Finnish Magazine Rate Cards

Ihana

In Ihana magazine, you will reach both crafting enthusiasts and instructors, in clubs, schools and organisations.

Ihana magazine is a rich package of ideas that offers timely instructions and inspiration for all kinds of DIY: crafting, refurbishing and home decoration handicrafts. The carefully outlined instructions are easy to follow, and the joy of creating is guaranteed.

The themes of Finland’s most loved crafting magazine include sewing, woodwork, printing, paper crafts and crafting from recycled materials. A separate section for crafting with children is always included.

Target group: Through the Ihana brand, you will reach passionate craftspeople, who fulfil themselves through crafting, refurbishing and DIY. No technique or material is strange to them. We offer an inspiring and imaginative multichannel environment, as the community is also active on the Meilläkotona.fi website and the Ihana social media channels.

You're looking at rate card information for the year 2023. Switch to year 2024.

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Contact info

Publisher	A-lehdet Oy
Visiting address	Risto Rytin tie 33 Helsinki
Phone	09 759 61
Päätoimittaja	Tytti Kontula
Tuottaja	Hanna Sandström

Circulation or copies

Issues per year	6

Readership

Readership	50 000
Total reach	0
How many times read	2.9
Minutes of reading	49 min
Sources	KMT 2023

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	04.01.2023		12.12.2022		Thema: Colourful winter fun. We add warmth and happiness to the midwinter by sewing, knitting, crafting, moulding and, of course, using paper. We find inspiration in Valentines Day cards, shibori dyeing and building a cardboard jet pack.
2	01.03.2023		07.02.2023		Thema: We fall in love with spring flowers in all their shapes and colours, create a tufted monstera and prepare for Easter in various ways, suitable for both adults and kids. The Easter Bunny upcycles an elves door for use in the spring!
3	19.04.2023		24.03.2023		Thema: Ihana prepares for Mothers Day and the summer holidays with plenty of cheerful ideas to surprise your loved ones with. We try out crafting with concrete and crochet a charming chandelier. A summer handbag swings on our way to a party!
4	14.06.2023		23.05.2023		Thema: Our summer special is wild and free, filled with instructions suitable for the summer cabin and outdoors. We tuft a pair of sandals, use plenty of natural materials and make Midsummer decorations. A castle made from cans and cardboard would befit a king, but fishing in the paper aquarium is not allowed.
5	16.08.2023		25.07.2023		Thema: As schools start, we repair and add name tags to clothing, do up a dresser and become inspired by autumn leaves and wild mushrooms. We make a new hobbyhorse and equipment for cowboy games.
6	18.10.2023		26.09.2023		Thema: At Christmas, everything goes. We offer the best DIY gift ideas, new ideas for cards and instructions on how to build a bed for a doll. Mosaic painting and LED lights make an ordinary glass bottle look magical, and charming paper decorations keep us up all night with our scissors.

Advertisement rates

2/1

Position: First spread

Size including margin: 434 x 280 mm

4-colour price 6300 €

1/1

Position: 2. Cover

Size including margin: 217 x 280 mm

4-colour price 3150 €

1/1

Position: 3. Cover

Size including margin: 217 x 280 mm

4-colour price 3150 €

1/1 tk

Position: Back cover

Size including margin: 217 x 250 mm

4-colour price 3780 €

1/1

Position: Not specified

Size including margin: 217 x 280 mm

4-colour price 2772 €

1/2

Position: Not specified

Size including margin: 106 x 280 mm

4-colour price 1784 €

1/2

Position: Not specified

Size including margin: 217 x 137 mm

4-colour price 1784 €

1/4

Position: Not specified

Size including margin: 217 x 70 mm

4-colour price 1008 €

1/4

Position: Not specified

Size including margin: 54 x 280 mm

4-colour price 1008 €

1/4

Position: Not specified

Size including margin: 88 x 120 mm

4-colour price 1008 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	217 x 280 mm
Bleed mm	5 mm
Number of colums	4
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	Printall AS , Tallinna

Technical info / material

Ad material delivery
Technical data

Readers: 50 000 / KMT 2023 Download magazine graphs (PDF)

