Me Naiset
Me Naiset offers inspiration and good mood in the midst of a rush. The magazine is a sure choice when you want to have a good time, relax and immerse yourself in people's stories. Every week, Me Naiset has a good-natured and insightful read: the magazine is the first to tell you about the most interesting topics, phenomena and trends. Me Naiset is involved in every turn of a woman's life. With the help of useful tips from Me Naiset, you can find more time, freedom, ease and comprehensive well-being in your everyday life. Me Naiset tells you about trends, gives the best shopping tips and tests new products that suit every purse. Every week, the magazine contains the thoughts of interesting ordinary women and people familiar with the public eye, as well as stories from the world of fashion, beauty, food, travel, interior decoration and well-being, as well as human relations. Me Naiset also tells encouragingly how many ways you can live your own life and realize your dreams both at work and in your free time. Me Naiset reaches women of all ages: they are united by a curious, exuberant and inquisitive attitude to life instead of age. The readers of Me Naiset are active and interested in the world, they are happy to try new trends and products. Life is a pleasure for them, whether it's shopping, self-development, travel, their own well-being or even relationships.
Issues per year
52 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2024 | 13.12.2024 | 18.12.2024 | FEELING GOOD: Towards feeling better. FASHION: Sports fashion for everyone. |
| 2 | 8.1.2025 | 17.12.2024 | 20.12.2024 | BIG FOOD ISSUE: 2025 food trends. BEAUTY: Refreshing for the face. |
| 3 | 15.1.2025 | 30.12.2024 | 3.1.2025 | MONEY: Managing your finances. TRAVEL: Small getaways in spring. |
| 4 | 22.1.2025 | 8.1.2025 | 13.1.2025 | BEAUTY: Hair trends 2025. WELL-BEING: Energetic everyday life. |
| 5 | 29.1.2025 | 15.1.2025 | 20.1.2025 | INTERIOR DESIGN: Refreshing your home: Spring trends. FOOD: The best convenience foods and other shortcuts for everyday life. |
| 6 | 5.2.2025 | 22.1.2025 | 27.1.2025 | BEAUTY: Spring beauty trends. FASHION: Seasonal colors. |
| 7 | 12.2.2025 | 29.1.2025 | 3.2.2025 | LOVE EXTRA: Well-being, relationships, food. Valentine's Day horoscope. |
| 8 | 19.2.2025 | 5.2.2025 | 10.2.2025 | FASHION ISSUE: All about spring fashion: Clothing, shoes, and accessories. FOOD: New ideas for sweet baking. |
| 9 | 26.2.2025 | 12.2.2025 | 17.2.2025 | WELL-BEING: Feeling better in your body. BEAUTY: Good skin care. |
| 10 | 5.3.2025 | 19.2.2025 | 24.2.2025 | FOOD: Everyday lifesavers: Cook easy and affordable. INTERIOR DESIGN: Ideas for small renovations. |
| 11 | 12.3.2025 | 26.2.2025 | 3.3.2025 | FASHION AND BEAUTY from the market. FOOD: A culinary journey around the world. |
| 12 | 19.3.2025 | 5.3.2025 | 10.3.2025 | BEAUTY: Indulgent hair treatments. MONEY: Turning dreams into reality. |
| 13 | 26.3.2025 | 12.3.2025 | 17.3.2025 | COATS: The big spring coat extra. BEAUTY: The best sunscreens. |
| 14 | 2.4.2025 | 19.3.2025 | 24.3.2025 | TRAVEL: Dream vacations for summer. WELL-BEING: Unlocking body tension. |
| 15 | 9.4.2025 | 26.3.2025 | 31.3.2025 | FOOD: The most wonderful Easter dishes and wines. FASHION: The most beautiful lingerie for everyone. |
| 16 | 16.4.2025 | 2.4.2025 | 7.4.2025 | FASHION & BEAUTY: Great finds for little money. CARS: Driver's guide. |
| 17 | 23.4.2025 | 7.4.2025 | 10.4.2025 | FOOD: The most wonderful treats for May Day. INTERIOR DESIGN: Ideas for patios and balconies. |
| 18 | 30.4.2025 | 14.4.2025 | 17.4.2025 | STUNNING CELEBRATION FASHION: Clothing, accessories, and makeup. BEAUTY: The most adorable new fragrances. |
| 19 | 7.5.2025 | 22.4.2025 | 25.4.2025 | SPRING CELEBRATIONS: Food, drinks, table setting: Trends and ideas. FASHION: Summer shoes for every taste. |
| 20 | 14.5.2025 | 29.4.2025 | 5.5.2025 | FASHION: The best swimwear. MONEY: Organizing your home paperwork. |
| 21 | 21.5.2025 | 7.5.2025 | 12.5.2025 | TRAVEL: Inspiration for a weekend getaway. BOOKS: The most entertaining vacation reads. |
| 22 | 28.5.2025 | 14.5.2025 | 19.5.2025 | GRILL EXTRA: The most delicious recipes. WELL-BEING: More peace of mind. |
| 23 | 4.6.2025 | 20.5.2025 | 23.5.2025 | BIG BEAUTY EXTRA: Trusted products for skin and hair. FASHION: The best clothes for hot days. |
| 24 | 11.6.2025 | 27.5.2025 | 2.6.2025 | MIDSUMMER FOOD: The most wonderful recipes and drinks for midsummer. BEAUTY: Hair removal trends. |
| 25 | 18.6.2025 | 4.6.2025 | 9.6.2025 | FASHION: The most beautiful summer dresses. Love horoscope. |
| 26 | 25.6.2025 | 10.6.2025 | 13.6.2025 | TRAVEL: Tips for domestic vacations. FOOD: Easy cabin treats. |
| 27 | 2.7.2025 | 17.6.2025 | 23.6.2025 | FOOD: The sweetest berry desserts. INTERIOR DESIGN: New looks for your home with small purchases. |
| 28 | 9.7.2025 | 25.6.2025 | 30.6.2025 | BEAUTY: The best affordable natural cosmetics. FOOD: Summer salads. |
| 29 | 16.7.2025 | 2.7.2025 | 7.7.2025 | WELL-BEING: Improving your relationship. BEAUTY: Caring for aging skin. |
| 30 | 23.7.2025 | 9.7.2025 | 14.7.2025 | BEAUTY: Professional hair tips. FOOD: The best summer pasta dishes. |
| 31 | 30.7.2025 | 16.7.2025 | 21.7.2025 | WELL-BEING: Routines for feeling good. FASHION: A guide to buying jeans. |
| 32 | 6.8.2025 | 23.7.2025 | 28.7.2025 | MONEY: A financial turnaround. BEAUTY: Refreshing your makeup bag. |
| 33 | 13.8.2025 | 30.7.2025 | 4.8.2025 | BIG FASHION ISSUE: Autumn trends and the most wonderful new releases. FOOD: The best of seasonal vegetables. |
| 34 | 20.8.2025 | 6.8.2025 | 11.8.2025 | INTERIOR DESIGN: Ideas for a personal home. WELL-BEING: Increasing mobility. |
| 35 | 27.8.2025 | 13.8.2025 | 18.8.2025 | FASHION: Essential clothes for different body types. BEAUTY: Solutions for skin problems. |
| 36 | 3.9.2025 | 20.8.2025 | 25.8.2025 | BIG AUTUMN FOOD EXTRA: Inspiring recipes for everyday life. WELL-BEING: The ABC of good sleep. |
| 37 | 10.9.2025 | 27.8.2025 | 1.9.2025 | BEAUTY: The best of domestic cosmetics. FASHION: Eyewear trends. |
| 38 | 17.9.2025 | 3.9.2025 | 8.9.2025 | COATS: The big winter coat extra. WELL-BEING: Take care of your memory. |
| 39 | 24.9.2025 | 10.9.2025 | 15.9.2025 | TRAVEL: Wellness trips. INTERIOR DESIGN: New ideas for the bedroom. |
| 40 | 1.10.2025 | 17.9.2025 | 22.9.2025 | WELL-BEING: Help for stress. BEAUTY: Discoveries in luxury cosmetics. |
| 41 | 8.10.2025 | 24.9.2025 | 29.9.2025 | FASHION: Highlights of affordable and sustainable fashion. BOOK EXTRA: The most anticipated novels of the season. |
| 42 | 15.10.2025 | 1.10.2025 | 6.10.2025 | FOOD: A more delicious weekend. FASHION: Stylish winter boots for everyone. |
| 43 | 22.10.2025 | 8.10.2025 | 13.10.2025 | FASHION: Clothing for all winter weather. FOOD: Buns and other savory baking. |
| 44 | 29.10.2025 | 15.10.2025 | 20.10.2025 | BEAUTY: Finds in affordable cosmetics. WELL-BEING: Dental health. |
| 45 | 5.11.2025 | 22.10.2025 | 27.10.2025 | THE FESTIVE SEASON BEGINS! FASHION AND BEAUTY. Treats and drinks. MONEY: Making ends meet. |
| 46 | 12.11.2025 | 29.10.2025 | 3.11.2025 | WELL-BEING: More energy! Expert tips. FOOD & DRINK: New ideas for coffee breaks. |
| 47 | 19.11.2025 | 5.11.2025 | 10.11.2025 | FOOD: Over-the-top chocolate delights. Glögg. FASHION: The cutest knits. |
| 48 | 26.11.2025 | 12.11.2025 | 17.11.2025 | BEAUTY: The best beauty products of the year. INTERIOR DESIGN: Tips for home storage solutions. |
| 49 | 3.12.2025 | 19.11.2025 | 24.11.2025 | BIG GIFT EXTRA: Tips for Christmas gifts. BOOKS: Christmas gift novels. |
| 50 | 10.12.2025 | 26.11.2025 | 1.12.2025 | FOOD: The best ideas for the Christmas table and drinks. WELL-BEING: Stomach health. |
| 51 | 17.12.2025 | 3.12.2025 | 8.12.2025 | WELL-BEING: Sustainable love. Annual horoscope 2026. |
| 52 | 23.12.2025 | 9.12.2025 | 12.12.2025 | TRENDS 2025: What's new next year? FOOD: Treats for the new year and the best bubbly. |
| 1 /2026 | 31.12.2025 | 12.12.2025 | 17.12.2025 | WELL-BEING: Towards better well-being. FASHION: Inspiring sporty fashion. |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 14 167 € | In addition to print ad, 53.000 digital impressions on is.fi/menaiset. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 16 296 € | In addition to print ad, 53.000 digital impressions on is.fi/menaiset. |
