Eeva
The high-quality and respected Eeva offers interesting and topical interviews, emotional survival stories, fascinating travel articles, stories about personal homes and food articles that tickle the senses. Feminine fashion, beauty and health as well as various relationships are also part of Eeva's topics selection. The reader: Quality-conscious woman, who invests in herself and her lifestyle.
Issues per year
12 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 8.1.2025 | 4.12.2024 | Pampering trips nearby. Face masks. Joints. | |
| 2 | 5.2.2025 | 9.1.2025 | Candidate for Eeva of the Year. Care for sensitive and dry skin. Pharmacy cosmetics. | |
| 3 | 5.3.2025 | 6.2.2025 | Coats. Strong and beautiful hair. Take care of your memory. | |
| 4 | 2.4.2025 | 6.3.2025 | Best makeup of spring. Party fashion. Announcement of Eeva of the Year. Summer health. | |
| 5 | 7.5.2025 | 7.4.2025 | Best sun products. Glamorous for a beach vacation. Take care of your hearing. | |
| 6 | 4.6.2025 | 7.5.2025 | Summer dresses. Beautify your feet. Intimate health. | |
| 7 | 2.7.2025 | 4.6.2025 | Best summer thrillers. Gut health. Cottage cosmetics. | |
| 8 | 6.8.2025 | 10.7.2025 | Best outfits for autumn & trendiest eyeglasses. Self-care for the back. Best natural cosmetics. | |
| 9 | 3.9.2025 | 7.8.2025 | Nourishing and strengthening hair products. Refresh with a staycation. Essential vitamins for autumn. | |
| 10 | 1.10.2025 | 4.9.2025 | Autumn books (book fair edition). Most beautiful autumn coats. Beautify nails and hands. Breast health. | |
| 11 | 5.11.2025 | 9.10.2025 | Top cosmetics of the year. Party fashion. Good sleep. | |
| 12 | 3.12.2025 | 6.11.2025 | Lovely gift fragrances. Christmas gift books. Free yourself from stress. |
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2026 | 4.12.2025 | Eeva is renewed. Moisturizing hair treatments. Energy from vitamins. | |
| 2 | 4.2.2026 | 8.1.2026 | Eeva of the Year nominees. Tempting nearby trips. Pamper dry skin. | |
| 3 | 4.3.2026 | 5.2.2026 | Coats. Take care of your eye health. New effective skincare products. | |
| 4 | 1.4.2026 | 5.3.2026 | Announcement of Eeva of the Year. Light party fashion. Best spring makeup. | |
| 5 | 6.5.2026 | 8.4.2026 | Most beautiful beach outfits. Sun protection: products and tips. | |
| 6 | 3.6.2026 | 6.5.2026 | Summer dresses. City vacations for culture lovers. Pamper your summer skin. | |
| 7 | 1.7.2026 | 3.6.2026 | Big crime novel special. Travel cosmetics. Sexual pleasure. | |
| 8 | 5.8.2026 | 9.7.2026 | Volume for hair. Work fashion & eyeglasses. Joint health. | |
| 9 | 2.9.2026 | 6.8.2026 | Most beautiful combinations: knits and denim. Best natural cosmetics. Gut health. | |
| 10 | 30.9.2026 | 3.9.2026 | Coats. Autumn books (book fair). Lipsticks. Breast health. | |
| 11 | 4.11.2026 | 8.10.2026 | Best cosmetics of the year. Party fashion. Good sleep. | |
| 12 | 2.12.2026 | 5.11.2026 | Gift books. Fragrances. Make your travel dreams come true. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 14 700 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 16 470 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 8 550 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 9 425 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 9 425 € |
| 1/1 takakansi portrait | Back cover | 230 x 267 mm | 5 mm | 9 425 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 6 160 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 6 160 € |
| 1/3 portrait | Not specified | 77x297 mm | 5 mm | 5 155 € |
| 1/3 landscape | Not specified | 230x99 mm | 5 mm | 5 155 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 4 525 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 4 525 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 4 525 € | *) size without marginal Prices valid until 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Total ink coverage max 300%. In case the ink coverage is more, we will fix the material automatically.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 14 700 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 16 470 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 8 550 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 9 425 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 9 425 € |
| 1/1 takakansi portrait | Back cover | 230 x 267 mm | 5 mm | 9 425 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 6 160 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 6 160 € |
| 1/3 portrait | Not specified | 77x297 mm | 5 mm | 5 155 € |
| 1/3 landscape | Not specified | 230x99 mm | 5 mm | 5 155 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 4 525 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 4 525 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 4 525 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Total ink coverage max 300%. In case the ink coverage is more, we will fix the material automatically."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | Paraati + tapetti | 980x400 px | 42 € / CPM (Cost per thousand) | |
| Desktop | 980x400 px | 34 € / CPM (Cost per thousand) | ||
| Desktop | 980x400, 300x300 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | 300x600 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | 980x120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | ||
| Desktop | 300x250 px | 8 € / CPM (Cost per thousand) | ||
| Mobile | 300x300 px | 13 € / CPM (Cost per thousand) | ||
| Mobile | 300x250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | Interstitiaali | 1200x1600 px | 50 € / CPM (Cost per thousand) | |
| Desktop | 600x500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 2048x1152, 750x1334 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | 140x350 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 160x600 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 200x900 px | 11 € / CPM (Cost per thousand) | ||
| Desktop | Cross-screen taktinen | 980x120, 468x400, 300x250, 160x600 px | 11 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
|---|---|---|---|
| Desktop | Paraati + tapetti | 980x400 px | 42 € / CPM (Cost per thousand) |
| Desktop | 980x400 px | 34 € / CPM (Cost per thousand) | |
| Desktop | 980x400, 300x300 px | 23 € / CPM (Cost per thousand) | |
| Desktop | 300x600 px | 23 € / CPM (Cost per thousand) | |
| Desktop | 980x120 px | 12 € / CPM (Cost per thousand) | |
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | |
| Desktop | 300x250 px | 8 € / CPM (Cost per thousand) | |
| Mobile | 300x300 px | 13 € / CPM (Cost per thousand) | |
| Mobile | 300x250 px | 8 € / CPM (Cost per thousand) | |
| Desktop | Interstitiaali | 1200x1600 px | 50 € / CPM (Cost per thousand) |
| Desktop | 600x500 px | 12 € / CPM (Cost per thousand) | |
| Desktop | 2048x1152, 750x1334 px | 23 € / CPM (Cost per thousand) | |
| Desktop | 140x350 px | 10 € / CPM (Cost per thousand) | |
| Desktop | 160x600 px | 10 € / CPM (Cost per thousand) | |
| Desktop | 200x900 px | 11 € / CPM (Cost per thousand) | |
| Desktop | Cross-screen taktinen | 980x120, 468x400, 300x250, 160x600 px | 11 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
Readers
Readers
262 100
Total reach
453 000
How many times read
2,1
Minutes of reading
77 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 262 100
Minutes of reading77 min
How many times read2,1
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 92 | 241 100 |
| Men | 49 | 8 | 21 000 | |
| Native language | Finnish | 95 | 99 | 259 500 |
| Swedish | 5 | 1 | 2 600 | |
| Age | 15-24 y | 13 | 2 | 5 200 |
| 25-34 y | 14 | 2 | 5 200 | |
| 35-44 y | 14 | 4 | 10 500 | |
| 45-54 y | 14 | 9 | 23 600 | |
| 55-64 y | 15 | 17 | 44 600 | |
| 65+ y | 30 | 66 | 173 000 | |
| Gender + age | Female 15-29 years | 9 | 2 | 5 200 |
| Female 30-49 years | 14 | 8 | 21 000 | |
| Female 50+ years | 28 | 82 | 214 900 | |
| Male 15-29 years | 10 | 1 | 2 600 | |
| Male 30-49 years | 15 | 1 | 2 600 | |
| Male 50+ years | 24 | 7 | 18 300 | |
