Suuri Käsityö
Suuri Käsityö is the largest handicraft magazine in Finland. It is the number one magazine in terms of its versatility – knitting, crocheting, sewing, crafts, XL fashion. Each issue features sewing and knitting patterns by well-known designers. People are passionate about handicraft as a hobby and are willing to invest time and money in it. Please note: The back cover ad size has changed as of August 1, 2026. The new size is 230 × 267 mm (previously 230 × 272 mm).
Issues per year
10 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2026 | 15.12.2025 | 17.12.2025 | New wardrobe essentials. Start the year by making your new favorite clothes. |
| 2 | 4.2.2026 | 14.1.2026 | 16.1.2026 | Winter fashion. Sew and knit easy warm everyday clothes. In the new hit pattern series, R-Collection’s classic hoodie. |
| 3 | 4.3.2026 | 11.2.2026 | 13.2.2026 | Outdoor extra. Now we’re going outside in homemade clothes! Featuring familiar stars like everyone’s R-Collection and sewers’ favorite Named. |
| 4 | 8.4.2026 | 16.3.2026 | 18.3.2026 | Dress extra. The most charming hems for every taste – sewing and knitting. |
| 5 | 13.5.2026 | 21.4.2026 | 23.4.2026 | Summer fashion. Lots of summer clothes in favorite sewing materials: jersey, linen, and cotton, plus lightweight summer knits. |
| 6 - 7 | 17.6.2026 | 27.5.2026 | 29.5.2026 | Holiday style. Summer dress extra. Make last-minute quick summer clothes and the most relaxing summer crafts. Knit the summer’s most stunning top! |
| 8 | 5.8.2026 | 15.7.2026 | 17.7.2026 | College extra. Soft return to everyday life. Lovely everyday clothes from soft materials loved by sewers, from college fabric and jersey. |
| 9 | 9.9.2026 | 19.8.2026 | 21.8.2026 | Wool extra. Classic clothes. Sew clothes that last for years. |
| 10 | 14.10.2026 | 23.9.2026 | 25.9.2026 | Sock extra. Cozy home clothes. Lots of the most beautiful wool socks and warm knits for autumn, including from the world’s biggest knitting star Petite Knit. |
| 11 - 12 | 11.11.2026 | 21.10.2026 | 23.10.2026 | Christmas gifts. Wish patterns. Quick small knits. The Christmas issue is full of wish instructions and gift ideas. |
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2027 | 11.12.2026 | 15.12.2026 | The Great Handicraft was renewed! Winter wool extra: Quality clothes at a reasonable price and easy everyday clothes. Ratia's patterns are a winter go-to dress. Lots of fluff in the knitwear. |
| 2 | 3.2.2027 | 13.1.2027 | 15.1.2027 | Late winter fashion: new materials and shapes. Ratia's unisex shirt and Finlayson's mini dress. New trend colors and sequin yarn. Arabia's iconic Paradise in designer socks. |
| 3 | 3.3.2027 | 10.2.2027 | 12.2.2027 | Spring fashion: everyday clothes in modern style. Hit material satin. Knitted accessories and wild socks in animal print. |
| 4 | 7.4.2027 | 15.3.2027 | 17.3.2027 | Spring dress extra: new trusted dresses for different skill levels. Light knitwear from spring to summer. Beginner's cable shirt and Niina Laitinen's hit mohair scarf for subscribers. |
| 5 | 12.5.2027 | 20.4.2027 | 22.4.2027 | Delicious summer fashion: your own go-to outfit for the whole summer and new favorite dresses. Ratia's easy jersey dress, Aarre's summer dress and lovely Mainio summer outfits for children. |
| 6 - 7 | 16.6.2027 | 26.5.2027 | 28.5.2027 | Summer dress extra: dress patterns that you still wear in the fall. The easiest wrap-around dress of the summer and Ratia's playful stripes. Holiday wardrobe from swimsuit to beach skirt. |
| 8 | 4.8.2027 | 14.7.2027 | 16.7.2027 | Autumn fashion: autumn wardrobe one layer at a time. Modern jersey fashion for everyday life. Easy sewing ideas for teenagers too. One-ball cable mittens. |
| 9 | 8.9.2027 | 18.8.2027 | 20.8.2027 | Autumn wool extra: classics in a new form. Warm utility knitwear and the perfect basic beanie from one ball. |
| 10 | 13.10.2027 | 22.9.2027 | 24.9.2027 | Casual winter fashion & a big sock extra. Winter go-to clothes on a reasonable budget and sparkle for Christmas parties. |
| 11 - 12 | 10.11.2027 | 20.10.2027 | 22.10.2027 | DIY Christmas gifts: you'll still have time for Christmas. Soft homewear and knitwear. Modern Christmas socks from one ball. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 14 537 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 16 732 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 15 989 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 7 269 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 8 362 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 278 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 278 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 839 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 839 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 839 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stitching
