Opettaja
Kansikuva Opettaja 2026

Opettaja

Specialist magazine for educators, which reaches all teachers from early childhood education to university

Issues per year

11 issues per year

Magazine website

www.opettaja.fi

Magazine in Social Media
Opetusalan Ammattijärjestö OAJ ry Business and professional magazines Family and upbringing
Skill Well-to-do NRS School Children Teacher Institute

Timetables

Issue Publication date Booking Date Material Date Themes and info
1 19.1.2026 22.12.2025 2.1.2026
2 16.2.2026 26.1.2026 2.2.2026
3 16.3.2026 23.2.2026 2.3.2026
4 13.4.2026 20.3.2026 26.3.2026
5 11.5.2026 20.4.2026 27.4.2026
6 - 7 8.6.2026 18.5.2026 25.5.2026
8 24.8.2026 3.8.2026 10.8.2026
9 21.9.2026 31.8.2026 7.9.2026
10 19.10.2026 28.9.2026 5.10.2026
11 16.11.2026 26.10.2026 2.11.2026
12 14.12.2026 23.11.2026 30.11.2026

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 multipage Not specified 420 x 280 mm 3 mm 7 890 €
1/1 portrait Not specified 210 x 280 mm 3 mm 4 634 €
1/2 portrait Not specified 80 x 237 mm *) 3 112 €
1/2 landscape Not specified 166 x 115 mm *) 3 112 €
1/4 square Not specified 80 x 115 mm *) 1 853 €
1/4 landscape Not specified 166 x 54 mm *) 1 853 €
*) size without marginal Prices valid until 31.12.2026
Size