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

Reader profile		All 15+ %	Ihana Readers %	Ihana Amount of readers
Readership (KMT 2023)	50 000
Total reach	0
Sex	Women	51	90	45 000
Sex	Men	49	10	5 000

Native language	Finnish	95	95	47 500
Native language	Swedish	5	5	2 500

Age	15-24 y	13	6	3 000
	25-34 y	14	15	7 500
	35-44 y	14	13	6 500
	45-54 y	14	16	8 000
	55-64 y	16	24	12 000
	65+ y	29	27	13 500

Gender + age	Female 15-29 years	10	10	5 000
	Female 30-49 years	14	25	12 500
	Female 50+ years	28	56	28 000
	Male 15-29 years	10	4	2 000
	Male 30-49 years	14	2	1 000
	Male 50+ years	24	3	1 500

Household position	Lives at home with parents	7	3	1 500
	Lives alone	28	26	13 000
	Lives with spouse	37	38	19 000
	Lives with spouse and children	24	27	13 500
	Single parent	2	3	1 500
	Other	3	3	1 500

Grandchildren under 18 years of age	Yes	21	23	11 500
	No	38	43	21 500
	No answer (under 45 year olds)	41	34	17 000

Profession	Top Management	4	3	1 500
	white-collar worker, higher-level	16	13	6 500
	White-collar worker	12	16	8 000
	Worker	10	6	3 000
	Farmer	1	1	500
	Other entrepreneur	3	4	2 000
	Pensioner	31	35	17 500
	Student, pupil	11	7	3 500
	Homewife, home dad	0	1	500
	Unemployed	2	4	2 000
	Other	6	4	2 000
	No answer	3	4	2 000

Education	Elementary school	5	4	2 000
	Secondary school	7	6	3 000
	Vocational	28	31	15 500
	High school	14	19	9 500
	University of Applied Sciences	19	21	10 500
	University	27	18	9 000
	Something else	2	1	500

Size of the household	1 pers	28	24	12 000
	2 pers	38	40	20 000
	3 pers	14	15	7 500
	4 pers	12	12	6 000
	5+ pers	7	9	4 500

Household income (gross)	Below 20 000 € /y	11	15	7 500
	20 000 - 35 000 € /y	19	18	9 000
	35 001 - 50 000 € /y	20	18	9 000
	50 001 - 85 000 € /y	22	21	10 500
	85 001 - 100 000 € /y	7	5	2 500
	Over 100 000 € /y	9	4	2 000
	Don't want to tell	5	13	6 500
	Can't say / No answer	7	5	2 500

Decision-maker in grocery purchases	Yes	93	97	48 500
	Don't know	7	3	1 500
	Can not say	1	0	0

Housing	Apartment	32	27	13 500
	Row house or semi-detached house	15	10	5 000
	Detached house	47	53	26 500
	Farm	4	9	4 500
	Something else	1	0	0
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	75	37 500
	Rented residence	20	20	10 000
	Right of residence apartment	2	4	2 000
	Something else	1	1	500
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	40	45	22 500
	No	59	54	27 000
	Can not say	1	1	500

Using AdBlocker or similar application	Yes	19	16	8 000
	No	76	81	40 500
	Can not say	5	3	1 500

Number of cars in household	One car	45	42	21 000
	Two cars	32	36	18 000
	Three or more cars	10	12	6 000
	No car	14	10	5 000

PUUTTUU	PUUTTUU	22	19	9 500
	PUUTTUU	67	65	32 500
	PUUTTUU	4	2	1 000
	PUUTTUU	8	6	3 000
	PUUTTUU	2	2	1 000
	PUUTTUU	8	8	4 000
	PUUTTUU	5	9	4 500

Advertising ban at the door / mailbox	Yes	24	18	9 000
	No	76	82	41 000
	Can not say	1	1	500

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	48	24 000
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	500
	Retired	31	35	17 500
	Unemployed / laid off	2	4	2 000
	Schoolboy or student	11	7	3 500
	Housewife or father	0	1	500
	In the military or performing civilian service	0	0	0
	Other	1	3	1 500
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	25	12 500
	No	25	22	11 000
	Can't say / No answer	50	53	26 500

