Kotiliesi
Kotiliesi offers ideas and inspiration for women, from grandmothers to granddaughters. Food, health, housing, gardening, and handicrafts are the specialties of Finland’s oldest magazine brand. Kotiliesi.fi is one of the largest magazine websites in Finland. It reaches Finnish women of all ages, 21.5 per cent of whom are aged 20-34. Kotiliesi is the number one independent media about food online. The print issue of Kotiliesi alternates between wonderful lifestyle topics: housing, cottages, gardens, and homemaking. There is always a big package about health, issues of interest for the target group, nostalgia, peer stories, and cultural tips.
Issues per year
25 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 2.12.2024 | 5.12.2024 | Expert Tips For a Healthier Lifestyle: Lower your cholesterol and sugar levels. Food theme: Steaming. Skincare for sensitive skin. Bring joy with houseplants. |
| 2 | 15.1.2025 | 16.12.2024 | 19.12.2024 | Gourmet Game Dishes. Craft focus: Colorful mittens. Solutions for dry eyes. |
| 3 | 29.1.2025 | 3.1.2025 | 9.1.2025 | Storage Solutions From the Experts. Baking feature: Sourdough. Health focus: Restore and maintain mucous membranes. |
| 4 | 12.2.2025 | 18.1.2025 | 23.1.2025 | Memory Special: New hope for dementia patients and their families. Grow your own kitchen garden. Indulge in a sushi buffet. |
| 5 | 26.2.2025 | 3.2.2025 | 6.2.2025 | Time To Bake Buns. Craft theme: Stylish spring beanies. How to soothe an irritable stomach. |
| 6 | 12.3.2025 | 17.2.2025 | 20.2.2025 | Blooming spring garden dreams: The best salad recipes & plant varieties. Allergy relief. |
| 7 | 26.3.2025 | 3.3.2025 | 6.3.2025 | Let's Bake Maringue. Tips for dust-free home care. Health focus: Joint care and wellbeing. |
| 8 | 9.4.2025 | 17.3.2025 | 20.3.2025 | Easter's Finest Recipes and Treats. Let's knit colorful wool socks. Prevent hair loss with the best hair care products. |
| 9 | 23.4.2025 | 26.3.2025 | 31.3.2025 | Family Heritage Special: Get started with genealogy. Creative inspiration from the garden: Branches in stunning floral arrangements. |
| 10 | 7.5.2025 | 9.4.2025 | 14.4.2025 | Savoury Pies For Spring Celebrations. Master the art of organizing your entryway. Body care. |
| 11 | 21.5.2025 | 25.4.2025 | 30.4.2025 | Ultimate Cake School: Discover the most delightful recipes. The top graduation gift ideas. |
| 12 | 4.6.2025 | 9.5.2025 | 14.5.2025 | Midsummer's Best BBQ Meats & Delicious Sauces. Exploring Northern nature. Foot care tips. |
| 13 | 18.6.2025 | 23.5.2025 | 28.5.2025 | Lovely Summer Cottage Life: Cottage care and maintenance. Pancake feasts and other summer treats. |
| 14 | 2.7.2025 | 6.6.2025 | 11.6.2025 | It’’s Time For Blueberry Treats! Care and storage tips for your wardrobe. Sauna wellness tips for mind and body. |
| 15 | 16.7.2025 | 23.6.2025 | 26.6.2025 | Power From Community: The secrets to thriving neighborliness. Classic fish dishes with a modern twist. Grow your own herbs on the balcony. |
| 16 | 30.7.2025 | 7.7.2025 | 10.7.2025 | Time for a lifestyle transformation? Get started with our expert advice. Preserve the bounty of your garden harvest. |
| 17 | 13.8.2025 | 21.7.2025 | 24.7.2025 | Nature Theme: Experiences from nature. Seasonal highlights from the mushroom harvest. Prevent household pests. |
| 18 | 27.8.2025 | 4.8.2025 | 7.8.2025 | The big interior design issue: Inspiring homes and newest trends. The best Airfryer recipes. |
| 19 | 10.9.2025 | 18.8.2025 | 21.8.2025 | Financial savvy: Smart saving and money-stretching special. Ready in fifteen minutes: Delicious pasta dishes. Dried flowers in decor. |
| 20 | 24.9.2025 | 1.9.2025 | 4.9.2025 | Improve Your Sleep Cycle. Create a more functional kitchen space. Retro recipes from grandma’’s kitchen. How to choose the perfect glasses and frames. |
| 21 | 15.10.2025 | 22.9.2025 | 25.9.2025 | Christmas in Toukola – Special edition: Bake, cook, and craft a perfect Christmas. |
| 22 | 29.10.2025 | 6.10.2025 | 9.10.2025 | Women’’s health – Special edition: Boost your energy for daily life. Intimate care and health. Fun Halloween treats. Beautiful fall wreaths. |
| 23 | 12.11.2025 | 20.10.2025 | 23.10.2025 | Lovely Italy. A culinary journey through classic dishes. Health Theme: Good and bad stress. |
| 24 | 26.11.2025 | 3.11.2025 | 6.11.2025 | The most irresistible Christmas pastries. Cleaning your stove and trays. Health Theme: Blood pressure. |
| 25 | 10.12.2025 | 17.11.2025 | 20.11.2025 | The ultimate Christmas feast & drink guide. Quick and easy knitting for the holiday season. Effective skincare ingredients review. |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 11 480 € |
| 2/1 landscape | 1. Spread | 460 x 297 mm | 5 mm | 12 640 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 12 640 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 6 380 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 7 010 € |
| Takakansi portrait | Back cover | 230 x 267 mm | 5 mm | 7 010 € |
| 1/2 portrait | Not specified | 111 x 297 mm | 5 mm | 4 340 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 340 € |
| 1/4 portrait | Not specified | 61 x 297 mm | 5 mm | 3 190 € |
| 1/4 landscape | Not specified | 230 x 70 mm | 5 mm | 3 190 € |
| 1/4 square | Not specified | 111 x 146 mm | 5 mm | 3 190 € | *) size without marginal Prices valid until 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980×400 px | 30 € / CPM (Cost per thousand) | ||
| Desktop | 980×120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300×500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×750 px | 16 € / CPM (Cost per thousand) | ||
| Desktop | 468×400 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 560×400 px | 14 € / CPM (Cost per thousand) | ||
| Desktop | 160×600 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×300 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×150 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | px | 18 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 40 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
191 300
Total reach
549 100
How many times read
2,2
Minutes of reading
74 min
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 191 300
Minutes of reading74 min
How many times read2,2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 89 | 170 300 |
| Men | 49 | 11 | 21 000 | |
| Native language | Finnish | 95 | 98 | 187 500 |
| Swedish | 5 | 2 | 3 800 | |
| Age | 15-24 y | 13 | 4 | 7 700 |
| 25-34 y | 14 | 4 | 7 700 | |
| 35-44 y | 14 | 8 | 15 300 | |
| 45-54 y | 14 | 9 | 17 200 | |
| 55-64 y | 15 | 15 | 28 700 | |
| 65+ y | 30 | 60 | 114 800 | |
| Gender + age | Female 15-29 years | 9 | 4 | 7 700 |
| Female 30-49 years | 14 | 12 | 23 000 | |
| Female 50+ years | 28 | 73 | 139 600 | |
| Male 15-29 years | 10 | 1 | 1 900 | |
| Male 30-49 years | 15 | 2 | 3 800 | |
| Male 50+ years | 24 | 8 | 15 300 | |
| Household position | Lives at home with parents | 7 | 2 | 3 800 |
| Lives alone | 29 | 34 | 65 000 | |
| Lives with spouse | 36 | 43 | 82 300 | |
| Lives with spouse and children | 24 | 16 | 30 600 | |
| Single parent | 2 | 2 | 3 800 | |
| Other | 3 | 3 | 5 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 29 | 55 500 |
| No | 39 | 55 | 105 200 | |
| No answer (under 45 year olds) | 41 | 16 | 30 600 | |
| Education | Elementary school | 4 | 7 | 13 400 |
| Secondary school | 6 | 7 | 13 400 | |
| Vocational | 27 | 27 | 51 700 | |
| High school | 13 | 11 | 21 000 | |
| University of Applied Sciences | 20 | 14 | 26 800 | |
| University | 28 | 31 | 59 300 | |
| Something else | 2 | 3 | 5 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 183 600 |
| No | 6 | 3 | 5 700 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 85 | 162 600 |
| No | 32 | 15 | 28 700 | |
| Size of the household | 1 pers | 28 | 34 | 65 000 |
| 2 pers | 38 | 46 | 88 000 | |
| 3 pers | 14 | 9 | 17 200 | |
| 4 pers | 12 | 7 | 13 400 | |
