Seura
Seura touches and entertains every week with an interesting and varied reading package. A subscriber to Seura does not need specialized magazines. It tells the survival stories of ordinary Finns and at the same time sharply tackles social grievances. Seura also meets public figures as well as royalty. Rich health content, nature, food, and travel stories, a crossword and game package, and a separately detachable TV-maailma (TV guide) are an important part of Seura’s content and distinctiveness. A Seura subscription also includes a digital magazine and a comprehensive magazine archive. Seura offers a wide range of reading material for both women and men on its pages every week – and on Seura.fi every day. The Seura reader is particularly interested in health and well-being, cooking, science and nature, books, culture, tourism, cottages, and gardening
Issues per year
49 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 10.12.2024 | 12.12.2024 | Teresa's Food: Prepare classic home-cooked dishes in a lighter way. New tools for weight management. |
| 2 | 9.1.2025 | 13.12.2024 | 18.12.2024 | Health Theme: Muscle fitness and its enhancement. |
| 3 | 16.1.2025 | 23.12.2024 | 27.12.2024 | Health and Wellness: Current health topic. |
| 4 | 23.1.2025 | 3.1.2025 | 9.1.2025 | How to Treat Back Pain. |
| 5 | 30.1.2025 | 13.1.2025 | 16.1.2025 | How to Stay Healthy and Energetic: Also discussing nutrition and dietary supplements. |
| 6 | 6.2.2025 | 20.1.2025 | 23.1.2025 | Teresa's Food: Easy air fryer recipes. Hit recipes for beginners. Health and wellness, current health topic. |
| 7 | 13.2.2025 | 27.1.2025 | 30.1.2025 | Health Theme: Winter skin problems. |
| 8 | 20.2.2025 | 3.2.2025 | 6.2.2025 | Reading package on genealogy. Health Theme: well-being for the brain. |
| 9 | 27.2.2025 | 10.2.2025 | 13.2.2025 | Help for Exhaustion and Fatigue: Also discussing diet and dietary supplements. |
| 10 | 6.3.2025 | 17.2.2025 | 20.2.2025 | Teresa's Food: Spring soups made easily and affordably. Treatment for a stuffy nose. |
| 11 | 13.3.2025 | 24.2.2025 | 27.2.2025 | Health Theme: Joint wellness. |
| 12 | 20.3.2025 | 3.3.2025 | 6.3.2025 | Health Theme: Good treatment for hemorrhoids. |
| 13 | 27.3.2025 | 10.3.2025 | 13.3.2025 | How to Calm the Nervous System. |
| 14 | 3.4.2025 | 17.3.2025 | 20.3.2025 | Teresa's Food: New ideas from familiar dough. Fresh ideas for classic dough. Health and wellness, current health topic. |
| 15 | 10.4.2025 | 24.3.2025 | 27.3.2025 | Health Theme: Eye wellness. |
| 16 - 17 | 16.4.2025 | 28.3.2025 | 2.4.2025 | Easter's Abundant Double Issue. Health Theme: Breathing. |
| 18 | 30.4.2025 | 9.4.2025 | 14.4.2025 | Relief for Foot Pain. |
| 19 | 8.5.2025 | 16.4.2025 | 23.4.2025 | Teresa's Food: Grilling vegetables to accompany grilled meats or just for eating. Health Theme: Low blood pressure. |
| 20 | 15.5.2025 | 25.4.2025 | 30.4.2025 | How to Treat Toenail Problems. |
| 21 | 22.5.2025 | 5.5.2025 | 8.5.2025 | Health and Wellness: Current health topic. |
| 22 | 28.5.2025 | 9.5.2025 | 14.5.2025 | Health Theme: Wound care. |
| 23 | 5.6.2025 | 16.5.2025 | 21.5.2025 | Teresa's Food: Summer grilling menu. Easy treats for the Midsummer table. Health Theme: Letting go of worrying. |
| 24 | 12.6.2025 | 23.5.2025 | 28.5.2025 | Health Theme: Summer skin problems and skin protection. |
| 25 - 26 | 18.6.2025 | 30.5.2025 | 4.6.2025 | Midsummer's Lush Double Issue. Health Theme: Heart health. |
| 27 | 3.7.2025 | 13.6.2025 | 18.6.2025 | Reading Package: Domestic nature travel. Teresa's Food: Garden berry delights. Make use of the summer berry harvest in baking and desserts. Health and wellness, current health topic. |
| 28 | 10.7.2025 | 23.6.2025 | 26.6.2025 | Health Theme: Intimate problems. |
| 29 | 17.7.2025 | 30.6.2025 | 3.7.2025 | Health Theme: Testosterone. |
| 30 | 24.7.2025 | 7.7.2025 | 10.7.2025 | Health Theme: Dizziness. |
| 31 | 31.7.2025 | 14.7.2025 | 17.7.2025 | Health Theme: Intestinal problems and their treatment. |
| 32 | 7.8.2025 | 21.7.2025 | 24.7.2025 | Teresa's Food: Affordable seasonal vegetables. Health Theme: Skin problems. |
| 33 | 14.8.2025 | 28.7.2025 | 31.7.2025 | Help for Tension Neck and Its Pain. |
| 34 | 21.8.2025 | 4.8.2025 | 7.8.2025 | How to Treat Groin Pain? |
| 35 | 28.8.2025 | 11.8.2025 | 14.8.2025 | Health theme: urinary tract infection. |
| 36 | 4.9.2025 | 18.8.2025 | 21.8.2025 | Teresa's Food: The most delightful mushroom treats. Health Theme: Skin problems. |
| 37 | 11.9.2025 | 25.8.2025 | 28.8.2025 | Health and Wellness: Current health topic. |
| 38 | 18.9.2025 | 1.9.2025 | 4.9.2025 | Reading package. Keep your memory sharp. Here's how to support memory and brain function. Discussing diet and supplements. |
| 39 | 25.9.2025 | 8.9.2025 | 11.9.2025 | Is Your Elbow Hurting? Recognize and Treat Tennis Elbow. |
| 40 | 2.10.2025 | 15.9.2025 | 18.9.2025 | Teresa's Food: Autumn in a pot. Long-simmered stews. Health Theme: Eye wellness. |
| 41 | 9.10.2025 | 22.9.2025 | 25.9.2025 | Help for Constipation with Home Remedies. |
| 42 | 16.10.2025 | 29.9.2025 | 2.10.2025 | Theme: Prevent and Treat Urinary Incontinence. |
| 43 | 23.10.2025 | 6.10.2025 | 9.10.2025 | Health and Wellness: Current health topic. |
| 44 | 30.10.2025 | 13.10.2025 | 16.10.2025 | Theme: Well-being of the stomach. |
| 45 | 6.11.2025 | 20.10.2025 | 23.10.2025 | How to Prepare for the Loss of a Loved One. Teresa's Food: Christmas baking and candies. Treats for the Christmas table and gift packages. Health Theme: How to Boost Your Mood? Also discussing nutrition and dietary supplements. |
| 46 | 13.11.2025 | 27.10.2025 | 30.10.2025 | Theme: Oral health. |
| 47 | 20.11.2025 | 3.11.2025 | 6.11.2025 | Theme: Relief for Prostate Problems. |
| 48 | 27.11.2025 | 10.11.2025 | 13.11.2025 | Help for Sleep Apnea and Snoring. |
| 49 | 4.12.2025 | 17.11.2025 | 20.11.2025 | Teresa's Food: New companions for the ham - vegetables and casseroles in a new way. Health and wellness, current health topic. |
| 50 | 11.12.2025 | 24.11.2025 | 27.11.2025 | Pain Relief with Home Remedies. |
| 51 - 52 | 18.12.2025 | 1.12.2025 | 4.12.2025 | Christmas Double Issue. Help for Heartburn. |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 280 mm | 5 mm | 11 790 € |
| 1/1 portrait | Not specified | 210 x 280 mm | 5 mm | 6 550 € |
| 1/1 portrait | 2. Cover | 210 x 280 mm | 5 mm | 7 210 € |
| Takakansi portrait | Back cover | 210 x 250 mm | 5 mm | 7 210 € |
| 1/2 portrait | Not specified | 102 x 280 mm | 5 mm | 4 460 € |
| 1/2 landscape | Not specified | 210 x 136 mm | 5 mm | 4 460 € |
| 1/4 portrait | Not specified | 52 x 280 mm | 5 mm | 3 280 € |
| 1/4 landscape | Not specified | 210 x 68 mm | 5 mm | 3 280 € | *) size without marginal Prices valid until 31.12.2025 |
Size
210 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
210 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980×400 px | 30 € / CPM (Cost per thousand) | ||
| Desktop | 980×120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300×500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×750 px | 16 € / CPM (Cost per thousand) | ||
| Desktop | 468×400 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 560×400 px | 14 € / CPM (Cost per thousand) | ||
| Desktop | 160×600 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×300 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×150 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | px | 18 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 40 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
157 700
Total reach
431 700
How many times read
2,2
Minutes of reading
76 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 157 700
Minutes of reading76 min
How many times read2,2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 61 | 96 200 |
| Men | 49 | 39 | 61 500 | |
| Native language | Finnish | 95 | 99 | 156 100 |
| Swedish | 5 | 1 | 1 600 | |
| Age | 15-24 y | 13 | 1 | 1 600 |
| 25-34 y | 14 | 2 | 3 200 | |
| 35-44 y | 14 | 3 | 4 700 | |
| 45-54 y | 14 | 7 | 11 000 | |
