Moottori
Kansikuva Moottori 2025

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

9 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 - 2 29.1.2025 10.1.2025 14.1.2025 Motorcycles. Winter vacation and safety. Travelling. New and used cars.
3 5.3.2025 14.2.2025 18.2.2025 Summer tyre test. Camper vans. Travelling. New and used cars.
4 9.4.2025 21.3.2025 25.3.2025 Summer tyre test. Travelling. New and used cars.
5 14.5.2025 25.4.2025 29.4.2025 Electric bicycles. Travelling. New and used cars.
6 - 7 18.6.2025 30.5.2025 3.6.2025 Costs of motoring. Travelling. New and used cars.
8 13.8.2025 25.7.2025 29.7.2025 Car comparison test. Travelling. New and used cars.
9 10.9.2025 22.8.2025 26.8.2025 Winter tyre test. Travelling. New and used cars.
10 15.10.2025 26.9.2025 30.9.2025 Car releases 2026. Travelling. New and used cars.
11 - 12 26.11.2025 7.11.2025 11.11.2025 Travelling extra. Long test end report. New and used cars.

Ei aikatauluja vuodelle 2026.

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 31.12.2025
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 Placement Size Bleed Price (tax 0%)
*) size without marginal Prices valid until 31.12.2026
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 31.12.2025
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2026

Readers

Readers
270 600
Total reach
334 700
How many times read
2
Minutes of reading
58 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025

NRS Facts

Print readers include only those who read the printed magazine.