| 2/1 monikanavainen landscape | 2. Spread | 460 x 297 mm | 5 mm | 15 593 € | In addition to print ad, 53,000 digital impressions on is.fi/menaiset. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 7 229 € | In addition to print ad, 53.000 digital impressions on is.fi/menaiset. |
| 1/1 monikanavainen portrait | 2. Cover | 230 x 297 mm | 5 mm | 8 006 € | In addition to print ad, 53.000 digital impressions on is.fi/menaiset. |
| 1/1 monikanavainen portrait | 3. Cover | 230 x 297 mm | 5 mm | 8 006 € | In addition to print ad, 53.000 digital impressions on is.fi/menaiset. |
| 1/1 portrait | Back cover | 230 x 272 mm | 5 mm | 6 072 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 4 800 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 800 € | |
| 1/3 portrait | Not specified | 76 x 297 mm | 5 mm | 4 136 € | |
| 1/3 landscape | Not specified | 230 x 99 mm | 5 mm | 4 136 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 482 € | |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 482 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 482 € | *) size without marginal Prices valid until 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
https://media.sanoma.fi/suunnittelijan-tyokalut/aineisto-ja-varaustiedot/printtimainonnan-aineisto-ohjeet
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
https://media.sanoma.fi/suunnittelijan-tyokalut/aineisto-ja-varaustiedot/printtimainonnan-aineisto-ohjeet
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 37 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 48 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 48 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 22 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 48 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
92 000
Total reach
635 800
How many times read
1,7
Minutes of reading
56 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 92 000
Minutes of reading56 min
How many times read1,7
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 88 | 81 000 |
| Men | 49 | 12 | 11 000 | |
| Native language | Finnish | 95 | 96 | 88 300 |
| Swedish | 5 | 4 | 3 700 | |
| Age | 15-24 y | 13 | 6 | 5 500 |
| 25-34 y | 14 | 7 | 6 400 | |
| 35-44 y | 14 | 10 | 9 200 | |
| 45-54 y | 14 | 17 | 15 600 | |
| 55-64 y | 15 | 19 | 17 500 | |
| 65+ y | 30 | 40 | 36 800 | |
| Gender + age | Female 15-29 years | 9 | 7 | 6 400 |
| Female 30-49 years | 14 | 22 | 20 200 | |
| Female 50+ years | 28 | 60 | 55 200 | |
| Male 15-29 years | 10 | 2 | 1 800 | |
| Male 30-49 years | 15 | 2 | 1 800 | |
| Male 50+ years | 24 | 8 | 7 400 | |
| Household position | Lives at home with parents | 7 | 3 | 2 800 |
| Lives alone | 29 | 29 | 26 700 | |
| Lives with spouse | 36 | 38 | 35 000 | |
| Lives with spouse and children | 24 | 24 | 22 100 | |
| Single parent | 2 | 3 | 2 800 | |
| Other | 3 | 2 | 1 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 22 100 |
| No | 39 | 53 | 48 800 | |
| No answer (under 45 year olds) | 41 | 23 | 21 200 | |
| Education | Elementary school | 4 | 4 | 3 700 |
| Secondary school | 6 | 7 | 6 400 | |
| Vocational | 27 | 27 | 24 800 | |
| High school | 13 | 9 | 8 300 | |
| University of Applied Sciences | 20 | 20 | 18 400 | |
| University | 28 | 30 | 27 600 | |
| Something else | 2 | 2 | 1 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 88 300 |
| No | 6 | 3 | 2 800 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 80 | 73 600 |
| No | 32 | 20 | 18 400 | |
| Size of the household | 1 pers | 28 | 30 | 27 600 |
| 2 pers | 38 | 40 | 36 800 | |
| 3 pers | 14 | 12 | 11 000 | |
| 4 pers | 12 | 12 | 11 000 | |
| 5+ pers | 7 | 5 | 4 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 8 300 |
| 20 000 - 35 000 € /y | 17 | 16 | 14 700 | |
| 35 001 - 50 000 € /y | 18 | 19 | 17 500 | |
| 50 001 - 85 000 € /y | 21 | 23 | 21 200 | |
| 85 001 - 100 000 € /y | 8 | 7 | 6 400 | |
| Over 100 000 € /y | 10 | 11 | 10 100 | |
| Dont want to tell | 5 | 8 | 7 400 | |
| Cant say / No answer | 10 | 7 | 6 400 | |
| Family with kids | Yes | 32 | 30 | 27 600 |
| No | 68 | 70 | 64 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 11 000 |
| 2 children | 13 | 13 | 12 000 | |
| 3 children | 5 | 4 | 3 700 | |
| 4 children | 1 | 1 | 900 | |
| 5+ children | 1 | 1 | 900 | |
| There are no children | 67 | 70 | 64 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 17 | 15 600 |
| Dog | 26 | 25 | 23 000 | |
| Some other pet | 5 | 5 | 4 600 | |
| No pets | 61 | 62 | 57 000 | |
| Health services used in the household | Public health services | 85 | 86 | 79 100 |
| Employer - funded health care services | 50 | 48 | 44 200 | |
| Private, self-funded healthcare services | 39 | 46 | 42 300 | |
| Private health insurance services | 26 | 25 | 23 000 | |
| No health care | 1 | 1 | 900 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 32 | 29 400 |
| Row house or semi-detached house | 17 | 18 | 16 600 | |
| Detached house | 46 | 45 | 41 400 | |
| Farm | 4 | 4 | 3 700 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 81 | 74 500 |
| Rented residence | 20 | 17 | 15 600 | |
| Right of residence apartment | 2 | 1 | 900 | |
| Something else | 1 | 1 | 900 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 41 400 |
| No | 58 | 54 | 49 700 | |
| Can not say | 1 | 1 | 900 | |
| Number of cars in household | One car | 45 | 46 | 42 300 |
| Two cars | 30 | 32 | 29 400 | |
| Three or more cars | 10 | 9 | 8 300 | |
| No car | 14 | 14 | 12 900 | |
| Type of car, if buying now | New | 21 | 22 | 20 200 |
| Used | 70 | 65 | 59 800 | |
| Company car | 5 | 3 | 2 800 | |
| Leasing (personal) | 9 | 8 | 7 400 | |
| Shared car | 3 | 3 | 2 800 | |
| Doesn't use a car | 8 | 11 | 10 100 | |
| Can not say | 5 | 6 | 5 500 | |
| Advertising ban at the door / mailbox | Yes | 27 | 24 | 22 100 |
| No | 72 | 76 | 69 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 8 | 7 400 |
| No | 76 | 87 | 80 000 | |
| Can not say | 5 | 5 | 4 600 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 21 | 19 300 |
| Turku or Tampere | 8 | 7 | 6 400 | |
| Oulu | 4 | 3 | 2 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 14 700 | |
| Urban municipality | 25 | 28 | 25 800 | |
| Conurbation | 16 | 16 | 14 700 | |
| Countryside | 13 | 10 | 9 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 24 | 22 100 |
| 5-6 days a week | 4 | 6 | 5 500 | |
| 1-4 days a week | 24 | 39 | 35 900 | |
| Monthly | 25 | 21 | 19 300 | |
| Rarely | 26 | 9 | 8 300 | |
| Never | 8 | 1 | 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 24 800 |
| 5-6 days a week | 5 | 6 | 5 500 | |
| 1-4 days a week | 20 | 22 | 20 200 | |
| Monthly | 15 | 11 | 10 100 | |
| Rarely | 23 | 17 | 15 600 | |
| Never | 13 | 15 | 13 800 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 39 | 35 900 |
| 5-6 days a week | 5 | 5 | 4 600 | |
| 1-4 days a week | 23 | 27 | 24 800 | |
| Monthly | 15 | 14 | 12 900 | |
| Rarely | 24 | 12 | 11 000 | |
| Never | 8 | 2 | 1 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 61 | 56 100 |
| 5-6 days a week | 9 | 10 | 9 200 | |
| 1-4 days a week | 17 | 12 | 11 000 | |
| Monthly | 6 | 5 | 4 600 | |
| Rarely | 8 | 6 | 5 500 | |
| Never | 5 | 6 | 5 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 3 700 |
| 5-6 days a week | 4 | 6 | 5 500 | |
| 1-4 days a week | 41 | 48 | 44 200 | |
| Monthly | 18 | 16 | 14 700 | |
| Rarely | 23 | 18 | 16 600 | |
| Never | 9 | 7 | 6 400 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 18 400 |
| 5-6 days a week | 10 | 9 | 8 300 | |
| 1-4 days a week | 30 | 28 | 25 800 | |
| Monthly | 21 | 20 | 18 400 | |
| Rarely | 15 | 14 | 12 900 | |
| Never | 6 | 8 | 7 400 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 12 900 |
| 5-6 days a week | 10 | 8 | 7 400 | |
| 1-4 days a week | 22 | 17 | 15 600 | |
| Monthly | 9 | 10 | 9 200 | |
| Rarely | 13 | 15 | 13 800 | |
| Never | 30 | 36 | 33 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 48 800 |
| 5-6 days a week | 10 | 12 | 11 000 | |
| 1-4 days a week | 19 | 17 | 15 600 | |
| Monthly | 12 | 8 | 7 400 | |
| Rarely | 12 | 8 | 7 400 | |
| Never | 3 | 2 | 1 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 37 700 |
| 5-6 days a week | 12 | 14 | 12 900 | |
| 1-4 days a week | 22 | 20 | 18 400 | |
| Monthly | 12 | 8 | 7 400 | |
| Rarely | 13 | 9 | 8 300 | |
| Never | 8 | 7 | 6 400 | |
