Moottori
Kansikuva Moottori 2026

Moottori

Moottori is the member magazine of the Finnish Touring Club and the biggest car magazine in Finland. In every issue there are reports of the new cars, interesting travel destinations, detailed articles about the Finnish traffic policy and current motoring trends.

Issues per year

8 issues per year

Copies

114 000

Magazine website

https://www.moottori.fi

Magazine in Social Media
Autoliitto ry Consumer magazines Cars and transport
Car NRS Travel Tourist destinations Motor vehicles Motorbikes Tests

Timetables

Issue Issue Booking Date Material Date Themes and info
1 28.1.2026 9.1.2026 13.1.2026 Motorcycles. Traffic. Traveling. New and used cars.
2 4.3.2026 13.2.2026 17.2.2026 Summer tyre test. Traffic. Travelling. New and used cars.
3 15.4.2026 27.3.2026 31.3.2026 Used car test end report. Campervans. Traffic. New and used cars.
4 20.5.2026 1.5.2026 5.5.2026 Costs of motoring. Traffic. Travelling. New and used cars.
5 24.6.2026 5.6.2026 9.6.2026 Car comparison test. Traffic. Travelling. New and used cars.
6 19.8.2026 31.7.2026 4.8.2026 Used car test end report. Traffic. Travelling. New and used cars.
7 7.10.2026 18.9.2026 22.9.2026 Winter tyre test. Traffic. Travelling. New and used cars.
8 25.11.2026 6.11.2026 10.11.2026 Car releases 2027. Traffic. Travelling. New and used cars.

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 landscape First spread 420 x 275 mm 5 mm 11 800 €
2/1 landscape Not specified 420 x 275 mm 5 mm 10 160 €
takakansi portrait Back cover 210 x 250 mm 5 mm 5 590 €
2.kansi portrait 2. Cover 210 x 275 mm 5 mm 5 390 €
3.kansi portrait 3. Cover 210 x 275 mm 5 mm 5 290 €
1/1 portrait Not specified 210 x 275 mm 5 mm 5 080 €
1/2 portrait Not specified 105 x 275 mm 5 mm 3 050 €
1/2 portrait Not specified 105 x 275 mm 5 mm 3 050 €
1/3 landscape Not specified 210 x 90 mm 5 mm 2 610 €
1/3 portrait Not specified 70 x 275 mm 5 mm 2 610 €
1/4 landscape Not specified 210 x 65 mm 5 mm 2 030 €
*) size without marginal Prices valid until 31.12.2026
Size

