Suomen Luonto
Kansikuva Suomen Luonto 2025

Suomen Luonto

Suomen Luonto “Nature of Finland” is Finland’s largest nature magazine. The magazine is published by The Finnish Association for Nature Conservation. The editor in chief is Mr. Heikki Vasamies. Suomen Luonto deals with current topics in nature and environment and delivers both news and in-depth articles about Finnish nature. The magazine has ten issues per year. It has a circulation of over 24 000 and over 150 000 readers. Suomen Luonto was established in 1941.

Issues per year

10 issues per year

Copies

24 000

Magazine website

http://www.suomenluonto.fi

Magazine in Social Media
Suomen luonnonsuojeluliitto ry Consumer magazines Nature, farming and forestry
NRS Nature conservation Nature Hiking Photography Environment Environmental affairs

Timetables

Issue Issue Booking Date Material Date Themes and info
1 17.1.2025 5.12.2024 19.12.2024
2 21.2.2025 16.1.2025 30.1.2025
3 28.3.2025 20.2.2025 6.3.2025
4 5.5.2025 27.3.2025 10.4.2025
5 13.6.2025 8.5.2025 22.5.2025
6 22.8.2025 24.7.2025 31.7.2025
7 19.9.2025 14.8.2025 28.8.2025
8 17.10.2025 11.9.2025 25.9.2025
9 14.11.2025 9.10.2025 23.10.2025
10 12.12.2025 6.11.2025 20.11.2025

Ei aikatauluja vuodelle 2026.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 landscape Not specified 440 x 297 mm 5 mm 4 400 €
1/1 portrait Not specified 220x297 mm 5 mm 2 375 €
takakansi portrait Back cover 220x267 mm 5 mm 3 200 €
1/2 portrait Not specified 110 x 297 mm 5 mm 1 650 €
1/2 landscape Not specified 220 x 148 mm 5 mm 1 650 €
1/4 portrait Not specified 90x133 mm *) 825 €
1/8 landscape Not specified 90x65 mm *) 450 €
43x50 portrait Not specified 43 x 50 mm *) 125 €
*) size without marginal Prices valid until 31.12.2025
Size

220 x 297 mm

Printing method

Offset

Binding

Liimasidonta

Printer

Printall AS

Delivery of ad material and instructions

ilmoitukset@sll.fi

ICC profile

Technical information

Terms of delivery

Check the delivery conditions from the publisher

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

220 x 297 mm

Printing method

Offset

Binding

Liimasidonta

Printer

Printall AS

Delivery of ad material and instructions

ilmoitukset@sll.fi

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Desktop Parade 2000x500 px px 1 100 € / Month
Desktop Box 600x600 px px 490 € / Month
Desktop Banner 600x300 px 350 € / Month
Prices valid until 31.12.2025
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2026

