Finnish Magazine Rate Cards

Hymy

HYMY KEEPS ON SMILING! Hymy has made people smile for almost 60 years and the success story continues. Is it possible that the pioneer in sensation style journalism in Finland has truly been a round for half a century? Hymy does not just stick around, it gets better. It treads it own paths and is courageous. Hymy is the magazine for the entire nation and it does not back away or bow down for anything or anyone. It brings you the best revelations, as well as the most daring photos and touching life stories and the boldest humour. Hymy is all this! Hymy is not going anywhere-stay with us! - Mika Lahtonen, Editor in Chief

Magazine's website: http://hymy.fi/ Follow us :

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

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

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

Contact info

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

Circulation or copies

Issues per year	12

Readership

Readership	73 000
Total reach	234 000
How many times read	1.8
Minutes of reading	57 min
Sources	KMT 2023

Online audience

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

Average weekly reach Source: FIAM

August 2023

126 561

20.81 %

July 2023

104 763

-54.95 %

June 2023

232 537

65.35 %

May 2023

140 636

-18.12 %

April 2023

171 755

-3.46 %

March 2023

177 908

70.22 %

February 2023

104 514

-29.42 %

January 2023

148 071

-11.54 %

December 2022

167 387

135.89 %

November 2022

70 960

-3.83 %

October 2022

73 789

-40.73 %

September 2022

124 493

18.95 %

Average weekly pageviews Source: FIAM

August 2023

566 632

13.9 %

July 2023

497 464

-37.06 %

June 2023

790 338

31.73 %

May 2023

599 969

-16.29 %

April 2023

716 682

8.84 %

March 2023

658 460

29.1 %

February 2023

510 058

-19.11 %

January 2023

630 523

-5.97 %

December 2022

670 529

-1.33 %

November 2022

679 549

-10.13 %

October 2022

756 150

14.98 %

September 2022

657 654

-18.78 %

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

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1	30.12.2022	05.12.2022	12.12.2022
2	03.02.2023	10.01.2023	17.01.2023
3	03.03.2023	07.02.2023	14.02.2023
4	14.04.2023	17.02.2023	24.03.2023
5	12.05.2023	17.04.2023	24.04.2023
6	09.06.2023	15.05.2023	23.05.2023
7	14.07.2023	19.06.2023	27.06.2023
8	11.08.2023	18.07.2023	25.07.2023
9	08.09.2023	15.08.2023	22.08.2023
10	13.10.2023	19.09.2023	26.09.2023
11	10.11.2023	17.10.2023	24.10.2023
12	08.12.2023	13.11.2023	20.11.2023

Advertisement rates

2/1

Position: Not specified

Size including margin: 420 x 297 mm

4-colour price 6670 €

1/1

Position: Not specified

Size including margin: 210 x 297 mm

4-colour price 3710 €

1/1

Position: Back cover

Size including margin: 210 x 297 mm

4-colour price 4080 €

1/2

Position: Not specified

Size including margin: 102 x 297 mm

4-colour price 2520 €

1/2

Position: Not specified

Size including margin: 210 x 146 mm

4-colour price 2520 €

1/4

Position: Not specified

Size including margin: 52 x 297 mm

4-colour price 1850 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	210 x 297 mm
Printing area mm	210 x 297 mm
Bleed mm	5 mm
Number of colums	4
Column width	44 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	PunaMusta Oy , Tampere

Technical info / material

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

Readers: 73 000 / KMT 2023 Download magazine graphs (PDF)

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

Reader profile		All 15+ %	Hymy Readers %	Hymy Amount of readers
Readership (KMT 2023)	73 000
Total reach	234 000
Sex	Women	51	49	35 770
Sex	Men	49	51	37 230

Native language	Finnish	95	98	71 540
Native language	Swedish	5	2	1 460

Age	15-24 y	13	5	3 650
	25-34 y	14	4	2 920
	35-44 y	14	9	6 570
	45-54 y	14	9	6 570
	55-64 y	16	16	11 680
	65+ y	29	57	41 610