| 55-64 y | 15 | 14 | 22 100 | |
| 65+ y | 30 | 72 | 113 500 | |
| Gender + age | Female 15-29 years | 9 | 1 | 1 600 |
| Female 30-49 years | 14 | 5 | 7 900 | |
| Female 50+ years | 28 | 55 | 86 700 | |
| Male 15-29 years | 10 | 1 | 1 600 | |
| Male 30-49 years | 15 | 4 | 6 300 | |
| Male 50+ years | 24 | 34 | 53 600 | |
| Household position | Lives at home with parents | 7 | 1 | 1 600 |
| Lives alone | 29 | 33 | 52 000 | |
| Lives with spouse | 36 | 53 | 83 600 | |
| Lives with spouse and children | 24 | 9 | 14 200 | |
| Single parent | 2 | 1 | 1 600 | |
| Other | 3 | 3 | 4 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 35 | 55 200 |
| No | 39 | 58 | 91 500 | |
| No answer (under 45 year olds) | 41 | 7 | 11 000 | |
| Education | Elementary school | 4 | 13 | 20 500 |
| Secondary school | 6 | 9 | 14 200 | |
| Vocational | 27 | 33 | 52 000 | |
| High school | 13 | 9 | 14 200 | |
| University of Applied Sciences | 20 | 12 | 18 900 | |
| University | 28 | 20 | 31 500 | |
| Something else | 2 | 4 | 6 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 148 200 |
| No | 6 | 5 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 88 | 138 800 |
| No | 32 | 12 | 18 900 | |
| Size of the household | 1 pers | 28 | 34 | 53 600 |
| 2 pers | 38 | 54 | 85 200 | |
| 3 pers | 14 | 7 | 11 000 | |
| 4 pers | 12 | 3 | 4 700 | |
| 5+ pers | 7 | 2 | 3 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 14 200 |
| 20 000 - 35 000 € /y | 17 | 30 | 47 300 | |
| 35 001 - 50 000 € /y | 18 | 25 | 39 400 | |
| 50 001 - 85 000 € /y | 21 | 18 | 28 400 | |
| 85 001 - 100 000 € /y | 8 | 5 | 7 900 | |
| Over 100 000 € /y | 10 | 6 | 9 500 | |
| Dont want to tell | 5 | 5 | 7 900 | |
| Cant say / No answer | 10 | 4 | 6 300 | |
| Family with kids | Yes | 32 | 11 | 17 300 |
| No | 68 | 89 | 140 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 6 | 9 500 |
| 2 children | 13 | 3 | 4 700 | |
| 3 children | 5 | 1 | 1 600 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 89 | 140 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 13 | 20 500 |
| Dog | 26 | 19 | 30 000 | |
| Some other pet | 5 | 4 | 6 300 | |
| No pets | 61 | 69 | 108 800 | |
| Health services used in the household | Public health services | 85 | 90 | 141 900 |
| Employer - funded health care services | 50 | 22 | 34 700 | |
| Private, self-funded healthcare services | 39 | 49 | 77 300 | |
| Private health insurance services | 26 | 14 | 22 100 | |
| No health care | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 28 | 44 200 |
| Row house or semi-detached house | 17 | 19 | 30 000 | |
| Detached house | 46 | 47 | 74 100 | |
| Farm | 4 | 6 | 9 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 85 | 134 000 |
| Rented residence | 20 | 12 | 18 900 | |
| Right of residence apartment | 2 | 1 | 1 600 | |
| Something else | 1 | 1 | 1 600 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 72 500 |
| No | 58 | 54 | 85 200 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 52 | 82 000 |
| Two cars | 30 | 29 | 45 700 | |
| Three or more cars | 10 | 5 | 7 900 | |
| No car | 14 | 13 | 20 500 | |
| Type of car, if buying now | New | 21 | 28 | 44 200 |
| Used | 70 | 60 | 94 600 | |
| Company car | 5 | 1 | 1 600 | |
| Leasing (personal) | 9 | 7 | 11 000 | |
| Shared car | 3 | 1 | 1 600 | |
| Doesn't use a car | 8 | 11 | 17 300 | |
| Can not say | 5 | 5 | 7 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 15 | 23 700 |
| No | 72 | 84 | 132 500 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 7 | 11 000 |
| No | 76 | 85 | 134 000 | |
| Can not say | 5 | 7 | 11 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 9 | 14 200 |
| Turku or Tampere | 8 | 7 | 11 000 | |
| Oulu | 4 | 4 | 6 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 19 | 30 000 | |
| Urban municipality | 25 | 25 | 39 400 | |
| Conurbation | 16 | 16 | 25 200 | |
| Countryside | 13 | 20 | 31 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 27 | 42 600 |
| 5-6 days a week | 4 | 11 | 17 300 | |
| 1-4 days a week | 24 | 43 | 67 800 | |
| Monthly | 25 | 11 | 17 300 | |
| Rarely | 26 | 7 | 11 000 | |
| Never | 8 | 2 | 3 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 36 300 |
| 5-6 days a week | 5 | 4 | 6 300 | |
| 1-4 days a week | 20 | 19 | 30 000 | |
| Monthly | 15 | 9 | 14 200 | |
| Rarely | 23 | 22 | 34 700 | |
| Never | 13 | 21 | 33 100 | |
| Can not say | 1 | 2 | 3 200 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 51 | 80 400 |
| 5-6 days a week | 5 | 6 | 9 500 | |
| 1-4 days a week | 23 | 23 | 36 300 | |
| Monthly | 15 | 6 | 9 500 | |
| Rarely | 24 | 12 | 18 900 | |
| Never | 8 | 3 | 4 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 49 | 77 300 |
| 5-6 days a week | 9 | 9 | 14 200 | |
| 1-4 days a week | 17 | 16 | 25 200 | |
| Monthly | 6 | 3 | 4 700 | |
| Rarely | 8 | 11 | 17 300 | |
| Never | 5 | 12 | 18 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 7 900 |
| 5-6 days a week | 4 | 6 | 9 500 | |
| 1-4 days a week | 41 | 56 | 88 300 | |
| Monthly | 18 | 14 | 22 100 | |
| Rarely | 23 | 14 | 22 100 | |
| Never | 9 | 4 | 6 300 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 30 000 |
| 5-6 days a week | 10 | 11 | 17 300 | |
| 1-4 days a week | 30 | 27 | 42 600 | |
| Monthly | 21 | 15 | 23 700 | |
| Rarely | 15 | 15 | 23 700 | |
| Never | 6 | 13 | 20 500 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 9 | 14 200 |
| 5-6 days a week | 10 | 4 | 6 300 | |
| 1-4 days a week | 22 | 13 | 20 500 | |
| Monthly | 9 | 5 | 7 900 | |
| Rarely | 13 | 11 | 17 300 | |
| Never | 30 | 56 | 88 300 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 72 | 113 500 |
| 5-6 days a week | 10 | 8 | 12 600 | |
| 1-4 days a week | 19 | 11 | 17 300 | |
| Monthly | 12 | 3 | 4 700 | |
| Rarely | 12 | 4 | 6 300 | |
| Never | 3 | 1 | 1 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 55 | 86 700 |
| 5-6 days a week | 12 | 10 | 15 800 | |
| 1-4 days a week | 22 | 15 | 23 700 | |
| Monthly | 12 | 4 | 6 300 | |
| Rarely | 13 | 7 | 11 000 | |
| Never | 8 | 9 | 14 200 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 38 | 59 900 |
| 5-6 days a week | 6 | 9 | 14 200 | |
| 1-4 days a week | 16 | 15 | 23 700 | |
| Monthly | 13 | 9 | 14 200 | |
| Rarely | 27 | 19 | 30 000 | |
| Never | 15 | 8 | 12 600 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 22 100 |
| 5-6 days a week | 9 | 9 | 14 200 | |
| 1-4 days a week | 21 | 19 | 30 000 | |
| Monthly | 14 | 9 | 14 200 | |
| Rarely | 23 | 24 | 37 800 | |
| Never | 16 | 23 | 36 300 | |
| Can not say | 1 | 2 | 3 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 2 | 3 200 |
| 5-6 days a week | 3 | 1 | 1 600 | |
| 1-4 days a week | 11 | 5 | 7 900 | |
| Monthly | 14 | 8 | 12 600 | |
| Rarely | 27 | 29 | 45 700 | |
| Never | 36 | 52 | 82 000 | |
| Can not say | 2 | 3 | 4 700 | |
| User frequency and following: Social media | Daily | 59 | 48 | 75 700 |
| 5-6 days a week | 8 | 7 | 11 000 | |
| 1-4 days a week | 8 | 8 | 12 600 | |
| Monthly | 3 | 2 | 3 200 | |
| Rarely | 6 | 8 | 12 600 | |
| Never | 16 | 26 | 41 000 | |
| Can not say | 0 | 1 | 1 600 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 6 | 9 500 |
| 5-6 days a week | 6 | 2 | 3 200 | |
| 1-4 days a week | 13 | 8 | 12 600 | |
| Monthly | 8 | 5 | 7 900 | |
| Rarely | 20 | 20 | 31 500 | |
| Never | 38 | 59 | 93 000 | |
| Can not say | 1 | 1 | 1 600 | |
| User frequency: Instant messaging | Daily | 69 | 52 | 82 000 |
| 5-6 days a week | 11 | 13 | 20 500 | |
| 1-4 days a week | 9 | 15 | 23 700 | |
| Monthly | 3 | 4 | 6 300 | |
| Rarely | 2 | 5 | 7 900 | |
| Never | 6 | 10 | 15 800 | |
| Can not say | 0 | 1 | 1 600 | |
| Reading frequency: Printed books | Daily | 16 | 28 | 44 200 |
| 5-6 days a week | 6 | 6 | 9 500 | |
| 1-4 days a week | 14 | 14 | 22 100 | |
| Monthly | 22 | 18 | 28 400 | |
| Rarely | 34 | 28 | 44 200 | |
| Never | 7 | 5 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 3 200 |
| 5-6 days a week | 1 | 1 | 1 600 | |
| 1-4 days a week | 4 | 2 | 3 200 | |
| Monthly | 7 | 4 | 6 300 | |
| Rarely | 30 | 23 | 36 300 | |
| Never | 53 | 66 | 104 100 | |