Readers

Readers
161 200
Total reach
236 800
How many times read
2,3
Minutes of reading
70 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 161 200
Minutes of reading70 min
How many times read2,3
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 58 93 500
Men 49 42 67 700
Native language Finnish 95 98 158 000
Swedish 5 2 3 200
Age 15-24 y 13 7 11 300
25-34 y 14 7 11 300
35-44 y 14 11 17 700
45-54 y 14 11 17 700
55-64 y 15 18 29 000
65+ y 30 47 75 800
Gender + age Female 15-29 years 9 5 8 100
Female 30-49 years 14 13 21 000
Female 50+ years 28 40 64 500
Male 15-29 years 10 4 6 400
Male 30-49 years 15 8 12 900
Male 50+ years 24 31 50 000
Household position Lives at home with parents 7 4 6 400
Lives alone 29 27 43 500
Lives with spouse 36 47 75 800
Lives with spouse and children 24 18 29 000
Single parent 2 2 3 200
Other 3 2 3 200
Grandchildren under 18 years of age Yes 20 27 43 500
No 39 50 80 600
No answer (under 45 year olds) 41 24 38 700
Education Elementary school 4 4 6 400
Secondary school 6 6 9 700
Vocational 27 18 29 000
High school 13 11 17 700
University of Applied Sciences 20 17 27 400
University 28 41 66 100
Something else 2 3 4 800
Decision-maker in grocery purchases Yes 93 93 149 900
No 6 7 11 300
Can not say 1 1 1 600
Use of glasses or contact lenses Yes 68 79 127 300
No 32 21 33 900
Size of the household 1 pers 28 26 41 900
2 pers 38 50 80 600
3 pers 14 9 14 500
4 pers 12 9 14 500
5+ pers 7 5 8 100
Household income (gross) Below 20 000 € /y 10 8 12 900
20 000 - 35 000 € /y 17 18 29 000
35 001 - 50 000 € /y 18 19 30 600
50 001 - 85 000 € /y 21 22 35 500
85 001 - 100 000 € /y 8 10 16 100
Over 100 000 € /y 10 11 17 700
Dont want to tell 5 5 8 100
Cant say / No answer 10 6 9 700
Family with kids Yes 32 24 38 700
No 68 76 122 500
Number of children in the household (5th grade) 1 child 13 10 16 100
2 children 13 10 16 100
3 children 5 4 6 400
4 children 1 1 1 600
5+ children 1 0 0
There are no children 67 76 122 500
Doesn't want to answer 0 0 0
Pets in household Cat 16 15 24 200
Dog 26 23 37 100
Some other pet 5 5 8 100
No pets 61 64 103 200
Health services used in the household Public health services 85 86 138 600
Employer - funded health care services 50 43 69 300
Private, self-funded healthcare services 39 49 79 000
Private health insurance services 26 23 37 100
No health care 1 1 1 600
Can not say 1 1 1 600
Housing Apartment 32 29 46 700
Row house or semi-detached house 17 18 29 000
Detached house 46 48 77 400
Farm 4 5 8 100
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 76 83 133 800
Rented residence 20 13 21 000
Right of residence apartment 2 1 1 600
Something else 1 2 3 200
Can not say 1 0 0
Cottage or holiday home in regular use Yes 41 48 77 400
No 58 52 83 800
Can not say 1 1 1 600
Number of cars in household One car 45 53 85 400
Two cars 30 29 46 700
Three or more cars 10 6 9 700
No car 14 12 19 300
Type of car, if buying now New 21 26 41 900
Used 70 65 104 800
Company car 5 3 4 800
Leasing (personal) 9 11 17 700
Shared car 3 4 6 400
Doesn't use a car 8 8 12 900
Can not say 5 5 8 100
Advertising ban at the door / mailbox Yes 27 25 40 300
No 72 74 119 300
Can not say 1 1 1 600
Using AdBlocker or similar application Yes 19 13 21 000
No 76 81 130 600
Can not say 5 5 8 100
Type of municipality (7 class) Greater Helsinki 19 21 33 900
Turku or Tampere 8 7 11 300
Oulu 4 3 4 800
70 000 - 150 000 inhabitants town 14 15 24 200
Urban municipality 25 26 41 900
Conurbation 16 15 24 200
Countryside 13 13 21 000
Source: NRS 2025
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 23 37 100
5-6 days a week 4 6 9 700
1-4 days a week 24 34 54 800
Monthly 25 27 43 500
Rarely 26 10 16 100
Never 8 1 1 600
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 24 38 700
5-6 days a week 5 6 9 700
1-4 days a week 20 22 35 500
Monthly 15 15 24 200
Rarely 23 20 32 200
Never 13 12 19 300
Can not say 1 1 1 600
The frequency of reading: Print newspapers or afternoon papers Daily 25 43 69 300
5-6 days a week 5 7 11 300
1-4 days a week 23 23 37 100
Monthly 15 11 17 700
Rarely 24 12 19 300
Never 8 3 4 800
Can not say 1 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 54 58 93 500
5-6 days a week 9 10 16 100
1-4 days a week 17 13 21 000
Monthly 6 7 11 300
Rarely 8 8 12 900
Never 5 5 8 100
Can not say 0 0 0
The frequency of reading: Free and free delivery newspapers Daily 4 5 8 100
5-6 days a week 4 5 8 100
1-4 days a week 41 45 72 500
Monthly 18 18 29 000
Rarely 23 19 30 600
Never 9 7 11 300
Can not say 1 1 1 600
The frequency of watching: Free online TV services Daily 17 20 32 200
5-6 days a week 10 12 19 300
1-4 days a week 30 29 46 700
Monthly 21 18 29 000
Rarely 15 13 21 000
Never 6 8 12 900
Can not say 1 1 1 600
The frequency of watching: Pay TV and streaming services Daily 15 14 22 600
5-6 days a week 10 9 14 500
1-4 days a week 22 17 27 400
Monthly 9 8 12 900
Rarely 13 12 19 300
Never 30 39 62 900
Can not say 1 1 1 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 44 56 90 300
5-6 days a week 10 12 19 300
1-4 days a week 19 15 24 200
Monthly 12 6 9 700
Rarely 12 7 11 300
Never 3 3 4 800
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 38 61 300
5-6 days a week 12 13 21 000
1-4 days a week 22 19 30 600
Monthly 12 10 16 100
Rarely 13 11 17 700
Never 8 8 12 900
Can not say 0 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 21 31 50 000
5-6 days a week 6 6 9 700
1-4 days a week 16 17 27 400
Monthly 13 11 17 700
Rarely 27 23 37 100
Never 15 12 19 300
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 16 15 24 200
5-6 days a week 9 8 12 900
1-4 days a week 21 20 32 200
Monthly 14 14 22 600
Rarely 23 22 35 500
Never 16 19 30 600
Can not say 1 1 1 600
The frequency of listening: Podcasts Daily 6 4 6 400
5-6 days a week 3 2 3 200
1-4 days a week 11 11 17 700
Monthly 14 13 21 000
Rarely 27 27 43 500
Never 36 40 64 500
Can not say 2 3 4 800
User frequency and following: Social media Daily 59 55 88 700
