Metsästys ja Kalastus
Kansikuva Metsästys ja Kalastus 2026

Metsästys ja Kalastus

Finnish hunting and fishing since 1911! Metsästys ja Kalastus is the longest-running, most reliable, and leading publication in its field. Its contributors are the best experts from all over Finland, providing researched information and considered opinions. Metsästys ja Kalastus features practical tests of weapons, ammunition, hunting optics, fishing gear, as well as clothing and equipment for hunters and anglers. These are tested in real-life situations, and everything essential for practical use is measured and evaluated. Metsästys ja Kalastus is a high-quality and credible environment for visibility. The brand reaches a wide audience. Readers are passionate about their hobbies and invest both time and money in equipment and trips. For readers, hunting and fishing—or ideally both—are a way of life. Spending time and being active in nature are unifying factors for all of them. M&K is published 12 times a year. The Metsästys ja Kalastus website and social media channels reach entirely new audiences alongside the magazine’s readers.

Issues per year

12 issues per year

Magazine website

https://metsastysjakalastus.fi/

Magazine in Social Media
Otavamedia Oy Consumer magazines Nature, farming and forestry
Weapons FIAM Hobbies Fishing NRS Dogs Nature Hunting Men

Timetables

Issue Issue Booking Date Material Date Themes and info
1 7.1.2026 10.12.2025 15.12.2025 M&K 115 years. A look at the hunter of the past and future.
2 4.2.2026 14.1.2026 19.1.2026 Hare hunting. Brown hare overtakes the mountain hare. We explore modern hare hunting.
3 4.3.2026 11.2.2026 16.2.2026 Electric motors in fishing boats: insights into both bow and stern motors.
4 1.4.2026 11.3.2026 16.3.2026 Fishing in neighboring countries. Tips for cross-border angling.
5 6.5.2026 14.4.2026 17.4.2026 Lake salmon. What is the current status and future of the species? Natural reproduction vs. stocking.
6 3.6.2026 12.5.2026 18.5.2026 Summer training for hunting dogs and hunters. Tips for maintaining and improving fitness.
7 1.7.2026 9.6.2026 12.6.2026 Responsible trap fishing. We review suitable traps and best practices.
8 5.8.2026 15.7.2026 20.7.2026 Start of the autumn hunting season. Lead-free hunting. 30 years of the lead shot ban in waterfowl hunting.
9 2.9.2026 12.8.2026 17.8.2026 The North American beaver is classified as an invasive species in the EU. What changes in beaver hunting?
10 30.9.2026 9.9.2026 14.9.2026 Start of the moose hunting season. The moose dog is a vital part of a successful hunt.
11 4.11.2026 14.10.2026 19.10.2026 Introduction to night vision devices. Hunting tools regulated by law.
12 2.12.2026 11.11.2026 16.11.2026 Hunting and fishing abroad. Experiences and insights from around the world.

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 landscape Not specified 420 x 275 mm 5 mm 5 700 €
1/1 portrait Not specified 210 x 275 mm 5 mm 3 160 €
1/1 portrait 2. Cover 210 x 275 mm 5 mm 3 480 €
1/1 portrait 3. Cover 210 x 275 mm 5 mm 3 480 €
1/1 Takakansi portrait Back cover 210 x 245 mm 5 mm 3 480 €
1/2 portrait Not specified 102 x 275 mm 5 mm 2 150 €
1/2 landscape Not specified 210 x 135 mm 5 mm 2 150 €
1/4 portrait Not specified 49 x 275 mm 5 mm 1 580 €
1/4 landscape Not specified 210 x 66 mm 5 mm 1 580 €
1/4 square Not specified 102 x 135 mm 5 mm 1 580 €
*) size without marginal Prices valid until 31.12.2026
Size

210 x 275 mm

Printing method

Offset

Binding

Stitching

Printer

PunaMusta Oy

Delivery of ad material and instructions

Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.

