Kotipuutarha
Kansikuva Kotipuutarha 2026

Kotipuutarha

Finnish horticultural magazine for enthusiastic hobby gardeners published by the Horticultural Society in Finland since 1941.

Issues per year

8 issues per year

Copies

16 000

Magazine website

https://www.kotipuutarha.fi/

Magazine in Social Media
Puutarhaliitto ry Consumer magazines Living, garden, ironmongery and renovation
Useful information Middle-aged NRS Yard and garden maintenance Gardening

Timetables

Issue Publication date Booking Date Material Date Themes and info
1 8.1.2026 28.11.2025 5.12.2025
2 5.2.2026 2.1.2026 9.1.2026
3 5.3.2026 30.1.2026 6.2.2026
4 2.4.2026 27.2.2026 6.3.2026
5 7.5.2026 3.4.2026 10.4.2026
6 - 7 11.6.2026 8.5.2026 15.5.2026
8 - 9 6.8.2026 26.6.2026 3.7.2026
10 7.10.2026 4.9.2026 11.9.2026

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%) Info
2/1 landscape Not specified 445 x 292 mm 5 mm 5 460 €
1/1 portrait Back cover 225 x 292 mm 5 mm 3 640 € Back cover
1/1 portrait 2. Cover 225 x 292 mm 5 mm 3 570 € 2nd cover
1/1 portrait 3. Cover 225 x 292 mm 5 mm 3 470 € 3rd cover
1/1 portrait Not specified 225 x 292 mm 5 mm 3 450 €
1/2 portrait Not specified 115 x 292 mm 5 mm 2 350 €
1/2 landscape Not specified 225 x 148 mm 5 mm 2 350 €
1/4 portrait Not specified 95 x 128 mm 5 mm 1 715 €
*) size without marginal Prices valid until 31.12.2026
Size

220 x 287 mm

Printing method

Offset

Binding

Perfect Binding

Printer

Printall AS

Delivery of ad material and instructions

ilmoitukset@puutarhaliitto.fi

ICC profile

Technical information

Terms of delivery

Check the delivery conditions from the publisher

Ad Placement Size Bleed Price (tax 0%) Info
*) size without marginal Prices valid until 31.12.2027
Size

220 x 287 mm

Printing method

Offset

Binding

Liimasidonta

Printer

Printall AS

Delivery of ad material and instructions

ilmoitukset@puutarhaliitto.fi

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
119 500
Total reach
149 400
How many times read
2,2
Minutes of reading
74 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026

NRS Facts

Print readers include only those who read the printed magazine.