| Can not say | 1 | 2 | 3 200 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 6 300 |
| 5-6 days a week | 3 | 2 | 3 200 | |
| 1-4 days a week | 6 | 3 | 4 700 | |
| Monthly | 8 | 6 | 9 500 | |
| Rarely | 23 | 15 | 23 700 | |
| Never | 54 | 68 | 107 200 | |
| Can not say | 1 | 2 | 3 200 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 9 | 14 200 |
| 5-6 days a week | 9 | 5 | 7 900 | |
| 1-4 days a week | 23 | 19 | 30 000 | |
| Monthly | 21 | 19 | 30 000 | |
| Rarely | 17 | 24 | 37 800 | |
| Never | 10 | 23 | 36 300 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 3 200 |
| 5-6 days a week | 2 | 1 | 1 600 | |
| 1-4 days a week | 8 | 4 | 6 300 | |
| Monthly | 8 | 4 | 6 300 | |
| Rarely | 12 | 9 | 14 200 | |
| Never | 59 | 70 | 110 400 | |
| Cant say / No answer | 6 | 10 | 15 800 | |
| Usage/following: Facebook | Daily | 39 | 41 | 64 700 |
| 5-6 days a week | 8 | 9 | 14 200 | |
| 1-4 days a week | 11 | 7 | 11 000 | |
| Monthly | 6 | 3 | 4 700 | |
| Rarely | 9 | 7 | 11 000 | |
| Never | 22 | 24 | 37 800 | |
| Cant say / No answer | 4 | 9 | 14 200 | |
| Usage/Following: Instagram | Daily | 32 | 17 | 26 800 |
| 5-6 days a week | 7 | 5 | 7 900 | |
| 1-4 days a week | 9 | 8 | 12 600 | |
| Monthly | 5 | 4 | 6 300 | |
| Rarely | 9 | 12 | 18 900 | |
| Never | 33 | 46 | 72 500 | |
| Cant say / No answer | 5 | 9 | 14 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 3 | 4 700 |
| 5-6 days a week | 2 | 1 | 1 600 | |
| 1-4 days a week | 3 | 1 | 1 600 | |
| Monthly | 2 | 1 | 1 600 | |
| Rarely | 5 | 3 | 4 700 | |
| Never | 69 | 81 | 127 700 | |
| Cant say / No answer | 5 | 10 | 15 800 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 4 700 |
| 5-6 days a week | 2 | 0 | 0 | |
| 1-4 days a week | 4 | 2 | 3 200 | |
| Monthly | 5 | 2 | 3 200 | |
| Rarely | 11 | 7 | 11 000 | |
| Never | 68 | 76 | 119 900 | |
| Cant say / No answer | 5 | 10 | 15 800 | |
| Usage/Following: TikTok | Daily | 10 | 2 | 3 200 |
| 5-6 days a week | 3 | 1 | 1 600 | |
| 1-4 days a week | 4 | 3 | 4 700 | |
| Monthly | 3 | 2 | 3 200 | |
| Rarely | 8 | 8 | 12 600 | |
| Never | 68 | 76 | 119 900 | |
| Cant say / No answer | 4 | 8 | 12 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 15 800 |
| Partially agree | 43 | 38 | 59 900 | |
| Partially disagree | 30 | 38 | 59 900 | |
| Completely disagree | 10 | 11 | 17 300 | |
| Can not say | 3 | 2 | 3 200 | |
| I prefer domestic products | Completely agree | 33 | 39 | 61 500 |
| Partially agree | 55 | 54 | 85 200 | |
| Partially disagree | 9 | 5 | 7 900 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 1 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 23 | 36 300 |
| Partially agree | 54 | 58 | 91 500 | |
| Partially disagree | 18 | 14 | 22 100 | |
| Completely disagree | 4 | 3 | 4 700 | |
| Can not say | 3 | 3 | 4 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 37 800 |
| Partially agree | 58 | 62 | 97 800 | |
| Partially disagree | 15 | 11 | 17 300 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 2 | 2 | 3 200 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 15 800 |
| Partially agree | 48 | 48 | 75 700 | |
| Partially disagree | 33 | 36 | 56 800 | |
| Completely disagree | 5 | 5 | 7 900 | |
| Can not say | 2 | 2 | 3 200 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 35 | 55 200 |
| Partially agree | 50 | 54 | 85 200 | |
| Partially disagree | 9 | 8 | 12 600 | |
| Completely disagree | 2 | 2 | 3 200 | |
| Can not say | 1 | 1 | 1 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 6 300 |
| Partially agree | 24 | 21 | 33 100 | |
| Partially disagree | 38 | 37 | 58 300 | |
| Completely disagree | 24 | 25 | 39 400 | |
| Can not say | 9 | 12 | 18 900 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 3 | 4 700 |
| Partially agree | 36 | 35 | 55 200 | |
| Partially disagree | 45 | 48 | 75 700 | |
| Completely disagree | 11 | 11 | 17 300 | |
| Can not say | 4 | 2 | 3 200 | |
| I prefer local shops and services | Completely agree | 27 | 34 | 53 600 |
| Partially agree | 58 | 58 | 91 500 | |
| Partially disagree | 11 | 6 | 9 500 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 2 | 1 | 1 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 3 200 |
| Partially agree | 28 | 27 | 42 600 | |
| Partially disagree | 29 | 27 | 42 600 | |
| Completely disagree | 32 | 36 | 56 800 | |
| Can not say | 7 | 9 | 14 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 12 600 |
| Partially agree | 32 | 33 | 52 000 | |
| Partially disagree | 37 | 39 | 61 500 | |
| Completely disagree | 20 | 18 | 28 400 | |
| 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 | 16 | 25 200 |
| Partially agree | 50 | 55 | 86 700 | |
| Partially disagree | 24 | 23 | 36 300 | |
| Completely disagree | 6 | 4 | 6 300 | |
| Can not say | 4 | 3 | 4 700 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 17 | 26 800 |
| Partially agree | 51 | 56 | 88 300 | |
| Partially disagree | 22 | 20 | 31 500 | |
| Completely disagree | 6 | 3 | 4 700 | |
| Can not say | 3 | 4 | 6 300 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 17 300 |
| Partially agree | 58 | 59 | 93 000 | |
| Partially disagree | 21 | 21 | 33 100 | |
| Completely disagree | 5 | 6 | 9 500 | |
| Can not say | 3 | 3 | 4 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 14 200 |
| Partially agree | 41 | 41 | 64 700 | |
| Partially disagree | 31 | 33 | 52 000 | |
| Completely disagree | 12 | 15 | 23 700 | |
| Can not say | 3 | 3 | 4 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 20 500 |
| Quite positively | 61 | 67 | 105 700 | |
| Quite negatively | 16 | 13 | 20 500 | |
| Very negative | 4 | 2 | 3 200 | |
| Can not say | 6 | 5 | 7 900 | |
| Magazines | Very positive | 13 | 12 | 18 900 |
| Quite positively | 60 | 64 | 100 900 | |
| Quite negatively | 17 | 16 | 25 200 | |
| Very negative | 4 | 2 | 3 200 | |
| Can not say | 6 | 6 | 9 500 | |
| Free and local newspapers | Very positive | 24 | 26 | 41 000 |
| Quite positively | 56 | 59 | 93 000 | |
| Quite negatively | 11 | 9 | 14 200 | |
| Very negative | 4 | 2 | 3 200 | |
| Can not say | 6 | 5 | 7 900 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 6 | 9 500 |
| Quite positively | 45 | 45 | 71 000 | |
| Quite negatively | 30 | 27 | 42 600 | |
| Very negative | 10 | 8 | 12 600 | |
| Can not say | 8 | 14 | 22 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 3 | 4 700 |
| Quite positively | 33 | 29 | 45 700 | |
| Quite negatively | 32 | 31 | 48 900 | |
| Very negative | 17 | 16 | 25 200 | |
| Can not say | 12 | 21 | 33 100 | |
| Blogs | Very positive | 4 | 2 | 3 200 |
| Quite positively | 25 | 16 | 25 200 | |
| Quite negatively | 29 | 24 | 37 800 | |
| Very negative | 16 | 18 | 28 400 | |
| Can not say | 26 | 41 | 64 700 | |
| Newsletters to email | Very positive | 2 | 1 | 1 600 |
| Quite positively | 17 | 17 | 26 800 | |
| Quite negatively | 34 | 37 | 58 300 | |
| Very negative | 43 | 40 | 63 100 | |
| Can not say | 4 | 5 | 7 900 | |
| Other websites | Very positive | 3 | 2 | 3 200 |
| Quite positively | 38 | 34 | 53 600 | |
| Quite negatively | 34 | 32 | 50 500 | |
| Very negative | 14 | 14 | 22 100 | |
| Can not say | 11 | 17 | 26 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 11 000 |
| Quite positively | 46 | 44 | 69 400 | |
| Quite negatively | 29 | 34 | 53 600 | |
| Very negative | 13 | 10 | 15 800 | |
| Can not say | 4 | 5 | 7 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 4 700 |
| Quite positively | 35 | 30 | 47 300 | |
| Quite negatively | 33 | 34 | 53 600 | |
| Very negative | 20 | 21 | 33 100 | |
| Can not say | 7 | 12 | 18 900 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 31 500 |
| Quite positively | 46 | 53 | 83 600 | |
| Quite negatively | 17 | 14 | 22 100 | |
| Very negative | 14 | 9 | 14 200 | |
| Can not say | 5 | 4 | 6 300 | |
| Out-of-home advertising | Very positive | 11 | 7 | 11 000 |
| Quite positively | 52 | 49 | 77 300 | |
| Quite negatively | 21 | 26 | 41 000 | |
| Very negative | 9 | 8 | 12 600 | |
| Can not say | 8 | 11 | 17 300 | 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 | 18 | 28 400 |