Health services used in the household	Public health services	85	88	44 000
	Employer - funded health care services	49	44	22 000
	Private, self-funded healthcare services	39	41	20 500
	Private health insurance services	22	18	9 000
	No health care	1	0	0
	Can not say	1	1	500

Type of municipality (7 class)	Greater Helsinki	19	10	5 000
	Turku or Tampere	8	11	5 500
	Oulu	4	4	2 000
	70 000 - 150 000 inhabitants town	13	14	7 000
	Urban municipality	27	26	13 000
	Conurbation	16	17	8 500
	Countryside	13	18	9 000

Pets in household	Cat	17	25	12 500
	Dog	26	30	15 000
	Some other pet	5	7	3 500
	No pets	59	50	25 000

Family with kids	Yes	32	34	17 000
Family with kids	No	68	66	33 000

Use of glasses or contact lenses	Yes	67	73	36 500
Use of glasses or contact lenses	No	33	27	13 500
How often different content is read
The frequency of reading: Print magazines	Daily	15	20	10 000
	5-6 days a week	4	3	1 500
	1-4 days a week	26	32	16 000
	Monthly	24	25	12 500
	Rarely	23	15	7 500
	Never	7	5	2 500
	Can not say	1	1	500

The frequency of reading: Magazine content in digital format	Daily	21	16	8 000
	5-6 days a week	5	5	2 500
	1-4 days a week	19	19	9 500
	Monthly	15	22	11 000
	Rarely	24	24	12 000
	Never	14	14	7 000
	Can not say	1	0	0

The frequency of reading: Print newspapers or afternoon papers	Daily	30	28	14 000
	5-6 days a week	4	5	2 500
	1-4 days a week	23	32	16 000
	Monthly	13	18	9 000
	Rarely	21	14	7 000
	Never	7	3	1 500
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	49	24 500
	5-6 days a week	9	11	5 500
	1-4 days a week	16	19	9 500
	Monthly	6	5	2 500
	Rarely	9	8	4 000
	Never	6	7	3 500
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	5	5	2 500
	5-6 days a week	4	4	2 000
	1-4 days a week	44	51	25 500
	Monthly	17	22	11 000
	Rarely	20	13	6 500
	Never	9	5	2 500
	Can not say	1	0	0

The frequency of watching: Free online TV services	Daily	15	20	10 000
	5-6 days a week	9	10	5 000
	1-4 days a week	30	26	13 000
	Monthly	23	21	10 500
	Rarely	15	15	7 500
	Never	7	6	3 000
	Can not say	1	1	500

The frequency of watching: Pay TV and streaming services	Daily	16	16	8 000
	5-6 days a week	10	9	4 500
	1-4 days a week	22	21	10 500
	Monthly	10	10	5 000
	Rarely	11	11	5 500
	Never	31	33	16 500
	Can not say	0	0	0

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	46	23 000
	5-6 days a week	9	15	7 500
	1-4 days a week	19	18	9 000
	Monthly	11	10	5 000
	Rarely	12	8	4 000
	Never	3	3	1 500
	Can not say	0	1	500

The frequency of watching: Programs of commercial TV channels	Daily	35	41	20 500
	5-6 days a week	12	12	6 000
	1-4 days a week	22	20	10 000
	Monthly	11	9	4 500
	Rarely	12	10	5 000
	Never	7	6	3 000
	Can not say	0	1	500

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	25	12 500
	5-6 days a week	7	5	2 500
	1-4 days a week	16	19	9 500
	Monthly	13	10	5 000
	Rarely	26	23	11 500
	Never	16	17	8 500
	Can not say	1	1	500

The frequency of listening: Programs of commercial radio channels	Daily	16	19	9 500
	5-6 days a week	10	9	4 500
	1-4 days a week	21	21	10 500
	Monthly	14	13	6 500
	Rarely	21	22	11 000
	Never	16	15	7 500
	Can not say	1	1	500

The frequency of listening: Podcasts	Daily	4	2	1 000
	5-6 days a week	3	5	2 500
	1-4 days a week	9	7	3 500
	Monthly	13	14	7 000
	Rarely	28	31	15 500
	Never	41	38	19 000
	Can not say	2	3	1 500

