ET
ET readers are the fastest growing, diverse target group, living the wonderful and rich life signed by the happiness U-curve. Both mentally and literally. ET reaches active adult readers who have both time, money and a willingness to invest in their own well-being and that of their loved ones. ET talks to its target audience about important and interesting issues related to their very stage of life, provides peer support, entertains, hooks and attracts. Our readers are interested in the whole spectrum of life. Curiosity about the small and big things in life keeps every day interesting and the mind open to new experiences. We boldly encourage you to live a life that looks like your own, because a good life has no age limit!
Issues per year
24 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 4.12.2024 | 9.12.2024 | New insights on memory. Help with personal finance challenges. Find your own style. |
| 2 | 15.1.2025 | 18.12.2024 | 20.12.2024 | Retirement tax guide. Vitamin boost orange. Three stages of life, one home. Goodbye to neck knots. |
| 3 | 29.1.2025 | 8.1.2025 | 10.1.2025 | 70+ diet. Living on a low income. Pet-sitting around the world. Craft extra: lovely knitting favorites. |
| 4 | 12.2.2025 | 22.1.2025 | 24.1.2025 | Inheritance disputes. Tips for soil change & spring care for houseplants. Strength for your legs. |
| 5 | 26.2.2025 | 5.2.2025 | 7.2.2025 | Hearing issues & solutions. Retreating into silence. A bohemian villa as a home. |
| 6 | 12.3.2025 | 19.2.2025 | 21.2.2025 | Single living - managing expenses. Garden extra: expert tips for creating flower beds. Strength for your arms. |
| 7 | 26.3.2025 | 5.3.2025 | 7.3.2025 | Walking extra - energetic daily life. Mediterranean cruise. Self-designed senior housing. Everyday financial tips. |
| 8 | 16.4.2025 | 26.3.2025 | 28.3.2025 | Treasures of the home. Sustainable spring plantings. Confidence in movement. |
| 9 | 30.4.2025 | 7.4.2025 | 9.4.2025 | Best summer destinations in Finland. Discover your style. Everyday financial tips. |
| 10 | 14.5.2025 | 22.4.2025 | 24.4.2025 | When diagnosis is delayed. Life on a low income. Butterflies & gardens - choosing the right plants. Lower back & hips in shape. |
| 11 | 28.5.2025 | 7.5.2025 | 9.5.2025 | Dreams & plans. A sense of control in daily life. Summer travel destinations. Housing: the kitchen is the heart of the home. |
| 12 | 18.6.2025 | 27.5.2025 | 30.5.2025 | Cholesterol. New grilled delights from vegetables. Perennial garden & surface composting. Upper body in shape. |
| 13 | 2.7.2025 | 10.6.2025 | 12.6.2025 | 60+ women & hormones. Summer cottage on an island. Domestic berries. Vitamins. |
| 14 | 23.7.2025 | 27.6.2025 | 1.7.2025 | Guide for retirees. Wonderful summer travel destinations. Cottage garden. Relief for breathing. |
| 15 | 6.8.2025 | 16.7.2025 | 18.7.2025 | Preservation extra. Guide for relatives of those with dementia. Dressing & style. |
| 16 | 20.8.2025 | 30.7.2025 | 1.8.2025 | Book extra: late summer city getaway in the country. Splendid rose garden. |
| 17 | 3.9.2025 | 13.8.2025 | 15.8.2025 | Television extra: beneficial gardening: harvest and floral splendor. |
| 18 | 17.9.2025 | 27.8.2025 | 29.8.2025 | New information on cancer. Housing: a home of your own in Estonia. |
| 19 | 1.10.2025 | 10.9.2025 | 12.9.2025 | Law extra: a stunning personal style. Health tips for the elderly. |
| 20 | 15.10.2025 | 24.9.2025 | 26.9.2025 | Moving to a care home. Tips for the autumn garden. Staying in good condition through winter. |
| 21 | 29.10.2025 | 8.10.2025 | 10.10.2025 | Mental well-being actions. Apologizing. Handicraft extra: make your own Christmas wish gifts. |
| 22 | 12.11.2025 | 22.10.2025 | 24.10.2025 | Finance extra: inheritance and wills. Skincare tips. |
| 23 | 26.11.2025 | 5.11.2025 | 7.11.2025 | “Embarrassing” health matters everyone should know. Christmas crafts. |
| 24 | 10.12.2025 | 19.11.2025 | 21.11.2025 | Family relationships - experiences & tips. Housing: a stunning Christmas home. |
| 1 /2026 | 31.12.2025 | 5.12.2025 | 9.12.2025 | First issue of 2026. |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 15 461 € | In addition to print ad, 33.000 digital impressions on etlehti.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 17 784 € | In addition to print ad, 33.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 7 889 € | In addition to print ad, 33.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | 2. Cover | 230 x 297 mm | 5 mm | 8 841 € | In addition to print ad, 33.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | 3. Cover | 230 x 297 mm | 5 mm | 8 841 € | In addition to print ad, 33.000 digital impressions on etlehti.fi. |
| 1/1 portrait | Back cover | 230 x 272 mm | 5 mm | 7 718 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 268 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 268 € | |
| 1/3 portrait | Not specified | 76 x 297 mm | 5 mm | 4 514 € | |
| 1/3 landscape | Not specified | 230 x 99 mm | 5 mm | 4 514 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 805 € | |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 805 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 805 € | *) size without marginal Prices valid until 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 45 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 59 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 59 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 22 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 27 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 59 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
252 500
Total reach
299 200
How many times read
2,5
Minutes of reading
79 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 252 500
Minutes of reading79 min
How many times read2,5
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 75 | 189 400 |
| Men | 49 | 25 | 63 100 | |
| Native language | Finnish | 95 | 99 | 250 000 |
| Swedish | 5 | 1 | 2 500 | |
| Age | 15-24 y | 13 | 1 | 2 500 |
| 25-34 y | 14 | 2 | 5 000 | |
| 35-44 y | 14 | 2 | 5 000 | |
| 45-54 y | 14 | 6 | 15 200 | |
| 55-64 y | 15 | 12 | 30 300 | |
| 65+ y | 30 | 78 | 197 000 | |
| Gender + age | Female 15-29 years | 9 | 1 | 2 500 |
| Female 30-49 years | 14 | 4 | 10 100 | |
| Female 50+ years | 28 | 70 | 176 800 | |
| Male 15-29 years | 10 | 1 | 2 500 | |
| Male 30-49 years | 15 | 1 | 2 500 | |
| Male 50+ years | 24 | 23 | 58 100 | |
| Household position | Lives at home with parents | 7 | 1 | 2 500 |
| Lives alone | 29 | 36 | 90 900 | |
| Lives with spouse | 36 | 51 | 128 800 | |
| Lives with spouse and children | 24 | 8 | 20 200 | |
| Single parent | 2 | 1 | 2 500 | |
| Other | 3 | 3 | 7 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 37 | 93 400 |
| No | 39 | 58 | 146 400 | |
| No answer (under 45 year olds) | 41 | 5 | 12 600 | |
| Education | Elementary school | 4 | 9 | 22 700 |
| Secondary school | 6 | 9 | 22 700 | |
| Vocational | 27 | 30 | 75 800 | |
| High school | 13 | 8 | 20 200 | |
| University of Applied Sciences | 20 | 12 | 30 300 | |
| University | 28 | 27 | 68 200 | |
| Something else | 2 | 4 | 10 100 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 242 400 |
| No | 6 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 89 | 224 700 |
| No | 32 | 11 | 27 800 | |
| Size of the household | 1 pers | 28 | 36 | 90 900 |
| 2 pers | 38 | 53 | 133 800 | |
| 3 pers | 14 | 6 | 15 200 | |
| 4 pers | 12 | 3 | 7 600 | |
| 5+ pers | 7 | 2 | 5 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 20 200 |
| 20 000 - 35 000 € /y | 17 | 30 | 75 800 | |
| 35 001 - 50 000 € /y | 18 | 23 | 58 100 | |