210 x 280 mm

Printing method

Offset

Binding

Stitching

Printer

PunaMusta Oy

Delivery of ad material and instructions

www.astehelsinki.fi/ilmoitukset

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 280 mm

Printing method

Offset

Binding

Stiftaus

Printer

PunaMusta Oy

Delivery of ad material and instructions

www.astehelsinki.fi/ilmoitukset

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Desktop 970x120 px 684 € / Week
Desktop 300x250 px 456 € / Week
Prices valid until 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
180 700
Total reach
195 900
How many times read
1,5
Minutes of reading
42 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 180 700
Minutes of reading42 min
How many times read1,5
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 70 126 500
Men 49 30 54 200
Native language Finnish 95 96 173 500
Swedish 5 4 7 200
Age 15-24 y 13 7 12 600
25-34 y 14 11 19 900
35-44 y 14 14 25 300
45-54 y 14 20 36 100
55-64 y 15 20 36 100
65+ y 30 28 50 600
Gender + age Female 15-29 years 9 7 12 600
Female 30-49 years 14 22 39 800
Female 50+ years 28 41 74 100
Male 15-29 years 10 4 7 200
Male 30-49 years 15 9 16 300
Male 50+ years 24 17 30 700
Household position Lives at home with parents 7 4 7 200
Lives alone 29 23 41 600
Lives with spouse 36 35 63 200
Lives with spouse and children 23 33 59 600
Single parent 2 3 5 400
Other 2 2 3 600
Grandchildren under 18 years of age Yes 20 23 41 600
No 39 45 81 300
No answer (under 45 year olds) 41 32 57 800
Education Elementary school 4 1 1 800
Secondary school 6 2 3 600
Vocational 26 8 14 500
High school 13 6 10 800
University of Applied Sciences 19 16 28 900
University 30 67 121 100
Something else 2 1 1 800
Decision-maker in grocery purchases Yes 93 96 173 500
No 7 4 7 200
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 77 139 100
No 32 23 41 600
Size of the household 1 pers 28 22 39 800
2 pers 38 38 68 700
3 pers 14 16 28 900
4 pers 12 16 28 900
5+ pers 7 8 14 500
Household income (gross) Below 20 000 € /y 10 5 9 000
20 000 - 35 000 € /y 15 8 14 500
35 001 - 50 000 € /y 18 17 30 700
50 001 - 85 000 € /y 21 25 45 200
85 001 - 100 000 € /y 8 12 21 700
Over 100 000 € /y 12 16 28 900
Dont want to tell 7 9 16 300
Cant say / No answer 9 6 10 800
Family with kids Yes 33 39 70 500
No 67 61 110 200
Number of children in the household (5th grade) 1 child 13 16 28 900
2 children 12 16 28 900
3 children 5 5 9 000
4 children 1 1 1 800
5+ children 1 2 3 600
There are no children 67 61 110 200
Doesn't want to answer 0 0 0
Pets in household Cat 15 14 25 300
Dog 24 23 41 600
Some other pet 5 6 10 800
No pets 62 63 113 800
Health services used in the household Public health services 85 87 157 200
Employer - funded health care services 51 58 104 800
Private, self-funded healthcare services 39 48 86 700
Private health insurance services 27 29 52 400
No health care 1 1 1 800
Can not say 1 0 0
Housing Apartment 33 28 50 600
Row house or semi-detached house 17 16 28 900
Detached house 45 51 92 200
Farm 4 4 7 200
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 83 150 000
Rented residence 22 14 25 300
Right of residence apartment 2 2 3 600
Something else 1 0 0
Can not say 1 0 0
Cottage or holiday home in regular use Yes 41 47 84 900
No 58 52 94 000
Can not say 1 1 1 800
Number of cars in household One car 46 44 79 500
Two cars 29 32 57 800
Three or more cars 10 12 21 700
No car 15 12 21 700
Type of car, if buying now New 18 23 41 600
Used 71 69 124 700
Company car 5 4 7 200
Leasing (personal) 9 10 18 100
Shared car 2 2 3 600
Doesn't use a car 8 6 10 800
Can not say 5 5 9 000
Advertising ban at the door / mailbox Yes 29 28 50 600
No 70 71 128 300
Can not say 1 0 0
Using AdBlocker or similar application Yes 19 16 28 900
No 75 80 144 600
Can not say 5 5 9 000
Type of municipality (7 class) Greater Helsinki 20 14 25 300
Turku or Tampere 8 7 12 600
Oulu 4 6 10 800
70 000 - 150 000 inhabitants town 14 19 34 300
Urban municipality 24 29 52 400
Conurbation 17 15 27 100
Countryside 12 11 19 900
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 17 30 700
5-6 days a week 4 3 5 400
1-4 days a week 23 31 56 000
Monthly 25 26 47 000
Rarely 27 20 36 100
Never 9 3 5 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 22 39 800
5-6 days a week 5 5 9 000
1-4 days a week 18 21 37 900
Monthly 16 18 32 500
Rarely 24 23 41 600
Never 13 11 19 900
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 28 50 600
5-6 days a week 4 5 9 000
1-4 days a week 22 31 56 000
Monthly 16 14 25 300
Rarely 25 18 32 500
Never 9 4 7 200
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 66 119 300
5-6 days a week 9 7 12 600
1-4 days a week 16 14 25 300
Monthly 7 6 10 800
Rarely 8 4 7 200
Never 5 2 3 600
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 3 5 400
5-6 days a week 3 3 5 400
1-4 days a week 38 40 72 300
Monthly 20 23 41 600
Rarely 24 24 43 400
Never 10 5 9 000
Can not say 1 2 3 600
The frequency of watching: Free online TV services Daily 19 20 36 100
5-6 days a week 10 13 23 500
1-4 days a week 29 32 57 800
Monthly 20 19 34 300
Rarely 15 11 19 900
Never 6 5 9 000
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 15 27 100
5-6 days a week 10 9 16 300
1-4 days a week 22 24 43 400
Monthly 9 9 16 300
Rarely 12 13 23 500
Never 29 28 50 600
Can not say 1 2 3 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 46 83 100
5-6 days a week 10 10 18 100
1-4 days a week 19 21 37 900
Monthly 12 11 19 900
Rarely 13 9 16 300
Never 4 3 5 400
Can not say 0 1 1 800
The frequency of watching: Programs of commercial TV channels Daily 33 33 59 600
5-6 days a week 11 12 21 700
1-4 days a week 20 22 39 800
Monthly 12 12 21 700
Rarely 14 13 23 500
Never 9 8 14 500
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 27 48 800
5-6 days a week 5 6 10 800
1-4 days a week 15 17 30 700