210 x 275 mm

Printing method

Offset

Binding

Perfect Binding

Printer

PunaMusta Oy

Delivery of ad material and instructions

https://ads.aikakausmedia.fi

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

Liimasidonta

Printer

PunaMusta Oy

Delivery of ad material and instructions

https://ads.aikakausmedia.fi

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Desktop 980x552 px 35 € / CPM (Cost per thousand)
Desktop 980x400 px 30 € / CPM (Cost per thousand)
Desktop 980x120 px 12 € / CPM (Cost per thousand)
Desktop 140x350 px 6 € / CPM (Cost per thousand)
Desktop 160x600 px 8 € / CPM (Cost per thousand)
Desktop 200x900 px 9 € / CPM (Cost per thousand)
Desktop 468x400 px 9 € / CPM (Cost per thousand)
Desktop 468x600 px 12 € / CPM (Cost per thousand)
Desktop 300x250 px 7 € / CPM (Cost per thousand)
Mobile 300x300 px 18 € / CPM (Cost per thousand)
Mobile 300x150 px 12 € / CPM (Cost per thousand)
Desktop Digietusivu 600x700 px 40 € / CPM (Cost per thousand)
Desktop Videoetusivu (valmistus 95 €) 600x700 px 40 € / CPM (Cost per thousand)
Desktop Videoparaati 980x400 px 30 € / CPM (Cost per thousand)
Desktop Videojättiboksi 468x400 px 10 € / CPM (Cost per thousand)
Prices valid until 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
255 900
Total reach
328 300
How many times read
1,9
Minutes of reading
53 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 255 900
Minutes of reading53 min
How many times read1,9
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 12 30 700
Men 49 88 225 200
Native language Finnish 95 97 248 200
Swedish 5 3 7 700
Age 15-24 y 13 6 15 400
25-34 y 14 6 15 400
35-44 y 14 12 30 700
45-54 y 14 17 43 500
55-64 y 15 21 53 700
65+ y 30 37 94 700
Gender + age Female 15-29 years 9 1 2 600
Female 30-49 years 14 3 7 700
Female 50+ years 28 8 20 500
Male 15-29 years 10 8 20 500
Male 30-49 years 15 22 56 300
Male 50+ years 24 58 148 400
Household position Lives at home with parents 7 5 12 800
Lives alone 29 19 48 600
Lives with spouse 36 45 115 200
Lives with spouse and children 23 28 71 700
Single parent 2 1 2 600
Other 2 2 5 100
Grandchildren under 18 years of age Yes 20 25 64 000
No 39 50 128 000
No answer (under 45 year olds) 41 25 64 000
Education Elementary school 4 5 12 800
Secondary school 6 5 12 800
Vocational 26 35 89 600
High school 13 10 25 600
University of Applied Sciences 19 19 48 600
University 30 25 64 000
Something else 2 2 5 100
Decision-maker in grocery purchases Yes 93 91 232 900
No 7 9 23 000
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 69 176 600
No 32 31 79 300
Size of the household 1 pers 28 19 48 600
2 pers 38 46 117 700
3 pers 14 16 40 900
4 pers 12 12 30 700
5+ pers 7 8 20 500
Household income (gross) Below 20 000 € /y 10 4 10 200
20 000 - 35 000 € /y 15 12 30 700
35 001 - 50 000 € /y 18 21 53 700
50 001 - 85 000 € /y 21 25 64 000
85 001 - 100 000 € /y 8 11 28 100
Over 100 000 € /y 12 16 40 900
Dont want to tell 7 6 15 400
Cant say / No answer 9 5 12 800
Family with kids Yes 33 34 87 000
No 67 66 168 900
Number of children in the household (5th grade) 1 child 13 15 38 400
2 children 12 12 30 700
3 children 5 5 12 800
4 children 1 2 5 100
5+ children 1 1 2 600
There are no children 67 66 168 900
Doesn't want to answer 0 0 0
Pets in household Cat 15 16 40 900
Dog 24 26 66 500
Some other pet 5 4 10 200
No pets 62 60 153 500
Health services used in the household Public health services 85 84 215 000
Employer - funded health care services 51 50 128 000
Private, self-funded healthcare services 39 42 107 500
Private health insurance services 27 28 71 700
No health care 1 1 2 600
Can not say 1 1 2 600
Housing Apartment 33 24 61 400
Row house or semi-detached house 17 16 40 900
Detached house 45 55 140 700
Farm 4 5 12 800
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 86 220 100
Rented residence 22 11 28 100
Right of residence apartment 2 1 2 600
Something else 1 1 2 600
Can not say 1 1 2 600
Cottage or holiday home in regular use Yes 41 47 120 300
No 58 52 133 100
Can not say 1 1 2 600
Number of cars in household One car 46 43 110 000
Two cars 29 36 92 100
Three or more cars 10 15 38 400
No car 15 6 15 400
Type of car, if buying now New 18 23 58 900
Used 71 75 191 900
Company car 5 6 15 400
Leasing (personal) 9 12 30 700
Shared car 2 2 5 100
Doesn't use a car 8 3 7 700
Can not say 5 3 7 700
Advertising ban at the door / mailbox Yes 29 21 53 700
No 70 78 199 600
Can not say 1 1 2 600
Using AdBlocker or similar application Yes 19 19 48 600
No 75 75 191 900
Can not say 5 6 15 400
Type of municipality (7 class) Greater Helsinki 20 13 33 300
Turku or Tampere 8 7 17 900
Oulu 4 3 7 700
70 000 - 150 000 inhabitants town 14 13 33 300
Urban municipality 24 29 74 200
Conurbation 17 20 51 200
Countryside 12 15 38 400
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 48 600
5-6 days a week 4 5 12 800
1-4 days a week 23 34 87 000
Monthly 25 25 64 000
Rarely 27 13 33 300
Never 9 2 5 100
Can not say 1 1 2 600
The frequency of reading: Magazine content in digital format Daily 23 28 71 700
5-6 days a week 5 5 12 800
1-4 days a week 18 22 56 300
Monthly 16 14 35 800
Rarely 24 21 53 700
Never 13 9 23 000
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 33 84 400
5-6 days a week 4 8 20 500
1-4 days a week 22 26 66 500
Monthly 16 15 38 400
Rarely 25 14 35 800
Never 9 3 7 700
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 62 158 700
5-6 days a week 9 8 20 500
1-4 days a week 16 13 33 300
Monthly 7 5 12 800
Rarely 8 6 15 400
Never 5 4 10 200
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 5 12 800
5-6 days a week 3 5 12 800
1-4 days a week 38 46 117 700
Monthly 20 19 48 600
Rarely 24 18 46 100
Never 10 6 15 400
Can not say 1 1 2 600
The frequency of watching: Free online TV services Daily 19 19 48 600
5-6 days a week 10 12 30 700
1-4 days a week 29 31 79 300
Monthly 20 18 46 100
Rarely 15 14 35 800
Never 6 5 12 800
Can not say 1 1 2 600
The frequency of watching: Pay TV and streaming services Daily 17 16 40 900
5-6 days a week 10 8 20 500
1-4 days a week 22 23 58 900