Readers 119 500
Minutes of reading74 min
How many times read2,2
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 78 93 200
Men 49 22 26 300
Native language Finnish 95 95 113 500
Swedish 5 5 6 000
Age 15-24 y 13 5 6 000
25-34 y 14 3 3 600
35-44 y 14 7 8 400
45-54 y 14 13 15 500
55-64 y 15 23 27 500
65+ y 30 49 58 600
Gender + age Female 15-29 years 9 3 3 600
Female 30-49 years 14 13 15 500
Female 50+ years 28 63 75 300
Male 15-29 years 10 3 3 600
Male 30-49 years 15 3 3 600
Male 50+ years 24 16 19 100
Household position Lives at home with parents 7 3 3 600
Lives alone 29 29 34 700
Lives with spouse 36 45 53 800
Lives with spouse and children 23 18 21 500
Single parent 2 2 2 400
Other 2 2 2 400
Grandchildren under 18 years of age Yes 20 31 37 000
No 39 54 64 500
No answer (under 45 year olds) 41 16 19 100
Education Elementary school 4 7 8 400
Secondary school 6 7 8 400
Vocational 26 29 34 700
High school 13 10 12 000
University of Applied Sciences 19 16 19 100
University 30 30 35 800
Something else 2 2 2 400
Decision-maker in grocery purchases Yes 93 95 113 500
No 7 4 4 800
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 83 99 200
No 32 17 20 300
Size of the household 1 pers 28 28 33 500
2 pers 38 49 58 600
3 pers 14 11 13 100
4 pers 12 7 8 400
5+ pers 7 6 7 200
Household income (gross) Below 20 000 € /y 10 6 7 200
20 000 - 35 000 € /y 15 22 26 300
35 001 - 50 000 € /y 18 22 26 300
50 001 - 85 000 € /y 21 20 23 900
85 001 - 100 000 € /y 8 7 8 400
Over 100 000 € /y 12 8 9 600
Dont want to tell 7 10 12 000
Cant say / No answer 9 5 6 000
Family with kids Yes 33 23 27 500
No 67 77 92 000
Number of children in the household (5th grade) 1 child 13 10 12 000
2 children 12 7 8 400
3 children 5 3 3 600
4 children 1 1 1 200
5+ children 1 2 2 400
There are no children 67 77 92 000
Doesn't want to answer 0 0 0
Pets in household Cat 15 15 17 900
Dog 24 24 28 700
Some other pet 5 6 7 200
No pets 62 63 75 300
Health services used in the household Public health services 85 87 104 000
Employer - funded health care services 51 39 46 600
Private, self-funded healthcare services 39 49 58 600
Private health insurance services 27 19 22 700
No health care 1 1 1 200
Can not say 1 0 0
Housing Apartment 33 28 33 500
Row house or semi-detached house 17 16 19 100
Detached house 45 49 58 600
Farm 4 6 7 200
Something else 1 1 1 200
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 84 100 400
Rented residence 22 13 15 500
Right of residence apartment 2 2 2 400
Something else 1 0 0
Can not say 1 1 1 200
Cottage or holiday home in regular use Yes 41 44 52 600
No 58 55 65 700
Can not say 1 1 1 200
Number of cars in household One car 46 49 58 600
Two cars 29 28 33 500
Three or more cars 10 11 13 100
No car 15 12 14 300
Type of car, if buying now New 18 22 26 300
Used 71 67 80 100
Company car 5 2 2 400
Leasing (personal) 9 7 8 400
Shared car 2 1 1 200
Doesn't use a car 8 9 10 800
Can not say 5 7 8 400
Advertising ban at the door / mailbox Yes 29 21 25 100
No 70 78 93 200
Can not say 1 1 1 200
Using AdBlocker or similar application Yes 19 8 9 600
No 75 85 101 600
Can not say 5 6 7 200
Type of municipality (7 class) Greater Helsinki 20 15 17 900
Turku or Tampere 8 7 8 400
Oulu 4 2 2 400
70 000 - 150 000 inhabitants town 14 11 13 100
Urban municipality 24 29 34 700
Conurbation 17 20 23 900
Countryside 12 17 20 300
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 25 29 900
5-6 days a week 4 8 9 600
1-4 days a week 23 31 37 000
Monthly 25 24 28 700
Rarely 27 10 12 000
Never 9 2 2 400
Can not say 1 1 1 200
The frequency of reading: Magazine content in digital format Daily 23 26 31 100
5-6 days a week 5 4 4 800
1-4 days a week 18 20 23 900
Monthly 16 13 15 500
Rarely 24 23 27 500
Never 13 13 15 500
Can not say 1 1 1 200
The frequency of reading: Print newspapers or afternoon papers Daily 24 40 47 800
5-6 days a week 4 8 9 600
1-4 days a week 22 24 28 700
Monthly 16 12 14 300
Rarely 25 13 15 500
Never 9 3 3 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 54 64 500
5-6 days a week 9 7 8 400
1-4 days a week 16 16 19 100
Monthly 7 6 7 200
Rarely 8 11 13 100
Never 5 6 7 200
Can not say 0 1 1 200
The frequency of reading: Free and local newspapers Daily 4 6 7 200
5-6 days a week 3 6 7 200
1-4 days a week 38 47 56 200
Monthly 20 18 21 500
Rarely 24 17 20 300
Never 10 5 6 000
Can not say 1 1 1 200
The frequency of watching: Free online TV services Daily 19 24 28 700
5-6 days a week 10 12 14 300
1-4 days a week 29 27 32 300
Monthly 20 16 19 100
Rarely 15 12 14 300
Never 6 9 10 800
Can not say 1 1 1 200
The frequency of watching: Pay TV and streaming services Daily 17 13 15 500
5-6 days a week 10 8 9 600
1-4 days a week 22 17 20 300
Monthly 9 8 9 600
Rarely 12 12 14 300
Never 29 40 47 800
Can not say 1 1 1 200
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 57 68 100
5-6 days a week 10 11 13 100
1-4 days a week 19 15 17 900
Monthly 12 7 8 400
Rarely 13 7 8 400
Never 4 3 3 600
Can not say 0 1 1 200
The frequency of watching: Programs of commercial TV channels Daily 33 43 51 400
5-6 days a week 11 11 13 100
1-4 days a week 20 17 20 300
Monthly 12 8 9 600
Rarely 14 9 10 800
Never 9 11 13 100
Can not say 1 1 1 200
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 35 41 800
5-6 days a week 5 7 8 400
1-4 days a week 15 14 16 700
Monthly 13 10 12 000
Rarely 27 22 26 300
Never 16 12 14 300
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 20 23 900
5-6 days a week 9 8 9 600
1-4 days a week 19 16 19 100
Monthly 14 12 14 300
Rarely 23 23 27 500
Never 17 21 25 100
Can not say 1 1 1 200
The frequency of listening: Podcasts Daily 7 5 6 000
5-6 days a week 4 3 3 600