Monthly 13 11 19 900
Rarely 27 26 47 000
Never 16 13 23 500
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 17 30 700
5-6 days a week 9 8 14 500
1-4 days a week 19 20 36 100
Monthly 14 15 27 100
Rarely 23 22 39 800
Never 17 17 30 700
Can not say 1 1 1 800
The frequency of listening: Podcasts Daily 7 7 12 600
5-6 days a week 4 4 7 200
1-4 days a week 12 11 19 900
Monthly 14 15 27 100
Rarely 26 30 54 200
Never 35 32 57 800
Can not say 2 2 3 600
User frequency and following: Social media Daily 62 63 113 800
5-6 days a week 7 8 14 500
1-4 days a week 7 7 12 600
Monthly 3 3 5 400
Rarely 6 6 10 800
Never 15 13 23 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 14 25 300
5-6 days a week 5 3 5 400
1-4 days a week 13 12 21 700
Monthly 8 9 16 300
Rarely 20 21 37 900
Never 36 39 70 500
Can not say 1 1 1 800
Reading frequency: Printed books Daily 17 25 45 200
5-6 days a week 6 8 14 500
1-4 days a week 15 18 32 500
Monthly 22 20 36 100
Rarely 34 25 45 200
Never 7 4 7 200
Can not say 0 0 0
Reading frequency: E-books Daily 3 5 9 000
5-6 days a week 2 2 3 600
1-4 days a week 4 5 9 000
Monthly 6 6 10 800
Rarely 30 30 54 200
Never 54 53 95 800
Can not say 1 1 1 800
Listening frequency: Audiobooks Daily 8 11 19 900
5-6 days a week 3 3 5 400
1-4 days a week 6 5 9 000
Monthly 8 9 16 300
Rarely 23 26 47 000
Never 52 45 81 300
Can not say 1 1 1 800
Usage/viewing frequency: YouTube Daily 22 14 25 300
5-6 days a week 9 6 10 800
1-4 days a week 20 20 36 100
Monthly 20 26 47 000
Rarely 19 24 43 400
Never 10 10 18 100
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 4 7 200
5-6 days a week 2 2 3 600
1-4 days a week 7 9 16 300
Monthly 8 11 19 900
Rarely 13 13 23 500
Never 52 51 92 200
Cant say / No answer 11 10 18 100
Usage/following: Facebook Daily 40 46 83 100
5-6 days a week 6 8 14 500
1-4 days a week 11 12 21 700
Monthly 5 4 7 200
Rarely 10 8 14 500
Never 17 14 25 300
Cant say / No answer 10 9 16 300
Usage/Following: Instagram Daily 37 40 72 300
5-6 days a week 6 6 10 800
1-4 days a week 9 9 16 300
Monthly 5 4 7 200
Rarely 8 9 16 300
Never 25 23 41 600
Cant say / No answer 10 9 16 300
Usage/following rate: Snapchat Daily 16 11 19 900
5-6 days a week 2 1 1 800
1-4 days a week 2 3 5 400
Monthly 2 2 3 600
Rarely 5 4 7 200
Never 62 70 126 500
Cant say / No answer 11 9 16 300
Usage/following: X (formerly Twitter) Daily 4 3 5 400
5-6 days a week 2 2 3 600
1-4 days a week 4 3 5 400
Monthly 3 3 5 400
Rarely 11 10 18 100
Never 66 70 126 500
Cant say / No answer 10 8 14 500
Usage/Following: TikTok Daily 13 8 14 500
5-6 days a week 2 2 3 600
1-4 days a week 4 3 5 400
Monthly 3 3 5 400
Rarely 8 6 10 800
Never 62 70 126 500
Cant say / No answer 10 9 16 300
Usage/following frequency: Jodel Daily 3 1 1 800
5-6 days a week 1 1 1 800
1-4 days a week 2 2 3 600
Monthly 3 3 5 400
Rarely 6 5 9 000
Never 71 75 135 500
Cant say / No answer 15 13 23 500
Usage/following frequency: Threads Daily 3 3 5 400
5-6 days a week 1 2 3 600
1-4 days a week 4 5 9 000
Monthly 3 3 5 400
Rarely 5 5 9 000
Never 69 69 124 700
Cant say / No answer 15 13 23 500
Usage/following frequency: Bluesky Daily 0 1 1 800
5-6 days a week 0 0 0
1-4 days a week 1 1 1 800
Monthly 1 1 1 800
Rarely 3 4 7 200
Never 80 81 146 400
Cant say / No answer 15 13 23 500
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 14 25 300
Partially agree 42 41 74 100
Partially disagree 29 31 56 000
Completely disagree 10 11 19 900
Can not say 3 3 5 400
I prefer domestic products Completely agree 33 36 65 100
Partially agree 55 57 103 000
Partially disagree 9 6 10 800
Completely disagree 1 0 0
Can not say 2 1 1 800
I consciously make responsible choices in my consumption Completely agree 21 22 39 800
Partially agree 54 59 106 600
Partially disagree 18 15 27 100
Completely disagree 4 2 3 600
Can not say 4 3 5 400
When shopping, quality is more important to me than price Completely agree 24 27 48 800
Partially agree 58 58 104 800
Partially disagree 14 13 23 500
Completely disagree 1 1 1 800
Can not say 3 1 1 800
I usually choose the cheapest option Completely agree 13 10 18 100
Partially agree 48 45 81 300
Partially disagree 32 37 66 900
Completely disagree 5 6 10 800
Can not say 2 2 3 600
I often take advantage of discount and campaign prices in my purchases Completely agree 39 41 74 100
Partially agree 49 47 84 900
Partially disagree 9 9 16 300
Completely disagree 2 1 1 800
Can not say 1 1 1 800
In my circle of friends, I am often the first to try new things Completely agree 5 5 9 000
Partially agree 23 21 37 900
Partially disagree 38 40 72 300
Completely disagree 24 24 43 400
Can not say 10 10 18 100
In my opinion, money is for consumption and not for saving Completely agree 5 5 9 000
Partially agree 37 36 65 100
Partially disagree 43 46 83 100
Completely disagree 10 11 19 900
Can not say 4 3 5 400
I prefer local shops and services Completely agree 28 29 52 400
Partially agree 58 60 108 400
Partially disagree 11 9 16 300
Completely disagree 1 1 1 800
Can not say 2 1 1 800
I want to see advertising targeted to me based on my online behavior Completely agree 4 5 9 000
Partially agree 27 24 43 400
Partially disagree 28 32 57 800
Completely disagree 33 32 57 800
Can not say 7 7 12 600
When I want a certain brand of product, the price doesn't matter Completely agree 9 7 12 600
Partially agree 32 36 65 100
Partially disagree 36 36 65 100
Completely disagree 20 17 30 700
Can not say 3 4 7 200
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 17 30 700
Partially agree 49 57 103 000
Partially disagree 23 19 34 300
Completely disagree 7 4 7 200
Can not say 5 3 5 400
Ecology is an important purchase reason for me Completely agree 18 21 37 900
Partially agree 50 57 103 000
Partially disagree 23 17 30 700
Completely disagree 6 3 5 400
Can not say 4 2 3 600
I prefer well-known brands Completely agree 13 14 25 300