Monthly 9 8 20 500
Rarely 12 12 30 700
Never 29 30 76 800
Can not say 1 1 2 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 55 140 700
5-6 days a week 10 11 28 100
1-4 days a week 19 17 43 500
Monthly 12 8 20 500
Rarely 13 7 17 900
Never 4 2 5 100
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 44 112 600
5-6 days a week 11 13 33 300
1-4 days a week 20 18 46 100
Monthly 12 8 20 500
Rarely 14 9 23 000
Never 9 6 15 400
Can not say 1 1 2 600
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 30 76 800
5-6 days a week 5 7 17 900
1-4 days a week 15 18 46 100
Monthly 13 14 35 800
Rarely 27 21 53 700
Never 16 10 25 600
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 24 61 400
5-6 days a week 9 11 28 100
1-4 days a week 19 24 61 400
Monthly 14 13 33 300
Rarely 23 16 40 900
Never 17 11 28 100
Can not say 1 0 0
The frequency of listening: Podcasts Daily 7 6 15 400
5-6 days a week 4 3 7 700
1-4 days a week 12 10 25 600
Monthly 14 12 30 700
Rarely 26 25 64 000
Never 35 42 107 500
Can not say 2 2 5 100
User frequency and following: Social media Daily 62 51 130 500
5-6 days a week 7 8 20 500
1-4 days a week 7 9 23 000
Monthly 3 3 7 700
Rarely 6 8 20 500
Never 15 20 51 200
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 28 100
5-6 days a week 5 5 12 800
1-4 days a week 13 11 28 100
Monthly 8 7 17 900
Rarely 20 20 51 200
Never 36 45 115 200
Can not say 1 1 2 600
Reading frequency: Printed books Daily 17 16 40 900
5-6 days a week 6 4 10 200
1-4 days a week 15 13 33 300
Monthly 22 22 56 300
Rarely 34 36 92 100
Never 7 8 20 500
Can not say 0 1 2 600
Reading frequency: E-books Daily 3 2 5 100
5-6 days a week 2 1 2 600
1-4 days a week 4 3 7 700
Monthly 6 5 12 800
Rarely 30 29 74 200
Never 54 59 151 000
Can not say 1 1 2 600
Listening frequency: Audiobooks Daily 8 6 15 400
5-6 days a week 3 2 5 100
1-4 days a week 6 5 12 800
Monthly 8 8 20 500
Rarely 23 20 51 200
Never 52 58 148 400
Can not say 1 1 2 600
Usage/viewing frequency: YouTube Daily 22 23 58 900
5-6 days a week 9 11 28 100
1-4 days a week 20 21 53 700
Monthly 20 21 53 700
Rarely 19 14 35 800
Never 10 9 23 000
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 6 15 400
5-6 days a week 2 4 10 200
1-4 days a week 7 8 20 500
Monthly 8 7 17 900
Rarely 13 13 33 300
Never 52 47 120 300
Cant say / No answer 11 15 38 400
Usage/following: Facebook Daily 40 38 97 200
5-6 days a week 6 6 15 400
1-4 days a week 11 11 28 100
Monthly 5 4 10 200
Rarely 10 8 20 500
Never 17 20 51 200
Cant say / No answer 10 13 33 300
Usage/Following: Instagram Daily 37 23 58 900
5-6 days a week 6 5 12 800
1-4 days a week 9 9 23 000
Monthly 5 5 12 800
Rarely 8 11 28 100
Never 25 33 84 400
Cant say / No answer 10 14 35 800
Usage/following rate: Snapchat Daily 16 8 20 500
5-6 days a week 2 1 2 600
1-4 days a week 2 2 5 100
Monthly 2 1 2 600
Rarely 5 5 12 800
Never 62 69 176 600
Cant say / No answer 11 13 33 300
Usage/following: X (formerly Twitter) Daily 4 4 10 200
5-6 days a week 2 2 5 100
1-4 days a week 4 5 12 800
Monthly 3 4 10 200
Rarely 11 11 28 100
Never 66 61 156 100
Cant say / No answer 10 13 33 300
Usage/Following: TikTok Daily 13 7 17 900
5-6 days a week 2 3 7 700
1-4 days a week 4 4 10 200
Monthly 3 3 7 700
Rarely 8 7 17 900
Never 62 63 161 200
Cant say / No answer 10 13 33 300
Usage/following frequency: Jodel Daily 3 1 2 600
5-6 days a week 1 0 0
1-4 days a week 2 1 2 600
Monthly 3 1 2 600
Rarely 6 3 7 700
Never 71 74 189 400
Cant say / No answer 15 19 48 600
Usage/following frequency: Threads Daily 3 2 5 100
5-6 days a week 1 1 2 600
1-4 days a week 4 3 7 700
Monthly 3 3 7 700
Rarely 5 4 10 200
Never 69 69 176 600
Cant say / No answer 15 19 48 600
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 2 600
Monthly 1 1 2 600
Rarely 3 3 7 700
Never 80 77 197 000
Cant say / No answer 15 19 48 600
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 10 25 600
Partially agree 42 42 107 500
Partially disagree 29 36 92 100
Completely disagree 10 10 25 600
Can not say 3 3 7 700
I prefer domestic products Completely agree 33 33 84 400
Partially agree 55 56 143 300
Partially disagree 9 9 23 000
Completely disagree 1 1 2 600
Can not say 2 1 2 600
I consciously make responsible choices in my consumption Completely agree 21 17 43 500
Partially agree 54 54 138 200
Partially disagree 18 21 53 700
Completely disagree 4 4 10 200
Can not say 4 3 7 700
When shopping, quality is more important to me than price Completely agree 24 23 58 900
Partially agree 58 62 158 700
Partially disagree 14 11 28 100
Completely disagree 1 2 5 100
Can not say 3 2 5 100
I usually choose the cheapest option Completely agree 13 10 25 600
Partially agree 48 48 122 800
Partially disagree 32 34 87 000
Completely disagree 5 6 15 400
Can not say 2 2 5 100
I often take advantage of discount and campaign prices in my purchases Completely agree 39 35 89 600
Partially agree 49 54 138 200
Partially disagree 9 9 23 000
Completely disagree 2 2 5 100
Can not say 1 1 2 600
In my circle of friends, I am often the first to try new things Completely agree 5 6 15 400
Partially agree 23 26 66 500
Partially disagree 38 39 99 800
Completely disagree 24 21 53 700
Can not say 10 8 20 500
In my opinion, money is for consumption and not for saving Completely agree 5 5 12 800
Partially agree 37 40 102 400
Partially disagree 43 44 112 600
Completely disagree 10 8 20 500
Can not say 4 3 7 700
I prefer local shops and services Completely agree 28 30 76 800
Partially agree 58 59 151 000
Partially disagree 11 8 20 500
Completely disagree 1 1 2 600
Can not say 2 1 2 600
I want to see advertising targeted to me based on my online behavior Completely agree 4 3 7 700
Partially agree 27 27 69 100
Partially disagree 28 31 79 300
Completely disagree 33 34 87 000
Can not say 7 6 15 400
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 23 000
Partially agree 32 35 89 600
Partially disagree 36 36 92 100
Completely disagree 20 18 46 100
Can not say 3 2 5 100
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 14 35 800
Partially agree 49 47 120 300