| 50 001 - 85 000 € /y | 21 | 17 | 42 900 | |
| 85 001 - 100 000 € /y | 8 | 5 | 12 600 | |
| Over 100 000 € /y | 10 | 5 | 12 600 | |
| Dont want to tell | 5 | 7 | 17 700 | |
| Cant say / No answer | 10 | 5 | 12 600 | |
| Family with kids | Yes | 32 | 10 | 25 200 |
| No | 68 | 90 | 227 200 | |
| Number of children in the household (5th grade) | 1 child | 13 | 6 | 15 200 |
| 2 children | 13 | 3 | 7 600 | |
| 3 children | 5 | 1 | 2 500 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 90 | 227 200 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 11 | 27 800 |
| Dog | 26 | 17 | 42 900 | |
| Some other pet | 5 | 3 | 7 600 | |
| No pets | 61 | 73 | 184 300 | |
| Health services used in the household | Public health services | 85 | 92 | 232 300 |
| Employer - funded health care services | 50 | 18 | 45 400 | |
| Private, self-funded healthcare services | 39 | 52 | 131 300 | |
| Private health insurance services | 26 | 15 | 37 900 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 31 | 78 300 |
| Row house or semi-detached house | 17 | 18 | 45 400 | |
| Detached house | 46 | 46 | 116 200 | |
| Farm | 4 | 4 | 10 100 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 86 | 217 200 |
| Rented residence | 20 | 12 | 30 300 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 48 | 121 200 |
| No | 58 | 51 | 128 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 56 | 141 400 |
| Two cars | 30 | 25 | 63 100 | |
| Three or more cars | 10 | 4 | 10 100 | |
| No car | 14 | 14 | 35 400 | |
| Type of car, if buying now | New | 21 | 29 | 73 200 |
| Used | 70 | 59 | 149 000 | |
| Company car | 5 | 1 | 2 500 | |
| Leasing (personal) | 9 | 6 | 15 200 | |
| Shared car | 3 | 3 | 7 600 | |
| Doesn't use a car | 8 | 12 | 30 300 | |
| Can not say | 5 | 7 | 17 700 | |
| Advertising ban at the door / mailbox | Yes | 27 | 18 | 45 400 |
| No | 72 | 82 | 207 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 6 | 15 200 |
| No | 76 | 85 | 214 600 | |
| Can not say | 5 | 9 | 22 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 15 | 37 900 |
| Turku or Tampere | 8 | 7 | 17 700 | |
| Oulu | 4 | 3 | 7 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 40 400 | |
| Urban municipality | 25 | 28 | 70 700 | |
| Conurbation | 16 | 15 | 37 900 | |
| Countryside | 13 | 16 | 40 400 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 28 | 70 700 |
| 5-6 days a week | 4 | 9 | 22 700 | |
| 1-4 days a week | 24 | 35 | 88 400 | |
| Monthly | 25 | 19 | 48 000 | |
| Rarely | 26 | 7 | 17 700 | |
| Never | 8 | 2 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 60 600 |
| 5-6 days a week | 5 | 4 | 10 100 | |
| 1-4 days a week | 20 | 17 | 42 900 | |
| Monthly | 15 | 10 | 25 200 | |
| Rarely | 23 | 22 | 55 600 | |
| Never | 13 | 21 | 53 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 53 | 133 800 |
| 5-6 days a week | 5 | 6 | 15 200 | |
| 1-4 days a week | 23 | 22 | 55 600 | |
| Monthly | 15 | 8 | 20 200 | |
| Rarely | 24 | 9 | 22 700 | |
| Never | 8 | 3 | 7 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 52 | 131 300 |
| 5-6 days a week | 9 | 10 | 25 200 | |
| 1-4 days a week | 17 | 15 | 37 900 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 8 | 9 | 22 700 | |
| Never | 5 | 11 | 27 800 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 6 | 15 200 |
| 5-6 days a week | 4 | 6 | 15 200 | |
| 1-4 days a week | 41 | 57 | 143 900 | |
| Monthly | 18 | 12 | 30 300 | |
| Rarely | 23 | 15 | 37 900 | |
| Never | 9 | 4 | 10 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 53 000 |
| 5-6 days a week | 10 | 11 | 27 800 | |
| 1-4 days a week | 30 | 25 | 63 100 | |
| Monthly | 21 | 17 | 42 900 | |
| Rarely | 15 | 14 | 35 400 | |
| Never | 6 | 11 | 27 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 8 | 20 200 |
| 5-6 days a week | 10 | 5 | 12 600 | |
| 1-4 days a week | 22 | 13 | 32 800 | |
| Monthly | 9 | 6 | 15 200 | |
| Rarely | 13 | 12 | 30 300 | |
| Never | 30 | 55 | 138 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 70 | 176 800 |
| 5-6 days a week | 10 | 12 | 30 300 | |
| 1-4 days a week | 19 | 9 | 22 700 | |
| Monthly | 12 | 4 | 10 100 | |
| Rarely | 12 | 4 | 10 100 | |
| Never | 3 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 50 | 126 200 |
| 5-6 days a week | 12 | 13 | 32 800 | |
| 1-4 days a week | 22 | 15 | 37 900 | |
| Monthly | 12 | 6 | 15 200 | |
| Rarely | 13 | 6 | 15 200 | |
| Never | 8 | 9 | 22 700 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 39 | 98 500 |
| 5-6 days a week | 6 | 7 | 17 700 | |
| 1-4 days a week | 16 | 17 | 42 900 | |
| Monthly | 13 | 10 | 25 200 | |
| Rarely | 27 | 19 | 48 000 | |
| Never | 15 | 8 | 20 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 12 | 30 300 |
| 5-6 days a week | 9 | 6 | 15 200 | |
| 1-4 days a week | 21 | 17 | 42 900 | |
| Monthly | 14 | 11 | 27 800 | |
| Rarely | 23 | 28 | 70 700 | |
| Never | 16 | 24 | 60 600 | |
| Can not say | 1 | 2 | 5 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 2 | 5 000 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 11 | 6 | 15 200 | |
| Monthly | 14 | 9 | 22 700 | |
| Rarely | 27 | 26 | 65 600 | |
| Never | 36 | 51 | 128 800 | |
| Can not say | 2 | 5 | 12 600 | |
| User frequency and following: Social media | Daily | 59 | 48 | 121 200 |
| 5-6 days a week | 8 | 8 | 20 200 | |
| 1-4 days a week | 8 | 9 | 22 700 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 6 | 7 | 17 700 | |
| Never | 16 | 25 | 63 100 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 5 | 12 600 |
| 5-6 days a week | 6 | 2 | 5 000 | |
| 1-4 days a week | 13 | 6 | 15 200 | |
| Monthly | 8 | 5 | 12 600 | |
| Rarely | 20 | 21 | 53 000 | |
| Never | 38 | 59 | 149 000 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 53 | 133 800 |
| 5-6 days a week | 11 | 13 | 32 800 | |
| 1-4 days a week | 9 | 15 | 37 900 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 2 | 3 | 7 600 | |
| Never | 6 | 11 | 27 800 | |
| Can not say | 0 | 1 | 2 500 | |
| Reading frequency: Printed books | Daily | 16 | 29 | 73 200 |
| 5-6 days a week | 6 | 6 | 15 200 | |
| 1-4 days a week | 14 | 16 | 40 400 | |
| Monthly | 22 | 19 | 48 000 | |
| Rarely | 34 | 26 | 65 600 | |
| Never | 7 | 3 | 7 600 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 600 | |
| Monthly | 7 | 4 | 10 100 | |
| Rarely | 30 | 22 | 55 600 | |
| Never | 53 | 66 | 166 600 | |
| Can not say | 1 | 2 | 5 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 5 | 12 600 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 600 | |
| Monthly | 8 | 5 | 12 600 | |
| Rarely | 23 | 15 | 37 900 | |
| Never | 54 | 68 | 171 700 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 8 | 20 200 |
| 5-6 days a week | 9 | 5 | 12 600 | |
| 1-4 days a week | 23 | 17 | 42 900 | |
| Monthly | 21 | 20 | 50 500 | |
| Rarely | 17 | 24 | 60 600 | |
| Never | 10 | 25 | 63 100 | |
| Can not say | 0 | 1 | 2 500 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 5 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 8 | 3 | 7 600 | |
| Monthly | 8 | 3 | 7 600 | |
| Rarely | 12 | 9 | 22 700 | |
| Never | 59 | 70 | 176 800 | |
| Cant say / No answer | 6 | 11 | 27 800 | |
| Usage/following: Facebook | Daily | 39 | 42 | 106 000 |
| 5-6 days a week | 8 | 7 | 17 700 | |
| 1-4 days a week | 11 | 8 | 20 200 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 9 | 6 | 15 200 | |
| Never | 22 | 23 | 58 100 | |
| Cant say / No answer | 4 | 9 | 22 700 | |
| Usage/Following: Instagram | Daily | 32 | 19 | 48 000 |
| 5-6 days a week | 7 | 4 | 10 100 | |
| 1-4 days a week | 9 | 8 | 20 200 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 9 | 11 | 27 800 | |