5-6 days a week 8 7 11 300
1-4 days a week 8 7 11 300
Monthly 3 2 3 200
Rarely 6 6 9 700
Never 16 22 35 500
Can not say 0 1 1 600
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 14 9 14 500
5-6 days a week 6 4 6 400
1-4 days a week 13 11 17 700
Monthly 8 8 12 900
Rarely 20 19 30 600
Never 38 48 77 400
Can not say 1 1 1 600
User frequency: Instant messaging Daily 69 63 101 600
5-6 days a week 11 12 19 300
1-4 days a week 9 11 17 700
Monthly 3 3 4 800
Rarely 2 2 3 200
Never 6 9 14 500
Can not say 0 0 0
Reading frequency: Printed books Daily 16 24 38 700
5-6 days a week 6 7 11 300
1-4 days a week 14 16 25 800
Monthly 22 21 33 900
Rarely 34 27 43 500
Never 7 5 8 100
Can not say 1 1 1 600
Reading frequency: E-books Daily 3 3 4 800
5-6 days a week 1 2 3 200
1-4 days a week 4 4 6 400
Monthly 7 6 9 700
Rarely 30 28 45 100
Never 53 56 90 300
Can not say 1 1 1 600
Listening frequency: Audiobooks Daily 6 5 8 100
5-6 days a week 3 3 4 800
1-4 days a week 6 5 8 100
Monthly 8 6 9 700
Rarely 23 21 33 900
Never 54 59 95 100
Can not say 1 0 0
Usage/viewing frequency: YouTube Daily 19 13 21 000
5-6 days a week 9 7 11 300
1-4 days a week 23 22 35 500
Monthly 21 23 37 100
Rarely 17 20 32 200
Never 10 14 22 600
Can not say 0 1 1 600
Usage/following: Linkedl Daily 4 3 4 800
5-6 days a week 2 2 3 200
1-4 days a week 8 9 14 500
Monthly 8 7 11 300
Rarely 12 12 19 300
Never 59 58 93 500
Cant say / No answer 6 8 12 900
Usage/following: Facebook Daily 39 40 64 500
5-6 days a week 8 8 12 900
1-4 days a week 11 9 14 500
Monthly 6 4 6 400
Rarely 9 8 12 900
Never 22 24 38 700
Cant say / No answer 4 7 11 300
Usage/Following: Instagram Daily 32 26 41 900
5-6 days a week 7 7 11 300
1-4 days a week 9 8 12 900
Monthly 5 5 8 100
Rarely 9 10 16 100
Never 33 38 61 300
Cant say / No answer 5 7 11 300
Usage/following rate: Snapchat Daily 15 7 11 300
5-6 days a week 2 1 1 600
1-4 days a week 3 2 3 200
Monthly 2 1 1 600
Rarely 5 4 6 400
Never 69 76 122 500
Cant say / No answer 5 8 12 900
Usage/Following: Twitter Daily 5 4 6 400
5-6 days a week 2 2 3 200
1-4 days a week 4 4 6 400
Monthly 5 3 4 800
Rarely 11 9 14 500
Never 68 72 116 100
Cant say / No answer 5 7 11 300
Usage/Following: TikTok Daily 10 5 8 100
5-6 days a week 3 1 1 600
1-4 days a week 4 4 6 400
Monthly 3 2 3 200
Rarely 8 6 9 700
Never 68 74 119 300
Cant say / No answer 4 7 11 300
Source: NRS 2025
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 14 12 19 300
Partially agree 43 39 62 900
Partially disagree 30 32 51 600
Completely disagree 10 13 21 000
Can not say 3 3 4 800
I prefer domestic products Completely agree 33 35 56 400
Partially agree 55 55 88 700
Partially disagree 9 8 12 900
Completely disagree 1 1 1 600
Can not say 2 1 1 600
I consciously make responsible choices in my consumption Completely agree 20 25 40 300
Partially agree 54 56 90 300
Partially disagree 18 14 22 600
Completely disagree 4 3 4 800
Can not say 3 2 3 200
When shopping, quality is more important to me than price Completely agree 23 26 41 900
Partially agree 58 60 96 700
Partially disagree 15 11 17 700
Completely disagree 1 1 1 600
Can not say 2 2 3 200
I usually choose the cheapest option Completely agree 12 9 14 500
Partially agree 48 46 74 200
Partially disagree 33 38 61 300
Completely disagree 5 6 9 700
Can not say 2 2 3 200
I often take advantage of discount and campaign prices in my purchases Completely agree 37 33 53 200
Partially agree 50 52 83 800
Partially disagree 9 11 17 700
Completely disagree 2 3 4 800
Can not say 1 1 1 600
In my circle of friends, I am often the first to try new things Completely agree 6 5 8 100
Partially agree 24 23 37 100
Partially disagree 38 37 59 600
Completely disagree 24 25 40 300
Can not say 9 11 17 700
In my opinion, money is for consumption and not for saving Completely agree 5 4 6 400
Partially agree 36 35 56 400
Partially disagree 45 45 72 500
Completely disagree 11 12 19 300
Can not say 4 4 6 400
I prefer local shops and services Completely agree 27 31 50 000
Partially agree 58 59 95 100
Partially disagree 11 8 12 900
Completely disagree 1 1 1 600
Can not say 2 2 3 200
I want to see advertising targeted to me based on my online behavior Completely agree 4 3 4 800
Partially agree 28 25 40 300
Partially disagree 29 27 43 500
Completely disagree 32 38 61 300
Can not say 7 6 9 700
When I want a certain brand of product, the price doesn't matter Completely agree 9 8 12 900
Partially agree 32 36 58 000
Partially disagree 37 34 54 800
Completely disagree 20 19 30 600
Can not say 2 2 3 200
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 19 30 600
Partially agree 50 52 83 800
Partially disagree 24 22 35 500
Completely disagree 6 5 8 100
Can not say 4 2 3 200
Ecology is an important purchase reason for me Completely agree 17 21 33 900
Partially agree 51 56 90 300
Partially disagree 22 16 25 800
Completely disagree 6 4 6 400
Can not say 3 2 3 200
I prefer well-known brands Completely agree 12 11 17 700
Partially agree 58 60 96 700
Partially disagree 21 19 30 600
Completely disagree 5 6 9 700
Can not say 3 4 6 400
I prefer used products in my purchases Completely agree 14 13 21 000
Partially agree 41 36 58 000
Partially disagree 31 32 51 600
Completely disagree 12 15 24 200
Can not say 3 5 8 100
Source: NRS 2025
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 13 21 000
Quite positively 61 62 99 900
Quite negatively 16 16 25 800
Very negative 4 4 6 400
Can not say 6 5 8 100
Magazines Very positive 13 13 21 000
Quite positively 60 63 101 600
Quite negatively 17 15 24 200
Very negative 4 4 6 400
Can not say 6 5 8 100
Free and local newspapers Very positive 24 24 38 700
Quite positively 56 55 88 700
Quite negatively 11 11 17 700
Very negative 4 3 4 800
Can not say 6 6 9 700
Newspaper/Magazine websites or applications Very positive 7 7 11 300
Quite positively 45 41 66 100
Quite negatively 30 31 50 000
Very negative 10 10 16 100
Can not say 8 11 17 700