Partially disagree 23 29 74 200
Completely disagree 7 6 15 400
Can not say 5 4 10 200
Ecology is an important purchase reason for me Completely agree 18 13 33 300
Partially agree 50 50 128 000
Partially disagree 23 27 69 100
Completely disagree 6 7 17 900
Can not say 4 3 7 700
I prefer well-known brands Completely agree 13 12 30 700
Partially agree 59 63 161 200
Partially disagree 20 19 48 600
Completely disagree 5 4 10 200
Can not say 3 2 5 100
I prefer used products in my purchases Completely agree 15 10 25 600
Partially agree 39 37 94 700
Partially disagree 31 36 92 100
Completely disagree 11 13 33 300
Can not say 3 3 7 700
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 13 33 300
Quite positively 61 65 166 300
Quite negatively 16 14 35 800
Very negative 4 3 7 700
Can not say 6 4 10 200
Magazines Very positive 12 11 28 100
Quite positively 60 63 161 200
Quite negatively 18 16 40 900
Very negative 4 4 10 200
Can not say 7 6 15 400
Free and local newspapers Very positive 22 24 61 400
Quite positively 56 57 145 900
Quite negatively 11 11 28 100
Very negative 4 4 10 200
Can not say 6 4 10 200
Newspaper/Magazine websites or applications Very positive 5 5 12 800
Quite positively 43 46 117 700
Quite negatively 33 32 81 900
Very negative 11 11 28 100
Can not say 8 6 15 400
Social media (Facebook, Instagram etc.) Very positive 5 3 7 700
Quite positively 30 26 66 500
Quite negatively 35 38 97 200
Very negative 19 21 53 700
Can not say 11 12 30 700
Influencer advertising (e.g. in social media) Very positive 4 3 7 700
Quite positively 25 17 43 500
Quite negatively 35 37 94 700
Very negative 23 28 71 700
Can not say 13 14 35 800
Newsletters to email Very positive 2 1 2 600
Quite positively 16 15 38 400
Quite negatively 35 36 92 100
Very negative 45 46 117 700
Can not say 3 2 5 100
Other websites Very positive 2 2 5 100
Quite positively 32 33 84 400
Quite negatively 39 38 97 200
Very negative 15 17 43 500
Can not say 12 10 25 600
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 15 400
Quite positively 44 48 122 800
Quite negatively 31 28 71 700
Very negative 14 14 35 800
Can not say 4 3 7 700
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 10 200
Quite positively 33 37 94 700
Quite negatively 35 35 89 600
Very negative 21 18 46 100
Can not say 7 5 12 800
Home delivered advertisements and catalogues Very positive 14 16 40 900
Quite positively 44 46 117 700
Quite negatively 21 22 56 300
Very negative 15 11 28 100
Can not say 5 4 10 200
Out-of-home advertising Very positive 11 11 28 100
Quite positively 51 53 135 600
Quite negatively 22 21 53 700
Very negative 9 8 20 500
Can not say 8 6 15 400
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 13 33 300
Partially agree 59 64 163 800
Partially disagree 10 10 25 600
Completely disagree 3 3 7 700
Can not say 11 10 25 600
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 14 35 800
Partially agree 56 58 148 400
Partially disagree 14 14 35 800
Completely disagree 4 4 10 200
Can not say 10 9 23 000
When reading a magazine, I don't multitask Completely agree 33 33 84 400
Partially agree 39 40 102 400
Partially disagree 17 17 43 500
Completely disagree 4 3 7 700
Can not say 8 8 20 500
A professional magazine keeps me up to date on professional matters Completely agree 21 26 66 500
Partially agree 44 48 122 800
Partially disagree 11 10 25 600
Completely disagree 5 3 7 700
Can not say 18 13 33 300
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 37 94 700
Partially agree 47 49 125 400
Partially disagree 7 6 15 400
Completely disagree 3 1 2 600
Can not say 12 7 17 900
Finnish magazines offer reliable comparisons and tests Completely agree 16 20 51 200
Partially agree 51 55 140 700
Partially disagree 13 11 28 100
Completely disagree 3 2 5 100
Can not say 18 11 28 100
Finnish magazines offer reliable product recommendations Completely agree 10 11 28 100
Partially agree 50 55 140 700
Partially disagree 17 17 43 500
Completely disagree 3 2 5 100
Can not say 20 16 40 900
Finnish magazines are of high quality Completely agree 22 22 56 300
Partially agree 57 58 148 400
Partially disagree 9 9 23 000
Completely disagree 1 2 5 100
Can not say 10 8 20 500
Ads in magazines make new things familiar Completely agree 10 8 20 500
Partially agree 48 49 125 400
Partially disagree 22 25 64 000
Completely disagree 7 7 17 900
Can not say 13 11 28 100
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 30 700
Partially agree 33 39 99 800
Partially disagree 22 22 56 300
Completely disagree 22 18 46 100
Can not say 11 9 23 000
I have purchased products based on the ad in magazine Completely agree 9 8 20 500
Partially agree 31 33 84 400
Partially disagree 26 29 74 200
Completely disagree 24 22 56 300
Can not say 10 8 20 500
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 9 23 000
Partially agree 48 47 120 300
Partially disagree 20 23 58 900
Completely disagree 12 14 35 800
Can not say 7 6 15 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 4 10 200
Partially agree 28 24 61 400
Partially disagree 27 33 84 400
Completely disagree 28 32 81 900
Can not say 10 8 20 500
Advertising published in magazines is trustworthy Completely agree 4 3 7 700
Partially agree 36 36 92 100
Partially disagree 35 38 97 200
Completely disagree 9 10 25 600
Can not say 16 13 33 300
The free customer magazine is an important customer benefit for me Completely agree 15 13 33 300
Partially agree 39 44 112 600
Partially disagree 23 24 61 400
Completely disagree 12 11 28 100
Can not say 10 9 23 000
I follow one or more magazines on social media Completely agree 7 7 17 900
Partially agree 20 21 53 700
Partially disagree 23 24 61 400
Completely disagree 42 42 107 500
Can not say 7 7 17 900
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 38 97 200
Partially agree 27 32 81 900
Partially disagree 11 14 35 800
Completely disagree 14 14 35 800
Can not say 2 2 5 100
I usually read many articles at once when I visit magazine websites Completely agree 35 32 81 900
Partially agree 39 49 125 400
Partially disagree 13 10 25 600