ICC profile

Technical information

Terms of delivery

Check the delivery conditions from the publisher

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

210 x 275 mm

Printing method

Offset

Binding

Stiftaus

Printer

PunaMusta Oy

Delivery of ad material and instructions

Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

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

Readers

Readers
147 300
Total reach
151 300
How many times read
1,8
Minutes of reading
58 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 147 300
Minutes of reading58 min
How many times read1,8
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 20 29 500
Men 49 80 117 800
Native language Finnish 95 97 142 900
Swedish 5 3 4 400
Age 15-24 y 13 11 16 200
25-34 y 14 8 11 800
35-44 y 14 11 16 200
45-54 y 14 16 23 600
55-64 y 15 17 25 000
65+ y 30 37 54 500
Gender + age Female 15-29 years 9 3 4 400
Female 30-49 years 14 5 7 400
Female 50+ years 28 12 17 700
Male 15-29 years 10 11 16 200
Male 30-49 years 15 20 29 500
Male 50+ years 24 50 73 600
Household position Lives at home with parents 7 7 10 300
Lives alone 29 20 29 500
Lives with spouse 36 44 64 800
Lives with spouse and children 23 25 36 800
Single parent 2 2 2 900
Other 2 2 2 900
Grandchildren under 18 years of age Yes 20 24 35 400
No 39 46 67 800
No answer (under 45 year olds) 41 30 44 200
Education Elementary school 4 7 10 300
Secondary school 6 6 8 800
Vocational 26 38 56 000
High school 13 10 14 700
University of Applied Sciences 19 16 23 600
University 30 21 30 900
Something else 2 1 1 500
Decision-maker in grocery purchases Yes 93 89 131 100
No 7 10 14 700
Can not say 0 1 1 500
Use of glasses or contact lenses Yes 68 68 100 200
No 32 32 47 100
Size of the household 1 pers 28 21 30 900
2 pers 38 44 64 800
3 pers 14 14 20 600
4 pers 12 11 16 200
5+ pers 7 9 13 300
Household income (gross) Below 20 000 € /y 10 7 10 300
20 000 - 35 000 € /y 15 15 22 100
35 001 - 50 000 € /y 18 23 33 900
50 001 - 85 000 € /y 21 22 32 400
85 001 - 100 000 € /y 8 10 14 700
Over 100 000 € /y 12 11 16 200
Dont want to tell 7 6 8 800
Cant say / No answer 9 7 10 300
Family with kids Yes 33 33 48 600
No 67 67 98 700
Number of children in the household (5th grade) 1 child 13 12 17 700
2 children 12 12 17 700
3 children 5 6 8 800
4 children 1 2 2 900
5+ children 1 1 1 500
There are no children 67 67 98 700
Doesn't want to answer 0 0 0
Pets in household Cat 15 18 26 500
Dog 24 28 41 200
Some other pet 5 6 8 800
No pets 62 58 85 400
Health services used in the household Public health services 85 86 126 700
Employer - funded health care services 51 48 70 700
Private, self-funded healthcare services 39 39 57 400
Private health insurance services 27 26 38 300
No health care 1 1 1 500
Can not say 1 1 1 500
Housing Apartment 33 22 32 400
Row house or semi-detached house 17 14 20 600
Detached house 45 56 82 500
Farm 4 8 11 800
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 83 122 300
Rented residence 22 14 20 600
Right of residence apartment 2 1 1 500
Something else 1 1 1 500
Can not say 1 1 1 500
Cottage or holiday home in regular use Yes 41 48 70 700
No 58 52 76 600
Can not say 1 1 1 500
Number of cars in household One car 46 43 63 300
Two cars 29 36 53 000
Three or more cars 10 14 20 600
No car 15 8 11 800
Type of car, if buying now New 18 20 29 500
Used 71 77 113 400
Company car 5 4 5 900
Leasing (personal) 9 10 14 700
Shared car 2 1 1 500
Doesn't use a car 8 3 4 400
Can not say 5 4 5 900
Advertising ban at the door / mailbox Yes 29 20 29 500
No 70 79 116 400
Can not say 1 1 1 500
Using AdBlocker or similar application Yes 19 18 26 500
No 75 76 111 900
Can not say 5 6 8 800
Type of municipality (7 class) Greater Helsinki 20 10 14 700
Turku or Tampere 8 4 5 900
Oulu 4 4 5 900
70 000 - 150 000 inhabitants town 14 11 16 200
Urban municipality 24 28 41 200
Conurbation 17 20 29 500
Countryside 12 23 33 900
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 19 28 000
5-6 days a week 4 6 8 800
1-4 days a week 23 33 48 600
Monthly 25 24 35 400
Rarely 27 15 22 100
Never 9 2 2 900
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 31 45 700
5-6 days a week 5 7 10 300
1-4 days a week 18 18 26 500
Monthly 16 12 17 700
Rarely 24 22 32 400
Never 13 9 13 300
Can not say 1 1 1 500
The frequency of reading: Print newspapers or afternoon papers Daily 24 33 48 600
5-6 days a week 4 7 10 300
1-4 days a week 22 29 42 700
Monthly 16 14 20 600
Rarely 25 14 20 600
Never 9 2 2 900
Can not say 0 1 1 500
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 59 86 900
5-6 days a week 9 9 13 300
1-4 days a week 16 15 22 100
Monthly 7 4 5 900
Rarely 8 7 10 300
Never 5 6 8 800
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 5 7 400
5-6 days a week 3 4 5 900
1-4 days a week 38 44 64 800
Monthly 20 19 28 000
Rarely 24 19 28 000
Never 10 7 10 300
Can not say 1 2 2 900
The frequency of watching: Free online TV services Daily 19 19 28 000
5-6 days a week 10 13 19 100
1-4 days a week 29 30 44 200
Monthly 20 18 26 500
Rarely 15 15 22 100
Never 6 6 8 800
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 17 25 000
5-6 days a week 10 10 14 700
1-4 days a week 22 21 30 900
Monthly 9 7 10 300
Rarely 12 12 17 700
Never 29 32 47 100
Can not say 1 1 1 500
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 51 75 100
5-6 days a week 10 11 16 200
1-4 days a week 19 17 25 000
Monthly 12 10 14 700
Rarely 13 9 13 300
Never 4 3 4 400
Can not say 0 1 1 500
The frequency of watching: Programs of commercial TV channels Daily 33 41 60 400
5-6 days a week 11 10 14 700
1-4 days a week 20 19 28 000
Monthly 12 10 14 700
Rarely 14 10 14 700
Never 9 8 11 800
Can not say 1 1 1 500
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 29 42 700
5-6 days a week 5 7 10 300
1-4 days a week 15 17 25 000