1-4 days a week 12 7 8 400
Monthly 14 12 14 300
Rarely 26 27 32 300
Never 35 42 50 200
Can not say 2 3 3 600
User frequency and following: Social media Daily 62 59 70 500
5-6 days a week 7 7 8 400
1-4 days a week 7 8 9 600
Monthly 3 3 3 600
Rarely 6 6 7 200
Never 15 18 21 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 13 100
5-6 days a week 5 3 3 600
1-4 days a week 13 9 10 800
Monthly 8 8 9 600
Rarely 20 24 28 700
Never 36 45 53 800
Can not say 1 1 1 200
Reading frequency: Printed books Daily 17 24 28 700
5-6 days a week 6 7 8 400
1-4 days a week 15 15 17 900
Monthly 22 20 23 900
Rarely 34 28 33 500
Never 7 5 6 000
Can not say 0 0 0
Reading frequency: E-books Daily 3 4 4 800
5-6 days a week 2 1 1 200
1-4 days a week 4 4 4 800
Monthly 6 5 6 000
Rarely 30 26 31 100
Never 54 59 70 500
Can not say 1 1 1 200
Listening frequency: Audiobooks Daily 8 9 10 800
5-6 days a week 3 2 2 400
1-4 days a week 6 5 6 000
Monthly 8 8 9 600
Rarely 23 20 23 900
Never 52 55 65 700
Can not say 1 0 0
Usage/viewing frequency: YouTube Daily 22 11 13 100
5-6 days a week 9 7 8 400
1-4 days a week 20 19 22 700
Monthly 20 21 25 100
Rarely 19 23 27 500
Never 10 18 21 500
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 2 2 400
5-6 days a week 2 1 1 200
1-4 days a week 7 6 7 200
Monthly 8 6 7 200
Rarely 13 10 12 000
Never 52 60 71 700
Cant say / No answer 11 14 16 700
Usage/following: Facebook Daily 40 47 56 200
5-6 days a week 6 6 7 200
1-4 days a week 11 10 12 000
Monthly 5 3 3 600
Rarely 10 6 7 200
Never 17 14 16 700
Cant say / No answer 10 13 15 500
Usage/Following: Instagram Daily 37 33 39 400
5-6 days a week 6 5 6 000
1-4 days a week 9 8 9 600
Monthly 5 4 4 800
Rarely 8 9 10 800
Never 25 28 33 500
Cant say / No answer 10 14 16 700
Usage/following rate: Snapchat Daily 16 7 8 400
5-6 days a week 2 1 1 200
1-4 days a week 2 2 2 400
Monthly 2 1 1 200
Rarely 5 5 6 000
Never 62 69 82 500
Cant say / No answer 11 14 16 700
Usage/following: X (formerly Twitter) Daily 4 2 2 400
5-6 days a week 2 1 1 200
1-4 days a week 4 2 2 400
Monthly 3 2 2 400
Rarely 11 9 10 800
Never 66 70 83 600
Cant say / No answer 10 13 15 500
Usage/Following: TikTok Daily 13 6 7 200
5-6 days a week 2 1 1 200
1-4 days a week 4 2 2 400
Monthly 3 2 2 400
Rarely 8 8 9 600
Never 62 66 78 900
Cant say / No answer 10 14 16 700
Usage/following frequency: Jodel Daily 3 1 1 200
5-6 days a week 1 0 0
1-4 days a week 2 1 1 200
Monthly 3 1 1 200
Rarely 6 4 4 800
Never 71 72 86 000
Cant say / No answer 15 20 23 900
Usage/following frequency: Threads Daily 3 3 3 600
5-6 days a week 1 1 1 200
1-4 days a week 4 3 3 600
Monthly 3 2 2 400
Rarely 5 4 4 800
Never 69 66 78 900
Cant say / No answer 15 20 23 900
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 1 200
Monthly 1 1 1 200
Rarely 3 2 2 400
Never 80 76 90 800
Cant say / No answer 15 20 23 900
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 14 16 700
Partially agree 42 39 46 600
Partially disagree 29 32 38 200
Completely disagree 10 11 13 100
Can not say 3 3 3 600
I prefer domestic products Completely agree 33 39 46 600
Partially agree 55 53 63 300
Partially disagree 9 6 7 200
Completely disagree 1 1 1 200
Can not say 2 1 1 200
I consciously make responsible choices in my consumption Completely agree 21 24 28 700
Partially agree 54 57 68 100
Partially disagree 18 15 17 900
Completely disagree 4 2 2 400
Can not say 4 3 3 600
When shopping, quality is more important to me than price Completely agree 24 23 27 500
Partially agree 58 61 72 900
Partially disagree 14 12 14 300
Completely disagree 1 1 1 200
Can not say 3 3 3 600
I usually choose the cheapest option Completely agree 13 12 14 300
Partially agree 48 50 59 800
Partially disagree 32 31 37 000
Completely disagree 5 5 6 000
Can not say 2 2 2 400
I often take advantage of discount and campaign prices in my purchases Completely agree 39 40 47 800
Partially agree 49 50 59 800
Partially disagree 9 8 9 600
Completely disagree 2 1 1 200
Can not say 1 1 1 200
In my circle of friends, I am often the first to try new things Completely agree 5 5 6 000
Partially agree 23 23 27 500
Partially disagree 38 37 44 200
Completely disagree 24 26 31 100
Can not say 10 10 12 000
In my opinion, money is for consumption and not for saving Completely agree 5 4 4 800
Partially agree 37 36 43 000
Partially disagree 43 46 55 000
Completely disagree 10 11 13 100
Can not say 4 4 4 800
I prefer local shops and services Completely agree 28 33 39 400
Partially agree 58 58 69 300
Partially disagree 11 7 8 400
Completely disagree 1 1 1 200
Can not say 2 1 1 200
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 4 800
Partially agree 27 24 28 700
Partially disagree 28 32 38 200
Completely disagree 33 33 39 400
Can not say 7 7 8 400
When I want a certain brand of product, the price doesn't matter Completely agree 9 7 8 400
Partially agree 32 34 40 600
Partially disagree 36 37 44 200
Completely disagree 20 19 22 700
Can not say 3 3 3 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 18 21 500
Partially agree 49 57 68 100
Partially disagree 23 18 21 500
Completely disagree 7 4 4 800
Can not say 5 4 4 800
Ecology is an important purchase reason for me Completely agree 18 21 25 100
Partially agree 50 55 65 700
Partially disagree 23 18 21 500
Completely disagree 6 3 3 600
Can not say 4 3 3 600
I prefer well-known brands Completely agree 13 13 15 500
Partially agree 59 60 71 700
Partially disagree 20 20 23 900
Completely disagree 5 4 4 800
Can not say 3 3 3 600
I prefer used products in my purchases Completely agree 15 14 16 700
Partially agree 39 39 46 600
Partially disagree 31 30 35 800
Completely disagree 11 13 15 500