Completely disagree 10 7 17 900
Can not say 3 3 7 700
I often end up on newspaper websites through social media or other links Completely agree 18 14 35 800
Partially agree 33 33 84 400
Partially disagree 21 23 58 900
Completely disagree 24 27 69 100
Can not say 4 3 7 700
I read newspaper websites or apps several times a day Completely agree 19 19 48 600
Partially agree 33 40 102 400
Partially disagree 25 24 61 400
Completely disagree 21 15 38 400
Can not say 3 2 5 100
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 18 46 100
Partially agree 21 24 61 400
Partially disagree 17 18 46 100
Completely disagree 37 35 89 600
Can not say 8 5 12 800
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 24 61 400
Partially agree 52 54 138 200
Partially disagree 12 12 30 700
Completely disagree 4 4 10 200
Can not say 8 6 15 400
I want to know if media content has been generated using AI Completely agree 75 70 179 100
Partially agree 16 19 48 600
Partially disagree 3 3 7 700
Completely disagree 2 2 5 100
Can not say 5 5 12 800
I am willing to pay for well-crafted journalistic content Completely agree 31 33 84 400
Partially agree 39 42 107 500
Partially disagree 15 13 33 300
Completely disagree 8 6 15 400
Can not say 7 6 15 400
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 44 112 600
Cosmetics and beauty care 16 5 12 800
Interior design and furniture 26 18 46 100
Renovation and building 24 32 81 900
Domestic appliances 10 15 38 400
Consumer electronics and IT equipment 13 21 53 700
Saving and investing 14 20 51 200
Style and fashion 21 11 28 100
Cars 14 25 64 000
Travelling 23 26 66 500
Sports clothing, footwear or equipment 14 16 40 900
Health and wellness products/services 19 15 38 400
None of these 16 15 38 400
Can not say 10 11 28 100
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 37 94 700
Cosmetics and beauty care 17 6 15 400
Interior design and furniture 21 15 38 400
Renovation and building 21 28 71 700
Domestic appliances 10 16 40 900
Consumer electronics and IT equipment 17 24 61 400
Saving and investing 13 16 40 900
Style and fashion 19 10 25 600
Cars 13 25 64 000
Travelling 23 25 64 000
Sports clothing, footwear or equipment 16 16 40 900
Health and wellness products/services 18 11 28 100
None of these 21 22 56 300
Can not say 12 12 30 700
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 66 168 900
Well-being and health 50 38 97 200
Charity work 14 10 25 600
Self development 32 25 64 000
Celebrities 13 8 20 500
Fishing 15 23 58 900
Beauty care and cosmetics 16 4 10 200
Literature 29 19 48 600
Domestic and foreign news 51 55 140 700
Domestic travel 33 39 99 800
Culture 34 23 58 900
Crafts 25 14 35 800
Nature and going outdoor 52 50 128 000
Hunting 9 13 33 300
Style and fashion 20 6 15 400
Music and concerts 37 32 81 900
Going on summer cottage 29 30 76 800
Local affairs 56 59 151 000
Computer/console/mobile playing 17 14 35 800
Politics 43 49 125 400
Gardening and plants 29 20 51 200
Online gambling or betting 5 8 20 500
Building and renovating 34 55 140 700
Food and drink 38 33 84 400
Cooking, baking, recipes 38 21 53 700
Investment 24 29 74 200
Decorating 28 11 28 100
Economic and finances 36 46 117 700
Science 37 40 102 400
Travelling abroad 34 34 87 000
Sports, exercising 45 51 130 500
Sailing, boating 9 18 46 100
Consumer electronics and information technology 20 32 81 900
Environmental matters 31 29 74 200
None of the above 0 0 0
Purchases made and planned
Planned acquisitions in the househould over the next 2 years Building a house 2 2 5 100
Buying an apartment 11 10 25 600
Home renovation 27 34 87 000
Buying a car 27 35 89 600
Buying a boat 3 5 12 800
None of these 51 42 107 500
Purchases in the last 12 months Furniture and furnishings 43 39 99 800
Repair and construction products 38 49 125 400
Domestic appliances 37 43 110 000
Electronics or IT products 49 57 145 900
Cars 19 26 66 500
Clothing and footwear 84 81 207 300
Eyeglasses, contact lenses or sunglasses 36 32 81 900
Sports clothing, footwear or equipment 57 54 138 200
Saving or investing products or services 32 35 89 600
Cosmetics and beauty products 49 29 74 200
Mobile phones 29 34 87 000
Travels 50 49 125 400
Products and services for health and well-being 61 54 138 200
None of the above 1 1 2 600
Intentions to purchase within 12 months Furniture and furnishings 29 25 64 000
Repair and construction products 33 43 110 000
Domestic appliances 17 20 51 200
Electronics or IT products 27 31 79 300
Cars 14 21 53 700
Clothing and footwear 68 59 151 000
Eyeglasses, contact lenses or sunglasses 27 25 64 000
Sports clothing, footwear or equipment 43 40 102 400
Saving or investing products or services 27 31 79 300
Cosmetics and beauty products 39 20 51 200
Mobile phones 15 18 46 100
Travels 46 45 115 200
Products and services for health and well-being 50 41 104 900
None of the above 6 7 17 900
Will consider switching over the next 12 months Bank 7 8 20 500
Insurance company 11 16 40 900
electric company 15 20 51 200
Internet Connection 10 15 38 400
Phone-subscription 17 20 51 200
None of the above 48 43 110 000
Can not say 17 15 38 400
Uses of extra money Travelling 43 45 115 200
Exercise hobbies and equipment 28 27 69 100
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 33 84 400
Eating, drinking, partying in a restaurant 38 32 81 900
Health services and one's own well-being 22 20 51 200
Renovation, decoration 23 29 74 200
Home services (cleaning and other housekeeping services) 6 5 12 800
Pet services and supplies 11 9 23 000
Car, boat, motorcycle 13 25 64 000
Entertainment electronics and information technology equipment, mobile phones 14 18 46 100
Streaming services and channel packages (music, series, films, sports) 17 14 35 800
Magazine/newspaper subscriptions (print or digital) 9 11 28 100
Books (print, e-books, audiobooks) 18 15 38 400
Clothes, shoes and bags 24 14 35 800
Cosmetics and beauty care 13 4 10 200
Saving, investing 50 52 133 100
Other 7 9 23 000
There is no extra money after mandatory expenses 8 6 15 400
Can not say 3 3 7 700
Source: NRS 2026