Monthly 13 14 20 600
Rarely 27 21 30 900
Never 16 11 16 200
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 23 33 900
5-6 days a week 9 10 14 700
1-4 days a week 19 20 29 500
Monthly 14 12 17 700
Rarely 23 20 29 500
Never 17 14 20 600
Can not say 1 1 1 500
The frequency of listening: Podcasts Daily 7 6 8 800
5-6 days a week 4 4 5 900
1-4 days a week 12 10 14 700
Monthly 14 12 17 700
Rarely 26 25 36 800
Never 35 40 58 900
Can not say 2 3 4 400
User frequency and following: Social media Daily 62 56 82 500
5-6 days a week 7 7 10 300
1-4 days a week 7 7 10 300
Monthly 3 3 4 400
Rarely 6 8 11 800
Never 15 19 28 000
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 15 22 100
5-6 days a week 5 5 7 400
1-4 days a week 13 10 14 700
Monthly 8 8 11 800
Rarely 20 20 29 500
Never 36 41 60 400
Can not say 1 1 1 500
Reading frequency: Printed books Daily 17 15 22 100
5-6 days a week 6 5 7 400
1-4 days a week 15 13 19 100
Monthly 22 21 30 900
Rarely 34 36 53 000
Never 7 9 13 300
Can not say 0 1 1 500
Reading frequency: E-books Daily 3 2 2 900
5-6 days a week 2 2 2 900
1-4 days a week 4 3 4 400
Monthly 6 6 8 800
Rarely 30 29 42 700
Never 54 58 85 400
Can not say 1 1 1 500
Listening frequency: Audiobooks Daily 8 6 8 800
5-6 days a week 3 2 2 900
1-4 days a week 6 5 7 400
Monthly 8 8 11 800
Rarely 23 22 32 400
Never 52 56 82 500
Can not say 1 1 1 500
Usage/viewing frequency: YouTube Daily 22 24 35 400
5-6 days a week 9 10 14 700
1-4 days a week 20 20 29 500
Monthly 20 20 29 500
Rarely 19 15 22 100
Never 10 11 16 200
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 5 7 400
5-6 days a week 2 2 2 900
1-4 days a week 7 7 10 300
Monthly 8 6 8 800
Rarely 13 13 19 100
Never 52 53 78 100
Cant say / No answer 11 14 20 600
Usage/following: Facebook Daily 40 39 57 400
5-6 days a week 6 6 8 800
1-4 days a week 11 10 14 700
Monthly 5 5 7 400
Rarely 10 9 13 300
Never 17 18 26 500
Cant say / No answer 10 12 17 700
Usage/Following: Instagram Daily 37 28 41 200
5-6 days a week 6 5 7 400
1-4 days a week 9 9 13 300
Monthly 5 5 7 400
Rarely 8 9 13 300
Never 25 31 45 700
Cant say / No answer 10 13 19 100
Usage/following rate: Snapchat Daily 16 13 19 100
5-6 days a week 2 1 1 500
1-4 days a week 2 2 2 900
Monthly 2 2 2 900
Rarely 5 5 7 400
Never 62 64 94 300
Cant say / No answer 11 13 19 100
Usage/following: X (formerly Twitter) Daily 4 5 7 400
5-6 days a week 2 2 2 900
1-4 days a week 4 4 5 900
Monthly 3 4 5 900
Rarely 11 10 14 700
Never 66 62 91 300
Cant say / No answer 10 13 19 100
Usage/Following: TikTok Daily 13 11 16 200
5-6 days a week 2 2 2 900
1-4 days a week 4 5 7 400
Monthly 3 3 4 400
Rarely 8 7 10 300
Never 62 59 86 900
Cant say / No answer 10 13 19 100
Usage/following frequency: Jodel Daily 3 2 2 900
5-6 days a week 1 0 0
1-4 days a week 2 2 2 900
Monthly 3 2 2 900
Rarely 6 5 7 400
Never 71 70 103 100
Cant say / No answer 15 19 28 000
Usage/following frequency: Threads Daily 3 2 2 900
5-6 days a week 1 1 1 500
1-4 days a week 4 3 4 400
Monthly 3 2 2 900
Rarely 5 3 4 400
Never 69 70 103 100
Cant say / No answer 15 19 28 000
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 0 0
Monthly 1 1 1 500
Rarely 3 2 2 900
Never 80 77 113 400
Cant say / No answer 15 19 28 000
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 13 19 100
Partially agree 42 40 58 900
Partially disagree 29 34 50 100
Completely disagree 10 10 14 700
Can not say 3 4 5 900
I prefer domestic products Completely agree 33 34 50 100
Partially agree 55 54 79 500
Partially disagree 9 10 14 700
Completely disagree 1 1 1 500
Can not say 2 2 2 900
I consciously make responsible choices in my consumption Completely agree 21 19 28 000
Partially agree 54 53 78 100
Partially disagree 18 20 29 500
Completely disagree 4 5 7 400
Can not say 4 3 4 400
When shopping, quality is more important to me than price Completely agree 24 26 38 300
Partially agree 58 59 86 900
Partially disagree 14 12 17 700
Completely disagree 1 1 1 500
Can not say 3 2 2 900
I usually choose the cheapest option Completely agree 13 12 17 700
Partially agree 48 48 70 700
Partially disagree 32 33 48 600
Completely disagree 5 6 8 800
Can not say 2 2 2 900
I often take advantage of discount and campaign prices in my purchases Completely agree 39 38 56 000
Partially agree 49 51 75 100
Partially disagree 9 9 13 300
Completely disagree 2 1 1 500
Can not say 1 1 1 500
In my circle of friends, I am often the first to try new things Completely agree 5 6 8 800
Partially agree 23 25 36 800
Partially disagree 38 37 54 500
Completely disagree 24 23 33 900
Can not say 10 8 11 800
In my opinion, money is for consumption and not for saving Completely agree 5 6 8 800
Partially agree 37 40 58 900
Partially disagree 43 41 60 400
Completely disagree 10 9 13 300
Can not say 4 3 4 400
I prefer local shops and services Completely agree 28 31 45 700
Partially agree 58 57 84 000
Partially disagree 11 10 14 700
Completely disagree 1 1 1 500
Can not say 2 1 1 500
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 5 900
Partially agree 27 28 41 200
Partially disagree 28 26 38 300
Completely disagree 33 36 53 000
Can not say 7 7 10 300
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 13 300
Partially agree 32 37 54 500
Partially disagree 36 33 48 600
Completely disagree 20 17 25 000
Can not say 3 3 4 400
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 15 22 100
Partially agree 49 47 69 200
Partially disagree 23 25 36 800
Completely disagree 7 8 11 800
Can not say 5 5 7 400
Ecology is an important purchase reason for me Completely agree 18 14 20 600
Partially agree 50 49 72 200
Partially disagree 23 27 39 800
Completely disagree 6 7 10 300
Can not say 4 4 5 900
I prefer well-known brands Completely agree 13 14 20 600
Partially agree 59 58 85 400
Partially disagree 20 21 30 900
Completely disagree 5 4 5 900