Readers 270 600
Minutes of reading58 min
How many times read2
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 13 35 200
Men 49 87 235 400
Native language Finnish 95 97 262 500
Swedish 5 3 8 100
Age 15-24 y 13 6 16 200
25-34 y 14 7 18 900
35-44 y 14 13 35 200
45-54 y 14 15 40 600
55-64 y 15 21 56 800
65+ y 30 37 100 100
Gender + age Female 15-29 years 9 1 2 700
Female 30-49 years 14 4 10 800
Female 50+ years 28 8 21 600
Male 15-29 years 10 8 21 600
Male 30-49 years 15 21 56 800
Male 50+ years 24 59 159 700
Household position Lives at home with parents 7 4 10 800
Lives alone 29 22 59 500
Lives with spouse 36 45 121 800
Lives with spouse and children 24 26 70 400
Single parent 2 2 5 400
Other 3 2 5 400
Grandchildren under 18 years of age Yes 20 30 81 200
No 39 44 119 100
No answer (under 45 year olds) 41 26 70 400
Education Elementary school 4 6 16 200
Secondary school 6 5 13 500
Vocational 27 35 94 700
High school 13 8 21 600
University of Applied Sciences 20 19 51 400
University 28 25 67 600
Something else 2 2 5 400
Decision-maker in grocery purchases Yes 93 89 240 800
No 6 10 27 100
Can not say 1 1 2 700
Use of glasses or contact lenses Yes 68 70 189 400
No 32 30 81 200
Size of the household 1 pers 28 21 56 800
2 pers 38 48 129 900
3 pers 14 15 40 600
4 pers 12 11 29 800
5+ pers 7 5 13 500
Household income (gross) Below 20 000 € /y 10 5 13 500
20 000 - 35 000 € /y 17 15 40 600
35 001 - 50 000 € /y 18 21 56 800
50 001 - 85 000 € /y 21 24 64 900
85 001 - 100 000 € /y 8 10 27 100
Over 100 000 € /y 10 16 43 300
Dont want to tell 5 4 10 800
Cant say / No answer 10 5 13 500
Family with kids Yes 32 30 81 200
No 68 70 189 400
Number of children in the household (5th grade) 1 child 13 14 37 900
2 children 13 11 29 800
3 children 5 3 8 100
4 children 1 1 2 700
5+ children 1 1 2 700
There are no children 67 69 186 700
Doesn't want to answer 0 0 0
Pets in household Cat 16 15 40 600
Dog 26 27 73 100
Some other pet 5 4 10 800
No pets 61 61 165 100
Health services used in the household Public health services 85 83 224 600
Employer - funded health care services 50 50 135 300
Private, self-funded healthcare services 39 43 116 400
Private health insurance services 26 25 67 600
No health care 1 1 2 700
Can not say 1 1 2 700
Housing Apartment 32 23 62 200
Row house or semi-detached house 17 16 43 300
Detached house 46 55 148 800
Farm 4 5 13 500
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 76 85 230 000
Rented residence 20 13 35 200
Right of residence apartment 2 1 2 700
Something else 1 1 2 700
Can not say 1 0 0
Cottage or holiday home in regular use Yes 41 46 124 500
No 58 53 143 400
Can not say 1 1 2 700
Number of cars in household One car 45 45 121 800
Two cars 30 37 100 100
Three or more cars 10 12 32 500
No car 14 6 16 200
Type of car, if buying now New 21 26 70 400
Used 70 73 197 500
Company car 5 6 16 200
Leasing (personal) 9 10 27 100
Shared car 3 1 2 700
Doesn't use a car 8 4 10 800
Can not say 5 3 8 100
Advertising ban at the door / mailbox Yes 27 21 56 800
No 72 79 213 800
Can not say 1 1 2 700
Using AdBlocker or similar application Yes 19 19 51 400
No 76 76 205 700
Can not say 5 5 13 500
Type of municipality (7 class) Greater Helsinki 19 15 40 600
Turku or Tampere 8 6 16 200
Oulu 4 3 8 100
70 000 - 150 000 inhabitants town 14 13 35 200
Urban municipality 25 28 75 800
Conurbation 16 19 51 400
Countryside 13 15 40 600
Source: NRS 2025
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 18 48 700
5-6 days a week 4 6 16 200
1-4 days a week 24 37 100 100
Monthly 25 24 64 900
Rarely 26 13 35 200
Never 8 2 5 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 29 78 500
5-6 days a week 5 6 16 200
1-4 days a week 20 20 54 100
Monthly 15 14 37 900
Rarely 23 23 62 200
Never 13 8 21 600
Can not say 1 1 2 700
The frequency of reading: Print newspapers or afternoon papers Daily 25 33 89 300
5-6 days a week 5 9 24 400
1-4 days a week 23 27 73 100
Monthly 15 13 35 200
Rarely 24 15 40 600
Never 8 3 8 100
Can not say 1 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 54 60 162 400
5-6 days a week 9 11 29 800
1-4 days a week 17 15 40 600
Monthly 6 4 10 800
Rarely 8 7 18 900
Never 5 4 10 800
Can not say 0 0 0
The frequency of reading: Free and free delivery newspapers Daily 4 5 13 500
5-6 days a week 4 5 13 500
1-4 days a week 41 47 127 200
Monthly 18 18 48 700
Rarely 23 19 51 400
Never 9 5 13 500
Can not say 1 1 2 700
The frequency of watching: Free online TV services Daily 17 17 46 000
5-6 days a week 10 13 35 200
1-4 days a week 30 31 83 900
Monthly 21 17 46 000
Rarely 15 15 40 600
Never 6 5 13 500
Can not say 1 1 2 700
The frequency of watching: Pay TV and streaming services Daily 15 12 32 500
5-6 days a week 10 9 24 400
1-4 days a week 22 22 59 500
Monthly 9 9 24 400
Rarely 13 15 40 600
Never 30 32 86 600
Can not say 1 1 2 700
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 44 55 148 800
5-6 days a week 10 12 32 500
1-4 days a week 19 15 40 600
Monthly 12 8 21 600
Rarely 12 7 18 900
Never 3 2 5 400
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 41 110 900
5-6 days a week 12 16 43 300
1-4 days a week 22 21 56 800
Monthly 12 8 21 600
Rarely 13 8 21 600
Never 8 6 16 200
Can not say 0 1 2 700
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 21 27 73 100
5-6 days a week 6 8 21 600
1-4 days a week 16 20 54 100
Monthly 13 15 40 600
Rarely 27 21 56 800
Never 15 9 24 400
Can not say 1 1 2 700
The frequency of listening: Programs of commercial radio channels Daily 16 23 62 200
5-6 days a week 9 11 29 800
1-4 days a week 21 23 62 200
Monthly 14 12 32 500
Rarely 23 18 48 700
Never 16 12 32 500
Can not say 1 1 2 700
The frequency of listening: Podcasts Daily 6 4 10 800
5-6 days a week 3 3 8 100
1-4 days a week 11 11 29 800
Monthly 14 12 32 500
Rarely 27 29 78 500
Never 36 38 102 800
Can not say 2 3 8 100
User frequency and following: Social media Daily 59 49 132 600
5-6 days a week 8 9 24 400
1-4 days a week 8 9 24 400
Monthly 3 3 8 100