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 14 537 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 16 732 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 15 989 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 7 269 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 8 362 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 278 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 278 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 839 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 839 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 839 € | *) size without marginal Prices valid until 31.12.2027 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge. "
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
Prices valid until 31.12.2026 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
195 400
Total reach
225 100
How many times read
2,8
Minutes of reading
75 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 195 400
Minutes of reading75 min
How many times read2,8
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 94 | 183 700 |
| Men | 49 | 6 | 11 700 | |
| Native language | Finnish | 95 | 97 | 189 500 |
| Swedish | 5 | 3 | 5 900 | |
| Age | 15-24 y | 13 | 7 | 13 700 |
| 25-34 y | 14 | 9 | 17 600 | |
| 35-44 y | 14 | 12 | 23 400 | |
| 45-54 y | 14 | 11 | 21 500 | |
| 55-64 y | 15 | 19 | 37 100 | |
| 65+ y | 30 | 43 | 84 000 | |
| Gender + age | Female 15-29 years | 9 | 9 | 17 600 |
| Female 30-49 years | 14 | 20 | 39 100 | |
| Female 50+ years | 28 | 66 | 129 000 | |
| Male 15-29 years | 10 | 2 | 3 900 | |
| Male 30-49 years | 15 | 2 | 3 900 | |
| Male 50+ years | 24 | 2 | 3 900 | |
| Household position | Lives at home with parents | 7 | 3 | 5 900 |
| Lives alone | 29 | 31 | 60 600 | |
| Lives with spouse | 36 | 41 | 80 100 | |
| Lives with spouse and children | 23 | 19 | 37 100 | |
| Single parent | 2 | 2 | 3 900 | |
| Other | 2 | 3 | 5 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 54 700 |
| No | 39 | 44 | 86 000 | |
| No answer (under 45 year olds) | 41 | 27 | 52 800 | |
| Education | Elementary school | 4 | 5 | 9 800 |
| Secondary school | 6 | 7 | 13 700 | |
| Vocational | 26 | 25 | 48 800 | |
| High school | 13 | 11 | 21 500 | |
| University of Applied Sciences | 19 | 17 | 33 200 | |
| University | 30 | 31 | 60 600 | |
| Something else | 2 | 3 | 5 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 189 500 |
| No | 7 | 3 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 81 | 158 300 |
| No | 32 | 19 | 37 100 | |
| Size of the household | 1 pers | 28 | 32 | 62 500 |
| 2 pers | 38 | 43 | 84 000 | |
| 3 pers | 14 | 11 | 21 500 | |
| 4 pers | 12 | 8 | 15 600 | |
| 5+ pers | 7 | 6 | 11 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 10 | 19 500 |
| 20 000 - 35 000 € /y | 15 | 21 | 41 000 | |
| 35 001 - 50 000 € /y | 18 | 19 | 37 100 | |
| 50 001 - 85 000 € /y | 21 | 19 | 37 100 | |
| 85 001 - 100 000 € /y | 8 | 6 | 11 700 | |
| Over 100 000 € /y | 12 | 8 | 15 600 | |
| Dont want to tell | 7 | 10 | 19 500 | |
| Cant say / No answer | 9 | 7 | 13 700 | |
| Family with kids | Yes | 33 | 25 | 48 800 |
| No | 67 | 75 | 146 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 21 500 |
| 2 children | 12 | 9 | 17 600 | |
| 3 children | 5 | 3 | 5 900 | |
| 4 children | 1 | 1 | 2 000 | |
| 5+ children | 1 | 2 | 3 900 | |
| There are no children | 67 | 75 | 146 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 16 | 31 300 |
| Dog | 24 | 24 | 46 900 | |
| Some other pet | 5 | 6 | 11 700 | |
| No pets | 62 | 62 | 121 100 | |
| Health services used in the household | Public health services | 85 | 90 | 175 900 |
| Employer - funded health care services | 51 | 43 | 84 000 | |
| Private, self-funded healthcare services | 39 | 44 | 86 000 | |
| Private health insurance services | 27 | 20 | 39 100 | |
| No health care | 1 | 1 | 2 000 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 30 | 58 600 |
| Row house or semi-detached house | 17 | 18 | 35 200 | |
| Detached house | 45 | 47 | 91 800 | |
| Farm | 4 | 5 | 9 800 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 77 | 150 500 |
| Rented residence | 22 | 20 | 39 100 | |
| Right of residence apartment | 2 | 2 | 3 900 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 1 | 1 | 2 000 | |
| Cottage or holiday home in regular use | Yes | 41 | 42 | 82 100 |
| No | 58 | 57 | 111 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Number of cars in household | One car | 46 | 47 | 91 800 |
| Two cars | 29 | 28 | 54 700 | |
| Three or more cars | 10 | 9 | 17 600 | |
| No car | 15 | 16 | 31 300 | |
| Type of car, if buying now | New | 18 | 20 | 39 100 |
| Used | 71 | 65 | 127 000 | |
| Company car | 5 | 3 | 5 900 | |
| Leasing (personal) | 9 | 7 | 13 700 | |
| Shared car | 2 | 2 | 3 900 | |
| Doesn't use a car | 8 | 11 | 21 500 | |
| Can not say | 5 | 7 | 13 700 | |
| Advertising ban at the door / mailbox | Yes | 29 | 24 | 46 900 |
| No | 70 | 76 | 148 500 | |
| Can not say | 1 | 1 | 2 000 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 19 500 |
| No | 75 | 84 | 164 100 | |
| Can not say | 5 | 6 | 11 700 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 14 | 27 400 |
| Turku or Tampere | 8 | 7 | 13 700 | |
| Oulu | 4 | 4 | 7 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 27 400 | |
| Urban municipality | 24 | 27 | 52 800 | |
| Conurbation | 17 | 18 | 35 200 | |
