Suomen Luonto
Kansikuva Suomen Luonto 2026

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 printed and digital issues per year. Suomen Luonto was established in 1941.

Issues per year

10 issues per year

Copies

22 000

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 23.1.2026 4.12.2025 18.12.2025
2 20.2.2026 15.1.2026 29.1.2026
3 27.3.2026 19.2.2026 5.3.2026
4 4.5.2026 26.3.2026 9.4.2026
5 12.6.2026 7.5.2026 21.5.2026
6 21.8.2026 23.7.2026 30.7.2026
7 18.9.2026 13.8.2026 27.8.2026
8 16.10.2026 10.9.2026 24.9.2026
9 13.11.2026 8.10.2026 22.10.2026
10 11.12.2026 5.11.2026 19.11.2026

Ei aikatauluja vuodelle 2027.

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 €
Moduli portrait Not specified 43 x 50 mm *) 125 €
*) size without marginal Prices valid until 31.12.2026
Size

220 x 297 mm

Printing method

Offset

Binding

Perfect Binding

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 31.12.2027
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 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
168 300
Total reach
252 000
How many times read
2
Minutes of reading
71 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026

NRS Facts

Print readers include only those who read the printed magazine.

Readers 168 300
Minutes of reading71 min
How many times read2
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 59 99 300
Men 49 41 69 000
Native language Finnish 95 97 163 300
Swedish 5 3 5 000
Age 15-24 y 13 8 13 500
25-34 y 14 6 10 100
35-44 y 14 11 18 500
45-54 y 14 13 21 900
55-64 y 15 16 26 900
65+ y 30 47 79 100
Gender + age Female 15-29 years 9 5 8 400
Female 30-49 years 14 14 23 600
Female 50+ years 28 39 65 600
Male 15-29 years 10 5 8 400
Male 30-49 years 15 8 13 500
Male 50+ years 24 28 47 100
Household position Lives at home with parents 7 5 8 400
Lives alone 29 29 48 800
Lives with spouse 36 43 72 400
Lives with spouse and children 23 20 33 700
Single parent 2 1 1 700
Other 2 2 3 400
Grandchildren under 18 years of age Yes 20 26 43 800
No 39 49 82 500
No answer (under 45 year olds) 41 25 42 100
Education Elementary school 4 5 8 400
Secondary school 6 5 8 400
Vocational 26 20 33 700
High school 13 11 18 500
University of Applied Sciences 19 16 26 900
University 30 42 70 700
Something else 2 2 3 400
Decision-maker in grocery purchases Yes 93 93 156 500
No 7 7 11 800
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 77 129 600
No 32 23 38 700
Size of the household 1 pers 28 28 47 100
2 pers 38 45 75 700
3 pers 14 11 18 500
4 pers 12 10 16 800
5+ pers 7 6 10 100
Household income (gross) Below 20 000 € /y 10 7 11 800
20 000 - 35 000 € /y 15 18 30 300
35 001 - 50 000 € /y 18 21 35 300
50 001 - 85 000 € /y 21 21 35 300
85 001 - 100 000 € /y 8 10 16 800
Over 100 000 € /y 12 11 18 500
Dont want to tell 7 7 11 800
Cant say / No answer 9 6 10 100
Family with kids Yes 33 26 43 800
No 67 74 124 500
Number of children in the household (5th grade) 1 child 13 11 18 500
2 children 12 10 16 800
3 children 5 4 6 700
4 children 1 1 1 700
5+ children 1 1 1 700
There are no children 67 74 124 500
Doesn't want to answer 0 0 0
Pets in household Cat 15 14 23 600
Dog 24 25 42 100
Some other pet 5 7 11 800
No pets 62 63 106 000
Health services used in the household Public health services 85 88 148 100
Employer - funded health care services 51 42 70 700
Private, self-funded healthcare services 39 47 79 100
Private health insurance services 27 24 40 400
No health care 1 1 1 700
Can not say 1 0 0
Housing Apartment 33 30 50 500
Row house or semi-detached house 17 18 30 300
Detached house 45 48 80 800
Farm 4 4 6 700
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 82 138 000
Rented residence 22 15 25 200
Right of residence apartment 2 2 3 400
Something else 1 1 1 700
Can not say 1 0 0
Cottage or holiday home in regular use Yes 41 47 79 100
No 58 53 89 200
Can not say 1 1 1 700
Number of cars in household One car 46 49 82 500
Two cars 29 29 48 800
Three or more cars 10 8 13 500
No car 15 14 23 600
Type of car, if buying now New 18 22 37 000
Used 71 68 114 400
Company car 5 4 6 700
Leasing (personal) 9 9 15 100
Shared car 2 2 3 400
Doesn't use a car 8 9 15 100
Can not say 5 5 8 400
Advertising ban at the door / mailbox Yes 29 25 42 100
No 70 75 126 200
Can not say 1 1 1 700
Using AdBlocker or similar application Yes 19 14 23 600
No 75 79 133 000
Can not say 5 7 11 800
Type of municipality (7 class) Greater Helsinki 20 18 30 300
Turku or Tampere 8 8 13 500
Oulu 4 3 5 000
70 000 - 150 000 inhabitants town 14 14 23 600
Urban municipality 24 27 45 400
Conurbation 17 17 28 600
Countryside 12 12 20 200
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 24 40 400
5-6 days a week 4 6 10 100
1-4 days a week 23 34 57 200
Monthly 25 23 38 700
Rarely 27 10 16 800
Never 9 2 3 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 26 43 800
5-6 days a week 5 6 10 100
1-4 days a week 18 20 33 700
Monthly 16 15 25 200
Rarely 24 21 35 300
Never 13 10 16 800
Can not say 1 1 1 700
The frequency of reading: Print newspapers or afternoon papers Daily 24 38 64 000
5-6 days a week 4 8 13 500
1-4 days a week 22 25 42 100
Monthly 16 13 21 900
Rarely 25 13 21 900
Never 9 3 5 000
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 59 99 300
5-6 days a week 9 10 16 800
1-4 days a week 16 12 20 200
Monthly 7 7 11 800
Rarely 8 8 13 500
Never 5 5 8 400
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 4 6 700
5-6 days a week 3 4 6 700
1-4 days a week 38 45 75 700
Monthly 20 19 32 000
Rarely 24 20 33 700
Never 10 7 11 800
Can not say 1 1 1 700
The frequency of watching: Free online TV services Daily 19 22 37 000
5-6 days a week 10 11 18 500
1-4 days a week 29 30 50 500
Monthly 20 17 28 600
Rarely 15 12 20 200
Never 6 7 11 800
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 15 25 200
5-6 days a week 10 8 13 500
1-4 days a week 22 20 33 700
Monthly 9 8 13 500
Rarely 12 12 20 200
Never 29 37 62 300
Can not say 1 1 1 700
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 54 90 900