Can not say 3 3 4 400
I prefer used products in my purchases Completely agree 15 11 16 200
Partially agree 39 39 57 400
Partially disagree 31 37 54 500
Completely disagree 11 10 14 700
Can not say 3 4 5 900
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 20 600
Quite positively 61 64 94 300
Quite negatively 16 13 19 100
Very negative 4 4 5 900
Can not say 6 4 5 900
Magazines Very positive 12 12 17 700
Quite positively 60 62 91 300
Quite negatively 18 16 23 600
Very negative 4 4 5 900
Can not say 7 6 8 800
Free and local newspapers Very positive 22 23 33 900
Quite positively 56 58 85 400
Quite negatively 11 11 16 200
Very negative 4 4 5 900
Can not say 6 5 7 400
Newspaper/Magazine websites or applications Very positive 5 6 8 800
Quite positively 43 47 69 200
Quite negatively 33 31 45 700
Very negative 11 11 16 200
Can not say 8 7 10 300
Social media (Facebook, Instagram etc.) Very positive 5 4 5 900
Quite positively 30 30 44 200
Quite negatively 35 34 50 100
Very negative 19 20 29 500
Can not say 11 12 17 700
Influencer advertising (e.g. in social media) Very positive 4 3 4 400
Quite positively 25 23 33 900
Quite negatively 35 35 51 600
Very negative 23 25 36 800
Can not say 13 14 20 600
Newsletters to email Very positive 2 2 2 900
Quite positively 16 15 22 100
Quite negatively 35 35 51 600
Very negative 45 45 66 300
Can not say 3 3 4 400
Other websites Very positive 2 2 2 900
Quite positively 32 36 53 000
Quite negatively 39 35 51 600
Very negative 15 16 23 600
Can not say 12 11 16 200
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 8 800
Quite positively 44 45 66 300
Quite negatively 31 29 42 700
Very negative 14 15 22 100
Can not say 4 4 5 900
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 5 900
Quite positively 33 34 50 100
Quite negatively 35 35 51 600
Very negative 21 20 29 500
Can not say 7 6 8 800
Home delivered advertisements and catalogues Very positive 14 15 22 100
Quite positively 44 48 70 700
Quite negatively 21 20 29 500
Very negative 15 13 19 100
Can not say 5 4 5 900
Out-of-home advertising Very positive 11 11 16 200
Quite positively 51 50 73 600
Quite negatively 22 23 33 900
Very negative 9 9 13 300
Can not say 8 8 11 800
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 15 22 100
Partially agree 59 62 91 300
Partially disagree 10 10 14 700
Completely disagree 3 3 4 400
Can not say 11 10 14 700
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 15 22 100
Partially agree 56 56 82 500
Partially disagree 14 14 20 600
Completely disagree 4 4 5 900
Can not say 10 10 14 700
When reading a magazine, I don't multitask Completely agree 33 35 51 600
Partially agree 39 37 54 500
Partially disagree 17 16 23 600
Completely disagree 4 4 5 900
Can not say 8 9 13 300
A professional magazine keeps me up to date on professional matters Completely agree 21 25 36 800
Partially agree 44 48 70 700
Partially disagree 11 11 16 200
Completely disagree 5 4 5 900
Can not say 18 13 19 100
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 51 600
Partially agree 47 50 73 600
Partially disagree 7 5 7 400
Completely disagree 3 2 2 900
Can not say 12 8 11 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 20 29 500
Partially agree 51 53 78 100
Partially disagree 13 13 19 100
Completely disagree 3 2 2 900
Can not say 18 12 17 700
Finnish magazines offer reliable product recommendations Completely agree 10 12 17 700
Partially agree 50 51 75 100
Partially disagree 17 19 28 000
Completely disagree 3 3 4 400
Can not say 20 15 22 100
Finnish magazines are of high quality Completely agree 22 23 33 900
Partially agree 57 56 82 500
Partially disagree 9 11 16 200
Completely disagree 1 2 2 900
Can not say 10 8 11 800
Ads in magazines make new things familiar Completely agree 10 10 14 700
Partially agree 48 50 73 600
Partially disagree 22 22 32 400
Completely disagree 7 7 10 300
Can not say 13 11 16 200
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 14 20 600
Partially agree 33 37 54 500
Partially disagree 22 22 32 400
Completely disagree 22 18 26 500
Can not say 11 9 13 300
I have purchased products based on the ad in magazine Completely agree 9 10 14 700
Partially agree 31 33 48 600
Partially disagree 26 28 41 200
Completely disagree 24 21 30 900
Can not say 10 8 11 800
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 12 17 700
Partially agree 48 48 70 700
Partially disagree 20 22 32 400
Completely disagree 12 12 17 700
Can not say 7 6 8 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 6 8 800
Partially agree 28 24 35 400
Partially disagree 27 32 47 100
Completely disagree 28 30 44 200
Can not say 10 8 11 800
Advertising published in magazines is trustworthy Completely agree 4 4 5 900
Partially agree 36 36 53 000
Partially disagree 35 34 50 100
Completely disagree 9 10 14 700
Can not say 16 15 22 100
The free customer magazine is an important customer benefit for me Completely agree 15 15 22 100
Partially agree 39 44 64 800
Partially disagree 23 22 32 400
Completely disagree 12 10 14 700
Can not say 10 8 11 800
I follow one or more magazines on social media Completely agree 7 8 11 800
Partially agree 20 20 29 500
Partially disagree 23 23 33 900
Completely disagree 42 41 60 400
Can not say 7 8 11 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 41 60 400
Partially agree 27 29 42 700
Partially disagree 11 12 17 700
Completely disagree 14 15 22 100
Can not say 2 3 4 400
I usually read many articles at once when I visit magazine websites Completely agree 35 34 50 100
Partially agree 39 43 63 300
Partially disagree 13 12 17 700
Completely disagree 10 8 11 800
Can not say 3 4 5 900
I often end up on newspaper websites through social media or other links Completely agree 18 15 22 100
Partially agree 33 34 50 100
Partially disagree 21 21 30 900