Rarely 6 8 21 600
Never 16 22 59 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 14 8 21 600
5-6 days a week 6 5 13 500
1-4 days a week 13 11 29 800
Monthly 8 7 18 900
Rarely 20 22 59 500
Never 38 44 119 100
Can not say 1 2 5 400
User frequency: Instant messaging Daily 69 64 173 200
5-6 days a week 11 10 27 100
1-4 days a week 9 12 32 500
Monthly 3 3 8 100
Rarely 2 3 8 100
Never 6 7 18 900
Can not say 0 1 2 700
Reading frequency: Printed books Daily 16 15 40 600
5-6 days a week 6 4 10 800
1-4 days a week 14 13 35 200
Monthly 22 22 59 500
Rarely 34 37 100 100
Never 7 9 24 400
Can not say 1 1 2 700
Reading frequency: E-books Daily 3 2 5 400
5-6 days a week 1 1 2 700
1-4 days a week 4 3 8 100
Monthly 7 6 16 200
Rarely 30 31 83 900
Never 53 55 148 800
Can not say 1 1 2 700
Listening frequency: Audiobooks Daily 6 4 10 800
5-6 days a week 3 2 5 400
1-4 days a week 6 5 13 500
Monthly 8 6 16 200
Rarely 23 22 59 500
Never 54 60 162 400
Can not say 1 1 2 700
Usage/viewing frequency: YouTube Daily 19 21 56 800
5-6 days a week 9 11 29 800
1-4 days a week 23 26 70 400
Monthly 21 20 54 100
Rarely 17 14 37 900
Never 10 8 21 600
Can not say 0 0 0
Usage/following: Linkedl Daily 4 5 13 500
5-6 days a week 2 2 5 400
1-4 days a week 8 10 27 100
Monthly 8 8 21 600
Rarely 12 12 32 500
Never 59 55 148 800
Cant say / No answer 6 8 21 600
Usage/following: Facebook Daily 39 37 100 100
5-6 days a week 8 7 18 900
1-4 days a week 11 11 29 800
Monthly 6 5 13 500
Rarely 9 8 21 600
Never 22 27 73 100
Cant say / No answer 4 6 16 200
Usage/Following: Instagram Daily 32 22 59 500
5-6 days a week 7 7 18 900
1-4 days a week 9 9 24 400
Monthly 5 5 13 500
Rarely 9 11 29 800
Never 33 39 105 500
Cant say / No answer 5 7 18 900
Usage/following rate: Snapchat Daily 15 8 21 600
5-6 days a week 2 2 5 400
1-4 days a week 3 1 2 700
Monthly 2 1 2 700
Rarely 5 4 10 800
Never 69 77 208 400
Cant say / No answer 5 7 18 900
Usage/Following: Twitter Daily 5 5 13 500
5-6 days a week 2 2 5 400
1-4 days a week 4 5 13 500
Monthly 5 4 10 800
Rarely 11 11 29 800
Never 68 66 178 600
Cant say / No answer 5 7 18 900
Usage/Following: TikTok Daily 10 6 16 200
5-6 days a week 3 2 5 400
1-4 days a week 4 4 10 800
Monthly 3 3 8 100
Rarely 8 7 18 900
Never 68 71 192 100
Cant say / No answer 4 6 16 200
Source: NRS 2025
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 14 9 24 400
Partially agree 43 40 108 200
Partially disagree 30 37 100 100
Completely disagree 10 11 29 800
Can not say 3 3 8 100
I prefer domestic products Completely agree 33 32 86 600
Partially agree 55 57 154 200
Partially disagree 9 9 24 400
Completely disagree 1 1 2 700
Can not say 2 1 2 700
I consciously make responsible choices in my consumption Completely agree 20 17 46 000
Partially agree 54 55 148 800
Partially disagree 18 21 56 800
Completely disagree 4 5 13 500
Can not say 3 3 8 100
When shopping, quality is more important to me than price Completely agree 23 23 62 200
Partially agree 58 63 170 500
Partially disagree 15 12 32 500
Completely disagree 1 1 2 700
Can not say 2 1 2 700
I usually choose the cheapest option Completely agree 12 10 27 100
Partially agree 48 48 129 900
Partially disagree 33 36 97 400
Completely disagree 5 4 10 800
Can not say 2 1 2 700
I often take advantage of discount and campaign prices in my purchases Completely agree 37 32 86 600
Partially agree 50 56 151 500
Partially disagree 9 10 27 100
Completely disagree 2 1 2 700
Can not say 1 1 2 700
In my circle of friends, I am often the first to try new things Completely agree 6 6 16 200
Partially agree 24 24 64 900
Partially disagree 38 41 110 900
Completely disagree 24 21 56 800
Can not say 9 8 21 600
In my opinion, money is for consumption and not for saving Completely agree 5 5 13 500
Partially agree 36 39 105 500
Partially disagree 45 45 121 800
Completely disagree 11 10 27 100
Can not say 4 2 5 400
I prefer local shops and services Completely agree 27 28 75 800
Partially agree 58 60 162 400
Partially disagree 11 10 27 100
Completely disagree 1 1 2 700
Can not say 2 1 2 700
I want to see advertising targeted to me based on my online behavior Completely agree 4 3 8 100
Partially agree 28 27 73 100
Partially disagree 29 34 92 000
Completely disagree 32 32 86 600
Can not say 7 5 13 500
When I want a certain brand of product, the price doesn't matter Completely agree 9 8 21 600
Partially agree 32 35 94 700
Partially disagree 37 36 97 400
Completely disagree 20 19 51 400
Can not say 2 2 5 400
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 13 35 200
Partially agree 50 48 129 900
Partially disagree 24 29 78 500
Completely disagree 6 7 18 900
Can not say 4 3 8 100
Ecology is an important purchase reason for me Completely agree 17 13 35 200
Partially agree 51 51 138 000
Partially disagree 22 25 67 600
Completely disagree 6 9 24 400
Can not say 3 2 5 400
I prefer well-known brands Completely agree 12 14 37 900
Partially agree 58 61 165 100
Partially disagree 21 19 51 400
Completely disagree 5 4 10 800
Can not say 3 2 5 400
I prefer used products in my purchases Completely agree 14 8 21 600
Partially agree 41 39 105 500
Partially disagree 31 36 97 400
Completely disagree 12 14 37 900
Can not say 3 3 8 100
Source: NRS 2025
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 37 900
Quite positively 61 62 167 800
Quite negatively 16 15 40 600
Very negative 4 4 10 800
Can not say 6 5 13 500
Magazines Very positive 13 12 32 500
Quite positively 60 60 162 400
Quite negatively 17 18 48 700
Very negative 4 4 10 800
Can not say 6 5 13 500
Free and local newspapers Very positive 24 25 67 600
Quite positively 56 56 151 500
Quite negatively 11 10 27 100
Very negative 4 4 10 800
Can not say 6 5 13 500
Newspaper/Magazine websites or applications Very positive 7 7 18 900
Quite positively 45 45 121 800
Quite negatively 30 32 86 600
Very negative 10 10 27 100
Can not say 8 6 16 200
Social media (Facebook, Instagram etc.) Very positive 6 5 13 500