5-6 days a week 10 10 16 800
1-4 days a week 19 16 26 900
Monthly 12 9 15 100
Rarely 13 8 13 500
Never 4 2 3 400
Can not say 0 1 1 700
The frequency of watching: Programs of commercial TV channels Daily 33 40 67 300
5-6 days a week 11 12 20 200
1-4 days a week 20 18 30 300
Monthly 12 10 16 800
Rarely 14 10 16 800
Never 9 9 15 100
Can not say 1 1 1 700
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 35 58 900
5-6 days a week 5 5 8 400
1-4 days a week 15 16 26 900
Monthly 13 11 18 500
Rarely 27 22 37 000
Never 16 11 18 500
Can not say 1 0 0
The frequency of listening: Programs of commercial radio channels Daily 17 16 26 900
5-6 days a week 9 7 11 800
1-4 days a week 19 19 32 000
Monthly 14 13 21 900
Rarely 23 24 40 400
Never 17 19 32 000
Can not say 1 1 1 700
The frequency of listening: Podcasts Daily 7 5 8 400
5-6 days a week 4 3 5 000
1-4 days a week 12 10 16 800
Monthly 14 13 21 900
Rarely 26 26 43 800
Never 35 39 65 600
Can not say 2 3 5 000
User frequency and following: Social media Daily 62 57 95 900
5-6 days a week 7 8 13 500
1-4 days a week 7 8 13 500
Monthly 3 3 5 000
Rarely 6 6 10 100
Never 15 19 32 000
Can not say 0 1 1 700
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 18 500
5-6 days a week 5 4 6 700
1-4 days a week 13 10 16 800
Monthly 8 8 13 500
Rarely 20 21 35 300
Never 36 44 74 100
Can not say 1 2 3 400
Reading frequency: Printed books Daily 17 24 40 400
5-6 days a week 6 7 11 800
1-4 days a week 15 16 26 900
Monthly 22 20 33 700
Rarely 34 27 45 400
Never 7 5 8 400
Can not say 0 1 1 700
Reading frequency: E-books Daily 3 3 5 000
5-6 days a week 2 2 3 400
1-4 days a week 4 3 5 000
Monthly 6 7 11 800
Rarely 30 25 42 100
Never 54 58 97 600
Can not say 1 1 1 700
Listening frequency: Audiobooks Daily 8 9 15 100
5-6 days a week 3 3 5 000
1-4 days a week 6 4 6 700
Monthly 8 9 15 100
Rarely 23 18 30 300
Never 52 56 94 200
Can not say 1 1 1 700
Usage/viewing frequency: YouTube Daily 22 14 23 600
5-6 days a week 9 8 13 500
1-4 days a week 20 18 30 300
Monthly 20 23 38 700
Rarely 19 21 35 300
Never 10 16 26 900
Can not say 0 1 1 700
Usage/following: LinkedIn Daily 6 5 8 400
5-6 days a week 2 2 3 400
1-4 days a week 7 7 11 800
Monthly 8 7 11 800
Rarely 13 11 18 500
Never 52 54 90 900
Cant say / No answer 11 14 23 600
Usage/following: Facebook Daily 40 41 69 000
5-6 days a week 6 7 11 800
1-4 days a week 11 10 16 800
Monthly 5 4 6 700
Rarely 10 8 13 500
Never 17 17 28 600
Cant say / No answer 10 13 21 900
Usage/Following: Instagram Daily 37 31 52 200
5-6 days a week 6 5 8 400
1-4 days a week 9 8 13 500
Monthly 5 4 6 700
Rarely 8 9 15 100
Never 25 30 50 500
Cant say / No answer 10 14 23 600
Usage/following rate: Snapchat Daily 16 9 15 100
5-6 days a week 2 1 1 700
1-4 days a week 2 2 3 400
Monthly 2 2 3 400
Rarely 5 5 8 400
Never 62 68 114 400
Cant say / No answer 11 14 23 600
Usage/following: X (formerly Twitter) Daily 4 4 6 700
5-6 days a week 2 1 1 700
1-4 days a week 4 3 5 000
Monthly 3 3 5 000
Rarely 11 9 15 100
Never 66 67 112 800
Cant say / No answer 10 13 21 900
Usage/Following: TikTok Daily 13 8 13 500
5-6 days a week 2 1 1 700
1-4 days a week 4 3 5 000
Monthly 3 2 3 400
Rarely 8 7 11 800
Never 62 67 112 800
Cant say / No answer 10 13 21 900
Usage/following frequency: Jodel Daily 3 1 1 700
5-6 days a week 1 1 1 700
1-4 days a week 2 1 1 700
Monthly 3 3 5 000
Rarely 6 4 6 700
Never 71 70 117 800
Cant say / No answer 15 20 33 700
Usage/following frequency: Threads Daily 3 3 5 000
5-6 days a week 1 1 1 700
1-4 days a week 4 4 6 700
Monthly 3 2 3 400
Rarely 5 4 6 700
Never 69 66 111 100
Cant say / No answer 15 20 33 700
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 1 700
Monthly 1 1 1 700
Rarely 3 3 5 000
Never 80 74 124 500
Cant say / No answer 15 20 33 700
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 13 21 900
Partially agree 42 38 64 000
Partially disagree 29 34 57 200
Completely disagree 10 12 20 200
Can not say 3 3 5 000
I prefer domestic products Completely agree 33 37 62 300
Partially agree 55 54 90 900
Partially disagree 9 6 10 100
Completely disagree 1 1 1 700
Can not say 2 2 3 400
I consciously make responsible choices in my consumption Completely agree 21 26 43 800
Partially agree 54 54 90 900
Partially disagree 18 13 21 900
Completely disagree 4 3 5 000
Can not say 4 3 5 000
When shopping, quality is more important to me than price Completely agree 24 26 43 800
Partially agree 58 58 97 600
Partially disagree 14 11 18 500
Completely disagree 1 1 1 700
Can not say 3 3 5 000
I usually choose the cheapest option Completely agree 13 10 16 800
Partially agree 48 47 79 100
Partially disagree 32 37 62 300
Completely disagree 5 5 8 400
Can not say 2 2 3 400
I often take advantage of discount and campaign prices in my purchases Completely agree 39 37 62 300
Partially agree 49 51 85 800
Partially disagree 9 9 15 100
Completely disagree 2 1 1 700
Can not say 1 1 1 700
In my circle of friends, I am often the first to try new things Completely agree 5 5 8 400
Partially agree 23 23 38 700
Partially disagree 38 36 60 600
Completely disagree 24 26 43 800
Can not say 10 10 16 800
In my opinion, money is for consumption and not for saving Completely agree 5 5 8 400
Partially agree 37 35 58 900
Partially disagree 43 45 75 700
Completely disagree 10 11 18 500
Can not say 4 4 6 700
I prefer local shops and services Completely agree 28 32 53 900
Partially agree 58 57 95 900
Partially disagree 11 9 15 100
Completely disagree 1 1 1 700
Can not say 2 1 1 700
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 6 700
Partially agree 27 24 40 400
Partially disagree 28 28 47 100
Completely disagree 33 37 62 300
Can not say 7 8 13 500
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 15 100
Partially agree 32 36 60 600
Partially disagree 36 35 58 900
Completely disagree 20 18 30 300
Can not say 3 3 5 000
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 20 33 700
Partially agree 49 52 87 500