Social media (Facebook, Instagram etc.) Very positive 6 5 8 100
Quite positively 33 29 46 700
Quite negatively 32 31 50 000
Very negative 17 19 30 600
Can not say 12 17 27 400
Blogs Very positive 4 4 6 400
Quite positively 25 20 32 200
Quite negatively 29 27 43 500
Very negative 16 18 29 000
Can not say 26 31 50 000
Newsletters to email Very positive 2 2 3 200
Quite positively 17 16 25 800
Quite negatively 34 33 53 200
Very negative 43 45 72 500
Can not say 4 4 6 400
Other websites Very positive 3 3 4 800
Quite positively 38 33 53 200
Quite negatively 34 35 56 400
Very negative 14 14 22 600
Can not say 11 16 25 800
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 7 6 9 700
Quite positively 46 45 72 500
Quite negatively 29 31 50 000
Very negative 13 14 22 600
Can not say 4 5 8 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 3 4 800
Quite positively 35 32 51 600
Quite negatively 33 35 56 400
Very negative 20 22 35 500
Can not say 7 8 12 900
Home delivered advertisements and catalogues Very positive 19 19 30 600
Quite positively 46 48 77 400
Quite negatively 17 13 21 000
Very negative 14 14 22 600
Can not say 5 5 8 100
Out-of-home advertising Very positive 11 11 17 700
Quite positively 52 48 77 400
Quite negatively 21 21 33 900
Very negative 9 9 14 500
Can not say 8 11 17 700
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 21 33 900
Partially agree 60 62 99 900
Partially disagree 11 8 12 900
Completely disagree 3 3 4 800
Can not say 9 6 9 700
I stop and disconnect from hectic everyday life by reading magazines. Completely agree 16 17 27 400
Partially agree 57 60 96 700
Partially disagree 14 11 17 700
Completely disagree 5 4 6 400
Can not say 8 7 11 300
A professional magazine keeps me up to date on professional matters Completely agree 23 25 40 300
Partially agree 46 46 74 200
Partially disagree 12 10 16 100
Completely disagree 5 4 6 400
Can not say 15 15 24 200
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 56 400
Partially agree 49 49 79 000
Partially disagree 7 5 8 100
Completely disagree 2 2 3 200
Can not say 10 9 14 500
Finnish magazines offer reliable comparisons and tests Completely agree 16 18 29 000
Partially agree 51 51 82 200
Partially disagree 14 13 21 000
Completely disagree 3 2 3 200
Can not say 16 16 25 800
Finnish magazines offer reliable product recommendations Completely agree 11 11 17 700
Partially agree 52 50 80 600
Partially disagree 18 19 30 600
Completely disagree 3 2 3 200
Can not say 17 17 27 400
Finnish magazines are of high quality Completely agree 23 26 41 900
Partially agree 58 59 95 100
Partially disagree 9 8 12 900
Completely disagree 1 1 1 600
Can not say 9 6 9 700
I follow important magazines on social media Completely agree 7 7 11 300
Partially agree 25 25 40 300
Partially disagree 23 23 37 100
Completely disagree 36 36 58 000
Can not say 10 8 12 900
I read important magazines from cover to cover Completely agree 16 22 35 500
Partially agree 33 36 58 000
Partially disagree 29 26 41 900
Completely disagree 17 13 21 000
Can not say 5 3 4 800
Ads in magazines make new things familiar Completely agree 7 8 12 900
Partially agree 45 45 72 500
Partially disagree 28 28 45 100
Completely disagree 10 10 16 100
Can not say 10 8 12 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 10 9 14 500
Partially agree 35 35 56 400
Partially disagree 23 25 40 300
Completely disagree 23 24 38 700
Can not say 9 7 11 300
I have purchased products based on the ad in magazine Completely agree 9 9 14 500
Partially agree 33 34 54 800
Partially disagree 27 28 45 100
Completely disagree 24 23 37 100
Can not say 8 6 9 700
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 13 13 21 000
Partially agree 50 54 87 000
Partially disagree 19 18 29 000
Completely disagree 13 12 19 300
Can not say 5 3 4 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 9 9 14 500
Partially agree 29 30 48 400
Partially disagree 27 28 45 100
Completely disagree 29 29 46 700
Can not say 7 4 6 400
I trust product recommendations from social media influencers Completely agree 2 1 1 600
Partially agree 18 14 22 600
Partially disagree 33 31 50 000
Completely disagree 38 44 70 900
Can not say 10 10 16 100
The free customer magazine is an important customer benefit for me Completely agree 16 14 22 600
Partially agree 41 44 70 900
Partially disagree 23 23 37 100
Completely disagree 12 12 19 300
Can not say 8 6 9 700
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 21 000
Newspapers 12 18 29 000
Magazine websites 7 8 12 900
Newspaper websites 8 10 16 100
Blogs 3 2 3 200
Social media 16 10 16 100
Other websites 44 39 62 900
Television 11 12 19 300
Radio 2 3 4 800
Direct mail 10 11 17 700
None of these 39 41 66 100
Information sources, consumer electronics and information technology Print magazines 13 18 29 000
Newspapers 15 23 37 100
Magazine websites 9 10 16 100
Newspaper websites 11 11 17 700
Blogs 6 5 8 100
Social media 28 22 35 500
Other websites 50 45 72 500
Television 19 20 32 200
Radio 3 3 4 800
Direct mail 35 40 64 500
None of these 16 18 29 000
Information sources, beauty care and cosmetics Print magazines 18 24 38 700
Newspapers 8 10 16 100
Magazine websites 10 10 16 100
Newspaper websites 7 7 11 300
Blogs 7 7 11 300
Social media 31 25 40 300
Other websites 17 14 22 600
Television 14 16 25 800
Radio 2 3 4 800
Direct mail 17 21 33 900
None of these 43 44 70 900
Information sources, travel Print magazines 16 22 35 500
Newspapers 15 23 37 100
Magazine websites 10 11 17 700
Newspaper websites 11 13 21 000
Blogs 12 9 14 500
Social media 38 32 51 600
Other websites 49 49 79 000
Television 17 19 30 600
Radio 3 3 4 800
Direct mail 9 11 17 700
None of these 25 23 37 100
Information sources, style and fashion Print magazines 22 30 48 400
Newspapers 11 17 27 400
Magazine websites 12 13 21 000
Newspaper websites 8 10 16 100
Blogs 9 8 12 900
Social media 37 30 48 400
Other websites 34 33 53 200