Quite positively 33 29 78 500
Quite negatively 32 34 92 000
Very negative 17 19 51 400
Can not say 12 13 35 200
Blogs Very positive 4 3 8 100
Quite positively 25 20 54 100
Quite negatively 29 30 81 200
Very negative 16 21 56 800
Can not say 26 27 73 100
Newsletters to email Very positive 2 2 5 400
Quite positively 17 16 43 300
Quite negatively 34 34 92 000
Very negative 43 45 121 800
Can not say 4 3 8 100
Other websites Very positive 3 4 10 800
Quite positively 38 37 100 100
Quite negatively 34 35 94 700
Very negative 14 14 37 900
Can not say 11 10 27 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 7 8 21 600
Quite positively 46 45 121 800
Quite negatively 29 30 81 200
Very negative 13 14 37 900
Can not say 4 3 8 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 5 13 500
Quite positively 35 37 100 100
Quite negatively 33 34 92 000
Very negative 20 19 51 400
Can not say 7 6 16 200
Home delivered advertisements and catalogues Very positive 19 20 54 100
Quite positively 46 46 124 500
Quite negatively 17 18 48 700
Very negative 14 12 32 500
Can not say 5 4 10 800
Out-of-home advertising Very positive 11 12 32 500
Quite positively 52 52 140 700
Quite negatively 21 22 59 500
Very negative 9 8 21 600
Can not say 8 7 18 900
Source: NRS 2025
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 17 14 37 900
Partially agree 60 65 175 900
Partially disagree 11 12 32 500
Completely disagree 3 3 8 100
Can not say 9 7 18 900
I stop and disconnect from hectic everyday life by reading magazines. Completely agree 16 13 35 200
Partially agree 57 58 156 900
Partially disagree 14 18 48 700
Completely disagree 5 4 10 800
Can not say 8 7 18 900
A professional magazine keeps me up to date on professional matters Completely agree 23 28 75 800
Partially agree 46 49 132 600
Partially disagree 12 11 29 800
Completely disagree 5 4 10 800
Can not say 15 9 24 400
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 38 102 800
Partially agree 49 49 132 600
Partially disagree 7 6 16 200
Completely disagree 2 1 2 700
Can not say 10 6 16 200
Finnish magazines offer reliable comparisons and tests Completely agree 16 21 56 800
Partially agree 51 53 143 400
Partially disagree 14 13 35 200
Completely disagree 3 3 8 100
Can not say 16 11 29 800
Finnish magazines offer reliable product recommendations Completely agree 11 13 35 200
Partially agree 52 54 146 100
Partially disagree 18 18 48 700
Completely disagree 3 2 5 400
Can not say 17 13 35 200
Finnish magazines are of high quality Completely agree 23 23 62 200
Partially agree 58 59 159 700
Partially disagree 9 10 27 100
Completely disagree 1 2 5 400
Can not say 9 7 18 900
I follow important magazines on social media Completely agree 7 7 18 900
Partially agree 25 25 67 600
Partially disagree 23 28 75 800
Completely disagree 36 34 92 000
Can not say 10 7 18 900
I read important magazines from cover to cover Completely agree 16 17 46 000
Partially agree 33 34 92 000
Partially disagree 29 31 83 900
Completely disagree 17 14 37 900
Can not say 5 3 8 100
Ads in magazines make new things familiar Completely agree 7 6 16 200
Partially agree 45 46 124 500
Partially disagree 28 31 83 900
Completely disagree 10 10 27 100
Can not say 10 7 18 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 10 11 29 800
Partially agree 35 39 105 500
Partially disagree 23 25 67 600
Completely disagree 23 19 51 400
Can not say 9 7 18 900
I have purchased products based on the ad in magazine Completely agree 9 9 24 400
Partially agree 33 34 92 000
Partially disagree 27 29 78 500
Completely disagree 24 22 59 500
Can not say 8 6 16 200
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 13 10 27 100
Partially agree 50 47 127 200
Partially disagree 19 24 64 900
Completely disagree 13 15 40 600
Can not say 5 4 10 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 9 3 8 100
Partially agree 29 24 64 900
Partially disagree 27 33 89 300
Completely disagree 29 34 92 000
Can not say 7 5 13 500
I trust product recommendations from social media influencers Completely agree 2 1 2 700
Partially agree 18 13 35 200
Partially disagree 33 33 89 300
Completely disagree 38 46 124 500
Can not say 10 8 21 600
The free customer magazine is an important customer benefit for me Completely agree 16 13 35 200
Partially agree 41 46 124 500
Partially disagree 23 24 64 900
Completely disagree 12 11 29 800
Can not say 8 6 16 200
Source: NRS 2025
Use of information sources during the purchase process All 15+ % Magazine Readers % Amount of readers
Information sources, cars and car purchase Print magazines 11 19 51 400
Newspapers 12 18 48 700
Magazine websites 7 13 35 200
Newspaper websites 8 13 35 200
Blogs 3 3 8 100
Social media 16 15 40 600
Other websites 44 56 151 500
Television 11 14 37 900
Radio 2 2 5 400
Direct mail 10 14 37 900
None of these 39 25 67 600
Information sources, consumer electronics and information technology Print magazines 13 19 51 400
Newspapers 15 21 56 800
Magazine websites 9 12 32 500
Newspaper websites 11 14 37 900
Blogs 6 5 13 500
Social media 28 23 62 200
Other websites 50 53 143 400
Television 19 22 59 500
Radio 3 4 10 800
Direct mail 35 40 108 200
None of these 16 11 29 800
Information sources, beauty care and cosmetics Print magazines 18 13 35 200
Newspapers 8 10 27 100
Magazine websites 10 7 18 900
Newspaper websites 7 7 18 900
Blogs 7 2 5 400
Social media 31 14 37 900
Other websites 17 13 35 200
Television 14 17 46 000
Radio 2 4 10 800
Direct mail 17 16 43 300
None of these 43 55 148 800
Information sources, travel Print magazines 16 17 46 000
Newspapers 15 19 51 400
Magazine websites 10 11 29 800
Newspaper websites 11 13 35 200
Blogs 12 8 21 600
Social media 38 26 70 400
Other websites 49 53 143 400
Television 17 19 51 400
Radio 3 3 8 100
Direct mail 9 12 32 500
None of these 25 22 59 500
Information sources, style and fashion Print magazines 22 19 51 400
Newspapers 11 15 40 600
Magazine websites 12 10 27 100
Newspaper websites 8 11 29 800