Can not say 3 4 4 800
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 15 17 900
Quite positively 61 62 74 100
Quite negatively 16 15 17 900
Very negative 4 2 2 400
Can not say 6 5 6 000
Magazines Very positive 12 13 15 500
Quite positively 60 62 74 100
Quite negatively 18 16 19 100
Very negative 4 3 3 600
Can not say 7 7 8 400
Free and local newspapers Very positive 22 25 29 900
Quite positively 56 58 69 300
Quite negatively 11 9 10 800
Very negative 4 2 2 400
Can not say 6 6 7 200
Newspaper/Magazine websites or applications Very positive 5 6 7 200
Quite positively 43 43 51 400
Quite negatively 33 30 35 800
Very negative 11 9 10 800
Can not say 8 12 14 300
Social media (Facebook, Instagram etc.) Very positive 5 4 4 800
Quite positively 30 28 33 500
Quite negatively 35 36 43 000
Very negative 19 16 19 100
Can not say 11 15 17 900
Influencer advertising (e.g. in social media) Very positive 4 2 2 400
Quite positively 25 22 26 300
Quite negatively 35 37 44 200
Very negative 23 22 26 300
Can not say 13 17 20 300
Newsletters to email Very positive 2 2 2 400
Quite positively 16 16 19 100
Quite negatively 35 38 45 400
Very negative 45 40 47 800
Can not say 3 4 4 800
Other websites Very positive 2 2 2 400
Quite positively 32 30 35 800
Quite negatively 39 39 46 600
Very negative 15 12 14 300
Can not say 12 16 19 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 7 200
Quite positively 44 46 55 000
Quite negatively 31 31 37 000
Very negative 14 12 14 300
Can not say 4 5 6 000
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 3 3 600
Quite positively 33 34 40 600
Quite negatively 35 34 40 600
Very negative 21 21 25 100
Can not say 7 8 9 600
Home delivered advertisements and catalogues Very positive 14 19 22 700
Quite positively 44 48 57 400
Quite negatively 21 18 21 500
Very negative 15 10 12 000
Can not say 5 6 7 200
Out-of-home advertising Very positive 11 9 10 800
Quite positively 51 49 58 600
Quite negatively 22 24 28 700
Very negative 9 8 9 600
Can not say 8 11 13 100
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 22 26 300
Partially agree 59 62 74 100
Partially disagree 10 8 9 600
Completely disagree 3 3 3 600
Can not say 11 6 7 200
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 21 25 100
Partially agree 56 60 71 700
Partially disagree 14 9 10 800
Completely disagree 4 3 3 600
Can not say 10 7 8 400
When reading a magazine, I don't multitask Completely agree 33 40 47 800
Partially agree 39 42 50 200
Partially disagree 17 12 14 300
Completely disagree 4 2 2 400
Can not say 8 5 6 000
A professional magazine keeps me up to date on professional matters Completely agree 21 24 28 700
Partially agree 44 45 53 800
Partially disagree 11 10 12 000
Completely disagree 5 4 4 800
Can not say 18 18 21 500
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 41 800
Partially agree 47 48 57 400
Partially disagree 7 5 6 000
Completely disagree 3 2 2 400
Can not say 12 9 10 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 17 20 300
Partially agree 51 54 64 500
Partially disagree 13 12 14 300
Completely disagree 3 2 2 400
Can not say 18 16 19 100
Finnish magazines offer reliable product recommendations Completely agree 10 12 14 300
Partially agree 50 52 62 100
Partially disagree 17 16 19 100
Completely disagree 3 2 2 400
Can not say 20 17 20 300
Finnish magazines are of high quality Completely agree 22 29 34 700
Partially agree 57 55 65 700
Partially disagree 9 7 8 400
Completely disagree 1 1 1 200
Can not say 10 7 8 400
Ads in magazines make new things familiar Completely agree 10 14 16 700
Partially agree 48 50 59 800
Partially disagree 22 20 23 900
Completely disagree 7 7 8 400
Can not say 13 9 10 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 14 300
Partially agree 33 37 44 200
Partially disagree 22 22 26 300
Completely disagree 22 21 25 100
Can not say 11 8 9 600
I have purchased products based on the ad in magazine Completely agree 9 10 12 000
Partially agree 31 35 41 800
Partially disagree 26 26 31 100
Completely disagree 24 22 26 300
Can not say 10 7 8 400
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 19 22 700
Partially agree 48 53 63 300
Partially disagree 20 14 16 700
Completely disagree 12 10 12 000
Can not say 7 4 4 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 11 13 100
Partially agree 28 36 43 000
Partially disagree 27 26 31 100
Completely disagree 28 22 26 300
Can not say 10 6 7 200
Advertising published in magazines is trustworthy Completely agree 4 5 6 000
Partially agree 36 38 45 400
Partially disagree 35 34 40 600
Completely disagree 9 7 8 400
Can not say 16 16 19 100
The free customer magazine is an important customer benefit for me Completely agree 15 24 28 700
Partially agree 39 44 52 600
Partially disagree 23 18 21 500
Completely disagree 12 7 8 400
Can not say 10 7 8 400
I follow one or more magazines on social media Completely agree 7 8 9 600
Partially agree 20 21 25 100
Partially disagree 23 23 27 500
Completely disagree 42 42 50 200
Can not say 7 6 7 200
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 40 47 800
Partially agree 27 25 29 900
Partially disagree 11 13 15 500
Completely disagree 14 20 23 900
Can not say 2 2 2 400
I usually read many articles at once when I visit magazine websites Completely agree 35 33 39 400
Partially agree 39 39 46 600
Partially disagree 13 12 14 300
Completely disagree 10 13 15 500
Can not say 3 3 3 600
I often end up on newspaper websites through social media or other links Completely agree 18 16 19 100
Partially agree 33 33 39 400
Partially disagree 21 21 25 100
Completely disagree 24 25 29 900
Can not say 4 5 6 000