| Countryside | 12 | 16 | 31 300 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 18 | 35 200 |
| 5-6 days a week | 4 | 6 | 11 700 | |
| 1-4 days a week | 23 | 30 | 58 600 | |
| Monthly | 25 | 26 | 50 800 | |
| Rarely | 27 | 18 | 35 200 | |
| Never | 9 | 2 | 3 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 44 900 |
| 5-6 days a week | 5 | 6 | 11 700 | |
| 1-4 days a week | 18 | 19 | 37 100 | |
| Monthly | 16 | 15 | 29 300 | |
| Rarely | 24 | 23 | 44 900 | |
| Never | 13 | 13 | 25 400 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 31 | 60 600 |
| 5-6 days a week | 4 | 7 | 13 700 | |
| 1-4 days a week | 22 | 26 | 50 800 | |
| Monthly | 16 | 14 | 27 400 | |
| Rarely | 25 | 20 | 39 100 | |
| Never | 9 | 4 | 7 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 54 | 105 500 |
| 5-6 days a week | 9 | 10 | 19 500 | |
| 1-4 days a week | 16 | 18 | 35 200 | |
| Monthly | 7 | 6 | 11 700 | |
| Rarely | 8 | 7 | 13 700 | |
| Never | 5 | 5 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 9 800 |
| 5-6 days a week | 3 | 5 | 9 800 | |
| 1-4 days a week | 38 | 45 | 87 900 | |
| Monthly | 20 | 18 | 35 200 | |
| Rarely | 24 | 20 | 39 100 | |
| Never | 10 | 8 | 15 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 44 900 |
| 5-6 days a week | 10 | 10 | 19 500 | |
| 1-4 days a week | 29 | 27 | 52 800 | |
| Monthly | 20 | 17 | 33 200 | |
| Rarely | 15 | 13 | 25 400 | |
| Never | 6 | 9 | 17 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 15 | 29 300 |
| 5-6 days a week | 10 | 8 | 15 600 | |
| 1-4 days a week | 22 | 19 | 37 100 | |
| Monthly | 9 | 7 | 13 700 | |
| Rarely | 12 | 11 | 21 500 | |
| Never | 29 | 38 | 74 300 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 50 | 97 700 |
| 5-6 days a week | 10 | 10 | 19 500 | |
| 1-4 days a week | 19 | 18 | 35 200 | |
| Monthly | 12 | 11 | 21 500 | |
| Rarely | 13 | 9 | 17 600 | |
| Never | 4 | 3 | 5 900 | |
| Can not say | 0 | 1 | 2 000 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 38 | 74 300 |
| 5-6 days a week | 11 | 11 | 21 500 | |
| 1-4 days a week | 20 | 20 | 39 100 | |
| Monthly | 12 | 9 | 17 600 | |
| Rarely | 14 | 11 | 21 500 | |
| Never | 9 | 10 | 19 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 29 | 56 700 |
| 5-6 days a week | 5 | 6 | 11 700 | |
| 1-4 days a week | 15 | 14 | 27 400 | |
| Monthly | 13 | 11 | 21 500 | |
| Rarely | 27 | 25 | 48 800 | |
| Never | 16 | 14 | 27 400 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 33 200 |
| 5-6 days a week | 9 | 7 | 13 700 | |
| 1-4 days a week | 19 | 16 | 31 300 | |
| Monthly | 14 | 12 | 23 400 | |
| Rarely | 23 | 26 | 50 800 | |
| Never | 17 | 22 | 43 000 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 11 700 |
| 5-6 days a week | 4 | 4 | 7 800 | |
| 1-4 days a week | 12 | 8 | 15 600 | |
| Monthly | 14 | 13 | 25 400 | |
| Rarely | 26 | 26 | 50 800 | |
| Never | 35 | 41 | 80 100 | |
| Can not say | 2 | 2 | 3 900 | |
| User frequency and following: Social media | Daily | 62 | 64 | 125 100 |
| 5-6 days a week | 7 | 6 | 11 700 | |
| 1-4 days a week | 7 | 8 | 15 600 | |
| Monthly | 3 | 2 | 3 900 | |
| Rarely | 6 | 5 | 9 800 | |
| Never | 15 | 15 | 29 300 | |
| Can not say | 0 | 1 | 2 000 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 13 | 25 400 |
| 5-6 days a week | 5 | 3 | 5 900 | |
| 1-4 days a week | 13 | 9 | 17 600 | |
| Monthly | 8 | 9 | 17 600 | |
| Rarely | 20 | 22 | 43 000 | |
| Never | 36 | 42 | 82 100 | |
| Can not say | 1 | 1 | 2 000 | |
| Reading frequency: Printed books | Daily | 17 | 25 | 48 800 |
| 5-6 days a week | 6 | 8 | 15 600 | |
| 1-4 days a week | 15 | 15 | 29 300 | |
| Monthly | 22 | 21 | 41 000 | |
| Rarely | 34 | 26 | 50 800 | |
| Never | 7 | 5 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 800 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 6 | 6 | 11 700 | |
| Rarely | 30 | 28 | 54 700 | |
| Never | 54 | 56 | 109 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Listening frequency: Audiobooks | Daily | 8 | 11 | 21 500 |
| 5-6 days a week | 3 | 3 | 5 900 | |
| 1-4 days a week | 6 | 6 | 11 700 | |
| Monthly | 8 | 7 | 13 700 | |
| Rarely | 23 | 20 | 39 100 | |
| Never | 52 | 53 | 103 600 | |
| Can not say | 1 | 1 | 2 000 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 11 | 21 500 |
| 5-6 days a week | 9 | 5 | 9 800 | |
| 1-4 days a week | 20 | 18 | 35 200 | |
| Monthly | 20 | 24 | 46 900 | |
| Rarely | 19 | 26 | 50 800 | |
| Never | 10 | 16 | 31 300 | |
| Can not say | 0 | 1 | 2 000 | |
| Usage/following: LinkedIn | Daily | 6 | 3 | 5 900 |
| 5-6 days a week | 2 | 2 | 3 900 | |
| 1-4 days a week | 7 | 5 | 9 800 | |
| Monthly | 8 | 7 | 13 700 | |
| Rarely | 13 | 10 | 19 500 | |
| Never | 52 | 60 | 117 200 | |
| Cant say / No answer | 11 | 12 | 23 400 | |
| Usage/following: Facebook | Daily | 40 | 48 | 93 800 |
| 5-6 days a week | 6 | 7 | 13 700 | |
| 1-4 days a week | 11 | 9 | 17 600 | |
| Monthly | 5 | 4 | 7 800 | |
| Rarely | 10 | 7 | 13 700 | |
| Never | 17 | 14 | 27 400 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/Following: Instagram | Daily | 37 | 39 | 76 200 |
| 5-6 days a week | 6 | 5 | 9 800 | |
| 1-4 days a week | 9 | 9 | 17 600 | |