| Can not say | 0 | 1 | 900 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 23 900 |
| 5-6 days a week | 6 | 8 | 7 400 | |
| 1-4 days a week | 16 | 16 | 14 700 | |
| Monthly | 13 | 10 | 9 200 | |
| Rarely | 27 | 27 | 24 800 | |
| Never | 15 | 13 | 12 000 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 15 | 13 800 |
| 5-6 days a week | 9 | 9 | 8 300 | |
| 1-4 days a week | 21 | 22 | 20 200 | |
| Monthly | 14 | 15 | 13 800 | |
| Rarely | 23 | 23 | 21 200 | |
| Never | 16 | 16 | 14 700 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of listening: Podcasts | Daily | 6 | 3 | 2 800 |
| 5-6 days a week | 3 | 2 | 1 800 | |
| 1-4 days a week | 11 | 10 | 9 200 | |
| Monthly | 14 | 13 | 12 000 | |
| Rarely | 27 | 30 | 27 600 | |
| Never | 36 | 40 | 36 800 | |
| Can not say | 2 | 3 | 2 800 | |
| User frequency and following: Social media | Daily | 59 | 65 | 59 800 |
| 5-6 days a week | 8 | 6 | 5 500 | |
| 1-4 days a week | 8 | 6 | 5 500 | |
| Monthly | 3 | 2 | 1 800 | |
| Rarely | 6 | 5 | 4 600 | |
| Never | 16 | 16 | 14 700 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 9 200 |
| 5-6 days a week | 6 | 3 | 2 800 | |
| 1-4 days a week | 13 | 12 | 11 000 | |
| Monthly | 8 | 7 | 6 400 | |
| Rarely | 20 | 21 | 19 300 | |
| Never | 38 | 44 | 40 500 | |
| Can not say | 1 | 2 | 1 800 | |
| User frequency: Instant messaging | Daily | 69 | 71 | 65 300 |
| 5-6 days a week | 11 | 11 | 10 100 | |
| 1-4 days a week | 9 | 8 | 7 400 | |
| Monthly | 3 | 2 | 1 800 | |
| Rarely | 2 | 1 | 900 | |
| Never | 6 | 5 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 26 | 23 900 |
| 5-6 days a week | 6 | 6 | 5 500 | |
| 1-4 days a week | 14 | 16 | 14 700 | |
| Monthly | 22 | 21 | 19 300 | |
| Rarely | 34 | 28 | 25 800 | |
| Never | 7 | 3 | 2 800 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 2 800 |
| 5-6 days a week | 1 | 1 | 900 | |
| 1-4 days a week | 4 | 4 | 3 700 | |
| Monthly | 7 | 7 | 6 400 | |
| Rarely | 30 | 27 | 24 800 | |
| Never | 53 | 58 | 53 400 | |
| Can not say | 1 | 1 | 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 7 400 |
| 5-6 days a week | 3 | 3 | 2 800 | |
| 1-4 days a week | 6 | 7 | 6 400 | |
| Monthly | 8 | 7 | 6 400 | |
| Rarely | 23 | 21 | 19 300 | |
| Never | 54 | 55 | 50 600 | |
| Can not say | 1 | 1 | 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 8 | 7 400 |
| 5-6 days a week | 9 | 5 | 4 600 | |
| 1-4 days a week | 23 | 20 | 18 400 | |
| Monthly | 21 | 28 | 25 800 | |
| Rarely | 17 | 24 | 22 100 | |
| Never | 10 | 15 | 13 800 | |
| Can not say | 0 | 1 | 900 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 2 800 |
| 5-6 days a week | 2 | 1 | 900 | |
| 1-4 days a week | 8 | 8 | 7 400 | |
| Monthly | 8 | 9 | 8 300 | |
| Rarely | 12 | 10 | 9 200 | |
| Never | 59 | 62 | 57 000 | |
| Cant say / No answer | 6 | 6 | 5 500 | |
| Usage/following: Facebook | Daily | 39 | 50 | 46 000 |
| 5-6 days a week | 8 | 8 | 7 400 | |
| 1-4 days a week | 11 | 9 | 8 300 | |
| Monthly | 6 | 5 | 4 600 | |
| Rarely | 9 | 5 | 4 600 | |
| Never | 22 | 19 | 17 500 | |
| Cant say / No answer | 4 | 5 | 4 600 | |
| Usage/Following: Instagram | Daily | 32 | 38 | 35 000 |
| 5-6 days a week | 7 | 6 | 5 500 | |
| 1-4 days a week | 9 | 7 | 6 400 | |
| Monthly | 5 | 5 | 4 600 | |
| Rarely | 9 | 8 | 7 400 | |
| Never | 33 | 32 | 29 400 | |
| Cant say / No answer | 5 | 5 | 4 600 | |
| Usage/following rate: Snapchat | Daily | 15 | 9 | 8 300 |
| 5-6 days a week | 2 | 2 | 1 800 | |
| 1-4 days a week | 3 | 2 | 1 800 | |
| Monthly | 2 | 2 | 1 800 | |
| Rarely | 5 | 6 | 5 500 | |
| Never | 69 | 73 | 67 200 | |
| Cant say / No answer | 5 | 6 | 5 500 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 3 700 |
| 5-6 days a week | 2 | 1 | 900 | |
| 1-4 days a week | 4 | 2 | 1 800 | |
| Monthly | 5 | 3 | 2 800 | |
| Rarely | 11 | 9 | 8 300 | |
| Never | 68 | 74 | 68 100 | |
| Cant say / No answer | 5 | 5 | 4 600 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 5 500 |
| 5-6 days a week | 3 | 2 | 1 800 | |
| 1-4 days a week | 4 | 4 | 3 700 | |
| Monthly | 3 | 2 | 1 800 | |
| Rarely | 8 | 11 | 10 100 | |
| Never | 68 | 71 | 65 300 | |
| Cant say / No answer | 4 | 5 | 4 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 12 | 11 000 |
| Partially agree | 43 | 45 | 41 400 | |
| Partially disagree | 30 | 30 | 27 600 | |
| Completely disagree | 10 | 10 | 9 200 | |
| Can not say | 3 | 3 | 2 800 | |
| I prefer domestic products | Completely agree | 33 | 33 | 30 400 |
| Partially agree | 55 | 58 | 53 400 | |
| Partially disagree | 9 | 8 | 7 400 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 22 | 20 200 |
| Partially agree | 54 | 57 | 52 400 | |
| Partially disagree | 18 | 15 | 13 800 | |
| Completely disagree | 4 | 2 | 1 800 | |
| Can not say | 3 | 4 | 3 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 22 | 20 200 |
| Partially agree | 58 | 62 | 57 000 | |
| Partially disagree | 15 | 13 | 12 000 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 2 | 2 | 1 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 11 | 10 100 |
| Partially agree | 48 | 46 | 42 300 | |
| Partially disagree | 33 | 35 | 32 200 | |
| Completely disagree | 5 | 5 | 4 600 | |
| Can not say | 2 | 3 | 2 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 40 | 36 800 |
| Partially agree | 50 | 49 | 45 100 | |
| Partially disagree | 9 | 9 | 8 300 | |
| Completely disagree | 2 | 2 | 1 800 | |
| Can not say | 1 | 1 | 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 4 600 |
| Partially agree | 24 | 22 | 20 200 | |
| Partially disagree | 38 | 39 | 35 900 | |
| Completely disagree | 24 | 24 | 22 100 | |
| Can not say | 9 | 10 | 9 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 4 600 |
| Partially agree | 36 | 36 | 33 100 | |
| Partially disagree | 45 | 46 | 42 300 | |
| Completely disagree | 11 | 12 | 11 000 | |
| Can not say | 4 | 2 | 1 800 | |
| I prefer local shops and services | Completely agree | 27 | 31 | 28 500 |
| Partially agree | 58 | 57 | 52 400 | |
| Partially disagree | 11 | 9 | 8 300 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 2 | 1 | 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 3 700 |
| Partially agree | 28 | 31 | 28 500 | |
| Partially disagree | 29 | 27 | 24 800 | |
| Completely disagree | 32 | 28 | 25 800 | |
| Can not say | 7 | 10 | 9 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 7 400 |
| Partially agree | 32 | 31 | 28 500 | |
| Partially disagree | 37 | 40 | 36 800 | |
| Completely disagree | 20 | 19 | 17 500 | |
| Can not say | 2 | 3 | 2 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 17 500 |
| Partially agree | 50 | 56 | 51 500 | |
| Partially disagree | 24 | 18 | 16 600 | |
| Completely disagree | 6 | 4 | 3 700 | |
| Can not say | 4 | 3 | 2 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 17 500 |
| Partially agree | 51 | 55 | 50 600 | |
| Partially disagree | 22 | 21 | 19 300 | |
| Completely disagree | 6 | 3 | 2 800 | |
| Can not say | 3 | 3 | 2 800 | |
| I prefer well-known brands | Completely agree | 12 | 10 | 9 200 |
| Partially agree | 58 | 57 | 52 400 | |
| Partially disagree | 21 | 23 | 21 200 | |
| Completely disagree | 5 | 6 | 5 500 | |
| Can not say | 3 | 4 | 3 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 12 000 |
| Partially agree | 41 | 40 | 36 800 | |
| Partially disagree | 31 | 32 | 29 400 | |
| Completely disagree | 12 | 12 | 11 000 | |
| Can not say | 3 | 3 | 2 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 14 700 |
| Quite positively | 61 | 65 | 59 800 | |
| Quite negatively | 16 | 13 | 12 000 | |
| Very negative | 4 | 2 | 1 800 | |
| Can not say | 6 | 5 | 4 600 | |
| Magazines | Very positive | 13 | 16 | 14 700 |
| Quite positively | 60 | 63 | 58 000 | |
| Quite negatively | 17 | 16 | 14 700 | |
| Very negative | 4 | 2 | 1 800 | |
| Can not say | 6 | 4 | 3 700 | |
| Free and local newspapers | Very positive | 24 | 28 | 25 800 |
| Quite positively | 56 | 56 | 51 500 | |
| Quite negatively | 11 | 9 | 8 300 | |
| Very negative | 4 | 1 | 900 | |
| Can not say | 6 | 6 | 5 500 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 7 400 |
| Quite positively | 45 | 46 | 42 300 | |
| Quite negatively | 30 | 29 | 26 700 | |
| Very negative | 10 | 6 | 5 500 | |
| Can not say | 8 | 11 | 10 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 5 500 |
| Quite positively | 33 | 36 | 33 100 | |