User frequency and following: Social media	Daily	57	60	30 000
	5-6 days a week	7	9	4 500
	1-4 days a week	8	7	3 500
	Monthly	3	2	1 000
	Rarely	6	5	2 500
	Never	19	17	8 500
	Can not say	0	1	500

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	7	3 500
	5-6 days a week	5	4	2 000
	1-4 days a week	11	8	4 000
	Monthly	8	7	3 500
	Rarely	22	31	15 500
	Never	40	41	20 500
	Can not say	1	1	500

User frequency: Instant messaging	Daily	68	70	35 000
	5-6 days a week	9	9	4 500
	1-4 days a week	10	9	4 500
	Monthly	3	3	1 500
	Rarely	3	2	1 000
	Never	8	7	3 500
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	57	28 500
	No	41	43	21 500
	Can not say	1	1	500

I tend to buy tabloids	Yes	8	9	4 500
	No	90	89	44 500
	Can not say	2	2	1 000

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	48	24 000
	No	52	51	25 500
	Can not say	2	0	0

I tend to buy single copy magazines	Yes	17	23	11 500
	No	81	73	36 500
	Can not say	2	3	1 500

PUUTTUU	PUUTTUU	13	17	8 500
	PUUTTUU	5	7	3 500
	PUUTTUU	7	5	2 500
	PUUTTUU	15	11	5 500
	PUUTTUU	8	4	2 000
	PUUTTUU	7	4	2 000
	PUUTTUU	10	7	3 500
	PUUTTUU	6	7	3 500
	PUUTTUU	9	9	4 500
	PUUTTUU	9	7	3 500
	PUUTTUU	4	6	3 000
	PUUTTUU	5	7	3 500
	PUUTTUU	13	14	7 000
	PUUTTUU	8	12	6 000
	PUUTTUU	13	10	5 000
	PUUTTUU	7	14	7 000
	PUUTTUU	8	5	2 500
	PUUTTUU	3	3	1 500
	PUUTTUU	56	56	28 000
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	60	30 000
	PUUTTUU	40	37	18 500
	PUUTTUU	2	4	2 000

PUUTTUU	PUUTTUU	87	89	44 500
	PUUTTUU	11	10	5 000
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	73	81	40 500
	PUUTTUU	25	17	8 500
	PUUTTUU	2	3	1 500

PUUTTUU	PUUTTUU	81	80	40 000
	PUUTTUU	18	19	9 500
	PUUTTUU	2	2	1 000

PUUTTUU	PUUTTUU	57	58	29 000
	PUUTTUU	41	40	20 000
	PUUTTUU	1	3	1 500

PUUTTUU	PUUTTUU	30	36	18 000
	PUUTTUU	63	58	29 000
	PUUTTUU	7	7	3 500

PUUTTUU	PUUTTUU	84	90	45 000
	PUUTTUU	15	9	4 500
	PUUTTUU	1	1	500

PUUTTUU	PUUTTUU	41	41	20 500
	PUUTTUU	57	57	28 500
	PUUTTUU	2	2	1 000

PUUTTUU	PUUTTUU	86	90	45 000
	PUUTTUU	14	9	4 500
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	30	31	15 500
	PUUTTUU	65	64	32 000
	PUUTTUU	5	6	3 000

PUUTTUU	PUUTTUU	39	35	17 500
	PUUTTUU	60	62	31 000
	PUUTTUU	1	2	1 000

PUUTTUU	PUUTTUU	67	75	37 500
	PUUTTUU	30	21	10 500
	PUUTTUU	3	4	2 000

PUUTTUU	PUUTTUU	67	73	36 500
	PUUTTUU	31	23	11 500
	PUUTTUU	3	3	1 500

PUUTTUU	PUUTTUU	67	69	34 500
	PUUTTUU	30	30	15 000
	PUUTTUU	2	2	1 000

Ihana magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	Ihana Readers %	Ihana Amount of readers
Attitude towards advertising: Newspapers	Positive	77	79	39 500
	Can not say	4	3	1 500
	Negative	18	19	9 500

Attitude towards advertising: Magazines	Positive	77	75	37 500
	Can not say	5	5	2 500
	Negative	19	21	10 500

Attitude towards advertising: Free and local newspapers	Positive	82	85	42 500
	Can not say	5	4	2 000
	Negative	13	12	6 000