Gender + age	Female 15-29 years	10	3	2 190
	Female 30-49 years	14	5	3 650
	Female 50+ years	28	41	29 930
	Male 15-29 years	10	3	2 190
	Male 30-49 years	14	10	7 300
	Male 50+ years	24	38	27 740

Household position	Lives at home with parents	7	3	2 190
	Lives alone	28	32	23 360
	Lives with spouse	37	47	34 310
	Lives with spouse and children	24	13	9 490
	Single parent	2	1	730
	Other	3	3	2 190

Grandchildren under 18 years of age	Yes	21	36	26 280
	No	38	47	34 310
	No answer (under 45 year olds)	41	18	13 140

Profession	Top Management	4	2	1 460
	white-collar worker, higher-level	16	7	5 110
	White-collar worker	12	8	5 840
	Worker	10	11	8 030
	Farmer	1	1	730
	Other entrepreneur	3	2	1 460
	Pensioner	31	59	43 070
	Student, pupil	11	4	2 920
	Homewife, home dad	0	0	0
	Unemployed	2	2	1 460
	Other	6	4	2 920
	No answer	3	2	1 460

Education	Elementary school	5	17	12 410
	Secondary school	7	10	7 300
	Vocational	28	36	26 280
	High school	14	10	7 300
	University of Applied Sciences	19	14	10 220
	University	27	10	7 300
	Something else	2	2	1 460

Size of the household	1 pers	28	34	24 820
	2 pers	38	47	34 310
	3 pers	14	10	7 300
	4 pers	12	6	4 380
	5+ pers	7	4	2 920

Household income (gross)	Below 20 000 € /y	11	17	12 410
	20 000 - 35 000 € /y	19	25	18 250
	35 001 - 50 000 € /y	20	22	16 060
	50 001 - 85 000 € /y	22	16	11 680
	85 001 - 100 000 € /y	7	3	2 190
	Over 100 000 € /y	9	6	4 380
	Don't want to tell	5	5	3 650
	Can't say / No answer	7	5	3 650

Decision-maker in grocery purchases	Yes	93	91	66 430
	Don't know	7	6	4 380
	Can not say	1	2	1 460

Housing	Apartment	32	25	18 250
	Row house or semi-detached house	15	14	10 220
	Detached house	47	54	39 420
	Farm	4	6	4 380
	Something else	1	1	730
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	83	60 590
	Rented residence	20	10	7 300
	Right of residence apartment	2	5	3 650
	Something else	1	2	1 460
	Can not say	1	1	730

Cottage or holiday home in regular use	Yes	40	43	31 390
	No	59	56	40 880
	Can not say	1	1	730

Using AdBlocker or similar application	Yes	19	10	7 300
	No	76	83	60 590
	Can not say	5	7	5 110

Number of cars in household	One car	45	54	39 420
	Two cars	32	31	22 630
	Three or more cars	10	6	4 380
	No car	14	9	6 570

PUUTTUU	PUUTTUU	22	32	23 360
	PUUTTUU	67	61	44 530
	PUUTTUU	4	2	1 460
	PUUTTUU	8	8	5 840
	PUUTTUU	2	2	1 460
	PUUTTUU	8	7	5 110
	PUUTTUU	5	6	4 380

Advertising ban at the door / mailbox	Yes	24	13	9 490
	No	76	87	63 510
	Can not say	1	0	0

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	34	24 820
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	730
	Retired	31	59	43 070
	Unemployed / laid off	2	2	1 460
	Schoolboy or student	11	4	2 920
	Housewife or father	0	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	730
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	18	13 140
	No	25	15	10 950
	Can't say / No answer	50	67	48 910

Health services used in the household	Public health services	85	90	65 700
	Employer - funded health care services	49	30	21 900
	Private, self-funded healthcare services	39	40	29 200
	Private health insurance services	22	12	8 760
	No health care	1	1	730
	Can not say	1	0	0

Type of municipality (7 class)	Greater Helsinki	19	7	5 110
	Turku or Tampere	8	10	7 300
	Oulu	4	2	1 460
	70 000 - 150 000 inhabitants town	13	12	8 760
	Urban municipality	27	32	23 360
	Conurbation	16	20	14 600
	Countryside	13	17	12 410

