 153 600 |
| Eating, drinking, partying in a restaurant | 35 | 35 | 233 700 | |
| Exercise hobbies and equipment | 28 | 27 | 180 300 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 46 | 307 100 | |
| Renovation, decoration | 23 | 24 | 160 200 | |
| Health services and one's own well-being | 22 | 24 | 160 200 | |
| Travelling | 44 | 51 | 340 500 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 11 | 73 400 | |
| Clothes, shoes and bags | 22 | 19 | 126 900 | |
| Home services (cleaning and other housekeeping services) | 5 | 9 | 60 100 | |
| Car, boat, motorcycle | 11 | 9 | 60 100 | |
| Cosmetics and beauty care | 12 | 10 | 66 800 | |
| Saving, investing | 49 | 54 | 360 600 | |
| Other | 8 | 6 | 40 100 | |
| There is no extra money after mandatory expenses | 8 | 5 | 33 400 | |
| Can not say | 3 | 4 | 26 700 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 0 | 360 600 |
| Men | 49 | 0 | 307 100 | |
| Native language | Finnish | 95 | 0 | 647 700 |
| Swedish | 5 | 0 | 20 000 | |
| Age | 15-24 y | 13 | 0 | 33 400 |
| 25-34 y | 14 | 0 | 40 100 | |
| 35-44 y | 14 | 0 | 66 800 | |
| 45-54 y | 14 | 0 | 80 100 | |
| 55-64 y | 15 | 0 | 126 900 | |
| 65+ y | 30 | 0 | 320 500 | |
| Gender + age | Female 15-29 years | 9 | 0 | 26 700 |
| Female 30-49 years | 14 | 0 | 66 800 | |
| Female 50+ years | 28 | 0 | 273 800 | |
| Male 15-29 years | 10 | 0 | 26 700 | |
| Male 30-49 years | 15 | 0 | 60 100 | |
| Male 50+ years | 24 | 0 | 213 700 | |
| Household position | Lives at home with parents | 7 | 0 | 13 400 |
| Lives alone | 29 | 0 | 187 000 | |
| Lives with spouse | 36 | 0 | 300 500 | |
| Lives with spouse and children | 24 | 0 | 133 500 | |
| Single parent | 2 | 0 | 13 400 | |
| Other | 3 | 0 | 13 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 0 | 187 000 |
| No | 39 | 0 | 347 200 | |
| No answer (under 45 year olds) | 41 | 0 | 140 200 | |
| Education | Elementary school | 4 | 0 | 20 000 |
| Secondary school | 6 | 0 | 26 700 | |
| Vocational | 27 | 0 | 113 500 | |
| High school | 13 | 0 | 80 100 | |
| University of Applied Sciences | 20 | 0 | 113 500 | |
| University | 28 | 0 | 307 100 | |
| Something else | 2 | 0 | 13 400 | |
| Decision-maker in grocery purchases | Yes | 93 | 0 | 634 300 |
| No | 6 | 0 | 33 400 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 0 | 527 500 |
| No | 32 | 0 | 140 200 | |
| Size of the household | 1 pers | 28 | 0 | 193 600 |
| 2 pers | 38 | 0 | 313 800 | |
| 3 pers | 14 | 0 | 73 400 | |
| 4 pers | 12 | 0 | 60 100 | |
| 5+ pers | 7 | 0 | 20 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 0 | 40 100 |
| 20 000 - 35 000 € /y | 17 | 0 | 93 500 | |
| 35 001 - 50 000 € /y | 18 | 0 | 120 200 | |
| 50 001 - 85 000 € /y | 21 | 0 | 153 600 | |
| 85 001 - 100 000 € /y | 8 | 0 | 66 800 | |
| Over 100 000 € /y | 10 | 0 | 106 800 | |
| Dont want to tell | 5 | 0 | 46 700 | |
| Cant say / No answer | 10 | 0 | 40 100 | |
| Family with kids | Yes | 32 | 0 | 153 600 |
| No | 68 | 0 | 514 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 0 | 66 800 |
| 2 children | 13 | 0 | 66 800 | |
| 3 children | 5 | 0 | 13 400 | |
| 4 children | 1 | 0 | 6 700 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 0 | 514 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 0 | 73 400 |
| Dog | 26 | 0 | 126 900 | |
| Some other pet | 5 | 0 | 26 700 | |
| No pets | 61 | 0 | 467 400 | |
| Health services used in the household | Public health services | 85 | 0 | 560 900 |
| Employer - funded health care services | 50 | 0 | 280 400 | |