Completely disagree 24 24 35 400
Can not say 4 5 7 400
I read newspaper websites or apps several times a day Completely agree 19 19 28 000
Partially agree 33 36 53 000
Partially disagree 25 26 38 300
Completely disagree 21 16 23 600
Can not say 3 3 4 400
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 17 25 000
Partially agree 21 24 35 400
Partially disagree 17 18 26 500
Completely disagree 37 34 50 100
Can not say 8 7 10 300
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 23 33 900
Partially agree 52 53 78 100
Partially disagree 12 11 16 200
Completely disagree 4 4 5 900
Can not say 8 8 11 800
I want to know if media content has been generated using AI Completely agree 75 72 106 100
Partially agree 16 19 28 000
Partially disagree 3 2 2 900
Completely disagree 2 2 2 900
Can not say 5 6 8 800
I am willing to pay for well-crafted journalistic content Completely agree 31 31 45 700
Partially agree 39 40 58 900
Partially disagree 15 15 22 100
Completely disagree 8 7 10 300
Can not say 7 7 10 300
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 46 67 800
Cosmetics and beauty care 16 7 10 300
Interior design and furniture 26 21 30 900
Renovation and building 24 29 42 700
Domestic appliances 10 14 20 600
Consumer electronics and IT equipment 13 17 25 000
Saving and investing 14 17 25 000
Style and fashion 21 14 20 600
Cars 14 21 30 900
Travelling 23 23 33 900
Sports clothing, footwear or equipment 14 15 22 100
Health and wellness products/services 19 16 23 600
None of these 16 15 22 100
Can not say 10 10 14 700
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 38 56 000
Cosmetics and beauty care 17 8 11 800
Interior design and furniture 21 17 25 000
Renovation and building 21 26 38 300
Domestic appliances 10 13 19 100
Consumer electronics and IT equipment 17 20 29 500
Saving and investing 13 15 22 100
Style and fashion 19 11 16 200
Cars 13 21 30 900
Travelling 23 23 33 900
Sports clothing, footwear or equipment 16 15 22 100
Health and wellness products/services 18 11 16 200
None of these 21 20 29 500
Can not say 12 14 20 600
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 42 61 900
Well-being and health 50 37 54 500
Charity work 14 10 14 700
Self development 32 23 33 900
Celebrities 13 6 8 800
Fishing 15 55 81 000
Beauty care and cosmetics 16 4 5 900
Literature 29 18 26 500
Domestic and foreign news 51 48 70 700
Domestic travel 33 34 50 100
Culture 34 18 26 500
Crafts 25 16 23 600
Nature and going outdoor 52 60 88 400
Hunting 9 50 73 600
Style and fashion 20 6 8 800
Music and concerts 37 24 35 400
Going on summer cottage 29 37 54 500
Local affairs 56 59 86 900
Computer/console/mobile playing 17 14 20 600
Politics 43 40 58 900
Gardening and plants 29 20 29 500
Online gambling or betting 5 8 11 800
Building and renovating 34 42 61 900
Food and drink 38 29 42 700
Cooking, baking, recipes 38 27 39 800
Investment 24 26 38 300
Decorating 28 10 14 700
Economic and finances 36 40 58 900
Science 37 31 45 700
Travelling abroad 34 20 29 500
Sports, exercising 45 53 78 100
Sailing, boating 9 20 29 500
Consumer electronics and information technology 20 20 29 500
Environmental matters 31 24 35 400
None of the above 0 0 0
Purchases made and planned
Planned acquisitions in the househould over the next 2 years Building a house 2 2 2 900
Buying an apartment 11 10 14 700
Home renovation 27 31 45 700
Buying a car 27 31 45 700
Buying a boat 3 5 7 400
None of these 51 46 67 800
Purchases in the last 12 months Furniture and furnishings 43 37 54 500
Repair and construction products 38 46 67 800
Domestic appliances 37 41 60 400
Electronics or IT products 49 52 76 600
Cars 19 22 32 400
Clothing and footwear 84 80 117 800
Eyeglasses, contact lenses or sunglasses 36 34 50 100
Sports clothing, footwear or equipment 57 53 78 100
Saving or investing products or services 32 34 50 100
Cosmetics and beauty products 49 32 47 100
Mobile phones 29 31 45 700
Travels 50 46 67 800
Products and services for health and well-being 61 52 76 600
None of the above 1 1 1 500
Intentions to purchase within 12 months Furniture and furnishings 29 25 36 800
Repair and construction products 33 39 57 400
Domestic appliances 17 19 28 000
Electronics or IT products 27 29 42 700
Cars 14 17 25 000
Clothing and footwear 68 61 89 900
Eyeglasses, contact lenses or sunglasses 27 24 35 400
Sports clothing, footwear or equipment 43 41 60 400
Saving or investing products or services 27 28 41 200
Cosmetics and beauty products 39 22 32 400
Mobile phones 15 16 23 600
Travels 46 40 58 900
Products and services for health and well-being 50 40 58 900
None of the above 6 7 10 300
Will consider switching over the next 12 months Bank 7 7 10 300
Insurance company 11 13 19 100
electric company 15 21 30 900
Internet Connection 10 11 16 200
Phone-subscription 17 21 30 900
None of the above 48 45 66 300
Can not say 17 15 22 100
Uses of extra money Travelling 43 40 58 900
Exercise hobbies and equipment 28 27 39 800
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 31 45 700
Eating, drinking, partying in a restaurant 38 32 47 100
Health services and one's own well-being 22 17 25 000
Renovation, decoration 23 25 36 800
Home services (cleaning and other housekeeping services) 6 6 8 800
Pet services and supplies 11 9 13 300
Car, boat, motorcycle 13 22 32 400
Entertainment electronics and information technology equipment, mobile phones 14 14 20 600
Streaming services and channel packages (music, series, films, sports) 17 13 19 100
Magazine/newspaper subscriptions (print or digital) 9 9 13 300
Books (print, e-books, audiobooks) 18 13 19 100
Clothes, shoes and bags 24 17 25 000
Cosmetics and beauty care 13 5 7 400
Saving, investing 50 50 73 600
Other 7 8 11 800
There is no extra money after mandatory expenses 8 8 11 800
Can not say 3 4 5 900
Source: NRS 2026