| Quite negatively | 32 | 32 | 29 400 | |
| Very negative | 17 | 12 | 11 000 | |
| Can not say | 12 | 14 | 12 900 | |
| Blogs | Very positive | 4 | 5 | 4 600 |
| Quite positively | 25 | 25 | 23 000 | |
| Quite negatively | 29 | 25 | 23 000 | |
| Very negative | 16 | 12 | 11 000 | |
| Can not say | 26 | 33 | 30 400 | |
| Newsletters to email | Very positive | 2 | 3 | 2 800 |
| Quite positively | 17 | 20 | 18 400 | |
| Quite negatively | 34 | 36 | 33 100 | |
| Very negative | 43 | 37 | 34 000 | |
| Can not say | 4 | 4 | 3 700 | |
| Other websites | Very positive | 3 | 5 | 4 600 |
| Quite positively | 38 | 38 | 35 000 | |
| Quite negatively | 34 | 33 | 30 400 | |
| Very negative | 14 | 9 | 8 300 | |
| Can not say | 11 | 15 | 13 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 6 400 |
| Quite positively | 46 | 51 | 46 900 | |
| Quite negatively | 29 | 29 | 26 700 | |
| Very negative | 13 | 9 | 8 300 | |
| Can not say | 4 | 3 | 2 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 3 700 |
| Quite positively | 35 | 36 | 33 100 | |
| Quite negatively | 33 | 33 | 30 400 | |
| Very negative | 20 | 17 | 15 600 | |
| Can not say | 7 | 9 | 8 300 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 24 | 22 100 |
| Quite positively | 46 | 48 | 44 200 | |
| Quite negatively | 17 | 13 | 12 000 | |
| Very negative | 14 | 9 | 8 300 | |
| Can not say | 5 | 6 | 5 500 | |
| Out-of-home advertising | Very positive | 11 | 12 | 11 000 |
| Quite positively | 52 | 53 | 48 800 | |
| Quite negatively | 21 | 20 | 18 400 | |
| Very negative | 9 | 5 | 4 600 | |
| Can not say | 8 | 9 | 8 300 | 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 | 27 | 24 800 |
| Partially agree | 60 | 56 | 51 500 | |
| Partially disagree | 11 | 10 | 9 200 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 9 | 6 | 5 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 23 | 21 200 |
| Partially agree | 57 | 58 | 53 400 | |
| Partially disagree | 14 | 10 | 9 200 | |
| Completely disagree | 5 | 3 | 2 800 | |
| Can not say | 8 | 6 | 5 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 22 100 |
| Partially agree | 46 | 45 | 41 400 | |
| Partially disagree | 12 | 10 | 9 200 | |
| Completely disagree | 5 | 4 | 3 700 | |
| Can not say | 15 | 18 | 16 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 31 | 28 500 |
| Partially agree | 49 | 50 | 46 000 | |
| Partially disagree | 7 | 6 | 5 500 | |
| Completely disagree | 2 | 2 | 1 800 | |
| Can not say | 10 | 11 | 10 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 15 600 |
| Partially agree | 51 | 52 | 47 800 | |
| Partially disagree | 14 | 12 | 11 000 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 16 | 17 | 15 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 13 | 12 000 |
| Partially agree | 52 | 55 | 50 600 | |
| Partially disagree | 18 | 15 | 13 800 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 17 | 16 | 14 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 28 | 25 800 |
| Partially agree | 58 | 59 | 54 300 | |
| Partially disagree | 9 | 7 | 6 400 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 9 | 5 | 4 600 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 6 400 |
| Partially agree | 25 | 28 | 25 800 | |
| Partially disagree | 23 | 23 | 21 200 | |
| Completely disagree | 36 | 32 | 29 400 | |
| Can not say | 10 | 10 | 9 200 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 20 200 |
| Partially agree | 33 | 38 | 35 000 | |
| Partially disagree | 29 | 25 | 23 000 | |
| Completely disagree | 17 | 13 | 12 000 | |
| Can not say | 5 | 2 | 1 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 11 | 10 100 |
| Partially agree | 45 | 52 | 47 800 | |
| Partially disagree | 28 | 24 | 22 100 | |
| Completely disagree | 10 | 7 | 6 400 | |
| Can not say | 10 | 6 | 5 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 13 | 12 000 |
| Partially agree | 35 | 33 | 30 400 | |
| Partially disagree | 23 | 24 | 22 100 | |
| Completely disagree | 23 | 22 | 20 200 | |
| Can not say | 9 | 8 | 7 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 13 | 12 000 |
| Partially agree | 33 | 33 | 30 400 | |
| Partially disagree | 27 | 27 | 24 800 | |
| Completely disagree | 24 | 19 | 17 500 | |
| Can not say | 8 | 7 | 6 400 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 23 | 21 200 |
| Partially agree | 50 | 51 | 46 900 | |
| Partially disagree | 19 | 16 | 14 700 | |
| Completely disagree | 13 | 7 | 6 400 | |
| Can not say | 5 | 2 | 1 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 16 | 14 700 |
| Partially agree | 29 | 36 | 33 100 | |
| Partially disagree | 27 | 25 | 23 000 | |
| Completely disagree | 29 | 19 | 17 500 | |
| Can not say | 7 | 4 | 3 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 800 |
| Partially agree | 18 | 14 | 12 900 | |
| Partially disagree | 33 | 37 | 34 000 | |
| Completely disagree | 38 | 35 | 32 200 | |
| Can not say | 10 | 12 | 11 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 25 | 23 000 |
| Partially agree | 41 | 43 | 39 600 | |
| Partially disagree | 23 | 18 | 16 600 | |
| Completely disagree | 12 | 8 | 7 400 | |
| Can not say | 8 | 6 | 5 500 | 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 | 11 | 10 100 |
| Newspapers | 12 | 14 | 12 900 | |
| Magazine websites | 7 | 4 | 3 700 | |
| Newspaper websites | 8 | 6 | 5 500 | |
| Blogs | 3 | 1 | 900 | |
| Social media | 16 | 11 | 10 100 | |
| Other websites | 44 | 37 | 34 000 | |
| Television | 11 | 11 | 10 100 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 10 | 13 | 12 000 | |
| None of these | 39 | 47 | 43 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 19 | 17 500 |
| Newspapers | 15 | 22 | 20 200 | |
| Magazine websites | 9 | 12 | 11 000 | |
| Newspaper websites | 11 | 11 | 10 100 | |
| Blogs | 6 | 3 | 2 800 | |
| Social media | 28 | 23 | 21 200 | |
| Other websites | 50 | 45 | 41 400 | |
| Television | 19 | 20 | 18 400 | |
| Radio | 3 | 3 | 2 800 | |
| Direct mail | 35 | 44 | 40 500 | |
| None of these | 16 | 18 | 16 600 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 34 | 31 300 |
| Newspapers | 8 | 11 | 10 100 | |
| Magazine websites | 10 | 16 | 14 700 | |
| Newspaper websites | 7 | 9 | 8 300 | |
| Blogs | 7 | 8 | 7 400 | |
| Social media | 31 | 37 | 34 000 | |
| Other websites | 17 | 21 | 19 300 | |
| Television | 14 | 20 | 18 400 | |
| Radio | 2 | 3 | 2 800 | |
| Direct mail | 17 | 28 | 25 800 | |
| None of these | 43 | 28 | 25 800 | |
| Information sources, travel | Print magazines | 16 | 25 | 23 000 |
| Newspapers | 15 | 22 | 20 200 | |
| Magazine websites | 10 | 13 | 12 000 | |
| Newspaper websites | 11 | 12 | 11 000 | |
| Blogs | 12 | 12 | 11 000 | |
| Social media | 38 | 38 | 35 000 | |
| Other websites | 49 | 54 | 49 700 | |
| Television | 17 | 19 | 17 500 | |
| Radio | 3 | 4 | 3 700 | |
| Direct mail | 9 | 12 | 11 000 | |
| None of these | 25 | 18 | 16 600 | |
| Information sources, style and fashion | Print magazines | 22 | 40 | 36 800 |
| Newspapers | 11 | 16 | 14 700 | |
| Magazine websites | 12 | 20 | 18 400 | |
| Newspaper websites | 8 | 9 | 8 300 | |
| Blogs | 9 | 10 | 9 200 | |
| Social media | 37 | 40 | 36 800 | |
| Other websites | 34 | 37 | 34 000 | |
| Television | 18 | 24 | 22 100 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 25 | 35 | 32 200 | |
| None of these | 28 | 18 | 16 600 | |
| Information sources, building and renovating | Print magazines | 17 | 26 | 23 900 |
| Newspapers | 13 | 14 | 12 900 | |
| Magazine websites | 9 | 12 | 11 000 | |
| Newspaper websites | 9 | 8 | 7 400 | |
| Blogs | 7 | 6 | 5 500 | |
| Social media | 26 | 24 | 22 100 | |
| Other websites | 33 | 32 | 29 400 | |
| Television | 18 | 21 | 19 300 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 27 | 35 | 32 200 | |
| None of these | 31 | 31 | 28 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 52 | 47 800 |
| Newspapers | 25 | 33 | 30 400 | |
| Magazine websites | 21 | 29 | 26 700 | |
| Newspaper websites | 23 | 24 | 22 100 | |
| Blogs | 14 | 15 | 13 800 | |
| Social media | 45 | 45 | 41 400 | |
| Other websites | 32 | 32 | 29 400 | |
| Television | 29 | 31 | 28 500 | |
| Radio | 7 | 6 | 5 500 | |
| Direct mail | 26 | 34 | 31 300 | |
| None of these | 11 | 7 | 6 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 12 | 11 000 |
| Newspapers | 10 | 14 | 12 900 | |
| Magazine websites | 3 | 5 | 4 600 | |