| Private, self-funded healthcare services | 39 | 0 | 340 500 | |
| Private health insurance services | 26 | 0 | 166 900 | |
| No health care | 1 | 0 | 6 700 | |
| Can not say | 1 | 0 | 6 700 | |
| Housing | Apartment | 32 | 0 | 240 400 |
| Row house or semi-detached house | 17 | 0 | 126 900 | |
| Detached house | 46 | 0 | 273 800 | |
| Farm | 4 | 0 | 20 000 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 0 | 574 200 |
| Rented residence | 20 | 0 | 80 100 | |
| Right of residence apartment | 2 | 0 | 6 700 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 0 | 367 200 |
| No | 58 | 0 | 300 500 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 0 | 340 500 |
| Two cars | 30 | 0 | 187 000 | |
| Three or more cars | 10 | 0 | 40 100 | |
| No car | 14 | 0 | 100 200 | |
| Type of car, if buying now | New | 21 | 0 | 193 600 |
| Used | 70 | 0 | 393 900 | |
| Company car | 5 | 0 | 26 700 | |
| Leasing (personal) | 9 | 0 | 73 400 | |
| Shared car | 3 | 0 | 26 700 | |
| Doesn't use a car | 8 | 0 | 66 800 | |
| Can not say | 5 | 0 | 33 400 | |
| Advertising ban at the door / mailbox | Yes | 27 | 0 | 187 000 |
| No | 72 | 0 | 480 700 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 0 | 93 500 |
| No | 76 | 0 | 540 800 | |
| Can not say | 5 | 0 | 40 100 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 0 | 253 700 |
| Turku or Tampere | 8 | 0 | 46 700 | |
| Oulu | 4 | 0 | 13 400 | |
| 70 000 - 150 000 inhabitants town | 14 | 0 | 73 400 | |
| Urban municipality | 25 | 0 | 153 600 | |
| Conurbation | 16 | 0 | 73 400 | |
| Countryside | 13 | 0 | 53 400 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 0 | 140 200 |
| 5-6 days a week | 4 | 0 | 33 400 | |
| 1-4 days a week | 24 | 0 | 227 000 | |
| Monthly | 25 | 0 | 160 200 | |
| Rarely | 26 | 0 | 93 500 | |
| Never | 8 | 0 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 0 | 146 900 |
| 5-6 days a week | 5 | 0 | 33 400 | |
| 1-4 days a week | 20 | 0 | 140 200 | |
| Monthly | 15 | 0 | 106 800 | |
| Rarely | 23 | 0 | 140 200 | |
| Never | 13 | 0 | 93 500 | |
| Can not say | 1 | 0 | 6 700 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 0 | 320 500 |
| 5-6 days a week | 5 | 0 | 40 100 | |
| 1-4 days a week | 23 | 0 | 146 900 | |
| Monthly | 15 | 0 | 66 800 | |
| Rarely | 24 | 0 | 73 400 | |
| Never | 8 | 0 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 0 | 400 600 |
| 5-6 days a week | 9 | 0 | 60 100 | |
| 1-4 days a week | 17 | 0 | 93 500 | |
| Monthly | 6 | 0 | 26 700 | |
| Rarely | 8 | 0 | 40 100 | |
| Never | 5 | 0 | 40 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 0 | 26 700 |
| 5-6 days a week | 4 | 0 | 26 700 | |
| 1-4 days a week | 41 | 0 | 307 100 | |
| Monthly | 18 | 0 | 120 200 | |
| Rarely | 23 | 0 | 126 900 | |
| Never | 9 | 0 | 46 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 0 | 126 900 |
| 5-6 days a week | 10 | 0 | 86 800 | |
| 1-4 days a week | 30 | 0 | 213 700 | |
| Monthly | 21 | 0 | 113 500 | |
| Rarely | 15 | 0 | 73 400 | |
| Never | 6 | 0 | 53 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 0 | 73 400 |
| 5-6 days a week | 10 | 0 | 53 400 | |
| 1-4 days a week | 22 | 0 | 140 200 | |
| Monthly | 9 | 0 | 60 100 | |
| Rarely | 13 | 0 | 80 100 | |
| Never | 30 | 0 | 260 400 | |
| Can not say | 1 | 0 | 6 700 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 0 | 414 000 |
| 5-6 days a week | 10 | 0 | 80 100 | |
| 1-4 days a week | 19 | 0 | 80 100 | |
| Monthly | 12 | 0 | 46 700 | |
| Rarely | 12 | 0 | 40 100 | |