| Household position | Lives at home with parents | 7 | 1 | 2 600 |
| Lives alone | 29 | 39 | 102 200 | |
| Lives with spouse | 36 | 43 | 112 700 | |
| Lives with spouse and children | 24 | 12 | 31 500 | |
| Single parent | 2 | 2 | 5 200 | |
| Other | 3 | 3 | 7 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 33 | 86 500 |
| No | 39 | 59 | 154 600 | |
| No answer (under 45 year olds) | 41 | 8 | 21 000 | |
| Education | Elementary school | 4 | 6 | 15 700 |
| Secondary school | 6 | 9 | 23 600 | |
| Vocational | 27 | 26 | 68 100 | |
| High school | 13 | 9 | 23 600 | |
| University of Applied Sciences | 20 | 15 | 39 300 | |
| University | 28 | 33 | 86 500 | |
| Something else | 2 | 2 | 5 200 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 254 200 |
| No | 6 | 2 | 5 200 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 88 | 230 600 |
| No | 32 | 12 | 31 500 | |
| Size of the household | 1 pers | 28 | 39 | 102 200 |
| 2 pers | 38 | 47 | 123 200 | |
| 3 pers | 14 | 8 | 21 000 | |
| 4 pers | 12 | 4 | 10 500 | |
| 5+ pers | 7 | 2 | 5 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 21 000 |
| 20 000 - 35 000 € /y | 17 | 24 | 62 900 | |
| 35 001 - 50 000 € /y | 18 | 23 | 60 300 | |
| 50 001 - 85 000 € /y | 21 | 17 | 44 600 | |
| 85 001 - 100 000 € /y | 8 | 6 | 15 700 | |
| Over 100 000 € /y | 10 | 8 | 21 000 | |
| Dont want to tell | 5 | 8 | 21 000 | |
| Cant say / No answer | 10 | 5 | 13 100 | |
| Family with kids | Yes | 32 | 14 | 36 700 |
| No | 68 | 86 | 225 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 9 | 23 600 |
| 2 children | 13 | 4 | 10 500 | |
| 3 children | 5 | 1 | 2 600 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 86 | 225 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 12 | 31 500 |
| Dog | 26 | 19 | 49 800 | |
| Some other pet | 5 | 3 | 7 900 | |
| No pets | 61 | 69 | 180 800 | |
| Health services used in the household | Public health services | 85 | 90 | 235 900 |
| Employer - funded health care services | 50 | 28 | 73 400 | |
| Private, self-funded healthcare services | 39 | 52 | 136 300 | |
| Private health insurance services | 26 | 17 | 44 600 | |
| No health care | 1 | 1 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 35 | 91 700 |
| Row house or semi-detached house | 17 | 20 | 52 400 | |
| Detached house | 46 | 41 | 107 500 | |
| Farm | 4 | 4 | 10 500 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 84 | 220 200 |
| Rented residence | 20 | 13 | 34 100 | |
| Right of residence apartment | 2 | 2 | 5 200 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 123 200 |
| No | 58 | 52 | 136 300 | |
| Can not say | 1 | 1 | 2 600 | |
| Number of cars in household | One car | 45 | 54 | 141 500 |
| Two cars | 30 | 24 | 62 900 | |
| Three or more cars | 10 | 5 | 13 100 | |
| No car | 14 | 17 | 44 600 | |
| Type of car, if buying now | New | 21 | 26 | 68 100 |
| Used | 70 | 56 | 146 800 | |
| Company car | 5 | 2 | 5 200 | |
| Leasing (personal) | 9 | 7 | 18 300 | |
| Shared car | 3 | 3 | 7 900 | |
| Doesn't use a car | 8 | 13 | 34 100 | |
| Can not say | 5 | 7 | 18 300 | |
| Advertising ban at the door / mailbox | Yes | 27 | 21 | 55 000 |
| No | 72 | 79 | 207 100 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 6 | 15 700 |
| No | 76 | 87 | 228 000 | |
| Can not say | 5 | 7 | 18 300 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 23 | 60 300 |
| Turku or Tampere | 8 | 7 | 18 300 | |
| Oulu | 4 | 4 | 10 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 39 300 | |
| Urban municipality | 25 | 25 | 65 500 | |
| Conurbation | 16 | 14 | 36 700 | |
| Countryside | 13 | 12 | 31 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 26 | 68 100 |
| 5-6 days a week | 4 | 7 | 18 300 | |
| 1-4 days a week | 24 | 37 | 97 000 | |
| Monthly | 25 | 22 | 57 700 | |
| Rarely | 26 | 6 | 15 700 | |
| Never | 8 | 2 | 5 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 21 | 55 000 |
| 5-6 days a week | 5 | 5 | 13 100 | |
| 1-4 days a week | 20 | 20 | 52 400 | |
| Monthly | 15 | 11 | 28 800 | |
| Rarely | 23 | 22 | 57 700 | |
| Never | 13 | 20 | 52 400 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 50 | 131 000 |
| 5-6 days a week | 5 | 6 | 15 700 | |
| 1-4 days a week | 23 | 22 | 57 700 | |
| Monthly | 15 | 8 | 21 000 | |
| Rarely | 24 | 10 | 26 200 | |
| Never | 8 | 4 | 10 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 57 | 149 400 |
| 5-6 days a week | 9 | 7 | 18 300 | |
| 1-4 days a week | 17 | 13 | 34 100 | |
| Monthly | 6 | 4 | 10 500 | |
| Rarely | 8 | 8 | 21 000 | |
| Never | 5 | 10 | 26 200 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 6 | 15 700 |
| 5-6 days a week | 4 | 6 | 15 700 | |
| 1-4 days a week | 41 | 53 | 138 900 | |
| Monthly | 18 | 14 | 36 700 | |
| Rarely | 23 | 15 | 39 300 | |
| Never | 9 | 6 | 15 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 55 000 |
| 5-6 days a week | 10 | 11 | 28 800 | |
| 1-4 days a week | 30 | 27 | 70 800 | |
| Monthly | 21 | 17 | 44 600 | |
| Rarely | 15 | 14 | 36 700 | |
| Never | 6 | 11 | 28 800 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 10 | 26 200 |
| 5-6 days a week | 10 | 5 | 13 100 | |
| 1-4 days a week | 22 | 15 | 39 300 | |
| Monthly | 9 | 7 | 18 300 | |
| Rarely | 13 | 12 | 31 500 | |
| Never | 30 | 51 | 133 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 66 | 173 000 |
| 5-6 days a week | 10 | 11 | 28 800 | |
| 1-4 days a week | 19 | 12 | 31 500 | |
| Monthly | 12 | 4 | 10 500 | |
| Rarely | 12 | 5 | 13 100 | |
| Never | 3 | 1 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 47 | 123 200 |
| 5-6 days a week | 12 | 15 | 39 300 | |
| 1-4 days a week | 22 | 17 | 44 600 | |
| Monthly | 12 | 6 | 15 700 | |
| Rarely | 13 | 7 | 18 300 | |
| Never | 8 | 8 | 21 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 35 | 91 700 |
| 5-6 days a week | 6 | 6 | 15 700 | |
| 1-4 days a week | 16 | 16 | 41 900 | |
| Monthly | 13 | 10 | 26 200 | |
| Rarely | 27 | 23 | 60 300 | |
| Never | 15 | 10 | 26 200 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 13 | 34 100 |
| 5-6 days a week | 9 | 6 | 15 700 | |
| 1-4 days a week | 21 | 18 | 47 200 | |
| Monthly | 14 | 12 | 31 500 | |
| Rarely | 23 | 26 | 68 100 | |
| Never | 16 | 24 | 62 900 | |
| Can not say | 1 | 2 | 5 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 3 | 7 900 |
| 5-6 days a week | 3 | 2 | 5 200 | |
| 1-4 days a week | 11 | 6 | 15 700 | |
| Monthly | 14 | 10 | 26 200 | |
| Rarely | 27 | 27 | 70 800 | |
| Never | 36 | 48 | 125 800 | |
| Can not say | 2 | 4 | 10 500 | |
| User frequency and following: Social media | Daily | 59 | 53 | 138 900 |
| 5-6 days a week | 8 | 8 | 21 000 | |
| 1-4 days a week | 8 | 8 | 21 000 | |
| Monthly | 3 | 2 | 5 200 | |
| Rarely | 6 | 7 | 18 300 | |
| Never | 16 | 21 | 55 000 | |
| Can not say | 0 | 1 | 2 600 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 7 | 18 300 |
| 5-6 days a week | 6 | 2 | 5 200 | |
| 1-4 days a week | 13 | 7 | 18 300 | |
| Monthly | 8 | 7 | 18 300 | |
| Rarely | 20 | 20 | 52 400 | |
| Never | 38 | 56 | 146 800 | |
| Can not say | 1 | 2 | 5 200 | |
| User frequency: Instant messaging | Daily | 69 | 60 | 157 300 |
| 5-6 days a week | 11 | 14 | 36 700 | |
| 1-4 days a week | 9 | 11 | 28 800 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 2 | 2 | 5 200 | |
| Never | 6 | 8 | 21 000 | |
| Can not say | 0 | 1 | 2 600 | |
| Reading frequency: Printed books | Daily | 16 | 29 | 76 000 |
| 5-6 days a week | 6 | 8 | 21 000 | |
| 1-4 days a week | 14 | 16 | 41 900 | |
| Monthly | 22 | 19 | 49 800 | |
| Rarely | 34 | 24 | 62 900 | |
| Never | 7 | 3 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 4 | 3 | 7 900 | |
| Monthly | 7 | 5 | 13 100 | |
| Rarely | 30 | 23 | 60 300 | |
| Never | 53 | 63 | 165 100 | |
| Can not say | 1 | 1 | 2 600 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 18 300 |
| 5-6 days a week | 3 | 2 | 5 200 | |
| 1-4 days a week | 6 | 5 | 13 100 | |
| Monthly | 8 | 6 | 15 700 | |
| Rarely | 23 | 16 | 41 900 | |
| Never | 54 | 64 | 167 700 | |