Partially disagree 23 18 30 300
Completely disagree 7 5 8 400
Can not say 5 4 6 700
Ecology is an important purchase reason for me Completely agree 18 24 40 400
Partially agree 50 52 87 500
Partially disagree 23 17 28 600
Completely disagree 6 4 6 700
Can not say 4 3 5 000
I prefer well-known brands Completely agree 13 12 20 200
Partially agree 59 60 101 000
Partially disagree 20 20 33 700
Completely disagree 5 5 8 400
Can not say 3 4 6 700
I prefer used products in my purchases Completely agree 15 14 23 600
Partially agree 39 37 62 300
Partially disagree 31 33 55 500
Completely disagree 11 12 20 200
Can not say 3 4 6 700
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 23 600
Quite positively 61 62 104 300
Quite negatively 16 15 25 200
Very negative 4 4 6 700
Can not say 6 5 8 400
Magazines Very positive 12 12 20 200
Quite positively 60 62 104 300
Quite negatively 18 17 28 600
Very negative 4 4 6 700
Can not say 7 6 10 100
Free and local newspapers Very positive 22 24 40 400
Quite positively 56 56 94 200
Quite negatively 11 11 18 500
Very negative 4 4 6 700
Can not say 6 6 10 100
Newspaper/Magazine websites or applications Very positive 5 5 8 400
Quite positively 43 42 70 700
Quite negatively 33 33 55 500
Very negative 11 10 16 800
Can not say 8 10 16 800
Social media (Facebook, Instagram etc.) Very positive 5 3 5 000
Quite positively 30 26 43 800
Quite negatively 35 36 60 600
Very negative 19 19 32 000
Can not say 11 16 26 900
Influencer advertising (e.g. in social media) Very positive 4 3 5 000
Quite positively 25 20 33 700
Quite negatively 35 36 60 600
Very negative 23 24 40 400
Can not say 13 17 28 600
Newsletters to email Very positive 2 2 3 400
Quite positively 16 15 25 200
Quite negatively 35 35 58 900
Very negative 45 45 75 700
Can not say 3 3 5 000
Other websites Very positive 2 2 3 400
Quite positively 32 28 47 100
Quite negatively 39 41 69 000
Very negative 15 14 23 600
Can not say 12 14 23 600
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 5 8 400
Quite positively 44 43 72 400
Quite negatively 31 31 52 200
Very negative 14 15 25 200
Can not say 4 6 10 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 2 3 400
Quite positively 33 31 52 200
Quite negatively 35 34 57 200
Very negative 21 24 40 400
Can not say 7 9 15 100
Home delivered advertisements and catalogues Very positive 14 15 25 200
Quite positively 44 45 75 700
Quite negatively 21 22 37 000
Very negative 15 13 21 900
Can not say 5 5 8 400
Out-of-home advertising Very positive 11 8 13 500
Quite positively 51 49 82 500
Quite negatively 22 25 42 100
Very negative 9 9 15 100
Can not say 8 9 15 100
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 21 35 300
Partially agree 59 61 102 700
Partially disagree 10 9 15 100
Completely disagree 3 2 3 400
Can not say 11 7 11 800
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 19 32 000
Partially agree 56 60 101 000
Partially disagree 14 11 18 500
Completely disagree 4 3 5 000
Can not say 10 7 11 800
When reading a magazine, I don't multitask Completely agree 33 38 64 000
Partially agree 39 39 65 600
Partially disagree 17 13 21 900
Completely disagree 4 3 5 000
Can not say 8 7 11 800
A professional magazine keeps me up to date on professional matters Completely agree 21 24 40 400
Partially agree 44 44 74 100
Partially disagree 11 10 16 800
Completely disagree 5 4 6 700
Can not say 18 18 30 300
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 38 64 000
Partially agree 47 46 77 400
Partially disagree 7 5 8 400
Completely disagree 3 2 3 400
Can not say 12 10 16 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 18 30 300
Partially agree 51 53 89 200
Partially disagree 13 12 20 200
Completely disagree 3 2 3 400
Can not say 18 15 25 200
Finnish magazines offer reliable product recommendations Completely agree 10 12 20 200
Partially agree 50 53 89 200
Partially disagree 17 17 28 600
Completely disagree 3 2 3 400
Can not say 20 16 26 900
Finnish magazines are of high quality Completely agree 22 26 43 800
Partially agree 57 59 99 300
Partially disagree 9 7 11 800
Completely disagree 1 1 1 700
Can not say 10 7 11 800
Ads in magazines make new things familiar Completely agree 10 11 18 500
Partially agree 48 51 85 800
Partially disagree 22 21 35 300
Completely disagree 7 7 11 800
Can not say 13 10 16 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 11 18 500
Partially agree 33 33 55 500
Partially disagree 22 24 40 400
Completely disagree 22 23 38 700
Can not say 11 9 15 100
I have purchased products based on the ad in magazine Completely agree 9 9 15 100
Partially agree 31 32 53 900
Partially disagree 26 28 47 100
Completely disagree 24 24 40 400
Can not say 10 7 11 800
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 15 25 200
Partially agree 48 50 84 200
Partially disagree 20 19 32 000
Completely disagree 12 11 18 500
Can not say 7 5 8 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 9 15 100
Partially agree 28 31 52 200
Partially disagree 27 27 45 400
Completely disagree 28 27 45 400
Can not say 10 7 11 800
Advertising published in magazines is trustworthy Completely agree 4 4 6 700
Partially agree 36 36 60 600
Partially disagree 35 35 58 900
Completely disagree 9 9 15 100
Can not say 16 16 26 900
The free customer magazine is an important customer benefit for me Completely agree 15 17 28 600
Partially agree 39 43 72 400
Partially disagree 23 22 37 000
Completely disagree 12 10 16 800
Can not say 10 8 13 500
I follow one or more magazines on social media Completely agree 7 6 10 100
Partially agree 20 21 35 300
Partially disagree 23 22 37 000
Completely disagree 42 44 74 100
Can not say 7 7 11 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 39 65 600
Partially agree 27 28 47 100
Partially disagree 11 12 20 200
Completely disagree 14 19 32 000
Can not say 2 2 3 400
I usually read many articles at once when I visit magazine websites Completely agree 35 35 58 900
Partially agree 39 39 65 600
Partially disagree 13 13 21 900