| Never | 3 | 0 | 6 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 0 | 253 700 |
| 5-6 days a week | 12 | 0 | 100 200 | |
| 1-4 days a week | 22 | 0 | 146 900 | |
| Monthly | 12 | 0 | 60 100 | |
| Rarely | 13 | 0 | 66 800 | |
| Never | 8 | 0 | 40 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 0 | 227 000 |
| 5-6 days a week | 6 | 0 | 46 700 | |
| 1-4 days a week | 16 | 0 | 120 200 | |
| Monthly | 13 | 0 | 86 800 | |
| Rarely | 27 | 0 | 133 500 | |
| Never | 15 | 0 | 53 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 0 | 93 500 |
| 5-6 days a week | 9 | 0 | 46 700 | |
| 1-4 days a week | 21 | 0 | 140 200 | |
| Monthly | 14 | 0 | 93 500 | |
| Rarely | 23 | 0 | 153 600 | |
| Never | 16 | 0 | 133 500 | |
| Can not say | 1 | 0 | 6 700 | |
| The frequency of listening: Podcasts | Daily | 6 | 0 | 33 400 |
| 5-6 days a week | 3 | 0 | 20 000 | |
| 1-4 days a week | 11 | 0 | 73 400 | |
| Monthly | 14 | 0 | 86 800 | |
| Rarely | 27 | 0 | 173 600 | |
| Never | 36 | 0 | 267 100 | |
| Can not say | 2 | 0 | 13 400 | |
| User frequency and following: Social media | Daily | 59 | 0 | 333 800 |
| 5-6 days a week | 8 | 0 | 60 100 | |
| 1-4 days a week | 8 | 0 | 53 400 | |
| Monthly | 3 | 0 | 20 000 | |
| Rarely | 6 | 0 | 46 700 | |
| Never | 16 | 0 | 140 200 | |
| Can not say | 0 | 0 | 6 700 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 0 | 53 400 |
| 5-6 days a week | 6 | 0 | 20 000 | |
| 1-4 days a week | 13 | 0 | 66 800 | |
| Monthly | 8 | 0 | 53 400 | |
| Rarely | 20 | 0 | 133 500 | |
| Never | 38 | 0 | 333 800 | |
| Can not say | 1 | 0 | 6 700 | |
| User frequency: Instant messaging | Daily | 69 | 0 | 427 300 |
| 5-6 days a week | 11 | 0 | 80 100 | |
| 1-4 days a week | 9 | 0 | 73 400 | |
| Monthly | 3 | 0 | 20 000 | |
| Rarely | 2 | 0 | 13 400 | |
| Never | 6 | 0 | 53 400 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 0 | 200 300 |
| 5-6 days a week | 6 | 0 | 60 100 | |
| 1-4 days a week | 14 | 0 | 113 500 | |
| Monthly | 22 | 0 | 140 200 | |
| Rarely | 34 | 0 | 140 200 | |
| Never | 7 | 0 | 13 400 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 0 | 13 400 |
| 5-6 days a week | 1 | 0 | 6 700 | |
| 1-4 days a week | 4 | 0 | 26 700 | |
| Monthly | 7 | 0 | 46 700 | |
| Rarely | 30 | 0 | 187 000 | |
| Never | 53 | 0 | 373 900 | |
| Can not say | 1 | 0 | 6 700 | |
| Listening frequency: Audiobooks | Daily | 6 | 0 | 40 100 |
| 5-6 days a week | 3 | 0 | 13 400 | |
| 1-4 days a week | 6 | 0 | 33 400 | |
| Monthly | 8 | 0 | 46 700 | |
| Rarely | 23 | 0 | 140 200 | |
| Never | 54 | 0 | 387 300 | |
| Can not say | 1 | 0 | 6 700 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 0 | 86 800 |
| 5-6 days a week | 9 | 0 | 46 700 | |
| 1-4 days a week | 23 | 0 | 146 900 | |
| Monthly | 21 | 0 | 140 200 | |
| Rarely | 17 | 0 | 133 500 | |
| Never | 10 | 0 | 120 200 | |
| Can not say | 0 | 0 | 6 700 | |
| Usage/following: Linkedl | Daily | 4 | 0 | 26 700 |
| 5-6 days a week | 2 | 0 | 20 000 | |
| 1-4 days a week | 8 | 0 | 66 800 | |
| Monthly | 8 | 0 | 53 400 | |
| Rarely | 12 | 0 | 80 100 | |
| Never | 59 | 0 | 373 900 | |
| Cant say / No answer | 6 | 0 | 53 400 | |
| Usage/following: Facebook | Daily | 39 | 0 | 253 700 |
| 5-6 days a week | 8 | 0 | 60 100 | |
| 1-4 days a week | 11 | 0 | 73 400 | |
| Monthly | 6 | 0 | 33 400 | |
| Rarely | 9 | 0 | 46 700 | |
| Never | 22 | 0 | 153 600 | |
| Cant say / No answer | 4 | 0 | 46 700 | |
| Usage/Following: Instagram | Daily | 32 | 0 | 166 900 |