| 5+ pers | 7 | 3 | 5 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 17 200 |
| 20 000 - 35 000 € /y | 17 | 26 | 49 700 | |
| 35 001 - 50 000 € /y | 18 | 20 | 38 300 | |
| 50 001 - 85 000 € /y | 21 | 18 | 34 400 | |
| 85 001 - 100 000 € /y | 8 | 7 | 13 400 | |
| Over 100 000 € /y | 10 | 8 | 15 300 | |
| Dont want to tell | 5 | 7 | 13 400 | |
| Cant say / No answer | 10 | 5 | 9 600 | |
| Family with kids | Yes | 32 | 19 | 36 300 |
| No | 68 | 81 | 155 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 8 | 15 300 |
| 2 children | 13 | 7 | 13 400 | |
| 3 children | 5 | 2 | 3 800 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 1 | 1 900 | |
| There are no children | 67 | 81 | 155 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 14 | 26 800 |
| Dog | 26 | 22 | 42 100 | |
| Some other pet | 5 | 5 | 9 600 | |
| No pets | 61 | 66 | 126 300 | |
| Health services used in the household | Public health services | 85 | 90 | 172 200 |
| Employer - funded health care services | 50 | 32 | 61 200 | |
| Private, self-funded healthcare services | 39 | 51 | 97 600 | |
| Private health insurance services | 26 | 19 | 36 300 | |
| No health care | 1 | 1 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 31 | 59 300 |
| Row house or semi-detached house | 17 | 18 | 34 400 | |
| Detached house | 46 | 46 | 88 000 | |
| Farm | 4 | 4 | 7 700 | |
| Something else | 1 | 1 | 1 900 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 84 | 160 700 |
| Rented residence | 20 | 14 | 26 800 | |
| Right of residence apartment | 2 | 1 | 1 900 | |
| Something else | 1 | 1 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 88 000 |
| No | 58 | 54 | 103 300 | |
| Can not say | 1 | 1 | 1 900 | |
| Number of cars in household | One car | 45 | 50 | 95 600 |
| Two cars | 30 | 27 | 51 700 | |
| Three or more cars | 10 | 7 | 13 400 | |
| No car | 14 | 16 | 30 600 | |
| Type of car, if buying now | New | 21 | 23 | 44 000 |
| Used | 70 | 60 | 114 800 | |
| Company car | 5 | 2 | 3 800 | |
| Leasing (personal) | 9 | 7 | 13 400 | |
| Shared car | 3 | 3 | 5 700 | |
| Doesn't use a car | 8 | 12 | 23 000 | |
| Can not say | 5 | 7 | 13 400 | |
| Advertising ban at the door / mailbox | Yes | 27 | 20 | 38 300 |
| No | 72 | 80 | 153 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 8 | 15 300 |
| No | 76 | 85 | 162 600 | |
| Can not say | 5 | 7 | 13 400 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 16 | 30 600 |
| Turku or Tampere | 8 | 7 | 13 400 | |
| Oulu | 4 | 4 | 7 700 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 28 700 | |
| Urban municipality | 25 | 28 | 53 600 | |
| Conurbation | 16 | 17 | 32 500 | |
| Countryside | 13 | 13 | 24 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 29 | 55 500 |
| 5-6 days a week | 4 | 9 | 17 200 | |
| 1-4 days a week | 24 | 33 | 63 100 | |
| Monthly | 25 | 21 | 40 200 | |
| Rarely | 26 | 7 | 13 400 | |
| Never | 8 | 1 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 22 | 42 100 |
| 5-6 days a week | 5 | 5 | 9 600 | |
| 1-4 days a week | 20 | 19 | 36 300 | |
| Monthly | 15 | 12 | 23 000 | |
| Rarely | 23 | 21 | 40 200 | |
| Never | 13 | 19 | 36 300 | |
| Can not say | 1 | 2 | 3 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 49 | 93 700 |
| 5-6 days a week | 5 | 5 | 9 600 | |
| 1-4 days a week | 23 | 22 | 42 100 | |
| Monthly | 15 | 10 | 19 100 | |
| Rarely | 24 | 11 | 21 000 | |
| Never | 8 | 2 | 3 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 54 | 103 300 |
| 5-6 days a week | 9 | 9 | 17 200 | |
| 1-4 days a week | 17 | 15 | 28 700 | |
| Monthly | 6 | 4 | 7 700 | |
| Rarely | 8 | 6 | 11 500 | |
| Never | 5 | 13 | 24 900 | |
| Can not say | 0 | 1 | 1 900 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 9 600 |
| 5-6 days a week | 4 | 6 | 11 500 | |
| 1-4 days a week | 41 | 52 | 99 500 | |
| Monthly | 18 | 15 | 28 700 | |
| Rarely | 23 | 16 | 30 600 | |
| Never | 9 | 5 | 9 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 38 300 |
| 5-6 days a week | 10 | 11 | 21 000 | |
| 1-4 days a week | 30 | 26 | 49 700 | |
| Monthly | 21 | 17 | 32 500 | |
| Rarely | 15 | 14 | 26 800 | |
| Never | 6 | 11 | 21 000 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 10 | 19 100 |
| 5-6 days a week | 10 | 6 | 11 500 | |
| 1-4 days a week | 22 | 15 | 28 700 | |
| Monthly | 9 | 8 | 15 300 | |
| Rarely | 13 | 11 | 21 000 | |
| Never | 30 | 50 | 95 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 60 | 114 800 |
| 5-6 days a week | 10 | 11 | 21 000 | |
| 1-4 days a week | 19 | 15 | 28 700 | |
| Monthly | 12 | 5 | 9 600 | |
| Rarely | 12 | 6 | 11 500 | |
| Never | 3 | 2 | 3 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 44 | 84 200 |
| 5-6 days a week | 12 | 15 | 28 700 | |
| 1-4 days a week | 22 | 16 | 30 600 | |
| Monthly | 12 | 8 | 15 300 | |
| Rarely | 13 | 8 | 15 300 | |
| Never | 8 | 8 | 15 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 34 | 65 000 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 16 | 14 | 26 800 | |
| Monthly | 13 | 10 | 19 100 | |
| Rarely | 27 | 23 | 44 000 | |
| Never | 15 | 12 | 23 000 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 26 800 |
| 5-6 days a week | 9 | 6 | 11 500 | |
| 1-4 days a week | 21 | 17 | 32 500 | |
| Monthly | 14 | 12 | 23 000 | |
| Rarely | 23 | 25 | 47 800 | |
| Never | 16 | 23 | 44 000 | |
| Can not say | 1 | 2 | 3 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 7 700 |
| 5-6 days a week | 3 | 2 | 3 800 | |
| 1-4 days a week | 11 | 6 | 11 500 | |
| Monthly | 14 | 11 | 21 000 | |
| Rarely | 27 | 28 | 53 600 | |
| Never | 36 | 46 | 88 000 | |
| Can not say | 2 | 3 | 5 700 | |
| User frequency and following: Social media | Daily | 59 | 55 | 105 200 |
| 5-6 days a week | 8 | 7 | 13 400 | |
| 1-4 days a week | 8 | 6 | 11 500 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 6 | 6 | 11 500 | |
| Never | 16 | 22 | 42 100 | |
| Can not say | 0 | 1 | 1 900 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 7 | 13 400 |
| 5-6 days a week | 6 | 3 | 5 700 | |
| 1-4 days a week | 13 | 8 | 15 300 | |
| Monthly | 8 | 7 | 13 400 | |
| Rarely | 20 | 20 | 38 300 | |
| Never | 38 | 54 | 103 300 | |
| Can not say | 1 | 1 | 1 900 | |
| User frequency: Instant messaging | Daily | 69 | 63 | 120 500 |
| 5-6 days a week | 11 | 12 | 23 000 | |
| 1-4 days a week | 9 | 10 | 19 100 | |
| Monthly | 3 | 4 | 7 700 | |
| Rarely | 2 | 2 | 3 800 | |
| Never | 6 | 9 | 17 200 | |
| Can not say | 0 | 1 | 1 900 | |
| Reading frequency: Printed books | Daily | 16 | 28 | 53 600 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 14 | 16 | 30 600 | |
| Monthly | 22 | 21 | 40 200 | |
| Rarely | 34 | 25 | 47 800 | |
| Never | 7 | 4 | 7 700 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 5 700 |
| 5-6 days a week | 1 | 2 | 3 800 | |
| 1-4 days a week | 4 | 4 | 7 700 | |
| Monthly | 7 | 5 | 9 600 | |
| Rarely | 30 | 23 | 44 000 | |
| Never | 53 | 61 | 116 700 | |
| Can not say | 1 | 1 | 1 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 11 500 |
| 5-6 days a week | 3 | 2 | 3 800 | |
| 1-4 days a week | 6 | 6 | 11 500 | |
| Monthly | 8 | 6 | 11 500 | |
| Rarely | 23 | 16 | 30 600 | |
| Never | 54 | 63 | 120 500 | |
| Can not say | 1 | 1 | 1 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 8 | 15 300 |
| 5-6 days a week | 9 | 5 | 9 600 | |
| 1-4 days a week | 23 | 17 | 32 500 | |
| Monthly | 21 | 21 | 40 200 | |
| Rarely | 17 | 25 | 47 800 | |
| Never | 10 | 24 | 45 900 | |
| Can not say | 0 | 1 | 1 900 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 3 800 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 8 | 5 | 9 600 | |
| Monthly | 8 | 5 | 9 600 | |
| Rarely | 12 | 9 | 17 200 | |
| Never | 59 | 68 | 130 100 | |
| Cant say / No answer | 6 | 9 | 17 200 | |
| Usage/following: Facebook | Daily | 39 | 45 | 86 100 |
| 5-6 days a week | 8 | 8 | 15 300 | |
| 1-4 days a week | 11 | 7 | 13 400 | |
| Monthly | 6 | 4 | 7 700 | |