| Newspaper websites | 5 | 6 | 5 500 | |
| Blogs | 1 | 2 | 1 800 | |
| Social media | 12 | 14 | 12 900 | |
| Other websites | 27 | 30 | 27 600 | |
| Television | 12 | 15 | 13 800 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 16 | 22 | 20 200 | |
| None of these | 52 | 44 | 40 500 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 39 | 35 900 |
| Newspapers | 14 | 18 | 16 600 | |
| Magazine websites | 11 | 16 | 14 700 | |
| Newspaper websites | 9 | 10 | 9 200 | |
| Blogs | 7 | 8 | 7 400 | |
| Social media | 31 | 32 | 29 400 | |
| Other websites | 31 | 29 | 26 700 | |
| Television | 19 | 22 | 20 200 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 31 | 42 | 38 600 | |
| None of these | 24 | 18 | 16 600 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 11 000 |
| Newspapers | 11 | 15 | 13 800 | |
| Magazine websites | 6 | 6 | 5 500 | |
| Newspaper websites | 11 | 9 | 8 300 | |
| Blogs | 7 | 6 | 5 500 | |
| Social media | 22 | 19 | 17 500 | |
| Other websites | 32 | 27 | 24 800 | |
| Television | 8 | 8 | 7 400 | |
| Radio | 3 | 2 | 1 800 | |
| Direct mail | 4 | 5 | 4 600 | |
| None of these | 44 | 46 | 42 300 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 23 | 21 200 |
| Newspapers | 13 | 17 | 15 600 | |
| Magazine websites | 8 | 13 | 12 000 | |
| Newspaper websites | 9 | 11 | 10 100 | |
| Blogs | 5 | 7 | 6 400 | |
| Social media | 26 | 28 | 25 800 | |
| Other websites | 39 | 40 | 36 800 | |
| Television | 13 | 15 | 13 800 | |
| Radio | 3 | 3 | 2 800 | |
| Direct mail | 15 | 23 | 21 200 | |
| None of these | 36 | 29 | 26 700 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 19 | 17 500 |
| Newspapers | 16 | 22 | 20 200 | |
| Magazine websites | 7 | 10 | 9 200 | |
| Newspaper websites | 9 | 10 | 9 200 | |
| Blogs | 5 | 5 | 4 600 | |
| Social media | 26 | 24 | 22 100 | |
| Other websites | 42 | 41 | 37 700 | |
| Television | 14 | 16 | 14 700 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 30 | 42 | 38 600 | |
| None of these | 28 | 21 | 19 300 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 8 | 7 400 |
| Well-being and health | 50 | 74 | 68 100 | |
| Charity work | 13 | 17 | 15 600 | |
| Self development | 32 | 34 | 31 300 | |
| Celebrities | 14 | 30 | 27 600 | |
| Fishing | 16 | 7 | 6 400 | |
| Beauty care and cosmetics | 16 | 38 | 35 000 | |
| Literature | 27 | 41 | 37 700 | |
| Domestic and foreign news | 52 | 53 | 48 800 | |
| Domestic travel | 32 | 40 | 36 800 | |
| Culture | 33 | 47 | 43 200 | |
| Crafts | 25 | 28 | 25 800 | |
| Nature and going outdoor | 52 | 56 | 51 500 | |
| Hunting | 10 | 3 | 2 800 | |
| Style and fashion | 20 | 43 | 39 600 | |
| Music and concerts | 36 | 43 | 39 600 | |
| Going on summer cottage | 29 | 29 | 26 700 | |
| Local affairs | 55 | 65 | 59 800 | |
| Computer/console/mobile playing | 17 | 4 | 3 700 | |
| Politics | 42 | 37 | 34 000 | |
| Gardening and plants | 30 | 43 | 39 600 | |
| Building and renovating | 34 | 25 | 23 000 | |
| Food and drink | 38 | 48 | 44 200 | |
| Cooking, baking, recipes | 38 | 52 | 47 800 | |
| Investment | 23 | 22 | 20 200 | |
| Decorating | 28 | 52 | 47 800 | |
| Economic and finances | 35 | 32 | 29 400 | |
| Science | 35 | 22 | 20 200 | |
| Travelling abroad | 34 | 39 | 35 900 | |
| Sports, exercising | 45 | 43 | 39 600 | |
| Sailing, boating | 10 | 4 | 3 700 | |
| Consumer electronics and information technology | 21 | 8 | 7 400 | |
| Environmental matters | 31 | 28 | 25 800 | |
| 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 | 900 |
| Buying an apartment | 11 | 9 | 8 300 | |
| Home renovation | 27 | 26 | 23 900 | |
| Buying a car | 27 | 21 | 19 300 | |
| Buying a boat | 3 | 2 | 1 800 | |
| None of these | 51 | 55 | 50 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 46 | 42 300 |
| Repair and construction products | 39 | 37 | 34 000 | |
| Domestic appliances | 38 | 39 | 35 900 | |
| Electronics or IT products | 49 | 38 | 35 000 | |
| Cars | 19 | 17 | 15 600 | |
| Clothing and footwear | 84 | 86 | 79 100 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 35 900 | |
| Sports clothing, footwear or equipment | 58 | 58 | 53 400 | |
| Saving or investing products or services | 29 | 28 | 25 800 | |
| Cosmetics and beauty products | 49 | 68 | 62 600 | |
| Mobile phones | 29 | 26 | 23 900 | |
| Travels | 50 | 55 | 50 600 | |
| Products and services for health and well-being | 61 | 68 | 62 600 | |
| None of the above | 1 | 2 | 1 800 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 32 | 29 400 |
| Repair and construction products | 33 | 32 | 29 400 | |
| Domestic appliances | 18 | 16 | 14 700 | |
| Electronics or IT products | 27 | 16 | 14 700 | |
| Cars | 14 | 10 | 9 200 | |
| Clothing and footwear | 67 | 75 | 69 000 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 34 | 31 300 | |
| Sports clothing, footwear or equipment | 44 | 44 | 40 500 | |
| Saving or investing products or services | 24 | 25 | 23 000 | |
| Cosmetics and beauty products | 38 | 57 | 52 400 | |
| Mobile phones | 16 | 14 | 12 900 | |
| Travels | 46 | 50 | 46 000 | |
| Products and services for health and well-being | 49 | 59 | 54 300 | |
| None of the above | 6 | 4 | 3 700 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 4 600 |
| Insurance company | 11 | 8 | 7 400 | |
| electric company | 17 | 13 | 12 000 | |
| Internet Connection | 10 | 5 | 4 600 | |
| Phone-subscription | 14 | 10 | 9 200 | |
| None of the above | 48 | 56 | 51 500 | |
| Can not say | 18 | 19 | 17 500 | |
| Uses of extra money | Magazines, books, movies | 16 | 19 | 17 500 |
| Eating, drinking, partying in a restaurant | 35 | 35 | 32 200 | |
| Exercise hobbies and equipment | 28 | 28 | 25 800 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 43 | 39 600 | |
| Renovation, decoration | 23 | 23 | 21 200 | |
| Health services and one's own well-being | 22 | 28 | 25 800 | |
| Travelling | 44 | 50 | 46 000 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 4 600 | |
| Clothes, shoes and bags | 22 | 25 | 23 000 | |
| Home services (cleaning and other housekeeping services) | 5 | 8 | 7 400 | |
| Car, boat, motorcycle | 11 | 6 | 5 500 | |
| Cosmetics and beauty care | 12 | 15 | 13 800 | |
| Saving, investing | 49 | 50 | 46 000 | |
| Other | 8 | 7 | 6 400 | |
| There is no extra money after mandatory expenses | 8 | 7 | 6 400 | |
| Can not say | 3 | 3 | 2 800 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 635 800
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 76 | 81 000 |
| Men | 49 | 24 | 11 000 | |
| Native language | Finnish | 95 | 97 | 88 300 |
| Swedish | 5 | 3 | 3 700 | |
| Age | 15-24 y | 13 | 14 | 5 500 |
| 25-34 y | 14 | 15 | 6 400 | |
| 35-44 y | 14 | 20 | 9 200 | |
| 45-54 y | 14 | 18 | 15 600 | |
| 55-64 y | 15 | 17 | 17 500 | |
| 65+ y | 30 | 17 | 36 800 | |
| Gender + age | Female 15-29 years | 9 | 16 | 6 400 |
| Female 30-49 years | 14 | 30 | 20 200 | |
| Female 50+ years | 28 | 30 | 55 200 | |
| Male 15-29 years | 10 | 4 | 1 800 | |
| Male 30-49 years | 15 | 8 | 1 800 | |
| Male 50+ years | 24 | 11 | 7 400 | |
| Household position | Lives at home with parents | 7 | 6 | 2 800 |
| Lives alone | 29 | 25 | 26 700 | |
| Lives with spouse | 36 | 32 | 35 000 | |
| Lives with spouse and children | 24 | 31 | 22 100 | |
| Single parent | 2 | 4 | 2 800 | |
| Other | 3 | 2 | 1 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 15 | 22 100 |
| No | 39 | 36 | 48 800 | |
| No answer (under 45 year olds) | 41 | 49 | 21 200 | |
| Education | Elementary school | 4 | 2 | 3 700 |
| Secondary school | 6 | 5 | 6 400 | |
| Vocational | 27 | 20 | 24 800 | |
| High school | 13 | 15 | 8 300 | |
| University of Applied Sciences | 20 | 23 | 18 400 | |
| University | 28 | 33 | 27 600 | |
| Something else | 2 | 2 | 1 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 88 300 |
| No | 6 | 5 | 2 800 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 67 | 73 600 |
| No | 32 | 33 | 18 400 | |
| Size of the household | 1 pers | 28 | 26 | 27 600 |
| 2 pers | 38 | 32 | 36 800 | |
| 3 pers | 14 | 18 | 11 000 | |
| 4 pers | 12 | 15 | 11 000 | |
| 5+ pers | 7 | 9 | 4 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 8 300 |
| 20 000 - 35 000 € /y | 17 | 12 | 14 700 | |
| 35 001 - 50 000 € /y | 18 | 17 | 17 500 | |
| 50 001 - 85 000 € /y | 21 | 22 | 21 200 | |
| 85 001 - 100 000 € /y | 8 | 10 | 6 400 | |