Television 18 19 30 600
Radio 2 2 3 200
Direct mail 25 29 46 700
None of these 28 26 41 900
Information sources, building and renovating Print magazines 17 23 37 100
Newspapers 13 19 30 600
Magazine websites 9 10 16 100
Newspaper websites 9 10 16 100
Blogs 7 6 9 700
Social media 26 22 35 500
Other websites 33 32 51 600
Television 18 20 32 200
Radio 2 2 3 200
Direct mail 27 32 51 600
None of these 31 28 45 100
Information sources, food, cooking and baking Print magazines 35 45 72 500
Newspapers 25 37 59 600
Magazine websites 21 21 33 900
Newspaper websites 23 23 37 100
Blogs 14 12 19 300
Social media 45 36 58 000
Other websites 32 28 45 100
Television 29 30 48 400
Radio 7 7 11 300
Direct mail 26 31 50 000
None of these 11 9 14 500
Information sources, eyeglasses, contact lenses or sunglasses Print magazines 6 8 12 900
Newspapers 10 14 22 600
Magazine websites 3 3 4 800
Newspaper websites 5 5 8 100
Blogs 1 2 3 200
Social media 12 10 16 100
Other websites 27 25 40 300
Television 12 13 21 000
Radio 2 1 1 600
Direct mail 16 20 32 200
None of these 52 50 80 600
Information sources, decorating and furniture purchases Print magazines 23 31 50 000
Newspapers 14 19 30 600
Magazine websites 11 14 22 600
Newspaper websites 9 9 14 500
Blogs 7 6 9 700
Social media 31 26 41 900
Other websites 31 26 41 900
Television 19 20 32 200
Radio 2 1 1 600
Direct mail 31 36 58 000
None of these 24 23 37 100
Information sources, saving and investing Print magazines 9 12 19 300
Newspapers 11 15 24 200
Magazine websites 6 6 9 700
Newspaper websites 11 10 16 100
Blogs 7 5 8 100
Social media 22 14 22 600
Other websites 32 29 46 700
Television 8 9 14 500
Radio 3 3 4 800
Direct mail 4 5 8 100
None of these 44 44 70 900
Information sources, health and wellbeing products / services Print magazines 13 18 29 000
Newspapers 13 17 27 400
Magazine websites 8 7 11 300
Newspaper websites 9 9 14 500
Blogs 5 4 6 400
Social media 26 23 37 100
Other websites 39 39 62 900
Television 13 12 19 300
Radio 3 3 4 800
Direct mail 15 18 29 000
None of these 36 33 53 200
Information sources, purchase of sportswear, -footwear or -equipment Print magazines 12 16 25 800
Newspapers 16 22 35 500
Magazine websites 7 8 12 900
Newspaper websites 9 9 14 500
Blogs 5 5 8 100
Social media 26 20 32 200
Other websites 42 39 62 900
Television 14 13 21 000
Radio 2 2 3 200
Direct mail 30 34 54 800
None of these 28 27 43 500
Source: NRS 2025
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 25 16 25 800
Well-being and health 50 56 90 300
Charity work 13 24 38 700
Self development 32 35 56 400
Celebrities 14 10 16 100
Fishing 16 21 33 900
Beauty care and cosmetics 16 11 17 700
Literature 27 43 69 300
Domestic and foreign news 52 64 103 200
Domestic travel 32 39 62 900
Culture 33 53 85 400
Crafts 25 28 45 100
Nature and going outdoor 52 77 124 100
Hunting 10 12 19 300
Style and fashion 20 17 27 400
Music and concerts 36 42 67 700
Going on summer cottage 29 31 50 000
Local affairs 55 63 101 600
Computer/console/mobile playing 17 9 14 500
Politics 42 50 80 600
Gardening and plants 30 45 72 500
Building and renovating 34 34 54 800
Food and drink 38 34 54 800
Cooking, baking, recipes 38 44 70 900
Investment 23 17 27 400
Decorating 28 28 45 100
Economic and finances 35 30 48 400
Science 35 50 80 600
Travelling abroad 34 25 40 300
Sports, exercising 45 43 69 300
Sailing, boating 10 10 16 100
Consumer electronics and information technology 21 15 24 200
Environmental matters 31 59 95 100
None of the above 0 0 0
Purchases made and planned
Planned acquisitions in the househould over the next 2 years Building a house 2 2 3 200
Buying an apartment 11 9 14 500
Home renovation 27 28 45 100
Buying a car 27 24 38 700
Buying a boat 3 2 3 200
None of these 51 53 85 400
Purchases in the last 12 months Furniture and furnishings 44 42 67 700
Repair and construction products 39 40 64 500
Domestic appliances 38 38 61 300
Electronics or IT products 49 47 75 800
Cars 19 15 24 200
Clothing and footwear 84 84 135 400
Eyeglasses, contact lenses or sunglasses 36 39 62 900
Sports clothing, footwear or equipment 58 56 90 300
Saving or investing products or services 29 29 46 700
Cosmetics and beauty products 49 51 82 200
Mobile phones 29 24 38 700
Travels 50 52 83 800
Products and services for health and well-being 61 66 106 400
None of the above 1 1 1 600
Intentions to purchase within 12 months Furniture and furnishings 30 26 41 900
Repair and construction products 33 34 54 800
Domestic appliances 18 17 27 400
Electronics or IT products 27 22 35 500
Cars 14 11 17 700
Clothing and footwear 67 67 108 000
Eyeglasses, contact lenses or sunglasses 27 28 45 100
Sports clothing, footwear or equipment 44 40 64 500
Saving or investing products or services 24 24 38 700
Cosmetics and beauty products 38 40 64 500
Mobile phones 16 14 22 600
Travels 46 50 80 600
Products and services for health and well-being 49 56 90 300
None of the above 6 5 8 100
Will consider switching over the next 12 months Bank 7 6 9 700
Insurance company 11 10 16 100
electric company 17 16 25 800
Internet Connection 10 8 12 900
Phone-subscription 14 12 19 300
None of the above 48 53 85 400
Can not say 18 16 25 800
Uses of extra money Magazines, books, movies 16 21 33 900
Eating, drinking, partying in a restaurant 35 32 51 600
Exercise hobbies and equipment 28 25 40 300
Cultural events (e.g. concerts, theater, festivals) 36 42 67 700
Renovation, decoration 23 22 35 500
Health services and one's own well-being 22 25 40 300
Travelling 44 46 74 200
Entertainment electronics and information technology equipment, mobile phones 14 10 16 100
Clothes, shoes and bags 22 17 27 400
Home services (cleaning and other housekeeping services) 5 8 12 900
Car, boat, motorcycle 11 10 16 100
Cosmetics and beauty care 12 10 16 100
Saving, investing 49 49 79 000
Other 8 7 11 300
There is no extra money after mandatory expenses 8 7 11 300
Can not say 3 3 4 800
Source: NRS 2025