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

Total reach 151 300
Only print 145 300
Only print 4 500
Print and online 1 500
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 20 29 500
Men 49 80 117 800
Native language Finnish 95 97 142 900
Swedish 5 3 4 400
Age 15-24 y 13 11 16 200
25-34 y 14 8 11 800
35-44 y 14 11 16 200
45-54 y 14 16 23 600
55-64 y 15 17 25 000
65+ y 30 37 54 500
Gender + age Female 15-29 years 9 3 4 400
Female 30-49 years 14 5 7 400
Female 50+ years 28 12 17 700
Male 15-29 years 10 11 16 200
Male 30-49 years 15 20 29 500
Male 50+ years 24 49 73 600
Household position Lives at home with parents 7 8 10 300
Lives alone 29 20 29 500
Lives with spouse 36 44 64 800
Lives with spouse and children 23 25 36 800
Single parent 2 2 2 900
Other 2 2 2 900
Grandchildren under 18 years of age Yes 20 23 35 400
No 39 46 67 800
No answer (under 45 year olds) 41 31 44 200
Education Elementary school 4 7 10 300
Secondary school 6 6 8 800
Vocational 26 38 56 000
High school 13 10 14 700
University of Applied Sciences 19 16 23 600
University 30 21 30 900
Something else 2 1 1 500
Decision-maker in grocery purchases Yes 93 89 131 100
No 7 10 14 700
Can not say 0 1 1 500
Use of glasses or contact lenses Yes 68 68 100 200
No 32 32 47 100
Size of the household 1 pers 28 21 30 900
2 pers 38 44 64 800
3 pers 14 15 20 600
4 pers 12 12 16 200
5+ pers 7 10 13 300
Household income (gross) Below 20 000 € /y 10 7 10 300
20 000 - 35 000 € /y 15 15 22 100
35 001 - 50 000 € /y 18 22 33 900
50 001 - 85 000 € /y 21 22 32 400
85 001 - 100 000 € /y 8 9 14 700
Over 100 000 € /y 12 11 16 200
Dont want to tell 7 6 8 800
Cant say / No answer 9 7 10 300
Family with kids Yes 33 34 48 600
No 67 66 98 700
Number of children in the household (5th grade) 1 child 13 12 17 700
2 children 12 12 17 700
3 children 5 6 8 800
4 children 1 2 2 900
5+ children 1 1 1 500
There are no children 67 66 98 700
Doesn't want to answer 0 0 0
Pets in household Cat 15 18 26 500
Dog 24 28 41 200
Some other pet 5 6 8 800
No pets 62 58 85 400
Health services used in the household Public health services 85 86 126 700
Employer - funded health care services 51 48 70 700
Private, self-funded healthcare services 39 39 57 400
Private health insurance services 27 26 38 300
No health care 1 1 1 500
Can not say 1 1 1 500
Housing Apartment 33 22 32 400
Row house or semi-detached house 17 14 20 600
Detached house 45 56 82 500
Farm 4 7 11 800
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 83 122 300
Rented residence 22 14 20 600
Right of residence apartment 2 1 1 500
Something else 1 1 1 500
Can not say 1 1 1 500
Cottage or holiday home in regular use Yes 41 47 70 700
No 58 52 76 600
Can not say 1 1 1 500
Number of cars in household One car 46 42 63 300
Two cars 29 36 53 000
Three or more cars 10 14 20 600
No car 15 8 11 800
Type of car, if buying now New 18 20 29 500
Used 71 77 113 400
Company car 5 5 5 900
Leasing (personal) 9 10 14 700
Shared car 2 1 1 500
Doesn't use a car 8 3 4 400
Can not say 5 4 5 900
Advertising ban at the door / mailbox Yes 29 20 29 500
No 70 79 116 400
Can not say 1 1 1 500
Using AdBlocker or similar application Yes 19 19 26 500
No 75 76 111 900
Can not say 5 6 8 800
Type of municipality (7 class) Greater Helsinki 20 10 14 700
Turku or Tampere 8 4 5 900
Oulu 4 4 5 900
70 000 - 150 000 inhabitants town 14 11 16 200
Urban municipality 24 28 41 200
Conurbation 17 20 29 500
Countryside 12 23 33 900
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 19 28 000
5-6 days a week 4 6 8 800
1-4 days a week 23 32 48 600
Monthly 25 25 35 400
Rarely 27 15 22 100
Never 9 3 2 900
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 31 45 700
5-6 days a week 5 7 10 300
1-4 days a week 18 18 26 500
Monthly 16 12 17 700
Rarely 24 22 32 400
Never 13 9 13 300
Can not say 1 1 1 500
The frequency of reading: Print newspapers or afternoon papers Daily 24 32 48 600
5-6 days a week 4 7 10 300
1-4 days a week 22 29 42 700
Monthly 16 14 20 600
Rarely 25 14 20 600
Never 9 2 2 900
Can not say 0 1 1 500
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 60 86 900
5-6 days a week 9 9 13 300
1-4 days a week 16 15 22 100
Monthly 7 4 5 900
Rarely 8 7 10 300
Never 5 5 8 800
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 5 7 400
5-6 days a week 3 4 5 900
1-4 days a week 38 44 64 800
Monthly 20 19 28 000
Rarely 24 19 28 000
Never 10 7 10 300
Can not say 1 2 2 900
The frequency of watching: Free online TV services Daily 19 19 28 000
5-6 days a week 10 13 19 100
1-4 days a week 29 30 44 200
Monthly 20 18 26 500
Rarely 15 15 22 100
Never 6 6 8 800
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 17 25 000
5-6 days a week 10 10 14 700
1-4 days a week 22 21 30 900
Monthly 9 7 10 300
Rarely 12 12 17 700
Never 29 31 47 100
Can not say 1 1 1 500
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 51 75 100
5-6 days a week 10 11 16 200
1-4 days a week 19 17 25 000
Monthly 12 10 14 700
Rarely 13 9 13 300
Never 4 3 4 400
Can not say 0 1 1 500
The frequency of watching: Programs of commercial TV channels Daily 33 41 60 400
5-6 days a week 11 10 14 700
1-4 days a week 20 19 28 000
Monthly 12 10 14 700
Rarely 14 10 14 700
Never 9 8 11 800
Can not say 1 1 1 500
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 29 42 700
5-6 days a week 5 7 10 300
1-4 days a week 15 17 25 000
Monthly 13 14 20 600
Rarely 27 22 30 900
Never 16 12 16 200
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 23 33 900
5-6 days a week 9 10 14 700
1-4 days a week 19 20 29 500
Monthly 14 12 17 700
Rarely 23 20 29 500
Never 17 14 20 600
Can not say 1 1 1 500
The frequency of listening: Podcasts Daily 7 6 8 800
5-6 days a week 4 4 5 900
1-4 days a week 12 11 14 700
Monthly 14 12 17 700
Rarely 26 25 36 800
Never 35 39 58 900
Can not say 2 3 4 400
User frequency and following: Social media Daily 62 56 82 500
5-6 days a week 7 7 10 300
1-4 days a week 7 7 10 300
Monthly 3 3 4 400
Rarely 6 8 11 800
Never 15 19 28 000
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 15 22 100
5-6 days a week 5 5 7 400
1-4 days a week 13 10 14 700
Monthly 8 8 11 800
Rarely 20 20 29 500
Never 36 41 60 400
Can not say 1 1 1 500
Reading frequency: Printed books Daily 17 15 22 100
5-6 days a week 6 5 7 400
1-4 days a week 15 13 19 100
Monthly 22 21 30 900
Rarely 34 36 53 000
Never 7 9 13 300
Can not say 0 1 1 500
Reading frequency: E-books Daily 3 2 2 900
5-6 days a week 2 2 2 900
1-4 days a week 4 3 4 400
Monthly 6 6 8 800
Rarely 30 29 42 700
Never 54 57 85 400
Can not say 1 1 1 500
Listening frequency: Audiobooks Daily 8 6 8 800
5-6 days a week 3 2 2 900
1-4 days a week 6 5 7 400
Monthly 8 8 11 800
Rarely 23 22 32 400
Never 52 56 82 500
Can not say 1 1 1 500
Usage/viewing frequency: YouTube Daily 22 24 35 400
5-6 days a week 9 10 14 700
1-4 days a week 20 20 29 500
Monthly 20 20 29 500
Rarely 19 15 22 100
Never 10 11 16 200