Pets in household	Cat	17	18	13 140
	Dog	26	22	16 060
	Some other pet	5	3	2 190
	No pets	59	63	45 990

Family with kids	Yes	32	17	12 410
Family with kids	No	68	83	60 590

Use of glasses or contact lenses	Yes	67	77	56 210
Use of glasses or contact lenses	No	33	23	16 790
How often different content is read
The frequency of reading: Print magazines	Daily	15	36	26 280
	5-6 days a week	4	6	4 380
	1-4 days a week	26	35	25 550
	Monthly	24	13	9 490
	Rarely	23	8	5 840
	Never	7	2	1 460
	Can not say	1	1	730

The frequency of reading: Magazine content in digital format	Daily	21	25	18 250
	5-6 days a week	5	4	2 920
	1-4 days a week	19	16	11 680
	Monthly	15	12	8 760
	Rarely	24	21	15 330
	Never	14	22	16 060
	Can not say	1	1	730

The frequency of reading: Print newspapers or afternoon papers	Daily	30	58	42 340
	5-6 days a week	4	4	2 920
	1-4 days a week	23	23	16 790
	Monthly	13	7	5 110
	Rarely	21	8	5 840
	Never	7	1	730
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	58	42 340
	5-6 days a week	9	5	3 650
	1-4 days a week	16	10	7 300
	Monthly	6	8	5 840
	Rarely	9	7	5 110
	Never	6	11	8 030
	Can not say	0	1	730

The frequency of reading: Free and free delivery newspapers	Daily	5	7	5 110
	5-6 days a week	4	7	5 110
	1-4 days a week	44	54	39 420
	Monthly	17	15	10 950
	Rarely	20	12	8 760
	Never	9	5	3 650
	Can not say	1	1	730

The frequency of watching: Free online TV services	Daily	15	19	13 870
	5-6 days a week	9	10	7 300
	1-4 days a week	30	27	19 710
	Monthly	23	22	16 060
	Rarely	15	12	8 760
	Never	7	10	7 300
	Can not say	1	1	730

The frequency of watching: Pay TV and streaming services	Daily	16	11	8 030
	5-6 days a week	10	4	2 920
	1-4 days a week	22	15	10 950
	Monthly	10	10	7 300
	Rarely	11	12	8 760
	Never	31	47	34 310
	Can not say	0	1	730

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	66	48 180
	5-6 days a week	9	7	5 110
	1-4 days a week	19	15	10 950
	Monthly	11	6	4 380
	Rarely	12	4	2 920
	Never	3	2	1 460
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	35	46	33 580
	5-6 days a week	12	11	8 030
	1-4 days a week	22	18	13 140
	Monthly	11	8	5 840
	Rarely	12	7	5 110
	Never	7	9	6 570
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	34	24 820
	5-6 days a week	7	7	5 110
	1-4 days a week	16	17	12 410
	Monthly	13	13	9 490
	Rarely	26	17	12 410
	Never	16	10	7 300
	Can not say	1	0	0

The frequency of listening: Programs of commercial radio channels	Daily	16	18	13 140
	5-6 days a week	10	10	7 300
	1-4 days a week	21	17	12 410
	Monthly	14	15	10 950
	Rarely	21	23	16 790
	Never	16	17	12 410
	Can not say	1	0	0

The frequency of listening: Podcasts	Daily	4	2	1 460
	5-6 days a week	3	2	1 460
	1-4 days a week	9	5	3 650
	Monthly	13	7	5 110
	Rarely	28	28	20 440
	Never	41	52	37 960
	Can not say	2	3	2 190

User frequency and following: Social media	Daily	57	49	35 770
	5-6 days a week	7	7	5 110
	1-4 days a week	8	6	4 380
	Monthly	3	5	3 650
	Rarely	6	6	4 380
	Never	19	27	19 710
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	6	4 380
	5-6 days a week	5	4	2 920
	1-4 days a week	11	6	4 380
	Monthly	8	10	7 300
	Rarely	22	20	14 600
	Never	40	53	38 690
	Can not say	1	1	730