| Monthly | 5 | 4 | 7 800 | |
| Rarely | 8 | 8 | 15 600 | |
| Never | 25 | 24 | 46 900 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/following rate: Snapchat | Daily | 16 | 10 | 19 500 |
| 5-6 days a week | 2 | 2 | 3 900 | |
| 1-4 days a week | 2 | 2 | 3 900 | |
| Monthly | 2 | 1 | 2 000 | |
| Rarely | 5 | 5 | 9 800 | |
| Never | 62 | 69 | 134 800 | |
| Cant say / No answer | 11 | 11 | 21 500 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 2 | 3 900 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 2 | 3 900 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 11 | 8 | 15 600 | |
| Never | 66 | 74 | 144 600 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/Following: TikTok | Daily | 13 | 8 | 15 600 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 3 | 2 | 3 900 | |
| Rarely | 8 | 8 | 15 600 | |
| Never | 62 | 66 | 129 000 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 3 900 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 2 | 1 | 2 000 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 6 | 4 | 7 800 | |
| Never | 71 | 74 | 144 600 | |
| Cant say / No answer | 15 | 15 | 29 300 | |
| Usage/following frequency: Threads | Daily | 3 | 4 | 7 800 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 5 | 4 | 7 800 | |
| Never | 69 | 69 | 134 800 | |
| Cant say / No answer | 15 | 15 | 29 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 000 | |
| Monthly | 1 | 1 | 2 000 | |
| Rarely | 3 | 2 | 3 900 | |
| Never | 80 | 81 | 158 300 | |
| Cant say / No answer | 15 | 15 | 29 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 15 | 29 300 |
| Partially agree | 42 | 43 | 84 000 | |
| Partially disagree | 29 | 28 | 54 700 | |
| Completely disagree | 10 | 11 | 21 500 | |
| Can not say | 3 | 3 | 5 900 | |
| I prefer domestic products | Completely agree | 33 | 36 | 70 300 |
| Partially agree | 55 | 56 | 109 400 | |
| Partially disagree | 9 | 7 | 13 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 1 | 2 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 46 900 |
| Partially agree | 54 | 57 | 111 400 | |
| Partially disagree | 18 | 14 | 27 400 | |
| Completely disagree | 4 | 2 | 3 900 | |
| Can not say | 4 | 3 | 5 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 44 900 |
| Partially agree | 58 | 61 | 119 200 | |
| Partially disagree | 14 | 13 | 25 400 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 3 | 2 | 3 900 | |
| I usually choose the cheapest option | Completely agree | 13 | 13 | 25 400 |
| Partially agree | 48 | 48 | 93 800 | |
| Partially disagree | 32 | 33 | 64 500 | |
| Completely disagree | 5 | 5 | 9 800 | |
| Can not say | 2 | 2 | 3 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 43 | 84 000 |
| Partially agree | 49 | 48 | 93 800 | |
| Partially disagree | 9 | 7 | 13 700 | |
| Completely disagree | 2 | 1 | 2 000 | |
| Can not say | 1 | 1 | 2 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 9 800 |
| Partially agree | 23 | 24 | 46 900 | |
| Partially disagree | 38 | 36 | 70 300 | |
| Completely disagree | 24 | 27 | 52 800 | |
| Can not say | 10 | 8 | 15 600 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 9 800 |
| Partially agree | 37 | 36 | 70 300 | |
| Partially disagree | 43 | 46 | 89 900 | |
| Completely disagree | 10 | 11 | 21 500 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer local shops and services | Completely agree | 28 | 32 | 62 500 |
| Partially agree | 58 | 58 | 113 300 | |
| Partially disagree | 11 | 8 | 15 600 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 1 | 2 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 9 800 |
| Partially agree | 27 | 26 | 50 800 | |
| Partially disagree | 28 | 29 | 56 700 | |
| Completely disagree | 33 | 33 | 64 500 | |
| Can not say | 7 | 7 | 13 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 600 |
| Partially agree | 32 | 33 | 64 500 | |
| Partially disagree | 36 | 37 | 72 300 | |
| Completely disagree | 20 | 19 | 37 100 | |
| Can not say | 3 | 3 | 5 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 35 200 |
| Partially agree | 49 | 56 | 109 400 | |
| Partially disagree | 23 | 18 | 35 200 | |
| Completely disagree | 7 | 4 | 7 800 | |
| Can not say | 5 | 4 | 7 800 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 23 | 44 900 |
| Partially agree | 50 | 55 | 107 500 | |
| Partially disagree | 23 | 16 | 31 300 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer well-known brands | Completely agree | 13 | 12 | 23 400 |
| Partially agree | 59 | 59 | 115 300 | |
| Partially disagree | 20 | 20 | 39 100 | |
| Completely disagree | 5 | 5 | 9 800 | |
| Can not say | 3 | 3 | 5 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 16 | 31 300 |
| Partially agree | 39 | 40 | 78 200 | |
| Partially disagree | 31 | 30 | 58 600 | |
| Completely disagree | 11 | 10 | 19 500 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 27 400 |
| Quite positively | 61 | 62 | 121 100 | |
| Quite negatively | 16 | 16 | 31 300 | |
| Very negative | 4 | 2 | 3 900 | |
| Can not say | 6 | 5 | 9 800 | |
| Magazines | Very positive | 12 | 13 | 25 400 |
| Quite positively | 60 | 61 | 119 200 | |
| Quite negatively | 18 | 18 | 35 200 | |