| Can not say | 1 | 1 | 2 600 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 7 | 18 300 |
| 5-6 days a week | 9 | 4 | 10 500 | |
| 1-4 days a week | 23 | 18 | 47 200 | |
| Monthly | 21 | 20 | 52 400 | |
| Rarely | 17 | 27 | 70 800 | |
| Never | 10 | 23 | 60 300 | |
| Can not say | 0 | 1 | 2 600 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 5 200 |
| 5-6 days a week | 2 | 2 | 5 200 | |
| 1-4 days a week | 8 | 5 | 13 100 | |
| Monthly | 8 | 5 | 13 100 | |
| Rarely | 12 | 9 | 23 600 | |
| Never | 59 | 69 | 180 800 | |
| Cant say / No answer | 6 | 9 | 23 600 | |
| Usage/following: Facebook | Daily | 39 | 46 | 120 600 |
| 5-6 days a week | 8 | 8 | 21 000 | |
| 1-4 days a week | 11 | 7 | 18 300 | |
| Monthly | 6 | 4 | 10 500 | |
| Rarely | 9 | 6 | 15 700 | |
| Never | 22 | 22 | 57 700 | |
| Cant say / No answer | 4 | 7 | 18 300 | |
| Usage/Following: Instagram | Daily | 32 | 24 | 62 900 |
| 5-6 days a week | 7 | 5 | 13 100 | |
| 1-4 days a week | 9 | 8 | 21 000 | |
| Monthly | 5 | 4 | 10 500 | |
| Rarely | 9 | 9 | 23 600 | |
| Never | 33 | 42 | 110 100 | |
| Cant say / No answer | 5 | 7 | 18 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 3 | 7 900 |
| 5-6 days a week | 2 | 1 | 2 600 | |
| 1-4 days a week | 3 | 1 | 2 600 | |
| Monthly | 2 | 1 | 2 600 | |
| Rarely | 5 | 4 | 10 500 | |
| Never | 69 | 82 | 214 900 | |
| Cant say / No answer | 5 | 8 | 21 000 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 10 500 |
| 5-6 days a week | 2 | 1 | 2 600 | |
| 1-4 days a week | 4 | 3 | 7 900 | |
| Monthly | 5 | 2 | 5 200 | |
| Rarely | 11 | 8 | 21 000 | |
| Never | 68 | 75 | 196 600 | |
| Cant say / No answer | 5 | 7 | 18 300 | |
| Usage/Following: TikTok | Daily | 10 | 2 | 5 200 |
| 5-6 days a week | 3 | 1 | 2 600 | |
| 1-4 days a week | 4 | 2 | 5 200 | |
| Monthly | 3 | 2 | 5 200 | |
| Rarely | 8 | 10 | 26 200 | |
| Never | 68 | 76 | 199 200 | |
| Cant say / No answer | 4 | 7 | 18 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 12 | 31 500 |
| Partially agree | 43 | 41 | 107 500 | |
| Partially disagree | 30 | 31 | 81 300 | |
| Completely disagree | 10 | 12 | 31 500 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer domestic products | Completely agree | 33 | 41 | 107 500 |
| Partially agree | 55 | 53 | 138 900 | |
| Partially disagree | 9 | 6 | 15 700 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 26 | 68 100 |
| Partially agree | 54 | 57 | 149 400 | |
| Partially disagree | 18 | 13 | 34 100 | |
| Completely disagree | 4 | 2 | 5 200 | |
| Can not say | 3 | 3 | 7 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 65 500 |
| Partially agree | 58 | 62 | 162 500 | |
| Partially disagree | 15 | 11 | 28 800 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 2 | 5 200 | |
| I usually choose the cheapest option | Completely agree | 12 | 9 | 23 600 |
| Partially agree | 48 | 47 | 123 200 | |
| Partially disagree | 33 | 35 | 91 700 | |
| Completely disagree | 5 | 6 | 15 700 | |
| Can not say | 2 | 3 | 7 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 36 | 94 400 |
| Partially agree | 50 | 53 | 138 900 | |
| Partially disagree | 9 | 8 | 21 000 | |
| Completely disagree | 2 | 2 | 5 200 | |
| Can not say | 1 | 1 | 2 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 500 |
| Partially agree | 24 | 21 | 55 000 | |
| Partially disagree | 38 | 40 | 104 800 | |
| Completely disagree | 24 | 22 | 57 700 | |
| Can not say | 9 | 13 | 34 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 3 | 7 900 |
| Partially agree | 36 | 37 | 97 000 | |
| Partially disagree | 45 | 46 | 120 600 | |
| Completely disagree | 11 | 11 | 28 800 | |
| Can not say | 4 | 2 | 5 200 | |
| I prefer local shops and services | Completely agree | 27 | 37 | 97 000 |
| Partially agree | 58 | 56 | 146 800 | |
| Partially disagree | 11 | 6 | 15 700 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 1 | 2 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 5 200 |
| Partially agree | 28 | 24 | 62 900 | |
| Partially disagree | 29 | 28 | 73 400 | |
| Completely disagree | 32 | 36 | 94 400 | |
| Can not say | 7 | 10 | 26 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 23 600 |
| Partially agree | 32 | 34 | 89 100 | |
| Partially disagree | 37 | 37 | 97 000 | |
| Completely disagree | 20 | 18 | 47 200 | |
| Can not say | 2 | 3 | 7 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 21 | 55 000 |
| Partially agree | 50 | 57 | 149 400 | |
| Partially disagree | 24 | 16 | 41 900 | |
| Completely disagree | 6 | 3 | 7 900 | |
| Can not say | 4 | 3 | 7 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 57 700 |
| Partially agree | 51 | 57 | 149 400 | |
| Partially disagree | 22 | 16 | 41 900 | |
| Completely disagree | 6 | 2 | 5 200 | |
| Can not say | 3 | 3 | 7 900 | |
| I prefer well-known brands | Completely agree | 12 | 9 | 23 600 |
| Partially agree | 58 | 60 | 157 300 | |
| Partially disagree | 21 | 21 | 55 000 | |
| Completely disagree | 5 | 5 | 13 100 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 12 | 31 500 |
| Partially agree | 41 | 37 | 97 000 | |
| Partially disagree | 31 | 32 | 83 900 | |
| Completely disagree | 12 | 16 | 41 900 | |
| Can not say | 3 | 2 | 5 200 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 39 300 |
| Quite positively | 61 | 63 | 165 100 | |
| Quite negatively | 16 | 14 | 36 700 | |
| Very negative | 4 | 2 | 5 200 | |
| Can not say | 6 | 6 | 15 700 | |
| Magazines | Very positive | 13 | 16 | 41 900 |
| Quite positively | 60 | 61 | 159 900 | |
| Quite negatively | 17 | 17 | 44 600 | |
| Very negative | 4 | 2 | 5 200 | |
| Can not say | 6 | 4 | 10 500 | |
| Free and local newspapers | Very positive | 24 | 27 | 70 800 |
| Quite positively | 56 | 57 | 149 400 | |
| Quite negatively | 11 | 9 | 23 600 | |
| Very negative | 4 | 1 | 2 600 | |
| Can not say | 6 | 6 | 15 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 21 000 |
| Quite positively | 45 | 41 | 107 500 | |
| Quite negatively | 30 | 28 | 73 400 | |
| Very negative | 10 | 6 | 15 700 | |
| Can not say | 8 | 16 | 41 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 10 500 |
| Quite positively | 33 | 30 | 78 600 | |
| Quite negatively | 32 | 34 | 89 100 | |
| Very negative | 17 | 13 | 34 100 | |
| Can not say | 12 | 20 | 52 400 | |
| Blogs | Very positive | 4 | 3 | 7 900 |
| Quite positively | 25 | 17 | 44 600 | |
| Quite negatively | 29 | 26 | 68 100 | |
| Very negative | 16 | 14 | 36 700 | |
| Can not say | 26 | 41 | 107 500 | |
| Newsletters to email | Very positive | 2 | 2 | 5 200 |
| Quite positively | 17 | 17 | 44 600 | |
| Quite negatively | 34 | 37 | 97 000 | |
| Very negative | 43 | 39 | 102 200 | |
| Can not say | 4 | 5 | 13 100 | |
| Other websites | Very positive | 3 | 3 | 7 900 |
| Quite positively | 38 | 31 | 81 300 | |
| Quite negatively | 34 | 35 | 91 700 | |
| Very negative | 14 | 11 | 28 800 | |
| Can not say | 11 | 19 | 49 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 18 300 |
| Quite positively | 46 | 45 | 117 900 | |
| Quite negatively | 29 | 35 | 91 700 | |
| Very negative | 13 | 10 | 26 200 | |
| Can not say | 4 | 3 | 7 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 900 |
| Quite positively | 35 | 30 | 78 600 | |
| Quite negatively | 33 | 32 | 83 900 | |
| Very negative | 20 | 23 | 60 300 | |
| Can not say | 7 | 11 | 28 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 57 700 |
| Quite positively | 46 | 50 | 131 000 | |
| Quite negatively | 17 | 13 | 34 100 | |
| Very negative | 14 | 9 | 23 600 | |
| Can not say | 5 | 6 | 15 700 | |
| Out-of-home advertising | Very positive | 11 | 9 | 23 600 |
| Quite positively | 52 | 49 | 128 400 | |
| Quite negatively | 21 | 24 | 62 900 | |
| Very negative | 9 | 7 | 18 300 | |
| Can not say | 8 | 10 | 26 200 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 22 | 57 700 |
| Partially agree | 60 | 64 | 167 700 | |
| Partially disagree | 11 | 7 | 18 300 | |
| Completely disagree | 3 | 3 | 7 900 | |
| Can not say | 9 | 4 | 10 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 47 200 |