| Rarely | 9 | 6 | 11 500 | |
| Never | 22 | 21 | 40 200 | |
| Cant say / No answer | 4 | 8 | 15 300 | |
| Usage/Following: Instagram | Daily | 32 | 26 | 49 700 |
| 5-6 days a week | 7 | 6 | 11 500 | |
| 1-4 days a week | 9 | 7 | 13 400 | |
| Monthly | 5 | 4 | 7 700 | |
| Rarely | 9 | 9 | 17 200 | |
| Never | 33 | 40 | 76 500 | |
| Cant say / No answer | 5 | 8 | 15 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 6 | 11 500 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 3 | 1 | 1 900 | |
| Monthly | 2 | 1 | 1 900 | |
| Rarely | 5 | 4 | 7 700 | |
| Never | 69 | 78 | 149 200 | |
| Cant say / No answer | 5 | 9 | 17 200 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 5 700 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 2 | 3 800 | |
| Monthly | 5 | 3 | 5 700 | |
| Rarely | 11 | 8 | 15 300 | |
| Never | 68 | 75 | 143 500 | |
| Cant say / No answer | 5 | 8 | 15 300 | |
| Usage/Following: TikTok | Daily | 10 | 4 | 7 700 |
| 5-6 days a week | 3 | 1 | 1 900 | |
| 1-4 days a week | 4 | 3 | 5 700 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 8 | 8 | 15 300 | |
| Never | 68 | 74 | 141 600 | |
| Cant say / No answer | 4 | 8 | 15 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 12 | 23 000 |
| Partially agree | 43 | 44 | 84 200 | |
| Partially disagree | 30 | 30 | 57 400 | |
| Completely disagree | 10 | 11 | 21 000 | |
| Can not say | 3 | 3 | 5 700 | |
| I prefer domestic products | Completely agree | 33 | 41 | 78 400 |
| Partially agree | 55 | 53 | 101 400 | |
| Partially disagree | 9 | 6 | 11 500 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 1 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 24 | 45 900 |
| Partially agree | 54 | 59 | 112 900 | |
| Partially disagree | 18 | 12 | 23 000 | |
| Completely disagree | 4 | 2 | 3 800 | |
| Can not say | 3 | 3 | 5 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 45 900 |
| Partially agree | 58 | 60 | 114 800 | |
| Partially disagree | 15 | 13 | 24 900 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 2 | 3 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 11 | 21 000 |
| Partially agree | 48 | 47 | 89 900 | |
| Partially disagree | 33 | 34 | 65 000 | |
| Completely disagree | 5 | 6 | 11 500 | |
| Can not say | 2 | 2 | 3 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 74 600 |
| Partially agree | 50 | 50 | 95 600 | |
| Partially disagree | 9 | 8 | 15 300 | |
| Completely disagree | 2 | 2 | 3 800 | |
| Can not say | 1 | 1 | 1 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 7 700 |
| Partially agree | 24 | 20 | 38 300 | |
| Partially disagree | 38 | 38 | 72 700 | |
| Completely disagree | 24 | 25 | 47 800 | |
| Can not say | 9 | 12 | 23 000 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 36 | 37 | 70 800 | |
| Partially disagree | 45 | 44 | 84 200 | |
| Completely disagree | 11 | 12 | 23 000 | |
| Can not say | 4 | 3 | 5 700 | |
| I prefer local shops and services | Completely agree | 27 | 36 | 68 900 |
| Partially agree | 58 | 56 | 107 100 | |
| Partially disagree | 11 | 7 | 13 400 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 1 | 1 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 7 700 |
| Partially agree | 28 | 26 | 49 700 | |
| Partially disagree | 29 | 26 | 49 700 | |
| Completely disagree | 32 | 35 | 67 000 | |
| Can not say | 7 | 9 | 17 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 200 |
| Partially agree | 32 | 32 | 61 200 | |
| Partially disagree | 37 | 35 | 67 000 | |
| Completely disagree | 20 | 21 | 40 200 | |
| Can not say | 2 | 3 | 5 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 21 | 40 200 |
| Partially agree | 50 | 55 | 105 200 | |
| Partially disagree | 24 | 18 | 34 400 | |
| Completely disagree | 6 | 3 | 5 700 | |
| Can not say | 4 | 3 | 5 700 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 42 100 |
| Partially agree | 51 | 57 | 109 000 | |
| Partially disagree | 22 | 16 | 30 600 | |
| Completely disagree | 6 | 2 | 3 800 | |
| Can not say | 3 | 3 | 5 700 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 21 000 |
| Partially agree | 58 | 57 | 109 000 | |
| Partially disagree | 21 | 22 | 42 100 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 3 | 5 | 9 600 | |
| I prefer used products in my purchases | Completely agree | 14 | 14 | 26 800 |
| Partially agree | 41 | 36 | 68 900 | |
| Partially disagree | 31 | 32 | 61 200 | |
| Completely disagree | 12 | 14 | 26 800 | |
| Can not say | 3 | 3 | 5 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 17 | 32 500 |
| Quite positively | 61 | 61 | 116 700 | |
| Quite negatively | 16 | 14 | 26 800 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 6 | 11 500 | |
| Magazines | Very positive | 13 | 16 | 30 600 |
| Quite positively | 60 | 60 | 114 800 | |
| Quite negatively | 17 | 16 | 30 600 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 6 | 11 500 | |
| Free and local newspapers | Very positive | 24 | 27 | 51 700 |
| Quite positively | 56 | 55 | 105 200 | |
| Quite negatively | 11 | 10 | 19 100 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 6 | 11 500 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 13 400 |
| Quite positively | 45 | 44 | 84 200 | |
| Quite negatively | 30 | 26 | 49 700 | |
| Very negative | 10 | 6 | 11 500 | |
| Can not say | 8 | 16 | 30 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 9 600 |
| Quite positively | 33 | 31 | 59 300 | |
| Quite negatively | 32 | 32 | 61 200 | |
| Very negative | 17 | 12 | 23 000 | |
| Can not say | 12 | 21 | 40 200 | |
| Blogs | Very positive | 4 | 3 | 5 700 |
| Quite positively | 25 | 20 | 38 300 | |
| Quite negatively | 29 | 24 | 45 900 | |
| Very negative | 16 | 12 | 23 000 | |
| Can not say | 26 | 41 | 78 400 | |
| Newsletters to email | Very positive | 2 | 2 | 3 800 |
| Quite positively | 17 | 18 | 34 400 | |
| Quite negatively | 34 | 37 | 70 800 | |
| Very negative | 43 | 36 | 68 900 | |
| Can not say | 4 | 8 | 15 300 | |
| Other websites | Very positive | 3 | 3 | 5 700 |
| Quite positively | 38 | 31 | 59 300 | |
| Quite negatively | 34 | 34 | 65 000 | |
| Very negative | 14 | 10 | 19 100 | |
| Can not say | 11 | 22 | 42 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 11 500 |
| Quite positively | 46 | 48 | 91 800 | |
| Quite negatively | 29 | 29 | 55 500 | |
| Very negative | 13 | 10 | 19 100 | |
| Can not say | 4 | 7 | 13 400 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 5 700 |
| Quite positively | 35 | 33 | 63 100 | |
| Quite negatively | 33 | 32 | 61 200 | |
| Very negative | 20 | 19 | 36 300 | |
| Can not say | 7 | 13 | 24 900 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 23 | 44 000 |
| Quite positively | 46 | 50 | 95 600 | |
| Quite negatively | 17 | 11 | 21 000 | |
| Very negative | 14 | 10 | 19 100 | |
| Can not say | 5 | 7 | 13 400 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 100 |
| Quite positively | 52 | 49 | 93 700 | |
| Quite negatively | 21 | 22 | 42 100 | |
| Very negative | 9 | 7 | 13 400 | |
| Can not say | 8 | 12 | 23 000 | 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 | 24 | 45 900 |
| Partially agree | 60 | 62 | 118 600 | |
| Partially disagree | 11 | 7 | 13 400 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 9 | 4 | 7 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 19 | 36 300 |
| Partially agree | 57 | 63 | 120 500 | |
| Partially disagree | 14 | 9 | 17 200 | |
| Completely disagree | 5 | 4 | 7 700 | |
| Can not say | 8 | 5 | 9 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 44 000 |
| Partially agree | 46 | 41 | 78 400 | |
| Partially disagree | 12 | 11 | 21 000 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 15 | 20 | 38 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 63 100 |
| Partially agree | 49 | 48 | 91 800 | |
| Partially disagree | 7 | 6 | 11 500 | |
| Completely disagree | 2 | 2 | 3 800 | |
| Can not say | 10 | 11 | 21 000 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 30 600 |