Completely disagree 10 11 18 500
Can not say 3 3 5 000
I often end up on newspaper websites through social media or other links Completely agree 18 14 23 600
Partially agree 33 33 55 500
Partially disagree 21 21 35 300
Completely disagree 24 27 45 400
Can not say 4 5 8 400
I read newspaper websites or apps several times a day Completely agree 19 19 32 000
Partially agree 33 33 55 500
Partially disagree 25 23 38 700
Completely disagree 21 23 38 700
Can not say 3 3 5 000
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 19 32 000
Partially agree 21 19 32 000
Partially disagree 17 16 26 900
Completely disagree 37 41 69 000
Can not say 8 5 8 400
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 28 47 100
Partially agree 52 49 82 500
Partially disagree 12 11 18 500
Completely disagree 4 4 6 700
Can not say 8 8 13 500
I want to know if media content has been generated using AI Completely agree 75 76 127 900
Partially agree 16 15 25 200
Partially disagree 3 2 3 400
Completely disagree 2 1 1 700
Can not say 5 5 8 400
I am willing to pay for well-crafted journalistic content Completely agree 31 37 62 300
Partially agree 39 39 65 600
Partially disagree 15 13 21 900
Completely disagree 8 6 10 100
Can not say 7 6 10 100
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 58 97 600
Cosmetics and beauty care 16 18 30 300
Interior design and furniture 26 27 45 400
Renovation and building 24 23 38 700
Domestic appliances 10 11 18 500
Consumer electronics and IT equipment 13 12 20 200
Saving and investing 14 14 23 600
Style and fashion 21 25 42 100
Cars 14 11 18 500
Travelling 23 26 43 800
Sports clothing, footwear or equipment 14 16 26 900
Health and wellness products/services 19 24 40 400
None of these 16 13 21 900
Can not say 10 9 15 100
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 46 77 400
Cosmetics and beauty care 17 18 30 300
Interior design and furniture 21 19 32 000
Renovation and building 21 18 30 300
Domestic appliances 10 10 16 800
Consumer electronics and IT equipment 17 14 23 600
Saving and investing 13 11 18 500
Style and fashion 19 20 33 700
Cars 13 11 18 500
Travelling 23 23 38 700
Sports clothing, footwear or equipment 16 15 25 200
Health and wellness products/services 18 18 30 300
None of these 21 23 38 700
Can not say 12 13 21 900
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 16 26 900
Well-being and health 50 55 92 600
Charity work 14 24 40 400
Self development 32 32 53 900
Celebrities 13 9 15 100
Fishing 15 21 35 300
Beauty care and cosmetics 16 10 16 800
Literature 29 46 77 400
Domestic and foreign news 51 63 106 000
Domestic travel 33 38 64 000
Culture 34 52 87 500
Crafts 25 31 52 200
Nature and going outdoor 52 77 129 600
Hunting 9 12 20 200
Style and fashion 20 16 26 900
Music and concerts 37 43 72 400
Going on summer cottage 29 33 55 500
Local affairs 56 65 109 400
Computer/console/mobile playing 17 10 16 800
Politics 43 55 92 600
Gardening and plants 29 49 82 500
Online gambling or betting 5 5 8 400
Building and renovating 34 35 58 900
Food and drink 38 34 57 200
Cooking, baking, recipes 38 43 72 400
Investment 24 19 32 000
Decorating 28 25 42 100
Economic and finances 36 33 55 500
Science 37 53 89 200
Travelling abroad 34 25 42 100
Sports, exercising 45 42 70 700
Sailing, boating 9 10 16 800
Consumer electronics and information technology 20 15 25 200
Environmental matters 31 60 101 000
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 1 700
Buying an apartment 11 8 13 500
Home renovation 27 28 47 100
Buying a car 27 24 40 400
Buying a boat 3 3 5 000
None of these 51 52 87 500
Purchases in the last 12 months Furniture and furnishings 43 40 67 300
Repair and construction products 38 40 67 300
Domestic appliances 37 38 64 000
Electronics or IT products 49 46 77 400
Cars 19 17 28 600
Clothing and footwear 84 85 143 100
Eyeglasses, contact lenses or sunglasses 36 39 65 600
Sports clothing, footwear or equipment 57 56 94 200
Saving or investing products or services 32 32 53 900
Cosmetics and beauty products 49 53 89 200
Mobile phones 29 28 47 100
Travels 50 50 84 200
Products and services for health and well-being 61 66 111 100
None of the above 1 1 1 700
Intentions to purchase within 12 months Furniture and furnishings 29 25 42 100
Repair and construction products 33 35 58 900
Domestic appliances 17 15 25 200
Electronics or IT products 27 22 37 000
Cars 14 12 20 200
Clothing and footwear 68 68 114 400
Eyeglasses, contact lenses or sunglasses 27 28 47 100
Sports clothing, footwear or equipment 43 41 69 000
Saving or investing products or services 27 26 43 800
Cosmetics and beauty products 39 44 74 100
Mobile phones 15 15 25 200
Travels 46 46 77 400
Products and services for health and well-being 50 56 94 200
None of the above 6 6 10 100
Will consider switching over the next 12 months Bank 7 6 10 100
Insurance company 11 9 15 100
electric company 15 14 23 600
Internet Connection 10 9 15 100
Phone-subscription 17 17 28 600
None of the above 48 52 87 500
Can not say 17 16 26 900
Uses of extra money Travelling 43 43 72 400
Exercise hobbies and equipment 28 26 43 800
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 44 74 100
Eating, drinking, partying in a restaurant 38 34 57 200
Health services and one's own well-being 22 27 45 400
Renovation, decoration 23 23 38 700
Home services (cleaning and other housekeeping services) 6 9 15 100
Pet services and supplies 11 11 18 500
Car, boat, motorcycle 13 11 18 500
Entertainment electronics and information technology equipment, mobile phones 14 9 15 100
Streaming services and channel packages (music, series, films, sports) 17 15 25 200
Magazine/newspaper subscriptions (print or digital) 9 13 21 900
Books (print, e-books, audiobooks) 18 24 40 400
Clothes, shoes and bags 24 22 37 000
Cosmetics and beauty care 13 12 20 200
Saving, investing 50 48 80 800
Other 7 7 11 800
There is no extra money after mandatory expenses 8 7 11 800
Can not say 3 3 5 000
Source: NRS 2026