User frequency: Instant messaging	Daily	68	51	37 230
	5-6 days a week	9	9	6 570
	1-4 days a week	10	16	11 680
	Monthly	3	5	3 650
	Rarely	3	5	3 650
	Never	8	13	9 490
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	72	52 560
	No	41	27	19 710
	Can not say	1	1	730

I tend to buy tabloids	Yes	8	20	14 600
	No	90	79	57 670
	Can not say	2	2	1 460

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	57	41 610
	No	52	41	29 930
	Can not say	2	1	730

I tend to buy single copy magazines	Yes	17	22	16 060
	No	81	76	55 480
	Can not say	2	2	1 460

PUUTTUU	PUUTTUU	13	19	13 870
	PUUTTUU	5	3	2 190
	PUUTTUU	7	6	4 380
	PUUTTUU	15	16	11 680
	PUUTTUU	8	8	5 840
	PUUTTUU	7	4	2 920
	PUUTTUU	10	9	6 570
	PUUTTUU	6	4	2 920
	PUUTTUU	9	11	8 030
	PUUTTUU	9	8	5 840
	PUUTTUU	4	4	2 920
	PUUTTUU	5	5	3 650
	PUUTTUU	13	16	11 680
	PUUTTUU	8	9	6 570
	PUUTTUU	13	12	8 760
	PUUTTUU	7	11	8 030
	PUUTTUU	8	7	5 110
	PUUTTUU	3	3	2 190
	PUUTTUU	56	51	37 230
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	55	40 150
	PUUTTUU	40	43	31 390
	PUUTTUU	2	1	730

PUUTTUU	PUUTTUU	87	88	64 240
	PUUTTUU	11	10	7 300
	PUUTTUU	1	1	730

PUUTTUU	PUUTTUU	73	73	53 290
	PUUTTUU	25	26	18 980
	PUUTTUU	2	2	1 460

PUUTTUU	PUUTTUU	81	79	57 670
	PUUTTUU	18	20	14 600
	PUUTTUU	2	1	730

PUUTTUU	PUUTTUU	57	63	45 990
	PUUTTUU	41	36	26 280
	PUUTTUU	1	2	1 460

PUUTTUU	PUUTTUU	30	31	22 630
	PUUTTUU	63	62	45 260
	PUUTTUU	7	7	5 110

PUUTTUU	PUUTTUU	84	87	63 510
	PUUTTUU	15	12	8 760
	PUUTTUU	1	1	730

PUUTTUU	PUUTTUU	41	44	32 120
	PUUTTUU	57	53	38 690
	PUUTTUU	2	3	2 190

PUUTTUU	PUUTTUU	86	90	65 700
	PUUTTUU	14	9	6 570
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	30	25	18 250
	PUUTTUU	65	68	49 640
	PUUTTUU	5	6	4 380

PUUTTUU	PUUTTUU	39	38	27 740
	PUUTTUU	60	61	44 530
	PUUTTUU	1	1	730

PUUTTUU	PUUTTUU	67	68	49 640
	PUUTTUU	30	30	21 900
	PUUTTUU	3	3	2 190

PUUTTUU	PUUTTUU	67	63	45 990
	PUUTTUU	31	34	24 820
	PUUTTUU	3	4	2 920

PUUTTUU	PUUTTUU	67	67	48 910
	PUUTTUU	30	31	22 630
	PUUTTUU	2	2	1 460

Hymy magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	Hymy Readers %	Hymy Amount of readers
Attitude towards advertising: Newspapers	Positive	77	78	56 940
	Can not say	4	3	2 190
	Negative	18	19	13 870

Attitude towards advertising: Magazines	Positive	77	75	54 750
	Can not say	5	4	2 920
	Negative	19	21	15 330

Attitude towards advertising: Free and local newspapers	Positive	82	84	61 320
	Can not say	5	4	2 920
	Negative	13	13	9 490

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	52	37 960
	Can not say	8	12	8 760
	Negative	37	36	26 280

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	40	29 200
	Can not say	12	14	10 220
	Negative	47	47	34 310