| 5-6 days a week | 7 | 0 | 33 400 | |
| 1-4 days a week | 9 | 0 | 60 100 | |
| Monthly | 5 | 0 | 33 400 | |
| Rarely | 9 | 0 | 66 800 | |
| Never | 33 | 0 | 260 400 | |
| Cant say / No answer | 5 | 0 | 46 700 | |
| Usage/following rate: Snapchat | Daily | 15 | 0 | 40 100 |
| 5-6 days a week | 2 | 0 | 6 700 | |
| 1-4 days a week | 3 | 0 | 6 700 | |
| Monthly | 2 | 0 | 6 700 | |
| Rarely | 5 | 0 | 33 400 | |
| Never | 69 | 0 | 527 500 | |
| Cant say / No answer | 5 | 0 | 53 400 | |
| Usage/Following: Twitter | Daily | 5 | 0 | 33 400 |
| 5-6 days a week | 2 | 0 | 13 400 | |
| 1-4 days a week | 4 | 0 | 26 700 | |
| Monthly | 5 | 0 | 26 700 | |
| Rarely | 11 | 0 | 60 100 | |
| Never | 68 | 0 | 460 700 | |
| Cant say / No answer | 5 | 0 | 46 700 | |
| Usage/Following: TikTok | Daily | 10 | 0 | 26 700 |
| 5-6 days a week | 3 | 0 | 6 700 | |
| 1-4 days a week | 4 | 0 | 20 000 | |
| Monthly | 3 | 0 | 13 400 | |
| Rarely | 8 | 0 | 46 700 | |
| Never | 68 | 0 | 507 500 | |
| Cant say / No answer | 4 | 0 | 46 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 0 | 66 800 |
| Partially agree | 43 | 0 | 267 100 | |
| Partially disagree | 30 | 0 | 220 300 | |
| Completely disagree | 10 | 0 | 100 200 | |
| Can not say | 3 | 0 | 20 000 | |
| I prefer domestic products | Completely agree | 33 | 0 | 247 000 |
| Partially agree | 55 | 0 | 353 900 | |
| Partially disagree | 9 | 0 | 46 700 | |
| Completely disagree | 1 | 0 | 6 700 | |
| Can not say | 2 | 0 | 6 700 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 0 | 166 900 |
| Partially agree | 54 | 0 | 387 300 | |
| Partially disagree | 18 | 0 | 86 800 | |
| Completely disagree | 4 | 0 | 13 400 | |
| Can not say | 3 | 0 | 13 400 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 0 | 180 300 |
| Partially agree | 58 | 0 | 407 300 | |
| Partially disagree | 15 | 0 | 60 100 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 0 | 13 400 | |
| I usually choose the cheapest option | Completely agree | 12 | 0 | 46 700 |
| Partially agree | 48 | 0 | 307 100 | |
| Partially disagree | 33 | 0 | 253 700 | |
| Completely disagree | 5 | 0 | 46 700 | |
| Can not say | 2 | 0 | 13 400 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 0 | 200 300 |
| Partially agree | 50 | 0 | 367 200 | |
| Partially disagree | 9 | 0 | 73 400 | |
| Completely disagree | 2 | 0 | 20 000 | |
| Can not say | 1 | 0 | 6 700 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 0 | 26 700 |
| Partially agree | 24 | 0 | 166 900 | |
| Partially disagree | 38 | 0 | 260 400 | |
| Completely disagree | 24 | 0 | 153 600 | |
| Can not say | 9 | 0 | 66 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 0 | 26 700 |
| Partially agree | 36 | 0 | 240 400 | |
| Partially disagree | 45 | 0 | 313 800 | |
| Completely disagree | 11 | 0 | 66 800 | |
| Can not say | 4 | 0 | 20 000 | |
| I prefer local shops and services | Completely agree | 27 | 0 | 213 700 |
| Partially agree | 58 | 0 | 387 300 | |
| Partially disagree | 11 | 0 | 53 400 | |
| Completely disagree | 1 | 0 | 6 700 | |
| Can not say | 2 | 0 | 6 700 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 0 | 20 000 |
| Partially agree | 28 | 0 | 160 200 | |
| Partially disagree | 29 | 0 | 200 300 | |
| Completely disagree | 32 | 0 | 247 000 | |
| Can not say | 7 | 0 | 46 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 0 | 53 400 |
| Partially agree | 32 | 0 | 253 700 | |
| Partially disagree | 37 | 0 | 240 400 | |
| Completely disagree | 20 | 0 | 106 800 | |