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

Total reach 252 000
Only print 156 200
Only print 83 200
Print and online 12 600
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 55 99 300
Men 49 45 69 000
Native language Finnish 95 97 163 300
Swedish 5 3 5 000
Age 15-24 y 13 10 13 500
25-34 y 14 8 10 100
35-44 y 14 11 18 500
45-54 y 14 13 21 900
55-64 y 15 16 26 900
65+ y 30 41 79 100
Gender + age Female 15-29 years 9 6 8 400
Female 30-49 years 14 13 23 600
Female 50+ years 28 35 65 600
Male 15-29 years 10 7 8 400
Male 30-49 years 15 10 13 500
Male 50+ years 24 29 47 100
Household position Lives at home with parents 7 7 8 400
Lives alone 29 29 48 800
Lives with spouse 36 41 72 400
Lives with spouse and children 23 19 33 700
Single parent 2 1 1 700
Other 2 2 3 400
Grandchildren under 18 years of age Yes 20 25 43 800
No 39 46 82 500
No answer (under 45 year olds) 41 29 42 100
Education Elementary school 4 5 8 400
Secondary school 6 6 8 400
Vocational 26 22 33 700
High school 13 12 18 500
University of Applied Sciences 19 16 26 900
University 30 38 70 700
Something else 2 2 3 400
Decision-maker in grocery purchases Yes 93 93 156 500
No 7 7 11 800
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 74 129 600
No 32 26 38 700
Size of the household 1 pers 28 29 47 100
2 pers 38 43 75 700
3 pers 14 12 18 500
4 pers 12 10 16 800
5+ pers 7 7 10 100
Household income (gross) Below 20 000 € /y 10 8 11 800
20 000 - 35 000 € /y 15 17 30 300
35 001 - 50 000 € /y 18 20 35 300
50 001 - 85 000 € /y 21 20 35 300
85 001 - 100 000 € /y 8 9 16 800
Over 100 000 € /y 12 10 18 500
Dont want to tell 7 7 11 800
Cant say / No answer 9 7 10 100
Family with kids Yes 33 27 43 800
No 67 73 124 500
Number of children in the household (5th grade) 1 child 13 11 18 500
2 children 12 10 16 800
3 children 5 4 6 700
4 children 1 1 1 700
5+ children 1 1 1 700
There are no children 67 73 124 500
Doesn't want to answer 0 0 0
Pets in household Cat 15 15 23 600
Dog 24 25 42 100
Some other pet 5 6 11 800
No pets 62 62 106 000
Health services used in the household Public health services 85 88 148 100
Employer - funded health care services 51 45 70 700
Private, self-funded healthcare services 39 44 79 100
Private health insurance services 27 24 40 400
No health care 1 1 1 700
Can not say 1 0 0
Housing Apartment 33 31 50 500
Row house or semi-detached house 17 17 30 300
Detached house 45 46 80 800
Farm 4 5 6 700
Something else 1 1 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 80 138 000
Rented residence 22 17 25 200
Right of residence apartment 2 2 3 400
Something else 1 1 1 700
Can not say 1 1 0
Cottage or holiday home in regular use Yes 41 45 79 100
No 58 54 89 200
Can not say 1 1 1 700
Number of cars in household One car 46 47 82 500
Two cars 29 29 48 800
Three or more cars 10 9 13 500
No car 15 15 23 600
Type of car, if buying now New 18 21 37 000
Used 71 70 114 400
Company car 5 4 6 700
Leasing (personal) 9 9 15 100
Shared car 2 2 3 400
Doesn't use a car 8 8 15 100
Can not say 5 5 8 400
Advertising ban at the door / mailbox Yes 29 27 42 100
No 70 73 126 200
Can not say 1 1 1 700
Using AdBlocker or similar application Yes 19 16 23 600
No 75 78 133 000
Can not say 5 6 11 800
Type of municipality (7 class) Greater Helsinki 20 19 30 300
Turku or Tampere 8 8 13 500
Oulu 4 4 5 000
70 000 - 150 000 inhabitants town 14 14 23 600
Urban municipality 24 26 45 400
Conurbation 17 16 28 600
Countryside 12 13 20 200
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 20 40 400
5-6 days a week 4 6 10 100
1-4 days a week 23 30 57 200
Monthly 25 25 38 700
Rarely 27 15 16 800
Never 9 3 3 400
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 26 43 800
5-6 days a week 5 7 10 100
1-4 days a week 18 21 33 700
Monthly 16 15 25 200
Rarely 24 21 35 300
Never 13 9 16 800
Can not say 1 1 1 700
The frequency of reading: Print newspapers or afternoon papers Daily 24 33 64 000
5-6 days a week 4 7 13 500
1-4 days a week 22 24 42 100
Monthly 16 15 21 900
Rarely 25 17 21 900
Never 9 3 5 000
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 61 99 300
5-6 days a week 9 9 16 800
1-4 days a week 16 12 20 200
Monthly 7 6 11 800
Rarely 8 7 13 500
Never 5 4 8 400
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 4 6 700
5-6 days a week 3 4 6 700
1-4 days a week 38 43 75 700
Monthly 20 19 32 000
Rarely 24 21 33 700
Never 10 8 11 800
Can not say 1 1 1 700
The frequency of watching: Free online TV services Daily 19 22 37 000
5-6 days a week 10 11 18 500
1-4 days a week 29 30 50 500
Monthly 20 18 28 600
Rarely 15 12 20 200
Never 6 7 11 800
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 16 25 200
5-6 days a week 10 9 13 500
1-4 days a week 22 20 33 700
Monthly 9 8 13 500
Rarely 12 12 20 200
Never 29 34 62 300
Can not say 1 1 1 700
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 51 90 900
5-6 days a week 10 9 16 800
1-4 days a week 19 17 26 900
Monthly 12 10 15 100
Rarely 13 9 13 500
Never 4 3 3 400
Can not say 0 1 1 700
The frequency of watching: Programs of commercial TV channels Daily 33 38 67 300
5-6 days a week 11 12 20 200
1-4 days a week 20 19 30 300
Monthly 12 10 16 800
Rarely 14 11 16 800
Never 9 8 15 100