Attitude towards advertising: Blogs	Positive	30	25	18 250
	Can not say	27	32	23 360
	Negative	41	42	30 660

Attitude towards advertising: Newsletters to email	Positive	19	22	16 060
	Can not say	2	2	1 460
	Negative	79	76	55 480

Attitude towards advertising: Other websites	Positive	43	34	24 820
	Can not say	10	12	8 760
	Negative	46	53	38 690

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	59	43 070
	Can not say	3	3	2 190
	Negative	40	38	27 740

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	39	28 470
	Can not say	6	6	4 380
	Negative	53	55	40 150

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	75	54 750
	Can not say	4	3	2 190
	Negative	28	22	16 060

Attitude towards advertising: Out-of-home advertising	Positive	66	59	43 070
	Can not say	6	6	4 380
	Negative	29	35	25 550

Hymy magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	Hymy Readers %	Hymy Amount of readers
I relax and get inspired by magazines	Agree	77	82	59 860
	Disagree	15	13	9 490
	Can not say	7	6	4 380

I experience pampering moments with magazines	Agree	50	57	41 610
	Disagree	39	33	24 090
	Can not say	10	10	7 300

A professional magazine keeps me up to date on professional matters	Agree	70	69	50 370
	Disagree	17	14	10 220
	Can not say	12	16	11 680

The industry specialty magazine provides information on my hobbies and interests	Agree	81	80	58 400
	Disagree	10	10	7 300
	Can not say	9	9	6 570

Finnish magazines offer reliable comparisons and tests	Agree	68	78	56 940
	Disagree	18	11	8 030
	Can not say	14	10	7 300

Finnish magazines offer reliable product recommendations	Agree	64	64	46 720
	Disagree	21	23	16 790
	Can not say	15	13	9 490

Finnish magazines are of high quality	Agree	81	85	62 050
	Disagree	12	11	8 030
	Can not say	7	4	2 920

I follow important magazines on social media	Agree	32	34	24 820
	Disagree	60	55	40 150
	Can not say	8	11	8 030

I read important magazines from cover to cover	Agree	52	62	45 260
	Disagree	43	34	24 820
	Can not say	5	4	2 920

Ads are part of the content of the magazine	Agree	64	64	46 720
	Disagree	31	34	24 820
	Can not say	5	2	1 460

Ads in magazines make new things familiar	Agree	67	70	51 100
	Disagree	28	28	20 440
	Can not say	6	3	2 190

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	52	37 960
	Disagree	42	44	32 120
	Can not say	6	4	2 920

I have purchased products based on the ad in magazine	Agree	46	49	35 770
	Disagree	49	47	34 310
	Can not say	6	5	3 650

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	57	41 610
	Disagree	35	38	27 740
	Can not say	4	4	2 920

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	39	28 470
	Disagree	55	56	40 880
	Can not say	6	5	3 650

I rely on product recommendations from bloggers and tubers	Agree	21	15	10 950
	Disagree	66	71	51 830
	Can not say	14	15	10 950

Hymy magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	Hymy Readers %	Hymy Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	14	10 220
	Newspapers	14	20	14 600
	Magazine websites	7	9	6 570
	Newspaper websites	7	8	5 840
	Blogs	2	1	730
	Social media	12	10	7 300
	Other websites	42	36	26 280
	Television	10	12	8 760
	Radio	1	3	2 190
	Direct mail	10	12	8 760
	None of the above	40	39	28 470

Information sources, consumer electronics and information technology	Print magazines	15	17	12 410
	Newspapers	19	28	20 440
	Magazine websites	10	8	5 840
	Newspaper websites	9	7	5 110
	Blogs	5	2	1 460
	Social media	23	15	10 950
	Other websites	50	40	29 200
	Television	17	19	13 870
	Radio	3	2	1 460
	Direct mail	36	46	33 580
	None of the above	16	17	12 410

Information sources, beauty care and cosmetics	Print magazines	18	21	15 330
	Newspapers	8	13	9 490
	Magazine websites	9	6	4 380
	Newspaper websites	5	6	4 380
	Blogs	8	3	2 190
	Social media	25	12	8 760
	Other websites	16	10	7 300
	Television	12	14	10 220
	Radio	2	3	2 190
	Direct mail	16	18	13 140
	None of the above	47	49	35 770