| Over 100 000 € /y | 10 | 14 | 10 100 | |
| Dont want to tell | 5 | 5 | 7 400 | |
| Cant say / No answer | 10 | 11 | 6 400 | |
| Family with kids | Yes | 32 | 42 | 27 600 |
| No | 68 | 58 | 64 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 17 | 11 000 |
| 2 children | 13 | 16 | 12 000 | |
| 3 children | 5 | 6 | 3 700 | |
| 4 children | 1 | 1 | 900 | |
| 5+ children | 1 | 2 | 900 | |
| There are no children | 67 | 58 | 64 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 17 | 15 600 |
| Dog | 26 | 29 | 23 000 | |
| Some other pet | 5 | 6 | 4 600 | |
| No pets | 61 | 57 | 57 000 | |
| Health services used in the household | Public health services | 85 | 85 | 79 100 |
| Employer - funded health care services | 50 | 61 | 44 200 | |
| Private, self-funded healthcare services | 39 | 39 | 42 300 | |
| Private health insurance services | 26 | 32 | 23 000 | |
| No health care | 1 | 1 | 900 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 32 | 33 | 29 400 |
| Row house or semi-detached house | 17 | 18 | 16 600 | |
| Detached house | 46 | 45 | 41 400 | |
| Farm | 4 | 3 | 3 700 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 75 | 74 500 |
| Rented residence | 20 | 22 | 15 600 | |
| Right of residence apartment | 2 | 2 | 900 | |
| Something else | 1 | 1 | 900 | |
| Can not say | 1 | 1 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 40 | 41 400 |
| No | 58 | 59 | 49 700 | |
| Can not say | 1 | 1 | 900 | |
| Number of cars in household | One car | 45 | 44 | 42 300 |
| Two cars | 30 | 32 | 29 400 | |
| Three or more cars | 10 | 10 | 8 300 | |
| No car | 14 | 15 | 12 900 | |
| Type of car, if buying now | New | 21 | 18 | 20 200 |
| Used | 70 | 72 | 59 800 | |
| Company car | 5 | 4 | 2 800 | |
| Leasing (personal) | 9 | 10 | 7 400 | |
| Shared car | 3 | 4 | 2 800 | |
| Doesn't use a car | 8 | 8 | 10 100 | |
| Can not say | 5 | 6 | 5 500 | |
| Advertising ban at the door / mailbox | Yes | 27 | 29 | 22 100 |
| No | 72 | 71 | 69 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 15 | 7 400 |
| No | 76 | 80 | 80 000 | |
| Can not say | 5 | 4 | 4 600 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 24 | 19 300 |
| Turku or Tampere | 8 | 8 | 6 400 | |
| Oulu | 4 | 4 | 2 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 14 700 | |
| Urban municipality | 25 | 24 | 25 800 | |
| Conurbation | 16 | 16 | 14 700 | |
| Countryside | 13 | 9 | 9 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 8 | 22 100 |
| 5-6 days a week | 4 | 3 | 5 500 | |
| 1-4 days a week | 24 | 25 | 35 900 | |
| Monthly | 25 | 31 | 19 300 | |
| Rarely | 26 | 28 | 8 300 | |
| Never | 8 | 4 | 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 24 800 |
| 5-6 days a week | 5 | 8 | 5 500 | |
| 1-4 days a week | 20 | 29 | 20 200 | |
| Monthly | 15 | 18 | 10 100 | |
| Rarely | 23 | 13 | 15 600 | |
| Never | 13 | 5 | 13 800 | |
| Can not say | 1 | 0 | 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 19 | 35 900 |
| 5-6 days a week | 5 | 4 | 4 600 | |
| 1-4 days a week | 23 | 26 | 24 800 | |
| Monthly | 15 | 20 | 12 900 | |
| Rarely | 24 | 25 | 11 000 | |
| Never | 8 | 6 | 1 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 67 | 56 100 |
| 5-6 days a week | 9 | 13 | 9 200 | |
| 1-4 days a week | 17 | 14 | 11 000 | |
| Monthly | 6 | 3 | 4 600 | |
| Rarely | 8 | 2 | 5 500 | |
| Never | 5 | 1 | 5 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 3 | 3 700 |
| 5-6 days a week | 4 | 4 | 5 500 | |
| 1-4 days a week | 41 | 39 | 44 200 | |
| Monthly | 18 | 20 | 14 700 | |
| Rarely | 23 | 25 | 16 600 | |
| Never | 9 | 8 | 6 400 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 18 400 |
| 5-6 days a week | 10 | 11 | 8 300 | |
| 1-4 days a week | 30 | 32 | 25 800 | |
| Monthly | 21 | 23 | 18 400 | |
| Rarely | 15 | 12 | 12 900 | |
| Never | 6 | 3 | 7 400 | |
| Can not say | 1 | 0 | 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 17 | 12 900 |
| 5-6 days a week | 10 | 13 | 7 400 | |
| 1-4 days a week | 22 | 23 | 15 600 | |
| Monthly | 9 | 11 | 9 200 | |
| Rarely | 13 | 14 | 13 800 | |
| Never | 30 | 22 | 33 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 36 | 48 800 |
| 5-6 days a week | 10 | 11 | 11 000 | |
| 1-4 days a week | 19 | 22 | 15 600 | |
| Monthly | 12 | 15 | 7 400 | |
| Rarely | 12 | 13 | 7 400 | |
| Never | 3 | 3 | 1 800 | |
| Can not say | 0 | 1 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 28 | 37 700 |
| 5-6 days a week | 12 | 13 | 12 900 | |
| 1-4 days a week | 22 | 25 | 18 400 | |
| Monthly | 12 | 14 | 7 400 | |
| Rarely | 13 | 14 | 8 300 | |
| Never | 8 | 6 | 6 400 | |
| Can not say | 0 | 1 | 900 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 17 | 23 900 |
| 5-6 days a week | 6 | 6 | 7 400 | |
| 1-4 days a week | 16 | 16 | 14 700 | |
| Monthly | 13 | 13 | 9 200 | |
| Rarely | 27 | 30 | 24 800 | |
| Never | 15 | 17 | 12 000 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 15 | 13 800 |
| 5-6 days a week | 9 | 11 | 8 300 | |
| 1-4 days a week | 21 | 24 | 20 200 | |
| Monthly | 14 | 16 | 13 800 | |
| Rarely | 23 | 22 | 21 200 | |
| Never | 16 | 12 | 14 700 | |
| Can not say | 1 | 1 | 900 | |
| The frequency of listening: Podcasts | Daily | 6 | 6 | 2 800 |
| 5-6 days a week | 3 | 4 | 1 800 | |
| 1-4 days a week | 11 | 13 | 9 200 | |
| Monthly | 14 | 17 | 12 000 | |
| Rarely | 27 | 29 | 27 600 | |
| Never | 36 | 29 | 36 800 | |
| Can not say | 2 | 1 | 2 800 | |
| User frequency and following: Social media | Daily | 59 | 70 | 59 800 |
| 5-6 days a week | 8 | 7 | 5 500 | |
| 1-4 days a week | 8 | 7 | 5 500 | |
| Monthly | 3 | 2 | 1 800 | |
| Rarely | 6 | 4 | 4 600 | |
| Never | 16 | 10 | 14 700 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 17 | 9 200 |
| 5-6 days a week | 6 | 6 | 2 800 | |
| 1-4 days a week | 13 | 16 | 11 000 | |
| Monthly | 8 | 10 | 6 400 | |
| Rarely | 20 | 21 | 19 300 | |
| Never | 38 | 29 | 40 500 | |
| Can not say | 1 | 1 | 1 800 | |
| User frequency: Instant messaging | Daily | 69 | 80 | 65 300 |
| 5-6 days a week | 11 | 10 | 10 100 | |
| 1-4 days a week | 9 | 6 | 7 400 | |
| Monthly | 3 | 1 | 1 800 | |
| Rarely | 2 | 1 | 900 | |
| Never | 6 | 3 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 16 | 23 900 |
| 5-6 days a week | 6 | 7 | 5 500 | |
| 1-4 days a week | 14 | 16 | 14 700 | |
| Monthly | 22 | 22 | 19 300 | |
| Rarely | 34 | 34 | 25 800 | |
| Never | 7 | 4 | 2 800 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 2 800 |
| 5-6 days a week | 1 | 2 | 900 | |
| 1-4 days a week | 4 | 5 | 3 700 | |
| Monthly | 7 | 8 | 6 400 | |
| Rarely | 30 | 34 | 24 800 | |
| Never | 53 | 47 | 53 400 | |
| Can not say | 1 | 1 | 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 9 | 7 400 |
| 5-6 days a week | 3 | 4 | 2 800 | |
| 1-4 days a week | 6 | 6 | 6 400 | |
| Monthly | 8 | 10 | 6 400 | |
| Rarely | 23 | 25 | 19 300 | |
| Never | 54 | 46 | 50 600 | |
| Can not say | 1 | 0 | 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 7 400 |
| 5-6 days a week | 9 | 9 | 4 600 | |
| 1-4 days a week | 23 | 26 | 18 400 | |
| Monthly | 21 | 25 | 25 800 | |
| Rarely | 17 | 19 | 22 100 | |
| Never | 10 | 6 | 13 800 | |
| Can not say | 0 | 0 | 900 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 2 800 |
| 5-6 days a week | 2 | 3 | 900 | |
| 1-4 days a week | 8 | 11 | 7 400 | |
| Monthly | 8 | 11 | 8 300 | |
| Rarely | 12 | 13 | 9 200 | |
| Never | 59 | 55 | 57 000 | |
| Cant say / No answer | 6 | 3 | 5 500 | |
| Usage/following: Facebook | Daily | 39 | 47 | 46 000 |
| 5-6 days a week | 8 | 8 | 7 400 | |
| 1-4 days a week | 11 | 11 | 8 300 | |
| Monthly | 6 | 7 | 4 600 | |
| Rarely | 9 | 9 | 4 600 | |
| Never | 22 | 17 | 17 500 | |
| Cant say / No answer | 4 | 2 | 4 600 | |
| Usage/Following: Instagram | Daily | 32 | 44 | 35 000 |
| 5-6 days a week | 7 | 8 | 5 500 | |
| 1-4 days a week | 9 | 10 | 6 400 | |
| Monthly | 5 | 6 | 4 600 | |
| Rarely | 9 | 8 | 7 400 | |
| Never | 33 | 23 | 29 400 | |
| Cant say / No answer | 5 | 2 | 4 600 | |
| Usage/following rate: Snapchat | Daily | 15 | 18 | 8 300 |
| 5-6 days a week | 2 | 3 | 1 800 | |
| 1-4 days a week | 3 | 3 | 1 800 | |
| Monthly | 2 | 3 | 1 800 | |
| Rarely | 5 | 6 | 5 500 | |
| Never | 69 | 65 | 67 200 | |
| Cant say / No answer | 5 | 2 | 5 500 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 3 700 |
| 5-6 days a week | 2 | 2 | 900 | |