| Very negative | 4 | 3 | 5 900 | |
| Can not say | 7 | 5 | 9 800 | |
| Free and local newspapers | Very positive | 22 | 24 | 46 900 |
| Quite positively | 56 | 58 | 113 300 | |
| Quite negatively | 11 | 10 | 19 500 | |
| Very negative | 4 | 2 | 3 900 | |
| Can not say | 6 | 6 | 11 700 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 11 700 |
| Quite positively | 43 | 43 | 84 000 | |
| Quite negatively | 33 | 32 | 62 500 | |
| Very negative | 11 | 9 | 17 600 | |
| Can not say | 8 | 10 | 19 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 5 | 9 800 |
| Quite positively | 30 | 31 | 60 600 | |
| Quite negatively | 35 | 36 | 70 300 | |
| Very negative | 19 | 15 | 29 300 | |
| Can not say | 11 | 13 | 25 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 5 900 |
| Quite positively | 25 | 26 | 50 800 | |
| Quite negatively | 35 | 38 | 74 300 | |
| Very negative | 23 | 18 | 35 200 | |
| Can not say | 13 | 14 | 27 400 | |
| Newsletters to email | Very positive | 2 | 2 | 3 900 |
| Quite positively | 16 | 15 | 29 300 | |
| Quite negatively | 35 | 38 | 74 300 | |
| Very negative | 45 | 42 | 82 100 | |
| Can not say | 3 | 4 | 7 800 | |
| Other websites | Very positive | 2 | 3 | 5 900 |
| Quite positively | 32 | 30 | 58 600 | |
| Quite negatively | 39 | 41 | 80 100 | |
| Very negative | 15 | 12 | 23 400 | |
| Can not say | 12 | 15 | 29 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 5 | 9 800 |
| Quite positively | 44 | 45 | 87 900 | |
| Quite negatively | 31 | 33 | 64 500 | |
| Very negative | 14 | 12 | 23 400 | |
| Can not say | 4 | 4 | 7 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 5 900 |
| Quite positively | 33 | 30 | 58 600 | |
| Quite negatively | 35 | 38 | 74 300 | |
| Very negative | 21 | 22 | 43 000 | |
| Can not say | 7 | 7 | 13 700 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 18 | 35 200 |
| Quite positively | 44 | 48 | 93 800 | |
| Quite negatively | 21 | 19 | 37 100 | |
| Very negative | 15 | 10 | 19 500 | |
| Can not say | 5 | 5 | 9 800 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 500 |
| Quite positively | 51 | 49 | 95 700 | |
| Quite negatively | 22 | 25 | 48 800 | |
| Very negative | 9 | 7 | 13 700 | |
| Can not say | 8 | 9 | 17 600 | 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 | 23 | 44 900 |
| Partially agree | 59 | 62 | 121 100 | |
| Partially disagree | 10 | 7 | 13 700 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 11 | 5 | 9 800 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 22 | 43 000 |
| Partially agree | 56 | 60 | 117 200 | |
| Partially disagree | 14 | 10 | 19 500 | |
| Completely disagree | 4 | 2 | 3 900 | |
| Can not say | 10 | 6 | 11 700 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 39 | 76 200 |
| Partially agree | 39 | 39 | 76 200 | |
| Partially disagree | 17 | 14 | 27 400 | |
| Completely disagree | 4 | 2 | 3 900 | |
| Can not say | 8 | 6 | 11 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 43 000 |
| Partially agree | 44 | 42 | 82 100 | |
| Partially disagree | 11 | 10 | 19 500 | |
| Completely disagree | 5 | 5 | 9 800 | |
| Can not say | 18 | 21 | 41 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 34 | 66 400 |
| Partially agree | 47 | 46 | 89 900 | |
| Partially disagree | 7 | 6 | 11 700 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 12 | 12 | 23 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 33 200 |
| Partially agree | 51 | 51 | 99 700 | |
| Partially disagree | 13 | 12 | 23 400 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 18 | 19 | 37 100 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 12 | 23 400 |
| Partially agree | 50 | 54 | 105 500 | |
| Partially disagree | 17 | 16 | 31 300 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 20 | 17 | 33 200 | |
| Finnish magazines are of high quality | Completely agree | 22 | 29 | 56 700 |
| Partially agree | 57 | 54 | 105 500 | |
| Partially disagree | 9 | 7 | 13 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 10 | 8 | 15 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 23 400 |
| Partially agree | 48 | 49 | 95 700 | |
| Partially disagree | 22 | 21 | 41 000 | |
| Completely disagree | 7 | 7 | 13 700 | |
| Can not say | 13 | 10 | 19 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 25 400 |
| Partially agree | 33 | 32 | 62 500 | |
| Partially disagree | 22 | 22 | 43 000 | |
| Completely disagree | 22 | 23 | 44 900 | |
| Can not say | 11 | 10 | 19 500 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 21 500 |
| Partially agree | 31 | 34 | 66 400 | |
| Partially disagree | 26 | 26 | 50 800 | |
| Completely disagree | 24 | 22 | 43 000 | |
| Can not say | 10 | 7 | 13 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 20 | 39 100 |
| Partially agree | 48 | 55 | 107 500 | |
| Partially disagree | 20 | 15 | 29 300 | |
| Completely disagree | 12 | 7 | 13 700 | |
| Can not say | 7 | 4 | 7 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 13 | 25 400 |
| Partially agree | 28 | 37 | 72 300 | |
| Partially disagree | 27 | 25 | 48 800 | |
| Completely disagree | 28 | 18 | 35 200 | |