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

Total reach 328 300
Only print 229 800
Only print 72 200
Print and online 26 300
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 11 30 700
Men 49 89 225 200
Native language Finnish 95 97 248 200
Swedish 5 3 7 700
Age 15-24 y 13 9 15 400
25-34 y 14 8 15 400
35-44 y 14 13 30 700
45-54 y 14 18 43 500
55-64 y 15 20 53 700
65+ y 30 32 94 700
Gender + age Female 15-29 years 9 1 2 600
Female 30-49 years 14 3 7 700
Female 50+ years 28 7 20 500
Male 15-29 years 10 11 20 500
Male 30-49 years 15 25 56 300
Male 50+ years 24 54 148 400
Household position Lives at home with parents 7 6 12 800
Lives alone 29 20 48 600
Lives with spouse 36 43 115 200
Lives with spouse and children 23 29 71 700
Single parent 2 1 2 600
Other 2 2 5 100
Grandchildren under 18 years of age Yes 20 23 64 000
No 39 47 128 000
No answer (under 45 year olds) 41 30 64 000
Education Elementary school 4 4 12 800
Secondary school 6 5 12 800
Vocational 26 35 89 600
High school 13 10 25 600
University of Applied Sciences 19 19 48 600
University 30 25 64 000
Something else 2 2 5 100
Decision-maker in grocery purchases Yes 93 91 232 900
No 7 9 23 000
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 66 176 600
No 32 34 79 300
Size of the household 1 pers 28 19 48 600
2 pers 38 44 117 700
3 pers 14 16 40 900
4 pers 12 12 30 700
5+ pers 7 8 20 500
Household income (gross) Below 20 000 € /y 10 4 10 200
20 000 - 35 000 € /y 15 11 30 700
35 001 - 50 000 € /y 18 20 53 700
50 001 - 85 000 € /y 21 25 64 000
85 001 - 100 000 € /y 8 11 28 100
Over 100 000 € /y 12 16 40 900
Dont want to tell 7 6 15 400
Cant say / No answer 9 6 12 800
Family with kids Yes 33 36 87 000
No 67 64 168 900
Number of children in the household (5th grade) 1 child 13 15 38 400
2 children 12 13 30 700
3 children 5 5 12 800
4 children 1 2 5 100
5+ children 1 1 2 600
There are no children 67 64 168 900
Doesn't want to answer 0 0 0
Pets in household Cat 15 16 40 900
Dog 24 27 66 500
Some other pet 5 4 10 200
No pets 62 60 153 500
Health services used in the household Public health services 85 82 215 000
Employer - funded health care services 51 54 128 000
Private, self-funded healthcare services 39 40 107 500
Private health insurance services 27 29 71 700
No health care 1 1 2 600
Can not say 1 1 2 600
Housing Apartment 33 25 61 400
Row house or semi-detached house 17 16 40 900
Detached house 45 54 140 700
Farm 4 5 12 800
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 84 220 100
Rented residence 22 13 28 100
Right of residence apartment 2 1 2 600
Something else 1 1 2 600
Can not say 1 1 2 600
Cottage or holiday home in regular use Yes 41 46 120 300
No 58 53 133 100
Can not say 1 1 2 600
Number of cars in household One car 46 43 110 000
Two cars 29 36 92 100
Three or more cars 10 15 38 400
No car 15 7 15 400
Type of car, if buying now New 18 23 58 900
Used 71 76 191 900
Company car 5 7 15 400
Leasing (personal) 9 12 30 700
Shared car 2 1 5 100
Doesn't use a car 8 3 7 700
Can not say 5 3 7 700
Advertising ban at the door / mailbox Yes 29 23 53 700
No 70 76 199 600
Can not say 1 1 2 600
Using AdBlocker or similar application Yes 19 22 48 600
No 75 72 191 900
Can not say 5 5 15 400
Type of municipality (7 class) Greater Helsinki 20 14 33 300
Turku or Tampere 8 7 17 900
Oulu 4 3 7 700
70 000 - 150 000 inhabitants town 14 14 33 300
Urban municipality 24 29 74 200
Conurbation 17 19 51 200
Countryside 12 15 38 400
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 16 48 600
5-6 days a week 4 5 12 800
1-4 days a week 23 32 87 000
Monthly 25 27 64 000
Rarely 27 16 33 300
Never 9 3 5 100
Can not say 1 1 2 600
The frequency of reading: Magazine content in digital format Daily 23 29 71 700
5-6 days a week 5 6 12 800
1-4 days a week 18 23 56 300
Monthly 16 15 35 800
Rarely 24 19 53 700
Never 13 8 23 000
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 29 84 400
5-6 days a week 4 7 20 500
1-4 days a week 22 26 66 500
Monthly 16 17 38 400
Rarely 25 17 35 800
Never 9 3 7 700
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 64 158 700
5-6 days a week 9 9 20 500
1-4 days a week 16 13 33 300
Monthly 7 5 12 800
Rarely 8 6 15 400
Never 5 3 10 200
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 5 12 800
5-6 days a week 3 4 12 800
1-4 days a week 38 44 117 700
Monthly 20 20 48 600
Rarely 24 19 46 100
Never 10 7 15 400
Can not say 1 1 2 600
The frequency of watching: Free online TV services Daily 19 19 48 600
5-6 days a week 10 12 30 700
1-4 days a week 29 31 79 300
Monthly 20 19 46 100
Rarely 15 14 35 800
Never 6 5 12 800
Can not say 1 1 2 600
The frequency of watching: Pay TV and streaming services Daily 17 17 40 900
5-6 days a week 10 9 20 500
1-4 days a week 22 25 58 900
Monthly 9 9 20 500
Rarely 12 12 30 700
Never 29 28 76 800
Can not say 1 1 2 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 51 140 700
5-6 days a week 10 11 28 100
1-4 days a week 19 17 43 500
Monthly 12 9 20 500
Rarely 13 9 17 900
Never 4 3 5 100
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 41 112 600
5-6 days a week 11 13 33 300
1-4 days a week 20 19 46 100
Monthly 12 10 20 500
Rarely 14 10 23 000
Never 9 7 15 400
Can not say 1 1 2 600
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 28 76 800
5-6 days a week 5 7 17 900
1-4 days a week 15 18 46 100
Monthly 13 14 35 800
Rarely 27 23 53 700
Never 16 11 25 600
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 23 61 400
5-6 days a week 9 11 28 100
1-4 days a week 19 24 61 400
Monthly 14 13 33 300
Rarely 23 17 40 900
Never 17 11 28 100
Can not say 1 0 0
The frequency of listening: Podcasts Daily 7 6 15 400
5-6 days a week 4 4 7 700
1-4 days a week 12 11 25 600
Monthly 14 13 30 700
Rarely 26 25 64 000
Never 35 39 107 500
Can not say 2 2 5 100
User frequency and following: Social media Daily 62 53 130 500
5-6 days a week 7 8 20 500
1-4 days a week 7 9 23 000
Monthly 3 4 7 700
Rarely 6 8 20 500
Never 15 19 51 200
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 13 28 100
5-6 days a week 5 5 12 800
1-4 days a week 13 12 28 100
Monthly 8 8 17 900
Rarely 20 20 51 200
Never 36 41 115 200
Can not say 1 1 2 600
Reading frequency: Printed books Daily 17 14 40 900
5-6 days a week 6 5 10 200
1-4 days a week 15 14 33 300
Monthly 22 22 56 300
Rarely 34 37 92 100
Never 7 8 20 500
Can not say 0 1 2 600
Reading frequency: E-books Daily 3 2 5 100
5-6 days a week 2 1 2 600
1-4 days a week 4 4 7 700
Monthly 6 6 12 800
Rarely 30 30 74 200
Never 54 58 151 000
Can not say 1 1 2 600
Listening frequency: Audiobooks Daily 8 7 15 400
5-6 days a week 3 2 5 100
1-4 days a week 6 5 12 800
Monthly 8 8 20 500
Rarely 23 22 51 200
Never 52 56 148 400
Can not say 1 1 2 600
Usage/viewing frequency: YouTube Daily 22 26 58 900
5-6 days a week 9 11 28 100
1-4 days a week 20 21 53 700
Monthly 20 21 53 700
Rarely 19 13 35 800
Never 10 8 23 000
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 7 15 400