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

Total reach 236 800
Only print
Only print
Print and online
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 54 93 500
Men 49 46 67 700
Native language Finnish 95 97 158 000
Swedish 5 3 3 200
Age 15-24 y 13 9 11 300
25-34 y 14 9 11 300
35-44 y 14 11 17 700
45-54 y 14 12 17 700
55-64 y 15 18 29 000
65+ y 30 42 75 800
Gender + age Female 15-29 years 9 6 8 100
Female 30-49 years 14 12 21 000
Female 50+ years 28 36 64 500
Male 15-29 years 10 6 6 400
Male 30-49 years 15 10 12 900
Male 50+ years 24 30 50 000
Household position Lives at home with parents 7 6 6 400
Lives alone 29 28 43 500
Lives with spouse 36 44 75 800
Lives with spouse and children 24 19 29 000
Single parent 2 2 3 200
Other 3 2 3 200
Grandchildren under 18 years of age Yes 20 25 43 500
No 39 47 80 600
No answer (under 45 year olds) 41 29 38 700
Education Elementary school 4 4 6 400
Secondary school 6 6 9 700
Vocational 27 21 29 000
High school 13 11 17 700
University of Applied Sciences 20 17 27 400
University 28 38 66 100
Something else 2 3 4 800
Decision-maker in grocery purchases Yes 93 92 149 900
No 6 7 11 300
Can not say 1 1 1 600
Use of glasses or contact lenses Yes 68 76 127 300
No 32 24 33 900
Size of the household 1 pers 28 28 41 900
2 pers 38 46 80 600
3 pers 14 10 14 500
4 pers 12 9 14 500
5+ pers 7 7 8 100
Household income (gross) Below 20 000 € /y 10 9 12 900
20 000 - 35 000 € /y 17 18 29 000
35 001 - 50 000 € /y 18 19 30 600
50 001 - 85 000 € /y 21 21 35 500
85 001 - 100 000 € /y 8 10 16 100
Over 100 000 € /y 10 10 17 700
Dont want to tell 5 5 8 100
Cant say / No answer 10 8 9 700
Family with kids Yes 32 25 38 700
No 68 75 122 500
Number of children in the household (5th grade) 1 child 13 10 16 100
2 children 13 10 16 100
3 children 5 4 6 400
4 children 1 1 1 600
5+ children 1 1 0
There are no children 67 74 122 500
Doesn't want to answer 0 0 0
Pets in household Cat 16 16 24 200
Dog 26 24 37 100
Some other pet 5 5 8 100
No pets 61 62 103 200
Health services used in the household Public health services 85 86 138 600
Employer - funded health care services 50 45 69 300
Private, self-funded healthcare services 39 47 79 000
Private health insurance services 26 23 37 100
No health care 1 1 1 600
Can not say 1 1 1 600
Housing Apartment 32 31 46 700
Row house or semi-detached house 17 17 29 000
Detached house 46 47 77 400
Farm 4 5 8 100
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 76 81 133 800
Rented residence 20 16 21 000
Right of residence apartment 2 1 1 600
Something else 1 1 3 200
Can not say 1 1 0
Cottage or holiday home in regular use Yes 41 46 77 400
No 58 53 83 800
Can not say 1 1 1 600
Number of cars in household One car 45 51 85 400
Two cars 30 30 46 700
Three or more cars 10 7 9 700
No car 14 13 19 300
Type of car, if buying now New 21 24 41 900
Used 70 65 104 800
Company car 5 3 4 800
Leasing (personal) 9 11 17 700
Shared car 3 4 6 400
Doesn't use a car 8 9 12 900
Can not say 5 5 8 100
Advertising ban at the door / mailbox Yes 27 25 40 300
No 72 74 119 300
Can not say 1 1 1 600
Using AdBlocker or similar application Yes 19 16 21 000
No 76 79 130 600
Can not say 5 5 8 100
Type of municipality (7 class) Greater Helsinki 19 21 33 900
Turku or Tampere 8 8 11 300
Oulu 4 3 4 800
70 000 - 150 000 inhabitants town 14 15 24 200
Urban municipality 25 25 41 900
Conurbation 16 15 24 200
Countryside 13 13 21 000
Source: NRS 2025
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 20 37 100
5-6 days a week 4 6 9 700
1-4 days a week 24 32 54 800
Monthly 25 26 43 500
Rarely 26 15 16 100
Never 8 2 1 600
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 25 38 700
5-6 days a week 5 6 9 700
1-4 days a week 20 23 35 500
Monthly 15 15 24 200
Rarely 23 20 32 200
Never 13 11 19 300
Can not say 1 1 1 600
The frequency of reading: Print newspapers or afternoon papers Daily 25 38 69 300
5-6 days a week 5 7 11 300
1-4 days a week 23 24 37 100
Monthly 15 13 17 700
Rarely 24 16 19 300
Never 8 3 4 800
Can not say 1 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 54 59 93 500
5-6 days a week 9 10 16 100
1-4 days a week 17 13 21 000
Monthly 6 6 11 300
Rarely 8 7 12 900
Never 5 4 8 100
Can not say 0 0 0
The frequency of reading: Free and free delivery newspapers Daily 4 5 8 100
5-6 days a week 4 5 8 100
1-4 days a week 41 43 72 500
Monthly 18 18 29 000
Rarely 23 21 30 600
Never 9 7 11 300
Can not say 1 1 1 600
The frequency of watching: Free online TV services Daily 17 19 32 200
5-6 days a week 10 11 19 300
1-4 days a week 30 30 46 700
Monthly 21 18 29 000
Rarely 15 13 21 000
Never 6 7 12 900
Can not say 1 0 1 600
The frequency of watching: Pay TV and streaming services Daily 15 14 22 600
5-6 days a week 10 10 14 500
1-4 days a week 22 18 27 400
Monthly 9 8 12 900
Rarely 13 12 19 300
Never 30 37 62 900
Can not say 1 1 1 600
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 44 53 90 300
5-6 days a week 10 11 19 300
1-4 days a week 19 16 24 200
Monthly 12 8 9 700
Rarely 12 8 11 300
Never 3 3 4 800
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 36 61 300
5-6 days a week 12 13 21 000
1-4 days a week 22 20 30 600
Monthly 12 10 16 100
Rarely 13 12 17 700
Never 8 8 12 900
Can not say 0 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 21 29 50 000
5-6 days a week 6 7 9 700
1-4 days a week 16 16 27 400
Monthly 13 13 17 700
Rarely 27 23 37 100
Never 15 12 19 300
Can not say 1 1 0
The frequency of listening: Programs of commercial radio channels Daily 16 15 24 200
5-6 days a week 9 8 12 900
1-4 days a week 21 21 32 200
Monthly 14 14 22 600
Rarely 23 22 35 500
Never 16 18 30 600
Can not say 1 1 1 600
The frequency of listening: Podcasts Daily 6 5 6 400
5-6 days a week 3 3 3 200
1-4 days a week 11 11 17 700
Monthly 14 13 21 000
Rarely 27 27 43 500
Never 36 38 64 500
Can not say 2 2 4 800
User frequency and following: Social media Daily 59 56 88 700
5-6 days a week 8 7 11 300
1-4 days a week 8 7 11 300
Monthly 3 2 3 200
Rarely 6 6 9 700
Never 16 20 35 500
Can not say 0 1 1 600
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 14 10 14 500
5-6 days a week 6 5 6 400
1-4 days a week 13 11 17 700
Monthly 8 8 12 900
Rarely 20 19 30 600
Never 38 45 77 400
Can not say 1 1 1 600
User frequency: Instant messaging Daily 69 64 101 600
5-6 days a week 11 12 19 300
1-4 days a week 9 11 17 700
Monthly 3 3 4 800
Rarely 2 2 3 200
Never 6 8 14 500
Can not say 0 0 0
Reading frequency: Printed books Daily 16 22 38 700
5-6 days a week 6 7 11 300
1-4 days a week 14 15 25 800
Monthly 22 22 33 900
Rarely 34 29 43 500
Never 7 5 8 100
Can not say 1 1 1 600
Reading frequency: E-books Daily 3 3 4 800
5-6 days a week 1 2 3 200
1-4 days a week 4 4 6 400
Monthly 7 6 9 700
Rarely 30 29 45 100
Never 53 54 90 300
Can not say 1 1 1 600
Listening frequency: Audiobooks Daily 6 5 8 100
5-6 days a week 3 3 4 800
1-4 days a week 6 5 8 100
Monthly 8 6 9 700
Rarely 23 22 33 900
Never 54 57 95 100
Can not say 1 0 0
Usage/viewing frequency: YouTube Daily 19 15 21 000
5-6 days a week 9 8 11 300
1-4 days a week 23 23 35 500
Monthly 21 22 37 100
Rarely 17 19 32 200
Never 10 12 22 600
Can not say 0 0 1 600
Usage/following: Linkedl Daily 4 3 4 800
5-6 days a week 2 3 3 200
1-4 days a week 8 9 14 500
Monthly 8 7 11 300
Rarely 12 13 19 300