| Never | 33 | 45 | 113 600 | |
| Cant say / No answer | 5 | 9 | 22 700 | |
| Usage/following rate: Snapchat | Daily | 15 | 2 | 5 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 1 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 3 | 7 600 | |
| Never | 69 | 83 | 209 600 | |
| Cant say / No answer | 5 | 9 | 22 700 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 7 600 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 2 | 5 000 | |
| Monthly | 5 | 3 | 7 600 | |
| Rarely | 11 | 8 | 20 200 | |
| Never | 68 | 75 | 189 400 | |
| Cant say / No answer | 5 | 9 | 22 700 | |
| Usage/Following: TikTok | Daily | 10 | 2 | 5 000 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 4 | 2 | 5 000 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 8 | 9 | 22 700 | |
| Never | 68 | 76 | 191 900 | |
| Cant say / No answer | 4 | 9 | 22 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 25 200 |
| Partially agree | 43 | 40 | 101 000 | |
| Partially disagree | 30 | 34 | 85 800 | |
| Completely disagree | 10 | 12 | 30 300 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer domestic products | Completely agree | 33 | 39 | 98 500 |
| Partially agree | 55 | 54 | 136 400 | |
| Partially disagree | 9 | 6 | 15 200 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 24 | 60 600 |
| Partially agree | 54 | 59 | 149 000 | |
| Partially disagree | 18 | 12 | 30 300 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 3 | 3 | 7 600 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 60 600 |
| Partially agree | 58 | 62 | 156 600 | |
| Partially disagree | 15 | 11 | 27 800 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 25 200 |
| Partially agree | 48 | 51 | 128 800 | |
| Partially disagree | 33 | 32 | 80 800 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 96 000 |
| Partially agree | 50 | 51 | 128 800 | |
| Partially disagree | 9 | 8 | 20 200 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 100 |
| Partially agree | 24 | 20 | 50 500 | |
| Partially disagree | 38 | 39 | 98 500 | |
| Completely disagree | 24 | 25 | 63 100 | |
| Can not say | 9 | 13 | 32 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 3 | 7 600 |
| Partially agree | 36 | 36 | 90 900 | |
| Partially disagree | 45 | 46 | 116 200 | |
| Completely disagree | 11 | 12 | 30 300 | |
| Can not say | 4 | 3 | 7 600 | |
| I prefer local shops and services | Completely agree | 27 | 37 | 93 400 |
| Partially agree | 58 | 56 | 141 400 | |
| Partially disagree | 11 | 5 | 12 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 5 000 |
| Partially agree | 28 | 23 | 58 100 | |
| Partially disagree | 29 | 28 | 70 700 | |
| Completely disagree | 32 | 35 | 88 400 | |
| Can not say | 7 | 11 | 27 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 7 | 17 700 |
| Partially agree | 32 | 35 | 88 400 | |
| Partially disagree | 37 | 37 | 93 400 | |
| Completely disagree | 20 | 18 | 45 400 | |
| Can not say | 2 | 3 | 7 600 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 45 400 |
| Partially agree | 50 | 56 | 141 400 | |
| Partially disagree | 24 | 19 | 48 000 | |
| Completely disagree | 6 | 4 | 10 100 | |
| Can not say | 4 | 3 | 7 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 50 500 |
| Partially agree | 51 | 57 | 143 900 | |
| Partially disagree | 22 | 18 | 45 400 | |
| Completely disagree | 6 | 3 | 7 600 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer well-known brands | Completely agree | 12 | 8 | 20 200 |
| Partially agree | 58 | 60 | 151 500 | |
| Partially disagree | 21 | 22 | 55 600 | |
| Completely disagree | 5 | 6 | 15 200 | |
| Can not say | 3 | 4 | 10 100 | |
| I prefer used products in my purchases | Completely agree | 14 | 10 | 25 200 |
| Partially agree | 41 | 40 | 101 000 | |
| Partially disagree | 31 | 32 | 80 800 | |
| Completely disagree | 12 | 14 | 35 400 | |
| Can not say | 3 | 4 | 10 100 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 32 800 |
| Quite positively | 61 | 64 | 161 600 | |
| Quite negatively | 16 | 14 | 35 400 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 6 | 15 200 | |
| Magazines | Very positive | 13 | 14 | 35 400 |
| Quite positively | 60 | 61 | 154 000 | |
| Quite negatively | 17 | 17 | 42 900 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 6 | 15 200 | |
| Free and local newspapers | Very positive | 24 | 26 | 65 600 |
| Quite positively | 56 | 58 | 146 400 | |
| Quite negatively | 11 | 9 | 22 700 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 5 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 700 |
| Quite positively | 45 | 41 | 103 500 | |
| Quite negatively | 30 | 27 | 68 200 | |
| Very negative | 10 | 8 | 20 200 | |
| Can not say | 8 | 17 | 42 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 10 100 |
| Quite positively | 33 | 29 | 73 200 | |
| Quite negatively | 32 | 31 | 78 300 | |
| Very negative | 17 | 15 | 37 900 | |
| Can not say | 12 | 21 | 53 000 | |
| Blogs | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 15 | 37 900 | |
| Quite negatively | 29 | 24 | 60 600 | |
| Very negative | 16 | 16 | 40 400 | |
| Can not say | 26 | 43 | 108 600 | |
| Newsletters to email | Very positive | 2 | 1 | 2 500 |
| Quite positively | 17 | 16 | 40 400 | |
| Quite negatively | 34 | 37 | 93 400 | |
| Very negative | 43 | 39 | 98 500 | |
| Can not say | 4 | 6 | 15 200 | |
| Other websites | Very positive | 3 | 2 | 5 000 |
| Quite positively | 38 | 28 | 70 700 | |
| Quite negatively | 34 | 35 | 88 400 | |
| Very negative | 14 | 13 | 32 800 | |
| Can not say | 11 | 22 | 55 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 5 | 12 600 |
| Quite positively | 46 | 45 | 113 600 | |
| Quite negatively | 29 | 35 | 88 400 | |
| Very negative | 13 | 11 | 27 800 | |
| Can not say | 4 | 5 | 12 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 2 | 5 000 |
| Quite positively | 35 | 29 | 73 200 | |
| Quite negatively | 33 | 35 | 88 400 | |
| Very negative | 20 | 20 | 50 500 | |
| Can not say | 7 | 13 | 32 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 50 500 |
| Quite positively | 46 | 52 | 131 300 | |
| Quite negatively | 17 | 13 | 32 800 | |
| Very negative | 14 | 9 | 22 700 | |
| Can not say | 5 | 6 | 15 200 | |
| Out-of-home advertising | Very positive | 11 | 8 | 20 200 |
| Quite positively | 52 | 47 | 118 700 | |
| Quite negatively | 21 | 24 | 60 600 | |
| Very negative | 9 | 8 | 20 200 | |
| Can not say | 8 | 14 | 35 400 | 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 | 19 | 48 000 |
| Partially agree | 60 | 65 | 164 100 | |
| Partially disagree | 11 | 9 | 22 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 9 | 5 | 12 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 15 | 37 900 |
| Partially agree | 57 | 64 | 161 600 | |
| Partially disagree | 14 | 11 | 27 800 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 8 | 6 | 15 200 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 21 | 53 000 |
| Partially agree | 46 | 40 | 101 000 | |
| Partially disagree | 12 | 10 | 25 200 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 15 | 24 | 60 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 28 | 70 700 |
| Partially agree | 49 | 53 | 133 800 | |
| Partially disagree | 7 | 5 | 12 600 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 12 | 30 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 15 | 37 900 |
| Partially agree | 51 | 54 | 136 400 | |
| Partially disagree | 14 | 15 | 37 900 | |
| Completely disagree | 3 | 1 | 2 500 | |
| Can not say | 16 | 15 | 37 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 10 | 25 200 |
| Partially agree | 52 | 53 | 133 800 | |