| Partially agree | 60 | 66 | 104 100 | |
| Partially disagree | 11 | 8 | 12 600 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 9 | 6 | 9 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 15 | 23 700 |
| Partially agree | 57 | 63 | 99 400 | |
| Partially disagree | 14 | 12 | 18 900 | |
| Completely disagree | 5 | 4 | 6 300 | |
| Can not say | 8 | 6 | 9 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 36 300 |
| Partially agree | 46 | 43 | 67 800 | |
| Partially disagree | 12 | 11 | 17 300 | |
| Completely disagree | 5 | 4 | 6 300 | |
| Can not say | 15 | 19 | 30 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 31 | 48 900 |
| Partially agree | 49 | 50 | 78 800 | |
| Partially disagree | 7 | 6 | 9 500 | |
| Completely disagree | 2 | 2 | 3 200 | |
| Can not say | 10 | 11 | 17 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 28 400 |
| Partially agree | 51 | 54 | 85 200 | |
| Partially disagree | 14 | 14 | 22 100 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 16 | 13 | 20 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 18 900 |
| Partially agree | 52 | 52 | 82 000 | |
| Partially disagree | 18 | 18 | 28 400 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 17 | 16 | 25 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 39 400 |
| Partially agree | 58 | 59 | 93 000 | |
| Partially disagree | 9 | 9 | 14 200 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 9 | 5 | 7 900 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 9 500 |
| Partially agree | 25 | 25 | 39 400 | |
| Partially disagree | 23 | 23 | 36 300 | |
| Completely disagree | 36 | 34 | 53 600 | |
| Can not say | 10 | 12 | 18 900 | |
| I read important magazines from cover to cover | Completely agree | 16 | 21 | 33 100 |
| Partially agree | 33 | 41 | 64 700 | |
| Partially disagree | 29 | 26 | 41 000 | |
| Completely disagree | 17 | 10 | 15 800 | |
| Can not say | 5 | 2 | 3 200 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 12 600 |
| Partially agree | 45 | 48 | 75 700 | |
| Partially disagree | 28 | 27 | 42 600 | |
| Completely disagree | 10 | 9 | 14 200 | |
| Can not say | 10 | 8 | 12 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 15 800 |
| Partially agree | 35 | 31 | 48 900 | |
| Partially disagree | 23 | 23 | 36 300 | |
| Completely disagree | 23 | 28 | 44 200 | |
| Can not say | 9 | 8 | 12 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 12 600 |
| Partially agree | 33 | 33 | 52 000 | |
| Partially disagree | 27 | 27 | 42 600 | |
| Completely disagree | 24 | 26 | 41 000 | |
| Can not say | 8 | 6 | 9 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 13 | 20 500 |
| Partially agree | 50 | 51 | 80 400 | |
| Partially disagree | 19 | 19 | 30 000 | |
| Completely disagree | 13 | 13 | 20 500 | |
| Can not say | 5 | 4 | 6 300 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 7 | 11 000 |
| Partially agree | 29 | 31 | 48 900 | |
| Partially disagree | 27 | 30 | 47 300 | |
| Completely disagree | 29 | 27 | 42 600 | |
| Can not say | 7 | 5 | 7 900 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 1 600 |
| Partially agree | 18 | 10 | 15 800 | |
| Partially disagree | 33 | 30 | 47 300 | |
| Completely disagree | 38 | 48 | 75 700 | |
| Can not say | 10 | 12 | 18 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 20 | 31 500 |
| Partially agree | 41 | 48 | 75 700 | |
| Partially disagree | 23 | 19 | 30 000 | |
| Completely disagree | 12 | 7 | 11 000 | |
| Can not say | 8 | 5 | 7 900 | 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 | 18 900 |
| Newspapers | 12 | 17 | 26 800 | |
| Magazine websites | 7 | 4 | 6 300 | |
| Newspaper websites | 8 | 7 | 11 000 | |
| Blogs | 3 | 1 | 1 600 | |
| Social media | 16 | 7 | 11 000 | |
| Other websites | 44 | 35 | 55 200 | |
| Television | 11 | 10 | 15 800 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 10 | 13 | 20 500 | |
| None of these | 39 | 45 | 71 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 28 400 |
| Newspapers | 15 | 26 | 41 000 | |
| Magazine websites | 9 | 8 | 12 600 | |
| Newspaper websites | 11 | 11 | 17 300 | |
| Blogs | 6 | 1 | 1 600 | |
| Social media | 28 | 14 | 22 100 | |
| Other websites | 50 | 36 | 56 800 | |
| Television | 19 | 21 | 33 100 | |
| Radio | 3 | 1 | 1 600 | |
| Direct mail | 35 | 47 | 74 100 | |
| None of these | 16 | 19 | 30 000 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 25 | 39 400 |
| Newspapers | 8 | 12 | 18 900 | |
| Magazine websites | 10 | 9 | 14 200 | |
| Newspaper websites | 7 | 6 | 9 500 | |
| Blogs | 7 | 2 | 3 200 | |
| Social media | 31 | 15 | 23 700 | |
| Other websites | 17 | 12 | 18 900 | |
| Television | 14 | 21 | 33 100 | |
| Radio | 2 | 2 | 3 200 | |
| Direct mail | 17 | 27 | 42 600 | |
| None of these | 43 | 43 | 67 800 | |
| Information sources, travel | Print magazines | 16 | 21 | 33 100 |
| Newspapers | 15 | 24 | 37 800 | |
| Magazine websites | 10 | 8 | 12 600 | |
| Newspaper websites | 11 | 9 | 14 200 | |
| Blogs | 12 | 4 | 6 300 | |
| Social media | 38 | 21 | 33 100 | |
| Other websites | 49 | 42 | 66 200 | |
| Television | 17 | 17 | 26 800 | |
| Radio | 3 | 2 | 3 200 | |
| Direct mail | 9 | 17 | 26 800 | |
| None of these | 25 | 28 | 44 200 | |
| Information sources, style and fashion | Print magazines | 22 | 31 | 48 900 |
| Newspapers | 11 | 17 | 26 800 | |
| Magazine websites | 12 | 9 | 14 200 | |
| Newspaper websites | 8 | 8 | 12 600 | |
| Blogs | 9 | 2 | 3 200 | |
| Social media | 37 | 17 | 26 800 | |
| Other websites | 34 | 25 | 39 400 | |
| Television | 18 | 22 | 34 700 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 25 | 38 | 59 900 | |
| None of these | 28 | 31 | 48 900 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 33 100 |
| Newspapers | 13 | 20 | 31 500 | |
| Magazine websites | 9 | 7 | 11 000 | |
| Newspaper websites | 9 | 9 | 14 200 | |
| Blogs | 7 | 2 | 3 200 | |
| Social media | 26 | 12 | 18 900 | |
| Other websites | 33 | 26 | 41 000 | |
| Television | 18 | 19 | 30 000 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 27 | 38 | 59 900 | |
| None of these | 31 | 34 | 53 600 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 46 | 72 500 |
| Newspapers | 25 | 38 | 59 900 | |
| Magazine websites | 21 | 16 | 25 200 | |
| Newspaper websites | 23 | 19 | 30 000 | |
| Blogs | 14 | 5 | 7 900 | |
| Social media | 45 | 25 | 39 400 | |
| Other websites | 32 | 22 | 34 700 | |
| Television | 29 | 37 | 58 300 | |
| Radio | 7 | 8 | 12 600 | |
| Direct mail | 26 | 39 | 61 500 | |
| None of these | 11 | 10 | 15 800 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 15 800 |
| Newspapers | 10 | 19 | 30 000 | |
| Magazine websites | 3 | 3 | 4 700 | |
| Newspaper websites | 5 | 6 | 9 500 | |
| Blogs | 1 | 1 | 1 600 | |
| Social media | 12 | 6 | 9 500 | |
| Other websites | 27 | 26 | 41 000 | |
| Television | 12 | 16 | 25 200 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 16 | 25 | 39 400 | |
| None of these | 52 | 44 | 69 400 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 30 | 47 300 |
| Newspapers | 14 | 21 | 33 100 | |
| Magazine websites | 11 | 8 | 12 600 | |
| Newspaper websites | 9 | 9 | 14 200 | |
| Blogs | 7 | 2 | 3 200 | |
| Social media | 31 | 14 | 22 100 | |
| Other websites | 31 | 21 | 33 100 | |
| Television | 19 | 21 | 33 100 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 31 | 42 | 66 200 | |
| None of these | 24 | 26 | 41 000 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 17 300 |
| Newspapers | 11 | 14 | 22 100 | |
| Magazine websites | 6 | 4 | 6 300 | |
| Newspaper websites | 11 | 9 | 14 200 | |
| Blogs | 7 | 2 | 3 200 | |
| Social media | 22 | 8 | 12 600 | |
| Other websites | 32 | 23 | 36 300 | |
| Television | 8 | 10 | 15 800 | |
| Radio | 3 | 3 | 4 700 | |
| Direct mail | 4 | 7 | 11 000 | |
| None of these | 44 | 53 | 83 600 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 19 | 30 000 |
| Newspapers | 13 | 19 | 30 000 | |
| Magazine websites | 8 | 7 | 11 000 | |
| Newspaper websites | 9 | 9 | 14 200 | |
| Blogs | 5 | 2 | 3 200 | |