| Can not say | 2 | 0 | 13 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 0 | 126 900 |
| Partially agree | 50 | 0 | 360 600 | |
| Partially disagree | 24 | 0 | 133 500 | |
| Completely disagree | 6 | 0 | 26 700 | |
| Can not say | 4 | 0 | 13 400 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 0 | 153 600 |
| Partially agree | 51 | 0 | 373 900 | |
| Partially disagree | 22 | 0 | 100 200 | |
| Completely disagree | 6 | 0 | 26 700 | |
| Can not say | 3 | 0 | 13 400 | |
| I prefer well-known brands | Completely agree | 12 | 0 | 86 800 |
| Partially agree | 58 | 0 | 420 700 | |
| Partially disagree | 21 | 0 | 113 500 | |
| Completely disagree | 5 | 0 | 26 700 | |
| Can not say | 3 | 0 | 26 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 0 | 80 100 |
| Partially agree | 41 | 0 | 260 400 | |
| Partially disagree | 31 | 0 | 207 000 | |
| Completely disagree | 12 | 0 | 100 200 | |
| Can not say | 3 | 0 | 26 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 0 | 93 500 |
| Quite positively | 61 | 0 | 420 700 | |
| Quite negatively | 16 | 0 | 106 800 | |
| Very negative | 4 | 0 | 20 000 | |
| Can not say | 6 | 0 | 26 700 | |
| Magazines | Very positive | 13 | 0 | 93 500 |
| Quite positively | 60 | 0 | 420 700 | |
| Quite negatively | 17 | 0 | 106 800 | |
| Very negative | 4 | 0 | 20 000 | |
| Can not say | 6 | 0 | 26 700 | |
| Free and local newspapers | Very positive | 24 | 0 | 173 600 |
| Quite positively | 56 | 0 | 373 900 | |
| Quite negatively | 11 | 0 | 66 800 | |
| Very negative | 4 | 0 | 13 400 | |
| Can not say | 6 | 0 | 40 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 0 | 40 100 |
| Quite positively | 45 | 0 | 280 400 | |
| Quite negatively | 30 | 0 | 213 700 | |
| Very negative | 10 | 0 | 60 100 | |
| Can not say | 8 | 0 | 73 400 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 0 | 20 000 |
| Quite positively | 33 | 0 | 180 300 | |
| Quite negatively | 32 | 0 | 220 300 | |
| Very negative | 17 | 0 | 120 200 | |
| Can not say | 12 | 0 | 120 200 | |
| Blogs | Very positive | 4 | 0 | 13 400 |
| Quite positively | 25 | 0 | 126 900 | |
| Quite negatively | 29 | 0 | 187 000 | |
| Very negative | 16 | 0 | 120 200 | |
| Can not say | 26 | 0 | 220 300 | |
| Newsletters to email | Very positive | 2 | 0 | 6 700 |
| Quite positively | 17 | 0 | 93 500 | |
| Quite negatively | 34 | 0 | 247 000 | |
| Very negative | 43 | 0 | 300 500 | |
| Can not say | 4 | 0 | 26 700 | |
| Other websites | Very positive | 3 | 0 | 20 000 |
| Quite positively | 38 | 0 | 213 700 | |
| Quite negatively | 34 | 0 | 240 400 | |
| Very negative | 14 | 0 | 93 500 | |
| Can not say | 11 | 0 | 106 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 0 | 40 100 |
| Quite positively | 46 | 0 | 300 500 | |
| Quite negatively | 29 | 0 | 227 000 | |
| Very negative | 13 | 0 | 86 800 | |
| Can not say | 4 | 0 | 20 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 0 | 20 000 |
| Quite positively | 35 | 0 | 207 000 | |
| Quite negatively | 33 | 0 | 247 000 | |
| Very negative | 20 | 0 | 140 200 | |
| Can not say | 7 | 0 | 53 400 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 0 | 120 200 |
| Quite positively | 46 | 0 | 313 800 | |
| Quite negatively | 17 | 0 | 113 500 | |
| Very negative | 14 | 0 | 86 800 | |
| Can not say | 5 | 0 | 33 400 | |
| Out-of-home advertising | Very positive | 11 | 0 | 66 800 |
| Quite positively | 52 | 0 | 333 800 | |
| Quite negatively | 21 | 0 | 146 900 | |
| Very negative | 9 | 0 | 53 400 | |