Partially agree 59 61 110 200
Partially disagree 20 18 32 500
Completely disagree 5 4 7 200
Can not say 3 3 5 400
I prefer used products in my purchases Completely agree 15 17 30 700
Partially agree 39 38 68 700
Partially disagree 31 30 54 200
Completely disagree 11 13 23 500
Can not say 3 3 5 400
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 15 27 100
Quite positively 61 63 113 800
Quite negatively 16 15 27 100
Very negative 4 3 5 400
Can not say 6 5 9 000
Magazines Very positive 12 13 23 500
Quite positively 60 64 115 600
Quite negatively 18 15 27 100
Very negative 4 3 5 400
Can not say 7 5 9 000
Free and local newspapers Very positive 22 25 45 200
Quite positively 56 58 104 800
Quite negatively 11 10 18 100
Very negative 4 3 5 400
Can not say 6 5 9 000
Newspaper/Magazine websites or applications Very positive 5 6 10 800
Quite positively 43 44 79 500
Quite negatively 33 34 61 400
Very negative 11 9 16 300
Can not say 8 7 12 600
Social media (Facebook, Instagram etc.) Very positive 5 5 9 000
Quite positively 30 27 48 800
Quite negatively 35 39 70 500
Very negative 19 16 28 900
Can not say 11 12 21 700
Influencer advertising (e.g. in social media) Very positive 4 4 7 200
Quite positively 25 23 41 600
Quite negatively 35 39 70 500
Very negative 23 21 37 900
Can not say 13 13 23 500
Newsletters to email Very positive 2 2 3 600
Quite positively 16 15 27 100
Quite negatively 35 38 68 700
Very negative 45 42 75 900
Can not say 3 3 5 400
Other websites Very positive 2 3 5 400
Quite positively 32 32 57 800
Quite negatively 39 40 72 300
Very negative 15 12 21 700
Can not say 12 13 23 500
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 7 12 600
Quite positively 44 45 81 300
Quite negatively 31 31 56 000
Very negative 14 12 21 700
Can not say 4 5 9 000
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 7 200
Quite positively 33 32 57 800
Quite negatively 35 37 66 900
Very negative 21 21 37 900
Can not say 7 6 10 800
Home delivered advertisements and catalogues Very positive 14 15 27 100
Quite positively 44 47 84 900
Quite negatively 21 20 36 100
Very negative 15 13 23 500
Can not say 5 5 9 000
Out-of-home advertising Very positive 11 11 19 900
Quite positively 51 52 94 000
Quite negatively 22 22 39 800
Very negative 9 8 14 500
Can not say 8 7 12 600
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 23 41 600
Partially agree 59 62 112 000
Partially disagree 10 6 10 800
Completely disagree 3 3 5 400
Can not say 11 6 10 800
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 20 36 100
Partially agree 56 61 110 200
Partially disagree 14 10 18 100
Completely disagree 4 4 7 200
Can not say 10 6 10 800
When reading a magazine, I don't multitask Completely agree 33 35 63 200
Partially agree 39 42 75 900
Partially disagree 17 15 27 100
Completely disagree 4 3 5 400
Can not say 8 5 9 000
A professional magazine keeps me up to date on professional matters Completely agree 21 26 47 000
Partially agree 44 47 84 900
Partially disagree 11 9 16 300
Completely disagree 5 6 10 800
Can not say 18 12 21 700
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 63 200
Partially agree 47 46 83 100
Partially disagree 7 7 12 600
Completely disagree 3 3 5 400
Can not say 12 10 18 100
Finnish magazines offer reliable comparisons and tests Completely agree 16 19 34 300
Partially agree 51 48 86 700
Partially disagree 13 12 21 700
Completely disagree 3 3 5 400
Can not say 18 18 32 500
Finnish magazines offer reliable product recommendations Completely agree 10 13 23 500
Partially agree 50 50 90 400
Partially disagree 17 16 28 900
Completely disagree 3 3 5 400
Can not say 20 18 32 500
Finnish magazines are of high quality Completely agree 22 27 48 800
Partially agree 57 57 103 000
Partially disagree 9 8 14 500
Completely disagree 1 1 1 800
Can not say 10 7 12 600
Ads in magazines make new things familiar Completely agree 10 11 19 900
Partially agree 48 50 90 400
Partially disagree 22 21 37 900
Completely disagree 7 7 12 600
Can not say 13 11 19 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 21 700
Partially agree 33 34 61 400
Partially disagree 22 22 39 800
Completely disagree 22 23 41 600
Can not say 11 9 16 300
I have purchased products based on the ad in magazine Completely agree 9 10 18 100
Partially agree 31 32 57 800
Partially disagree 26 28 50 600
Completely disagree 24 21 37 900
Can not say 10 8 14 500
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 18 32 500
Partially agree 48 51 92 200
Partially disagree 20 17 30 700
Completely disagree 12 10 18 100
Can not say 7 4 7 200
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 11 19 900
Partially agree 28 32 57 800
Partially disagree 27 24 43 400
Completely disagree 28 26 47 000
Can not say 10 7 12 600
Advertising published in magazines is trustworthy Completely agree 4 5 9 000
Partially agree 36 37 66 900
Partially disagree 35 35 63 200
Completely disagree 9 7 12 600
Can not say 16 16 28 900
The free customer magazine is an important customer benefit for me Completely agree 15 16 28 900
Partially agree 39 40 72 300
Partially disagree 23 24 43 400
Completely disagree 12 12 21 700
Can not say 10 8 14 500
I follow one or more magazines on social media Completely agree 7 8 14 500
Partially agree 20 20 36 100
Partially disagree 23 24 43 400
Completely disagree 42 42 75 900
Can not say 7 6 10 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 47 84 900
Partially agree 27 29 52 400
Partially disagree 11 10 18 100
Completely disagree 14 12 21 700
Can not say 2 1 1 800
I usually read many articles at once when I visit magazine websites Completely agree 35 38 68 700
Partially agree 39 37 66 900
Partially disagree 13 14 25 300
Completely disagree 10 9 16 300
Can not say 3 2 3 600
I often end up on newspaper websites through social media or other links Completely agree 18 18 32 500