Can not say 1 1 1 700
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 31 58 900
5-6 days a week 5 5 8 400
1-4 days a week 15 16 26 900
Monthly 13 12 18 500
Rarely 27 23 37 000
Never 16 12 18 500
Can not say 1 1 0
The frequency of listening: Programs of commercial radio channels Daily 17 17 26 900
5-6 days a week 9 8 11 800
1-4 days a week 19 20 32 000
Monthly 14 13 21 900
Rarely 23 24 40 400
Never 17 18 32 000
Can not say 1 1 1 700
The frequency of listening: Podcasts Daily 7 6 8 400
5-6 days a week 4 4 5 000
1-4 days a week 12 12 16 800
Monthly 14 14 21 900
Rarely 26 26 43 800
Never 35 37 65 600
Can not say 2 3 5 000
User frequency and following: Social media Daily 62 58 95 900
5-6 days a week 7 7 13 500
1-4 days a week 7 8 13 500
Monthly 3 3 5 000
Rarely 6 6 10 100
Never 15 17 32 000
Can not say 0 1 1 700
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 13 18 500
5-6 days a week 5 4 6 700
1-4 days a week 13 12 16 800
Monthly 8 8 13 500
Rarely 20 21 35 300
Never 36 41 74 100
Can not say 1 2 3 400
Reading frequency: Printed books Daily 17 22 40 400
5-6 days a week 6 6 11 800
1-4 days a week 15 17 26 900
Monthly 22 20 33 700
Rarely 34 29 45 400
Never 7 5 8 400
Can not say 0 1 1 700
Reading frequency: E-books Daily 3 3 5 000
5-6 days a week 2 2 3 400
1-4 days a week 4 4 5 000
Monthly 6 7 11 800
Rarely 30 28 42 100
Never 54 56 97 600
Can not say 1 1 1 700
Listening frequency: Audiobooks Daily 8 9 15 100
5-6 days a week 3 3 5 000
1-4 days a week 6 5 6 700
Monthly 8 10 15 100
Rarely 23 20 30 300
Never 52 54 94 200
Can not say 1 1 1 700
Usage/viewing frequency: YouTube Daily 22 17 23 600
5-6 days a week 9 9 13 500
1-4 days a week 20 18 30 300
Monthly 20 22 38 700
Rarely 19 19 35 300
Never 10 13 26 900
Can not say 0 1 1 700
Usage/following: LinkedIn Daily 6 5 8 400
5-6 days a week 2 2 3 400
1-4 days a week 7 7 11 800
Monthly 8 7 11 800
Rarely 13 13 18 500
Never 52 53 90 900
Cant say / No answer 11 13 23 600
Usage/following: Facebook Daily 40 41 69 000
5-6 days a week 6 7 11 800
1-4 days a week 11 10 16 800
Monthly 5 5 6 700
Rarely 10 9 13 500
Never 17 16 28 600
Cant say / No answer 10 11 21 900
Usage/Following: Instagram Daily 37 32 52 200
5-6 days a week 6 6 8 400
1-4 days a week 9 9 13 500
Monthly 5 4 6 700
Rarely 8 9 15 100
Never 25 28 50 500
Cant say / No answer 10 12 23 600
Usage/following rate: Snapchat Daily 16 12 15 100
5-6 days a week 2 1 1 700
1-4 days a week 2 2 3 400
Monthly 2 2 3 400
Rarely 5 5 8 400
Never 62 67 114 400
Cant say / No answer 11 12 23 600
Usage/following: X (formerly Twitter) Daily 4 4 6 700
5-6 days a week 2 2 1 700
1-4 days a week 4 4 5 000
Monthly 3 4 5 000
Rarely 11 10 15 100
Never 66 65 112 800
Cant say / No answer 10 12 21 900
Usage/Following: TikTok Daily 13 10 13 500
5-6 days a week 2 1 1 700
1-4 days a week 4 3 5 000
Monthly 3 2 3 400
Rarely 8 8 11 800
Never 62 64 112 800
Cant say / No answer 10 12 21 900
Usage/following frequency: Jodel Daily 3 2 1 700
5-6 days a week 1 1 1 700
1-4 days a week 2 2 1 700
Monthly 3 3 5 000
Rarely 6 5 6 700
Never 71 70 117 800
Cant say / No answer 15 18 33 700
Usage/following frequency: Threads Daily 3 3 5 000
5-6 days a week 1 1 1 700
1-4 days a week 4 4 6 700
Monthly 3 3 3 400
Rarely 5 5 6 700
Never 69 67 111 100
Cant say / No answer 15 18 33 700
Usage/following frequency: Bluesky Daily 0 0 0
5-6 days a week 0 0 0
1-4 days a week 1 1 1 700
Monthly 1 2 1 700
Rarely 3 3 5 000
Never 80 76 124 500
Cant say / No answer 15 18 33 700
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 13 21 900
Partially agree 42 40 64 000
Partially disagree 29 33 57 200
Completely disagree 10 11 20 200
Can not say 3 3 5 000
I prefer domestic products Completely agree 33 36 62 300
Partially agree 55 55 90 900
Partially disagree 9 7 10 100
Completely disagree 1 1 1 700
Can not say 2 1 3 400
I consciously make responsible choices in my consumption Completely agree 21 25 43 800
Partially agree 54 53 90 900
Partially disagree 18 15 21 900
Completely disagree 4 4 5 000
Can not say 4 3 5 000
When shopping, quality is more important to me than price Completely agree 24 26 43 800
Partially agree 58 58 97 600
Partially disagree 14 12 18 500
Completely disagree 1 1 1 700
Can not say 3 2 5 000
I usually choose the cheapest option Completely agree 13 11 16 800
Partially agree 48 48 79 100
Partially disagree 32 35 62 300
Completely disagree 5 5 8 400
Can not say 2 2 3 400
I often take advantage of discount and campaign prices in my purchases Completely agree 39 38 62 300
Partially agree 49 50 85 800
Partially disagree 9 9 15 100
Completely disagree 2 1 1 700
Can not say 1 1 1 700
In my circle of friends, I am often the first to try new things Completely agree 5 6 8 400
Partially agree 23 24 38 700
Partially disagree 38 36 60 600
Completely disagree 24 25 43 800
Can not say 10 10 16 800
In my opinion, money is for consumption and not for saving Completely agree 5 5 8 400
Partially agree 37 37 58 900
Partially disagree 43 44 75 700
Completely disagree 10 11 18 500
Can not say 4 3 6 700
I prefer local shops and services Completely agree 28 31 53 900
Partially agree 58 58 95 900
Partially disagree 11 9 15 100
Completely disagree 1 1 1 700
Can not say 2 1 1 700