| Partially agree | 51 | 54 | 103 300 | |
| Partially disagree | 14 | 13 | 24 900 | |
| Completely disagree | 3 | 1 | 1 900 | |
| Can not say | 16 | 16 | 30 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 21 000 |
| Partially agree | 52 | 56 | 107 100 | |
| Partially disagree | 18 | 16 | 30 600 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 17 | 15 | 28 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 28 | 53 600 |
| Partially agree | 58 | 60 | 114 800 | |
| Partially disagree | 9 | 6 | 11 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 9 | 5 | 9 600 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 13 400 |
| Partially agree | 25 | 26 | 49 700 | |
| Partially disagree | 23 | 21 | 40 200 | |
| Completely disagree | 36 | 35 | 67 000 | |
| Can not say | 10 | 11 | 21 000 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 42 100 |
| Partially agree | 33 | 39 | 74 600 | |
| Partially disagree | 29 | 25 | 47 800 | |
| Completely disagree | 17 | 11 | 21 000 | |
| Can not say | 5 | 2 | 3 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 19 100 |
| Partially agree | 45 | 47 | 89 900 | |
| Partially disagree | 28 | 26 | 49 700 | |
| Completely disagree | 10 | 10 | 19 100 | |
| Can not say | 10 | 8 | 15 300 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 19 100 |
| Partially agree | 35 | 31 | 59 300 | |
| Partially disagree | 23 | 23 | 44 000 | |
| Completely disagree | 23 | 27 | 51 700 | |
| Can not say | 9 | 9 | 17 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 19 100 |
| Partially agree | 33 | 34 | 65 000 | |
| Partially disagree | 27 | 27 | 51 700 | |
| Completely disagree | 24 | 23 | 44 000 | |
| Can not say | 8 | 6 | 11 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 30 600 |
| Partially agree | 50 | 55 | 105 200 | |
| Partially disagree | 19 | 16 | 30 600 | |
| Completely disagree | 13 | 10 | 19 100 | |
| Can not say | 5 | 3 | 5 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 11 | 21 000 |
| Partially agree | 29 | 36 | 68 900 | |
| Partially disagree | 27 | 26 | 49 700 | |
| Completely disagree | 29 | 23 | 44 000 | |
| Can not say | 7 | 5 | 9 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 1 900 |
| Partially agree | 18 | 12 | 23 000 | |
| Partially disagree | 33 | 33 | 63 100 | |
| Completely disagree | 38 | 41 | 78 400 | |
| Can not say | 10 | 13 | 24 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 22 | 42 100 |
| Partially agree | 41 | 47 | 89 900 | |
| Partially disagree | 23 | 18 | 34 400 | |
| Completely disagree | 12 | 7 | 13 400 | |
| Can not say | 8 | 5 | 9 600 | 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 | 10 | 19 100 |
| Newspapers | 12 | 16 | 30 600 | |
| Magazine websites | 7 | 4 | 7 700 | |
| Newspaper websites | 8 | 5 | 9 600 | |
| Blogs | 3 | 1 | 1 900 | |
| Social media | 16 | 9 | 17 200 | |
| Other websites | 44 | 31 | 59 300 | |
| Television | 11 | 8 | 15 300 | |
| Radio | 2 | 1 | 1 900 | |
| Direct mail | 10 | 11 | 21 000 | |
| None of these | 39 | 50 | 95 600 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 34 400 |
| Newspapers | 15 | 24 | 45 900 | |
| Magazine websites | 9 | 7 | 13 400 | |
| Newspaper websites | 11 | 9 | 17 200 | |
| Blogs | 6 | 2 | 3 800 | |
| Social media | 28 | 17 | 32 500 | |
| Other websites | 50 | 40 | 76 500 | |
| Television | 19 | 20 | 38 300 | |
| Radio | 3 | 2 | 3 800 | |
| Direct mail | 35 | 46 | 88 000 | |
| None of these | 16 | 19 | 36 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 31 | 59 300 |
| Newspapers | 8 | 12 | 23 000 | |
| Magazine websites | 10 | 10 | 19 100 | |
| Newspaper websites | 7 | 7 | 13 400 | |
| Blogs | 7 | 5 | 9 600 | |
| Social media | 31 | 25 | 47 800 | |
| Other websites | 17 | 17 | 32 500 | |
| Television | 14 | 20 | 38 300 | |
| Radio | 2 | 2 | 3 800 | |
| Direct mail | 17 | 29 | 55 500 | |
| None of these | 43 | 32 | 61 200 | |
| Information sources, travel | Print magazines | 16 | 24 | 45 900 |
| Newspapers | 15 | 25 | 47 800 | |
| Magazine websites | 10 | 9 | 17 200 | |
| Newspaper websites | 11 | 9 | 17 200 | |
| Blogs | 12 | 7 | 13 400 | |
| Social media | 38 | 28 | 53 600 | |
| Other websites | 49 | 44 | 84 200 | |
| Television | 17 | 19 | 36 300 | |
| Radio | 3 | 3 | 5 700 | |
| Direct mail | 9 | 14 | 26 800 | |
| None of these | 25 | 27 | 51 700 | |
| Information sources, style and fashion | Print magazines | 22 | 37 | 70 800 |
| Newspapers | 11 | 16 | 30 600 | |
| Magazine websites | 12 | 13 | 24 900 | |
| Newspaper websites | 8 | 8 | 15 300 | |
| Blogs | 9 | 6 | 11 500 | |
| Social media | 37 | 29 | 55 500 | |
| Other websites | 34 | 32 | 61 200 | |
| Television | 18 | 21 | 40 200 | |
| Radio | 2 | 2 | 3 800 | |
| Direct mail | 25 | 37 | 70 800 | |
| None of these | 28 | 22 | 42 100 | |
| Information sources, building and renovating | Print magazines | 17 | 24 | 45 900 |
| Newspapers | 13 | 18 | 34 400 | |
| Magazine websites | 9 | 9 | 17 200 | |
| Newspaper websites | 9 | 7 | 13 400 | |
| Blogs | 7 | 5 | 9 600 | |
| Social media | 26 | 17 | 32 500 | |
| Other websites | 33 | 28 | 53 600 | |
| Television | 18 | 18 | 34 400 | |
| Radio | 2 | 2 | 3 800 | |
| Direct mail | 27 | 34 | 65 000 | |
| None of these | 31 | 34 | 65 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 51 | 97 600 |
| Newspapers | 25 | 37 | 70 800 | |
| Magazine websites | 21 | 21 | 40 200 | |
| Newspaper websites | 23 | 19 | 36 300 | |
| Blogs | 14 | 10 | 19 100 | |
| Social media | 45 | 34 | 65 000 | |
| Other websites | 32 | 25 | 47 800 | |
| Television | 29 | 32 | 61 200 | |
| Radio | 7 | 7 | 13 400 | |
| Direct mail | 26 | 37 | 70 800 | |
| None of these | 11 | 7 | 13 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 11 | 21 000 |
| Newspapers | 10 | 18 | 34 400 | |
| Magazine websites | 3 | 3 | 5 700 | |
| Newspaper websites | 5 | 5 | 9 600 | |
| Blogs | 1 | 2 | 3 800 | |
| Social media | 12 | 10 | 19 100 | |
| Other websites | 27 | 24 | 45 900 | |
| Television | 12 | 16 | 30 600 | |
| Radio | 2 | 1 | 1 900 | |
| Direct mail | 16 | 23 | 44 000 | |
| None of these | 52 | 46 | 88 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 36 | 68 900 |
| Newspapers | 14 | 19 | 36 300 | |
| Magazine websites | 11 | 10 | 19 100 | |
| Newspaper websites | 9 | 8 | 15 300 | |
| Blogs | 7 | 5 | 9 600 | |
| Social media | 31 | 24 | 45 900 | |
| Other websites | 31 | 25 | 47 800 | |
| Television | 19 | 21 | 40 200 | |
| Radio | 2 | 1 | 1 900 | |
| Direct mail | 31 | 42 | 80 300 | |
| None of these | 24 | 22 | 42 100 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 21 000 |
| Newspapers | 11 | 13 | 24 900 | |
| Magazine websites | 6 | 4 | 7 700 | |
| Newspaper websites | 11 | 8 | 15 300 | |
| Blogs | 7 | 3 | 5 700 | |
| Social media | 22 | 12 | 23 000 | |
| Other websites | 32 | 22 | 42 100 | |
| Television | 8 | 8 | 15 300 | |
| Radio | 3 | 2 | 3 800 | |
| Direct mail | 4 | 5 | 9 600 | |
| None of these | 44 | 55 | 105 200 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 21 | 40 200 |
| Newspapers | 13 | 19 | 36 300 | |
| Magazine websites | 8 | 9 | 17 200 | |
| Newspaper websites | 9 | 10 | 19 100 | |
| Blogs | 5 | 3 | 5 700 | |
| Social media | 26 | 21 | 40 200 | |
| Other websites | 39 | 35 | 67 000 | |
| Television | 13 | 14 | 26 800 | |
| Radio | 3 | 2 | 3 800 | |
| Direct mail | 15 | 23 | 44 000 | |
| None of these | 36 | 32 | 61 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 34 400 |
| Newspapers | 16 | 23 | 44 000 | |
| Magazine websites | 7 | 5 | 9 600 | |
| Newspaper websites | 9 | 8 | 15 300 | |
| Blogs | 5 | 3 | 5 700 | |
| Social media | 26 | 17 | 32 500 | |
| Other websites | 42 | 32 | 61 200 | |
| Television | 14 | 14 | 26 800 | |
| Radio | 2 | 1 | 1 900 | |
| Direct mail | 30 | 42 | 80 300 | |
| None of these | 28 | 27 | 51 700 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 9 | 17 200 |
| Well-being and health | 50 | 67 | 128 200 | |