| Partially disagree | 18 | 20 | 50 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 15 | 37 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 23 | 58 100 |
| Partially agree | 58 | 61 | 154 000 | |
| Partially disagree | 9 | 9 | 22 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 6 | 15 200 | |
| I follow important magazines on social media | Completely agree | 7 | 5 | 12 600 |
| Partially agree | 25 | 27 | 68 200 | |
| Partially disagree | 23 | 23 | 58 100 | |
| Completely disagree | 36 | 34 | 85 800 | |
| Can not say | 10 | 11 | 27 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 50 500 |
| Partially agree | 33 | 40 | 101 000 | |
| Partially disagree | 29 | 25 | 63 100 | |
| Completely disagree | 17 | 12 | 30 300 | |
| Can not say | 5 | 2 | 5 000 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 22 700 |
| Partially agree | 45 | 45 | 113 600 | |
| Partially disagree | 28 | 28 | 70 700 | |
| Completely disagree | 10 | 10 | 25 200 | |
| Can not say | 10 | 8 | 20 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 27 800 |
| Partially agree | 35 | 30 | 75 800 | |
| Partially disagree | 23 | 25 | 63 100 | |
| Completely disagree | 23 | 27 | 68 200 | |
| Can not say | 9 | 8 | 20 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 700 |
| Partially agree | 33 | 35 | 88 400 | |
| Partially disagree | 27 | 26 | 65 600 | |
| Completely disagree | 24 | 24 | 60 600 | |
| Can not say | 8 | 5 | 12 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 37 900 |
| Partially agree | 50 | 53 | 133 800 | |
| Partially disagree | 19 | 18 | 45 400 | |
| Completely disagree | 13 | 10 | 25 200 | |
| Can not say | 5 | 3 | 7 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 25 200 |
| Partially agree | 29 | 34 | 85 800 | |
| Partially disagree | 27 | 26 | 65 600 | |
| Completely disagree | 29 | 26 | 65 600 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 500 |
| Partially agree | 18 | 8 | 20 200 | |
| Partially disagree | 33 | 32 | 80 800 | |
| Completely disagree | 38 | 44 | 111 100 | |
| Can not say | 10 | 16 | 40 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 22 | 55 600 |
| Partially agree | 41 | 51 | 128 800 | |
| Partially disagree | 23 | 16 | 40 400 | |
| Completely disagree | 12 | 6 | 15 200 | |
| Can not say | 8 | 5 | 12 600 | 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 | 13 | 32 800 |
| Newspapers | 12 | 18 | 45 400 | |
| Magazine websites | 7 | 3 | 7 600 | |
| Newspaper websites | 8 | 6 | 15 200 | |
| Blogs | 3 | 1 | 2 500 | |
| Social media | 16 | 7 | 17 700 | |
| Other websites | 44 | 31 | 78 300 | |
| Television | 11 | 10 | 25 200 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 10 | 14 | 35 400 | |
| None of these | 39 | 49 | 123 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 21 | 53 000 |
| Newspapers | 15 | 27 | 68 200 | |
| Magazine websites | 9 | 6 | 15 200 | |
| Newspaper websites | 11 | 10 | 25 200 | |
| Blogs | 6 | 1 | 2 500 | |
| Social media | 28 | 13 | 32 800 | |
| Other websites | 50 | 35 | 88 400 | |
| Television | 19 | 21 | 53 000 | |
| Radio | 3 | 3 | 7 600 | |
| Direct mail | 35 | 48 | 121 200 | |
| None of these | 16 | 19 | 48 000 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 31 | 78 300 |
| Newspapers | 8 | 15 | 37 900 | |
| Magazine websites | 10 | 11 | 27 800 | |
| Newspaper websites | 7 | 7 | 17 700 | |
| Blogs | 7 | 3 | 7 600 | |
| Social media | 31 | 16 | 40 400 | |
| Other websites | 17 | 14 | 35 400 | |
| Television | 14 | 21 | 53 000 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 17 | 30 | 75 800 | |
| None of these | 43 | 38 | 96 000 | |
| Information sources, travel | Print magazines | 16 | 24 | 60 600 |
| Newspapers | 15 | 26 | 65 600 | |
| Magazine websites | 10 | 8 | 20 200 | |
| Newspaper websites | 11 | 10 | 25 200 | |
| Blogs | 12 | 4 | 10 100 | |
| Social media | 38 | 21 | 53 000 | |
| Other websites | 49 | 41 | 103 500 | |
| Television | 17 | 18 | 45 400 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 9 | 16 | 40 400 | |
| None of these | 25 | 27 | 68 200 | |
| Information sources, style and fashion | Print magazines | 22 | 37 | 93 400 |
| Newspapers | 11 | 20 | 50 500 | |
| Magazine websites | 12 | 10 | 25 200 | |
| Newspaper websites | 8 | 8 | 20 200 | |
| Blogs | 9 | 3 | 7 600 | |
| Social media | 37 | 20 | 50 500 | |
| Other websites | 34 | 27 | 68 200 | |
| Television | 18 | 20 | 50 500 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 25 | 38 | 96 000 | |
| None of these | 28 | 26 | 65 600 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 55 600 |
| Newspapers | 13 | 19 | 48 000 | |
| Magazine websites | 9 | 7 | 17 700 | |
| Newspaper websites | 9 | 8 | 20 200 | |
| Blogs | 7 | 2 | 5 000 | |
| Social media | 26 | 10 | 25 200 | |
| Other websites | 33 | 23 | 58 100 | |
| Television | 18 | 17 | 42 900 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 27 | 37 | 93 400 | |
| None of these | 31 | 36 | 90 900 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 49 | 123 700 |
| Newspapers | 25 | 38 | 96 000 | |
| Magazine websites | 21 | 19 | 48 000 | |
| Newspaper websites | 23 | 19 | 48 000 | |
| Blogs | 14 | 5 | 12 600 | |
| Social media | 45 | 26 | 65 600 | |
| Other websites | 32 | 22 | 55 600 | |
| Television | 29 | 34 | 85 800 | |
| Radio | 7 | 6 | 15 200 | |
| Direct mail | 26 | 39 | 98 500 | |
| None of these | 11 | 8 | 20 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 12 | 30 300 |
| Newspapers | 10 | 17 | 42 900 | |
| Magazine websites | 3 | 3 | 7 600 | |
| Newspaper websites | 5 | 6 | 15 200 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 8 | 20 200 | |
| Other websites | 27 | 21 | 53 000 | |
| Television | 12 | 17 | 42 900 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 16 | 24 | 60 600 | |
| None of these | 52 | 47 | 118 700 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 34 | 85 800 |
| Newspapers | 14 | 22 | 55 600 | |
| Magazine websites | 11 | 8 | 20 200 | |
| Newspaper websites | 9 | 8 | 20 200 | |
| Blogs | 7 | 3 | 7 600 | |
| Social media | 31 | 15 | 37 900 | |
| Other websites | 31 | 20 | 50 500 | |
| Television | 19 | 21 | 53 000 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 31 | 44 | 111 100 | |
| None of these | 24 | 25 | 63 100 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 25 200 |
| Newspapers | 11 | 15 | 37 900 | |
| Magazine websites | 6 | 3 | 7 600 | |
| Newspaper websites | 11 | 7 | 17 700 | |
| Blogs | 7 | 2 | 5 000 | |
| Social media | 22 | 7 | 17 700 | |
| Other websites | 32 | 20 | 50 500 | |
| Television | 8 | 8 | 20 200 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 6 | 15 200 | |
| None of these | 44 | 59 | 149 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 22 | 55 600 |
| Newspapers | 13 | 21 | 53 000 | |
| Magazine websites | 8 | 7 | 17 700 | |
| Newspaper websites | 9 | 9 | 22 700 | |
| Blogs | 5 | 2 | 5 000 | |
| Social media | 26 | 16 | 40 400 | |
| Other websites | 39 | 32 | 80 800 | |
| Television | 13 | 15 | 37 900 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 15 | 24 | 60 600 | |
| None of these | 36 | 32 | 80 800 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 45 400 |
| Newspapers | 16 | 25 | 63 100 | |
| Magazine websites | 7 | 5 | 12 600 | |
| Newspaper websites | 9 | 10 | 25 200 | |
| Blogs | 5 | 2 | 5 000 | |
| Social media | 26 | 11 | 27 800 | |
| Other websites | 42 | 27 | 68 200 | |
| Television | 14 | 16 | 40 400 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 30 | 43 | 108 600 | |
| None of these | 28 | 30 | 75 800 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 12 | 30 300 |
| Well-being and health | 50 | 65 | 164 100 | |
| Charity work | 13 | 14 | 35 400 | |