| Partially agree | 57 | 64 | 167 700 | |
| Partially disagree | 14 | 9 | 23 600 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 8 | 6 | 15 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 60 300 |
| Partially agree | 46 | 40 | 104 800 | |
| Partially disagree | 12 | 10 | 26 200 | |
| Completely disagree | 5 | 5 | 13 100 | |
| Can not say | 15 | 22 | 57 700 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 31 | 81 300 |
| Partially agree | 49 | 50 | 131 000 | |
| Partially disagree | 7 | 5 | 13 100 | |
| Completely disagree | 2 | 3 | 7 900 | |
| Can not say | 10 | 11 | 28 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 41 900 |
| Partially agree | 51 | 53 | 138 900 | |
| Partially disagree | 14 | 13 | 34 100 | |
| Completely disagree | 3 | 1 | 2 600 | |
| Can not say | 16 | 17 | 44 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 9 | 23 600 |
| Partially agree | 52 | 55 | 144 200 | |
| Partially disagree | 18 | 16 | 41 900 | |
| Completely disagree | 3 | 2 | 5 200 | |
| Can not say | 17 | 18 | 47 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 68 100 |
| Partially agree | 58 | 62 | 162 500 | |
| Partially disagree | 9 | 7 | 18 300 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 9 | 4 | 10 500 | |
| I follow important magazines on social media | Completely agree | 7 | 5 | 13 100 |
| Partially agree | 25 | 29 | 76 000 | |
| Partially disagree | 23 | 22 | 57 700 | |
| Completely disagree | 36 | 34 | 89 100 | |
| Can not say | 10 | 11 | 28 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 57 700 |
| Partially agree | 33 | 40 | 104 800 | |
| Partially disagree | 29 | 25 | 65 500 | |
| Completely disagree | 17 | 12 | 31 500 | |
| Can not say | 5 | 2 | 5 200 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 23 600 |
| Partially agree | 45 | 48 | 125 800 | |
| Partially disagree | 28 | 27 | 70 800 | |
| Completely disagree | 10 | 10 | 26 200 | |
| Can not say | 10 | 6 | 15 700 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 28 800 |
| Partially agree | 35 | 31 | 81 300 | |
| Partially disagree | 23 | 25 | 65 500 | |
| Completely disagree | 23 | 25 | 65 500 | |
| Can not say | 9 | 8 | 21 000 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 23 600 |
| Partially agree | 33 | 34 | 89 100 | |
| Partially disagree | 27 | 28 | 73 400 | |
| Completely disagree | 24 | 23 | 60 300 | |
| Can not say | 8 | 6 | 15 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 41 900 |
| Partially agree | 50 | 58 | 152 000 | |
| Partially disagree | 19 | 16 | 41 900 | |
| Completely disagree | 13 | 8 | 21 000 | |
| Can not say | 5 | 2 | 5 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 12 | 31 500 |
| Partially agree | 29 | 37 | 97 000 | |
| Partially disagree | 27 | 24 | 62 900 | |
| Completely disagree | 29 | 23 | 60 300 | |
| Can not say | 7 | 4 | 10 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 600 |
| Partially agree | 18 | 10 | 26 200 | |
| Partially disagree | 33 | 33 | 86 500 | |
| Completely disagree | 38 | 43 | 112 700 | |
| Can not say | 10 | 14 | 36 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 24 | 62 900 |
| Partially agree | 41 | 48 | 125 800 | |
| Partially disagree | 23 | 16 | 41 900 | |
| Completely disagree | 12 | 7 | 18 300 | |
| Can not say | 8 | 5 | 13 100 | 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 | 12 | 31 500 |
| Newspapers | 12 | 17 | 44 600 | |
| Magazine websites | 7 | 3 | 7 900 | |
| Newspaper websites | 8 | 7 | 18 300 | |
| Blogs | 3 | 0 | 0 | |
| Social media | 16 | 6 | 15 700 | |
| Other websites | 44 | 30 | 78 600 | |
| Television | 11 | 9 | 23 600 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 10 | 12 | 31 500 | |
| None of these | 39 | 51 | 133 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 19 | 49 800 |
| Newspapers | 15 | 25 | 65 500 | |
| Magazine websites | 9 | 8 | 21 000 | |
| Newspaper websites | 11 | 11 | 28 800 | |
| Blogs | 6 | 2 | 5 200 | |
| Social media | 28 | 14 | 36 700 | |
| Other websites | 50 | 37 | 97 000 | |
| Television | 19 | 19 | 49 800 | |
| Radio | 3 | 2 | 5 200 | |
| Direct mail | 35 | 46 | 120 600 | |
| None of these | 16 | 22 | 57 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 36 | 94 400 |
| Newspapers | 8 | 14 | 36 700 | |
| Magazine websites | 10 | 13 | 34 100 | |
| Newspaper websites | 7 | 8 | 21 000 | |
| Blogs | 7 | 5 | 13 100 | |
| Social media | 31 | 24 | 62 900 | |
| Other websites | 17 | 17 | 44 600 | |
| Television | 14 | 19 | 49 800 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 17 | 30 | 78 600 | |
| None of these | 43 | 32 | 83 900 | |
| Information sources, travel | Print magazines | 16 | 26 | 68 100 |
| Newspapers | 15 | 27 | 70 800 | |
| Magazine websites | 10 | 11 | 28 800 | |
| Newspaper websites | 11 | 12 | 31 500 | |
| Blogs | 12 | 7 | 18 300 | |
| Social media | 38 | 26 | 68 100 | |
| Other websites | 49 | 45 | 117 900 | |
| Television | 17 | 20 | 52 400 | |
| Radio | 3 | 2 | 5 200 | |
| Direct mail | 9 | 15 | 39 300 | |
| None of these | 25 | 23 | 60 300 | |
| Information sources, style and fashion | Print magazines | 22 | 42 | 110 100 |
| Newspapers | 11 | 18 | 47 200 | |
| Magazine websites | 12 | 15 | 39 300 | |
| Newspaper websites | 8 | 9 | 23 600 | |
| Blogs | 9 | 5 | 13 100 | |
| Social media | 37 | 27 | 70 800 | |
| Other websites | 34 | 31 | 81 300 | |
| Television | 18 | 22 | 57 700 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 25 | 39 | 102 200 | |
| None of these | 28 | 20 | 52 400 | |
| Information sources, building and renovating | Print magazines | 17 | 24 | 62 900 |
| Newspapers | 13 | 19 | 49 800 | |
| Magazine websites | 9 | 9 | 23 600 | |
| Newspaper websites | 9 | 8 | 21 000 | |
| Blogs | 7 | 5 | 13 100 | |
| Social media | 26 | 15 | 39 300 | |
| Other websites | 33 | 25 | 65 500 | |
| Television | 18 | 18 | 47 200 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 27 | 35 | 91 700 | |
| None of these | 31 | 36 | 94 400 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 55 | 144 200 |
| Newspapers | 25 | 39 | 102 200 | |
| Magazine websites | 21 | 22 | 57 700 | |
| Newspaper websites | 23 | 20 | 52 400 | |
| Blogs | 14 | 9 | 23 600 | |
| Social media | 45 | 32 | 83 900 | |
| Other websites | 32 | 25 | 65 500 | |
| Television | 29 | 34 | 89 100 | |
| Radio | 7 | 6 | 15 700 | |
| Direct mail | 26 | 37 | 97 000 | |
| None of these | 11 | 7 | 18 300 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 13 | 34 100 |
| Newspapers | 10 | 17 | 44 600 | |
| Magazine websites | 3 | 4 | 10 500 | |
| Newspaper websites | 5 | 7 | 18 300 | |
| Blogs | 1 | 1 | 2 600 | |
| Social media | 12 | 9 | 23 600 | |
| Other websites | 27 | 24 | 62 900 | |
| Television | 12 | 15 | 39 300 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 16 | 24 | 62 900 | |
| None of these | 52 | 46 | 120 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 38 | 99 600 |
| Newspapers | 14 | 21 | 55 000 | |
| Magazine websites | 11 | 11 | 28 800 | |
| Newspaper websites | 9 | 9 | 23 600 | |
| Blogs | 7 | 5 | 13 100 | |
| Social media | 31 | 21 | 55 000 | |
| Other websites | 31 | 23 | 60 300 | |
| Television | 19 | 20 | 52 400 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 31 | 43 | 112 700 | |
| None of these | 24 | 22 | 57 700 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 31 500 |
| Newspapers | 11 | 14 | 36 700 | |
| Magazine websites | 6 | 4 | 10 500 | |
| Newspaper websites | 11 | 8 | 21 000 | |
| Blogs | 7 | 3 | 7 900 | |
| Social media | 22 | 9 | 23 600 | |
| Other websites | 32 | 21 | 55 000 | |
| Television | 8 | 8 | 21 000 | |
| Radio | 3 | 2 | 5 200 | |
| Direct mail | 4 | 5 | 13 100 | |
| None of these | 44 | 56 | 146 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 24 | 62 900 |
| Newspapers | 13 | 20 | 52 400 | |
| Magazine websites | 8 | 10 | 26 200 | |
| Newspaper websites | 9 | 11 | 28 800 | |
| Blogs | 5 | 3 | 7 900 | |
| Social media | 26 | 20 | 52 400 | |
| Other websites | 39 | 36 | 94 400 | |