Blogs 9 4 10 800
Social media 37 21 56 800
Other websites 34 30 81 200
Television 18 20 54 100
Radio 2 3 8 100
Direct mail 25 27 73 100
None of these 28 35 94 700
Information sources, building and renovating Print magazines 17 22 59 500
Newspapers 13 21 56 800
Magazine websites 9 10 27 100
Newspaper websites 9 12 32 500
Blogs 7 6 16 200
Social media 26 22 59 500
Other websites 33 40 108 200
Television 18 22 59 500
Radio 2 3 8 100
Direct mail 27 34 92 000
None of these 31 21 56 800
Information sources, food, cooking and baking Print magazines 35 33 89 300
Newspapers 25 30 81 200
Magazine websites 21 20 54 100
Newspaper websites 23 25 67 600
Blogs 14 9 24 400
Social media 45 32 86 600
Other websites 32 33 89 300
Television 29 35 94 700
Radio 7 9 24 400
Direct mail 26 31 83 900
None of these 11 13 35 200
Information sources, eyeglasses, contact lenses or sunglasses Print magazines 6 7 18 900
Newspapers 10 14 37 900
Magazine websites 3 4 10 800
Newspaper websites 5 7 18 900
Blogs 1 1 2 700
Social media 12 8 21 600
Other websites 27 29 78 500
Television 12 16 43 300
Radio 2 3 8 100
Direct mail 16 19 51 400
None of these 52 46 124 500
Information sources, decorating and furniture purchases Print magazines 23 24 64 900
Newspapers 14 20 54 100
Magazine websites 11 11 29 800
Newspaper websites 9 12 32 500
Blogs 7 3 8 100
Social media 31 19 51 400
Other websites 31 31 83 900
Television 19 22 59 500
Radio 2 3 8 100
Direct mail 31 33 89 300
None of these 24 25 67 600
Information sources, saving and investing Print magazines 9 14 37 900
Newspapers 11 16 43 300
Magazine websites 6 9 24 400
Newspaper websites 11 13 35 200
Blogs 7 7 18 900
Social media 22 15 40 600
Other websites 32 38 102 800
Television 8 9 24 400
Radio 3 2 5 400
Direct mail 4 6 16 200
None of these 44 40 108 200
Information sources, health and wellbeing products / services Print magazines 13 13 35 200
Newspapers 13 16 43 300
Magazine websites 8 8 21 600
Newspaper websites 9 10 27 100
Blogs 5 2 5 400
Social media 26 16 43 300
Other websites 39 40 108 200
Television 13 14 37 900
Radio 3 4 10 800
Direct mail 15 17 46 000
None of these 36 36 97 400
Information sources, purchase of sportswear, -footwear or -equipment Print magazines 12 13 35 200
Newspapers 16 22 59 500
Magazine websites 7 8 21 600
Newspaper websites 9 12 32 500
Blogs 5 3 8 100
Social media 26 16 43 300
Other websites 42 43 116 400
Television 14 17 46 000
Radio 2 3 8 100
Direct mail 30 34 92 000
None of these 28 28 75 800
Source: NRS 2025
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 25 65 175 900
Well-being and health 50 39 105 500
Charity work 13 8 21 600
Self development 32 27 73 100
Celebrities 14 7 18 900
Fishing 16 23 62 200
Beauty care and cosmetics 16 4 10 800
Literature 27 18 48 700
Domestic and foreign news 52 54 146 100
Domestic travel 32 37 100 100
Culture 33 21 56 800
Crafts 25 13 35 200
Nature and going outdoor 52 49 132 600
Hunting 10 15 40 600
Style and fashion 20 6 16 200
Music and concerts 36 29 78 500
Going on summer cottage 29 29 78 500
Local affairs 55 58 156 900
Computer/console/mobile playing 17 14 37 900
Politics 42 46 124 500
Gardening and plants 30 20 54 100
Building and renovating 34 55 148 800
Food and drink 38 34 92 000
Cooking, baking, recipes 38 22 59 500
Investment 23 27 73 100
Decorating 28 11 29 800
Economic and finances 35 44 119 100
Science 35 41 110 900
Travelling abroad 34 31 83 900
Sports, exercising 45 50 135 300
Sailing, boating 10 18 48 700
Consumer electronics and information technology 21 32 86 600
Environmental matters 31 25 67 600
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 5 400
Buying an apartment 11 10 27 100
Home renovation 27 32 86 600
Buying a car 27 32 86 600
Buying a boat 3 4 10 800
None of these 51 44 119 100
Purchases in the last 12 months Furniture and furnishings 44 39 105 500
Repair and construction products 39 49 132 600
Domestic appliances 38 41 110 900
Electronics or IT products 49 55 148 800
Cars 19 25 67 600
Clothing and footwear 84 80 216 500
Eyeglasses, contact lenses or sunglasses 36 32 86 600
Sports clothing, footwear or equipment 58 57 154 200
Saving or investing products or services 29 36 97 400
Cosmetics and beauty products 49 29 78 500
Mobile phones 29 30 81 200
Travels 50 48 129 900
Products and services for health and well-being 61 55 148 800
None of the above 1 1 2 700
Intentions to purchase within 12 months Furniture and furnishings 30 25 67 600
Repair and construction products 33 42 113 700
Domestic appliances 18 19 51 400
Electronics or IT products 27 31 83 900
Cars 14 19 51 400
Clothing and footwear 67 60 162 400
Eyeglasses, contact lenses or sunglasses 27 24 64 900
Sports clothing, footwear or equipment 44 42 113 700
Saving or investing products or services 24 28 75 800
Cosmetics and beauty products 38 19 51 400
Mobile phones 16 17 46 000
Travels 46 46 124 500
Products and services for health and well-being 49 42 113 700
None of the above 6 6 16 200
Will consider switching over the next 12 months Bank 7 9 24 400
Insurance company 11 15 40 600
electric company 17 23 62 200
Internet Connection 10 14 37 900
Phone-subscription 14 17 46 000
None of the above 48 44 119 100
Can not say 18 15 40 600
Uses of extra money Magazines, books, movies 16 14 37 900
Eating, drinking, partying in a restaurant 35 29 78 500
Exercise hobbies and equipment 28 28 75 800
Cultural events (e.g. concerts, theater, festivals) 36 31 83 900
Renovation, decoration 23 24 64 900
Health services and one's own well-being 22 18 48 700
Travelling 44 45 121 800
Entertainment electronics and information technology equipment, mobile phones 14 18 48 700
Clothes, shoes and bags 22 13 35 200
Home services (cleaning and other housekeeping services) 5 4 10 800
Car, boat, motorcycle 11 22 59 500
Cosmetics and beauty care 12 4 10 800
Saving, investing 49 52 140 700
Other 8 9 24 400
There is no extra money after mandatory expenses 8 7 18 900
Can not say 3 3 8 100
Source: NRS 2025