| Charity work | 13 | 19 | 36 300 | |
| Self development | 32 | 32 | 61 200 | |
| Celebrities | 14 | 20 | 38 300 | |
| Fishing | 16 | 7 | 13 400 | |
| Beauty care and cosmetics | 16 | 22 | 42 100 | |
| Literature | 27 | 46 | 88 000 | |
| Domestic and foreign news | 52 | 58 | 111 000 | |
| Domestic travel | 32 | 38 | 72 700 | |
| Culture | 33 | 47 | 89 900 | |
| Crafts | 25 | 44 | 84 200 | |
| Nature and going outdoor | 52 | 58 | 111 000 | |
| Hunting | 10 | 4 | 7 700 | |
| Style and fashion | 20 | 32 | 61 200 | |
| Music and concerts | 36 | 40 | 76 500 | |
| Going on summer cottage | 29 | 28 | 53 600 | |
| Local affairs | 55 | 67 | 128 200 | |
| Computer/console/mobile playing | 17 | 5 | 9 600 | |
| Politics | 42 | 45 | 86 100 | |
| Gardening and plants | 30 | 54 | 103 300 | |
| Building and renovating | 34 | 30 | 57 400 | |
| Food and drink | 38 | 43 | 82 300 | |
| Cooking, baking, recipes | 38 | 59 | 112 900 | |
| Investment | 23 | 18 | 34 400 | |
| Decorating | 28 | 45 | 86 100 | |
| Economic and finances | 35 | 32 | 61 200 | |
| Science | 35 | 25 | 47 800 | |
| Travelling abroad | 34 | 31 | 59 300 | |
| Sports, exercising | 45 | 35 | 67 000 | |
| Sailing, boating | 10 | 5 | 9 600 | |
| Consumer electronics and information technology | 21 | 8 | 15 300 | |
| Environmental matters | 31 | 35 | 67 000 | |
| 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 | 3 800 |
| Buying an apartment | 11 | 6 | 11 500 | |
| Home renovation | 27 | 24 | 45 900 | |
| Buying a car | 27 | 19 | 36 300 | |
| Buying a boat | 3 | 1 | 1 900 | |
| None of these | 51 | 59 | 112 900 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 40 | 76 500 |
| Repair and construction products | 39 | 34 | 65 000 | |
| Domestic appliances | 38 | 38 | 72 700 | |
| Electronics or IT products | 49 | 37 | 70 800 | |
| Cars | 19 | 15 | 28 700 | |
| Clothing and footwear | 84 | 84 | 160 700 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 38 | 72 700 | |
| Sports clothing, footwear or equipment | 58 | 49 | 93 700 | |
| Saving or investing products or services | 29 | 24 | 45 900 | |
| Cosmetics and beauty products | 49 | 64 | 122 400 | |
| Mobile phones | 29 | 26 | 49 700 | |
| Travels | 50 | 50 | 95 600 | |
| Products and services for health and well-being | 61 | 70 | 133 900 | |
| None of the above | 1 | 1 | 1 900 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 24 | 45 900 |
| Repair and construction products | 33 | 29 | 55 500 | |
| Domestic appliances | 18 | 16 | 30 600 | |
| Electronics or IT products | 27 | 16 | 30 600 | |
| Cars | 14 | 9 | 17 200 | |
| Clothing and footwear | 67 | 70 | 133 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 57 400 | |
| Sports clothing, footwear or equipment | 44 | 34 | 65 000 | |
| Saving or investing products or services | 24 | 19 | 36 300 | |
| Cosmetics and beauty products | 38 | 52 | 99 500 | |
| Mobile phones | 16 | 13 | 24 900 | |
| Travels | 46 | 44 | 84 200 | |
| Products and services for health and well-being | 49 | 57 | 109 000 | |
| None of the above | 6 | 5 | 9 600 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 9 600 |
| Insurance company | 11 | 7 | 13 400 | |
| electric company | 17 | 13 | 24 900 | |
| Internet Connection | 10 | 6 | 11 500 | |
| Phone-subscription | 14 | 10 | 19 100 | |
| None of the above | 48 | 57 | 109 000 | |
| Can not say | 18 | 18 | 34 400 | |
| Uses of extra money | Magazines, books, movies | 16 | 19 | 36 300 |
| Eating, drinking, partying in a restaurant | 35 | 28 | 53 600 | |
| Exercise hobbies and equipment | 28 | 20 | 38 300 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 41 | 78 400 | |
| Renovation, decoration | 23 | 22 | 42 100 | |
| Health services and one's own well-being | 22 | 28 | 53 600 | |
| Travelling | 44 | 45 | 86 100 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 9 600 | |
| Clothes, shoes and bags | 22 | 19 | 36 300 | |
| Home services (cleaning and other housekeeping services) | 5 | 9 | 17 200 | |
| Car, boat, motorcycle | 11 | 6 | 11 500 | |
| Cosmetics and beauty care | 12 | 13 | 24 900 | |
| Saving, investing | 49 | 42 | 80 300 | |
| Other | 8 | 9 | 17 200 | |
| There is no extra money after mandatory expenses | 8 | 9 | 17 200 | |
| Can not say | 3 | 5 | 9 600 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 549 100
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 83 | 170 300 |
| Men | 49 | 17 | 21 000 | |
| Native language | Finnish | 95 | 98 | 187 500 |
| Swedish | 5 | 2 | 3 800 | |
| Age | 15-24 y | 13 | 10 | 7 700 |
| 25-34 y | 14 | 15 | 7 700 | |
| 35-44 y | 14 | 13 | 15 300 | |
| 45-54 y | 14 | 14 | 17 200 | |
| 55-64 y | 15 | 15 | 28 700 | |
| 65+ y | 30 | 33 | 114 800 | |
| Gender + age | Female 15-29 years | 9 | 13 | 7 700 |
| Female 30-49 years | 14 | 24 | 23 000 | |
| Female 50+ years | 28 | 45 | 139 600 | |
| Male 15-29 years | 10 | 3 | 1 900 | |
| Male 30-49 years | 15 | 5 | 3 800 | |
| Male 50+ years | 24 | 9 | 15 300 | |
| Household position | Lives at home with parents | 7 | 4 | 3 800 |
| Lives alone | 29 | 30 | 65 000 | |
| Lives with spouse | 36 | 36 | 82 300 | |
| Lives with spouse and children | 24 | 24 | 30 600 | |
| Single parent | 2 | 3 | 3 800 | |
| Other | 3 | 3 | 5 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 20 | 55 500 |
| No | 39 | 42 | 105 200 | |
| No answer (under 45 year olds) | 41 | 39 | 30 600 | |
| Education | Elementary school | 4 | 3 | 13 400 |
| Secondary school | 6 | 5 | 13 400 | |
| Vocational | 27 | 23 | 51 700 | |
| High school | 13 | 14 | 21 000 | |
| University of Applied Sciences | 20 | 20 | 26 800 | |
| University | 28 | 33 | 59 300 | |
| Something else | 2 | 2 | 5 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 183 600 |
| No | 6 | 3 | 5 700 | |
| Can not say | 1 | 1 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 74 | 162 600 |
| No | 32 | 26 | 28 700 | |
| Size of the household | 1 pers | 28 | 29 | 65 000 |
| 2 pers | 38 | 38 | 88 000 | |
| 3 pers | 14 | 15 | 17 200 | |
| 4 pers | 12 | 11 | 13 400 | |
| 5+ pers | 7 | 6 | 5 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 11 | 17 200 |
| 20 000 - 35 000 € /y | 17 | 19 | 49 700 | |
| 35 001 - 50 000 € /y | 18 | 18 | 38 300 | |
| 50 001 - 85 000 € /y | 21 | 20 | 34 400 | |
| 85 001 - 100 000 € /y | 8 | 8 | 13 400 | |
| Over 100 000 € /y | 10 | 10 | 15 300 | |
| Dont want to tell | 5 | 6 | 13 400 | |
| Cant say / No answer | 10 | 9 | 9 600 | |
| Family with kids | Yes | 32 | 32 | 36 300 |
| No | 68 | 68 | 155 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 15 300 |
| 2 children | 13 | 12 | 13 400 | |
| 3 children | 5 | 4 | 3 800 | |
| 4 children | 1 | 1 | 0 | |
| 5+ children | 1 | 1 | 1 900 | |
| There are no children | 67 | 68 | 155 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 17 | 26 800 |
| Dog | 26 | 26 | 42 100 | |
| Some other pet | 5 | 6 | 9 600 | |
| No pets | 61 | 59 | 126 300 | |
| Health services used in the household | Public health services | 85 | 87 | 172 200 |
| Employer - funded health care services | 50 | 50 | 61 200 | |
| Private, self-funded healthcare services | 39 | 43 | 97 600 | |
| Private health insurance services | 26 | 28 | 36 300 | |
| No health care | 1 | 1 | 1 900 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 32 | 34 | 59 300 |
| Row house or semi-detached house | 17 | 18 | 34 400 | |
| Detached house | 46 | 44 | 88 000 | |
| Farm | 4 | 3 | 7 700 | |
| Something else | 1 | 0 | 1 900 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 76 | 160 700 |
| Rented residence | 20 | 21 | 26 800 | |
| Right of residence apartment | 2 | 2 | 1 900 | |
| Something else | 1 | 1 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 41 | 88 000 |
| No | 58 | 59 | 103 300 | |
| Can not say | 1 | 1 | 1 900 | |
| Number of cars in household | One car | 45 | 46 | 95 600 |
| Two cars | 30 | 29 | 51 700 | |
| Three or more cars | 10 | 8 | 13 400 | |
| No car | 14 | 16 | 30 600 | |