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	56	28 000
	Can not say	8	8	4 000
	Negative	37	36	18 000

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	40	20 000
	Can not say	12	13	6 500
	Negative	47	47	23 500

Attitude towards advertising: Blogs	Positive	30	33	16 500
	Can not say	27	26	13 000
	Negative	41	40	20 000

Attitude towards advertising: Newsletters to email	Positive	19	23	11 500
	Can not say	2	4	2 000
	Negative	79	73	36 500

Attitude towards advertising: Other websites	Positive	43	47	23 500
	Can not say	10	11	5 500
	Negative	46	42	21 000

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	56	28 000
	Can not say	3	3	1 500
	Negative	40	41	20 500

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	43	21 500
	Can not say	6	5	2 500
	Negative	53	52	26 000

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	74	37 000
	Can not say	4	3	1 500
	Negative	28	23	11 500

Attitude towards advertising: Out-of-home advertising	Positive	66	64	32 000
	Can not say	6	6	3 000
	Negative	29	31	15 500

Ihana magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	Ihana Readers %	Ihana Amount of readers
I relax and get inspired by magazines	Agree	77	80	40 000
	Disagree	15	15	7 500
	Can not say	7	5	2 500

I experience pampering moments with magazines	Agree	50	67	33 500
	Disagree	39	27	13 500
	Can not say	10	6	3 000

A professional magazine keeps me up to date on professional matters	Agree	70	72	36 000
	Disagree	17	15	7 500
	Can not say	12	13	6 500

The industry specialty magazine provides information on my hobbies and interests	Agree	81	84	42 000
	Disagree	10	9	4 500
	Can not say	9	8	4 000

Finnish magazines offer reliable comparisons and tests	Agree	68	66	33 000
	Disagree	18	23	11 500
	Can not say	14	12	6 000

Finnish magazines offer reliable product recommendations	Agree	64	65	32 500
	Disagree	21	22	11 000
	Can not say	15	13	6 500

Finnish magazines are of high quality	Agree	81	83	41 500
	Disagree	12	12	6 000
	Can not say	7	5	2 500

I follow important magazines on social media	Agree	32	38	19 000
	Disagree	60	55	27 500
	Can not say	8	7	3 500

I read important magazines from cover to cover	Agree	52	59	29 500
	Disagree	43	38	19 000
	Can not say	5	2	1 000

Ads are part of the content of the magazine	Agree	64	60	30 000
	Disagree	31	38	19 000
	Can not say	5	3	1 500

Ads in magazines make new things familiar	Agree	67	72	36 000
	Disagree	28	25	12 500
	Can not say	6	3	1 500

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	55	27 500
	Disagree	42	41	20 500
	Can not say	6	4	2 000

I have purchased products based on the ad in magazine	Agree	46	53	26 500
	Disagree	49	46	23 000
	Can not say	6	2	1 000

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	70	35 000
	Disagree	35	29	14 500
	Can not say	4	1	500

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	53	26 500
	Disagree	55	42	21 000
	Can not say	6	4	2 000

I rely on product recommendations from bloggers and tubers	Agree	21	20	10 000
	Disagree	66	64	32 000
	Can not say	14	16	8 000

Ihana magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	Ihana Readers %	Ihana Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	7	3 500
	Newspapers	14	16	8 000
	Magazine websites	7	5	2 500
	Newspaper websites	7	5	2 500
	Blogs	2	2	1 000
	Social media	12	10	5 000
	Other websites	42	36	18 000
	Television	10	11	5 500
	Radio	1	0	0
	Direct mail	10	13	6 500
	None of the above	40	43	21 500

Information sources, consumer electronics and information technology	Print magazines	15	15	7 500
	Newspapers	19	20	10 000
	Magazine websites	10	11	5 500
	Newspaper websites	9	11	5 500
	Blogs	5	3	1 500
	Social media	23	22	11 000
	Other websites	50	45	22 500
	Television	17	20	10 000
	Radio	3	2	1 000
	Direct mail	36	52	26 000
	None of the above	16	16	8 000