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 5 7 400
5-6 days a week 2 2 2 900
1-4 days a week 7 7 10 300
Monthly 8 6 8 800
Rarely 13 13 19 100
Never 52 53 78 100
Cant say / No answer 11 14 20 600
Usage/following: Facebook Daily 40 39 57 400
5-6 days a week 6 6 8 800
1-4 days a week 11 10 14 700
Monthly 5 5 7 400
Rarely 10 9 13 300
Never 17 18 26 500
Cant say / No answer 10 12 17 700
Usage/Following: Instagram Daily 37 29 41 200
5-6 days a week 6 5 7 400
1-4 days a week 9 9 13 300
Monthly 5 5 7 400
Rarely 8 9 13 300
Never 25 31 45 700
Cant say / No answer 10 13 19 100
Usage/following rate: Snapchat Daily 16 13 19 100
5-6 days a week 2 1 1 500
1-4 days a week 2 2 2 900
Monthly 2 2 2 900
Rarely 5 5 7 400
Never 62 64 94 300
Cant say / No answer 11 13 19 100
Usage/following: X (formerly Twitter) Daily 4 5 7 400
5-6 days a week 2 2 2 900
1-4 days a week 4 4 5 900
Monthly 3 4 5 900
Rarely 11 11 14 700
Never 66 62 91 300
Cant say / No answer 10 12 19 100
Usage/Following: TikTok Daily 13 11 16 200
5-6 days a week 2 2 2 900
1-4 days a week 4 5 7 400
Monthly 3 4 4 400
Rarely 8 7 10 300
Never 62 59 86 900
Cant say / No answer 10 13 19 100
Usage/following frequency: Jodel Daily 3 2 2 900
5-6 days a week 1 1 0
1-4 days a week 2 2 2 900
Monthly 3 2 2 900
Rarely 6 5 7 400
Never 71 70 103 100
Cant say / No answer 15 19 28 000
Usage/following frequency: Threads Daily 3 2 2 900
5-6 days a week 1 1 1 500
1-4 days a week 4 3 4 400
Monthly 3 2 2 900
Rarely 5 3 4 400
Never 69 70 103 100
Cant say / No answer 15 19 28 000
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 0 0
Monthly 1 1 1 500
Rarely 3 2 2 900
Never 80 77 113 400
Cant say / No answer 15 19 28 000
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 13 19 100
Partially agree 42 40 58 900
Partially disagree 29 34 50 100
Completely disagree 10 10 14 700
Can not say 3 4 5 900
I prefer domestic products Completely agree 33 34 50 100
Partially agree 55 54 79 500
Partially disagree 9 10 14 700
Completely disagree 1 1 1 500
Can not say 2 2 2 900
I consciously make responsible choices in my consumption Completely agree 21 19 28 000
Partially agree 54 53 78 100
Partially disagree 18 20 29 500
Completely disagree 4 5 7 400
Can not say 4 3 4 400
When shopping, quality is more important to me than price Completely agree 24 26 38 300
Partially agree 58 59 86 900
Partially disagree 14 12 17 700
Completely disagree 1 1 1 500
Can not say 3 2 2 900
I usually choose the cheapest option Completely agree 13 12 17 700
Partially agree 48 48 70 700
Partially disagree 32 33 48 600
Completely disagree 5 6 8 800
Can not say 2 2 2 900
I often take advantage of discount and campaign prices in my purchases Completely agree 39 38 56 000
Partially agree 49 51 75 100
Partially disagree 9 9 13 300
Completely disagree 2 1 1 500
Can not say 1 1 1 500
In my circle of friends, I am often the first to try new things Completely agree 5 7 8 800
Partially agree 23 25 36 800
Partially disagree 38 38 54 500
Completely disagree 24 23 33 900
Can not say 10 8 11 800
In my opinion, money is for consumption and not for saving Completely agree 5 6 8 800
Partially agree 37 40 58 900
Partially disagree 43 42 60 400
Completely disagree 10 9 13 300
Can not say 4 3 4 400
I prefer local shops and services Completely agree 28 31 45 700
Partially agree 58 57 84 000
Partially disagree 11 10 14 700
Completely disagree 1 1 1 500
Can not say 2 1 1 500
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 5 900
Partially agree 27 28 41 200
Partially disagree 28 26 38 300
Completely disagree 33 36 53 000
Can not say 7 7 10 300
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 13 300
Partially agree 32 37 54 500
Partially disagree 36 33 48 600
Completely disagree 20 17 25 000
Can not say 3 3 4 400
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 15 22 100
Partially agree 49 47 69 200
Partially disagree 23 25 36 800
Completely disagree 7 8 11 800
Can not say 5 5 7 400
Ecology is an important purchase reason for me Completely agree 18 14 20 600
Partially agree 50 49 72 200
Partially disagree 23 27 39 800
Completely disagree 6 7 10 300
Can not say 4 4 5 900
I prefer well-known brands Completely agree 13 14 20 600
Partially agree 59 58 85 400
Partially disagree 20 21 30 900
Completely disagree 5 4 5 900
Can not say 3 3 4 400
I prefer used products in my purchases Completely agree 15 11 16 200
Partially agree 39 39 57 400
Partially disagree 31 37 54 500
Completely disagree 11 10 14 700
Can not say 3 4 5 900
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 20 600
Quite positively 61 64 94 300
Quite negatively 16 13 19 100
Very negative 4 4 5 900
Can not say 6 4 5 900
Magazines Very positive 12 12 17 700
Quite positively 60 62 91 300
Quite negatively 18 16 23 600
Very negative 4 4 5 900
Can not say 7 6 8 800
Free and local newspapers Very positive 22 23 33 900
Quite positively 56 58 85 400
Quite negatively 11 11 16 200
Very negative 4 4 5 900
Can not say 6 5 7 400
Newspaper/Magazine websites or applications Very positive 5 6 8 800
Quite positively 43 46 69 200
Quite negatively 33 31 45 700
Very negative 11 11 16 200
Can not say 8 7 10 300
Social media (Facebook, Instagram etc.) Very positive 5 4 5 900
Quite positively 30 30 44 200
Quite negatively 35 34 50 100
Very negative 19 20 29 500
Can not say 11 12 17 700
Influencer advertising (e.g. in social media) Very positive 4 3 4 400
Quite positively 25 23 33 900
Quite negatively 35 35 51 600
Very negative 23 25 36 800
Can not say 13 14 20 600
Newsletters to email Very positive 2 2 2 900
Quite positively 16 15 22 100
Quite negatively 35 35 51 600
Very negative 45 45 66 300
Can not say 3 3 4 400
Other websites Very positive 2 2 2 900
Quite positively 32 36 53 000
Quite negatively 39 35 51 600
Very negative 15 16 23 600
Can not say 12 11 16 200
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 7 8 800
Quite positively 44 45 66 300
Quite negatively 31 29 42 700
Very negative 14 15 22 100
Can not say 4 4 5 900
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 5 900
Quite positively 33 34 50 100
Quite negatively 35 35 51 600
Very negative 21 20 29 500
Can not say 7 6 8 800
Home delivered advertisements and catalogues Very positive 14 15 22 100
Quite positively 44 48 70 700
Quite negatively 21 20 29 500
Very negative 15 13 19 100
Can not say 5 4 5 900
Out-of-home advertising Very positive 11 11 16 200
Quite positively 51 50 73 600
Quite negatively 22 23 33 900
Very negative 9 9 13 300
Can not say 8 8 11 800
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 15 22 100
Partially agree 59 62 91 300
Partially disagree 10 11 14 700
Completely disagree 3 3 4 400
Can not say 11 10 14 700
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 15 22 100
Partially agree 56 56 82 500
Partially disagree 14 14 20 600
Completely disagree 4 4 5 900
Can not say 10 10 14 700
When reading a magazine, I don't multitask Completely agree 33 35 51 600