| Type of car, if buying now | New | 21 | 20 | 44 000 |
| Used | 70 | 68 | 114 800 | |
| Company car | 5 | 3 | 3 800 | |
| Leasing (personal) | 9 | 10 | 13 400 | |
| Shared car | 3 | 3 | 5 700 | |
| Doesn't use a car | 8 | 10 | 23 000 | |
| Can not say | 5 | 6 | 13 400 | |
| Advertising ban at the door / mailbox | Yes | 27 | 28 | 38 300 |
| No | 72 | 72 | 153 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 15 300 |
| No | 76 | 79 | 162 600 | |
| Can not say | 5 | 6 | 13 400 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 21 | 30 600 |
| Turku or Tampere | 8 | 9 | 13 400 | |
| Oulu | 4 | 4 | 7 700 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 28 700 | |
| Urban municipality | 25 | 26 | 53 600 | |
| Conurbation | 16 | 16 | 32 500 | |
| Countryside | 13 | 11 | 24 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 15 | 55 500 |
| 5-6 days a week | 4 | 5 | 17 200 | |
| 1-4 days a week | 24 | 27 | 63 100 | |
| Monthly | 25 | 27 | 40 200 | |
| Rarely | 26 | 22 | 13 400 | |
| Never | 8 | 3 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 42 100 |
| 5-6 days a week | 5 | 6 | 9 600 | |
| 1-4 days a week | 20 | 30 | 36 300 | |
| Monthly | 15 | 16 | 23 000 | |
| Rarely | 23 | 14 | 40 200 | |
| Never | 13 | 8 | 36 300 | |
| Can not say | 1 | 1 | 3 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 28 | 93 700 |
| 5-6 days a week | 5 | 4 | 9 600 | |
| 1-4 days a week | 23 | 23 | 42 100 | |
| Monthly | 15 | 17 | 19 100 | |
| Rarely | 24 | 22 | 21 000 | |
| Never | 8 | 5 | 3 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 59 | 103 300 |
| 5-6 days a week | 9 | 11 | 17 200 | |
| 1-4 days a week | 17 | 17 | 28 700 | |
| Monthly | 6 | 4 | 7 700 | |
| Rarely | 8 | 4 | 11 500 | |
| Never | 5 | 5 | 24 900 | |
| Can not say | 0 | 0 | 1 900 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 9 600 |
| 5-6 days a week | 4 | 5 | 11 500 | |
| 1-4 days a week | 41 | 43 | 99 500 | |
| Monthly | 18 | 19 | 28 700 | |
| Rarely | 23 | 21 | 30 600 | |
| Never | 9 | 8 | 9 600 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 38 300 |
| 5-6 days a week | 10 | 10 | 21 000 | |
| 1-4 days a week | 30 | 30 | 49 700 | |
| Monthly | 21 | 20 | 32 500 | |
| Rarely | 15 | 13 | 26 800 | |
| Never | 6 | 6 | 21 000 | |
| Can not say | 1 | 0 | 1 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 15 | 19 100 |
| 5-6 days a week | 10 | 10 | 11 500 | |
| 1-4 days a week | 22 | 21 | 28 700 | |
| Monthly | 9 | 9 | 15 300 | |
| Rarely | 13 | 12 | 21 000 | |
| Never | 30 | 32 | 95 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 45 | 114 800 |
| 5-6 days a week | 10 | 11 | 21 000 | |
| 1-4 days a week | 19 | 20 | 28 700 | |
| Monthly | 12 | 12 | 9 600 | |
| Rarely | 12 | 10 | 11 500 | |
| Never | 3 | 2 | 3 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 32 | 84 200 |
| 5-6 days a week | 12 | 13 | 28 700 | |
| 1-4 days a week | 22 | 21 | 30 600 | |
| Monthly | 12 | 14 | 15 300 | |
| Rarely | 13 | 12 | 15 300 | |
| Never | 8 | 7 | 15 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 23 | 65 000 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 16 | 15 | 26 800 | |
| Monthly | 13 | 12 | 19 100 | |
| Rarely | 27 | 28 | 44 000 | |
| Never | 15 | 15 | 23 000 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 26 800 |
| 5-6 days a week | 9 | 10 | 11 500 | |
| 1-4 days a week | 21 | 21 | 32 500 | |
| Monthly | 14 | 15 | 23 000 | |
| Rarely | 23 | 24 | 47 800 | |
| Never | 16 | 16 | 44 000 | |
| Can not say | 1 | 1 | 3 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 6 | 7 700 |
| 5-6 days a week | 3 | 3 | 3 800 | |
| 1-4 days a week | 11 | 11 | 11 500 | |
| Monthly | 14 | 16 | 21 000 | |
| Rarely | 27 | 28 | 53 600 | |
| Never | 36 | 34 | 88 000 | |
| Can not say | 2 | 2 | 5 700 | |
| User frequency and following: Social media | Daily | 59 | 64 | 105 200 |
| 5-6 days a week | 8 | 8 | 13 400 | |
| 1-4 days a week | 8 | 6 | 11 500 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 6 | 5 | 11 500 | |
| Never | 16 | 14 | 42 100 | |
| Can not say | 0 | 1 | 1 900 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 14 | 13 400 |
| 5-6 days a week | 6 | 5 | 5 700 | |
| 1-4 days a week | 13 | 13 | 15 300 | |
| Monthly | 8 | 10 | 13 400 | |
| Rarely | 20 | 20 | 38 300 | |
| Never | 38 | 37 | 103 300 | |
| Can not say | 1 | 1 | 1 900 | |
| User frequency: Instant messaging | Daily | 69 | 74 | 120 500 |
| 5-6 days a week | 11 | 10 | 23 000 | |
| 1-4 days a week | 9 | 8 | 19 100 | |
| Monthly | 3 | 2 | 7 700 | |
| Rarely | 2 | 1 | 3 800 | |
| Never | 6 | 5 | 17 200 | |
| Can not say | 0 | 0 | 1 900 | |
| Reading frequency: Printed books | Daily | 16 | 20 | 53 600 |
| 5-6 days a week | 6 | 7 | 11 500 | |
| 1-4 days a week | 14 | 17 | 30 600 | |
| Monthly | 22 | 22 | 40 200 | |
| Rarely | 34 | 30 | 47 800 | |
| Never | 7 | 4 | 7 700 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 5 700 |
| 5-6 days a week | 1 | 1 | 3 800 | |
| 1-4 days a week | 4 | 5 | 7 700 | |
| Monthly | 7 | 8 | 9 600 | |
| Rarely | 30 | 30 | 44 000 | |
| Never | 53 | 51 | 116 700 | |
| Can not say | 1 | 1 | 1 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 11 500 |
| 5-6 days a week | 3 | 3 | 3 800 | |
| 1-4 days a week | 6 | 6 | 11 500 | |
| Monthly | 8 | 10 | 11 500 | |
| Rarely | 23 | 21 | 30 600 | |
| Never | 54 | 51 | 120 500 | |
| Can not say | 1 | 1 | 1 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 15 300 |
| 5-6 days a week | 9 | 7 | 9 600 | |
| 1-4 days a week | 23 | 22 | 32 500 | |
| Monthly | 21 | 24 | 40 200 | |
| Rarely | 17 | 21 | 47 800 | |
| Never | 10 | 12 | 45 900 | |
| Can not say | 0 | 0 | 1 900 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 3 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 8 | 9 | 9 600 | |
| Monthly | 8 | 9 | 9 600 | |
| Rarely | 12 | 12 | 17 200 | |
| Never | 59 | 59 | 130 100 | |
| Cant say / No answer | 6 | 6 | 17 200 | |
| Usage/following: Facebook | Daily | 39 | 47 | 86 100 |
| 5-6 days a week | 8 | 8 | 15 300 | |
| 1-4 days a week | 11 | 10 | 13 400 | |
| Monthly | 6 | 5 | 7 700 | |
| Rarely | 9 | 7 | 11 500 | |
| Never | 22 | 18 | 40 200 | |
| Cant say / No answer | 4 | 4 | 15 300 | |
| Usage/Following: Instagram | Daily | 32 | 38 | 49 700 |
| 5-6 days a week | 7 | 7 | 11 500 | |
| 1-4 days a week | 9 | 8 | 13 400 | |
| Monthly | 5 | 4 | 7 700 | |
| Rarely | 9 | 9 | 17 200 | |
| Never | 33 | 29 | 76 500 | |
| Cant say / No answer | 5 | 4 | 15 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 15 | 11 500 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 3 | 3 | 1 900 | |
| Monthly | 2 | 2 | 1 900 | |
| Rarely | 5 | 5 | 7 700 | |
| Never | 69 | 69 | 149 200 | |
| Cant say / No answer | 5 | 4 | 17 200 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 5 700 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 4 | 3 800 | |
| Monthly | 5 | 4 | 5 700 | |
| Rarely | 11 | 10 | 15 300 | |
| Never | 68 | 73 | 143 500 | |
| Cant say / No answer | 5 | 4 | 15 300 | |
| Usage/Following: TikTok | Daily | 10 | 9 | 7 700 |
| 5-6 days a week | 3 | 3 | 1 900 | |
| 1-4 days a week | 4 | 5 | 5 700 | |
| Monthly | 3 | 3 | 3 800 | |
| Rarely | 8 | 8 | 15 300 | |
| Never | 68 | 68 | 141 600 | |
| Cant say / No answer | 4 | 4 | 15 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 15 | 23 000 |
| Partially agree | 43 | 46 | 84 200 | |
| Partially disagree | 30 | 28 | 57 400 | |
| Completely disagree | 10 | 8 | 21 000 | |
| Can not say | 3 | 2 | 5 700 | |
| I prefer domestic products | Completely agree | 33 | 36 | 78 400 |
| Partially agree | 55 | 55 | 101 400 | |
| Partially disagree | 9 | 8 | 11 500 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 1 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 24 | 45 900 |
| Partially agree | 54 | 57 | 112 900 | |
| Partially disagree | 18 | 15 | 23 000 | |
| Completely disagree | 4 | 2 | 3 800 | |