| Television | 13 | 15 | 39 300 | |
| Radio | 3 | 3 | 7 900 | |
| Direct mail | 15 | 24 | 62 900 | |
| None of these | 36 | 29 | 76 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 20 | 52 400 |
| Newspapers | 16 | 25 | 65 500 | |
| Magazine websites | 7 | 8 | 21 000 | |
| Newspaper websites | 9 | 10 | 26 200 | |
| Blogs | 5 | 2 | 5 200 | |
| Social media | 26 | 14 | 36 700 | |
| Other websites | 42 | 31 | 81 300 | |
| Television | 14 | 15 | 39 300 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 30 | 43 | 112 700 | |
| None of these | 28 | 28 | 73 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 7 | 18 300 |
| Well-being and health | 50 | 68 | 178 200 | |
| Charity work | 13 | 17 | 44 600 | |
| Self development | 32 | 31 | 81 300 | |
| Celebrities | 14 | 22 | 57 700 | |
| Fishing | 16 | 4 | 10 500 | |
| Beauty care and cosmetics | 16 | 25 | 65 500 | |
| Literature | 27 | 48 | 125 800 | |
| Domestic and foreign news | 52 | 57 | 149 400 | |
| Domestic travel | 32 | 35 | 91 700 | |
| Culture | 33 | 53 | 138 900 | |
| Crafts | 25 | 37 | 97 000 | |
| Nature and going outdoor | 52 | 54 | 141 500 | |
| Hunting | 10 | 2 | 5 200 | |
| Style and fashion | 20 | 37 | 97 000 | |
| Music and concerts | 36 | 43 | 112 700 | |
| Going on summer cottage | 29 | 26 | 68 100 | |
| Local affairs | 55 | 66 | 173 000 | |
| Computer/console/mobile playing | 17 | 4 | 10 500 | |
| Politics | 42 | 45 | 117 900 | |
| Gardening and plants | 30 | 47 | 123 200 | |
| Building and renovating | 34 | 26 | 68 100 | |
| Food and drink | 38 | 42 | 110 100 | |
| Cooking, baking, recipes | 38 | 52 | 136 300 | |
| Investment | 23 | 16 | 41 900 | |
| Decorating | 28 | 50 | 131 000 | |
| Economic and finances | 35 | 30 | 78 600 | |
| Science | 35 | 23 | 60 300 | |
| Travelling abroad | 34 | 36 | 94 400 | |
| Sports, exercising | 45 | 31 | 81 300 | |
| Sailing, boating | 10 | 3 | 7 900 | |
| Consumer electronics and information technology | 21 | 5 | 13 100 | |
| Environmental matters | 31 | 31 | 81 300 | |
| 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 | 1 | 2 600 |
| Buying an apartment | 11 | 7 | 18 300 | |
| Home renovation | 27 | 21 | 55 000 | |
| Buying a car | 27 | 18 | 47 200 | |
| Buying a boat | 3 | 1 | 2 600 | |
| None of these | 51 | 62 | 162 500 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 39 | 102 200 |
| Repair and construction products | 39 | 32 | 83 900 | |
| Domestic appliances | 38 | 37 | 97 000 | |
| Electronics or IT products | 49 | 33 | 86 500 | |
| Cars | 19 | 14 | 36 700 | |
| Clothing and footwear | 84 | 86 | 225 400 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 38 | 99 600 | |
| Sports clothing, footwear or equipment | 58 | 46 | 120 600 | |
| Saving or investing products or services | 29 | 25 | 65 500 | |
| Cosmetics and beauty products | 49 | 64 | 167 700 | |
| Mobile phones | 29 | 23 | 60 300 | |
| Travels | 50 | 53 | 138 900 | |
| Products and services for health and well-being | 61 | 70 | 183 500 | |
| None of the above | 1 | 1 | 2 600 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 23 | 60 300 |
| Repair and construction products | 33 | 27 | 70 800 | |
| Domestic appliances | 18 | 15 | 39 300 | |
| Electronics or IT products | 27 | 12 | 31 500 | |
| Cars | 14 | 8 | 21 000 | |
| Clothing and footwear | 67 | 71 | 186 100 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 32 | 83 900 | |
| Sports clothing, footwear or equipment | 44 | 32 | 83 900 | |
| Saving or investing products or services | 24 | 18 | 47 200 | |
| Cosmetics and beauty products | 38 | 52 | 136 300 | |
| Mobile phones | 16 | 11 | 28 800 | |
| Travels | 46 | 48 | 125 800 | |
| Products and services for health and well-being | 49 | 57 | 149 400 | |
| None of the above | 6 | 5 | 13 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 13 100 |
| Insurance company | 11 | 7 | 18 300 | |
| electric company | 17 | 13 | 34 100 | |
| Internet Connection | 10 | 6 | 15 700 | |
| Phone-subscription | 14 | 9 | 23 600 | |
| None of the above | 48 | 59 | 154 600 | |
| Can not say | 18 | 16 | 41 900 | |
| Uses of extra money | Magazines, books, movies | 16 | 20 | 52 400 |
| Eating, drinking, partying in a restaurant | 35 | 28 | 73 400 | |
| Exercise hobbies and equipment | 28 | 18 | 47 200 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 44 | 115 300 | |
| Renovation, decoration | 23 | 21 | 55 000 | |
| Health services and one's own well-being | 22 | 29 | 76 000 | |
| Travelling | 44 | 48 | 125 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 13 100 | |
| Clothes, shoes and bags | 22 | 19 | 49 800 | |
| Home services (cleaning and other housekeeping services) | 5 | 11 | 28 800 | |
| Car, boat, motorcycle | 11 | 3 | 7 900 | |
| Cosmetics and beauty care | 12 | 13 | 34 100 | |
| Saving, investing | 49 | 45 | 117 900 | |
| Other | 8 | 8 | 21 000 | |
| There is no extra money after mandatory expenses | 8 | 8 | 21 000 | |
| Can not say | 3 | 4 | 10 500 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 453 000
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 89 | 241 100 |
| Men | 49 | 11 | 21 000 | |
| Native language | Finnish | 95 | 98 | 259 500 |
| Swedish | 5 | 2 | 2 600 | |
| Age | 15-24 y | 13 | 4 | 5 200 |
| 25-34 y | 14 | 6 | 5 200 | |
| 35-44 y | 14 | 11 | 10 500 | |
| 45-54 y | 14 | 13 | 23 600 | |
| 55-64 y | 15 | 18 | 44 600 | |
| 65+ y | 30 | 47 | 173 000 | |
| Gender + age | Female 15-29 years | 9 | 5 | 5 200 |
| Female 30-49 years | 14 | 19 | 21 000 | |
| Female 50+ years | 28 | 66 | 214 900 | |
| Male 15-29 years | 10 | 1 | 2 600 | |
| Male 30-49 years | 15 | 2 | 2 600 | |
| Male 50+ years | 24 | 7 | 18 300 | |
| Household position | Lives at home with parents | 7 | 2 | 2 600 |
| Lives alone | 29 | 33 | 102 200 | |
| Lives with spouse | 36 | 39 | 112 700 | |
| Lives with spouse and children | 24 | 20 | 31 500 | |
| Single parent | 2 | 3 | 5 200 | |
| Other | 3 | 2 | 7 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 86 500 |
| No | 39 | 53 | 154 600 | |
| No answer (under 45 year olds) | 41 | 21 | 21 000 | |
| Education | Elementary school | 4 | 4 | 15 700 |
| Secondary school | 6 | 7 | 23 600 | |
| Vocational | 27 | 23 | 68 100 | |
| High school | 13 | 11 | 23 600 | |
| University of Applied Sciences | 20 | 19 | 39 300 | |
| University | 28 | 33 | 86 500 | |
| Something else | 2 | 3 | 5 200 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 254 200 |
| No | 6 | 3 | 5 200 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 82 | 230 600 |
| No | 32 | 18 | 31 500 | |
| Size of the household | 1 pers | 28 | 33 | 102 200 |
| 2 pers | 38 | 42 | 123 200 | |
| 3 pers | 14 | 12 | 21 000 | |
| 4 pers | 12 | 8 | 10 500 | |
| 5+ pers | 7 | 5 | 5 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 21 000 |
| 20 000 - 35 000 € /y | 17 | 20 | 62 900 | |
| 35 001 - 50 000 € /y | 18 | 21 | 60 300 | |
| 50 001 - 85 000 € /y | 21 | 19 | 44 600 | |
| 85 001 - 100 000 € /y | 8 | 8 | 15 700 | |
| Over 100 000 € /y | 10 | 10 | 21 000 | |
| Dont want to tell | 5 | 7 | 21 000 | |
| Cant say / No answer | 10 | 7 | 13 100 | |
| Family with kids | Yes | 32 | 26 | 36 700 |
| No | 68 | 74 | 225 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 23 600 |
| 2 children | 13 | 9 | 10 500 | |
| 3 children | 5 | 3 | 2 600 | |
| 4 children | 1 | 1 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 74 | 225 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 14 | 31 500 |
| Dog | 26 | 24 | 49 800 | |
| Some other pet | 5 | 5 | 7 900 | |
| No pets | 61 | 63 | 180 800 | |
| Health services used in the household | Public health services | 85 | 89 | 235 900 |
| Employer - funded health care services | 50 | 40 | 73 400 | |
| Private, self-funded healthcare services | 39 | 48 | 136 300 | |
| Private health insurance services | 26 | 24 | 44 600 | |
| No health care | 1 | 1 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 32 | 91 700 |
| Row house or semi-detached house | 17 | 19 | 52 400 | |
| Detached house | 46 | 44 | 107 500 | |
| Farm | 4 | 4 | 10 500 | |