| Social media | 26 | 16 | 25 200 | |
| Other websites | 39 | 31 | 48 900 | |
| Television | 13 | 14 | 22 100 | |
| Radio | 3 | 2 | 3 200 | |
| Direct mail | 15 | 24 | 37 800 | |
| None of these | 36 | 37 | 58 300 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 28 400 |
| Newspapers | 16 | 23 | 36 300 | |
| Magazine websites | 7 | 6 | 9 500 | |
| Newspaper websites | 9 | 11 | 17 300 | |
| Blogs | 5 | 2 | 3 200 | |
| Social media | 26 | 11 | 17 300 | |
| Other websites | 42 | 28 | 44 200 | |
| Television | 14 | 17 | 26 800 | |
| Radio | 2 | 1 | 1 600 | |
| Direct mail | 30 | 44 | 69 400 | |
| None of these | 28 | 29 | 45 700 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 21 | 33 100 |
| Well-being and health | 50 | 59 | 93 000 | |
| Charity work | 13 | 14 | 22 100 | |
| Self development | 32 | 23 | 36 300 | |
| Celebrities | 14 | 17 | 26 800 | |
| Fishing | 16 | 14 | 22 100 | |
| Beauty care and cosmetics | 16 | 12 | 18 900 | |
| Literature | 27 | 36 | 56 800 | |
| Domestic and foreign news | 52 | 53 | 83 600 | |
| Domestic travel | 32 | 32 | 50 500 | |
| Culture | 33 | 33 | 52 000 | |
| Crafts | 25 | 28 | 44 200 | |
| Nature and going outdoor | 52 | 49 | 77 300 | |
| Hunting | 10 | 6 | 9 500 | |
| Style and fashion | 20 | 17 | 26 800 | |
| Music and concerts | 36 | 34 | 53 600 | |
| Going on summer cottage | 29 | 24 | 37 800 | |
| Local affairs | 55 | 64 | 100 900 | |
| Computer/console/mobile playing | 17 | 8 | 12 600 | |
| Politics | 42 | 40 | 63 100 | |
| Gardening and plants | 30 | 34 | 53 600 | |
| Building and renovating | 34 | 32 | 50 500 | |
| Food and drink | 38 | 32 | 50 500 | |
| Cooking, baking, recipes | 38 | 40 | 63 100 | |
| Investment | 23 | 18 | 28 400 | |
| Decorating | 28 | 21 | 33 100 | |
| Economic and finances | 35 | 31 | 48 900 | |
| Science | 35 | 19 | 30 000 | |
| Travelling abroad | 34 | 27 | 42 600 | |
| Sports, exercising | 45 | 40 | 63 100 | |
| Sailing, boating | 10 | 4 | 6 300 | |
| Consumer electronics and information technology | 21 | 11 | 17 300 | |
| Environmental matters | 31 | 25 | 39 400 | |
| 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 | 1 600 |
| Buying an apartment | 11 | 5 | 7 900 | |
| Home renovation | 27 | 21 | 33 100 | |
| Buying a car | 27 | 21 | 33 100 | |
| Buying a boat | 3 | 2 | 3 200 | |
| None of these | 51 | 63 | 99 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 31 | 48 900 |
| Repair and construction products | 39 | 33 | 52 000 | |
| Domestic appliances | 38 | 36 | 56 800 | |
| Electronics or IT products | 49 | 35 | 55 200 | |
| Cars | 19 | 17 | 26 800 | |
| Clothing and footwear | 84 | 78 | 123 000 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 35 | 55 200 | |
| Sports clothing, footwear or equipment | 58 | 39 | 61 500 | |
| Saving or investing products or services | 29 | 24 | 37 800 | |
| Cosmetics and beauty products | 49 | 43 | 67 800 | |
| Mobile phones | 29 | 25 | 39 400 | |
| Travels | 50 | 45 | 71 000 | |
| Products and services for health and well-being | 61 | 63 | 99 400 | |
| None of the above | 1 | 2 | 3 200 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 16 | 25 200 |
| Repair and construction products | 33 | 28 | 44 200 | |
| Domestic appliances | 18 | 15 | 23 700 | |
| Electronics or IT products | 27 | 16 | 25 200 | |
| Cars | 14 | 10 | 15 800 | |
| Clothing and footwear | 67 | 59 | 93 000 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 32 | 50 500 | |
| Sports clothing, footwear or equipment | 44 | 30 | 47 300 | |
| Saving or investing products or services | 24 | 19 | 30 000 | |
| Cosmetics and beauty products | 38 | 32 | 50 500 | |
| Mobile phones | 16 | 11 | 17 300 | |
| Travels | 46 | 39 | 61 500 | |
| Products and services for health and well-being | 49 | 49 | 77 300 | |
| None of the above | 6 | 8 | 12 600 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 9 500 |
| Insurance company | 11 | 8 | 12 600 | |
| electric company | 17 | 15 | 23 700 | |
| Internet Connection | 10 | 9 | 14 200 | |
| Phone-subscription | 14 | 13 | 20 500 | |
| None of the above | 48 | 56 | 88 300 | |
| Can not say | 18 | 15 | 23 700 | |
| Uses of extra money | Magazines, books, movies | 16 | 16 | 25 200 |
| Eating, drinking, partying in a restaurant | 35 | 21 | 33 100 | |
| Exercise hobbies and equipment | 28 | 20 | 31 500 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 34 | 53 600 | |
| Renovation, decoration | 23 | 22 | 34 700 | |
| Health services and one's own well-being | 22 | 32 | 50 500 | |
| Travelling | 44 | 43 | 67 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 6 | 9 500 | |
| Clothes, shoes and bags | 22 | 16 | 25 200 | |
| Home services (cleaning and other housekeeping services) | 5 | 11 | 17 300 | |
| Car, boat, motorcycle | 11 | 8 | 12 600 | |
| Cosmetics and beauty care | 12 | 8 | 12 600 | |
| Saving, investing | 49 | 43 | 67 800 | |
| Other | 8 | 9 | 14 200 | |
| There is no extra money after mandatory expenses | 8 | 8 | 12 600 | |
| Can not say | 3 | 5 | 7 900 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 431 700
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 57 | 96 200 |
| Men | 49 | 43 | 61 500 | |
| Native language | Finnish | 95 | 99 | 156 100 |
| Swedish | 5 | 1 | 1 600 | |
| Age | 15-24 y | 13 | 4 | 1 600 |
| 25-34 y | 14 | 9 | 3 200 | |
| 35-44 y | 14 | 15 | 4 700 | |
| 45-54 y | 14 | 17 | 11 000 | |
| 55-64 y | 15 | 17 | 22 100 | |
| 65+ y | 30 | 38 | 113 500 | |
| Gender + age | Female 15-29 years | 9 | 4 | 1 600 |
| Female 30-49 years | 14 | 17 | 7 900 | |
| Female 50+ years | 28 | 36 | 86 700 | |
| Male 15-29 years | 10 | 3 | 1 600 | |
| Male 30-49 years | 15 | 12 | 6 300 | |
| Male 50+ years | 24 | 27 | 53 600 | |
| Household position | Lives at home with parents | 7 | 2 | 1 600 |
| Lives alone | 29 | 28 | 52 000 | |
| Lives with spouse | 36 | 41 | 83 600 | |
| Lives with spouse and children | 24 | 25 | 14 200 | |
| Single parent | 2 | 3 | 1 600 | |
| Other | 3 | 2 | 4 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 55 200 |
| No | 39 | 48 | 91 500 | |
| No answer (under 45 year olds) | 41 | 28 | 11 000 | |
| Education | Elementary school | 4 | 6 | 20 500 |
| Secondary school | 6 | 5 | 14 200 | |
| Vocational | 27 | 27 | 52 000 | |
| High school | 13 | 12 | 14 200 | |
| University of Applied Sciences | 20 | 20 | 18 900 | |
| University | 28 | 28 | 31 500 | |
| Something else | 2 | 3 | 6 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 148 200 |
| No | 6 | 5 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 76 | 138 800 |
| No | 32 | 24 | 18 900 | |
| Size of the household | 1 pers | 28 | 29 | 53 600 |
| 2 pers | 38 | 42 | 85 200 | |
| 3 pers | 14 | 14 | 11 000 | |
| 4 pers | 12 | 10 | 4 700 | |
| 5+ pers | 7 | 6 | 3 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 14 200 |
| 20 000 - 35 000 € /y | 17 | 19 | 47 300 | |
| 35 001 - 50 000 € /y | 18 | 23 | 39 400 | |
| 50 001 - 85 000 € /y | 21 | 22 | 28 400 | |
| 85 001 - 100 000 € /y | 8 | 8 | 7 900 | |
| Over 100 000 € /y | 10 | 9 | 9 500 | |
| Dont want to tell | 5 | 5 | 7 900 | |
| Cant say / No answer | 10 | 6 | 6 300 | |
| Family with kids | Yes | 32 | 29 | 17 300 |
| No | 68 | 71 | 140 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 9 500 |
| 2 children | 13 | 11 | 4 700 | |
| 3 children | 5 | 4 | 1 600 | |
| 4 children | 1 | 1 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 70 | 140 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 20 500 |
| Dog | 26 | 24 | 30 000 | |
| Some other pet | 5 | 5 | 6 300 | |
| No pets | 61 | 61 | 108 800 | |
| Health services used in the household | Public health services | 85 | 88 | 141 900 |
| Employer - funded health care services | 50 | 47 | 34 700 | |
| Private, self-funded healthcare services | 39 | 43 | 77 300 | |
| Private health insurance services | 26 | 24 | 22 100 | |
| No health care | 1 | 1 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 29 | 44 200 |
| Row house or semi-detached house | 17 | 18 | 30 000 | |
| Detached house | 46 | 48 | 74 100 | |