| Can not say | 3 | 3 | 5 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 22 | 45 900 |
| Partially agree | 58 | 60 | 114 800 | |
| Partially disagree | 15 | 15 | 24 900 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 2 | 3 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 11 | 21 000 |
| Partially agree | 48 | 48 | 89 900 | |
| Partially disagree | 33 | 33 | 65 000 | |
| Completely disagree | 5 | 6 | 11 500 | |
| Can not say | 2 | 2 | 3 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 42 | 74 600 |
| Partially agree | 50 | 49 | 95 600 | |
| Partially disagree | 9 | 8 | 15 300 | |
| Completely disagree | 2 | 1 | 3 800 | |
| Can not say | 1 | 1 | 1 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 7 700 |
| Partially agree | 24 | 24 | 38 300 | |
| Partially disagree | 38 | 39 | 72 700 | |
| Completely disagree | 24 | 23 | 47 800 | |
| Can not say | 9 | 10 | 23 000 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 36 | 35 | 70 800 | |
| Partially disagree | 45 | 47 | 84 200 | |
| Completely disagree | 11 | 10 | 23 000 | |
| Can not say | 4 | 4 | 5 700 | |
| I prefer local shops and services | Completely agree | 27 | 28 | 68 900 |
| Partially agree | 58 | 58 | 107 100 | |
| Partially disagree | 11 | 11 | 13 400 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 2 | 1 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 7 700 |
| Partially agree | 28 | 29 | 49 700 | |
| Partially disagree | 29 | 29 | 49 700 | |
| Completely disagree | 32 | 30 | 67 000 | |
| Can not say | 7 | 7 | 17 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 200 |
| Partially agree | 32 | 31 | 61 200 | |
| Partially disagree | 37 | 38 | 67 000 | |
| Completely disagree | 20 | 20 | 40 200 | |
| Can not say | 2 | 2 | 5 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 20 | 40 200 |
| Partially agree | 50 | 52 | 105 200 | |
| Partially disagree | 24 | 22 | 34 400 | |
| Completely disagree | 6 | 3 | 5 700 | |
| Can not say | 4 | 3 | 5 700 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 42 100 |
| Partially agree | 51 | 54 | 109 000 | |
| Partially disagree | 22 | 18 | 30 600 | |
| Completely disagree | 6 | 3 | 3 800 | |
| Can not say | 3 | 3 | 5 700 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 21 000 |
| Partially agree | 58 | 58 | 109 000 | |
| Partially disagree | 21 | 23 | 42 100 | |
| Completely disagree | 5 | 4 | 9 600 | |
| Can not say | 3 | 4 | 9 600 | |
| I prefer used products in my purchases | Completely agree | 14 | 18 | 26 800 |
| Partially agree | 41 | 39 | 68 900 | |
| Partially disagree | 31 | 29 | 61 200 | |
| Completely disagree | 12 | 11 | 26 800 | |
| Can not say | 3 | 3 | 5 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 32 500 |
| Quite positively | 61 | 63 | 116 700 | |
| Quite negatively | 16 | 15 | 26 800 | |
| Very negative | 4 | 3 | 3 800 | |
| Can not say | 6 | 5 | 11 500 | |
| Magazines | Very positive | 13 | 15 | 30 600 |
| Quite positively | 60 | 62 | 114 800 | |
| Quite negatively | 17 | 15 | 30 600 | |
| Very negative | 4 | 3 | 3 800 | |
| Can not say | 6 | 5 | 11 500 | |
| Free and local newspapers | Very positive | 24 | 27 | 51 700 |
| Quite positively | 56 | 56 | 105 200 | |
| Quite negatively | 11 | 10 | 19 100 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 5 | 11 500 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 13 400 |
| Quite positively | 45 | 47 | 84 200 | |
| Quite negatively | 30 | 31 | 49 700 | |
| Very negative | 10 | 7 | 11 500 | |
| Can not say | 8 | 9 | 30 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 9 600 |
| Quite positively | 33 | 36 | 59 300 | |
| Quite negatively | 32 | 34 | 61 200 | |
| Very negative | 17 | 12 | 23 000 | |
| Can not say | 12 | 12 | 40 200 | |
| Blogs | Very positive | 4 | 4 | 5 700 |
| Quite positively | 25 | 28 | 38 300 | |
| Quite negatively | 29 | 29 | 45 900 | |
| Very negative | 16 | 12 | 23 000 | |
| Can not say | 26 | 28 | 78 400 | |
| Newsletters to email | Very positive | 2 | 2 | 3 800 |
| Quite positively | 17 | 19 | 34 400 | |
| Quite negatively | 34 | 37 | 70 800 | |
| Very negative | 43 | 37 | 68 900 | |
| Can not say | 4 | 5 | 15 300 | |
| Other websites | Very positive | 3 | 3 | 5 700 |
| Quite positively | 38 | 38 | 59 300 | |
| Quite negatively | 34 | 34 | 65 000 | |
| Very negative | 14 | 10 | 19 100 | |
| Can not say | 11 | 14 | 42 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 11 500 |
| Quite positively | 46 | 49 | 91 800 | |
| Quite negatively | 29 | 29 | 55 500 | |
| Very negative | 13 | 10 | 19 100 | |
| Can not say | 4 | 5 | 13 400 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 5 700 |
| Quite positively | 35 | 34 | 63 100 | |
| Quite negatively | 33 | 34 | 61 200 | |
| Very negative | 20 | 19 | 36 300 | |
| Can not say | 7 | 8 | 24 900 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 44 000 |
| Quite positively | 46 | 47 | 95 600 | |
| Quite negatively | 17 | 14 | 21 000 | |
| Very negative | 14 | 11 | 19 100 | |
| Can not say | 5 | 6 | 13 400 | |
| Out-of-home advertising | Very positive | 11 | 12 | 19 100 |
| Quite positively | 52 | 53 | 93 700 | |
| Quite negatively | 21 | 20 | 42 100 | |
| Very negative | 9 | 6 | 13 400 | |
| Can not say | 8 | 8 | 23 000 | 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 | 45 900 |
| Partially agree | 60 | 62 | 118 600 | |
| Partially disagree | 11 | 8 | 13 400 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 9 | 5 | 7 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 20 | 36 300 |
| Partially agree | 57 | 62 | 120 500 | |
| Partially disagree | 14 | 10 | 17 200 | |
| Completely disagree | 5 | 3 | 7 700 | |
| Can not say | 8 | 5 | 9 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 44 000 |
| Partially agree | 46 | 45 | 78 400 | |
| Partially disagree | 12 | 11 | 21 000 | |
| Completely disagree | 5 | 4 | 9 600 | |
| Can not say | 15 | 16 | 38 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 63 100 |
| Partially agree | 49 | 50 | 91 800 | |
| Partially disagree | 7 | 6 | 11 500 | |
| Completely disagree | 2 | 2 | 3 800 | |
| Can not say | 10 | 9 | 21 000 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 30 600 |
| Partially agree | 51 | 51 | 103 300 | |
| Partially disagree | 14 | 13 | 24 900 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 16 | 17 | 30 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 21 000 |
| Partially agree | 52 | 54 | 107 100 | |
| Partially disagree | 18 | 16 | 30 600 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 17 | 16 | 28 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 53 600 |
| Partially agree | 58 | 59 | 114 800 | |
| Partially disagree | 9 | 7 | 11 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 9 | 6 | 9 600 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 13 400 |
| Partially agree | 25 | 28 | 49 700 | |
| Partially disagree | 23 | 22 | 40 200 | |
| Completely disagree | 36 | 33 | 67 000 | |
| Can not say | 10 | 9 | 21 000 | |
| I read important magazines from cover to cover | Completely agree | 16 | 18 | 42 100 |
| Partially agree | 33 | 36 | 74 600 | |
| Partially disagree | 29 | 27 | 47 800 | |
| Completely disagree | 17 | 15 | 21 000 | |
| Can not say | 5 | 3 | 3 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 19 100 |
| Partially agree | 45 | 48 | 89 900 | |
| Partially disagree | 28 | 27 | 49 700 | |
| Completely disagree | 10 | 8 | 19 100 | |
| Can not say | 10 | 8 | 15 300 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 19 100 |
| Partially agree | 35 | 35 | 59 300 | |
| Partially disagree | 23 | 23 | 44 000 | |
| Completely disagree | 23 | 22 | 51 700 | |
| Can not say | 9 | 8 | 17 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 19 100 |
| Partially agree | 33 | 36 | 65 000 | |
| Partially disagree | 27 | 26 | 51 700 | |
| Completely disagree | 24 | 21 | 44 000 | |
| Can not say | 8 | 7 | 11 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 18 | 30 600 |