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

Total reach 334 700
Only print
Only print
Print and online
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 11 35 200
Men 49 89 235 400
Native language Finnish 95 96 262 500
Swedish 5 4 8 100
Age 15-24 y 13 8 16 200
25-34 y 14 8 18 900
35-44 y 14 14 35 200
45-54 y 14 16 40 600
55-64 y 15 20 56 800
65+ y 30 33 100 100
Gender + age Female 15-29 years 9 1 2 700
Female 30-49 years 14 3 10 800
Female 50+ years 28 7 21 600
Male 15-29 years 10 11 21 600
Male 30-49 years 15 23 56 800
Male 50+ years 24 55 159 700
Household position Lives at home with parents 7 5 10 800
Lives alone 29 22 59 500
Lives with spouse 36 42 121 800
Lives with spouse and children 24 27 70 400
Single parent 2 2 5 400
Other 3 2 5 400
Grandchildren under 18 years of age Yes 20 27 81 200
No 39 42 119 100
No answer (under 45 year olds) 41 31 70 400
Education Elementary school 4 6 16 200
Secondary school 6 5 13 500
Vocational 27 34 94 700
High school 13 9 21 600
University of Applied Sciences 20 20 51 400
University 28 24 67 600
Something else 2 2 5 400
Decision-maker in grocery purchases Yes 93 89 240 800
No 6 10 27 100
Can not say 1 1 2 700
Use of glasses or contact lenses Yes 68 68 189 400
No 32 32 81 200
Size of the household 1 pers 28 20 56 800
2 pers 38 46 129 900
3 pers 14 15 40 600
4 pers 12 12 29 800
5+ pers 7 7 13 500
Household income (gross) Below 20 000 € /y 10 5 13 500
20 000 - 35 000 € /y 17 14 40 600
35 001 - 50 000 € /y 18 20 56 800
50 001 - 85 000 € /y 21 25 64 900
85 001 - 100 000 € /y 8 11 27 100
Over 100 000 € /y 10 16 43 300
Dont want to tell 5 3 10 800
Cant say / No answer 10 6 13 500
Family with kids Yes 32 33 81 200
No 68 67 189 400
Number of children in the household (5th grade) 1 child 13 15 37 900
2 children 13 12 29 800
3 children 5 4 8 100
4 children 1 1 2 700
5+ children 1 1 2 700
There are no children 67 67 186 700
Doesn't want to answer 0 0 0
Pets in household Cat 16 16 40 600
Dog 26 27 73 100
Some other pet 5 4 10 800
No pets 61 60 165 100
Health services used in the household Public health services 85 83 224 600
Employer - funded health care services 50 53 135 300
Private, self-funded healthcare services 39 42 116 400
Private health insurance services 26 26 67 600
No health care 1 1 2 700
Can not say 1 1 2 700
Housing Apartment 32 24 62 200
Row house or semi-detached house 17 16 43 300
Detached house 46 54 148 800
Farm 4 4 13 500
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 76 84 230 000
Rented residence 20 13 35 200
Right of residence apartment 2 1 2 700
Something else 1 1 2 700
Can not say 1 1 0
Cottage or holiday home in regular use Yes 41 45 124 500
No 58 53 143 400
Can not say 1 1 2 700
Number of cars in household One car 45 44 121 800
Two cars 30 36 100 100
Three or more cars 10 13 32 500
No car 14 6 16 200
Type of car, if buying now New 21 26 70 400
Used 70 74 197 500
Company car 5 6 16 200
Leasing (personal) 9 10 27 100
Shared car 3 1 2 700
Doesn't use a car 8 4 10 800
Can not say 5 4 8 100
Advertising ban at the door / mailbox Yes 27 22 56 800
No 72 77 213 800
Can not say 1 1 2 700
Using AdBlocker or similar application Yes 19 21 51 400
No 76 74 205 700
Can not say 5 5 13 500
Type of municipality (7 class) Greater Helsinki 19 16 40 600
Turku or Tampere 8 7 16 200
Oulu 4 3 8 100
70 000 - 150 000 inhabitants town 14 14 35 200
Urban municipality 25 28 75 800
Conurbation 16 18 51 400
Countryside 13 14 40 600
Source: NRS 2025
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 16 48 700
5-6 days a week 4 6 16 200
1-4 days a week 24 35 100 100
Monthly 25 26 64 900
Rarely 26 16 35 200
Never 8 2 5 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 29 78 500
5-6 days a week 5 6 16 200
1-4 days a week 20 22 54 100
Monthly 15 14 37 900
Rarely 23 21 62 200
Never 13 6 21 600
Can not say 1 0 2 700
The frequency of reading: Print newspapers or afternoon papers Daily 25 29 89 300
5-6 days a week 5 8 24 400
1-4 days a week 23 27 73 100
Monthly 15 15 35 200
Rarely 24 18 40 600
Never 8 3 8 100
Can not say 1 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 54 61 162 400
5-6 days a week 9 11 29 800
1-4 days a week 17 15 40 600
Monthly 6 4 10 800
Rarely 8 6 18 900
Never 5 3 10 800
Can not say 0 0 0
The frequency of reading: Free and free delivery newspapers Daily 4 5 13 500
5-6 days a week 4 4 13 500
1-4 days a week 41 45 127 200
Monthly 18 18 48 700
Rarely 23 20 51 400
Never 9 6 13 500
Can not say 1 1 2 700
The frequency of watching: Free online TV services Daily 17 17 46 000
5-6 days a week 10 13 35 200
1-4 days a week 30 31 83 900
Monthly 21 18 46 000
Rarely 15 15 40 600
Never 6 5 13 500
Can not say 1 1 2 700
The frequency of watching: Pay TV and streaming services Daily 15 14 32 500
5-6 days a week 10 10 24 400
1-4 days a week 22 23 59 500
Monthly 9 9 24 400
Rarely 13 14 40 600
Never 30 30 86 600
Can not say 1 1 2 700
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 44 51 148 800
5-6 days a week 10 12 32 500
1-4 days a week 19 17 40 600
Monthly 12 9 21 600
Rarely 12 8 18 900
Never 3 2 5 400
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 38 110 900
5-6 days a week 12 15 43 300
1-4 days a week 22 22 56 800
Monthly 12 9 21 600
Rarely 13 9 21 600
Never 8 6 16 200
Can not say 0 1 2 700
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 21 25 73 100
5-6 days a week 6 8 21 600
1-4 days a week 16 20 54 100
Monthly 13 15 40 600
Rarely 27 21 56 800
Never 15 10 24 400
Can not say 1 1 2 700
The frequency of listening: Programs of commercial radio channels Daily 16 22 62 200
5-6 days a week 9 11 29 800
1-4 days a week 21 24 62 200
Monthly 14 12 32 500
Rarely 23 18 48 700
Never 16 12 32 500
Can not say 1 1 2 700
The frequency of listening: Podcasts Daily 6 4 10 800
5-6 days a week 3 3 8 100
1-4 days a week 11 12 29 800
Monthly 14 13 32 500
Rarely 27 28 78 500
Never 36 36 102 800
Can not say 2 3 8 100
User frequency and following: Social media Daily 59 50 132 600
5-6 days a week 8 9 24 400
1-4 days a week 8 9 24 400
Monthly 3 3 8 100
Rarely 6 7 21 600
Never 16 20 59 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 14 10 21 600
5-6 days a week 6 6 13 500
1-4 days a week 13 12 29 800
Monthly 8 7 18 900
Rarely 20 23 59 500
Never 38 41 119 100
Can not say 1 2 5 400
User frequency: Instant messaging Daily 69 66 173 200
5-6 days a week 11 10 27 100
1-4 days a week 9 11 32 500
Monthly 3 3 8 100
Rarely 2 3 8 100
Never 6 7 18 900
Can not say 0 1 2 700
Reading frequency: Printed books Daily 16 14 40 600
5-6 days a week 6 4 10 800
1-4 days a week 14 13 35 200
Monthly 22 22 59 500
Rarely 34 37 100 100
Never 7 9 24 400
Can not say 1 1 2 700
Reading frequency: E-books Daily 3 2 5 400
5-6 days a week 1 1 2 700
1-4 days a week 4 4 8 100
Monthly 7 6 16 200
Rarely 30 33 83 900
Never 53 53 148 800
Can not say 1 1 2 700
Listening frequency: Audiobooks Daily 6 4 10 800
5-6 days a week 3 2 5 400
1-4 days a week 6 5 13 500
Monthly 8 7 16 200
Rarely 23 23 59 500
Never 54 58 162 400
Can not say 1 1 2 700
Usage/viewing frequency: YouTube Daily 19 23 56 800
5-6 days a week 9 11 29 800
1-4 days a week 23 26 70 400
Monthly 21 19 54 100
Rarely 17 13 37 900
Never 10 7 21 600
Can not say 0 0 0
Usage/following: Linkedl Daily 4 5 13 500
5-6 days a week 2 3 5 400
1-4 days a week 8 10 27 100
Monthly 8 9 21 600