| Self development | 32 | 26 | 65 600 | |
| Celebrities | 14 | 16 | 40 400 | |
| Fishing | 16 | 10 | 25 200 | |
| Beauty care and cosmetics | 16 | 15 | 37 900 | |
| Literature | 27 | 42 | 106 000 | |
| Domestic and foreign news | 52 | 54 | 136 400 | |
| Domestic travel | 32 | 33 | 83 300 | |
| Culture | 33 | 43 | 108 600 | |
| Crafts | 25 | 37 | 93 400 | |
| Nature and going outdoor | 52 | 56 | 141 400 | |
| Hunting | 10 | 4 | 10 100 | |
| Style and fashion | 20 | 23 | 58 100 | |
| Music and concerts | 36 | 39 | 98 500 | |
| Going on summer cottage | 29 | 26 | 65 600 | |
| Local affairs | 55 | 67 | 169 200 | |
| Computer/console/mobile playing | 17 | 6 | 15 200 | |
| Politics | 42 | 42 | 106 000 | |
| Gardening and plants | 30 | 43 | 108 600 | |
| Building and renovating | 34 | 27 | 68 200 | |
| Food and drink | 38 | 33 | 83 300 | |
| Cooking, baking, recipes | 38 | 46 | 116 200 | |
| Investment | 23 | 17 | 42 900 | |
| Decorating | 28 | 34 | 85 800 | |
| Economic and finances | 35 | 31 | 78 300 | |
| Science | 35 | 21 | 53 000 | |
| Travelling abroad | 34 | 26 | 65 600 | |
| Sports, exercising | 45 | 35 | 88 400 | |
| Sailing, boating | 10 | 4 | 10 100 | |
| Consumer electronics and information technology | 21 | 8 | 20 200 | |
| Environmental matters | 31 | 31 | 78 300 | |
| 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 | 2 500 |
| Buying an apartment | 11 | 5 | 12 600 | |
| Home renovation | 27 | 21 | 53 000 | |
| Buying a car | 27 | 18 | 45 400 | |
| Buying a boat | 3 | 2 | 5 000 | |
| None of these | 51 | 64 | 161 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 32 | 80 800 |
| Repair and construction products | 39 | 31 | 78 300 | |
| Domestic appliances | 38 | 38 | 96 000 | |
| Electronics or IT products | 49 | 34 | 85 800 | |
| Cars | 19 | 13 | 32 800 | |
| Clothing and footwear | 84 | 81 | 204 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 36 | 90 900 | |
| Sports clothing, footwear or equipment | 58 | 43 | 108 600 | |
| Saving or investing products or services | 29 | 23 | 58 100 | |
| Cosmetics and beauty products | 49 | 52 | 131 300 | |
| Mobile phones | 29 | 23 | 58 100 | |
| Travels | 50 | 46 | 116 200 | |
| Products and services for health and well-being | 61 | 65 | 164 100 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 17 | 42 900 |
| Repair and construction products | 33 | 27 | 68 200 | |
| Domestic appliances | 18 | 13 | 32 800 | |
| Electronics or IT products | 27 | 13 | 32 800 | |
| Cars | 14 | 8 | 20 200 | |
| Clothing and footwear | 67 | 64 | 161 600 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 78 300 | |
| Sports clothing, footwear or equipment | 44 | 29 | 73 200 | |
| Saving or investing products or services | 24 | 18 | 45 400 | |
| Cosmetics and beauty products | 38 | 40 | 101 000 | |
| Mobile phones | 16 | 12 | 30 300 | |
| Travels | 46 | 44 | 111 100 | |
| Products and services for health and well-being | 49 | 54 | 136 400 | |
| None of the above | 6 | 6 | 15 200 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 12 600 |
| Insurance company | 11 | 8 | 20 200 | |
| electric company | 17 | 13 | 32 800 | |
| Internet Connection | 10 | 7 | 17 700 | |
| Phone-subscription | 14 | 10 | 25 200 | |
| None of the above | 48 | 56 | 141 400 | |
| Can not say | 18 | 18 | 45 400 | |
| Uses of extra money | Magazines, books, movies | 16 | 19 | 48 000 |
| Eating, drinking, partying in a restaurant | 35 | 23 | 58 100 | |
| Exercise hobbies and equipment | 28 | 20 | 50 500 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 41 | 103 500 | |
| Renovation, decoration | 23 | 22 | 55 600 | |
| Health services and one's own well-being | 22 | 32 | 80 800 | |
| Travelling | 44 | 46 | 116 200 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 12 600 | |
| Clothes, shoes and bags | 22 | 17 | 42 900 | |
| Home services (cleaning and other housekeeping services) | 5 | 11 | 27 800 | |
| Car, boat, motorcycle | 11 | 7 | 17 700 | |
| Cosmetics and beauty care | 12 | 10 | 25 200 | |
| Saving, investing | 49 | 42 | 106 000 | |
| Other | 8 | 8 | 20 200 | |
| There is no extra money after mandatory expenses | 8 | 8 | 20 200 | |
| Can not say | 3 | 5 | 12 600 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 299 200
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 74 | 189 400 |
| Men | 49 | 26 | 63 100 | |
| Native language | Finnish | 95 | 99 | 250 000 |
| Swedish | 5 | 1 | 2 500 | |
| Age | 15-24 y | 13 | 2 | 2 500 |
| 25-34 y | 14 | 3 | 5 000 | |
| 35-44 y | 14 | 3 | 5 000 | |
| 45-54 y | 14 | 7 | 15 200 | |
| 55-64 y | 15 | 14 | 30 300 | |
| 65+ y | 30 | 71 | 197 000 | |
| Gender + age | Female 15-29 years | 9 | 2 | 2 500 |
| Female 30-49 years | 14 | 6 | 10 100 | |
| Female 50+ years | 28 | 66 | 176 800 | |
| Male 15-29 years | 10 | 2 | 2 500 | |
| Male 30-49 years | 15 | 2 | 2 500 | |
| Male 50+ years | 24 | 22 | 58 100 | |
| Household position | Lives at home with parents | 7 | 2 | 2 500 |
| Lives alone | 29 | 35 | 90 900 | |
| Lives with spouse | 36 | 49 | 128 800 | |
| Lives with spouse and children | 24 | 10 | 20 200 | |
| Single parent | 2 | 1 | 2 500 | |
| Other | 3 | 3 | 7 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 34 | 93 400 |
| No | 39 | 57 | 146 400 | |
| No answer (under 45 year olds) | 41 | 8 | 12 600 | |
| Education | Elementary school | 4 | 8 | 22 700 |
| Secondary school | 6 | 9 | 22 700 | |
| Vocational | 27 | 29 | 75 800 | |
| High school | 13 | 9 | 20 200 | |
| University of Applied Sciences | 20 | 13 | 30 300 | |
| University | 28 | 28 | 68 200 | |
| Something else | 2 | 3 | 10 100 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 242 400 |
| No | 6 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 87 | 224 700 |
| No | 32 | 13 | 27 800 | |
| Size of the household | 1 pers | 28 | 36 | 90 900 |
| 2 pers | 38 | 51 | 133 800 | |
| 3 pers | 14 | 7 | 15 200 | |
| 4 pers | 12 | 4 | 7 600 | |
| 5+ pers | 7 | 3 | 5 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 20 200 |
| 20 000 - 35 000 € /y | 17 | 28 | 75 800 | |
| 35 001 - 50 000 € /y | 18 | 22 | 58 100 | |
| 50 001 - 85 000 € /y | 21 | 17 | 42 900 | |
| 85 001 - 100 000 € /y | 8 | 6 | 12 600 | |
| Over 100 000 € /y | 10 | 6 | 12 600 | |
| Dont want to tell | 5 | 7 | 17 700 | |
| Cant say / No answer | 10 | 5 | 12 600 | |
| Family with kids | Yes | 32 | 13 | 25 200 |
| No | 68 | 87 | 227 200 | |
| Number of children in the household (5th grade) | 1 child | 13 | 7 | 15 200 |
| 2 children | 13 | 4 | 7 600 | |
| 3 children | 5 | 1 | 2 500 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 87 | 227 200 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 12 | 27 800 |
| Dog | 26 | 18 | 42 900 | |
| Some other pet | 5 | 3 | 7 600 | |
| No pets | 61 | 71 | 184 300 | |
| Health services used in the household | Public health services | 85 | 91 | 232 300 |
| Employer - funded health care services | 50 | 23 | 45 400 | |
| Private, self-funded healthcare services | 39 | 51 | 131 300 | |
| Private health insurance services | 26 | 17 | 37 900 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 31 | 78 300 |
| Row house or semi-detached house | 17 | 18 | 45 400 | |
| Detached house | 46 | 46 | 116 200 | |
| Farm | 4 | 4 | 10 100 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 85 | 217 200 |
| Rented residence | 20 | 13 | 30 300 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 1 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 121 200 |
| No | 58 | 52 | 128 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 55 | 141 400 |
| Two cars | 30 | 26 | 63 100 | |
| Three or more cars | 10 | 5 | 10 100 | |
| No car | 14 | 14 | 35 400 | |