| 1-4 days a week | 4 | 5 | 1 800 | |
| Monthly | 5 | 5 | 2 800 | |
| Rarely | 11 | 13 | 8 300 | |
| Never | 68 | 68 | 68 100 | |
| Cant say / No answer | 5 | 2 | 4 600 | |
| Usage/Following: TikTok | Daily | 10 | 11 | 5 500 |
| 5-6 days a week | 3 | 3 | 1 800 | |
| 1-4 days a week | 4 | 5 | 3 700 | |
| Monthly | 3 | 3 | 1 800 | |
| Rarely | 8 | 10 | 10 100 | |
| Never | 68 | 64 | 65 300 | |
| Cant say / No answer | 4 | 2 | 4 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 17 | 11 000 |
| Partially agree | 43 | 46 | 41 400 | |
| Partially disagree | 30 | 27 | 27 600 | |
| Completely disagree | 10 | 8 | 9 200 | |
| Can not say | 3 | 2 | 2 800 | |
| I prefer domestic products | Completely agree | 33 | 32 | 30 400 |
| Partially agree | 55 | 56 | 53 400 | |
| Partially disagree | 9 | 10 | 7 400 | |
| Completely disagree | 1 | 1 | 0 | |
| Can not say | 2 | 1 | 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 22 | 20 200 |
| Partially agree | 54 | 55 | 52 400 | |
| Partially disagree | 18 | 17 | 13 800 | |
| Completely disagree | 4 | 3 | 1 800 | |
| Can not say | 3 | 3 | 3 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 22 | 20 200 |
| Partially agree | 58 | 58 | 57 000 | |
| Partially disagree | 15 | 16 | 12 000 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 2 | 3 | 1 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 12 | 10 100 |
| Partially agree | 48 | 47 | 42 300 | |
| Partially disagree | 33 | 34 | 32 200 | |
| Completely disagree | 5 | 5 | 4 600 | |
| Can not say | 2 | 2 | 2 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 43 | 36 800 |
| Partially agree | 50 | 47 | 45 100 | |
| Partially disagree | 9 | 8 | 8 300 | |
| Completely disagree | 2 | 1 | 1 800 | |
| Can not say | 1 | 1 | 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 4 600 |
| Partially agree | 24 | 24 | 20 200 | |
| Partially disagree | 38 | 40 | 35 900 | |
| Completely disagree | 24 | 22 | 22 100 | |
| Can not say | 9 | 9 | 9 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 4 600 |
| Partially agree | 36 | 34 | 33 100 | |
| Partially disagree | 45 | 48 | 42 300 | |
| Completely disagree | 11 | 10 | 11 000 | |
| Can not say | 4 | 3 | 1 800 | |
| I prefer local shops and services | Completely agree | 27 | 26 | 28 500 |
| Partially agree | 58 | 59 | 52 400 | |
| Partially disagree | 11 | 13 | 8 300 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 2 | 2 | 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 3 700 |
| Partially agree | 28 | 32 | 28 500 | |
| Partially disagree | 29 | 30 | 24 800 | |
| Completely disagree | 32 | 27 | 25 800 | |
| Can not say | 7 | 6 | 9 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 7 400 |
| Partially agree | 32 | 32 | 28 500 | |
| Partially disagree | 37 | 38 | 36 800 | |
| Completely disagree | 20 | 19 | 17 500 | |
| Can not say | 2 | 2 | 2 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 17 500 |
| Partially agree | 50 | 50 | 51 500 | |
| Partially disagree | 24 | 23 | 16 600 | |
| Completely disagree | 6 | 5 | 3 700 | |
| Can not say | 4 | 3 | 2 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 17 500 |
| Partially agree | 51 | 52 | 50 600 | |
| Partially disagree | 22 | 21 | 19 300 | |
| Completely disagree | 6 | 5 | 2 800 | |
| Can not say | 3 | 2 | 2 800 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 9 200 |
| Partially agree | 58 | 57 | 52 400 | |
| Partially disagree | 21 | 22 | 21 200 | |
| Completely disagree | 5 | 4 | 5 500 | |
| Can not say | 3 | 3 | 3 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 18 | 12 000 |
| Partially agree | 41 | 41 | 36 800 | |
| Partially disagree | 31 | 30 | 29 400 | |
| Completely disagree | 12 | 9 | 11 000 | |
| Can not say | 3 | 3 | 2 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 14 700 |
| Quite positively | 61 | 64 | 59 800 | |
| Quite negatively | 16 | 14 | 12 000 | |
| Very negative | 4 | 3 | 1 800 | |
| Can not say | 6 | 5 | 4 600 | |
| Magazines | Very positive | 13 | 16 | 14 700 |
| Quite positively | 60 | 62 | 58 000 | |
| Quite negatively | 17 | 15 | 14 700 | |
| Very negative | 4 | 3 | 1 800 | |
| Can not say | 6 | 5 | 3 700 | |
| Free and local newspapers | Very positive | 24 | 27 | 25 800 |
| Quite positively | 56 | 57 | 51 500 | |
| Quite negatively | 11 | 10 | 8 300 | |
| Very negative | 4 | 3 | 900 | |
| Can not say | 6 | 4 | 5 500 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 7 400 |
| Quite positively | 45 | 48 | 42 300 | |
| Quite negatively | 30 | 31 | 26 700 | |
| Very negative | 10 | 8 | 5 500 | |
| Can not say | 8 | 5 | 10 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 7 | 5 500 |
| Quite positively | 33 | 39 | 33 100 | |
| Quite negatively | 32 | 33 | 29 400 | |
| Very negative | 17 | 13 | 11 000 | |
| Can not say | 12 | 8 | 12 900 | |
| Blogs | Very positive | 4 | 5 | 4 600 |
| Quite positively | 25 | 32 | 23 000 | |
| Quite negatively | 29 | 30 | 23 000 | |
| Very negative | 16 | 12 | 11 000 | |
| Can not say | 26 | 22 | 30 400 | |
| Newsletters to email | Very positive | 2 | 2 | 2 800 |
| Quite positively | 17 | 19 | 18 400 | |
| Quite negatively | 34 | 37 | 33 100 | |
| Very negative | 43 | 39 | 34 000 | |
| Can not say | 4 | 3 | 3 700 | |
| Other websites | Very positive | 3 | 4 | 4 600 |
| Quite positively | 38 | 42 | 35 000 | |
| Quite negatively | 34 | 34 | 30 400 | |
| Very negative | 14 | 10 | 8 300 | |
| Can not say | 11 | 10 | 13 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 6 400 |
| Quite positively | 46 | 50 | 46 900 | |
| Quite negatively | 29 | 28 | 26 700 | |
| Very negative | 13 | 10 | 8 300 | |
| Can not say | 4 | 4 | 2 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 3 700 |
| Quite positively | 35 | 38 | 33 100 | |
| Quite negatively | 33 | 35 | 30 400 | |
| Very negative | 20 | 17 | 15 600 | |
| Can not say | 7 | 6 | 8 300 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 21 | 22 100 |
| Quite positively | 46 | 46 | 44 200 | |
| Quite negatively | 17 | 16 | 12 000 | |
| Very negative | 14 | 12 | 8 300 | |
| Can not say | 5 | 4 | 5 500 | |
| Out-of-home advertising | Very positive | 11 | 13 | 11 000 |
| Quite positively | 52 | 57 | 48 800 | |
| Quite negatively | 21 | 18 | 18 400 | |
| Very negative | 9 | 6 | 4 600 | |
| Can not say | 8 | 6 | 8 300 | 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 | 22 | 24 800 |
| Partially agree | 60 | 60 | 51 500 | |
| Partially disagree | 11 | 9 | 9 200 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 9 | 6 | 5 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 21 | 21 200 |
| Partially agree | 57 | 59 | 53 400 | |
| Partially disagree | 14 | 11 | 9 200 | |
| Completely disagree | 5 | 3 | 2 800 | |
| Can not say | 8 | 6 | 5 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 25 | 22 100 |
| Partially agree | 46 | 45 | 41 400 | |
| Partially disagree | 12 | 12 | 9 200 | |
| Completely disagree | 5 | 4 | 3 700 | |
| Can not say | 15 | 14 | 16 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 28 500 |
| Partially agree | 49 | 51 | 46 000 | |
| Partially disagree | 7 | 6 | 5 500 | |
| Completely disagree | 2 | 1 | 1 800 | |
| Can not say | 10 | 9 | 10 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 15 600 |
| Partially agree | 51 | 51 | 47 800 | |
| Partially disagree | 14 | 13 | 11 000 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 16 | 17 | 15 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 12 000 |
| Partially agree | 52 | 54 | 50 600 | |
| Partially disagree | 18 | 16 | 13 800 | |
| Completely disagree | 3 | 2 | 1 800 | |
| Can not say | 17 | 17 | 14 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 25 800 |
| Partially agree | 58 | 58 | 54 300 | |
| Partially disagree | 9 | 8 | 6 400 | |
| Completely disagree | 1 | 1 | 900 | |
| Can not say | 9 | 7 | 4 600 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 6 400 |
| Partially agree | 25 | 28 | 25 800 | |
| Partially disagree | 23 | 23 | 21 200 | |
| Completely disagree | 36 | 33 | 29 400 | |
| Can not say | 10 | 8 | 9 200 | |
| I read important magazines from cover to cover | Completely agree | 16 | 18 | 20 200 |
| Partially agree | 33 | 34 | 35 000 | |
| Partially disagree | 29 | 28 | 23 000 | |
| Completely disagree | 17 | 17 | 12 000 | |
| Can not say | 5 | 3 | 1 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 10 100 |