I read newspaper websites or apps several times a day Completely agree 19 17 20 300
Partially agree 33 31 37 000
Partially disagree 25 24 28 700
Completely disagree 21 26 31 100
Can not say 3 3 3 600
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 20 23 900
Partially agree 21 21 25 100
Partially disagree 17 15 17 900
Completely disagree 37 37 44 200
Can not say 8 6 7 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 25 29 900
Partially agree 52 51 60 900
Partially disagree 12 11 13 100
Completely disagree 4 4 4 800
Can not say 8 9 10 800
I want to know if media content has been generated using AI Completely agree 75 72 86 000
Partially agree 16 17 20 300
Partially disagree 3 3 3 600
Completely disagree 2 2 2 400
Can not say 5 6 7 200
I am willing to pay for well-crafted journalistic content Completely agree 31 33 39 400
Partially agree 39 41 49 000
Partially disagree 15 12 14 300
Completely disagree 8 5 6 000
Can not say 7 9 10 800
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 63 75 300
Cosmetics and beauty care 16 23 27 500
Interior design and furniture 26 33 39 400
Renovation and building 24 26 31 100
Domestic appliances 10 10 12 000
Consumer electronics and IT equipment 13 9 10 800
Saving and investing 14 12 14 300
Style and fashion 21 29 34 700
Cars 14 9 10 800
Travelling 23 27 32 300
Sports clothing, footwear or equipment 14 16 19 100
Health and wellness products/services 19 28 33 500
None of these 16 11 13 100
Can not say 10 8 9 600
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 52 62 100
Cosmetics and beauty care 17 21 25 100
Interior design and furniture 21 23 27 500
Renovation and building 21 18 21 500
Domestic appliances 10 9 10 800
Consumer electronics and IT equipment 17 9 10 800
Saving and investing 13 10 12 000
Style and fashion 19 25 29 900
Cars 13 9 10 800
Travelling 23 24 28 700
Sports clothing, footwear or equipment 16 16 19 100
Health and wellness products/services 18 22 26 300
None of these 21 22 26 300
Can not say 12 14 16 700
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 14 16 700
Well-being and health 50 64 76 500
Charity work 14 21 25 100
Self development 32 35 41 800
Celebrities 13 11 13 100
Fishing 15 14 16 700
Beauty care and cosmetics 16 17 20 300
Literature 29 43 51 400
Domestic and foreign news 51 58 69 300
Domestic travel 33 40 47 800
Culture 34 45 53 800
Crafts 25 44 52 600
Nature and going outdoor 52 63 75 300
Hunting 9 7 8 400
Style and fashion 20 22 26 300
Music and concerts 37 37 44 200
Going on summer cottage 29 35 41 800
Local affairs 56 65 77 700
Computer/console/mobile playing 17 6 7 200
Politics 43 44 52 600
Gardening and plants 29 78 93 200
Online gambling or betting 5 3 3 600
Building and renovating 34 41 49 000
Food and drink 38 36 43 000
Cooking, baking, recipes 38 56 66 900
Investment 24 16 19 100
Decorating 28 48 57 400
Economic and finances 36 32 38 200
Science 37 30 35 800
Travelling abroad 34 32 38 200
Sports, exercising 45 33 39 400
Sailing, boating 9 8 9 600
Consumer electronics and information technology 20 8 9 600
Environmental matters 31 42 50 200
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 1 1 200
Buying an apartment 11 7 8 400
Home renovation 27 29 34 700
Buying a car 27 25 29 900
Buying a boat 3 2 2 400
None of these 51 53 63 300
Purchases in the last 12 months Furniture and furnishings 43 40 47 800
Repair and construction products 38 38 45 400
Domestic appliances 37 39 46 600
Electronics or IT products 49 38 45 400
Cars 19 15 17 900
Clothing and footwear 84 84 100 400
Eyeglasses, contact lenses or sunglasses 36 41 49 000
Sports clothing, footwear or equipment 57 53 63 300
Saving or investing products or services 32 28 33 500
Cosmetics and beauty products 49 59 70 500
Mobile phones 29 26 31 100
Travels 50 50 59 800
Products and services for health and well-being 61 68 81 300
None of the above 1 1 1 200
Intentions to purchase within 12 months Furniture and furnishings 29 25 29 900
Repair and construction products 33 34 40 600
Domestic appliances 17 17 20 300
Electronics or IT products 27 17 20 300
Cars 14 11 13 100
Clothing and footwear 68 66 78 900
Eyeglasses, contact lenses or sunglasses 27 30 35 800
Sports clothing, footwear or equipment 43 38 45 400
Saving or investing products or services 27 22 26 300
Cosmetics and beauty products 39 47 56 200
Mobile phones 15 11 13 100
Travels 46 44 52 600
Products and services for health and well-being 50 58 69 300
None of the above 6 5 6 000
Will consider switching over the next 12 months Bank 7 7 8 400
Insurance company 11 7 8 400
electric company 15 12 14 300
Internet Connection 10 7 8 400
Phone-subscription 17 13 15 500
None of the above 48 52 62 100
Can not say 17 18 21 500
Uses of extra money Travelling 43 42 50 200
Exercise hobbies and equipment 28 23 27 500
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 42 50 200
Eating, drinking, partying in a restaurant 38 31 37 000
Health services and one's own well-being 22 29 34 700
Renovation, decoration 23 28 33 500
Home services (cleaning and other housekeeping services) 6 10 12 000
Pet services and supplies 11 11 13 100
Car, boat, motorcycle 13 9 10 800
Entertainment electronics and information technology equipment, mobile phones 14 6 7 200
Streaming services and channel packages (music, series, films, sports) 17 11 13 100
Magazine/newspaper subscriptions (print or digital) 9 12 14 300
Books (print, e-books, audiobooks) 18 19 22 700
Clothes, shoes and bags 24 23 27 500
Cosmetics and beauty care 13 14 16 700
Saving, investing 50 45 53 800
Other 7 7 8 400
There is no extra money after mandatory expenses 8 9 10 800
Can not say 3 4 4 800
Source: NRS 2026