5-6 days a week 2 4 10 200
1-4 days a week 7 9 20 500
Monthly 8 8 17 900
Rarely 13 13 33 300
Never 52 45 120 300
Cant say / No answer 11 14 38 400
Usage/following: Facebook Daily 40 37 97 200
5-6 days a week 6 7 15 400
1-4 days a week 11 12 28 100
Monthly 5 5 10 200
Rarely 10 9 20 500
Never 17 20 51 200
Cant say / No answer 10 12 33 300
Usage/Following: Instagram Daily 37 25 58 900
5-6 days a week 6 6 12 800
1-4 days a week 9 10 23 000
Monthly 5 5 12 800
Rarely 8 11 28 100
Never 25 31 84 400
Cant say / No answer 10 12 35 800
Usage/following rate: Snapchat Daily 16 10 20 500
5-6 days a week 2 1 2 600
1-4 days a week 2 2 5 100
Monthly 2 1 2 600
Rarely 5 5 12 800
Never 62 67 176 600
Cant say / No answer 11 12 33 300
Usage/following: X (formerly Twitter) Daily 4 5 10 200
5-6 days a week 2 2 5 100
1-4 days a week 4 6 12 800
Monthly 3 4 10 200
Rarely 11 11 28 100
Never 66 59 156 100
Cant say / No answer 10 12 33 300
Usage/Following: TikTok Daily 13 9 17 900
5-6 days a week 2 3 7 700
1-4 days a week 4 4 10 200
Monthly 3 3 7 700
Rarely 8 8 17 900
Never 62 62 161 200
Cant say / No answer 10 12 33 300
Usage/following frequency: Jodel Daily 3 1 2 600
5-6 days a week 1 1 0
1-4 days a week 2 1 2 600
Monthly 3 2 2 600
Rarely 6 4 7 700
Never 71 73 189 400
Cant say / No answer 15 18 48 600
Usage/following frequency: Threads Daily 3 2 5 100
5-6 days a week 1 1 2 600
1-4 days a week 4 3 7 700
Monthly 3 3 7 700
Rarely 5 5 10 200
Never 69 68 176 600
Cant say / No answer 15 18 48 600
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 2 600
Monthly 1 1 2 600
Rarely 3 3 7 700
Never 80 77 197 000
Cant say / No answer 15 18 48 600
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 11 25 600
Partially agree 42 42 107 500
Partially disagree 29 35 92 100
Completely disagree 10 10 25 600
Can not say 3 3 7 700
I prefer domestic products Completely agree 33 32 84 400
Partially agree 55 56 143 300
Partially disagree 9 10 23 000
Completely disagree 1 1 2 600
Can not say 2 1 2 600
I consciously make responsible choices in my consumption Completely agree 21 17 43 500
Partially agree 54 53 138 200
Partially disagree 18 21 53 700
Completely disagree 4 5 10 200
Can not say 4 3 7 700
When shopping, quality is more important to me than price Completely agree 24 24 58 900
Partially agree 58 61 158 700
Partially disagree 14 12 28 100
Completely disagree 1 2 5 100
Can not say 3 1 5 100
I usually choose the cheapest option Completely agree 13 11 25 600
Partially agree 48 47 122 800
Partially disagree 32 35 87 000
Completely disagree 5 5 15 400
Can not say 2 2 5 100
I often take advantage of discount and campaign prices in my purchases Completely agree 39 35 89 600
Partially agree 49 54 138 200
Partially disagree 9 9 23 000
Completely disagree 2 2 5 100
Can not say 1 1 2 600
In my circle of friends, I am often the first to try new things Completely agree 5 6 15 400
Partially agree 23 27 66 500
Partially disagree 38 39 99 800
Completely disagree 24 20 53 700
Can not say 10 8 20 500
In my opinion, money is for consumption and not for saving Completely agree 5 6 12 800
Partially agree 37 39 102 400
Partially disagree 43 44 112 600
Completely disagree 10 9 20 500
Can not say 4 3 7 700
I prefer local shops and services Completely agree 28 29 76 800
Partially agree 58 59 151 000
Partially disagree 11 9 20 500
Completely disagree 1 1 2 600
Can not say 2 1 2 600
I want to see advertising targeted to me based on my online behavior Completely agree 4 3 7 700
Partially agree 27 27 69 100
Partially disagree 28 30 79 300
Completely disagree 33 34 87 000
Can not say 7 6 15 400
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 23 000
Partially agree 32 35 89 600
Partially disagree 36 36 92 100
Completely disagree 20 18 46 100
Can not say 3 2 5 100
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 14 35 800
Partially agree 49 46 120 300
Partially disagree 23 29 74 200
Completely disagree 7 7 15 400
Can not say 5 4 10 200
Ecology is an important purchase reason for me Completely agree 18 12 33 300
Partially agree 50 48 128 000
Partially disagree 23 28 69 100
Completely disagree 6 8 17 900
Can not say 4 3 7 700
I prefer well-known brands Completely agree 13 13 30 700
Partially agree 59 62 161 200
Partially disagree 20 18 48 600
Completely disagree 5 4 10 200
Can not say 3 2 5 100
I prefer used products in my purchases Completely agree 15 11 25 600
Partially agree 39 37 94 700
Partially disagree 31 36 92 100
Completely disagree 11 13 33 300
Can not say 3 3 7 700
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 13 33 300
Quite positively 61 64 166 300
Quite negatively 16 14 35 800
Very negative 4 4 7 700
Can not say 6 4 10 200
Magazines Very positive 12 11 28 100
Quite positively 60 62 161 200
Quite negatively 18 17 40 900
Very negative 4 4 10 200
Can not say 7 6 15 400
Free and local newspapers Very positive 22 24 61 400
Quite positively 56 56 145 900
Quite negatively 11 11 28 100
Very negative 4 4 10 200
Can not say 6 5 10 200
Newspaper/Magazine websites or applications Very positive 5 5 12 800
Quite positively 43 45 117 700
Quite negatively 33 32 81 900
Very negative 11 12 28 100
Can not say 8 5 15 400
Social media (Facebook, Instagram etc.) Very positive 5 4 7 700
Quite positively 30 27 66 500
Quite negatively 35 37 97 200
Very negative 19 21 53 700
Can not say 11 11 30 700
Influencer advertising (e.g. in social media) Very positive 4 4 7 700
Quite positively 25 18 43 500
Quite negatively 35 37 94 700
Very negative 23 28 71 700
Can not say 13 13 35 800
Newsletters to email Very positive 2 2 2 600
Quite positively 16 16 38 400
Quite negatively 35 34 92 100
Very negative 45 46 117 700
Can not say 3 2 5 100
Other websites Very positive 2 2 5 100
Quite positively 32 34 84 400
Quite negatively 39 38 97 200
Very negative 15 16 43 500
Can not say 12 9 25 600
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 15 400
Quite positively 44 48 122 800
Quite negatively 31 28 71 700
Very negative 14 14 35 800
Can not say 4 4 7 700
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 5 10 200
Quite positively 33 37 94 700
Quite negatively 35 35 89 600
Very negative 21 18 46 100
Can not say 7 5 12 800
Home delivered advertisements and catalogues Very positive 14 16 40 900
Quite positively 44 46 117 700
Quite negatively 21 21 56 300
Very negative 15 13 28 100
Can not say 5 4 10 200
Out-of-home advertising Very positive 11 12 28 100
Quite positively 51 54 135 600
Quite negatively 22 20 53 700
Very negative 9 9 20 500
Can not say 8 6 15 400
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 14 33 300
Partially agree 59 62 163 800
Partially disagree 10 10 25 600
Completely disagree 3 3 7 700
Can not say 11 10 25 600
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 14 35 800
Partially agree 56 57 148 400
Partially disagree 14 15 35 800
Completely disagree 4 4 10 200
Can not say 10 10 23 000