| Partially agree | 50 | 55 | 105 200 | |
| Partially disagree | 19 | 14 | 30 600 | |
| Completely disagree | 13 | 9 | 19 100 | |
| Can not say | 5 | 3 | 5 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 21 000 |
| Partially agree | 29 | 37 | 68 900 | |
| Partially disagree | 27 | 25 | 49 700 | |
| Completely disagree | 29 | 21 | 44 000 | |
| Can not say | 7 | 5 | 9 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 900 |
| Partially agree | 18 | 19 | 23 000 | |
| Partially disagree | 33 | 36 | 63 100 | |
| Completely disagree | 38 | 34 | 78 400 | |
| Can not say | 10 | 10 | 24 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 42 100 |
| Partially agree | 41 | 42 | 89 900 | |
| Partially disagree | 23 | 22 | 34 400 | |
| Completely disagree | 12 | 9 | 13 400 | |
| Can not say | 8 | 7 | 9 600 | 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 | 9 | 19 100 |
| Newspapers | 12 | 13 | 30 600 | |
| Magazine websites | 7 | 7 | 7 700 | |
| Newspaper websites | 8 | 8 | 9 600 | |
| Blogs | 3 | 2 | 1 900 | |
| Social media | 16 | 13 | 17 200 | |
| Other websites | 44 | 40 | 59 300 | |
| Television | 11 | 10 | 15 300 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 10 | 10 | 21 000 | |
| None of these | 39 | 44 | 95 600 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 14 | 34 400 |
| Newspapers | 15 | 17 | 45 900 | |
| Magazine websites | 9 | 12 | 13 400 | |
| Newspaper websites | 11 | 13 | 17 200 | |
| Blogs | 6 | 7 | 3 800 | |
| Social media | 28 | 28 | 32 500 | |
| Other websites | 50 | 51 | 76 500 | |
| Television | 19 | 18 | 38 300 | |
| Radio | 3 | 3 | 3 800 | |
| Direct mail | 35 | 39 | 88 000 | |
| None of these | 16 | 16 | 36 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 27 | 59 300 |
| Newspapers | 8 | 9 | 23 000 | |
| Magazine websites | 10 | 16 | 19 100 | |
| Newspaper websites | 7 | 9 | 13 400 | |
| Blogs | 7 | 11 | 9 600 | |
| Social media | 31 | 41 | 47 800 | |
| Other websites | 17 | 22 | 32 500 | |
| Television | 14 | 18 | 38 300 | |
| Radio | 2 | 3 | 3 800 | |
| Direct mail | 17 | 23 | 55 500 | |
| None of these | 43 | 28 | 61 200 | |
| Information sources, travel | Print magazines | 16 | 20 | 45 900 |
| Newspapers | 15 | 18 | 47 800 | |
| Magazine websites | 10 | 14 | 17 200 | |
| Newspaper websites | 11 | 14 | 17 200 | |
| Blogs | 12 | 16 | 13 400 | |
| Social media | 38 | 43 | 53 600 | |
| Other websites | 49 | 51 | 84 200 | |
| Television | 17 | 19 | 36 300 | |
| Radio | 3 | 3 | 5 700 | |
| Direct mail | 9 | 10 | 26 800 | |
| None of these | 25 | 21 | 51 700 | |
| Information sources, style and fashion | Print magazines | 22 | 31 | 70 800 |
| Newspapers | 11 | 12 | 30 600 | |
| Magazine websites | 12 | 18 | 24 900 | |
| Newspaper websites | 8 | 10 | 15 300 | |
| Blogs | 9 | 13 | 11 500 | |
| Social media | 37 | 45 | 55 500 | |
| Other websites | 34 | 40 | 61 200 | |
| Television | 18 | 21 | 40 200 | |
| Radio | 2 | 2 | 3 800 | |
| Direct mail | 25 | 29 | 70 800 | |
| None of these | 28 | 18 | 42 100 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 45 900 |
| Newspapers | 13 | 14 | 34 400 | |
| Magazine websites | 9 | 13 | 17 200 | |
| Newspaper websites | 9 | 10 | 13 400 | |
| Blogs | 7 | 10 | 9 600 | |
| Social media | 26 | 29 | 32 500 | |
| Other websites | 33 | 34 | 53 600 | |
| Television | 18 | 20 | 34 400 | |
| Radio | 2 | 2 | 3 800 | |
| Direct mail | 27 | 29 | 65 000 | |
| None of these | 31 | 30 | 65 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 46 | 97 600 |
| Newspapers | 25 | 29 | 70 800 | |
| Magazine websites | 21 | 29 | 40 200 | |
| Newspaper websites | 23 | 27 | 36 300 | |
| Blogs | 14 | 20 | 19 100 | |
| Social media | 45 | 51 | 65 000 | |
| Other websites | 32 | 32 | 47 800 | |
| Television | 29 | 29 | 61 200 | |
| Radio | 7 | 6 | 13 400 | |
| Direct mail | 26 | 30 | 70 800 | |
| None of these | 11 | 7 | 13 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 21 000 |
| Newspapers | 10 | 12 | 34 400 | |
| Magazine websites | 3 | 5 | 5 700 | |
| Newspaper websites | 5 | 6 | 9 600 | |
| Blogs | 1 | 3 | 3 800 | |
| Social media | 12 | 14 | 19 100 | |
| Other websites | 27 | 30 | 45 900 | |
| Television | 12 | 13 | 30 600 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 16 | 18 | 44 000 | |
| None of these | 52 | 47 | 88 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 32 | 68 900 |
| Newspapers | 14 | 16 | 36 300 | |
| Magazine websites | 11 | 18 | 19 100 | |
| Newspaper websites | 9 | 12 | 15 300 | |
| Blogs | 7 | 12 | 9 600 | |
| Social media | 31 | 39 | 45 900 | |
| Other websites | 31 | 33 | 47 800 | |
| Television | 19 | 21 | 40 200 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 31 | 35 | 80 300 | |
| None of these | 24 | 17 | 42 100 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 21 000 |
| Newspapers | 11 | 12 | 24 900 | |
| Magazine websites | 6 | 7 | 7 700 | |
| Newspaper websites | 11 | 12 | 15 300 | |
| Blogs | 7 | 9 | 5 700 | |
| Social media | 22 | 22 | 23 000 | |
| Other websites | 32 | 31 | 42 100 | |
| Television | 8 | 7 | 15 300 | |
| Radio | 3 | 3 | 3 800 | |
| Direct mail | 4 | 4 | 9 600 | |
| None of these | 44 | 45 | 105 200 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 18 | 40 200 |
| Newspapers | 13 | 14 | 36 300 | |
| Magazine websites | 8 | 12 | 17 200 | |
| Newspaper websites | 9 | 12 | 19 100 | |
| Blogs | 5 | 7 | 5 700 | |
| Social media | 26 | 32 | 40 200 | |
| Other websites | 39 | 43 | 67 000 | |
| Television | 13 | 13 | 26 800 | |
| Radio | 3 | 3 | 3 800 | |
| Direct mail | 15 | 19 | 44 000 | |
| None of these | 36 | 28 | 61 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 15 | 34 400 |
| Newspapers | 16 | 17 | 44 000 | |
| Magazine websites | 7 | 9 | 9 600 | |
| Newspaper websites | 9 | 11 | 15 300 | |
| Blogs | 5 | 6 | 5 700 | |
| Social media | 26 | 29 | 32 500 | |
| Other websites | 42 | 44 | 61 200 | |
| Television | 14 | 14 | 26 800 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 30 | 35 | 80 300 | |
| None of these | 28 | 24 | 51 700 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 13 | 17 200 |
| Well-being and health | 50 | 66 | 128 200 | |
| Charity work | 13 | 19 | 36 300 | |
| Self development | 32 | 40 | 61 200 | |
| Celebrities | 14 | 21 | 38 300 | |
| Fishing | 16 | 9 | 13 400 | |
| Beauty care and cosmetics | 16 | 29 | 42 100 | |
| Literature | 27 | 43 | 88 000 | |
| Domestic and foreign news | 52 | 60 | 111 000 | |
| Domestic travel | 32 | 43 | 72 700 | |
| Culture | 33 | 47 | 89 900 | |
| Crafts | 25 | 41 | 84 200 | |
| Nature and going outdoor | 52 | 61 | 111 000 | |
| Hunting | 10 | 6 | 7 700 | |
| Style and fashion | 20 | 33 | 61 200 | |
| Music and concerts | 36 | 45 | 76 500 | |
| Going on summer cottage | 29 | 32 | 53 600 | |
| Local affairs | 55 | 66 | 128 200 | |
| Computer/console/mobile playing | 17 | 11 | 9 600 | |
| Politics | 42 | 47 | 86 100 | |
| Gardening and plants | 30 | 51 | 103 300 | |
| Building and renovating | 34 | 34 | 57 400 | |
| Food and drink | 38 | 48 | 82 300 | |
| Cooking, baking, recipes | 38 | 59 | 112 900 | |
| Investment | 23 | 22 | 34 400 | |
| Decorating | 28 | 48 | 86 100 | |
| Economic and finances | 35 | 34 | 61 200 | |
| Science | 35 | 39 | 47 800 | |
| Travelling abroad | 34 | 38 | 59 300 | |
| Sports, exercising | 45 | 41 | 67 000 | |
| Sailing, boating | 10 | 6 | 9 600 | |
| Consumer electronics and information technology | 21 | 15 | 15 300 | |
| Environmental matters | 31 | 41 | 67 000 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 2025
Contact info
Media sales
- Otavamedia Oy
- Uudenmaankatu 10
- 00120 Helsinki
- www.otavamedia.fi
- Mediamyynti Otavamedia
- yrityspalvelu@otavamedia.fi
Media
Publisher
- Otavamedia Oy
Publisher
- Otavamedia Oy
Vastaava päätoimittaja
- Saija Hakoniemi
Address
- Uudenmaankatu 10
- 00120 Helsinki
Postal address
- Uudenmaankatu 10
- 00015 Otavamedia
Phone
- +358 9 15661
- kotiliesi@otavamedia.fi