| Something else | 1 | 0 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 82 | 220 200 |
| Rented residence | 20 | 15 | 34 100 | |
| Right of residence apartment | 2 | 2 | 5 200 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 123 200 |
| No | 58 | 54 | 136 300 | |
| Can not say | 1 | 1 | 2 600 | |
| Number of cars in household | One car | 45 | 50 | 141 500 |
| Two cars | 30 | 28 | 62 900 | |
| Three or more cars | 10 | 7 | 13 100 | |
| No car | 14 | 15 | 44 600 | |
| Type of car, if buying now | New | 21 | 22 | 68 100 |
| Used | 70 | 63 | 146 800 | |
| Company car | 5 | 3 | 5 200 | |
| Leasing (personal) | 9 | 9 | 18 300 | |
| Shared car | 3 | 3 | 7 900 | |
| Doesn't use a car | 8 | 11 | 34 100 | |
| Can not say | 5 | 6 | 18 300 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 55 000 |
| No | 72 | 77 | 207 100 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 9 | 15 700 |
| No | 76 | 84 | 228 000 | |
| Can not say | 5 | 7 | 18 300 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 24 | 60 300 |
| Turku or Tampere | 8 | 8 | 18 300 | |
| Oulu | 4 | 4 | 10 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 39 300 | |
| Urban municipality | 25 | 24 | 65 500 | |
| Conurbation | 16 | 15 | 36 700 | |
| Countryside | 13 | 11 | 31 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 19 | 68 100 |
| 5-6 days a week | 4 | 5 | 18 300 | |
| 1-4 days a week | 24 | 33 | 97 000 | |
| Monthly | 25 | 25 | 57 700 | |
| Rarely | 26 | 15 | 15 700 | |
| Never | 8 | 2 | 5 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 55 000 |
| 5-6 days a week | 5 | 7 | 13 100 | |
| 1-4 days a week | 20 | 27 | 52 400 | |
| Monthly | 15 | 12 | 28 800 | |
| Rarely | 23 | 15 | 57 700 | |
| Never | 13 | 12 | 52 400 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 37 | 131 000 |
| 5-6 days a week | 5 | 6 | 15 700 | |
| 1-4 days a week | 23 | 23 | 57 700 | |
| Monthly | 15 | 12 | 21 000 | |
| Rarely | 24 | 18 | 26 200 | |
| Never | 8 | 4 | 10 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 63 | 149 400 |
| 5-6 days a week | 9 | 9 | 18 300 | |
| 1-4 days a week | 17 | 13 | 34 100 | |
| Monthly | 6 | 3 | 10 500 | |
| Rarely | 8 | 6 | 21 000 | |
| Never | 5 | 6 | 26 200 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 15 700 |
| 5-6 days a week | 4 | 6 | 15 700 | |
| 1-4 days a week | 41 | 49 | 138 900 | |
| Monthly | 18 | 17 | 36 700 | |
| Rarely | 23 | 18 | 39 300 | |
| Never | 9 | 6 | 15 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 55 000 |
| 5-6 days a week | 10 | 11 | 28 800 | |
| 1-4 days a week | 30 | 29 | 70 800 | |
| Monthly | 21 | 18 | 44 600 | |
| Rarely | 15 | 13 | 36 700 | |
| Never | 6 | 8 | 28 800 | |
| Can not say | 1 | 0 | 2 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 12 | 26 200 |
| 5-6 days a week | 10 | 8 | 13 100 | |
| 1-4 days a week | 22 | 18 | 39 300 | |
| Monthly | 9 | 9 | 18 300 | |
| Rarely | 13 | 12 | 31 500 | |
| Never | 30 | 41 | 133 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 56 | 173 000 |
| 5-6 days a week | 10 | 12 | 28 800 | |
| 1-4 days a week | 19 | 16 | 31 500 | |
| Monthly | 12 | 8 | 10 500 | |
| Rarely | 12 | 6 | 13 100 | |
| Never | 3 | 2 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 123 200 |
| 5-6 days a week | 12 | 14 | 39 300 | |
| 1-4 days a week | 22 | 20 | 44 600 | |
| Monthly | 12 | 9 | 15 700 | |
| Rarely | 13 | 9 | 18 300 | |
| Never | 8 | 8 | 21 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 28 | 91 700 |
| 5-6 days a week | 6 | 6 | 15 700 | |
| 1-4 days a week | 16 | 17 | 41 900 | |
| Monthly | 13 | 12 | 26 200 | |
| Rarely | 27 | 25 | 60 300 | |
| Never | 15 | 12 | 26 200 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 13 | 34 100 |
| 5-6 days a week | 9 | 8 | 15 700 | |
| 1-4 days a week | 21 | 19 | 47 200 | |
| Monthly | 14 | 12 | 31 500 | |
| Rarely | 23 | 25 | 68 100 | |
| Never | 16 | 20 | 62 900 | |
| Can not say | 1 | 1 | 5 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 7 900 |
| 5-6 days a week | 3 | 3 | 5 200 | |
| 1-4 days a week | 11 | 8 | 15 700 | |
| Monthly | 14 | 13 | 26 200 | |
| Rarely | 27 | 27 | 70 800 | |
| Never | 36 | 42 | 125 800 | |
| Can not say | 2 | 3 | 10 500 | |
| User frequency and following: Social media | Daily | 59 | 60 | 138 900 |
| 5-6 days a week | 8 | 7 | 21 000 | |
| 1-4 days a week | 8 | 8 | 21 000 | |
| Monthly | 3 | 2 | 5 200 | |
| Rarely | 6 | 5 | 18 300 | |
| Never | 16 | 17 | 55 000 | |
| Can not say | 0 | 1 | 2 600 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 18 300 |
| 5-6 days a week | 6 | 3 | 5 200 | |
| 1-4 days a week | 13 | 10 | 18 300 | |
| Monthly | 8 | 9 | 18 300 | |
| Rarely | 20 | 21 | 52 400 | |
| Never | 38 | 46 | 146 800 | |
| Can not say | 1 | 1 | 5 200 | |
| User frequency: Instant messaging | Daily | 69 | 68 | 157 300 |
| 5-6 days a week | 11 | 12 | 36 700 | |
| 1-4 days a week | 9 | 9 | 28 800 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 2 | 2 | 5 200 | |
| Never | 6 | 6 | 21 000 | |
| Can not say | 0 | 1 | 2 600 | |
| Reading frequency: Printed books | Daily | 16 | 25 | 76 000 |
| 5-6 days a week | 6 | 8 | 21 000 | |
| 1-4 days a week | 14 | 17 | 41 900 | |
| Monthly | 22 | 19 | 49 800 | |
| Rarely | 34 | 27 | 62 900 | |
| Never | 7 | 4 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 4 | 4 | 7 900 | |
| Monthly | 7 | 6 | 13 100 | |
| Rarely | 30 | 27 | 60 300 | |
| Never | 53 | 57 | 165 100 | |
| Can not say | 1 | 1 | 2 600 | |
| Listening frequency: Audiobooks | Daily | 6 | 9 | 18 300 |
| 5-6 days a week | 3 | 3 | 5 200 | |
| 1-4 days a week | 6 | 5 | 13 100 | |
| Monthly | 8 | 7 | 15 700 | |
| Rarely | 23 | 19 | 41 900 | |
| Never | 54 | 57 | 167 700 | |
| Can not say | 1 | 1 | 2 600 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 9 | 18 300 |
| 5-6 days a week | 9 | 6 | 10 500 | |
| 1-4 days a week | 23 | 21 | 47 200 | |
| Monthly | 21 | 23 | 52 400 | |
| Rarely | 17 | 25 | 70 800 | |
| Never | 10 | 16 | 60 300 | |
| Can not say | 0 | 0 | 2 600 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 5 200 |
| 5-6 days a week | 2 | 2 | 5 200 | |
| 1-4 days a week | 8 | 7 | 13 100 | |
| Monthly | 8 | 8 | 13 100 | |
| Rarely | 12 | 10 | 23 600 | |
| Never | 59 | 64 | 180 800 | |
| Cant say / No answer | 6 | 6 | 23 600 | |
| Usage/following: Facebook | Daily | 39 | 49 | 120 600 |
| 5-6 days a week | 8 | 8 | 21 000 | |
| 1-4 days a week | 11 | 9 | 18 300 | |
| Monthly | 6 | 5 | 10 500 | |
| Rarely | 9 | 6 | 15 700 | |
| Never | 22 | 19 | 57 700 | |
| Cant say / No answer | 4 | 5 | 18 300 | |
| Usage/Following: Instagram | Daily | 32 | 32 | 62 900 |
| 5-6 days a week | 7 | 6 | 13 100 | |
| 1-4 days a week | 9 | 9 | 21 000 | |
| Monthly | 5 | 4 | 10 500 | |
| Rarely | 9 | 9 | 23 600 | |
| Never | 33 | 35 | 110 100 | |
| Cant say / No answer | 5 | 5 | 18 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 6 | 7 900 |
| 5-6 days a week | 2 | 1 | 2 600 | |
| 1-4 days a week | 3 | 2 | 2 600 | |
| Monthly | 2 | 2 | 2 600 | |
| Rarely | 5 | 6 | 10 500 | |
| Never | 69 | 78 | 214 900 | |
| Cant say / No answer | 5 | 5 | 21 000 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 10 500 |
| 5-6 days a week | 2 | 1 | 2 600 | |
| 1-4 days a week | 4 | 3 | 7 900 | |
| Monthly | 5 | 3 | 5 200 | |
| Rarely | 11 | 9 | 21 000 | |
| Never | 68 | 74 | 196 600 | |
| Cant say / No answer | 5 | 5 | 18 300 | |
| Usage/Following: TikTok | Daily | 10 | 4 | 5 200 |
| 5-6 days a week | 3 | 2 | 2 600 | |
| 1-4 days a week | 4 | 4 | 5 200 | |
| Monthly | 3 | 2 | 5 200 | |
| Rarely | 8 | 10 | 26 200 | |
| Never | 68 | 73 | 199 200 | |
| Cant say / No answer | 4 | 5 | 18 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 31 500 |
| Partially agree | 43 | 44 | 107 500 | |
| Partially disagree | 30 | 30 | 81 300 | |
| Completely disagree | 10 | 10 | 31 500 | |
| Can not say | 3 | 3 | 10 500 | |
| I prefer domestic products | Completely agree | 33 | 38 | 107 500 |
| Partially agree | 55 | 54 | 138 900 | |
| Partially disagree | 9 | 7 | 15 700 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 25 | 68 100 |