| Farm | 4 | 4 | 9 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 81 | 134 000 |
| Rented residence | 20 | 16 | 18 900 | |
| Right of residence apartment | 2 | 2 | 1 600 | |
| Something else | 1 | 1 | 1 600 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 42 | 72 500 |
| No | 58 | 57 | 85 200 | |
| Can not say | 1 | 1 | 0 | |
| Number of cars in household | One car | 45 | 46 | 82 000 |
| Two cars | 30 | 32 | 45 700 | |
| Three or more cars | 10 | 9 | 7 900 | |
| No car | 14 | 13 | 20 500 | |
| Type of car, if buying now | New | 21 | 22 | 44 200 |
| Used | 70 | 69 | 94 600 | |
| Company car | 5 | 4 | 1 600 | |
| Leasing (personal) | 9 | 10 | 11 000 | |
| Shared car | 3 | 3 | 1 600 | |
| Doesn't use a car | 8 | 9 | 17 300 | |
| Can not say | 5 | 4 | 7 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 23 700 |
| No | 72 | 77 | 132 500 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 11 000 |
| No | 76 | 80 | 134 000 | |
| Can not say | 5 | 5 | 11 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 15 | 14 200 |
| Turku or Tampere | 8 | 9 | 11 000 | |
| Oulu | 4 | 3 | 6 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 17 | 30 000 | |
| Urban municipality | 25 | 27 | 39 400 | |
| Conurbation | 16 | 15 | 25 200 | |
| Countryside | 13 | 14 | 31 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 42 600 |
| 5-6 days a week | 4 | 6 | 17 300 | |
| 1-4 days a week | 24 | 32 | 67 800 | |
| Monthly | 25 | 25 | 17 300 | |
| Rarely | 26 | 18 | 11 000 | |
| Never | 8 | 2 | 3 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 31 | 36 300 |
| 5-6 days a week | 5 | 8 | 6 300 | |
| 1-4 days a week | 20 | 27 | 30 000 | |
| Monthly | 15 | 12 | 14 200 | |
| Rarely | 23 | 13 | 34 700 | |
| Never | 13 | 9 | 33 100 | |
| Can not say | 1 | 1 | 3 200 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 32 | 80 400 |
| 5-6 days a week | 5 | 5 | 9 500 | |
| 1-4 days a week | 23 | 24 | 36 300 | |
| Monthly | 15 | 17 | 9 500 | |
| Rarely | 24 | 19 | 18 900 | |
| Never | 8 | 4 | 4 700 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 66 | 77 300 |
| 5-6 days a week | 9 | 11 | 14 200 | |
| 1-4 days a week | 17 | 12 | 25 200 | |
| Monthly | 6 | 3 | 4 700 | |
| Rarely | 8 | 5 | 17 300 | |
| Never | 5 | 5 | 18 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 7 900 |
| 5-6 days a week | 4 | 5 | 9 500 | |
| 1-4 days a week | 41 | 46 | 88 300 | |
| Monthly | 18 | 19 | 22 100 | |
| Rarely | 23 | 19 | 22 100 | |
| Never | 9 | 7 | 6 300 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 30 000 |
| 5-6 days a week | 10 | 11 | 17 300 | |
| 1-4 days a week | 30 | 31 | 42 600 | |
| Monthly | 21 | 19 | 23 700 | |
| Rarely | 15 | 14 | 23 700 | |
| Never | 6 | 7 | 20 500 | |
| Can not say | 1 | 0 | 1 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 14 200 |
| 5-6 days a week | 10 | 9 | 6 300 | |
| 1-4 days a week | 22 | 19 | 20 500 | |
| Monthly | 9 | 8 | 7 900 | |
| Rarely | 13 | 13 | 17 300 | |
| Never | 30 | 37 | 88 300 | |
| Can not say | 1 | 0 | 1 600 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 113 500 |
| 5-6 days a week | 10 | 11 | 12 600 | |
| 1-4 days a week | 19 | 18 | 17 300 | |
| Monthly | 12 | 9 | 4 700 | |
| Rarely | 12 | 7 | 6 300 | |
| Never | 3 | 2 | 1 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 86 700 |
| 5-6 days a week | 12 | 12 | 15 800 | |
| 1-4 days a week | 22 | 20 | 23 700 | |
| Monthly | 12 | 10 | 6 300 | |
| Rarely | 13 | 10 | 11 000 | |
| Never | 8 | 7 | 14 200 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 59 900 |
| 5-6 days a week | 6 | 7 | 14 200 | |
| 1-4 days a week | 16 | 18 | 23 700 | |
| Monthly | 13 | 12 | 14 200 | |
| Rarely | 27 | 24 | 30 000 | |
| Never | 15 | 12 | 12 600 | |
| Can not say | 1 | 1 | 1 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 17 | 22 100 |
| 5-6 days a week | 9 | 11 | 14 200 | |
| 1-4 days a week | 21 | 22 | 30 000 | |
| Monthly | 14 | 12 | 14 200 | |
| Rarely | 23 | 21 | 37 800 | |
| Never | 16 | 16 | 36 300 | |
| Can not say | 1 | 1 | 3 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 3 200 |
| 5-6 days a week | 3 | 3 | 1 600 | |
| 1-4 days a week | 11 | 10 | 7 900 | |
| Monthly | 14 | 13 | 12 600 | |
| Rarely | 27 | 28 | 45 700 | |
| Never | 36 | 40 | 82 000 | |
| Can not say | 2 | 2 | 4 700 | |
| User frequency and following: Social media | Daily | 59 | 57 | 75 700 |
| 5-6 days a week | 8 | 9 | 11 000 | |
| 1-4 days a week | 8 | 8 | 12 600 | |
| Monthly | 3 | 3 | 3 200 | |
| Rarely | 6 | 6 | 12 600 | |
| Never | 16 | 18 | 41 000 | |
| Can not say | 0 | 0 | 1 600 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 11 | 9 500 |
| 5-6 days a week | 6 | 4 | 3 200 | |
| 1-4 days a week | 13 | 12 | 12 600 | |
| Monthly | 8 | 9 | 7 900 | |
| Rarely | 20 | 20 | 31 500 | |
| Never | 38 | 42 | 93 000 | |
| Can not say | 1 | 1 | 1 600 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 82 000 |
| 5-6 days a week | 11 | 12 | 20 500 | |
| 1-4 days a week | 9 | 9 | 23 700 | |
| Monthly | 3 | 3 | 6 300 | |
| Rarely | 2 | 3 | 7 900 | |
| Never | 6 | 6 | 15 800 | |
| Can not say | 0 | 0 | 1 600 | |
| Reading frequency: Printed books | Daily | 16 | 19 | 44 200 |
| 5-6 days a week | 6 | 6 | 9 500 | |
| 1-4 days a week | 14 | 16 | 22 100 | |
| Monthly | 22 | 20 | 28 400 | |
| Rarely | 34 | 33 | 44 200 | |
| Never | 7 | 6 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 3 200 |
| 5-6 days a week | 1 | 1 | 1 600 | |
| 1-4 days a week | 4 | 4 | 3 200 | |
| Monthly | 7 | 7 | 6 300 | |
| Rarely | 30 | 28 | 36 300 | |
| Never | 53 | 56 | 104 100 | |
| Can not say | 1 | 1 | 3 200 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 6 300 |
| 5-6 days a week | 3 | 3 | 3 200 | |
| 1-4 days a week | 6 | 5 | 4 700 | |
| Monthly | 8 | 7 | 9 500 | |
| Rarely | 23 | 19 | 23 700 | |
| Never | 54 | 57 | 107 200 | |
| Can not say | 1 | 1 | 3 200 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 14 200 |
| 5-6 days a week | 9 | 8 | 7 900 | |
| 1-4 days a week | 23 | 23 | 30 000 | |
| Monthly | 21 | 22 | 30 000 | |
| Rarely | 17 | 20 | 37 800 | |
| Never | 10 | 12 | 36 300 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 3 200 |
| 5-6 days a week | 2 | 2 | 1 600 | |
| 1-4 days a week | 8 | 9 | 6 300 | |
| Monthly | 8 | 10 | 6 300 | |
| Rarely | 12 | 12 | 14 200 | |
| Never | 59 | 59 | 110 400 | |
| Cant say / No answer | 6 | 6 | 15 800 | |
| Usage/following: Facebook | Daily | 39 | 45 | 64 700 |
| 5-6 days a week | 8 | 10 | 14 200 | |
| 1-4 days a week | 11 | 10 | 11 000 | |
| Monthly | 6 | 4 | 4 700 | |
| Rarely | 9 | 7 | 11 000 | |
| Never | 22 | 20 | 37 800 | |
| Cant say / No answer | 4 | 5 | 14 200 | |
| Usage/Following: Instagram | Daily | 32 | 29 | 26 800 |
| 5-6 days a week | 7 | 7 | 7 900 | |
| 1-4 days a week | 9 | 9 | 12 600 | |
| Monthly | 5 | 4 | 6 300 | |
| Rarely | 9 | 10 | 18 900 | |
| Never | 33 | 35 | 72 500 | |
| Cant say / No answer | 5 | 5 | 14 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 8 | 4 700 |
| 5-6 days a week | 2 | 1 | 1 600 | |
| 1-4 days a week | 3 | 2 | 1 600 | |
| Monthly | 2 | 2 | 1 600 | |
| Rarely | 5 | 5 | 4 700 | |
| Never | 69 | 77 | 127 700 | |
| Cant say / No answer | 5 | 5 | 15 800 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 4 700 |
| 5-6 days a week | 2 | 2 | 0 | |
| 1-4 days a week | 4 | 4 | 3 200 | |
| Monthly | 5 | 4 | 3 200 | |
| Rarely | 11 | 8 | 11 000 | |
| Never | 68 | 71 | 119 900 | |
| Cant say / No answer | 5 | 5 | 15 800 | |
| Usage/Following: TikTok | Daily | 10 | 5 | 3 200 |
| 5-6 days a week | 3 | 2 | 1 600 | |
| 1-4 days a week | 4 | 5 | 4 700 | |
| Monthly | 3 | 3 | 3 200 | |
| Rarely | 8 | 9 | 12 600 | |
| Never | 68 | 71 | 119 900 | |
| Cant say / No answer | 4 | 5 | 12 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 12 | 15 800 |
| Partially agree | 43 | 42 | 59 900 | |
| Partially disagree | 30 | 34 | 59 900 | |
| Completely disagree | 10 | 10 | 17 300 | |
| Can not say | 3 | 2 | 3 200 | |
| I prefer domestic products | Completely agree | 33 | 34 | 61 500 |
| Partially agree | 55 | 56 | 85 200 | |
| Partially disagree | 9 | 9 | 7 900 | |