Information sources, travel	Print magazines	17	16	11 680
	Newspapers	15	19	13 870
	Magazine websites	10	9	6 570
	Newspaper websites	9	10	7 300
	Blogs	10	5	3 650
	Social media	31	18	13 140
	Other websites	48	41	29 930
	Television	16	17	12 410
	Radio	3	4	2 920
	Direct mail	10	16	11 680
	None of the above	29	30	21 900

Information sources, style and fashion	Print magazines	24	27	19 710
	Newspapers	14	22	16 060
	Magazine websites	12	10	7 300
	Newspaper websites	7	8	5 840
	Blogs	9	4	2 920
	Social media	32	19	13 870
	Other websites	34	25	18 250
	Television	17	19	13 870
	Radio	1	2	1 460
	Direct mail	25	31	22 630
	None of the above	30	31	22 630

Information sources, building and renovating	Print magazines	20	23	16 790
	Newspapers	16	22	16 060
	Magazine websites	9	11	8 030
	Newspaper websites	7	7	5 110
	Blogs	6	3	2 190
	Social media	20	13	9 490
	Other websites	33	24	17 520
	Television	18	20	14 600
	Radio	2	2	1 460
	Direct mail	28	31	22 630
	None of the above	32	32	23 360

Information sources, food, cooking and baking	Print magazines	37	40	29 200
	Newspapers	28	37	27 010
	Magazine websites	20	13	9 490
	Newspaper websites	17	15	10 950
	Blogs	14	7	5 110
	Social media	38	21	15 330
	Other websites	34	23	16 790
	Television	28	30	21 900
	Radio	6	5	3 650
	Direct mail	26	29	21 170
	None of the above	13	16	11 680

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	8	5 840
	Newspapers	12	20	14 600
	Magazine websites	3	4	2 920
	Newspaper websites	5	7	5 110
	Blogs	1	1	730
	Social media	10	8	5 840
	Other websites	24	24	17 520
	Television	11	13	9 490
	Radio	2	1	730
	Direct mail	17	21	15 330
	None of the above	52	45	32 850

Information sources, decorating and furniture purchases	Print magazines	24	26	18 980
	Newspapers	16	23	16 790
	Magazine websites	11	9	6 570
	Newspaper websites	7	7	5 110
	Blogs	8	3	2 190
	Social media	26	15	10 950
	Other websites	31	25	18 250
	Television	18	19	13 870
	Radio	1	1	730
	Direct mail	30	34	24 820
	None of the above	27	25	18 250

Information sources, saving and investing	Print magazines	9	11	8 030
	Newspapers	10	15	10 950
	Magazine websites	6	5	3 650
	Newspaper websites	9	8	5 840
	Blogs	6	3	2 190
	Social media	16	10	7 300
	Other websites	30	22	16 060
	Television	6	9	6 570
	Radio	3	3	2 190
	Direct mail	3	7	5 110
	None of the above	49	52	37 960

Information sources, health and wellbeing products / services	Print magazines	14	18	13 140
	Newspapers	15	23	16 790
	Magazine websites	7	6	4 380
	Newspaper websites	6	9	6 570
	Blogs	5	3	2 190
	Social media	21	15	10 950
	Other websites	37	27	19 710
	Television	12	12	8 760
	Radio	2	2	1 460
	Direct mail	17	21	15 330
	None of the above	38	37	27 010

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	13	9 490
	Newspapers	19	27	19 710
	Magazine websites	7	8	5 840
	Newspaper websites	8	9	6 570
	Blogs	5	2	1 460
	Social media	22	14	10 220
	Other websites	41	27	19 710
	Television	13	15	10 950
	Radio	1	2	1 460
	Direct mail	31	31	22 630
	None of the above	29	32	23 360