| Can not say | 10 | 7 | 13 700 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 7 800 |
| Partially agree | 36 | 39 | 76 200 | |
| Partially disagree | 35 | 33 | 64 500 | |
| Completely disagree | 9 | 8 | 15 600 | |
| Can not say | 16 | 16 | 31 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 23 | 44 900 |
| Partially agree | 39 | 43 | 84 000 | |
| Partially disagree | 23 | 19 | 37 100 | |
| Completely disagree | 12 | 8 | 15 600 | |
| Can not say | 10 | 7 | 13 700 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 13 700 |
| Partially agree | 20 | 20 | 39 100 | |
| Partially disagree | 23 | 22 | 43 000 | |
| Completely disagree | 42 | 44 | 86 000 | |
| Can not say | 7 | 7 | 13 700 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 43 | 84 000 |
| Partially agree | 27 | 27 | 52 800 | |
| Partially disagree | 11 | 10 | 19 500 | |
| Completely disagree | 14 | 16 | 31 300 | |
| Can not say | 2 | 3 | 5 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 34 | 66 400 |
| Partially agree | 39 | 38 | 74 300 | |
| Partially disagree | 13 | 13 | 25 400 | |
| Completely disagree | 10 | 11 | 21 500 | |
| Can not say | 3 | 4 | 7 800 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 19 | 37 100 |
| Partially agree | 33 | 32 | 62 500 | |
| Partially disagree | 21 | 22 | 43 000 | |
| Completely disagree | 24 | 22 | 43 000 | |
| Can not say | 4 | 5 | 9 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 17 | 33 200 |
| Partially agree | 33 | 29 | 56 700 | |
| Partially disagree | 25 | 25 | 48 800 | |
| Completely disagree | 21 | 26 | 50 800 | |
| Can not say | 3 | 3 | 5 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 21 | 41 000 |
| Partially agree | 21 | 21 | 41 000 | |
| Partially disagree | 17 | 15 | 29 300 | |
| Completely disagree | 37 | 37 | 72 300 | |
| Can not say | 8 | 6 | 11 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 24 | 46 900 |
| Partially agree | 52 | 52 | 101 600 | |
| Partially disagree | 12 | 11 | 21 500 | |
| Completely disagree | 4 | 3 | 5 900 | |
| Can not say | 8 | 9 | 17 600 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 146 600 |
| Partially agree | 16 | 15 | 29 300 | |
| Partially disagree | 3 | 3 | 5 900 | |
| Completely disagree | 2 | 2 | 3 900 | |
| Can not say | 5 | 6 | 11 700 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 64 500 |
| Partially agree | 39 | 38 | 74 300 | |
| Partially disagree | 15 | 14 | 27 400 | |
| Completely disagree | 8 | 7 | 13 700 | |
| Can not say | 7 | 9 | 17 600 | 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 | 69 | 134 800 |
| Cosmetics and beauty care | 16 | 28 | 54 700 | |
| Interior design and furniture | 26 | 37 | 72 300 | |
| Renovation and building | 24 | 23 | 44 900 | |
| Domestic appliances | 10 | 8 | 15 600 | |
| Consumer electronics and IT equipment | 13 | 6 | 11 700 | |
| Saving and investing | 14 | 12 | 23 400 | |
| Style and fashion | 21 | 33 | 64 500 | |
| Cars | 14 | 5 | 9 800 | |
| Travelling | 23 | 27 | 52 800 | |
| Sports clothing, footwear or equipment | 14 | 15 | 29 300 | |
| Health and wellness products/services | 19 | 27 | 52 800 | |
| None of these | 16 | 10 | 19 500 | |
| Can not say | 10 | 8 | 15 600 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 57 | 111 400 |
| Cosmetics and beauty care | 17 | 27 | 52 800 | |
| Interior design and furniture | 21 | 28 | 54 700 | |
| Renovation and building | 21 | 18 | 35 200 | |
| Domestic appliances | 10 | 7 | 13 700 | |
| Consumer electronics and IT equipment | 17 | 8 | 15 600 | |
| Saving and investing | 13 | 10 | 19 500 | |
| Style and fashion | 19 | 27 | 52 800 | |
| Cars | 13 | 4 | 7 800 | |
| Travelling | 23 | 24 | 46 900 | |
| Sports clothing, footwear or equipment | 16 | 13 | 25 400 | |
| Health and wellness products/services | 18 | 24 | 46 900 | |
| None of these | 21 | 20 | 39 100 | |
| Can not say | 12 | 13 | 25 400 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 6 | 11 700 |
| Well-being and health | 50 | 64 | 125 100 | |
| Charity work | 14 | 18 | 35 200 | |
| Self development | 32 | 38 | 74 300 | |
| Celebrities | 13 | 12 | 23 400 | |
| Fishing | 15 | 8 | 15 600 | |
| Beauty care and cosmetics | 16 | 21 | 41 000 | |
| Literature | 29 | 42 | 82 100 | |
| Domestic and foreign news | 51 | 49 | 95 700 | |
| Domestic travel | 33 | 39 | 76 200 | |
| Culture | 34 | 45 | 87 900 | |
| Crafts | 25 | 82 | 160 200 | |
| Nature and going outdoor | 52 | 58 | 113 300 | |
| Hunting | 9 | 3 | 5 900 | |
| Style and fashion | 20 | 29 | 56 700 | |
| Music and concerts | 37 | 39 | 76 200 | |
| Going on summer cottage | 29 | 32 | 62 500 | |
| Local affairs | 56 | 68 | 132 900 | |
| Computer/console/mobile playing | 17 | 8 | 15 600 | |
| Politics | 43 | 37 | 72 300 | |
| Gardening and plants | 29 | 53 | 103 600 | |
| Online gambling or betting | 5 | 2 | 3 900 | |
| Building and renovating | 34 | 30 | 58 600 | |
| Food and drink | 38 | 35 | 68 400 | |
| Cooking, baking, recipes | 38 | 58 | 113 300 | |
| Investment | 24 | 17 | 33 200 | |
| Decorating | 28 | 48 | 93 800 | |
| Economic and finances | 36 | 26 | 50 800 | |
| Science | 37 | 30 | 58 600 | |
| Travelling abroad | 34 | 30 | 58 600 | |