| Partially agree | 45 | 49 | 47 800 | |
| Partially disagree | 28 | 26 | 22 100 | |
| Completely disagree | 10 | 8 | 6 400 | |
| Can not say | 10 | 8 | 5 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 12 000 |
| Partially agree | 35 | 37 | 30 400 | |
| Partially disagree | 23 | 23 | 22 100 | |
| Completely disagree | 23 | 20 | 20 200 | |
| Can not say | 9 | 8 | 7 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 12 000 |
| Partially agree | 33 | 35 | 30 400 | |
| Partially disagree | 27 | 26 | 24 800 | |
| Completely disagree | 24 | 21 | 17 500 | |
| Can not say | 8 | 7 | 6 400 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 19 | 21 200 |
| Partially agree | 50 | 53 | 46 900 | |
| Partially disagree | 19 | 17 | 14 700 | |
| Completely disagree | 13 | 8 | 6 400 | |
| Can not say | 5 | 4 | 1 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 15 | 14 700 |
| Partially agree | 29 | 34 | 33 100 | |
| Partially disagree | 27 | 25 | 23 000 | |
| Completely disagree | 29 | 21 | 17 500 | |
| Can not say | 7 | 5 | 3 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 800 |
| Partially agree | 18 | 22 | 12 900 | |
| Partially disagree | 33 | 38 | 34 000 | |
| Completely disagree | 38 | 30 | 32 200 | |
| Can not say | 10 | 8 | 11 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 18 | 23 000 |
| Partially agree | 41 | 39 | 39 600 | |
| Partially disagree | 23 | 24 | 16 600 | |
| Completely disagree | 12 | 11 | 7 400 | |
| Can not say | 8 | 8 | 5 500 | 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 | 10 100 |
| Newspapers | 12 | 11 | 12 900 | |
| Magazine websites | 7 | 8 | 3 700 | |
| Newspaper websites | 8 | 9 | 5 500 | |
| Blogs | 3 | 3 | 900 | |
| Social media | 16 | 16 | 10 100 | |
| Other websites | 44 | 44 | 34 000 | |
| Television | 11 | 11 | 10 100 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 10 | 9 | 12 000 | |
| None of these | 39 | 42 | 43 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 13 | 17 500 |
| Newspapers | 15 | 13 | 20 200 | |
| Magazine websites | 9 | 13 | 11 000 | |
| Newspaper websites | 11 | 13 | 10 100 | |
| Blogs | 6 | 8 | 2 800 | |
| Social media | 28 | 34 | 21 200 | |
| Other websites | 50 | 54 | 41 400 | |
| Television | 19 | 18 | 18 400 | |
| Radio | 3 | 3 | 2 800 | |
| Direct mail | 35 | 35 | 40 500 | |
| None of these | 16 | 15 | 16 600 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 24 | 31 300 |
| Newspapers | 8 | 8 | 10 100 | |
| Magazine websites | 10 | 17 | 14 700 | |
| Newspaper websites | 7 | 9 | 8 300 | |
| Blogs | 7 | 13 | 7 400 | |
| Social media | 31 | 49 | 34 000 | |
| Other websites | 17 | 22 | 19 300 | |
| Television | 14 | 15 | 18 400 | |
| Radio | 2 | 3 | 2 800 | |
| Direct mail | 17 | 19 | 25 800 | |
| None of these | 43 | 28 | 25 800 | |
| Information sources, travel | Print magazines | 16 | 18 | 23 000 |
| Newspapers | 15 | 15 | 20 200 | |
| Magazine websites | 10 | 15 | 12 000 | |
| Newspaper websites | 11 | 14 | 11 000 | |
| Blogs | 12 | 18 | 11 000 | |
| Social media | 38 | 50 | 35 000 | |
| Other websites | 49 | 55 | 49 700 | |
| Television | 17 | 18 | 17 500 | |
| Radio | 3 | 4 | 3 700 | |
| Direct mail | 9 | 8 | 11 000 | |
| None of these | 25 | 19 | 16 600 | |
| Information sources, style and fashion | Print magazines | 22 | 28 | 36 800 |
| Newspapers | 11 | 11 | 14 700 | |
| Magazine websites | 12 | 21 | 18 400 | |
| Newspaper websites | 8 | 11 | 8 300 | |
| Blogs | 9 | 16 | 9 200 | |
| Social media | 37 | 52 | 36 800 | |
| Other websites | 34 | 43 | 34 000 | |
| Television | 18 | 22 | 22 100 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 25 | 25 | 32 200 | |
| None of these | 28 | 18 | 16 600 | |
| Information sources, building and renovating | Print magazines | 17 | 19 | 23 900 |
| Newspapers | 13 | 12 | 12 900 | |
| Magazine websites | 9 | 13 | 11 000 | |
| Newspaper websites | 9 | 10 | 7 400 | |
| Blogs | 7 | 11 | 5 500 | |
| Social media | 26 | 36 | 22 100 | |
| Other websites | 33 | 37 | 29 400 | |
| Television | 18 | 21 | 19 300 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 27 | 27 | 32 200 | |
| None of these | 31 | 27 | 28 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 41 | 47 800 |
| Newspapers | 25 | 24 | 30 400 | |
| Magazine websites | 21 | 31 | 26 700 | |
| Newspaper websites | 23 | 28 | 22 100 | |
| Blogs | 14 | 22 | 13 800 | |
| Social media | 45 | 60 | 41 400 | |
| Other websites | 32 | 35 | 29 400 | |
| Television | 29 | 27 | 28 500 | |
| Radio | 7 | 6 | 5 500 | |
| Direct mail | 26 | 26 | 31 300 | |
| None of these | 11 | 7 | 6 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 7 | 11 000 |
| Newspapers | 10 | 8 | 12 900 | |
| Magazine websites | 3 | 5 | 4 600 | |
| Newspaper websites | 5 | 6 | 5 500 | |
| Blogs | 1 | 3 | 1 800 | |
| Social media | 12 | 15 | 12 900 | |
| Other websites | 27 | 31 | 27 600 | |
| Television | 12 | 12 | 13 800 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 16 | 16 | 20 200 | |
| None of these | 52 | 49 | 40 500 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 30 | 35 900 |
| Newspapers | 14 | 14 | 16 600 | |
| Magazine websites | 11 | 18 | 14 700 | |
| Newspaper websites | 9 | 11 | 9 200 | |
| Blogs | 7 | 12 | 7 400 | |
| Social media | 31 | 45 | 29 400 | |
| Other websites | 31 | 36 | 26 700 | |
| Television | 19 | 20 | 20 200 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 31 | 32 | 38 600 | |
| None of these | 24 | 17 | 16 600 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 11 000 |
| Newspapers | 11 | 11 | 13 800 | |
| Magazine websites | 6 | 9 | 5 500 | |
| Newspaper websites | 11 | 14 | 8 300 | |
| Blogs | 7 | 11 | 5 500 | |
| Social media | 22 | 28 | 17 500 | |
| Other websites | 32 | 34 | 24 800 | |
| Television | 8 | 7 | 7 400 | |
| Radio | 3 | 3 | 1 800 | |
| Direct mail | 4 | 3 | 4 600 | |
| None of these | 44 | 40 | 42 300 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 21 200 |
| Newspapers | 13 | 12 | 15 600 | |
| Magazine websites | 8 | 13 | 12 000 | |
| Newspaper websites | 9 | 12 | 10 100 | |
| Blogs | 5 | 9 | 6 400 | |
| Social media | 26 | 36 | 25 800 | |
| Other websites | 39 | 45 | 36 800 | |
| Television | 13 | 13 | 13 800 | |
| Radio | 3 | 3 | 2 800 | |
| Direct mail | 15 | 17 | 21 200 | |
| None of these | 36 | 29 | 26 700 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 13 | 17 500 |
| Newspapers | 16 | 15 | 20 200 | |
| Magazine websites | 7 | 10 | 9 200 | |
| Newspaper websites | 9 | 11 | 9 200 | |
| Blogs | 5 | 8 | 4 600 | |
| Social media | 26 | 35 | 22 100 | |
| Other websites | 42 | 48 | 37 700 | |
| Television | 14 | 15 | 14 700 | |
| Radio | 2 | 2 | 1 800 | |
| Direct mail | 30 | 33 | 38 600 | |
| None of these | 28 | 22 | 19 300 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 16 | 7 400 |
| Well-being and health | 50 | 67 | 68 100 | |
| Charity work | 13 | 17 | 15 600 | |
| Self development | 32 | 42 | 31 300 | |
| Celebrities | 14 | 26 | 27 600 | |
| Fishing | 16 | 9 | 6 400 | |
| Beauty care and cosmetics | 16 | 32 | 35 000 | |
| Literature | 27 | 37 | 37 700 | |
| Domestic and foreign news | 52 | 60 | 48 800 | |
| Domestic travel | 32 | 43 | 36 800 | |
| Culture | 33 | 44 | 43 200 | |
| Crafts | 25 | 29 | 25 800 | |
| Nature and going outdoor | 52 | 57 | 51 500 | |
| Hunting | 10 | 5 | 2 800 | |
| Style and fashion | 20 | 35 | 39 600 | |
| Music and concerts | 36 | 45 | 39 600 | |
| Going on summer cottage | 29 | 32 | 26 700 | |
| Local affairs | 55 | 63 | 59 800 | |
| Computer/console/mobile playing | 17 | 12 | 3 700 | |
| Politics | 42 | 45 | 34 000 | |
| Gardening and plants | 30 | 41 | 39 600 | |
| Building and renovating | 34 | 33 | 23 000 | |
| Food and drink | 38 | 51 | 44 200 | |
| Cooking, baking, recipes | 38 | 52 | 47 800 | |
| Investment | 23 | 24 | 20 200 | |
| Decorating | 28 | 46 | 47 800 | |
| Economic and finances | 35 | 36 | 29 400 | |
| Science | 35 | 41 | 20 200 | |
| Travelling abroad | 34 | 46 | 35 900 | |
| Sports, exercising | 45 | 48 | 39 600 | |
| Sailing, boating | 10 | 7 | 3 700 | |
| Consumer electronics and information technology | 21 | 16 | 7 400 | |
| Environmental matters | 31 | 38 | 25 800 | |
| 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
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Päätoimittaja
- Katja Sipilä
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201