The total audience includes those who read printed and digital magazines.

Total reach 149 400
Only print 113 500
Only print 29 900
Print and online 6 000
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 76 93 200
Men 49 24 26 300
Native language Finnish 95 95 113 500
Swedish 5 5 6 000
Age 15-24 y 13 5 6 000
25-34 y 14 4 3 600
35-44 y 14 9 8 400
45-54 y 14 13 15 500
55-64 y 15 23 27 500
65+ y 30 46 58 600
Gender + age Female 15-29 years 9 4 3 600
Female 30-49 years 14 14 15 500
Female 50+ years 28 59 75 300
Male 15-29 years 10 3 3 600
Male 30-49 years 15 4 3 600
Male 50+ years 24 17 19 100
Household position Lives at home with parents 7 3 3 600
Lives alone 29 28 34 700
Lives with spouse 36 44 53 800
Lives with spouse and children 23 20 21 500
Single parent 2 2 2 400
Other 2 2 2 400
Grandchildren under 18 years of age Yes 20 30 37 000
No 39 52 64 500
No answer (under 45 year olds) 41 18 19 100
Education Elementary school 4 6 8 400
Secondary school 6 6 8 400
Vocational 26 28 34 700
High school 13 11 12 000
University of Applied Sciences 19 17 19 100
University 30 29 35 800
Something else 2 2 2 400
Decision-maker in grocery purchases Yes 93 95 113 500
No 7 4 4 800
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 81 99 200
No 32 19 20 300
Size of the household 1 pers 28 27 33 500
2 pers 38 47 58 600
3 pers 14 12 13 100
4 pers 12 8 8 400
5+ pers 7 6 7 200
Household income (gross) Below 20 000 € /y 10 7 7 200
20 000 - 35 000 € /y 15 21 26 300
35 001 - 50 000 € /y 18 21 26 300
50 001 - 85 000 € /y 21 20 23 900
85 001 - 100 000 € /y 8 7 8 400
Over 100 000 € /y 12 10 9 600
Dont want to tell 7 9 12 000
Cant say / No answer 9 6 6 000
Family with kids Yes 33 25 27 500
No 67 75 92 000
Number of children in the household (5th grade) 1 child 13 10 12 000
2 children 12 9 8 400
3 children 5 3 3 600
4 children 1 1 1 200
5+ children 1 2 2 400
There are no children 67 75 92 000
Doesn't want to answer 0 0 0
Pets in household Cat 15 16 17 900
Dog 24 25 28 700
Some other pet 5 6 7 200
No pets 62 61 75 300
Health services used in the household Public health services 85 87 104 000
Employer - funded health care services 51 42 46 600
Private, self-funded healthcare services 39 48 58 600
Private health insurance services 27 21 22 700
No health care 1 1 1 200
Can not say 1 0 0
Housing Apartment 33 28 33 500
Row house or semi-detached house 17 16 19 100
Detached house 45 49 58 600
Farm 4 6 7 200
Something else 1 1 1 200
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 83 100 400
Rented residence 22 14 15 500
Right of residence apartment 2 2 2 400
Something else 1 0 0
Can not say 1 1 1 200
Cottage or holiday home in regular use Yes 41 44 52 600
No 58 55 65 700
Can not say 1 1 1 200
Number of cars in household One car 46 49 58 600
Two cars 29 29 33 500
Three or more cars 10 11 13 100
No car 15 12 14 300
Type of car, if buying now New 18 22 26 300
Used 71 67 80 100
Company car 5 2 2 400
Leasing (personal) 9 7 8 400
Shared car 2 2 1 200
Doesn't use a car 8 9 10 800
Can not say 5 6 8 400
Advertising ban at the door / mailbox Yes 29 22 25 100
No 70 78 93 200
Can not say 1 0 1 200
Using AdBlocker or similar application Yes 19 10 9 600
No 75 84 101 600
Can not say 5 6 7 200
Type of municipality (7 class) Greater Helsinki 20 16 17 900
Turku or Tampere 8 6 8 400
Oulu 4 2 2 400
70 000 - 150 000 inhabitants town 14 11 13 100
Urban municipality 24 28 34 700
Conurbation 17 20 23 900
Countryside 12 16 20 300
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 22 29 900
5-6 days a week 4 7 9 600
1-4 days a week 23 30 37 000
Monthly 25 26 28 700
Rarely 27 12 12 000
Never 9 2 2 400
Can not say 1 1 1 200
The frequency of reading: Magazine content in digital format Daily 23 28 31 100
5-6 days a week 5 6 4 800
1-4 days a week 18 21 23 900
Monthly 16 13 15 500
Rarely 24 20 27 500
Never 13 10 15 500
Can not say 1 1 1 200
The frequency of reading: Print newspapers or afternoon papers Daily 24 37 47 800
5-6 days a week 4 7 9 600
1-4 days a week 22 25 28 700
Monthly 16 12 14 300
Rarely 25 15 15 500
Never 9 3 3 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 57 64 500
5-6 days a week 9 8 8 400
1-4 days a week 16 15 19 100
Monthly 7 5 7 200
Rarely 8 9 13 100
Never 5 5 7 200
Can not say 0 0 1 200
The frequency of reading: Free and local newspapers Daily 4 5 7 200
5-6 days a week 3 5 7 200
1-4 days a week 38 47 56 200
Monthly 20 18 21 500
Rarely 24 18 20 300
Never 10 5 6 000
Can not say 1 1 1 200
The frequency of watching: Free online TV services Daily 19 24 28 700
5-6 days a week 10 12 14 300
1-4 days a week 29 28 32 300
Monthly 20 16 19 100
Rarely 15 12 14 300
Never 6 8 10 800
Can not say 1 0 1 200
The frequency of watching: Pay TV and streaming services Daily 17 14 15 500
5-6 days a week 10 8 9 600
1-4 days a week 22 18 20 300
Monthly 9 9 9 600
Rarely 12 12 14 300
Never 29 39 47 800
Can not say 1 1 1 200
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 55 68 100
5-6 days a week 10 11 13 100
1-4 days a week 19 16 17 900
Monthly 12 8 8 400
Rarely 13 8 8 400
Never 4 2 3 600
Can not say 0 1 1 200
The frequency of watching: Programs of commercial TV channels Daily 33 42 51 400
5-6 days a week 11 12 13 100
1-4 days a week 20 18 20 300
Monthly 12 8 9 600
Rarely 14 10 10 800
Never 9 10 13 100
Can not say 1 0 1 200
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 34 41 800
5-6 days a week 5 7 8 400
1-4 days a week 15 15 16 700
Monthly 13 10 12 000
Rarely 27 22 26 300
Never 16 12 14 300
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 19 23 900
5-6 days a week 9 8 9 600
1-4 days a week 19 17 19 100
Monthly 14 12 14 300
Rarely 23 23 27 500
Never 17 19 25 100
Can not say 1 1 1 200
The frequency of listening: Podcasts Daily 7 5 6 000
5-6 days a week 4 3 3 600
1-4 days a week 12 8 8 400
Monthly 14 13 14 300
Rarely 26 27 32 300
Never 35 41 50 200
Can not say 2 3 3 600
User frequency and following: Social media Daily 62 60 70 500
5-6 days a week 7 6 8 400
1-4 days a week 7 8 9 600
Monthly 3 3 3 600
Rarely 6 6 7 200
Never 15 17 21 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 13 100
5-6 days a week 5 3 3 600
1-4 days a week 13 10 10 800
Monthly 8 8 9 600
Rarely 20 23 28 700
Never 36 43 53 800
Can not say 1 1 1 200
Reading frequency: Printed books Daily 17 23 28 700
5-6 days a week 6 7 8 400
1-4 days a week 15 16 17 900
Monthly 22 20 23 900
Rarely 34 28 33 500
Never 7 5 6 000
Can not say 0 0 0
Reading frequency: E-books Daily 3 4 4 800
5-6 days a week 2 1 1 200
1-4 days a week 4 4 4 800
Monthly 6 5 6 000
Rarely 30 27 31 100
Never 54 58 70 500
Can not say 1 1 1 200
Listening frequency: Audiobooks Daily 8 9 10 800
5-6 days a week 3 3 2 400
1-4 days a week 6 5 6 000
Monthly 8 8 9 600
Rarely 23 20 23 900
Never 52 55 65 700
Can not say 1 1 0
Usage/viewing frequency: YouTube Daily 22 12 13 100
5-6 days a week 9 7 8 400
1-4 days a week 20 20 22 700
Monthly 20 22 25 100
Rarely 19 23 27 500
Never 10 16 21 500
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 3 2 400