| Partially agree | 54 | 56 | 149 400 | |
| Partially disagree | 18 | 14 | 34 100 | |
| Completely disagree | 4 | 2 | 5 200 | |
| Can not say | 3 | 3 | 7 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 65 500 |
| Partially agree | 58 | 61 | 162 500 | |
| Partially disagree | 15 | 14 | 28 800 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 2 | 5 200 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 23 600 |
| Partially agree | 48 | 48 | 123 200 | |
| Partially disagree | 33 | 35 | 91 700 | |
| Completely disagree | 5 | 6 | 15 700 | |
| Can not say | 2 | 2 | 7 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 94 400 |
| Partially agree | 50 | 51 | 138 900 | |
| Partially disagree | 9 | 8 | 21 000 | |
| Completely disagree | 2 | 2 | 5 200 | |
| Can not say | 1 | 1 | 2 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 500 |
| Partially agree | 24 | 21 | 55 000 | |
| Partially disagree | 38 | 41 | 104 800 | |
| Completely disagree | 24 | 23 | 57 700 | |
| Can not say | 9 | 11 | 34 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 900 |
| Partially agree | 36 | 37 | 97 000 | |
| Partially disagree | 45 | 46 | 120 600 | |
| Completely disagree | 11 | 11 | 28 800 | |
| Can not say | 4 | 3 | 5 200 | |
| I prefer local shops and services | Completely agree | 27 | 33 | 97 000 |
| Partially agree | 58 | 57 | 146 800 | |
| Partially disagree | 11 | 8 | 15 700 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 1 | 2 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 5 200 |
| Partially agree | 28 | 27 | 62 900 | |
| Partially disagree | 29 | 29 | 73 400 | |
| Completely disagree | 32 | 32 | 94 400 | |
| Can not say | 7 | 8 | 26 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 23 600 |
| Partially agree | 32 | 33 | 89 100 | |
| Partially disagree | 37 | 37 | 97 000 | |
| Completely disagree | 20 | 19 | 47 200 | |
| Can not say | 2 | 2 | 7 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 20 | 55 000 |
| Partially agree | 50 | 54 | 149 400 | |
| Partially disagree | 24 | 20 | 41 900 | |
| Completely disagree | 6 | 3 | 7 900 | |
| Can not say | 4 | 3 | 7 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 57 700 |
| Partially agree | 51 | 56 | 149 400 | |
| Partially disagree | 22 | 17 | 41 900 | |
| Completely disagree | 6 | 3 | 5 200 | |
| Can not say | 3 | 3 | 7 900 | |
| I prefer well-known brands | Completely agree | 12 | 10 | 23 600 |
| Partially agree | 58 | 58 | 157 300 | |
| Partially disagree | 21 | 22 | 55 000 | |
| Completely disagree | 5 | 5 | 13 100 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 15 | 31 500 |
| Partially agree | 41 | 39 | 97 000 | |
| Partially disagree | 31 | 31 | 83 900 | |
| Completely disagree | 12 | 13 | 41 900 | |
| Can not say | 3 | 2 | 5 200 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 39 300 |
| Quite positively | 61 | 63 | 165 100 | |
| Quite negatively | 16 | 14 | 36 700 | |
| Very negative | 4 | 2 | 5 200 | |
| Can not say | 6 | 6 | 15 700 | |
| Magazines | Very positive | 13 | 15 | 41 900 |
| Quite positively | 60 | 62 | 159 900 | |
| Quite negatively | 17 | 16 | 44 600 | |
| Very negative | 4 | 2 | 5 200 | |
| Can not say | 6 | 5 | 10 500 | |
| Free and local newspapers | Very positive | 24 | 26 | 70 800 |
| Quite positively | 56 | 58 | 149 400 | |
| Quite negatively | 11 | 9 | 23 600 | |
| Very negative | 4 | 1 | 2 600 | |
| Can not say | 6 | 5 | 15 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 21 000 |
| Quite positively | 45 | 45 | 107 500 | |
| Quite negatively | 30 | 29 | 73 400 | |
| Very negative | 10 | 7 | 15 700 | |
| Can not say | 8 | 12 | 41 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 10 500 |
| Quite positively | 33 | 34 | 78 600 | |
| Quite negatively | 32 | 34 | 89 100 | |
| Very negative | 17 | 12 | 34 100 | |
| Can not say | 12 | 15 | 52 400 | |
| Blogs | Very positive | 4 | 3 | 7 900 |
| Quite positively | 25 | 22 | 44 600 | |
| Quite negatively | 29 | 28 | 68 100 | |
| Very negative | 16 | 13 | 36 700 | |
| Can not say | 26 | 34 | 107 500 | |
| Newsletters to email | Very positive | 2 | 2 | 5 200 |
| Quite positively | 17 | 18 | 44 600 | |
| Quite negatively | 34 | 38 | 97 000 | |
| Very negative | 43 | 38 | 102 200 | |
| Can not say | 4 | 4 | 13 100 | |
| Other websites | Very positive | 3 | 3 | 7 900 |
| Quite positively | 38 | 36 | 81 300 | |
| Quite negatively | 34 | 35 | 91 700 | |
| Very negative | 14 | 11 | 28 800 | |
| Can not say | 11 | 16 | 49 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 18 300 |
| Quite positively | 46 | 47 | 117 900 | |
| Quite negatively | 29 | 32 | 91 700 | |
| Very negative | 13 | 11 | 26 200 | |
| Can not say | 4 | 4 | 7 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 7 900 |
| Quite positively | 35 | 32 | 78 600 | |
| Quite negatively | 33 | 34 | 83 900 | |
| Very negative | 20 | 20 | 60 300 | |
| Can not say | 7 | 10 | 28 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 57 700 |
| Quite positively | 46 | 49 | 131 000 | |
| Quite negatively | 17 | 14 | 34 100 | |
| Very negative | 14 | 9 | 23 600 | |
| Can not say | 5 | 5 | 15 700 | |
| Out-of-home advertising | Very positive | 11 | 10 | 23 600 |
| Quite positively | 52 | 52 | 128 400 | |
| Quite negatively | 21 | 22 | 62 900 | |
| Very negative | 9 | 7 | 18 300 | |
| Can not say | 8 | 9 | 26 200 | 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 | 23 | 57 700 |
| Partially agree | 60 | 64 | 167 700 | |
| Partially disagree | 11 | 7 | 18 300 | |
| Completely disagree | 3 | 2 | 7 900 | |
| Can not say | 9 | 5 | 10 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 19 | 47 200 |
| Partially agree | 57 | 63 | 167 700 | |
| Partially disagree | 14 | 9 | 23 600 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 8 | 5 | 15 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 60 300 |
| Partially agree | 46 | 43 | 104 800 | |
| Partially disagree | 12 | 10 | 26 200 | |
| Completely disagree | 5 | 4 | 13 100 | |
| Can not say | 15 | 18 | 57 700 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 81 300 |
| Partially agree | 49 | 50 | 131 000 | |
| Partially disagree | 7 | 5 | 13 100 | |
| Completely disagree | 2 | 2 | 7 900 | |
| Can not say | 10 | 10 | 28 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 41 900 |
| Partially agree | 51 | 53 | 138 900 | |
| Partially disagree | 14 | 12 | 34 100 | |
| Completely disagree | 3 | 1 | 2 600 | |
| Can not say | 16 | 18 | 44 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 10 | 23 600 |
| Partially agree | 52 | 56 | 144 200 | |
| Partially disagree | 18 | 16 | 41 900 | |
| Completely disagree | 3 | 2 | 5 200 | |
| Can not say | 17 | 17 | 47 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 68 100 |
| Partially agree | 58 | 61 | 162 500 | |
| Partially disagree | 9 | 7 | 18 300 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 9 | 5 | 10 500 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 13 100 |
| Partially agree | 25 | 29 | 76 000 | |
| Partially disagree | 23 | 22 | 57 700 | |
| Completely disagree | 36 | 33 | 89 100 | |
| Can not say | 10 | 9 | 28 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 57 700 |
| Partially agree | 33 | 38 | 104 800 | |
| Partially disagree | 29 | 26 | 65 500 | |
| Completely disagree | 17 | 13 | 31 500 | |
| Can not say | 5 | 2 | 5 200 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 23 600 |
| Partially agree | 45 | 47 | 125 800 | |
| Partially disagree | 28 | 28 | 70 800 | |
| Completely disagree | 10 | 9 | 26 200 | |
| Can not say | 10 | 7 | 15 700 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 28 800 |
| Partially agree | 35 | 33 | 81 300 | |
| Partially disagree | 23 | 25 | 65 500 | |
| Completely disagree | 23 | 23 | 65 500 | |
| Can not say | 9 | 7 | 21 000 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 23 600 |
| Partially agree | 33 | 36 | 89 100 | |
| Partially disagree | 27 | 27 | 73 400 | |
| Completely disagree | 24 | 22 | 60 300 | |