Hymy magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	Hymy Readers %	Hymy Amount of readers
PUUTTUU	Cars, motor vehicles	26	34	24 820
	Well-being and health	53	55	40 150
	Charity work	14	6	4 380
	Self development	32	19	13 870
	PUUTTUU	15	22	16 060
	PUUTTUU	17	24	17 520
	PUUTTUU	16	15	10 950
	PUUTTUU	27	23	16 790
	PUUTTUU	55	46	33 580
	PUUTTUU	34	34	24 820
	PUUTTUU	32	24	17 520
	PUUTTUU	26	30	21 900
	PUUTTUU	53	49	35 770
	PUUTTUU	10	13	9 490
	PUUTTUU	22	17	12 410
	PUUTTUU	35	31	22 630
	PUUTTUU	30	33	24 090
	PUUTTUU	56	61	44 530
	PUUTTUU	16	12	8 760
	PUUTTUU	40	30	21 900
	PUUTTUU	33	34	24 820
	PUUTTUU	39	38	27 740
	PUUTTUU	40	44	32 120
	PUUTTUU	40	38	27 740
	PUUTTUU	23	20	14 600
	PUUTTUU	31	24	17 520
	PUUTTUU	36	38	27 740
	PUUTTUU	36	33	24 090
	PUUTTUU	46	41	29 930
	PUUTTUU	11	8	5 840
	PUUTTUU	23	18	13 140
	PUUTTUU	33	21	15 330
	PUUTTUU	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	27	19 710
	Repair and construction products	40	38	27 740
	Domestic appliances	39	42	30 660
	Electronics or IT products	50	39	28 470
	Cars	18	16	11 680
	Clothing and footwear	82	76	55 480
	Eyeglasses, contact lenses or sunglasses	35	36	26 280
	Sports clothing, footwear or equipment	60	42	30 660
	Saving or investing products or services	26	20	14 600
	Cosmetics and beauty products	45	34	24 820
	Mobile phones	31	24	17 520
	Travels	37	27	19 710
	Products and services for health and well-being	58	49	35 770
	None of the above	2	3	2 190

Intentions to purchase within 12 months	Furniture and furnishings	29	17	12 410
	Repair and construction products	36	32	23 360
	Domestic appliances	20	20	14 600
	Electronics or IT products	28	24	17 520
	Cars	14	10	7 300
	Clothing and footwear	65	54	39 420
	Eyeglasses, contact lenses or sunglasses	27	29	21 170
	Sports clothing, footwear or equipment	43	29	21 170
	Saving or investing products or services	22	16	11 680
	Cosmetics and beauty products	36	25	18 250
	Mobile phones	16	16	11 680
	Travels	41	32	23 360
	Products and services for health and well-being	46	41	29 930
	None of the above	7	8	5 840

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	1 460
	Buying an apartment	11	6	4 380
	Home renovation	29	26	18 980
	Buying a car	25	17	12 410
	Buying a boat	3	2	1 460
	None of these	50	61	44 530

Will consider switching over the next 12 months	Bank	7	6	4 380
	Insurance company	10	7	5 110
	electric company	18	17	12 410
	Internet Connection	8	8	5 840
	Phone-subscription	12	12	8 760
	None of the above	47	51	37 230
	Can not say	19	20	14 600

Use of extra money	Magazines, books, movies	17	13	9 490
	Eating, drinking, partying in a restaurant	32	19	13 870
	Exercises and sports equipment	26	18	13 140
	Cultural events (eg. concerts, theater, festivals)	33	29	21 170
	Renovation, interior design	25	25	18 250
	Health services and personal well-being	21	26	18 980
	Travel	40	36	26 280
	Consumer electronics and IT equipment, mobile phones	16	11	8 030
	Clothes, shoes and bags	23	15	10 950
	Home services (cleaning and other housekeeping services)	6	6	4 380
	Car, boat, motorcycle	13	15	10 950
	Cosmetics and beauty care	10	5	3 650
	Saving, investing	46	42	30 660
	Other	8	8	5 840
	There is no extra money left after mandatory expenses	8	7	5 110
	Can not say	3	3	2 190
Planning on buying/doing in the next 12 months

Hymy magazine's reader profile / Source NRS 2023

Hymy

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Readers: 73 000 / KMT 2023 Download magazine graphs (PDF)

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