When reading a magazine, I don't multitask Completely agree 33 32 84 400
Partially agree 39 40 102 400
Partially disagree 17 17 43 500
Completely disagree 4 3 7 700
Can not say 8 8 20 500
A professional magazine keeps me up to date on professional matters Completely agree 21 25 66 500
Partially agree 44 48 122 800
Partially disagree 11 10 25 600
Completely disagree 5 3 7 700
Can not say 18 13 33 300
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 36 94 700
Partially agree 47 48 125 400
Partially disagree 7 6 15 400
Completely disagree 3 2 2 600
Can not say 12 8 17 900
Finnish magazines offer reliable comparisons and tests Completely agree 16 20 51 200
Partially agree 51 55 140 700
Partially disagree 13 12 28 100
Completely disagree 3 2 5 100
Can not say 18 11 28 100
Finnish magazines offer reliable product recommendations Completely agree 10 11 28 100
Partially agree 50 54 140 700
Partially disagree 17 17 43 500
Completely disagree 3 2 5 100
Can not say 20 16 40 900
Finnish magazines are of high quality Completely agree 22 23 56 300
Partially agree 57 57 148 400
Partially disagree 9 10 23 000
Completely disagree 1 2 5 100
Can not say 10 9 20 500
Ads in magazines make new things familiar Completely agree 10 8 20 500
Partially agree 48 48 125 400
Partially disagree 22 25 64 000
Completely disagree 7 7 17 900
Can not say 13 11 28 100
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 13 30 700
Partially agree 33 39 99 800
Partially disagree 22 21 56 300
Completely disagree 22 18 46 100
Can not say 11 9 23 000
I have purchased products based on the ad in magazine Completely agree 9 9 20 500
Partially agree 31 32 84 400
Partially disagree 26 29 74 200
Completely disagree 24 22 56 300
Can not say 10 9 20 500
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 9 23 000
Partially agree 48 47 120 300
Partially disagree 20 24 58 900
Completely disagree 12 14 35 800
Can not say 7 6 15 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 4 10 200
Partially agree 28 23 61 400
Partially disagree 27 32 84 400
Completely disagree 28 33 81 900
Can not say 10 8 20 500
Advertising published in magazines is trustworthy Completely agree 4 4 7 700
Partially agree 36 36 92 100
Partially disagree 35 37 97 200
Completely disagree 9 9 25 600
Can not say 16 14 33 300
The free customer magazine is an important customer benefit for me Completely agree 15 13 33 300
Partially agree 39 43 112 600
Partially disagree 23 24 61 400
Completely disagree 12 11 28 100
Can not say 10 9 23 000
I follow one or more magazines on social media Completely agree 7 7 17 900
Partially agree 20 21 53 700
Partially disagree 23 24 61 400
Completely disagree 42 41 107 500
Can not say 7 7 17 900
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 40 97 200
Partially agree 27 33 81 900
Partially disagree 11 13 35 800
Completely disagree 14 12 35 800
Can not say 2 2 5 100
I usually read many articles at once when I visit magazine websites Completely agree 35 33 81 900
Partially agree 39 47 125 400
Partially disagree 13 11 25 600
Completely disagree 10 7 17 900
Can not say 3 2 7 700
I often end up on newspaper websites through social media or other links Completely agree 18 15 35 800
Partially agree 33 34 84 400
Partially disagree 21 23 58 900
Completely disagree 24 25 69 100
Can not say 4 3 7 700
I read newspaper websites or apps several times a day Completely agree 19 20 48 600
Partially agree 33 40 102 400
Partially disagree 25 24 61 400
Completely disagree 21 14 38 400
Can not say 3 2 5 100
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 18 46 100
Partially agree 21 24 61 400
Partially disagree 17 19 46 100
Completely disagree 37 34 89 600
Can not say 8 5 12 800
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 24 61 400
Partially agree 52 53 138 200
Partially disagree 12 12 30 700
Completely disagree 4 4 10 200
Can not say 8 6 15 400
I want to know if media content has been generated using AI Completely agree 75 72 179 100
Partially agree 16 18 48 600
Partially disagree 3 3 7 700
Completely disagree 2 2 5 100
Can not say 5 5 12 800
I am willing to pay for well-crafted journalistic content Completely agree 31 33 84 400
Partially agree 39 41 107 500
Partially disagree 15 14 33 300
Completely disagree 8 6 15 400
Can not say 7 6 15 400
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 42 112 600
Cosmetics and beauty care 16 4 12 800
Interior design and furniture 26 18 46 100
Renovation and building 24 31 81 900
Domestic appliances 10 14 38 400
Consumer electronics and IT equipment 13 21 53 700
Saving and investing 14 19 51 200
Style and fashion 21 10 28 100
Cars 14 26 64 000
Travelling 23 25 66 500
Sports clothing, footwear or equipment 14 15 40 900
Health and wellness products/services 19 14 38 400
None of these 16 16 38 400
Can not say 10 11 28 100
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 37 94 700
Cosmetics and beauty care 17 6 15 400
Interior design and furniture 21 15 38 400
Renovation and building 21 29 71 700
Domestic appliances 10 16 40 900
Consumer electronics and IT equipment 17 25 61 400
Saving and investing 13 16 40 900
Style and fashion 19 10 25 600
Cars 13 26 64 000
Travelling 23 25 64 000
Sports clothing, footwear or equipment 16 17 40 900
Health and wellness products/services 18 11 28 100
None of these 21 21 56 300
Can not say 12 12 30 700
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 68 168 900
Well-being and health 50 36 97 200
Charity work 14 11 25 600
Self development 32 26 64 000
Celebrities 13 8 20 500
Fishing 15 24 58 900
Beauty care and cosmetics 16 3 10 200
Literature 29 18 48 600
Domestic and foreign news 51 56 140 700
Domestic travel 33 39 99 800
Culture 34 23 58 900
Crafts 25 14 35 800
Nature and going outdoor 52 49 128 000
Hunting 9 14 33 300
Style and fashion 20 6 15 400
Music and concerts 37 32 81 900
Going on summer cottage 29 31 76 800
Local affairs 56 59 151 000
Computer/console/mobile playing 17 17 35 800
Politics 43 49 125 400
Gardening and plants 29 18 51 200
Online gambling or betting 5 8 20 500
Building and renovating 34 54 140 700
Food and drink 38 33 84 400
Cooking, baking, recipes 38 22 53 700
Investment 24 31 74 200
Decorating 28 11 28 100
Economic and finances 36 48 117 700
Science 37 42 102 400
Travelling abroad 34 34 87 000
Sports, exercising 45 51 130 500
Sailing, boating 9 18 46 100
Consumer electronics and information technology 20 35 81 900
Environmental matters 31 28 74 200
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

https://www.moottori.fi

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

Contact info

Media sales

Mediamyynti

  • Jari Istolainen
  • 040 504 4970
  • jari.istolainen@moottori.fi
Media

Publisher

  • Autoliitto ry

Publisher

  • Autoliitto ry

Päätoimittaja

  • Eila Parviainen
 

Address

  • Hämeentie 105 A
  • 00550 Helsinki

Postal address

  • Hämeentie 105 A
  • 00550 Helsinki

Phone

Email

  • toimitus@moottori.fi