| Type of car, if buying now | New | 21 | 27 | 73 200 |
| Used | 70 | 61 | 149 000 | |
| Company car | 5 | 1 | 2 500 | |
| Leasing (personal) | 9 | 7 | 15 200 | |
| Shared car | 3 | 3 | 7 600 | |
| Doesn't use a car | 8 | 11 | 30 300 | |
| Can not say | 5 | 6 | 17 700 | |
| Advertising ban at the door / mailbox | Yes | 27 | 19 | 45 400 |
| No | 72 | 81 | 207 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 7 | 15 200 |
| No | 76 | 85 | 214 600 | |
| Can not say | 5 | 9 | 22 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 16 | 37 900 |
| Turku or Tampere | 8 | 7 | 17 700 | |
| Oulu | 4 | 3 | 7 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 40 400 | |
| Urban municipality | 25 | 27 | 70 700 | |
| Conurbation | 16 | 16 | 37 900 | |
| Countryside | 13 | 15 | 40 400 | 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 | 70 700 |
| 5-6 days a week | 4 | 8 | 22 700 | |
| 1-4 days a week | 24 | 34 | 88 400 | |
| Monthly | 25 | 21 | 48 000 | |
| Rarely | 26 | 9 | 17 700 | |
| Never | 8 | 2 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 60 600 |
| 5-6 days a week | 5 | 5 | 10 100 | |
| 1-4 days a week | 20 | 20 | 42 900 | |
| Monthly | 15 | 11 | 25 200 | |
| Rarely | 23 | 20 | 55 600 | |
| Never | 13 | 18 | 53 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 48 | 133 800 |
| 5-6 days a week | 5 | 5 | 15 200 | |
| 1-4 days a week | 23 | 22 | 55 600 | |
| Monthly | 15 | 9 | 20 200 | |
| Rarely | 24 | 12 | 22 700 | |
| Never | 8 | 3 | 7 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 55 | 131 300 |
| 5-6 days a week | 9 | 10 | 25 200 | |
| 1-4 days a week | 17 | 14 | 37 900 | |
| Monthly | 6 | 3 | 10 100 | |
| Rarely | 8 | 8 | 22 700 | |
| Never | 5 | 9 | 27 800 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 6 | 15 200 |
| 5-6 days a week | 4 | 6 | 15 200 | |
| 1-4 days a week | 41 | 55 | 143 900 | |
| Monthly | 18 | 13 | 30 300 | |
| Rarely | 23 | 15 | 37 900 | |
| Never | 9 | 5 | 10 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 53 000 |
| 5-6 days a week | 10 | 12 | 27 800 | |
| 1-4 days a week | 30 | 26 | 63 100 | |
| Monthly | 21 | 17 | 42 900 | |
| Rarely | 15 | 14 | 35 400 | |
| Never | 6 | 10 | 27 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 9 | 20 200 |
| 5-6 days a week | 10 | 6 | 12 600 | |
| 1-4 days a week | 22 | 14 | 32 800 | |
| Monthly | 9 | 6 | 15 200 | |
| Rarely | 13 | 12 | 30 300 | |
| Never | 30 | 52 | 138 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 67 | 176 800 |
| 5-6 days a week | 10 | 12 | 30 300 | |
| 1-4 days a week | 19 | 11 | 22 700 | |
| Monthly | 12 | 4 | 10 100 | |
| Rarely | 12 | 4 | 10 100 | |
| Never | 3 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 48 | 126 200 |
| 5-6 days a week | 12 | 13 | 32 800 | |
| 1-4 days a week | 22 | 16 | 37 900 | |
| Monthly | 12 | 6 | 15 200 | |
| Rarely | 13 | 7 | 15 200 | |
| Never | 8 | 9 | 22 700 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 36 | 98 500 |
| 5-6 days a week | 6 | 7 | 17 700 | |
| 1-4 days a week | 16 | 17 | 42 900 | |
| Monthly | 13 | 10 | 25 200 | |
| Rarely | 27 | 20 | 48 000 | |
| Never | 15 | 9 | 20 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 12 | 30 300 |
| 5-6 days a week | 9 | 7 | 15 200 | |
| 1-4 days a week | 21 | 17 | 42 900 | |
| Monthly | 14 | 11 | 27 800 | |
| Rarely | 23 | 27 | 70 700 | |
| Never | 16 | 23 | 60 600 | |
| Can not say | 1 | 2 | 5 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 2 | 5 000 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 11 | 7 | 15 200 | |
| Monthly | 14 | 10 | 22 700 | |
| Rarely | 27 | 27 | 65 600 | |
| Never | 36 | 48 | 128 800 | |
| Can not say | 2 | 4 | 12 600 | |
| User frequency and following: Social media | Daily | 59 | 50 | 121 200 |
| 5-6 days a week | 8 | 8 | 20 200 | |
| 1-4 days a week | 8 | 9 | 22 700 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 6 | 7 | 17 700 | |
| Never | 16 | 23 | 63 100 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 6 | 12 600 |
| 5-6 days a week | 6 | 3 | 5 000 | |
| 1-4 days a week | 13 | 7 | 15 200 | |
| Monthly | 8 | 6 | 12 600 | |
| Rarely | 20 | 21 | 53 000 | |
| Never | 38 | 56 | 149 000 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 55 | 133 800 |
| 5-6 days a week | 11 | 12 | 32 800 | |
| 1-4 days a week | 9 | 14 | 37 900 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 2 | 3 | 7 600 | |
| Never | 6 | 11 | 27 800 | |
| Can not say | 0 | 1 | 2 500 | |
| Reading frequency: Printed books | Daily | 16 | 28 | 73 200 |
| 5-6 days a week | 6 | 6 | 15 200 | |
| 1-4 days a week | 14 | 16 | 40 400 | |
| Monthly | 22 | 19 | 48 000 | |
| Rarely | 34 | 27 | 65 600 | |
| Never | 7 | 3 | 7 600 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 600 | |
| Monthly | 7 | 4 | 10 100 | |
| Rarely | 30 | 24 | 55 600 | |
| Never | 53 | 63 | 166 600 | |
| Can not say | 1 | 2 | 5 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 12 600 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 600 | |
| Monthly | 8 | 5 | 12 600 | |
| Rarely | 23 | 16 | 37 900 | |
| Never | 54 | 66 | 171 700 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 9 | 20 200 |
| 5-6 days a week | 9 | 5 | 12 600 | |
| 1-4 days a week | 23 | 18 | 42 900 | |
| Monthly | 21 | 21 | 50 500 | |
| Rarely | 17 | 24 | 60 600 | |
| Never | 10 | 23 | 63 100 | |
| Can not say | 0 | 1 | 2 500 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 5 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 8 | 4 | 7 600 | |
| Monthly | 8 | 4 | 7 600 | |
| Rarely | 12 | 9 | 22 700 | |
| Never | 59 | 69 | 176 800 | |
| Cant say / No answer | 6 | 10 | 27 800 | |
| Usage/following: Facebook | Daily | 39 | 43 | 106 000 |
| 5-6 days a week | 8 | 8 | 17 700 | |
| 1-4 days a week | 11 | 9 | 20 200 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 9 | 6 | 15 200 | |
| Never | 22 | 22 | 58 100 | |
| Cant say / No answer | 4 | 8 | 22 700 | |
| Usage/Following: Instagram | Daily | 32 | 21 | 48 000 |
| 5-6 days a week | 7 | 5 | 10 100 | |
| 1-4 days a week | 9 | 8 | 20 200 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 9 | 11 | 27 800 | |
| Never | 33 | 43 | 113 600 | |
| Cant say / No answer | 5 | 8 | 22 700 | |
| Usage/following rate: Snapchat | Daily | 15 | 3 | 5 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 1 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 3 | 7 600 | |
| Never | 69 | 82 | 209 600 | |
| Cant say / No answer | 5 | 9 | 22 700 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 7 600 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 2 | 5 000 | |
| Monthly | 5 | 3 | 7 600 | |
| Rarely | 11 | 8 | 20 200 | |
| Never | 68 | 75 | 189 400 | |
| Cant say / No answer | 5 | 8 | 22 700 | |
| Usage/Following: TikTok | Daily | 10 | 2 | 5 000 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 5 000 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 8 | 9 | 22 700 | |
| Never | 68 | 75 | 191 900 | |
| Cant say / No answer | 4 | 8 | 22 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 11 | 25 200 |
| Partially agree | 43 | 41 | 101 000 | |
| Partially disagree | 30 | 34 | 85 800 | |
| Completely disagree | 10 | 12 | 30 300 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer domestic products | Completely agree | 33 | 38 | 98 500 |
| Partially agree | 55 | 54 | 136 400 | |
| Partially disagree | 9 | 6 | 15 200 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 24 | 60 600 |
| Partially agree | 54 | 59 | 149 000 | |
| Partially disagree | 18 | 12 | 30 300 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 3 | 3 | 7 600 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 60 600 |