Rarely 12 12 32 500
Never 59 53 148 800
Cant say / No answer 6 8 21 600
Usage/following: Facebook Daily 39 36 100 100
5-6 days a week 8 8 18 900
1-4 days a week 11 11 29 800
Monthly 6 5 13 500
Rarely 9 8 21 600
Never 22 27 73 100
Cant say / No answer 4 5 16 200
Usage/Following: Instagram Daily 32 23 59 500
5-6 days a week 7 7 18 900
1-4 days a week 9 9 24 400
Monthly 5 5 13 500
Rarely 9 11 29 800
Never 33 38 105 500
Cant say / No answer 5 6 18 900
Usage/following rate: Snapchat Daily 15 9 21 600
5-6 days a week 2 2 5 400
1-4 days a week 3 2 2 700
Monthly 2 1 2 700
Rarely 5 4 10 800
Never 69 75 208 400
Cant say / No answer 5 6 18 900
Usage/Following: Twitter Daily 5 6 13 500
5-6 days a week 2 3 5 400
1-4 days a week 4 6 13 500
Monthly 5 4 10 800
Rarely 11 11 29 800
Never 68 64 178 600
Cant say / No answer 5 6 18 900
Usage/Following: TikTok Daily 10 7 16 200
5-6 days a week 3 3 5 400
1-4 days a week 4 4 10 800
Monthly 3 4 8 100
Rarely 8 7 18 900
Never 68 70 192 100
Cant say / No answer 4 6 16 200
Source: NRS 2025
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 14 9 24 400
Partially agree 43 41 108 200
Partially disagree 30 36 100 100
Completely disagree 10 11 29 800
Can not say 3 3 8 100
I prefer domestic products Completely agree 33 31 86 600
Partially agree 55 57 154 200
Partially disagree 9 9 24 400
Completely disagree 1 1 2 700
Can not say 2 2 2 700
I consciously make responsible choices in my consumption Completely agree 20 16 46 000
Partially agree 54 54 148 800
Partially disagree 18 21 56 800
Completely disagree 4 5 13 500
Can not say 3 3 8 100
When shopping, quality is more important to me than price Completely agree 23 24 62 200
Partially agree 58 62 170 500
Partially disagree 15 12 32 500
Completely disagree 1 1 2 700
Can not say 2 2 2 700
I usually choose the cheapest option Completely agree 12 10 27 100
Partially agree 48 48 129 900
Partially disagree 33 37 97 400
Completely disagree 5 4 10 800
Can not say 2 1 2 700
I often take advantage of discount and campaign prices in my purchases Completely agree 37 32 86 600
Partially agree 50 56 151 500
Partially disagree 9 10 27 100
Completely disagree 2 2 2 700
Can not say 1 1 2 700
In my circle of friends, I am often the first to try new things Completely agree 6 6 16 200
Partially agree 24 25 64 900
Partially disagree 38 40 110 900
Completely disagree 24 21 56 800
Can not say 9 8 21 600
In my opinion, money is for consumption and not for saving Completely agree 5 5 13 500
Partially agree 36 38 105 500
Partially disagree 45 45 121 800
Completely disagree 11 9 27 100
Can not say 4 2 5 400
I prefer local shops and services Completely agree 27 27 75 800
Partially agree 58 60 162 400
Partially disagree 11 11 27 100
Completely disagree 1 1 2 700
Can not say 2 1 2 700
I want to see advertising targeted to me based on my online behavior Completely agree 4 3 8 100
Partially agree 28 27 73 100
Partially disagree 29 33 92 000
Completely disagree 32 32 86 600
Can not say 7 5 13 500
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 21 600
Partially agree 32 35 94 700
Partially disagree 37 37 97 400
Completely disagree 20 18 51 400
Can not say 2 2 5 400
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 13 35 200
Partially agree 50 48 129 900
Partially disagree 24 28 78 500
Completely disagree 6 8 18 900
Can not say 4 3 8 100
Ecology is an important purchase reason for me Completely agree 17 12 35 200
Partially agree 51 50 138 000
Partially disagree 22 26 67 600
Completely disagree 6 9 24 400
Can not say 3 3 5 400
I prefer well-known brands Completely agree 12 14 37 900
Partially agree 58 61 165 100
Partially disagree 21 19 51 400
Completely disagree 5 4 10 800
Can not say 3 2 5 400
I prefer used products in my purchases Completely agree 14 9 21 600
Partially agree 41 39 105 500
Partially disagree 31 36 97 400
Completely disagree 12 13 37 900
Can not say 3 3 8 100
Source: NRS 2025
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 37 900
Quite positively 61 62 167 800
Quite negatively 16 14 40 600
Very negative 4 5 10 800
Can not say 6 5 13 500
Magazines Very positive 13 12 32 500
Quite positively 60 60 162 400
Quite negatively 17 18 48 700
Very negative 4 5 10 800
Can not say 6 6 13 500
Free and local newspapers Very positive 24 25 67 600
Quite positively 56 56 151 500
Quite negatively 11 11 27 100
Very negative 4 4 10 800
Can not say 6 5 13 500
Newspaper/Magazine websites or applications Very positive 7 6 18 900
Quite positively 45 45 121 800
Quite negatively 30 32 86 600
Very negative 10 10 27 100
Can not say 8 6 16 200
Social media (Facebook, Instagram etc.) Very positive 6 5 13 500
Quite positively 33 30 78 500
Quite negatively 32 34 92 000
Very negative 17 19 51 400
Can not say 12 12 35 200
Blogs Very positive 4 3 8 100
Quite positively 25 21 54 100
Quite negatively 29 31 81 200
Very negative 16 20 56 800
Can not say 26 25 73 100
Newsletters to email Very positive 2 2 5 400
Quite positively 17 16 43 300
Quite negatively 34 34 92 000
Very negative 43 45 121 800
Can not say 4 3 8 100
Other websites Very positive 3 4 10 800
Quite positively 38 38 100 100
Quite negatively 34 35 94 700
Very negative 14 14 37 900
Can not say 11 10 27 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 7 7 21 600
Quite positively 46 46 121 800
Quite negatively 29 30 81 200
Very negative 13 14 37 900
Can not say 4 3 8 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 13 500
Quite positively 35 37 100 100
Quite negatively 33 34 92 000
Very negative 20 18 51 400
Can not say 7 6 16 200
Home delivered advertisements and catalogues Very positive 19 18 54 100
Quite positively 46 46 124 500
Quite negatively 17 18 48 700
Very negative 14 14 32 500
Can not say 5 4 10 800
Out-of-home advertising Very positive 11 12 32 500
Quite positively 52 52 140 700
Quite negatively 21 21 59 500
Very negative 9 8 21 600
Can not say 8 7 18 900
Source: NRS 2025
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 17 14 37 900
Partially agree 60 64 175 900
Partially disagree 11 11 32 500
Completely disagree 3 3 8 100
Can not say 9 7 18 900
I stop and disconnect from hectic everyday life by reading magazines. Completely agree 16 14 35 200
Partially agree 57 58 156 900
Partially disagree 14 17 48 700
Completely disagree 5 4 10 800
Can not say 8 7 18 900
A professional magazine keeps me up to date on professional matters Completely agree 23 28 75 800
Partially agree 46 49 132 600
Partially disagree 12 11 29 800
Completely disagree 5 4 10 800
Can not say 15 9 24 400
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 37 102 800
Partially agree 49 48 132 600
Partially disagree 7 6 16 200
Completely disagree 2 2 2 700
Can not say 10 6 16 200
Finnish magazines offer reliable comparisons and tests Completely agree 16 21 56 800
Partially agree 51 53 143 400
Partially disagree 14 13 35 200
Completely disagree 3 3 8 100
Can not say 16 11 29 800
Finnish magazines offer reliable product recommendations Completely agree 11 12 35 200
Partially agree 52 54 146 100
Partially disagree 18 18 48 700
Completely disagree 3 2 5 400
Can not say 17 14 35 200
Finnish magazines are of high quality Completely agree 23 23 62 200
Partially agree 58 58 159 700
Partially disagree 9 10 27 100
Completely disagree 1 2 5 400
Can not say 9 7 18 900