| Can not say | 8 | 0 | 66 800 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 0 | 153 600 |
| Partially agree | 60 | 0 | 420 700 | |
| Partially disagree | 11 | 0 | 46 700 | |
| Completely disagree | 3 | 0 | 6 700 | |
| Can not say | 9 | 0 | 33 400 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 0 | 120 200 |
| Partially agree | 57 | 0 | 414 000 | |
| Partially disagree | 14 | 0 | 80 100 | |
| Completely disagree | 5 | 0 | 20 000 | |
| Can not say | 8 | 0 | 33 400 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 0 | 180 300 |
| Partially agree | 46 | 0 | 307 100 | |
| Partially disagree | 12 | 0 | 60 100 | |
| Completely disagree | 5 | 0 | 20 000 | |
| Can not say | 15 | 0 | 100 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 0 | 253 700 |
| Partially agree | 49 | 0 | 327 200 | |
| Partially disagree | 7 | 0 | 26 700 | |
| Completely disagree | 2 | 0 | 6 700 | |
| Can not say | 10 | 0 | 53 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 0 | 140 200 |
| Partially agree | 51 | 0 | 353 900 | |
| Partially disagree | 14 | 0 | 66 800 | |
| Completely disagree | 3 | 0 | 6 700 | |
| Can not say | 16 | 0 | 100 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 0 | 86 800 |
| Partially agree | 52 | 0 | 360 600 | |
| Partially disagree | 18 | 0 | 100 200 | |
| Completely disagree | 3 | 0 | 6 700 | |
| Can not say | 17 | 0 | 106 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 0 | 193 600 |
| Partially agree | 58 | 0 | 407 300 | |
| Partially disagree | 9 | 0 | 33 400 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 9 | 0 | 33 400 | |
| I follow important magazines on social media | Completely agree | 7 | 0 | 40 100 |
| Partially agree | 25 | 0 | 160 200 | |
| Partially disagree | 23 | 0 | 160 200 | |
| Completely disagree | 36 | 0 | 260 400 | |
| Can not say | 10 | 0 | 46 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 0 | 146 900 |
| Partially agree | 33 | 0 | 260 400 | |
| Partially disagree | 29 | 0 | 173 600 | |
| Completely disagree | 17 | 0 | 73 400 | |
| Can not say | 5 | 0 | 13 400 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 0 | 53 400 |
| Partially agree | 45 | 0 | 300 500 | |
| Partially disagree | 28 | 0 | 193 600 | |
| Completely disagree | 10 | 0 | 73 400 | |
| Can not say | 10 | 0 | 53 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 0 | 60 100 |
| Partially agree | 35 | 0 | 220 300 | |
| Partially disagree | 23 | 0 | 166 900 | |
| Completely disagree | 23 | 0 | 166 900 | |
| Can not say | 9 | 0 | 46 700 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 0 | 53 400 |
| Partially agree | 33 | 0 | 233 700 | |
| Partially disagree | 27 | 0 | 187 000 | |
| Completely disagree | 24 | 0 | 160 200 | |
| Can not say | 8 | 0 | 40 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 0 | 100 200 |
| Partially agree | 50 | 0 | 347 200 | |
| Partially disagree | 19 | 0 | 106 800 | |
| Completely disagree | 13 | 0 | 86 800 | |
| Can not say | 5 | 0 | 26 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 0 | 66 800 |
| Partially agree | 29 | 0 | 193 600 | |
| Partially disagree | 27 | 0 | 166 900 | |
| Completely disagree | 29 | 0 | 207 000 | |
| Can not say | 7 | 0 | 33 400 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 0 | 6 700 |
| Partially agree | 18 | 0 | 73 400 | |
| Partially disagree | 33 | 0 | 220 300 | |
| Completely disagree | 38 | 0 | 293 800 | |
| Can not say | 10 | 0 | 73 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 0 | 100 200 |
| Partially agree | 41 | 0 | 307 100 | |