Information sources, beauty care and cosmetics	Print magazines	18	28	14 000
	Newspapers	8	11	5 500
	Magazine websites	9	17	8 500
	Newspaper websites	5	6	3 000
	Blogs	8	10	5 000
	Social media	25	32	16 000
	Other websites	16	22	11 000
	Television	12	17	8 500
	Radio	2	1	500
	Direct mail	16	27	13 500
	None of the above	47	28	14 000

Information sources, travel	Print magazines	17	19	9 500
	Newspapers	15	12	6 000
	Magazine websites	10	15	7 500
	Newspaper websites	9	9	4 500
	Blogs	10	11	5 500
	Social media	31	31	15 500
	Other websites	48	46	23 000
	Television	16	19	9 500
	Radio	3	4	2 000
	Direct mail	10	11	5 500
	None of the above	29	33	16 500

Information sources, style and fashion	Print magazines	24	29	14 500
	Newspapers	14	16	8 000
	Magazine websites	12	17	8 500
	Newspaper websites	7	9	4 500
	Blogs	9	11	5 500
	Social media	32	37	18 500
	Other websites	34	40	20 000
	Television	17	24	12 000
	Radio	1	3	1 500
	Direct mail	25	36	18 000
	None of the above	30	18	9 000

Information sources, building and renovating	Print magazines	20	24	12 000
	Newspapers	16	17	8 500
	Magazine websites	9	12	6 000
	Newspaper websites	7	7	3 500
	Blogs	6	7	3 500
	Social media	20	23	11 500
	Other websites	33	34	17 000
	Television	18	21	10 500
	Radio	2	1	500
	Direct mail	28	39	19 500
	None of the above	32	27	13 500

Information sources, food, cooking and baking	Print magazines	37	51	25 500
	Newspapers	28	32	16 000
	Magazine websites	20	28	14 000
	Newspaper websites	17	19	9 500
	Blogs	14	17	8 500
	Social media	38	43	21 500
	Other websites	34	35	17 500
	Television	28	32	16 000
	Radio	6	4	2 000
	Direct mail	26	35	17 500
	None of the above	13	8	4 000

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	8	4 000
	Newspapers	12	16	8 000
	Magazine websites	3	6	3 000
	Newspaper websites	5	6	3 000
	Blogs	1	1	500
	Social media	10	14	7 000
	Other websites	24	28	14 000
	Television	11	16	8 000
	Radio	2	2	1 000
	Direct mail	17	26	13 000
	None of the above	52	41	20 500

Information sources, decorating and furniture purchases	Print magazines	24	32	16 000
	Newspapers	16	17	8 500
	Magazine websites	11	16	8 000
	Newspaper websites	7	7	3 500
	Blogs	8	10	5 000
	Social media	26	29	14 500
	Other websites	31	37	18 500
	Television	18	22	11 000
	Radio	1	1	500
	Direct mail	30	44	22 000
	None of the above	27	16	8 000

Information sources, saving and investing	Print magazines	9	6	3 000
	Newspapers	10	9	4 500
	Magazine websites	6	6	3 000
	Newspaper websites	9	8	4 000
	Blogs	6	6	3 000
	Social media	16	17	8 500
	Other websites	30	25	12 500
	Television	6	9	4 500
	Radio	3	3	1 500
	Direct mail	3	6	3 000
	None of the above	49	55	27 500

Information sources, health and wellbeing products / services	Print magazines	14	17	8 500
	Newspapers	15	17	8 500
	Magazine websites	7	11	5 500
	Newspaper websites	6	8	4 000
	Blogs	5	8	4 000
	Social media	21	27	13 500
	Other websites	37	42	21 000
	Television	12	14	7 000
	Radio	2	3	1 500
	Direct mail	17	25	12 500
	None of the above	38	29	14 500

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	13	6 500
	Newspapers	19	22	11 000
	Magazine websites	7	9	4 500
	Newspaper websites	8	8	4 000
	Blogs	5	5	2 500
	Social media	22	26	13 000
	Other websites	41	41	20 500
	Television	13	16	8 000
	Radio	1	2	1 000
	Direct mail	31	38	19 000
	None of the above	29	27	13 500