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 6 700
Partially agree 27 25 40 400
Partially disagree 28 28 47 100
Completely disagree 33 35 62 300
Can not say 7 7 13 500
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 15 100
Partially agree 32 35 60 600
Partially disagree 36 35 58 900
Completely disagree 20 18 30 300
Can not say 3 3 5 000
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 19 33 700
Partially agree 49 51 87 500
Partially disagree 23 20 30 300
Completely disagree 7 6 8 400
Can not say 5 4 6 700
Ecology is an important purchase reason for me Completely agree 18 22 40 400
Partially agree 50 52 87 500
Partially disagree 23 19 28 600
Completely disagree 6 5 6 700
Can not say 4 3 5 000
I prefer well-known brands Completely agree 13 14 20 200
Partially agree 59 59 101 000
Partially disagree 20 20 33 700
Completely disagree 5 5 8 400
Can not say 3 3 6 700
I prefer used products in my purchases Completely agree 15 15 23 600
Partially agree 39 38 62 300
Partially disagree 31 33 55 500
Completely disagree 11 11 20 200
Can not say 3 3 6 700
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 23 600
Quite positively 61 61 104 300
Quite negatively 16 15 25 200
Very negative 4 4 6 700
Can not say 6 5 8 400
Magazines Very positive 12 11 20 200
Quite positively 60 61 104 300
Quite negatively 18 17 28 600
Very negative 4 4 6 700
Can not say 7 6 10 100
Free and local newspapers Very positive 22 22 40 400
Quite positively 56 57 94 200
Quite negatively 11 11 18 500
Very negative 4 4 6 700
Can not say 6 6 10 100
Newspaper/Magazine websites or applications Very positive 5 5 8 400
Quite positively 43 41 70 700
Quite negatively 33 34 55 500
Very negative 11 11 16 800
Can not say 8 9 16 800
Social media (Facebook, Instagram etc.) Very positive 5 4 5 000
Quite positively 30 27 43 800
Quite negatively 35 35 60 600
Very negative 19 20 32 000
Can not say 11 14 26 900
Influencer advertising (e.g. in social media) Very positive 4 3 5 000
Quite positively 25 22 33 700
Quite negatively 35 36 60 600
Very negative 23 24 40 400
Can not say 13 15 28 600
Newsletters to email Very positive 2 2 3 400
Quite positively 16 15 25 200
Quite negatively 35 35 58 900
Very negative 45 45 75 700
Can not say 3 3 5 000
Other websites Very positive 2 3 3 400
Quite positively 32 30 47 100
Quite negatively 39 40 69 000
Very negative 15 15 23 600
Can not say 12 13 23 600
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 8 400
Quite positively 44 43 72 400
Quite negatively 31 31 52 200
Very negative 14 15 25 200
Can not say 4 5 10 100
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 3 3 400
Quite positively 33 31 52 200
Quite negatively 35 35 57 200
Very negative 21 23 40 400
Can not say 7 8 15 100
Home delivered advertisements and catalogues Very positive 14 15 25 200
Quite positively 44 44 75 700
Quite negatively 21 22 37 000
Very negative 15 13 21 900
Can not say 5 5 8 400
Out-of-home advertising Very positive 11 10 13 500
Quite positively 51 48 82 500
Quite negatively 22 24 42 100
Very negative 9 9 15 100
Can not say 8 8 15 100
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 20 35 300
Partially agree 59 61 102 700
Partially disagree 10 9 15 100
Completely disagree 3 3 3 400
Can not say 11 8 11 800
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 18 32 000
Partially agree 56 60 101 000
Partially disagree 14 11 18 500
Completely disagree 4 4 5 000
Can not say 10 7 11 800
When reading a magazine, I don't multitask Completely agree 33 37 64 000
Partially agree 39 39 65 600
Partially disagree 17 15 21 900
Completely disagree 4 3 5 000
Can not say 8 7 11 800
A professional magazine keeps me up to date on professional matters Completely agree 21 24 40 400
Partially agree 44 45 74 100
Partially disagree 11 10 16 800
Completely disagree 5 4 6 700
Can not say 18 17 30 300
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 36 64 000
Partially agree 47 47 77 400
Partially disagree 7 5 8 400
Completely disagree 3 2 3 400
Can not say 12 10 16 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 18 30 300
Partially agree 51 52 89 200
Partially disagree 13 12 20 200
Completely disagree 3 2 3 400
Can not say 18 16 25 200
Finnish magazines offer reliable product recommendations Completely agree 10 11 20 200
Partially agree 50 53 89 200
Partially disagree 17 17 28 600
Completely disagree 3 2 3 400
Can not say 20 16 26 900
Finnish magazines are of high quality Completely agree 22 25 43 800
Partially agree 57 58 99 300
Partially disagree 9 8 11 800
Completely disagree 1 1 1 700
Can not say 10 8 11 800
Ads in magazines make new things familiar Completely agree 10 11 18 500
Partially agree 48 50 85 800
Partially disagree 22 22 35 300
Completely disagree 7 7 11 800
Can not say 13 11 16 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 12 18 500
Partially agree 33 34 55 500
Partially disagree 22 24 40 400
Completely disagree 22 22 38 700
Can not say 11 9 15 100
I have purchased products based on the ad in magazine Completely agree 9 9 15 100
Partially agree 31 31 53 900
Partially disagree 26 29 47 100
Completely disagree 24 24 40 400
Can not say 10 8 11 800
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 14 25 200