Partially agree 33 32 57 800
Partially disagree 21 24 43 400
Completely disagree 24 23 41 600
Can not say 4 2 3 600
I read newspaper websites or apps several times a day Completely agree 19 22 39 800
Partially agree 33 34 61 400
Partially disagree 25 25 45 200
Completely disagree 21 18 32 500
Can not say 3 1 1 800
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 22 39 800
Partially agree 21 21 37 900
Partially disagree 17 15 27 100
Completely disagree 37 38 68 700
Can not say 8 4 7 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 29 52 400
Partially agree 52 49 88 500
Partially disagree 12 12 21 700
Completely disagree 4 3 5 400
Can not say 8 6 10 800
I want to know if media content has been generated using AI Completely agree 75 75 135 500
Partially agree 16 17 30 700
Partially disagree 3 2 3 600
Completely disagree 2 1 1 800
Can not say 5 4 7 200
I am willing to pay for well-crafted journalistic content Completely agree 31 40 72 300
Partially agree 39 37 66 900
Partially disagree 15 13 23 500
Completely disagree 8 4 7 200
Can not say 7 5 9 000
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 59 106 600
Cosmetics and beauty care 16 23 41 600
Interior design and furniture 26 33 59 600
Renovation and building 24 27 48 800
Domestic appliances 10 11 19 900
Consumer electronics and IT equipment 13 9 16 300
Saving and investing 14 14 25 300
Style and fashion 21 27 48 800
Cars 14 10 18 100
Travelling 23 27 48 800
Sports clothing, footwear or equipment 14 15 27 100
Health and wellness products/services 19 24 43 400
None of these 16 14 25 300
Can not say 10 8 14 500
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 56 101 200
Cosmetics and beauty care 17 26 47 000
Interior design and furniture 21 26 47 000
Renovation and building 21 24 43 400
Domestic appliances 10 10 18 100
Consumer electronics and IT equipment 17 14 25 300
Saving and investing 13 14 25 300
Style and fashion 19 26 47 000
Cars 13 11 19 900
Travelling 23 26 47 000
Sports clothing, footwear or equipment 16 19 34 300
Health and wellness products/services 18 24 43 400
None of these 21 18 32 500
Can not say 12 11 19 900
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 14 25 300
Well-being and health 50 63 113 800
Charity work 14 21 37 900
Self development 32 37 66 900
Celebrities 13 16 28 900
Fishing 15 9 16 300
Beauty care and cosmetics 16 18 32 500
Literature 29 43 77 700
Domestic and foreign news 51 61 110 200
Domestic travel 33 39 70 500
Culture 34 51 92 200
Crafts 25 36 65 100
Nature and going outdoor 52 63 113 800
Hunting 9 6 10 800
Style and fashion 20 26 47 000
Music and concerts 37 46 83 100
Going on summer cottage 29 30 54 200
Local affairs 56 68 122 900
Computer/console/mobile playing 17 7 12 600
Politics 43 48 86 700
Gardening and plants 29 38 68 700
Online gambling or betting 5 3 5 400
Building and renovating 34 33 59 600
Food and drink 38 41 74 100
Cooking, baking, recipes 38 50 90 400
Investment 24 18 32 500
Decorating 28 38 68 700
Economic and finances 36 30 54 200
Science 37 43 77 700
Travelling abroad 34 39 70 500
Sports, exercising 45 46 83 100
Sailing, boating 9 9 16 300
Consumer electronics and information technology 20 11 19 900
Environmental matters 31 40 72 300
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 3 600
Buying an apartment 11 10 18 100
Home renovation 27 32 57 800
Buying a car 27 27 48 800
Buying a boat 3 4 7 200
None of these 51 47 84 900
Purchases in the last 12 months Furniture and furnishings 43 49 88 500
Repair and construction products 38 43 77 700
Domestic appliances 37 42 75 900
Electronics or IT products 49 47 84 900
Cars 19 18 32 500
Clothing and footwear 84 88 159 000
Eyeglasses, contact lenses or sunglasses 36 40 72 300
Sports clothing, footwear or equipment 57 64 115 600
Saving or investing products or services 32 37 66 900
Cosmetics and beauty products 49 66 119 300
Mobile phones 29 30 54 200
Travels 50 61 110 200
Products and services for health and well-being 61 69 124 700
None of the above 1 1 1 800
Intentions to purchase within 12 months Furniture and furnishings 29 31 56 000
Repair and construction products 33 39 70 500
Domestic appliances 17 20 36 100
Electronics or IT products 27 22 39 800
Cars 14 13 23 500
Clothing and footwear 68 74 133 700
Eyeglasses, contact lenses or sunglasses 27 34 61 400
Sports clothing, footwear or equipment 43 47 84 900
Saving or investing products or services 27 29 52 400
Cosmetics and beauty products 39 52 94 000
Mobile phones 15 18 32 500
Travels 46 51 92 200
Products and services for health and well-being 50 57 103 000
None of the above 6 4 7 200
Will consider switching over the next 12 months Bank 7 9 16 300
Insurance company 11 11 19 900
electric company 15 15 27 100
Internet Connection 10 10 18 100
Phone-subscription 17 17 30 700
None of the above 48 49 88 500
Can not say 17 16 28 900
Uses of extra money Travelling 43 49 88 500
Exercise hobbies and equipment 28 30 54 200
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 45 81 300
Eating, drinking, partying in a restaurant 38 39 70 500
Health services and one's own well-being 22 26 47 000
Renovation, decoration 23 27 48 800
Home services (cleaning and other housekeeping services) 6 10 18 100
Pet services and supplies 11 9 16 300
Car, boat, motorcycle 13 10 18 100
Entertainment electronics and information technology equipment, mobile phones 14 9 16 300
Streaming services and channel packages (music, series, films, sports) 17 16 28 900
Magazine/newspaper subscriptions (print or digital) 9 11 19 900
Books (print, e-books, audiobooks) 18 23 41 600
Clothes, shoes and bags 24 27 48 800
Cosmetics and beauty care 13 15 27 100
Saving, investing 50 54 97 600
Other 7 6 10 800
There is no extra money after mandatory expenses 8 6 10 800
Can not say 3 2 3 600
Source: NRS 2026