5-6 days a week 2 2 1 200
1-4 days a week 7 6 7 200
Monthly 8 6 7 200
Rarely 13 11 12 000
Never 52 59 71 700
Cant say / No answer 11 14 16 700
Usage/following: Facebook Daily 40 48 56 200
5-6 days a week 6 6 7 200
1-4 days a week 11 10 12 000
Monthly 5 4 3 600
Rarely 10 7 7 200
Never 17 14 16 700
Cant say / No answer 10 12 15 500
Usage/Following: Instagram Daily 37 34 39 400
5-6 days a week 6 5 6 000
1-4 days a week 9 8 9 600
Monthly 5 4 4 800
Rarely 8 8 10 800
Never 25 27 33 500
Cant say / No answer 10 13 16 700
Usage/following rate: Snapchat Daily 16 8 8 400
5-6 days a week 2 1 1 200
1-4 days a week 2 2 2 400
Monthly 2 1 1 200
Rarely 5 5 6 000
Never 62 69 82 500
Cant say / No answer 11 13 16 700
Usage/following: X (formerly Twitter) Daily 4 3 2 400
5-6 days a week 2 1 1 200
1-4 days a week 4 2 2 400
Monthly 3 3 2 400
Rarely 11 9 10 800
Never 66 70 83 600
Cant say / No answer 10 12 15 500
Usage/Following: TikTok Daily 13 6 7 200
5-6 days a week 2 1 1 200
1-4 days a week 4 3 2 400
Monthly 3 2 2 400
Rarely 8 9 9 600
Never 62 66 78 900
Cant say / No answer 10 13 16 700
Usage/following frequency: Jodel Daily 3 2 1 200
5-6 days a week 1 0 0
1-4 days a week 2 1 1 200
Monthly 3 1 1 200
Rarely 6 5 4 800
Never 71 73 86 000
Cant say / No answer 15 18 23 900
Usage/following frequency: Threads Daily 3 3 3 600
5-6 days a week 1 1 1 200
1-4 days a week 4 3 3 600
Monthly 3 2 2 400
Rarely 5 4 4 800
Never 69 67 78 900
Cant say / No answer 15 18 23 900
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 1 200
Monthly 1 1 1 200
Rarely 3 3 2 400
Never 80 77 90 800
Cant say / No answer 15 18 23 900
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 14 16 700
Partially agree 42 40 46 600
Partially disagree 29 31 38 200
Completely disagree 10 11 13 100
Can not say 3 3 3 600
I prefer domestic products Completely agree 33 38 46 600
Partially agree 55 54 63 300
Partially disagree 9 7 7 200
Completely disagree 1 1 1 200
Can not say 2 1 1 200
I consciously make responsible choices in my consumption Completely agree 21 24 28 700
Partially agree 54 56 68 100
Partially disagree 18 15 17 900
Completely disagree 4 2 2 400
Can not say 4 3 3 600
When shopping, quality is more important to me than price Completely agree 24 23 27 500
Partially agree 58 61 72 900
Partially disagree 14 12 14 300
Completely disagree 1 1 1 200
Can not say 3 3 3 600
I usually choose the cheapest option Completely agree 13 12 14 300
Partially agree 48 50 59 800
Partially disagree 32 31 37 000
Completely disagree 5 5 6 000
Can not say 2 2 2 400
I often take advantage of discount and campaign prices in my purchases Completely agree 39 40 47 800
Partially agree 49 50 59 800
Partially disagree 9 8 9 600
Completely disagree 2 1 1 200
Can not say 1 1 1 200
In my circle of friends, I am often the first to try new things Completely agree 5 4 6 000
Partially agree 23 23 27 500
Partially disagree 38 37 44 200
Completely disagree 24 26 31 100
Can not say 10 10 12 000
In my opinion, money is for consumption and not for saving Completely agree 5 4 4 800
Partially agree 37 36 43 000
Partially disagree 43 45 55 000
Completely disagree 10 11 13 100
Can not say 4 4 4 800
I prefer local shops and services Completely agree 28 32 39 400
Partially agree 58 60 69 300
Partially disagree 11 7 8 400
Completely disagree 1 1 1 200
Can not say 2 1 1 200
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 4 800
Partially agree 27 24 28 700
Partially disagree 28 31 38 200
Completely disagree 33 34 39 400
Can not say 7 7 8 400
When I want a certain brand of product, the price doesn't matter Completely agree 9 8 8 400
Partially agree 32 34 40 600
Partially disagree 36 37 44 200
Completely disagree 20 19 22 700
Can not say 3 3 3 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 18 21 500
Partially agree 49 55 68 100
Partially disagree 23 19 21 500
Completely disagree 7 4 4 800
Can not say 5 4 4 800
Ecology is an important purchase reason for me Completely agree 18 21 25 100
Partially agree 50 55 65 700
Partially disagree 23 18 21 500
Completely disagree 6 3 3 600
Can not say 4 3 3 600
I prefer well-known brands Completely agree 13 13 15 500
Partially agree 59 59 71 700
Partially disagree 20 20 23 900
Completely disagree 5 5 4 800
Can not say 3 3 3 600
I prefer used products in my purchases Completely agree 15 14 16 700
Partially agree 39 40 46 600
Partially disagree 31 30 35 800
Completely disagree 11 13 15 500
Can not say 3 3 4 800
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 15 17 900
Quite positively 61 61 74 100
Quite negatively 16 15 17 900
Very negative 4 3 2 400
Can not say 6 5 6 000
Magazines Very positive 12 13 15 500
Quite positively 60 61 74 100
Quite negatively 18 17 19 100
Very negative 4 3 3 600
Can not say 7 6 8 400
Free and local newspapers Very positive 22 25 29 900
Quite positively 56 58 69 300
Quite negatively 11 9 10 800
Very negative 4 2 2 400
Can not say 6 6 7 200
Newspaper/Magazine websites or applications Very positive 5 6 7 200
Quite positively 43 43 51 400
Quite negatively 33 31 35 800
Very negative 11 9 10 800
Can not say 8 10 14 300
Social media (Facebook, Instagram etc.) Very positive 5 4 4 800
Quite positively 30 28 33 500
Quite negatively 35 37 43 000
Very negative 19 16 19 100
Can not say 11 14 17 900
Influencer advertising (e.g. in social media) Very positive 4 2 2 400
Quite positively 25 23 26 300
Quite negatively 35 37 44 200
Very negative 23 22 26 300
Can not say 13 17 20 300
Newsletters to email Very positive 2 2 2 400
Quite positively 16 16 19 100
Quite negatively 35 38 45 400
Very negative 45 40 47 800
Can not say 3 4 4 800
Other websites Very positive 2 3 2 400
Quite positively 32 31 35 800
Quite negatively 39 39 46 600
Very negative 15 12 14 300
Can not say 12 15 19 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 7 200
Quite positively 44 46 55 000
Quite negatively 31 31 37 000
Very negative 14 12 14 300
Can not say 4 5 6 000
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 3 3 600
Quite positively 33 34 40 600
Quite negatively 35 34 40 600
Very negative 21 21 25 100
Can not say 7 8 9 600
Home delivered advertisements and catalogues Very positive 14 18 22 700
Quite positively 44 47 57 400
Quite negatively 21 19 21 500
Very negative 15 10 12 000
Can not say 5 6 7 200
Out-of-home advertising Very positive 11 9 10 800
Quite positively 51 50 58 600
Quite negatively 22 24 28 700
Very negative 9 8 9 600
Can not say 8 10 13 100
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 22 26 300
Partially agree 59 62 74 100
Partially disagree 10 8 9 600
Completely disagree 3 3 3 600
Can not say 11 6 7 200
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 20 25 100
Partially agree 56 61 71 700
Partially disagree 14 9 10 800
Completely disagree 4 3 3 600
Can not say 10 6 8 400
When reading a magazine, I don't multitask Completely agree 33 39 47 800
Partially agree 39 42 50 200
Partially disagree 17 12 14 300
Completely disagree 4 2 2 400
Can not say 8 5 6 000