| Sports, exercising | 45 | 32 | 62 500 | |
| Sailing, boating | 9 | 5 | 9 800 | |
| Consumer electronics and information technology | 20 | 7 | 13 700 | |
| Environmental matters | 31 | 37 | 72 300 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 2 | 3 900 |
| Buying an apartment | 11 | 10 | 19 500 | |
| Home renovation | 27 | 26 | 50 800 | |
| Buying a car | 27 | 22 | 43 000 | |
| Buying a boat | 3 | 2 | 3 900 | |
| None of these | 51 | 56 | 109 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 45 | 87 900 |
| Repair and construction products | 38 | 31 | 60 600 | |
| Domestic appliances | 37 | 36 | 70 300 | |
| Electronics or IT products | 49 | 37 | 72 300 | |
| Cars | 19 | 14 | 27 400 | |
| Clothing and footwear | 84 | 87 | 170 000 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 76 200 | |
| Sports clothing, footwear or equipment | 57 | 54 | 105 500 | |
| Saving or investing products or services | 32 | 27 | 52 800 | |
| Cosmetics and beauty products | 49 | 68 | 132 900 | |
| Mobile phones | 29 | 25 | 48 800 | |
| Travels | 50 | 51 | 99 700 | |
| Products and services for health and well-being | 61 | 68 | 132 900 | |
| None of the above | 1 | 1 | 2 000 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 29 | 56 700 |
| Repair and construction products | 33 | 30 | 58 600 | |
| Domestic appliances | 17 | 17 | 33 200 | |
| Electronics or IT products | 27 | 16 | 31 300 | |
| Cars | 14 | 11 | 21 500 | |
| Clothing and footwear | 68 | 70 | 136 800 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 60 600 | |
| Sports clothing, footwear or equipment | 43 | 39 | 76 200 | |
| Saving or investing products or services | 27 | 21 | 41 000 | |
| Cosmetics and beauty products | 39 | 55 | 107 500 | |
| Mobile phones | 15 | 13 | 25 400 | |
| Travels | 46 | 46 | 89 900 | |
| Products and services for health and well-being | 50 | 58 | 113 300 | |
| None of the above | 6 | 6 | 11 700 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 13 700 |
| Insurance company | 11 | 8 | 15 600 | |
| electric company | 15 | 11 | 21 500 | |
| Internet Connection | 10 | 8 | 15 600 | |
| Phone-subscription | 17 | 13 | 25 400 | |
| None of the above | 48 | 54 | 105 500 | |
| Can not say | 17 | 17 | 33 200 | |
| Uses of extra money | Travelling | 43 | 44 | 86 000 |
| Exercise hobbies and equipment | 28 | 21 | 41 000 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 43 | 84 000 | |
| Eating, drinking, partying in a restaurant | 38 | 33 | 64 500 | |
| Health services and one's own well-being | 22 | 26 | 50 800 | |
| Renovation, decoration | 23 | 24 | 46 900 | |
| Home services (cleaning and other housekeeping services) | 6 | 8 | 15 600 | |
| Pet services and supplies | 11 | 11 | 21 500 | |
| Car, boat, motorcycle | 13 | 5 | 9 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 9 800 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 14 | 27 400 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 10 | 19 500 | |
| Books (print, e-books, audiobooks) | 18 | 23 | 44 900 | |
| Clothes, shoes and bags | 24 | 28 | 54 700 | |
| Cosmetics and beauty care | 13 | 17 | 33 200 | |
| Saving, investing | 50 | 45 | 87 900 | |
| Other | 7 | 6 | 11 700 | |
| There is no extra money after mandatory expenses | 8 | 10 | 19 500 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 225 100
Only print 182 300
Only print 29 300
Print and online 13 500
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 94 | 183 700 |
| Men | 49 | 6 | 11 700 | |
| Native language | Finnish | 95 | 97 | 189 500 |
| Swedish | 5 | 3 | 5 900 | |
| Age | 15-24 y | 13 | 8 | 13 700 |
| 25-34 y | 14 | 10 | 17 600 | |
| 35-44 y | 14 | 12 | 23 400 | |
| 45-54 y | 14 | 11 | 21 500 | |
| 55-64 y | 15 | 18 | 37 100 | |
| 65+ y | 30 | 41 | 84 000 | |
| Gender + age | Female 15-29 years | 9 | 10 | 17 600 |
| Female 30-49 years | 14 | 21 | 39 100 | |
| Female 50+ years | 28 | 63 | 129 000 | |
| Male 15-29 years | 10 | 2 | 3 900 | |
| Male 30-49 years | 15 | 2 | 3 900 | |
| Male 50+ years | 24 | 2 | 3 900 | |
| Household position | Lives at home with parents | 7 | 4 | 5 900 |
| Lives alone | 29 | 31 | 60 600 | |
| Lives with spouse | 36 | 41 | 80 100 | |
| Lives with spouse and children | 23 | 20 | 37 100 | |
| Single parent | 2 | 2 | 3 900 | |
| Other | 2 | 3 | 5 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 54 700 |
| No | 39 | 43 | 86 000 | |
| No answer (under 45 year olds) | 41 | 30 | 52 800 | |
| Education | Elementary school | 4 | 5 | 9 800 |
| Secondary school | 6 | 6 | 13 700 | |
| Vocational | 26 | 25 | 48 800 | |
| High school | 13 | 12 | 21 500 | |
| University of Applied Sciences | 19 | 18 | 33 200 | |
| University | 30 | 31 | 60 600 | |
| Something else | 2 | 3 | 5 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 189 500 |
| No | 7 | 3 | 5 900 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 158 300 |
| No | 32 | 21 | 37 100 | |
| Size of the household | 1 pers | 28 | 31 | 62 500 |
| 2 pers | 38 | 42 | 84 000 | |
| 3 pers | 14 | 11 | 21 500 | |
| 4 pers | 12 | 9 | 15 600 | |
| 5+ pers | 7 | 6 | 11 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 10 | 19 500 |