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

Total reach 195 900
Only print 168 400
Only print 15 700
Print and online 11 800
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 68 126 500
Men 49 32 54 200
Native language Finnish 95 96 173 500
Swedish 5 4 7 200
Age 15-24 y 13 7 12 600
25-34 y 14 12 19 900
35-44 y 14 14 25 300
45-54 y 14 19 36 100
55-64 y 15 20 36 100
65+ y 30 28 50 600
Gender + age Female 15-29 years 9 7 12 600
Female 30-49 years 14 22 39 800
Female 50+ years 28 39 74 100
Male 15-29 years 10 5 7 200
Male 30-49 years 15 9 16 300
Male 50+ years 24 18 30 700
Household position Lives at home with parents 7 5 7 200
Lives alone 29 23 41 600
Lives with spouse 36 36 63 200
Lives with spouse and children 23 32 59 600
Single parent 2 3 5 400
Other 2 2 3 600
Grandchildren under 18 years of age Yes 20 23 41 600
No 39 44 81 300
No answer (under 45 year olds) 41 33 57 800
Education Elementary school 4 1 1 800
Secondary school 6 2 3 600
Vocational 26 9 14 500
High school 13 6 10 800
University of Applied Sciences 19 16 28 900
University 30 65 121 100
Something else 2 1 1 800
Decision-maker in grocery purchases Yes 93 96 173 500
No 7 4 7 200
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 76 139 100
No 32 24 41 600
Size of the household 1 pers 28 22 39 800
2 pers 38 39 68 700
3 pers 14 15 28 900
4 pers 12 15 28 900
5+ pers 7 8 14 500
Household income (gross) Below 20 000 € /y 10 5 9 000
20 000 - 35 000 € /y 15 9 14 500
35 001 - 50 000 € /y 18 17 30 700
50 001 - 85 000 € /y 21 25 45 200
85 001 - 100 000 € /y 8 12 21 700
Over 100 000 € /y 12 16 28 900
Dont want to tell 7 9 16 300
Cant say / No answer 9 7 10 800
Family with kids Yes 33 39 70 500
No 67 61 110 200
Number of children in the household (5th grade) 1 child 13 15 28 900
2 children 12 15 28 900
3 children 5 5 9 000
4 children 1 1 1 800
5+ children 1 2 3 600
There are no children 67 61 110 200
Doesn't want to answer 0 0 0
Pets in household Cat 15 14 25 300
Dog 24 24 41 600
Some other pet 5 6 10 800
No pets 62 63 113 800
Health services used in the household Public health services 85 87 157 200
Employer - funded health care services 51 58 104 800
Private, self-funded healthcare services 39 47 86 700
Private health insurance services 27 29 52 400
No health care 1 1 1 800
Can not say 1 0 0
Housing Apartment 33 28 50 600
Row house or semi-detached house 17 15 28 900
Detached house 45 51 92 200
Farm 4 4 7 200
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 82 150 000
Rented residence 22 15 25 300
Right of residence apartment 2 2 3 600
Something else 1 0 0
Can not say 1 0 0
Cottage or holiday home in regular use Yes 41 47 84 900
No 58 52 94 000
Can not say 1 1 1 800
Number of cars in household One car 46 43 79 500
Two cars 29 33 57 800
Three or more cars 10 12 21 700
No car 15 12 21 700
Type of car, if buying now New 18 23 41 600
Used 71 68 124 700
Company car 5 4 7 200
Leasing (personal) 9 10 18 100
Shared car 2 2 3 600
Doesn't use a car 8 7 10 800
Can not say 5 5 9 000
Advertising ban at the door / mailbox Yes 29 29 50 600
No 70 71 128 300
Can not say 1 0 0
Using AdBlocker or similar application Yes 19 16 28 900
No 75 80 144 600
Can not say 5 5 9 000
Type of municipality (7 class) Greater Helsinki 20 14 25 300
Turku or Tampere 8 7 12 600
Oulu 4 6 10 800
70 000 - 150 000 inhabitants town 14 19 34 300
Urban municipality 24 29 52 400
Conurbation 17 15 27 100
Countryside 12 11 19 900
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 16 30 700
5-6 days a week 4 3 5 400
1-4 days a week 23 30 56 000
Monthly 25 26 47 000
Rarely 27 21 36 100
Never 9 3 5 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 23 39 800
5-6 days a week 5 5 9 000
1-4 days a week 18 21 37 900
Monthly 16 18 32 500
Rarely 24 23 41 600
Never 13 10 19 900
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 28 50 600
5-6 days a week 4 5 9 000
1-4 days a week 22 29 56 000
Monthly 16 14 25 300
Rarely 25 19 32 500
Never 9 4 7 200
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 66 119 300
5-6 days a week 9 7 12 600
1-4 days a week 16 14 25 300
Monthly 7 6 10 800
Rarely 8 5 7 200
Never 5 2 3 600
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 3 5 400
5-6 days a week 3 3 5 400
1-4 days a week 38 40 72 300
Monthly 20 22 41 600
Rarely 24 24 43 400
Never 10 6 9 000
Can not say 1 2 3 600
The frequency of watching: Free online TV services Daily 19 20 36 100
5-6 days a week 10 13 23 500
1-4 days a week 29 32 57 800
Monthly 20 19 34 300
Rarely 15 11 19 900
Never 6 5 9 000
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 16 27 100
5-6 days a week 10 9 16 300
1-4 days a week 22 24 43 400
Monthly 9 9 16 300
Rarely 12 13 23 500
Never 29 27 50 600
Can not say 1 2 3 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 46 83 100
5-6 days a week 10 10 18 100
1-4 days a week 19 21 37 900
Monthly 12 11 19 900
Rarely 13 9 16 300
Never 4 3 5 400
Can not say 0 1 1 800
The frequency of watching: Programs of commercial TV channels Daily 33 33 59 600
5-6 days a week 11 11 21 700
1-4 days a week 20 22 39 800
Monthly 12 12 21 700
Rarely 14 13 23 500
Never 9 8 14 500
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 27 48 800
5-6 days a week 5 6 10 800
1-4 days a week 15 16 30 700
Monthly 13 12 19 900
Rarely 27 26 47 000
Never 16 13 23 500
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 17 30 700
5-6 days a week 9 8 14 500
1-4 days a week 19 20 36 100
Monthly 14 15 27 100
Rarely 23 22 39 800
Never 17 17 30 700
Can not say 1 1 1 800
The frequency of listening: Podcasts Daily 7 7 12 600
5-6 days a week 4 4 7 200
1-4 days a week 12 11 19 900
Monthly 14 15 27 100
Rarely 26 29 54 200
Never 35 32 57 800
Can not say 2 2 3 600
User frequency and following: Social media Daily 62 63 113 800
5-6 days a week 7 8 14 500
1-4 days a week 7 7 12 600
Monthly 3 3 5 400
Rarely 6 6 10 800
Never 15 13 23 500
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 15 25 300
5-6 days a week 5 3 5 400
1-4 days a week 13 12 21 700
Monthly 8 9 16 300
Rarely 20 22 37 900
Never 36 38 70 500
Can not say 1 1 1 800
Reading frequency: Printed books Daily 17 25 45 200
5-6 days a week 6 8 14 500
1-4 days a week 15 18 32 500
Monthly 22 20 36 100
Rarely 34 25 45 200
Never 7 4 7 200
Can not say 0 0 0
Reading frequency: E-books Daily 3 4 9 000
5-6 days a week 2 2 3 600
1-4 days a week 4 5 9 000
Monthly 6 6 10 800
Rarely 30 30 54 200
Never 54 52 95 800
Can not say 1 1 1 800
Listening frequency: Audiobooks Daily 8 11 19 900
5-6 days a week 3 3 5 400
1-4 days a week 6 5 9 000
Monthly 8 9 16 300
Rarely 23 26 47 000
Never 52 45 81 300
Can not say 1 1 1 800
Usage/viewing frequency: YouTube Daily 22 15 25 300
5-6 days a week 9 6 10 800
1-4 days a week 20 20 36 100
Monthly 20 25 47 000
Rarely 19 24 43 400
Never 10 10 18 100
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 4 7 200
5-6 days a week 2 2 3 600
1-4 days a week 7 9 16 300
Monthly 8 11 19 900
Rarely 13 13 23 500
Never 52 51 92 200