| Partially agree | 58 | 62 | 156 600 | |
| Partially disagree | 15 | 11 | 27 800 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 25 200 |
| Partially agree | 48 | 51 | 128 800 | |
| Partially disagree | 33 | 32 | 80 800 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 96 000 |
| Partially agree | 50 | 51 | 128 800 | |
| Partially disagree | 9 | 8 | 20 200 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 100 |
| Partially agree | 24 | 21 | 50 500 | |
| Partially disagree | 38 | 38 | 98 500 | |
| Completely disagree | 24 | 25 | 63 100 | |
| Can not say | 9 | 13 | 32 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 3 | 7 600 |
| Partially agree | 36 | 36 | 90 900 | |
| Partially disagree | 45 | 45 | 116 200 | |
| Completely disagree | 11 | 12 | 30 300 | |
| Can not say | 4 | 3 | 7 600 | |
| I prefer local shops and services | Completely agree | 27 | 36 | 93 400 |
| Partially agree | 58 | 57 | 141 400 | |
| Partially disagree | 11 | 6 | 12 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 5 000 |
| Partially agree | 28 | 24 | 58 100 | |
| Partially disagree | 29 | 29 | 70 700 | |
| Completely disagree | 32 | 35 | 88 400 | |
| Can not say | 7 | 10 | 27 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 17 700 |
| Partially agree | 32 | 35 | 88 400 | |
| Partially disagree | 37 | 37 | 93 400 | |
| Completely disagree | 20 | 18 | 45 400 | |
| Can not say | 2 | 3 | 7 600 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 45 400 |
| Partially agree | 50 | 55 | 141 400 | |
| Partially disagree | 24 | 20 | 48 000 | |
| Completely disagree | 6 | 4 | 10 100 | |
| Can not say | 4 | 3 | 7 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 50 500 |
| Partially agree | 51 | 56 | 143 900 | |
| Partially disagree | 22 | 18 | 45 400 | |
| Completely disagree | 6 | 3 | 7 600 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer well-known brands | Completely agree | 12 | 9 | 20 200 |
| Partially agree | 58 | 59 | 151 500 | |
| Partially disagree | 21 | 22 | 55 600 | |
| Completely disagree | 5 | 6 | 15 200 | |
| Can not say | 3 | 4 | 10 100 | |
| I prefer used products in my purchases | Completely agree | 14 | 11 | 25 200 |
| Partially agree | 41 | 40 | 101 000 | |
| Partially disagree | 31 | 32 | 80 800 | |
| Completely disagree | 12 | 14 | 35 400 | |
| Can not say | 3 | 3 | 10 100 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 32 800 |
| Quite positively | 61 | 64 | 161 600 | |
| Quite negatively | 16 | 14 | 35 400 | |
| Very negative | 4 | 3 | 5 000 | |
| Can not say | 6 | 6 | 15 200 | |
| Magazines | Very positive | 13 | 14 | 35 400 |
| Quite positively | 60 | 61 | 154 000 | |
| Quite negatively | 17 | 17 | 42 900 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 6 | 15 200 | |
| Free and local newspapers | Very positive | 24 | 26 | 65 600 |
| Quite positively | 56 | 58 | 146 400 | |
| Quite negatively | 11 | 9 | 22 700 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 5 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 700 |
| Quite positively | 45 | 42 | 103 500 | |
| Quite negatively | 30 | 27 | 68 200 | |
| Very negative | 10 | 8 | 20 200 | |
| Can not say | 8 | 16 | 42 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 10 100 |
| Quite positively | 33 | 30 | 73 200 | |
| Quite negatively | 32 | 32 | 78 300 | |
| Very negative | 17 | 15 | 37 900 | |
| Can not say | 12 | 20 | 53 000 | |
| Blogs | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 16 | 37 900 | |
| Quite negatively | 29 | 25 | 60 600 | |
| Very negative | 16 | 16 | 40 400 | |
| Can not say | 26 | 41 | 108 600 | |
| Newsletters to email | Very positive | 2 | 1 | 2 500 |
| Quite positively | 17 | 17 | 40 400 | |
| Quite negatively | 34 | 37 | 93 400 | |
| Very negative | 43 | 39 | 98 500 | |
| Can not say | 4 | 6 | 15 200 | |
| Other websites | Very positive | 3 | 2 | 5 000 |
| Quite positively | 38 | 30 | 70 700 | |
| Quite negatively | 34 | 34 | 88 400 | |
| Very negative | 14 | 13 | 32 800 | |
| Can not say | 11 | 20 | 55 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 5 | 12 600 |
| Quite positively | 46 | 45 | 113 600 | |
| Quite negatively | 29 | 34 | 88 400 | |
| Very negative | 13 | 11 | 27 800 | |
| Can not say | 4 | 5 | 12 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 5 000 |
| Quite positively | 35 | 30 | 73 200 | |
| Quite negatively | 33 | 35 | 88 400 | |
| Very negative | 20 | 20 | 50 500 | |
| Can not say | 7 | 12 | 32 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 50 500 |
| Quite positively | 46 | 52 | 131 300 | |
| Quite negatively | 17 | 14 | 32 800 | |
| Very negative | 14 | 9 | 22 700 | |
| Can not say | 5 | 5 | 15 200 | |
| Out-of-home advertising | Very positive | 11 | 8 | 20 200 |
| Quite positively | 52 | 48 | 118 700 | |
| Quite negatively | 21 | 24 | 60 600 | |
| Very negative | 9 | 8 | 20 200 | |
| Can not say | 8 | 13 | 35 400 | 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 | 19 | 48 000 |
| Partially agree | 60 | 65 | 164 100 | |
| Partially disagree | 11 | 9 | 22 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 9 | 5 | 12 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 15 | 37 900 |
| Partially agree | 57 | 64 | 161 600 | |
| Partially disagree | 14 | 11 | 27 800 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 8 | 6 | 15 200 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 22 | 53 000 |
| Partially agree | 46 | 40 | 101 000 | |
| Partially disagree | 12 | 10 | 25 200 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 15 | 23 | 60 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 29 | 70 700 |
| Partially agree | 49 | 52 | 133 800 | |
| Partially disagree | 7 | 5 | 12 600 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 11 | 30 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 15 | 37 900 |
| Partially agree | 51 | 54 | 136 400 | |
| Partially disagree | 14 | 14 | 37 900 | |
| Completely disagree | 3 | 1 | 2 500 | |
| Can not say | 16 | 15 | 37 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 10 | 25 200 |
| Partially agree | 52 | 53 | 133 800 | |
| Partially disagree | 18 | 20 | 50 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 15 | 37 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 24 | 58 100 |
| Partially agree | 58 | 61 | 154 000 | |
| Partially disagree | 9 | 8 | 22 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 6 | 15 200 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 12 600 |
| Partially agree | 25 | 27 | 68 200 | |
| Partially disagree | 23 | 23 | 58 100 | |
| Completely disagree | 36 | 33 | 85 800 | |
| Can not say | 10 | 11 | 27 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 50 500 |
| Partially agree | 33 | 40 | 101 000 | |
| Partially disagree | 29 | 26 | 63 100 | |
| Completely disagree | 17 | 13 | 30 300 | |
| Can not say | 5 | 3 | 5 000 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 22 700 |
| Partially agree | 45 | 45 | 113 600 | |
| Partially disagree | 28 | 28 | 70 700 | |
| Completely disagree | 10 | 10 | 25 200 | |
| Can not say | 10 | 8 | 20 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 27 800 |
| Partially agree | 35 | 31 | 75 800 | |
| Partially disagree | 23 | 24 | 63 100 | |
| Completely disagree | 23 | 26 | 68 200 | |
| Can not say | 9 | 8 | 20 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 700 |
| Partially agree | 33 | 35 | 88 400 | |
| Partially disagree | 27 | 26 | 65 600 | |
| Completely disagree | 24 | 24 | 60 600 | |
| Can not say | 8 | 6 | 12 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 37 900 |
| Partially agree | 50 | 53 | 133 800 | |
| Partially disagree | 19 | 18 | 45 400 | |