| Can not say | 8 | 6 | 15 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 18 | 41 900 |
| Partially agree | 50 | 56 | 152 000 | |
| Partially disagree | 19 | 15 | 41 900 | |
| Completely disagree | 13 | 9 | 21 000 | |
| Can not say | 5 | 2 | 5 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 31 500 |
| Partially agree | 29 | 36 | 97 000 | |
| Partially disagree | 27 | 24 | 62 900 | |
| Completely disagree | 29 | 22 | 60 300 | |
| Can not say | 7 | 4 | 10 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 600 |
| Partially agree | 18 | 14 | 26 200 | |
| Partially disagree | 33 | 35 | 86 500 | |
| Completely disagree | 38 | 39 | 112 700 | |
| Can not say | 10 | 12 | 36 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 22 | 62 900 |
| Partially agree | 41 | 46 | 125 800 | |
| Partially disagree | 23 | 19 | 41 900 | |
| Completely disagree | 12 | 7 | 18 300 | |
| Can not say | 8 | 5 | 13 100 | 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 | 10 | 31 500 |
| Newspapers | 12 | 14 | 44 600 | |
| Magazine websites | 7 | 4 | 7 900 | |
| Newspaper websites | 8 | 7 | 18 300 | |
| Blogs | 3 | 1 | 0 | |
| Social media | 16 | 9 | 15 700 | |
| Other websites | 44 | 36 | 78 600 | |
| Television | 11 | 9 | 23 600 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 10 | 11 | 31 500 | |
| None of these | 39 | 47 | 133 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 49 800 |
| Newspapers | 15 | 21 | 65 500 | |
| Magazine websites | 9 | 9 | 21 000 | |
| Newspaper websites | 11 | 12 | 28 800 | |
| Blogs | 6 | 4 | 5 200 | |
| Social media | 28 | 21 | 36 700 | |
| Other websites | 50 | 44 | 97 000 | |
| Television | 19 | 18 | 49 800 | |
| Radio | 3 | 2 | 5 200 | |
| Direct mail | 35 | 43 | 120 600 | |
| None of these | 16 | 19 | 57 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 31 | 94 400 |
| Newspapers | 8 | 12 | 36 700 | |
| Magazine websites | 10 | 16 | 34 100 | |
| Newspaper websites | 7 | 9 | 21 000 | |
| Blogs | 7 | 8 | 13 100 | |
| Social media | 31 | 34 | 62 900 | |
| Other websites | 17 | 21 | 44 600 | |
| Television | 14 | 18 | 49 800 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 17 | 27 | 78 600 | |
| None of these | 43 | 30 | 83 900 | |
| Information sources, travel | Print magazines | 16 | 23 | 68 100 |
| Newspapers | 15 | 21 | 70 800 | |
| Magazine websites | 10 | 12 | 28 800 | |
| Newspaper websites | 11 | 13 | 31 500 | |
| Blogs | 12 | 11 | 18 300 | |
| Social media | 38 | 35 | 68 100 | |
| Other websites | 49 | 50 | 117 900 | |
| Television | 17 | 18 | 52 400 | |
| Radio | 3 | 3 | 5 200 | |
| Direct mail | 9 | 12 | 39 300 | |
| None of these | 25 | 21 | 60 300 | |
| Information sources, style and fashion | Print magazines | 22 | 37 | 110 100 |
| Newspapers | 11 | 15 | 47 200 | |
| Magazine websites | 12 | 18 | 39 300 | |
| Newspaper websites | 8 | 10 | 23 600 | |
| Blogs | 9 | 9 | 13 100 | |
| Social media | 37 | 37 | 70 800 | |
| Other websites | 34 | 37 | 81 300 | |
| Television | 18 | 22 | 57 700 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 25 | 35 | 102 200 | |
| None of these | 28 | 18 | 52 400 | |
| Information sources, building and renovating | Print magazines | 17 | 23 | 62 900 |
| Newspapers | 13 | 16 | 49 800 | |
| Magazine websites | 9 | 11 | 23 600 | |
| Newspaper websites | 9 | 9 | 21 000 | |
| Blogs | 7 | 8 | 13 100 | |
| Social media | 26 | 24 | 39 300 | |
| Other websites | 33 | 30 | 65 500 | |
| Television | 18 | 19 | 47 200 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 27 | 33 | 91 700 | |
| None of these | 31 | 32 | 94 400 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 50 | 144 200 |
| Newspapers | 25 | 33 | 102 200 | |
| Magazine websites | 21 | 27 | 57 700 | |
| Newspaper websites | 23 | 23 | 52 400 | |
| Blogs | 14 | 14 | 23 600 | |
| Social media | 45 | 43 | 83 900 | |
| Other websites | 32 | 29 | 65 500 | |
| Television | 29 | 32 | 89 100 | |
| Radio | 7 | 6 | 15 700 | |
| Direct mail | 26 | 34 | 97 000 | |
| None of these | 11 | 7 | 18 300 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 34 100 |
| Newspapers | 10 | 13 | 44 600 | |
| Magazine websites | 3 | 4 | 10 500 | |
| Newspaper websites | 5 | 6 | 18 300 | |
| Blogs | 1 | 2 | 2 600 | |
| Social media | 12 | 11 | 23 600 | |
| Other websites | 27 | 28 | 62 900 | |
| Television | 12 | 13 | 39 300 | |
| Radio | 2 | 2 | 5 200 | |
| Direct mail | 16 | 21 | 62 900 | |
| None of these | 52 | 47 | 120 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 35 | 99 600 |
| Newspapers | 14 | 18 | 55 000 | |
| Magazine websites | 11 | 15 | 28 800 | |
| Newspaper websites | 9 | 10 | 23 600 | |
| Blogs | 7 | 8 | 13 100 | |
| Social media | 31 | 31 | 55 000 | |
| Other websites | 31 | 29 | 60 300 | |
| Television | 19 | 20 | 52 400 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 31 | 41 | 112 700 | |
| None of these | 24 | 19 | 57 700 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 31 500 |
| Newspapers | 11 | 13 | 36 700 | |
| Magazine websites | 6 | 6 | 10 500 | |
| Newspaper websites | 11 | 11 | 21 000 | |
| Blogs | 7 | 5 | 7 900 | |
| Social media | 22 | 16 | 23 600 | |
| Other websites | 32 | 26 | 55 000 | |
| Television | 8 | 8 | 21 000 | |
| Radio | 3 | 2 | 5 200 | |
| Direct mail | 4 | 4 | 13 100 | |
| None of these | 44 | 51 | 146 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 20 | 62 900 |
| Newspapers | 13 | 16 | 52 400 | |
| Magazine websites | 8 | 11 | 26 200 | |
| Newspaper websites | 9 | 11 | 28 800 | |
| Blogs | 5 | 5 | 7 900 | |
| Social media | 26 | 26 | 52 400 | |
| Other websites | 39 | 41 | 94 400 | |
| Television | 13 | 13 | 39 300 | |
| Radio | 3 | 3 | 7 900 | |
| Direct mail | 15 | 22 | 62 900 | |
| None of these | 36 | 29 | 76 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 17 | 52 400 |
| Newspapers | 16 | 21 | 65 500 | |
| Magazine websites | 7 | 8 | 21 000 | |
| Newspaper websites | 9 | 11 | 26 200 | |
| Blogs | 5 | 4 | 5 200 | |
| Social media | 26 | 22 | 36 700 | |
| Other websites | 42 | 39 | 81 300 | |
| Television | 14 | 14 | 39 300 | |
| Radio | 2 | 1 | 2 600 | |
| Direct mail | 30 | 40 | 112 700 | |
| None of these | 28 | 25 | 73 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 9 | 18 300 |
| Well-being and health | 50 | 68 | 178 200 | |
| Charity work | 13 | 18 | 44 600 | |
| Self development | 32 | 37 | 81 300 | |
| Celebrities | 14 | 25 | 57 700 | |
| Fishing | 16 | 5 | 10 500 | |
| Beauty care and cosmetics | 16 | 28 | 65 500 | |
| Literature | 27 | 46 | 125 800 | |
| Domestic and foreign news | 52 | 61 | 149 400 | |
| Domestic travel | 32 | 39 | 91 700 | |
| Culture | 33 | 52 | 138 900 | |
| Crafts | 25 | 35 | 97 000 | |
| Nature and going outdoor | 52 | 56 | 141 500 | |
| Hunting | 10 | 3 | 5 200 | |
| Style and fashion | 20 | 37 | 97 000 | |
| Music and concerts | 36 | 44 | 112 700 | |
| Going on summer cottage | 29 | 29 | 68 100 | |
| Local affairs | 55 | 65 | 173 000 | |
| Computer/console/mobile playing | 17 | 5 | 10 500 | |
| Politics | 42 | 48 | 117 900 | |
| Gardening and plants | 30 | 48 | 123 200 | |
| Building and renovating | 34 | 30 | 68 100 | |
| Food and drink | 38 | 46 | 110 100 | |
| Cooking, baking, recipes | 38 | 53 | 136 300 | |
| Investment | 23 | 20 | 41 900 | |
| Decorating | 28 | 51 | 131 000 | |
| Economic and finances | 35 | 34 | 78 600 | |
| Science | 35 | 31 | 60 300 | |
| Travelling abroad | 34 | 38 | 94 400 | |
| Sports, exercising | 45 | 37 | 81 300 | |
| Sailing, boating | 10 | 4 | 7 900 | |
| Consumer electronics and information technology | 21 | 8 | 13 100 | |
| Environmental matters | 31 | 36 | 81 300 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 2025
Contact info
Media sales
- A-lehdet Oy
- Risto Rytin tie 33
- 00081 Helsinki
- yritysasiakkaat@a-lehdet.fi
- www.a-lehdet.fi
- Mediamyynti A-lehdet
- yritysasiakkaat@a-lehdet.fi
Media
Publisher
- A-lehdet Oy
Publisher
- A-lehdet Oy
Päätoimittaja
- Mari Paalosalo-Jussinmäki
Address
- Risto Rytin tie 33
- Helsinki
- eeva@a-lehdet.fi