Never 59 58 93 500
Cant say / No answer 6 8 12 900
Usage/following: Facebook Daily 39 39 64 500
5-6 days a week 8 8 12 900
1-4 days a week 11 10 14 500
Monthly 6 5 6 400
Rarely 9 8 12 900
Never 22 24 38 700
Cant say / No answer 4 6 11 300
Usage/Following: Instagram Daily 32 27 41 900
5-6 days a week 7 8 11 300
1-4 days a week 9 8 12 900
Monthly 5 5 8 100
Rarely 9 10 16 100
Never 33 36 61 300
Cant say / No answer 5 6 11 300
Usage/following rate: Snapchat Daily 15 9 11 300
5-6 days a week 2 2 1 600
1-4 days a week 3 2 3 200
Monthly 2 2 1 600
Rarely 5 4 6 400
Never 69 74 122 500
Cant say / No answer 5 7 12 900
Usage/Following: Twitter Daily 5 4 6 400
5-6 days a week 2 2 3 200
1-4 days a week 4 4 6 400
Monthly 5 4 4 800
Rarely 11 11 14 500
Never 68 69 116 100
Cant say / No answer 5 7 11 300
Usage/Following: TikTok Daily 10 7 8 100
5-6 days a week 3 2 1 600
1-4 days a week 4 4 6 400
Monthly 3 2 3 200
Rarely 8 7 9 700
Never 68 72 119 300
Cant say / No answer 4 6 11 300
Source: NRS 2025
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 14 13 19 300
Partially agree 43 39 62 900
Partially disagree 30 32 51 600
Completely disagree 10 13 21 000
Can not say 3 3 4 800
I prefer domestic products Completely agree 33 34 56 400
Partially agree 55 56 88 700
Partially disagree 9 8 12 900
Completely disagree 1 1 1 600
Can not say 2 1 1 600
I consciously make responsible choices in my consumption Completely agree 20 24 40 300
Partially agree 54 56 90 300
Partially disagree 18 15 22 600
Completely disagree 4 3 4 800
Can not say 3 2 3 200
When shopping, quality is more important to me than price Completely agree 23 26 41 900
Partially agree 58 59 96 700
Partially disagree 15 12 17 700
Completely disagree 1 1 1 600
Can not say 2 2 3 200
I usually choose the cheapest option Completely agree 12 9 14 500
Partially agree 48 47 74 200
Partially disagree 33 37 61 300
Completely disagree 5 6 9 700
Can not say 2 2 3 200
I often take advantage of discount and campaign prices in my purchases Completely agree 37 33 53 200
Partially agree 50 53 83 800
Partially disagree 9 10 17 700
Completely disagree 2 3 4 800
Can not say 1 1 1 600
In my circle of friends, I am often the first to try new things Completely agree 6 5 8 100
Partially agree 24 23 37 100
Partially disagree 38 37 59 600
Completely disagree 24 25 40 300
Can not say 9 10 17 700
In my opinion, money is for consumption and not for saving Completely agree 5 5 6 400
Partially agree 36 36 56 400
Partially disagree 45 45 72 500
Completely disagree 11 11 19 300
Can not say 4 4 6 400
I prefer local shops and services Completely agree 27 30 50 000
Partially agree 58 59 95 100
Partially disagree 11 8 12 900
Completely disagree 1 1 1 600
Can not say 2 1 3 200
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 4 800
Partially agree 28 26 40 300
Partially disagree 29 28 43 500
Completely disagree 32 36 61 300
Can not say 7 6 9 700
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 12 900
Partially agree 32 35 58 000
Partially disagree 37 36 54 800
Completely disagree 20 19 30 600
Can not say 2 2 3 200
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 19 30 600
Partially agree 50 51 83 800
Partially disagree 24 22 35 500
Completely disagree 6 5 8 100
Can not say 4 2 3 200
Ecology is an important purchase reason for me Completely agree 17 20 33 900
Partially agree 51 55 90 300
Partially disagree 22 17 25 800
Completely disagree 6 5 6 400
Can not say 3 2 3 200
I prefer well-known brands Completely agree 12 11 17 700
Partially agree 58 60 96 700
Partially disagree 21 19 30 600
Completely disagree 5 6 9 700
Can not say 3 4 6 400
I prefer used products in my purchases Completely agree 14 14 21 000
Partially agree 41 36 58 000
Partially disagree 31 32 51 600
Completely disagree 12 15 24 200
Can not say 3 4 8 100
Source: NRS 2025
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 13 21 000
Quite positively 61 61 99 900
Quite negatively 16 16 25 800
Very negative 4 4 6 400
Can not say 6 5 8 100
Magazines Very positive 13 13 21 000
Quite positively 60 62 101 600
Quite negatively 17 15 24 200
Very negative 4 4 6 400
Can not say 6 6 8 100
Free and local newspapers Very positive 24 24 38 700
Quite positively 56 57 88 700
Quite negatively 11 11 17 700
Very negative 4 3 4 800
Can not say 6 6 9 700
Newspaper/Magazine websites or applications Very positive 7 7 11 300
Quite positively 45 43 66 100
Quite negatively 30 31 50 000
Very negative 10 10 16 100
Can not say 8 10 17 700
Social media (Facebook, Instagram etc.) Very positive 6 5 8 100
Quite positively 33 30 46 700
Quite negatively 32 31 50 000
Very negative 17 18 30 600
Can not say 12 15 27 400
Blogs Very positive 4 4 6 400
Quite positively 25 22 32 200
Quite negatively 29 28 43 500
Very negative 16 18 29 000
Can not say 26 29 50 000
Newsletters to email Very positive 2 2 3 200
Quite positively 17 16 25 800
Quite negatively 34 34 53 200
Very negative 43 44 72 500
Can not say 4 3 6 400
Other websites Very positive 3 3 4 800
Quite positively 38 34 53 200
Quite negatively 34 35 56 400
Very negative 14 14 22 600
Can not say 11 14 25 800
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 7 6 9 700
Quite positively 46 44 72 500
Quite negatively 29 31 50 000
Very negative 13 14 22 600
Can not say 4 4 8 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 4 4 800
Quite positively 35 32 51 600
Quite negatively 33 35 56 400
Very negative 20 21 35 500
Can not say 7 8 12 900
Home delivered advertisements and catalogues Very positive 19 19 30 600
Quite positively 46 48 77 400
Quite negatively 17 15 21 000
Very negative 14 14 22 600
Can not say 5 5 8 100
Out-of-home advertising Very positive 11 11 17 700
Quite positively 52 49 77 400
Quite negatively 21 22 33 900
Very negative 9 9 14 500
Can not say 8 10 17 700
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 20 33 900
Partially agree 60 62 99 900
Partially disagree 11 9 12 900
Completely disagree 3 3 4 800
Can not say 9 7 9 700
I stop and disconnect from hectic everyday life by reading magazines. Completely agree 16 17 27 400
Partially agree 57 59 96 700
Partially disagree 14 12 17 700
Completely disagree 5 4 6 400
Can not say 8 7 11 300
A professional magazine keeps me up to date on professional matters Completely agree 23 24 40 300
Partially agree 46 46 74 200
Partially disagree 12 10 16 100
Completely disagree 5 4 6 400
Can not say 15 15 24 200
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 56 400
Partially agree 49 48 79 000
Partially disagree 7 6 8 100
Completely disagree 2 2 3 200
Can not say 10 9 14 500
Finnish magazines offer reliable comparisons and tests Completely agree 16 18 29 000
Partially agree 51 52 82 200
Partially disagree 14 13 21 000
Completely disagree 3 2 3 200
Can not say 16 16 25 800
Finnish magazines offer reliable product recommendations Completely agree 11 11 17 700
Partially agree 52 52 80 600
Partially disagree 18 19 30 600
Completely disagree 3 2 3 200
Can not say 17 17 27 400
Finnish magazines are of high quality Completely agree 23 26 41 900
Partially agree 58 59 95 100
Partially disagree 9 8 12 900
Completely disagree 1 1 1 600
Can not say 9 7 9 700
I follow important magazines on social media Completely agree 7 8 11 300
Partially agree 25 26 40 300