Partially agree 39 38 54 500
Partially disagree 17 16 23 600
Completely disagree 4 4 5 900
Can not say 8 9 13 300
A professional magazine keeps me up to date on professional matters Completely agree 21 25 36 800
Partially agree 44 48 70 700
Partially disagree 11 11 16 200
Completely disagree 5 4 5 900
Can not say 18 13 19 100
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 51 600
Partially agree 47 50 73 600
Partially disagree 7 5 7 400
Completely disagree 3 2 2 900
Can not say 12 8 11 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 20 29 500
Partially agree 51 53 78 100
Partially disagree 13 14 19 100
Completely disagree 3 2 2 900
Can not say 18 12 17 700
Finnish magazines offer reliable product recommendations Completely agree 10 12 17 700
Partially agree 50 51 75 100
Partially disagree 17 19 28 000
Completely disagree 3 3 4 400
Can not say 20 15 22 100
Finnish magazines are of high quality Completely agree 22 23 33 900
Partially agree 57 56 82 500
Partially disagree 9 11 16 200
Completely disagree 1 2 2 900
Can not say 10 8 11 800
Ads in magazines make new things familiar Completely agree 10 10 14 700
Partially agree 48 50 73 600
Partially disagree 22 22 32 400
Completely disagree 7 7 10 300
Can not say 13 11 16 200
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 14 20 600
Partially agree 33 37 54 500
Partially disagree 22 22 32 400
Completely disagree 22 18 26 500
Can not say 11 9 13 300
I have purchased products based on the ad in magazine Completely agree 9 10 14 700
Partially agree 31 33 48 600
Partially disagree 26 28 41 200
Completely disagree 24 21 30 900
Can not say 10 8 11 800
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 12 17 700
Partially agree 48 48 70 700
Partially disagree 20 22 32 400
Completely disagree 12 12 17 700
Can not say 7 6 8 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 6 8 800
Partially agree 28 24 35 400
Partially disagree 27 32 47 100
Completely disagree 28 30 44 200
Can not say 10 8 11 800
Advertising published in magazines is trustworthy Completely agree 4 4 5 900
Partially agree 36 36 53 000
Partially disagree 35 34 50 100
Completely disagree 9 11 14 700
Can not say 16 15 22 100
The free customer magazine is an important customer benefit for me Completely agree 15 15 22 100
Partially agree 39 44 64 800
Partially disagree 23 22 32 400
Completely disagree 12 10 14 700
Can not say 10 8 11 800
I follow one or more magazines on social media Completely agree 7 8 11 800
Partially agree 20 20 29 500
Partially disagree 23 23 33 900
Completely disagree 42 41 60 400
Can not say 7 8 11 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 41 60 400
Partially agree 27 29 42 700
Partially disagree 11 12 17 700
Completely disagree 14 15 22 100
Can not say 2 3 4 400
I usually read many articles at once when I visit magazine websites Completely agree 35 34 50 100
Partially agree 39 43 63 300
Partially disagree 13 12 17 700
Completely disagree 10 8 11 800
Can not say 3 4 5 900
I often end up on newspaper websites through social media or other links Completely agree 18 16 22 100
Partially agree 33 34 50 100
Partially disagree 21 21 30 900
Completely disagree 24 24 35 400
Can not say 4 5 7 400
I read newspaper websites or apps several times a day Completely agree 19 19 28 000
Partially agree 33 36 53 000
Partially disagree 25 26 38 300
Completely disagree 21 16 23 600
Can not say 3 3 4 400
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 17 25 000
Partially agree 21 24 35 400
Partially disagree 17 18 26 500
Completely disagree 37 34 50 100
Can not say 8 7 10 300
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 23 33 900
Partially agree 52 53 78 100
Partially disagree 12 11 16 200
Completely disagree 4 4 5 900
Can not say 8 8 11 800
I want to know if media content has been generated using AI Completely agree 75 72 106 100
Partially agree 16 19 28 000
Partially disagree 3 2 2 900
Completely disagree 2 2 2 900
Can not say 5 6 8 800
I am willing to pay for well-crafted journalistic content Completely agree 31 31 45 700
Partially agree 39 40 58 900
Partially disagree 15 15 22 100
Completely disagree 8 7 10 300
Can not say 7 7 10 300
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 45 67 800
Cosmetics and beauty care 16 7 10 300
Interior design and furniture 26 21 30 900
Renovation and building 24 29 42 700
Domestic appliances 10 14 20 600
Consumer electronics and IT equipment 13 17 25 000
Saving and investing 14 17 25 000
Style and fashion 21 14 20 600
Cars 14 21 30 900
Travelling 23 23 33 900
Sports clothing, footwear or equipment 14 15 22 100
Health and wellness products/services 19 16 23 600
None of these 16 16 22 100
Can not say 10 11 14 700
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 39 56 000
Cosmetics and beauty care 17 8 11 800
Interior design and furniture 21 17 25 000
Renovation and building 21 26 38 300
Domestic appliances 10 14 19 100
Consumer electronics and IT equipment 17 20 29 500
Saving and investing 13 15 22 100
Style and fashion 19 11 16 200
Cars 13 21 30 900
Travelling 23 23 33 900
Sports clothing, footwear or equipment 16 16 22 100
Health and wellness products/services 18 11 16 200
None of these 21 20 29 500
Can not say 12 14 20 600
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 42 61 900
Well-being and health 50 37 54 500
Charity work 14 10 14 700
Self development 32 23 33 900
Celebrities 13 7 8 800
Fishing 15 55 81 000
Beauty care and cosmetics 16 4 5 900
Literature 29 18 26 500
Domestic and foreign news 51 48 70 700
Domestic travel 33 34 50 100
Culture 34 18 26 500
Crafts 25 16 23 600
Nature and going outdoor 52 60 88 400
Hunting 9 50 73 600
Style and fashion 20 6 8 800
Music and concerts 37 24 35 400
Going on summer cottage 29 37 54 500
Local affairs 56 58 86 900
Computer/console/mobile playing 17 14 20 600
Politics 43 40 58 900
Gardening and plants 29 20 29 500
Online gambling or betting 5 8 11 800
Building and renovating 34 42 61 900
Food and drink 38 29 42 700
Cooking, baking, recipes 38 27 39 800
Investment 24 26 38 300
Decorating 28 10 14 700
Economic and finances 36 40 58 900
Science 37 31 45 700
Travelling abroad 34 20 29 500
Sports, exercising 45 53 78 100
Sailing, boating 9 20 29 500
Consumer electronics and information technology 20 21 29 500
Environmental matters 31 24 35 400
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

https://metsastysjakalastus.fi/

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 September 2026
Source: Aikakausmedia's social media tracking

Contact info

Media sales

  • Mediamyynti Otavamedia
  • yrityspalvelu@otavamedia.fi
Media

Publisher

  • Otavamedia Oy

Publisher

  • Otavamedia Oy

Vastaava päätoimittaja

  • Sami Rainisto
 

Address

  • Uudenmaankatu 10
  • 00120 Helsinki

Postal address

  • Uudenmaankatu 10
  • 00015 Otavamedia

Phone

Email

  • metsastys.kalastus@otavamedia.fi