Cant say / No answer 11 9 18 100
Usage/following: Facebook Daily 40 46 83 100
5-6 days a week 6 8 14 500
1-4 days a week 11 11 21 700
Monthly 5 4 7 200
Rarely 10 8 14 500
Never 17 14 25 300
Cant say / No answer 10 8 16 300
Usage/Following: Instagram Daily 37 40 72 300
5-6 days a week 6 6 10 800
1-4 days a week 9 9 16 300
Monthly 5 5 7 200
Rarely 8 9 16 300
Never 25 23 41 600
Cant say / No answer 10 9 16 300
Usage/following rate: Snapchat Daily 16 12 19 900
5-6 days a week 2 1 1 800
1-4 days a week 2 3 5 400
Monthly 2 2 3 600
Rarely 5 4 7 200
Never 62 69 126 500
Cant say / No answer 11 9 16 300
Usage/following: X (formerly Twitter) Daily 4 4 5 400
5-6 days a week 2 2 3 600
1-4 days a week 4 3 5 400
Monthly 3 3 5 400
Rarely 11 11 18 100
Never 66 69 126 500
Cant say / No answer 10 8 14 500
Usage/Following: TikTok Daily 13 8 14 500
5-6 days a week 2 2 3 600
1-4 days a week 4 3 5 400
Monthly 3 3 5 400
Rarely 8 6 10 800
Never 62 69 126 500
Cant say / No answer 10 9 16 300
Usage/following frequency: Jodel Daily 3 2 1 800
5-6 days a week 1 1 1 800
1-4 days a week 2 2 3 600
Monthly 3 3 5 400
Rarely 6 5 9 000
Never 71 75 135 500
Cant say / No answer 15 13 23 500
Usage/following frequency: Threads Daily 3 4 5 400
5-6 days a week 1 2 3 600
1-4 days a week 4 5 9 000
Monthly 3 3 5 400
Rarely 5 5 9 000
Never 69 69 124 700
Cant say / No answer 15 12 23 500
Usage/following frequency: Bluesky Daily 0 1 1 800
5-6 days a week 0 0 0
1-4 days a week 1 1 1 800
Monthly 1 1 1 800
Rarely 3 4 7 200
Never 80 81 146 400
Cant say / No answer 15 13 23 500
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 14 25 300
Partially agree 42 41 74 100
Partially disagree 29 31 56 000
Completely disagree 10 11 19 900
Can not say 3 3 5 400
I prefer domestic products Completely agree 33 36 65 100
Partially agree 55 57 103 000
Partially disagree 9 6 10 800
Completely disagree 1 0 0
Can not say 2 1 1 800
I consciously make responsible choices in my consumption Completely agree 21 22 39 800
Partially agree 54 58 106 600
Partially disagree 18 15 27 100
Completely disagree 4 2 3 600
Can not say 4 2 5 400
When shopping, quality is more important to me than price Completely agree 24 27 48 800
Partially agree 58 58 104 800
Partially disagree 14 13 23 500
Completely disagree 1 0 1 800
Can not say 3 1 1 800
I usually choose the cheapest option Completely agree 13 11 18 100
Partially agree 48 45 81 300
Partially disagree 32 37 66 900
Completely disagree 5 6 10 800
Can not say 2 2 3 600
I often take advantage of discount and campaign prices in my purchases Completely agree 39 41 74 100
Partially agree 49 47 84 900
Partially disagree 9 9 16 300
Completely disagree 2 1 1 800
Can not say 1 1 1 800
In my circle of friends, I am often the first to try new things Completely agree 5 5 9 000
Partially agree 23 22 37 900
Partially disagree 38 40 72 300
Completely disagree 24 24 43 400
Can not say 10 9 18 100
In my opinion, money is for consumption and not for saving Completely agree 5 5 9 000
Partially agree 37 36 65 100
Partially disagree 43 46 83 100
Completely disagree 10 10 19 900
Can not say 4 3 5 400
I prefer local shops and services Completely agree 28 29 52 400
Partially agree 58 61 108 400
Partially disagree 11 9 16 300
Completely disagree 1 1 1 800
Can not say 2 1 1 800
I want to see advertising targeted to me based on my online behavior Completely agree 4 5 9 000
Partially agree 27 25 43 400
Partially disagree 28 31 57 800
Completely disagree 33 31 57 800
Can not say 7 7 12 600
When I want a certain brand of product, the price doesn't matter Completely agree 9 8 12 600
Partially agree 32 36 65 100
Partially disagree 36 36 65 100
Completely disagree 20 17 30 700
Can not say 3 4 7 200
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 17 30 700
Partially agree 49 57 103 000
Partially disagree 23 19 34 300
Completely disagree 7 4 7 200
Can not say 5 3 5 400
Ecology is an important purchase reason for me Completely agree 18 21 37 900
Partially agree 50 56 103 000
Partially disagree 23 17 30 700
Completely disagree 6 4 5 400
Can not say 4 3 3 600
I prefer well-known brands Completely agree 13 15 25 300
Partially agree 59 61 110 200
Partially disagree 20 18 32 500
Completely disagree 5 4 7 200
Can not say 3 3 5 400
I prefer used products in my purchases Completely agree 15 17 30 700
Partially agree 39 38 68 700
Partially disagree 31 30 54 200
Completely disagree 11 12 23 500
Can not say 3 3 5 400
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 15 27 100
Quite positively 61 63 113 800
Quite negatively 16 15 27 100
Very negative 4 3 5 400
Can not say 6 5 9 000
Magazines Very positive 12 14 23 500
Quite positively 60 63 115 600
Quite negatively 18 15 27 100
Very negative 4 3 5 400
Can not say 7 5 9 000
Free and local newspapers Very positive 22 25 45 200
Quite positively 56 57 104 800
Quite negatively 11 10 18 100
Very negative 4 3 5 400
Can not say 6 5 9 000
Newspaper/Magazine websites or applications Very positive 5 6 10 800
Quite positively 43 44 79 500
Quite negatively 33 35 61 400
Very negative 11 9 16 300
Can not say 8 7 12 600
Social media (Facebook, Instagram etc.) Very positive 5 5 9 000
Quite positively 30 27 48 800
Quite negatively 35 39 70 500
Very negative 19 16 28 900
Can not say 11 12 21 700
Influencer advertising (e.g. in social media) Very positive 4 4 7 200
Quite positively 25 24 41 600
Quite negatively 35 39 70 500
Very negative 23 20 37 900
Can not say 13 13 23 500
Newsletters to email Very positive 2 2 3 600
Quite positively 16 15 27 100
Quite negatively 35 38 68 700
Very negative 45 42 75 900
Can not say 3 3 5 400
Other websites Very positive 2 3 5 400
Quite positively 32 32 57 800
Quite negatively 39 40 72 300
Very negative 15 11 21 700
Can not say 12 14 23 500
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 7 12 600
Quite positively 44 45 81 300
Quite negatively 31 31 56 000
Very negative 14 12 21 700
Can not say 4 5 9 000
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 5 7 200
Quite positively 33 32 57 800
Quite negatively 35 36 66 900
Very negative 21 21 37 900
Can not say 7 6 10 800
Home delivered advertisements and catalogues Very positive 14 15 27 100
Quite positively 44 47 84 900
Quite negatively 21 20 36 100
Very negative 15 13 23 500
Can not say 5 5 9 000
Out-of-home advertising Very positive 11 11 19 900
Quite positively 51 52 94 000
Quite negatively 22 22 39 800
Very negative 9 8 14 500
Can not say 8 7 12 600
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 23 41 600
Partially agree 59 62 112 000
Partially disagree 10 6 10 800
Completely disagree 3 3 5 400
Can not say 11 6 10 800
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 20 36 100
Partially agree 56 60 110 200
Partially disagree 14 10 18 100
Completely disagree 4 4 7 200
Can not say 10 6 10 800
When reading a magazine, I don't multitask Completely agree 33 35 63 200
Partially agree 39 42 75 900
Partially disagree 17 15 27 100