| Partially disagree | 23 | 0 | 153 600 | |
| Completely disagree | 12 | 0 | 66 800 | |
| Can not say | 8 | 0 | 40 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 0 | 106 800 |
| Newspapers | 12 | 0 | 126 900 | |
| Magazine websites | 7 | 0 | 53 400 | |
| Newspaper websites | 8 | 0 | 60 100 | |
| Blogs | 3 | 0 | 13 400 | |
| Social media | 16 | 0 | 53 400 | |
| Other websites | 44 | 0 | 267 100 | |
| Television | 11 | 0 | 73 400 | |
| Radio | 2 | 0 | 13 400 | |
| Direct mail | 10 | 0 | 66 800 | |
| None of these | 39 | 0 | 280 400 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 0 | 140 200 |
| Newspapers | 15 | 0 | 173 600 | |
| Magazine websites | 9 | 0 | 66 800 | |
| Newspaper websites | 11 | 0 | 73 400 | |
| Blogs | 6 | 0 | 26 700 | |
| Social media | 28 | 0 | 126 900 | |
| Other websites | 50 | 0 | 320 500 | |
| Television | 19 | 0 | 106 800 | |
| Radio | 3 | 0 | 20 000 | |
| Direct mail | 35 | 0 | 240 400 | |
| None of these | 16 | 0 | 120 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 0 | 173 600 |
| Newspapers | 8 | 0 | 86 800 | |
| Magazine websites | 10 | 0 | 60 100 | |
| Newspaper websites | 7 | 0 | 40 100 | |
| Blogs | 7 | 0 | 40 100 | |
| Social media | 31 | 0 | 140 200 | |
| Other websites | 17 | 0 | 100 200 | |
| Television | 14 | 0 | 93 500 | |
| Radio | 2 | 0 | 13 400 | |
| Direct mail | 17 | 0 | 126 900 | |
| None of these | 43 | 0 | 300 500 | |
| Information sources, travel | Print magazines | 16 | 0 | 180 300 |
| Newspapers | 15 | 0 | 193 600 | |
| Magazine websites | 10 | 0 | 80 100 | |
| Newspaper websites | 11 | 0 | 86 800 | |
| Blogs | 12 | 0 | 73 400 | |
| Social media | 38 | 0 | 193 600 | |
| Other websites | 49 | 0 | 340 500 | |
| Television | 17 | 0 | 133 500 | |
| Radio | 3 | 0 | 20 000 | |
| Direct mail | 9 | 0 | 73 400 | |
| None of these | 25 | 0 | 133 500 | |
| Information sources, style and fashion | Print magazines | 22 | 0 | 233 700 |
| Newspapers | 11 | 0 | 126 900 | |
| Magazine websites | 12 | 0 | 80 100 | |
| Newspaper websites | 8 | 0 | 60 100 | |
| Blogs | 9 | 0 | 46 700 | |
| Social media | 37 | 0 | 173 600 | |
| Other websites | 34 | 0 | 213 700 | |
| Television | 18 | 0 | 126 900 | |
| Radio | 2 | 0 | 13 400 | |
| Direct mail | 25 | 0 | 173 600 | |
| None of these | 28 | 0 | 193 600 | |
| Information sources, building and renovating | Print magazines | 17 | 0 | 166 900 |
| Newspapers | 13 | 0 | 146 900 | |
| Magazine websites | 9 | 0 | 60 100 | |
| Newspaper websites | 9 | 0 | 60 100 | |
| Blogs | 7 | 0 | 40 100 | |
| Social media | 26 | 0 | 126 900 | |
| Other websites | 33 | 0 | 213 700 | |
| Television | 18 | 0 | 120 200 | |
| Radio | 2 | 0 | 13 400 | |
| Direct mail | 27 | 0 | 193 600 | |
| None of these | 31 | 0 | 207 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 0 | 360 600 |
| Newspapers | 25 | 0 | 300 500 | |
| Magazine websites | 21 | 0 | 140 200 | |
| Newspaper websites | 23 | 0 | 166 900 | |
| Blogs | 14 | 0 | 80 100 | |
| Social media | 45 | 0 | 213 700 | |
| Other websites | 32 | 0 | 187 000 | |
| Television | 29 | 0 | 207 000 | |
| Radio | 7 | 0 | 46 700 | |
| Direct mail | 26 | 0 | 200 300 | |
| None of these | 11 | 0 | 60 100 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 0 | 66 800 |
| Newspapers | 10 | 0 | 93 500 | |
| Magazine websites | 3 | 0 | 20 000 | |
| Newspaper websites | 5 | 0 | 33 400 | |
| Blogs | 1 | 0 | 6 700 | |
| Social media | 12 | 0 | 60 100 | |
| Other websites | 27 | 0 | 166 900 | |
| Television | 12 | 0 | 80 100 | |