| Completely disagree | 1 | 1 | 0 | |
| Can not say | 2 | 1 | 1 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 22 | 36 300 |
| Partially agree | 54 | 55 | 91 500 | |
| Partially disagree | 18 | 17 | 22 100 | |
| Completely disagree | 4 | 4 | 4 700 | |
| Can not say | 3 | 2 | 4 700 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 37 800 |
| Partially agree | 58 | 59 | 97 800 | |
| Partially disagree | 15 | 14 | 17 300 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 2 | 2 | 3 200 | |
| I usually choose the cheapest option | Completely agree | 12 | 11 | 15 800 |
| Partially agree | 48 | 46 | 75 700 | |
| Partially disagree | 33 | 36 | 56 800 | |
| Completely disagree | 5 | 5 | 7 900 | |
| Can not say | 2 | 2 | 3 200 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 55 200 |
| Partially agree | 50 | 50 | 85 200 | |
| Partially disagree | 9 | 8 | 12 600 | |
| Completely disagree | 2 | 2 | 3 200 | |
| 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 | 6 300 |
| Partially agree | 24 | 23 | 33 100 | |
| Partially disagree | 38 | 37 | 58 300 | |
| Completely disagree | 24 | 25 | 39 400 | |
| Can not say | 9 | 10 | 18 900 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 4 700 |
| Partially agree | 36 | 36 | 55 200 | |
| Partially disagree | 45 | 46 | 75 700 | |
| Completely disagree | 11 | 10 | 17 300 | |
| Can not say | 4 | 4 | 3 200 | |
| I prefer local shops and services | Completely agree | 27 | 29 | 53 600 |
| Partially agree | 58 | 58 | 91 500 | |
| Partially disagree | 11 | 10 | 9 500 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 2 | 2 | 1 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 3 200 |
| Partially agree | 28 | 27 | 42 600 | |
| Partially disagree | 29 | 30 | 42 600 | |
| Completely disagree | 32 | 32 | 56 800 | |
| Can not say | 7 | 7 | 14 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 12 600 |
| Partially agree | 32 | 32 | 52 000 | |
| Partially disagree | 37 | 38 | 61 500 | |
| Completely disagree | 20 | 19 | 28 400 | |
| 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 | 16 | 25 200 |
| Partially agree | 50 | 51 | 86 700 | |
| Partially disagree | 24 | 25 | 36 300 | |
| Completely disagree | 6 | 6 | 6 300 | |
| Can not say | 4 | 3 | 4 700 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 17 | 26 800 |
| Partially agree | 51 | 53 | 88 300 | |
| Partially disagree | 22 | 22 | 31 500 | |
| Completely disagree | 6 | 5 | 4 700 | |
| Can not say | 3 | 3 | 6 300 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 17 300 |
| Partially agree | 58 | 59 | 93 000 | |
| Partially disagree | 21 | 21 | 33 100 | |
| Completely disagree | 5 | 5 | 9 500 | |
| Can not say | 3 | 3 | 4 700 | |
| I prefer used products in my purchases | Completely agree | 14 | 12 | 14 200 |
| Partially agree | 41 | 40 | 64 700 | |
| Partially disagree | 31 | 33 | 52 000 | |
| Completely disagree | 12 | 13 | 23 700 | |
| Can not say | 3 | 2 | 4 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 20 500 |
| Quite positively | 61 | 65 | 105 700 | |
| Quite negatively | 16 | 14 | 20 500 | |
| Very negative | 4 | 3 | 3 200 | |
| Can not say | 6 | 4 | 7 900 | |
| Magazines | Very positive | 13 | 13 | 18 900 |
| Quite positively | 60 | 64 | 100 900 | |
| Quite negatively | 17 | 15 | 25 200 | |
| Very negative | 4 | 3 | 3 200 | |
| Can not say | 6 | 4 | 9 500 | |
| Free and local newspapers | Very positive | 24 | 26 | 41 000 |
| Quite positively | 56 | 58 | 93 000 | |
| Quite negatively | 11 | 9 | 14 200 | |
| Very negative | 4 | 3 | 3 200 | |
| Can not say | 6 | 4 | 7 900 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 6 | 9 500 |
| Quite positively | 45 | 47 | 71 000 | |
| Quite negatively | 30 | 31 | 42 600 | |
| Very negative | 10 | 9 | 12 600 | |
| Can not say | 8 | 7 | 22 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 4 700 |
| Quite positively | 33 | 33 | 45 700 | |
| Quite negatively | 32 | 35 | 48 900 | |
| Very negative | 17 | 15 | 25 200 | |
| Can not say | 12 | 13 | 33 100 | |
| Blogs | Very positive | 4 | 3 | 3 200 |
| Quite positively | 25 | 23 | 25 200 | |
| Quite negatively | 29 | 29 | 37 800 | |
| Very negative | 16 | 16 | 28 400 | |
| Can not say | 26 | 30 | 64 700 | |
| Newsletters to email | Very positive | 2 | 1 | 1 600 |
| Quite positively | 17 | 18 | 26 800 | |
| Quite negatively | 34 | 37 | 58 300 | |
| Very negative | 43 | 41 | 63 100 | |
| Can not say | 4 | 3 | 7 900 | |
| Other websites | Very positive | 3 | 3 | 3 200 |
| Quite positively | 38 | 39 | 53 600 | |
| Quite negatively | 34 | 35 | 50 500 | |
| Very negative | 14 | 12 | 22 100 | |
| Can not say | 11 | 12 | 26 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 11 000 |
| Quite positively | 46 | 47 | 69 400 | |
| Quite negatively | 29 | 30 | 53 600 | |
| Very negative | 13 | 12 | 15 800 | |
| Can not say | 4 | 4 | 7 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 4 700 |
| Quite positively | 35 | 35 | 47 300 | |
| Quite negatively | 33 | 34 | 53 600 | |
| Very negative | 20 | 19 | 33 100 | |
| Can not say | 7 | 8 | 18 900 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 21 | 31 500 |
| Quite positively | 46 | 49 | 83 600 | |
| Quite negatively | 17 | 16 | 22 100 | |
| Very negative | 14 | 11 | 14 200 | |
| Can not say | 5 | 4 | 6 300 | |
| Out-of-home advertising | Very positive | 11 | 10 | 11 000 |
| Quite positively | 52 | 53 | 77 300 | |
| Quite negatively | 21 | 22 | 41 000 | |
| Very negative | 9 | 8 | 12 600 | |
| Can not say | 8 | 7 | 17 300 | 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 | 28 400 |
| Partially agree | 60 | 64 | 104 100 | |
| Partially disagree | 11 | 9 | 12 600 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 9 | 5 | 9 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 23 700 |
| Partially agree | 57 | 63 | 99 400 | |
| Partially disagree | 14 | 10 | 18 900 | |
| Completely disagree | 5 | 4 | 6 300 | |
| Can not say | 8 | 5 | 9 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 36 300 |
| Partially agree | 46 | 46 | 67 800 | |
| Partially disagree | 12 | 11 | 17 300 | |
| Completely disagree | 5 | 4 | 6 300 | |
| Can not say | 15 | 15 | 30 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 48 900 |
| Partially agree | 49 | 49 | 78 800 | |
| Partially disagree | 7 | 6 | 9 500 | |
| Completely disagree | 2 | 2 | 3 200 | |
| Can not say | 10 | 10 | 17 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 28 400 |
| Partially agree | 51 | 52 | 85 200 | |
| Partially disagree | 14 | 13 | 22 100 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 16 | 15 | 20 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 18 900 |
| Partially agree | 52 | 54 | 82 000 | |
| Partially disagree | 18 | 17 | 28 400 | |
| Completely disagree | 3 | 2 | 3 200 | |
| Can not say | 17 | 16 | 25 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 39 400 |
| Partially agree | 58 | 58 | 93 000 | |
| Partially disagree | 9 | 9 | 14 200 | |
| Completely disagree | 1 | 1 | 1 600 | |
| Can not say | 9 | 5 | 7 900 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 9 500 |
| Partially agree | 25 | 27 | 39 400 | |
| Partially disagree | 23 | 23 | 36 300 | |
| Completely disagree | 36 | 33 | 53 600 | |
| Can not say | 10 | 9 | 18 900 | |
| I read important magazines from cover to cover | Completely agree | 16 | 18 | 33 100 |
| Partially agree | 33 | 38 | 64 700 | |
| Partially disagree | 29 | 28 | 41 000 | |
| Completely disagree | 17 | 13 | 15 800 | |
| Can not say | 5 | 3 | 3 200 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 7 | 12 600 |
| Partially agree | 45 | 48 | 75 700 | |
| Partially disagree | 28 | 29 | 42 600 | |
| Completely disagree | 10 | 9 | 14 200 | |
| Can not say | 10 | 7 | 12 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 15 800 |
| Partially agree | 35 | 35 | 48 900 | |
| Partially disagree | 23 | 24 | 36 300 | |
| Completely disagree | 23 | 23 | 44 200 | |
| Can not say | 9 | 7 | 12 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 12 600 |
| Partially agree | 33 | 34 | 52 000 | |