I follow important magazines on social media Completely agree 7 7 18 900
Partially agree 25 26 67 600
Partially disagree 23 27 75 800
Completely disagree 36 33 92 000
Can not say 10 7 18 900
I read important magazines from cover to cover Completely agree 16 16 46 000
Partially agree 33 34 92 000
Partially disagree 29 31 83 900
Completely disagree 17 15 37 900
Can not say 5 4 8 100
Ads in magazines make new things familiar Completely agree 7 6 16 200
Partially agree 45 45 124 500
Partially disagree 28 31 83 900
Completely disagree 10 10 27 100
Can not say 10 8 18 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 10 11 29 800
Partially agree 35 38 105 500
Partially disagree 23 24 67 600
Completely disagree 23 20 51 400
Can not say 9 7 18 900
I have purchased products based on the ad in magazine Completely agree 9 8 24 400
Partially agree 33 33 92 000
Partially disagree 27 29 78 500
Completely disagree 24 23 59 500
Can not say 8 6 16 200
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 13 10 27 100
Partially agree 50 46 127 200
Partially disagree 19 24 64 900
Completely disagree 13 16 40 600
Can not say 5 5 10 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 9 3 8 100
Partially agree 29 22 64 900
Partially disagree 27 33 89 300
Completely disagree 29 36 92 000
Can not say 7 5 13 500
I trust product recommendations from social media influencers Completely agree 2 1 2 700
Partially agree 18 13 35 200
Partially disagree 33 33 89 300
Completely disagree 38 44 124 500
Can not say 10 8 21 600
The free customer magazine is an important customer benefit for me Completely agree 16 12 35 200
Partially agree 41 44 124 500
Partially disagree 23 25 64 900
Completely disagree 12 12 29 800
Can not say 8 6 16 200
Source: NRS 2025
Use of information sources during the purchase process All 15+ % Magazine Readers % Amount of readers
Information sources, cars and car purchase Print magazines 11 19 51 400
Newspapers 12 17 48 700
Magazine websites 7 14 35 200
Newspaper websites 8 13 35 200
Blogs 3 4 8 100
Social media 16 17 40 600
Other websites 44 57 151 500
Television 11 14 37 900
Radio 2 2 5 400
Direct mail 10 13 37 900
None of these 39 25 67 600
Information sources, consumer electronics and information technology Print magazines 13 18 51 400
Newspapers 15 20 56 800
Magazine websites 9 13 32 500
Newspaper websites 11 14 37 900
Blogs 6 5 13 500
Social media 28 25 62 200
Other websites 50 54 143 400
Television 19 22 59 500
Radio 3 4 10 800
Direct mail 35 39 108 200
None of these 16 11 29 800
Information sources, beauty care and cosmetics Print magazines 18 12 35 200
Newspapers 8 9 27 100
Magazine websites 10 6 18 900
Newspaper websites 7 7 18 900
Blogs 7 3 5 400
Social media 31 15 37 900
Other websites 17 13 35 200
Television 14 16 46 000
Radio 2 4 10 800
Direct mail 17 15 43 300
None of these 43 56 148 800
Information sources, travel Print magazines 16 16 46 000
Newspapers 15 18 51 400
Magazine websites 10 11 29 800
Newspaper websites 11 14 35 200
Blogs 12 10 21 600
Social media 38 29 70 400
Other websites 49 53 143 400
Television 17 18 51 400
Radio 3 4 8 100
Direct mail 9 11 32 500
None of these 25 23 59 500
Information sources, style and fashion Print magazines 22 18 51 400
Newspapers 11 14 40 600
Magazine websites 12 10 27 100
Newspaper websites 8 11 29 800
Blogs 9 4 10 800
Social media 37 23 56 800
Other websites 34 31 81 200
Television 18 19 54 100
Radio 2 3 8 100
Direct mail 25 25 73 100
None of these 28 35 94 700
Information sources, building and renovating Print magazines 17 21 59 500
Newspapers 13 20 56 800
Magazine websites 9 11 27 100
Newspaper websites 9 12 32 500
Blogs 7 6 16 200
Social media 26 24 59 500
Other websites 33 41 108 200
Television 18 22 59 500
Radio 2 3 8 100
Direct mail 27 32 92 000
None of these 31 22 56 800
Information sources, food, cooking and baking Print magazines 35 31 89 300
Newspapers 25 28 81 200
Magazine websites 21 20 54 100
Newspaper websites 23 26 67 600
Blogs 14 10 24 400
Social media 45 34 86 600
Other websites 32 34 89 300
Television 29 34 94 700
Radio 7 8 24 400
Direct mail 26 29 83 900
None of these 11 13 35 200
Information sources, eyeglasses, contact lenses or sunglasses Print magazines 6 6 18 900
Newspapers 10 13 37 900
Magazine websites 3 5 10 800
Newspaper websites 5 7 18 900
Blogs 1 1 2 700
Social media 12 8 21 600
Other websites 27 29 78 500
Television 12 15 43 300
Radio 2 3 8 100
Direct mail 16 18 51 400
None of these 52 47 124 500
Information sources, decorating and furniture purchases Print magazines 23 22 64 900
Newspapers 14 18 54 100
Magazine websites 11 11 29 800
Newspaper websites 9 12 32 500
Blogs 7 4 8 100
Social media 31 20 51 400
Other websites 31 32 83 900
Television 19 21 59 500
Radio 2 3 8 100
Direct mail 31 32 89 300
None of these 24 25 67 600
Information sources, saving and investing Print magazines 9 13 37 900
Newspapers 11 15 43 300
Magazine websites 6 10 24 400
Newspaper websites 11 13 35 200
Blogs 7 8 18 900
Social media 22 17 40 600
Other websites 32 39 102 800
Television 8 9 24 400
Radio 3 2 5 400
Direct mail 4 5 16 200
None of these 44 38 108 200
Information sources, health and wellbeing products / services Print magazines 13 12 35 200
Newspapers 13 15 43 300
Magazine websites 8 8 21 600
Newspaper websites 9 10 27 100
Blogs 5 3 5 400
Social media 26 16 43 300
Other websites 39 40 108 200
Television 13 13 37 900
Radio 3 4 10 800
Direct mail 15 16 46 000
None of these 36 37 97 400
Information sources, purchase of sportswear, -footwear or -equipment Print magazines 12 12 35 200
Newspapers 16 20 59 500
Magazine websites 7 8 21 600
Newspaper websites 9 12 32 500
Blogs 5 4 8 100
Social media 26 17 43 300
Other websites 42 44 116 400
Television 14 17 46 000
Radio 2 3 8 100
Direct mail 30 33 92 000
None of these 28 28 75 800
Source: NRS 2025
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 25 66 175 900
Well-being and health 50 37 105 500
Charity work 13 9 21 600
Self development 32 28 73 100
Celebrities 14 7 18 900
Fishing 16 23 62 200
Beauty care and cosmetics 16 3 10 800
Literature 27 17 48 700
Domestic and foreign news 52 55 146 100
Domestic travel 32 35 100 100
Culture 33 21 56 800
Crafts 25 13 35 200
Nature and going outdoor 52 49 132 600
Hunting 10 15 40 600
Style and fashion 20 6 16 200
Music and concerts 36 30 78 500
Going on summer cottage 29 30 78 500
Local affairs 55 57 156 900
Computer/console/mobile playing 17 17 37 900
Politics 42 46 124 500
Gardening and plants 30 19 54 100
Building and renovating 34 54 148 800
Food and drink 38 34 92 000
Cooking, baking, recipes 38 23 59 500
Investment 23 29 73 100
Decorating 28 11 29 800
Economic and finances 35 46 119 100
Science 35 43 110 900
Travelling abroad 34 31 83 900
Sports, exercising 45 50 135 300
Sailing, boating 10 18 48 700
Consumer electronics and information technology 21 35 86 600
Environmental matters 31 25 67 600
None of the above 0 0 0
Source: NRS 2025

Online & social media

Magazine website

https://www.moottori.fi

Magazine in Social Media
Some channels and Followers August 2025
Source: Aikakausmedia's social media tracking

Contact info

Media sales

Mediamyynti

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

Media-assistentti

  • Sini Mäkelä
  • 050 527 0201
  • sini.makela@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