Partially agree 48 50 84 200
Partially disagree 20 19 32 000
Completely disagree 12 11 18 500
Can not say 7 5 8 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 9 15 100
Partially agree 28 30 52 200
Partially disagree 27 27 45 400
Completely disagree 28 27 45 400
Can not say 10 7 11 800
Advertising published in magazines is trustworthy Completely agree 4 4 6 700
Partially agree 36 36 60 600
Partially disagree 35 36 58 900
Completely disagree 9 9 15 100
Can not say 16 16 26 900
The free customer magazine is an important customer benefit for me Completely agree 15 16 28 600
Partially agree 39 42 72 400
Partially disagree 23 23 37 000
Completely disagree 12 11 16 800
Can not say 10 9 13 500
I follow one or more magazines on social media Completely agree 7 7 10 100
Partially agree 20 21 35 300
Partially disagree 23 23 37 000
Completely disagree 42 42 74 100
Can not say 7 7 11 800
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 41 65 600
Partially agree 27 28 47 100
Partially disagree 11 13 20 200
Completely disagree 14 17 32 000
Can not say 2 2 3 400
I usually read many articles at once when I visit magazine websites Completely agree 35 35 58 900
Partially agree 39 39 65 600
Partially disagree 13 13 21 900
Completely disagree 10 10 18 500
Can not say 3 3 5 000
I often end up on newspaper websites through social media or other links Completely agree 18 16 23 600
Partially agree 33 33 55 500
Partially disagree 21 21 35 300
Completely disagree 24 25 45 400
Can not say 4 4 8 400
I read newspaper websites or apps several times a day Completely agree 19 19 32 000
Partially agree 33 35 55 500
Partially disagree 25 23 38 700
Completely disagree 21 21 38 700
Can not say 3 2 5 000
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 19 32 000
Partially agree 21 21 32 000
Partially disagree 17 17 26 900
Completely disagree 37 38 69 000
Can not say 8 6 8 400
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 27 47 100
Partially agree 52 50 82 500
Partially disagree 12 11 18 500
Completely disagree 4 4 6 700
Can not say 8 7 13 500
I want to know if media content has been generated using AI Completely agree 75 75 127 900
Partially agree 16 16 25 200
Partially disagree 3 3 3 400
Completely disagree 2 1 1 700
Can not say 5 5 8 400
I am willing to pay for well-crafted journalistic content Completely agree 31 36 62 300
Partially agree 39 39 65 600
Partially disagree 15 13 21 900
Completely disagree 8 6 10 100
Can not say 7 6 10 100
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 55 97 600
Cosmetics and beauty care 16 17 30 300
Interior design and furniture 26 27 45 400
Renovation and building 24 23 38 700
Domestic appliances 10 11 18 500
Consumer electronics and IT equipment 13 12 20 200
Saving and investing 14 15 23 600
Style and fashion 21 23 42 100
Cars 14 12 18 500
Travelling 23 26 43 800
Sports clothing, footwear or equipment 14 16 26 900
Health and wellness products/services 19 23 40 400
None of these 16 14 21 900
Can not say 10 9 15 100
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 48 77 400
Cosmetics and beauty care 17 17 30 300
Interior design and furniture 21 21 32 000
Renovation and building 21 21 30 300
Domestic appliances 10 11 16 800
Consumer electronics and IT equipment 17 16 23 600
Saving and investing 13 13 18 500
Style and fashion 19 21 33 700
Cars 13 12 18 500
Travelling 23 24 38 700
Sports clothing, footwear or equipment 16 15 25 200
Health and wellness products/services 18 18 30 300
None of these 21 21 38 700
Can not say 12 12 21 900
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 20 26 900
Well-being and health 50 53 92 600
Charity work 14 22 40 400
Self development 32 33 53 900
Celebrities 13 9 15 100
Fishing 15 21 35 300
Beauty care and cosmetics 16 12 16 800
Literature 29 42 77 400
Domestic and foreign news 51 60 106 000
Domestic travel 33 37 64 000
Culture 34 47 87 500
Crafts 25 29 52 200
Nature and going outdoor 52 71 129 600
Hunting 9 12 20 200
Style and fashion 20 16 26 900
Music and concerts 37 41 72 400
Going on summer cottage 29 32 55 500
Local affairs 56 63 109 400
Computer/console/mobile playing 17 13 16 800
Politics 43 53 92 600
Gardening and plants 29 44 82 500
Online gambling or betting 5 5 8 400
Building and renovating 34 36 58 900
Food and drink 38 34 57 200
Cooking, baking, recipes 38 42 72 400
Investment 24 19 32 000
Decorating 28 25 42 100
Economic and finances 36 35 55 500
Science 37 51 89 200
Travelling abroad 34 25 42 100
Sports, exercising 45 42 70 700
Sailing, boating 9 10 16 800
Consumer electronics and information technology 20 17 25 200
Environmental matters 31 55 101 000
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

http://www.suomenluonto.fi

Magazine in Social Media
Some channels and Followers September 2026
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
  • +358 41 313 1047
  • niina.tuulaskoski@saarsalo.fi
Media

Publisher

  • Suomen luonnonsuojeluliitto ry

Publisher

  • Suomen luonnonsuojeluliitto ry

Päätoimittaja

  • Heikki Vasamies
 

Address

  • Sörnäistenkatu 1
  • 00580 Helsinki

Postal address

  • Sörnäistenkatu 1
  • 00580 Helsinki

Phone

Email

  • suomenluonto@sll.fi