| Partially disagree | 27 | 27 | 42 600 | |
| Completely disagree | 24 | 23 | 41 000 | |
| Can not say | 8 | 6 | 9 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 20 500 |
| Partially agree | 50 | 51 | 80 400 | |
| Partially disagree | 19 | 19 | 30 000 | |
| Completely disagree | 13 | 11 | 20 500 | |
| Can not say | 5 | 4 | 6 300 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 9 | 11 000 |
| Partially agree | 29 | 30 | 48 900 | |
| Partially disagree | 27 | 29 | 47 300 | |
| Completely disagree | 29 | 27 | 42 600 | |
| Can not say | 7 | 5 | 7 900 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 1 600 |
| Partially agree | 18 | 16 | 15 800 | |
| Partially disagree | 33 | 34 | 47 300 | |
| Completely disagree | 38 | 40 | 75 700 | |
| Can not say | 10 | 9 | 18 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 18 | 31 500 |
| Partially agree | 41 | 44 | 75 700 | |
| Partially disagree | 23 | 22 | 30 000 | |
| Completely disagree | 12 | 10 | 11 000 | |
| Can not say | 8 | 6 | 7 900 | 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 | 18 900 |
| Newspapers | 12 | 14 | 26 800 | |
| Magazine websites | 7 | 8 | 6 300 | |
| Newspaper websites | 8 | 9 | 11 000 | |
| Blogs | 3 | 2 | 1 600 | |
| Social media | 16 | 13 | 11 000 | |
| Other websites | 44 | 45 | 55 200 | |
| Television | 11 | 12 | 15 800 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 10 | 11 | 20 500 | |
| None of these | 39 | 39 | 71 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 28 400 |
| Newspapers | 15 | 19 | 41 000 | |
| Magazine websites | 9 | 11 | 12 600 | |
| Newspaper websites | 11 | 13 | 17 300 | |
| Blogs | 6 | 5 | 1 600 | |
| Social media | 28 | 25 | 22 100 | |
| Other websites | 50 | 50 | 56 800 | |
| Television | 19 | 21 | 33 100 | |
| Radio | 3 | 4 | 1 600 | |
| Direct mail | 35 | 41 | 74 100 | |
| None of these | 16 | 15 | 30 000 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 23 | 39 400 |
| Newspapers | 8 | 10 | 18 900 | |
| Magazine websites | 10 | 13 | 14 200 | |
| Newspaper websites | 7 | 8 | 9 500 | |
| Blogs | 7 | 8 | 3 200 | |
| Social media | 31 | 29 | 23 700 | |
| Other websites | 17 | 18 | 18 900 | |
| Television | 14 | 18 | 33 100 | |
| Radio | 2 | 3 | 3 200 | |
| Direct mail | 17 | 22 | 42 600 | |
| None of these | 43 | 40 | 67 800 | |
| Information sources, travel | Print magazines | 16 | 19 | 33 100 |
| Newspapers | 15 | 18 | 37 800 | |
| Magazine websites | 10 | 13 | 12 600 | |
| Newspaper websites | 11 | 13 | 14 200 | |
| Blogs | 12 | 12 | 6 300 | |
| Social media | 38 | 35 | 33 100 | |
| Other websites | 49 | 52 | 66 200 | |
| Television | 17 | 17 | 26 800 | |
| Radio | 3 | 4 | 3 200 | |
| Direct mail | 9 | 12 | 26 800 | |
| None of these | 25 | 22 | 44 200 | |
| Information sources, style and fashion | Print magazines | 22 | 28 | 48 900 |
| Newspapers | 11 | 14 | 26 800 | |
| Magazine websites | 12 | 16 | 14 200 | |
| Newspaper websites | 8 | 11 | 12 600 | |
| Blogs | 9 | 9 | 3 200 | |
| Social media | 37 | 34 | 26 800 | |
| Other websites | 34 | 37 | 39 400 | |
| Television | 18 | 22 | 34 700 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 25 | 31 | 59 900 | |
| None of these | 28 | 26 | 48 900 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 33 100 |
| Newspapers | 13 | 17 | 31 500 | |
| Magazine websites | 9 | 11 | 11 000 | |
| Newspaper websites | 9 | 12 | 14 200 | |
| Blogs | 7 | 8 | 3 200 | |
| Social media | 26 | 24 | 18 900 | |
| Other websites | 33 | 36 | 41 000 | |
| Television | 18 | 22 | 30 000 | |
| Radio | 2 | 3 | 1 600 | |
| Direct mail | 27 | 34 | 59 900 | |
| None of these | 31 | 28 | 53 600 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 42 | 72 500 |
| Newspapers | 25 | 29 | 59 900 | |
| Magazine websites | 21 | 26 | 25 200 | |
| Newspaper websites | 23 | 26 | 30 000 | |
| Blogs | 14 | 14 | 7 900 | |
| Social media | 45 | 42 | 39 400 | |
| Other websites | 32 | 30 | 34 700 | |
| Television | 29 | 32 | 58 300 | |
| Radio | 7 | 7 | 12 600 | |
| Direct mail | 26 | 33 | 61 500 | |
| None of these | 11 | 9 | 15 800 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 15 800 |
| Newspapers | 10 | 13 | 30 000 | |
| Magazine websites | 3 | 4 | 4 700 | |
| Newspaper websites | 5 | 7 | 9 500 | |
| Blogs | 1 | 1 | 1 600 | |
| Social media | 12 | 11 | 9 500 | |
| Other websites | 27 | 29 | 41 000 | |
| Television | 12 | 14 | 25 200 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 16 | 21 | 39 400 | |
| None of these | 52 | 47 | 69 400 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 47 300 |
| Newspapers | 14 | 18 | 33 100 | |
| Magazine websites | 11 | 15 | 12 600 | |
| Newspaper websites | 9 | 12 | 14 200 | |
| Blogs | 7 | 8 | 3 200 | |
| Social media | 31 | 29 | 22 100 | |
| Other websites | 31 | 32 | 33 100 | |
| Television | 19 | 22 | 33 100 | |
| Radio | 2 | 3 | 1 600 | |
| Direct mail | 31 | 37 | 66 200 | |
| None of these | 24 | 21 | 41 000 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 17 300 |
| Newspapers | 11 | 13 | 22 100 | |
| Magazine websites | 6 | 9 | 6 300 | |
| Newspaper websites | 11 | 12 | 14 200 | |
| Blogs | 7 | 8 | 3 200 | |
| Social media | 22 | 19 | 12 600 | |
| Other websites | 32 | 31 | 36 300 | |
| Television | 8 | 10 | 15 800 | |
| Radio | 3 | 3 | 4 700 | |
| Direct mail | 4 | 6 | 11 000 | |
| None of these | 44 | 45 | 83 600 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 30 000 |
| Newspapers | 13 | 14 | 30 000 | |
| Magazine websites | 8 | 10 | 11 000 | |
| Newspaper websites | 9 | 11 | 14 200 | |
| Blogs | 5 | 6 | 3 200 | |
| Social media | 26 | 25 | 25 200 | |
| Other websites | 39 | 40 | 48 900 | |
| Television | 13 | 14 | 22 100 | |
| Radio | 3 | 3 | 3 200 | |
| Direct mail | 15 | 20 | 37 800 | |
| None of these | 36 | 33 | 58 300 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 15 | 28 400 |
| Newspapers | 16 | 18 | 36 300 | |
| Magazine websites | 7 | 9 | 9 500 | |
| Newspaper websites | 9 | 12 | 17 300 | |
| Blogs | 5 | 5 | 3 200 | |
| Social media | 26 | 22 | 17 300 | |
| Other websites | 42 | 42 | 44 200 | |
| Television | 14 | 16 | 26 800 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 30 | 38 | 69 400 | |
| None of these | 28 | 26 | 45 700 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 26 | 33 100 |
| Well-being and health | 50 | 59 | 93 000 | |
| Charity work | 13 | 17 | 22 100 | |
| Self development | 32 | 33 | 36 300 | |
| Celebrities | 14 | 23 | 26 800 | |
| Fishing | 16 | 13 | 22 100 | |
| Beauty care and cosmetics | 16 | 16 | 18 900 | |
| Literature | 27 | 38 | 56 800 | |
| Domestic and foreign news | 52 | 61 | 83 600 | |
| Domestic travel | 32 | 38 | 50 500 | |
| Culture | 33 | 38 | 52 000 | |
| Crafts | 25 | 26 | 44 200 | |
| Nature and going outdoor | 52 | 53 | 77 300 | |
| Hunting | 10 | 8 | 9 500 | |
| Style and fashion | 20 | 21 | 26 800 | |
| Music and concerts | 36 | 42 | 53 600 | |
| Going on summer cottage | 29 | 29 | 37 800 | |
| Local affairs | 55 | 66 | 100 900 | |
| Computer/console/mobile playing | 17 | 13 | 12 600 | |
| Politics | 42 | 49 | 63 100 | |
| Gardening and plants | 30 | 36 | 53 600 | |
| Building and renovating | 34 | 37 | 50 500 | |
| Food and drink | 38 | 40 | 50 500 | |
| Cooking, baking, recipes | 38 | 43 | 63 100 | |
| Investment | 23 | 23 | 28 400 | |
| Decorating | 28 | 30 | 33 100 | |
| Economic and finances | 35 | 37 | 48 900 | |
| Science | 35 | 37 | 30 000 | |
| Travelling abroad | 34 | 35 | 42 600 | |
| Sports, exercising | 45 | 48 | 63 100 | |
| Sailing, boating | 10 | 8 | 6 300 | |
| Consumer electronics and information technology | 21 | 21 | 17 300 | |
| Environmental matters | 31 | 35 | 39 400 | |
| 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
- Otavamedia Oy
- Uudenmaankatu 10
- 00120 Helsinki
- www.otavamedia.fi
- Mediamyynti Otavamedia
- yrityspalvelu@otavamedia.fi
Media
Publisher
- Otavamedia Oy
Publisher
- Otavamedia Oy
Vastaava päätoimittaja
- Erkki Meriluoto
Address
- Uudenmaankatu 10
- 00120 Helsinki
Postal address
- Uudenmaankatu 10
- 00015 Otavamedia
Phone
- +358 9 15661
- seura@otavamedia.fi