| Completely disagree | 13 | 11 | 25 200 | |
| Can not say | 5 | 3 | 7 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 25 200 |
| Partially agree | 29 | 34 | 85 800 | |
| Partially disagree | 27 | 26 | 65 600 | |
| Completely disagree | 29 | 26 | 65 600 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 500 |
| Partially agree | 18 | 9 | 20 200 | |
| Partially disagree | 33 | 32 | 80 800 | |
| Completely disagree | 38 | 43 | 111 100 | |
| Can not say | 10 | 15 | 40 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 22 | 55 600 |
| Partially agree | 41 | 49 | 128 800 | |
| Partially disagree | 23 | 17 | 40 400 | |
| Completely disagree | 12 | 6 | 15 200 | |
| Can not say | 8 | 5 | 12 600 | 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 | 32 800 |
| Newspapers | 12 | 17 | 45 400 | |
| Magazine websites | 7 | 4 | 7 600 | |
| Newspaper websites | 8 | 7 | 15 200 | |
| Blogs | 3 | 1 | 2 500 | |
| Social media | 16 | 8 | 17 700 | |
| Other websites | 44 | 33 | 78 300 | |
| Television | 11 | 10 | 25 200 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 10 | 13 | 35 400 | |
| None of these | 39 | 47 | 123 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 20 | 53 000 |
| Newspapers | 15 | 26 | 68 200 | |
| Magazine websites | 9 | 7 | 15 200 | |
| Newspaper websites | 11 | 11 | 25 200 | |
| Blogs | 6 | 2 | 2 500 | |
| Social media | 28 | 14 | 32 800 | |
| Other websites | 50 | 38 | 88 400 | |
| Television | 19 | 20 | 53 000 | |
| Radio | 3 | 3 | 7 600 | |
| Direct mail | 35 | 47 | 121 200 | |
| None of these | 16 | 19 | 48 000 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 31 | 78 300 |
| Newspapers | 8 | 14 | 37 900 | |
| Magazine websites | 10 | 12 | 27 800 | |
| Newspaper websites | 7 | 7 | 17 700 | |
| Blogs | 7 | 4 | 7 600 | |
| Social media | 31 | 19 | 40 400 | |
| Other websites | 17 | 15 | 35 400 | |
| Television | 14 | 20 | 53 000 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 17 | 29 | 75 800 | |
| None of these | 43 | 37 | 96 000 | |
| Information sources, travel | Print magazines | 16 | 23 | 60 600 |
| Newspapers | 15 | 24 | 65 600 | |
| Magazine websites | 10 | 9 | 20 200 | |
| Newspaper websites | 11 | 11 | 25 200 | |
| Blogs | 12 | 5 | 10 100 | |
| Social media | 38 | 24 | 53 000 | |
| Other websites | 49 | 43 | 103 500 | |
| Television | 17 | 18 | 45 400 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 9 | 15 | 40 400 | |
| None of these | 25 | 26 | 68 200 | |
| Information sources, style and fashion | Print magazines | 22 | 36 | 93 400 |
| Newspapers | 11 | 19 | 50 500 | |
| Magazine websites | 12 | 12 | 25 200 | |
| Newspaper websites | 8 | 9 | 20 200 | |
| Blogs | 9 | 4 | 7 600 | |
| Social media | 37 | 23 | 50 500 | |
| Other websites | 34 | 29 | 68 200 | |
| Television | 18 | 20 | 50 500 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 25 | 37 | 96 000 | |
| None of these | 28 | 26 | 65 600 | |
| Information sources, building and renovating | Print magazines | 17 | 23 | 55 600 |
| Newspapers | 13 | 19 | 48 000 | |
| Magazine websites | 9 | 8 | 17 700 | |
| Newspaper websites | 9 | 9 | 20 200 | |
| Blogs | 7 | 3 | 5 000 | |
| Social media | 26 | 13 | 25 200 | |
| Other websites | 33 | 25 | 58 100 | |
| Television | 18 | 18 | 42 900 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 27 | 36 | 93 400 | |
| None of these | 31 | 35 | 90 900 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 49 | 123 700 |
| Newspapers | 25 | 37 | 96 000 | |
| Magazine websites | 21 | 21 | 48 000 | |
| Newspaper websites | 23 | 21 | 48 000 | |
| Blogs | 14 | 7 | 12 600 | |
| Social media | 45 | 29 | 65 600 | |
| Other websites | 32 | 24 | 55 600 | |
| Television | 29 | 34 | 85 800 | |
| Radio | 7 | 6 | 15 200 | |
| Direct mail | 26 | 38 | 98 500 | |
| None of these | 11 | 8 | 20 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 12 | 30 300 |
| Newspapers | 10 | 16 | 42 900 | |
| Magazine websites | 3 | 3 | 7 600 | |
| Newspaper websites | 5 | 6 | 15 200 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 9 | 20 200 | |
| Other websites | 27 | 22 | 53 000 | |
| Television | 12 | 16 | 42 900 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 16 | 23 | 60 600 | |
| None of these | 52 | 47 | 118 700 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 34 | 85 800 |
| Newspapers | 14 | 22 | 55 600 | |
| Magazine websites | 11 | 10 | 20 200 | |
| Newspaper websites | 9 | 9 | 20 200 | |
| Blogs | 7 | 4 | 7 600 | |
| Social media | 31 | 17 | 37 900 | |
| Other websites | 31 | 22 | 50 500 | |
| Television | 19 | 21 | 53 000 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 31 | 43 | 111 100 | |
| None of these | 24 | 24 | 63 100 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 25 200 |
| Newspapers | 11 | 15 | 37 900 | |
| Magazine websites | 6 | 4 | 7 600 | |
| Newspaper websites | 11 | 8 | 17 700 | |
| Blogs | 7 | 3 | 5 000 | |
| Social media | 22 | 9 | 17 700 | |
| Other websites | 32 | 22 | 50 500 | |
| Television | 8 | 8 | 20 200 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 6 | 15 200 | |
| None of these | 44 | 57 | 149 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 21 | 55 600 |
| Newspapers | 13 | 20 | 53 000 | |
| Magazine websites | 8 | 8 | 17 700 | |
| Newspaper websites | 9 | 9 | 22 700 | |
| Blogs | 5 | 2 | 5 000 | |
| Social media | 26 | 18 | 40 400 | |
| Other websites | 39 | 34 | 80 800 | |
| Television | 13 | 15 | 37 900 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 15 | 24 | 60 600 | |
| None of these | 36 | 31 | 80 800 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 17 | 45 400 |
| Newspapers | 16 | 24 | 63 100 | |
| Magazine websites | 7 | 6 | 12 600 | |
| Newspaper websites | 9 | 11 | 25 200 | |
| Blogs | 5 | 3 | 5 000 | |
| Social media | 26 | 13 | 27 800 | |
| Other websites | 42 | 30 | 68 200 | |
| Television | 14 | 16 | 40 400 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 30 | 42 | 108 600 | |
| None of these | 28 | 29 | 75 800 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 13 | 30 300 |
| Well-being and health | 50 | 65 | 164 100 | |
| Charity work | 13 | 15 | 35 400 | |
| Self development | 32 | 28 | 65 600 | |
| Celebrities | 14 | 17 | 40 400 | |
| Fishing | 16 | 10 | 25 200 | |
| Beauty care and cosmetics | 16 | 17 | 37 900 | |
| Literature | 27 | 43 | 106 000 | |
| Domestic and foreign news | 52 | 56 | 136 400 | |
| Domestic travel | 32 | 34 | 83 300 | |
| Culture | 33 | 44 | 108 600 | |
| Crafts | 25 | 36 | 93 400 | |
| Nature and going outdoor | 52 | 56 | 141 400 | |
| Hunting | 10 | 4 | 10 100 | |
| Style and fashion | 20 | 23 | 58 100 | |
| Music and concerts | 36 | 40 | 98 500 | |
| Going on summer cottage | 29 | 27 | 65 600 | |
| Local affairs | 55 | 67 | 169 200 | |
| Computer/console/mobile playing | 17 | 6 | 15 200 | |
| Politics | 42 | 44 | 106 000 | |
| Gardening and plants | 30 | 44 | 108 600 | |
| Building and renovating | 34 | 29 | 68 200 | |
| Food and drink | 38 | 35 | 83 300 | |
| Cooking, baking, recipes | 38 | 46 | 116 200 | |
| Investment | 23 | 18 | 42 900 | |
| Decorating | 28 | 36 | 85 800 | |
| Economic and finances | 35 | 32 | 78 300 | |
| Science | 35 | 24 | 53 000 | |
| Travelling abroad | 34 | 28 | 65 600 | |
| Sports, exercising | 45 | 35 | 88 400 | |
| Sailing, boating | 10 | 4 | 10 100 | |
| Consumer electronics and information technology | 21 | 9 | 20 200 | |
| Environmental matters | 31 | 33 | 78 300 | |
| 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
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Vastaava päätoimittaja
- Minna McGill
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- et-lehti@sanoma.com