Completely disagree 4 2 5 400
Can not say 8 6 9 000
A professional magazine keeps me up to date on professional matters Completely agree 21 26 47 000
Partially agree 44 47 84 900
Partially disagree 11 9 16 300
Completely disagree 5 6 10 800
Can not say 18 13 21 700
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 63 200
Partially agree 47 46 83 100
Partially disagree 7 6 12 600
Completely disagree 3 3 5 400
Can not say 12 10 18 100
Finnish magazines offer reliable comparisons and tests Completely agree 16 19 34 300
Partially agree 51 48 86 700
Partially disagree 13 12 21 700
Completely disagree 3 3 5 400
Can not say 18 18 32 500
Finnish magazines offer reliable product recommendations Completely agree 10 13 23 500
Partially agree 50 50 90 400
Partially disagree 17 16 28 900
Completely disagree 3 3 5 400
Can not say 20 18 32 500
Finnish magazines are of high quality Completely agree 22 27 48 800
Partially agree 57 57 103 000
Partially disagree 9 8 14 500
Completely disagree 1 1 1 800
Can not say 10 8 12 600
Ads in magazines make new things familiar Completely agree 10 11 19 900
Partially agree 48 49 90 400
Partially disagree 22 21 37 900
Completely disagree 7 7 12 600
Can not say 13 11 19 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 21 700
Partially agree 33 34 61 400
Partially disagree 22 23 39 800
Completely disagree 22 22 41 600
Can not say 11 9 16 300
I have purchased products based on the ad in magazine Completely agree 9 10 18 100
Partially agree 31 31 57 800
Partially disagree 26 28 50 600
Completely disagree 24 22 37 900
Can not say 10 9 14 500
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 18 32 500
Partially agree 48 50 92 200
Partially disagree 20 17 30 700
Completely disagree 12 10 18 100
Can not say 7 5 7 200
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 11 19 900
Partially agree 28 32 57 800
Partially disagree 27 24 43 400
Completely disagree 28 26 47 000
Can not say 10 8 12 600
Advertising published in magazines is trustworthy Completely agree 4 5 9 000
Partially agree 36 37 66 900
Partially disagree 35 35 63 200
Completely disagree 9 7 12 600
Can not say 16 16 28 900
The free customer magazine is an important customer benefit for me Completely agree 15 16 28 900
Partially agree 39 40 72 300
Partially disagree 23 24 43 400
Completely disagree 12 12 21 700
Can not say 10 8 14 500
I follow one or more magazines on social media Completely agree 7 8 14 500
Partially agree 20 20 36 100
Partially disagree 23 24 43 400
Completely disagree 42 42 75 900
Can not say 7 6 10 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 47 84 900
Partially agree 27 29 52 400
Partially disagree 11 11 18 100
Completely disagree 14 12 21 700
Can not say 2 1 1 800
I usually read many articles at once when I visit magazine websites Completely agree 35 38 68 700
Partially agree 39 38 66 900
Partially disagree 13 14 25 300
Completely disagree 10 8 16 300
Can not say 3 2 3 600
I often end up on newspaper websites through social media or other links Completely agree 18 19 32 500
Partially agree 33 32 57 800
Partially disagree 21 24 43 400
Completely disagree 24 23 41 600
Can not say 4 3 3 600
I read newspaper websites or apps several times a day Completely agree 19 22 39 800
Partially agree 33 34 61 400
Partially disagree 25 25 45 200
Completely disagree 21 18 32 500
Can not say 3 1 1 800
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 22 39 800
Partially agree 21 21 37 900
Partially disagree 17 15 27 100
Completely disagree 37 37 68 700
Can not say 8 4 7 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 29 52 400
Partially agree 52 50 88 500
Partially disagree 12 12 21 700
Completely disagree 4 3 5 400
Can not say 8 6 10 800
I want to know if media content has been generated using AI Completely agree 75 75 135 500
Partially agree 16 17 30 700
Partially disagree 3 2 3 600
Completely disagree 2 1 1 800
Can not say 5 4 7 200
I am willing to pay for well-crafted journalistic content Completely agree 31 40 72 300
Partially agree 39 37 66 900
Partially disagree 15 13 23 500
Completely disagree 8 4 7 200
Can not say 7 6 9 000
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 59 106 600
Cosmetics and beauty care 16 22 41 600
Interior design and furniture 26 33 59 600
Renovation and building 24 26 48 800
Domestic appliances 10 10 19 900
Consumer electronics and IT equipment 13 9 16 300
Saving and investing 14 15 25 300
Style and fashion 21 26 48 800
Cars 14 10 18 100
Travelling 23 27 48 800
Sports clothing, footwear or equipment 14 15 27 100
Health and wellness products/services 19 24 43 400
None of these 16 14 25 300
Can not say 10 8 14 500
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 56 101 200
Cosmetics and beauty care 17 25 47 000
Interior design and furniture 21 26 47 000
Renovation and building 21 24 43 400
Domestic appliances 10 11 18 100
Consumer electronics and IT equipment 17 14 25 300
Saving and investing 13 14 25 300
Style and fashion 19 26 47 000
Cars 13 11 19 900
Travelling 23 26 47 000
Sports clothing, footwear or equipment 16 18 34 300
Health and wellness products/services 18 24 43 400
None of these 21 18 32 500
Can not say 12 12 19 900
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 14 25 300
Well-being and health 50 62 113 800
Charity work 14 21 37 900
Self development 32 37 66 900
Celebrities 13 16 28 900
Fishing 15 9 16 300
Beauty care and cosmetics 16 17 32 500
Literature 29 42 77 700
Domestic and foreign news 51 60 110 200
Domestic travel 33 38 70 500
Culture 34 50 92 200
Crafts 25 35 65 100
Nature and going outdoor 52 62 113 800
Hunting 9 6 10 800
Style and fashion 20 25 47 000
Music and concerts 37 46 83 100
Going on summer cottage 29 31 54 200
Local affairs 56 67 122 900
Computer/console/mobile playing 17 8 12 600
Politics 43 48 86 700
Gardening and plants 29 38 68 700
Online gambling or betting 5 3 5 400
Building and renovating 34 33 59 600
Food and drink 38 41 74 100
Cooking, baking, recipes 38 49 90 400
Investment 24 18 32 500
Decorating 28 37 68 700
Economic and finances 36 30 54 200
Science 37 43 77 700
Travelling abroad 34 39 70 500
Sports, exercising 45 45 83 100
Sailing, boating 9 9 16 300
Consumer electronics and information technology 20 12 19 900
Environmental matters 31 40 72 300
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

www.opettaja.fi

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

Contact info

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

Myyntiryhmän päällikkö

  • Riku Suuriniemi
  • riku.suuriniemi@saarsalo.fi

Myyntipäällikkö

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

Publisher

  • Opetusalan Ammattijärjestö OAJ ry

Publisher

  • Opetusalan Ammattijärjestö OAJ ry

Päätoimittaja

  • Minna Ängeslevä

Vastaava päätoimittaja

  • Hanna Ottman
 

Address

  • Kellosilta 7
  • 00520 Helsinki

Postal address

  • PL 20
  • 00521 Helsinki

Phone

  • +358 20 748 9722

Email

  • opettaja@oaj.fi