Partially disagree 23 23 37 100
Completely disagree 36 36 58 000
Can not say 10 8 12 900
I read important magazines from cover to cover Completely agree 16 20 35 500
Partially agree 33 35 58 000
Partially disagree 29 27 41 900
Completely disagree 17 14 21 000
Can not say 5 3 4 800
Ads in magazines make new things familiar Completely agree 7 7 12 900
Partially agree 45 46 72 500
Partially disagree 28 28 45 100
Completely disagree 10 10 16 100
Can not say 10 8 12 900
I have searched the internet for more information about a product advertised in a magazine Completely agree 10 9 14 500
Partially agree 35 35 56 400
Partially disagree 23 24 40 300
Completely disagree 23 24 38 700
Can not say 9 7 11 300
I have purchased products based on the ad in magazine Completely agree 9 8 14 500
Partially agree 33 34 54 800
Partially disagree 27 28 45 100
Completely disagree 24 24 37 100
Can not say 8 6 9 700
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 13 13 21 000
Partially agree 50 52 87 000
Partially disagree 19 18 29 000
Completely disagree 13 13 19 300
Can not say 5 4 4 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 9 8 14 500
Partially agree 29 29 48 400
Partially disagree 27 28 45 100
Completely disagree 29 30 46 700
Can not say 7 5 6 400
I trust product recommendations from social media influencers Completely agree 2 1 1 600
Partially agree 18 14 22 600
Partially disagree 33 32 50 000
Completely disagree 38 43 70 900
Can not say 10 10 16 100
The free customer magazine is an important customer benefit for me Completely agree 16 14 22 600
Partially agree 41 43 70 900
Partially disagree 23 24 37 100
Completely disagree 12 12 19 300
Can not say 8 7 9 700
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 21 000
Newspapers 12 16 29 000
Magazine websites 7 8 12 900
Newspaper websites 8 10 16 100
Blogs 3 3 3 200
Social media 16 12 16 100
Other websites 44 41 62 900
Television 11 12 19 300
Radio 2 3 4 800
Direct mail 10 10 17 700
None of these 39 41 66 100
Information sources, consumer electronics and information technology Print magazines 13 17 29 000
Newspapers 15 21 37 100
Magazine websites 9 11 16 100
Newspaper websites 11 12 17 700
Blogs 6 6 8 100
Social media 28 24 35 500
Other websites 50 47 72 500
Television 19 19 32 200
Radio 3 3 4 800
Direct mail 35 38 64 500
None of these 16 18 29 000
Information sources, beauty care and cosmetics Print magazines 18 22 38 700
Newspapers 8 9 16 100
Magazine websites 10 10 16 100
Newspaper websites 7 7 11 300
Blogs 7 7 11 300
Social media 31 26 40 300
Other websites 17 15 22 600
Television 14 15 25 800
Radio 2 3 4 800
Direct mail 17 19 33 900
None of these 43 44 70 900
Information sources, travel Print magazines 16 21 35 500
Newspapers 15 21 37 100
Magazine websites 10 11 17 700
Newspaper websites 11 13 21 000
Blogs 12 11 14 500
Social media 38 33 51 600
Other websites 49 48 79 000
Television 17 18 30 600
Radio 3 3 4 800
Direct mail 9 9 17 700
None of these 25 24 37 100
Information sources, style and fashion Print magazines 22 27 48 400
Newspapers 11 15 27 400
Magazine websites 12 13 21 000
Newspaper websites 8 9 16 100
Blogs 9 8 12 900
Social media 37 32 48 400
Other websites 34 32 53 200
Television 18 18 30 600
Radio 2 2 3 200
Direct mail 25 27 46 700
None of these 28 27 41 900
Information sources, building and renovating Print magazines 17 21 37 100
Newspapers 13 17 30 600
Magazine websites 9 10 16 100
Newspaper websites 9 10 16 100
Blogs 7 6 9 700
Social media 26 23 35 500
Other websites 33 32 51 600
Television 18 20 32 200
Radio 2 2 3 200
Direct mail 27 30 51 600
None of these 31 29 45 100
Information sources, food, cooking and baking Print magazines 35 42 72 500
Newspapers 25 33 59 600
Magazine websites 21 22 33 900
Newspaper websites 23 24 37 100
Blogs 14 13 19 300
Social media 45 38 58 000
Other websites 32 30 45 100
Television 29 29 48 400
Radio 7 7 11 300
Direct mail 26 29 50 000
None of these 11 10 14 500
Information sources, eyeglasses, contact lenses or sunglasses Print magazines 6 7 12 900
Newspapers 10 12 22 600
Magazine websites 3 3 4 800
Newspaper websites 5 5 8 100
Blogs 1 2 3 200
Social media 12 11 16 100
Other websites 27 25 40 300
Television 12 13 21 000
Radio 2 1 1 600
Direct mail 16 19 32 200
None of these 52 51 80 600
Information sources, decorating and furniture purchases Print magazines 23 28 50 000
Newspapers 14 18 30 600
Magazine websites 11 13 22 600
Newspaper websites 9 9 14 500
Blogs 7 7 9 700
Social media 31 27 41 900
Other websites 31 28 41 900
Television 19 20 32 200
Radio 2 2 1 600
Direct mail 31 34 58 000
None of these 24 24 37 100
Information sources, saving and investing Print magazines 9 12 19 300
Newspapers 11 14 24 200
Magazine websites 6 6 9 700
Newspaper websites 11 10 16 100
Blogs 7 6 8 100
Social media 22 17 22 600
Other websites 32 31 46 700
Television 8 8 14 500
Radio 3 3 4 800
Direct mail 4 5 8 100
None of these 44 43 70 900
Information sources, health and wellbeing products / services Print magazines 13 16 29 000
Newspapers 13 15 27 400
Magazine websites 8 8 11 300
Newspaper websites 9 9 14 500
Blogs 5 4 6 400
Social media 26 23 37 100
Other websites 39 39 62 900
Television 13 11 19 300
Radio 3 3 4 800
Direct mail 15 17 29 000
None of these 36 34 53 200
Information sources, purchase of sportswear, -footwear or -equipment Print magazines 12 14 25 800
Newspapers 16 19 35 500
Magazine websites 7 7 12 900
Newspaper websites 9 10 14 500
Blogs 5 5 8 100
Social media 26 21 32 200
Other websites 42 40 62 900
Television 14 13 21 000
Radio 2 2 3 200
Direct mail 30 32 54 800
None of these 28 28 43 500
Source: NRS 2025
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 25 20 25 800
Well-being and health 50 54 90 300
Charity work 13 22 38 700
Self development 32 35 56 400
Celebrities 14 10 16 100
Fishing 16 20 33 900
Beauty care and cosmetics 16 11 17 700
Literature 27 41 69 300
Domestic and foreign news 52 61 103 200
Domestic travel 32 37 62 900
Culture 33 48 85 400
Crafts 25 26 45 100
Nature and going outdoor 52 72 124 100
Hunting 10 12 19 300
Style and fashion 20 16 27 400
Music and concerts 36 41 67 700
Going on summer cottage 29 30 50 000
Local affairs 55 62 101 600
Computer/console/mobile playing 17 11 14 500
Politics 42 51 80 600
Gardening and plants 30 42 72 500
Building and renovating 34 33 54 800
Food and drink 38 35 54 800
Cooking, baking, recipes 38 41 70 900
Investment 23 19 27 400
Decorating 28 26 45 100
Economic and finances 35 32 48 400
Science 35 49 80 600
Travelling abroad 34 26 40 300
Sports, exercising 45 42 69 300
Sailing, boating 10 9 16 100
Consumer electronics and information technology 21 18 24 200
Environmental matters 31 53 95 100
None of the above 0 0 0
Source: NRS 2025

Online & social media

Magazine website

http://www.suomenluonto.fi

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

Contact info

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

Myyntipäällikkö

  • Niina Tuulaskoski
  • niina.tuulaskoski@saarsalo.fi
Media

Publisher

  • Suomen luonnonsuojeluliitto ry

Publisher

  • Suomen luonnonsuojeluliitto ry

Päätoimittaja

  • Heikki Vasamies
 

Address

  • Itälahdenkatu 22 b
  • 00210 Helsinki

Postal address

  • Itälahdenkatu 22 b
  • 00210 Helsinki

Phone

Email

  • suomenluonto@sll.fi