A professional magazine keeps me up to date on professional matters Completely agree 21 24 28 700
Partially agree 44 45 53 800
Partially disagree 11 9 12 000
Completely disagree 5 4 4 800
Can not say 18 18 21 500
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 41 800
Partially agree 47 48 57 400
Partially disagree 7 5 6 000
Completely disagree 3 2 2 400
Can not say 12 9 10 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 17 20 300
Partially agree 51 54 64 500
Partially disagree 13 12 14 300
Completely disagree 3 2 2 400
Can not say 18 16 19 100
Finnish magazines offer reliable product recommendations Completely agree 10 11 14 300
Partially agree 50 52 62 100
Partially disagree 17 17 19 100
Completely disagree 3 2 2 400
Can not say 20 17 20 300
Finnish magazines are of high quality Completely agree 22 28 34 700
Partially agree 57 57 65 700
Partially disagree 9 8 8 400
Completely disagree 1 1 1 200
Can not say 10 7 8 400
Ads in magazines make new things familiar Completely agree 10 13 16 700
Partially agree 48 50 59 800
Partially disagree 22 21 23 900
Completely disagree 7 7 8 400
Can not say 13 9 10 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 14 300
Partially agree 33 36 44 200
Partially disagree 22 22 26 300
Completely disagree 22 21 25 100
Can not say 11 8 9 600
I have purchased products based on the ad in magazine Completely agree 9 10 12 000
Partially agree 31 35 41 800
Partially disagree 26 26 31 100
Completely disagree 24 22 26 300
Can not say 10 7 8 400
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 19 22 700
Partially agree 48 52 63 300
Partially disagree 20 14 16 700
Completely disagree 12 10 12 000
Can not say 7 4 4 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 11 13 100
Partially agree 28 35 43 000
Partially disagree 27 26 31 100
Completely disagree 28 22 26 300
Can not say 10 6 7 200
Advertising published in magazines is trustworthy Completely agree 4 5 6 000
Partially agree 36 38 45 400
Partially disagree 35 35 40 600
Completely disagree 9 8 8 400
Can not say 16 15 19 100
The free customer magazine is an important customer benefit for me Completely agree 15 22 28 700
Partially agree 39 44 52 600
Partially disagree 23 19 21 500
Completely disagree 12 8 8 400
Can not say 10 7 8 400
I follow one or more magazines on social media Completely agree 7 8 9 600
Partially agree 20 21 25 100
Partially disagree 23 23 27 500
Completely disagree 42 41 50 200
Can not say 7 6 7 200
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 40 47 800
Partially agree 27 26 29 900
Partially disagree 11 13 15 500
Completely disagree 14 19 23 900
Can not say 2 2 2 400
I usually read many articles at once when I visit magazine websites Completely agree 35 34 39 400
Partially agree 39 40 46 600
Partially disagree 13 12 14 300
Completely disagree 10 12 15 500
Can not say 3 2 3 600
I often end up on newspaper websites through social media or other links Completely agree 18 16 19 100
Partially agree 33 34 39 400
Partially disagree 21 21 25 100
Completely disagree 24 24 29 900
Can not say 4 4 6 000
I read newspaper websites or apps several times a day Completely agree 19 18 20 300
Partially agree 33 32 37 000
Partially disagree 25 23 28 700
Completely disagree 21 24 31 100
Can not say 3 2 3 600
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 20 23 900
Partially agree 21 22 25 100
Partially disagree 17 15 17 900
Completely disagree 37 37 44 200
Can not say 8 6 7 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 25 29 900
Partially agree 52 51 60 900
Partially disagree 12 11 13 100
Completely disagree 4 4 4 800
Can not say 8 8 10 800
I want to know if media content has been generated using AI Completely agree 75 73 86 000
Partially agree 16 17 20 300
Partially disagree 3 3 3 600
Completely disagree 2 2 2 400
Can not say 5 5 7 200
I am willing to pay for well-crafted journalistic content Completely agree 31 34 39 400
Partially agree 39 41 49 000
Partially disagree 15 13 14 300
Completely disagree 8 5 6 000
Can not say 7 8 10 800
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 63 75 300
Cosmetics and beauty care 16 23 27 500
Interior design and furniture 26 33 39 400
Renovation and building 24 26 31 100
Domestic appliances 10 10 12 000
Consumer electronics and IT equipment 13 9 10 800
Saving and investing 14 12 14 300
Style and fashion 21 28 34 700
Cars 14 10 10 800
Travelling 23 27 32 300
Sports clothing, footwear or equipment 14 16 19 100
Health and wellness products/services 19 28 33 500
None of these 16 11 13 100
Can not say 10 8 9 600
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 53 62 100
Cosmetics and beauty care 17 22 25 100
Interior design and furniture 21 25 27 500
Renovation and building 21 20 21 500
Domestic appliances 10 10 10 800
Consumer electronics and IT equipment 17 10 10 800
Saving and investing 13 10 12 000
Style and fashion 19 26 29 900
Cars 13 10 10 800
Travelling 23 25 28 700
Sports clothing, footwear or equipment 16 16 19 100
Health and wellness products/services 18 22 26 300
None of these 21 20 26 300
Can not say 12 14 16 700
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 15 16 700
Well-being and health 50 64 76 500
Charity work 14 21 25 100
Self development 32 35 41 800
Celebrities 13 11 13 100
Fishing 15 14 16 700
Beauty care and cosmetics 16 17 20 300
Literature 29 41 51 400
Domestic and foreign news 51 58 69 300
Domestic travel 33 39 47 800
Culture 34 43 53 800
Crafts 25 42 52 600
Nature and going outdoor 52 63 75 300
Hunting 9 7 8 400
Style and fashion 20 22 26 300
Music and concerts 37 37 44 200
Going on summer cottage 29 37 41 800
Local affairs 56 66 77 700
Computer/console/mobile playing 17 6 7 200
Politics 43 45 52 600
Gardening and plants 29 78 93 200
Online gambling or betting 5 3 3 600
Building and renovating 34 44 49 000
Food and drink 38 37 43 000
Cooking, baking, recipes 38 56 66 900
Investment 24 17 19 100
Decorating 28 48 57 400
Economic and finances 36 34 38 200
Science 37 32 35 800
Travelling abroad 34 32 38 200
Sports, exercising 45 34 39 400
Sailing, boating 9 8 9 600
Consumer electronics and information technology 20 9 9 600
Environmental matters 31 43 50 200
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

https://www.kotipuutarha.fi/

Magazine in Social Media
Some channels and Followers September 2026
Source: Aikakausmedia's social media tracking

Contact info

Media sales
  • Saarsalo Oy
  • Myllyhaantie 6 C
  • 33960 Pirkkala
  • info@saarsalo.fi
  • www.saarsalo.fi

Myyntipäällikkö

  • Sanna Mäkinen
  • 041 313 2706
  • sanna.makinen@saarsalo.fi

Media-assistentti

  • Agneta Järvenpää
  • agneta.jarvenpaa@puutarhaliitto.fi
Media

Publisher

  • Puutarhaliitto ry

Publisher

  • Puutarhaliitto ry

Päätoimittaja

  • Minna Siltala
 

Address

  • Viljatie 4 C
  • 00700 Helsinki

Postal address

  • Viljatie 4 C
  • 00700 Helsinki

Phone

  • +358 41 313 2706 (Sanna Mäkinen / Saarsalo Oy)

Email

  • kotipuutarha@puutarhaliitto.fi