| Radio | 2 | 0 | 6 700 | |
| Direct mail | 16 | 0 | 113 500 | |
| None of these | 52 | 0 | 347 200 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 0 | 240 400 |
| Newspapers | 14 | 0 | 153 600 | |
| Magazine websites | 11 | 0 | 73 400 | |
| Newspaper websites | 9 | 0 | 60 100 | |
| Blogs | 7 | 0 | 40 100 | |
| Social media | 31 | 0 | 146 900 | |
| Other websites | 31 | 0 | 187 000 | |
| Television | 19 | 0 | 120 200 | |
| Radio | 2 | 0 | 6 700 | |
| Direct mail | 31 | 0 | 220 300 | |
| None of these | 24 | 0 | 166 900 | |
| Information sources, saving and investing | Print magazines | 9 | 0 | 100 200 |
| Newspapers | 11 | 0 | 140 200 | |
| Magazine websites | 6 | 0 | 46 700 | |
| Newspaper websites | 11 | 0 | 86 800 | |
| Blogs | 7 | 0 | 40 100 | |
| Social media | 22 | 0 | 86 800 | |
| Other websites | 32 | 0 | 207 000 | |
| Television | 8 | 0 | 46 700 | |
| Radio | 3 | 0 | 13 400 | |
| Direct mail | 4 | 0 | 26 700 | |
| None of these | 44 | 0 | 300 500 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 0 | 133 500 |
| Newspapers | 13 | 0 | 140 200 | |
| Magazine websites | 8 | 0 | 53 400 | |
| Newspaper websites | 9 | 0 | 66 800 | |
| Blogs | 5 | 0 | 33 400 | |
| Social media | 26 | 0 | 113 500 | |
| Other websites | 39 | 0 | 260 400 | |
| Television | 13 | 0 | 80 100 | |
| Radio | 3 | 0 | 13 400 | |
| Direct mail | 15 | 0 | 113 500 | |
| None of these | 36 | 0 | 227 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 0 | 126 900 |
| Newspapers | 16 | 0 | 173 600 | |
| Magazine websites | 7 | 0 | 46 700 | |
| Newspaper websites | 9 | 0 | 66 800 | |
| Blogs | 5 | 0 | 26 700 | |
| Social media | 26 | 0 | 113 500 | |
| Other websites | 42 | 0 | 260 400 | |
| Television | 14 | 0 | 86 800 | |
| Radio | 2 | 0 | 13 400 | |
| Direct mail | 30 | 0 | 227 000 | |
| None of these | 28 | 0 | 187 000 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 0 | 133 500 |
| Well-being and health | 50 | 0 | 367 200 | |
| Charity work | 13 | 0 | 100 200 | |
| Self development | 32 | 0 | 213 700 | |
| Celebrities | 14 | 0 | 100 200 | |
| Fishing | 16 | 0 | 80 100 | |
| Beauty care and cosmetics | 16 | 0 | 93 500 | |
| Literature | 27 | 0 | 287 100 | |
| Domestic and foreign news | 52 | 0 | 447 400 | |
| Domestic travel | 32 | 0 | 213 700 | |
| Culture | 33 | 0 | 327 200 | |
| Crafts | 25 | 0 | 146 900 | |
| Nature and going outdoor | 52 | 0 | 380 600 | |
| Hunting | 10 | 0 | 40 100 | |
| Style and fashion | 20 | 0 | 140 200 | |
| Music and concerts | 36 | 0 | 293 800 | |
| Going on summer cottage | 29 | 0 | 193 600 | |
| Local affairs | 55 | 0 | 414 000 | |
| Computer/console/mobile playing | 17 | 0 | 60 100 | |
| Politics | 42 | 0 | 373 900 | |
| Gardening and plants | 30 | 0 | 240 400 | |
| Building and renovating | 34 | 0 | 220 300 | |
| Food and drink | 38 | 0 | 273 800 | |
| Cooking, baking, recipes | 38 | 0 | 260 400 | |
| Investment | 23 | 0 | 160 200 | |
| Decorating | 28 | 0 | 200 300 | |
| Economic and finances | 35 | 0 | 267 100 | |
| Science | 35 | 0 | 280 400 | |
| Travelling abroad | 34 | 0 | 227 000 | |
| Sports, exercising | 45 | 0 | 280 400 | |
| Sailing, boating | 10 | 0 | 66 800 | |
| Consumer electronics and information technology | 21 | 0 | 113 500 | |
| Environmental matters | 31 | 0 | 267 100 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
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
Vastaava päätoimittaja
- Erja Yläjärvi
Päätoimittaja
- Antero Mukka
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201