Ihana magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	Ihana Readers %	Ihana Amount of readers
PUUTTUU	Cars, motor vehicles	26	11	5 500
	Well-being and health	53	57	28 500
	Charity work	14	19	9 500
	Self development	32	42	21 000
	PUUTTUU	15	13	6 500
	PUUTTUU	17	8	4 000
	PUUTTUU	16	23	11 500
	PUUTTUU	27	33	16 500
	PUUTTUU	55	51	25 500
	PUUTTUU	34	36	18 000
	PUUTTUU	32	37	18 500
	PUUTTUU	26	57	28 500
	PUUTTUU	53	53	26 500
	PUUTTUU	10	5	2 500
	PUUTTUU	22	30	15 000
	PUUTTUU	35	34	17 000
	PUUTTUU	30	27	13 500
	PUUTTUU	56	58	29 000
	PUUTTUU	16	11	5 500
	PUUTTUU	40	29	14 500
	PUUTTUU	33	47	23 500
	PUUTTUU	39	35	17 500
	PUUTTUU	40	42	21 000
	PUUTTUU	40	51	25 500
	PUUTTUU	23	9	4 500
	PUUTTUU	31	48	24 000
	PUUTTUU	36	22	11 000
	PUUTTUU	36	30	15 000
	PUUTTUU	46	36	18 000
	PUUTTUU	11	8	4 000
	PUUTTUU	23	11	5 500
	PUUTTUU	33	34	17 000
	PUUTTUU	0	1	500
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	47	23 500
	Repair and construction products	40	37	18 500
	Domestic appliances	39	47	23 500
	Electronics or IT products	50	42	21 000
	Cars	18	14	7 000
	Clothing and footwear	82	87	43 500
	Eyeglasses, contact lenses or sunglasses	35	39	19 500
	Sports clothing, footwear or equipment	60	60	30 000
	Saving or investing products or services	26	22	11 000
	Cosmetics and beauty products	45	63	31 500
	Mobile phones	31	26	13 000
	Travels	37	35	17 500
	Products and services for health and well-being	58	64	32 000
	None of the above	2	0	0

Intentions to purchase within 12 months	Furniture and furnishings	29	31	15 500
	Repair and construction products	36	36	18 000
	Domestic appliances	20	16	8 000
	Electronics or IT products	28	18	9 000
	Cars	14	9	4 500
	Clothing and footwear	65	70	35 000
	Eyeglasses, contact lenses or sunglasses	27	30	15 000
	Sports clothing, footwear or equipment	43	45	22 500
	Saving or investing products or services	22	17	8 500
	Cosmetics and beauty products	36	51	25 500
	Mobile phones	16	13	6 500
	Travels	41	41	20 500
	Products and services for health and well-being	46	56	28 000
	None of the above	7	4	2 000

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	1 000
	Buying an apartment	11	10	5 000
	Home renovation	29	33	16 500
	Buying a car	25	22	11 000
	Buying a boat	3	3	1 500
	None of these	50	50	25 000

Will consider switching over the next 12 months	Bank	7	5	2 500
	Insurance company	10	7	3 500
	electric company	18	11	5 500
	Internet Connection	8	9	4 500
	Phone-subscription	12	14	7 000
	None of the above	47	49	24 500
	Can not say	19	23	11 500

Use of extra money	Magazines, books, movies	17	20	10 000
	Eating, drinking, partying in a restaurant	32	27	13 500
	Exercises and sports equipment	26	22	11 000
	Cultural events (eg. concerts, theater, festivals)	33	38	19 000
	Renovation, interior design	25	28	14 000
	Health services and personal well-being	21	26	13 000
	Travel	40	43	21 500
	Consumer electronics and IT equipment, mobile phones	16	12	6 000
	Clothes, shoes and bags	23	28	14 000
	Home services (cleaning and other housekeeping services)	6	6	3 000
	Car, boat, motorcycle	13	8	4 000
	Cosmetics and beauty care	10	13	6 500
	Saving, investing	46	42	21 000
	Other	8	10	5 000
	There is no extra money left after mandatory expenses	8	9	4 500
	Can not say	3	4	2 000
Planning on buying/doing in the next 12 months

Ihana magazine's reader profile / Source NRS 2023

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Readers: 50 000 / KMT 2023 Download magazine graphs (PDF)

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