| 20 000 - 35 000 € /y | 15 | 21 | 41 000 | |
| 35 001 - 50 000 € /y | 18 | 19 | 37 100 | |
| 50 001 - 85 000 € /y | 21 | 19 | 37 100 | |
| 85 001 - 100 000 € /y | 8 | 6 | 11 700 | |
| Over 100 000 € /y | 12 | 8 | 15 600 | |
| Dont want to tell | 7 | 10 | 19 500 | |
| Cant say / No answer | 9 | 7 | 13 700 | |
| Family with kids | Yes | 33 | 26 | 48 800 |
| No | 67 | 74 | 146 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 21 500 |
| 2 children | 12 | 9 | 17 600 | |
| 3 children | 5 | 4 | 5 900 | |
| 4 children | 1 | 1 | 2 000 | |
| 5+ children | 1 | 2 | 3 900 | |
| There are no children | 67 | 73 | 146 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 16 | 31 300 |
| Dog | 24 | 25 | 46 900 | |
| Some other pet | 5 | 6 | 11 700 | |
| No pets | 62 | 62 | 121 100 | |
| Health services used in the household | Public health services | 85 | 90 | 175 900 |
| Employer - funded health care services | 51 | 44 | 84 000 | |
| Private, self-funded healthcare services | 39 | 44 | 86 000 | |
| Private health insurance services | 27 | 21 | 39 100 | |
| No health care | 1 | 1 | 2 000 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 30 | 58 600 |
| Row house or semi-detached house | 17 | 18 | 35 200 | |
| Detached house | 45 | 46 | 91 800 | |
| Farm | 4 | 4 | 9 800 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 76 | 150 500 |
| Rented residence | 22 | 21 | 39 100 | |
| Right of residence apartment | 2 | 2 | 3 900 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 1 | 1 | 2 000 | |
| Cottage or holiday home in regular use | Yes | 41 | 42 | 82 100 |
| No | 58 | 58 | 111 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Number of cars in household | One car | 46 | 47 | 91 800 |
| Two cars | 29 | 28 | 54 700 | |
| Three or more cars | 10 | 9 | 17 600 | |
| No car | 15 | 16 | 31 300 | |
| Type of car, if buying now | New | 18 | 20 | 39 100 |
| Used | 71 | 65 | 127 000 | |
| Company car | 5 | 2 | 5 900 | |
| Leasing (personal) | 9 | 7 | 13 700 | |
| Shared car | 2 | 2 | 3 900 | |
| Doesn't use a car | 8 | 11 | 21 500 | |
| Can not say | 5 | 7 | 13 700 | |
| Advertising ban at the door / mailbox | Yes | 29 | 25 | 46 900 |
| No | 70 | 75 | 148 500 | |
| Can not say | 1 | 1 | 2 000 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 19 500 |
| No | 75 | 83 | 164 100 | |
| Can not say | 5 | 6 | 11 700 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 14 | 27 400 |
| Turku or Tampere | 8 | 8 | 13 700 | |
| Oulu | 4 | 4 | 7 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 27 400 | |
| Urban municipality | 24 | 27 | 52 800 | |
| Conurbation | 17 | 18 | 35 200 | |
| Countryside | 12 | 15 | 31 300 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 35 200 |
| 5-6 days a week | 4 | 6 | 11 700 | |
| 1-4 days a week | 23 | 29 | 58 600 | |
| Monthly | 25 | 26 | 50 800 | |
| Rarely | 27 | 20 | 35 200 | |
| Never | 9 | 2 | 3 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 44 900 |
| 5-6 days a week | 5 | 6 | 11 700 | |
| 1-4 days a week | 18 | 20 | 37 100 | |
| Monthly | 16 | 16 | 29 300 | |
| Rarely | 24 | 22 | 44 900 | |
| Never | 13 | 12 | 25 400 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 29 | 60 600 |
| 5-6 days a week | 4 | 6 | 13 700 | |
| 1-4 days a week | 22 | 25 | 50 800 | |
| Monthly | 16 | 15 | 27 400 | |
| Rarely | 25 | 21 | 39 100 | |
| Never | 9 | 4 | 7 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 55 | 105 500 |
| 5-6 days a week | 9 | 10 | 19 500 | |
| 1-4 days a week | 16 | 18 | 35 200 | |
| Monthly | 7 | 6 | 11 700 | |
| Rarely | 8 | 7 | 13 700 | |
| Never | 5 | 4 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 9 800 |
| 5-6 days a week | 3 | 4 | 9 800 | |
| 1-4 days a week | 38 | 44 | 87 900 | |
| Monthly | 20 | 18 | 35 200 | |
| Rarely | 24 | 20 | 39 100 | |
| Never | 10 | 8 | 15 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 44 900 |
| 5-6 days a week | 10 | 10 | 19 500 | |
| 1-4 days a week | 29 | 27 | 52 800 | |
| Monthly | 20 | 18 | 33 200 | |
| Rarely | 15 | 13 | 25 400 | |
| Never | 6 | 8 | 17 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 16 | 29 300 |
| 5-6 days a week | 10 | 9 | 15 600 | |
| 1-4 days a week | 22 | 20 | 37 100 | |
| Monthly | 9 | 7 | 13 700 | |
| Rarely | 12 | 11 | 21 500 | |
| Never | 29 | 37 | 74 300 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 48 | 97 700 |
| 5-6 days a week | 10 | 10 | 19 500 | |
| 1-4 days a week | 19 | 18 | 35 200 | |
| Monthly | 12 | 11 | 21 500 | |
| Rarely | 13 | 9 | 17 600 | |
| Never | 4 | 3 | 5 900 | |
| Can not say | 0 | 1 | 2 000 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 37 | 74 300 |
| 5-6 days a week | 11 | 11 | 21 500 | |
| 1-4 days a week | 20 | 20 | 39 100 | |
| Monthly | 12 | 10 | 17 600 | |
| Rarely | 14 | 12 | 21 500 | |
| Never | 9 | 10 | 19 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 29 | 56 700 |
| 5-6 days a week | 5 | 5 | 11 700 | |
| 1-4 days a week | 15 | 14 | 27 400 | |
| Monthly | 13 | 11 | 21 500 | |
| Rarely | 27 | 25 | 48 800 | |
| Never | 16 | 14 | 27 400 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 16 | 33 200 |
| 5-6 days a week | 9 | 7 | 13 700 | |
| 1-4 days a week | 19 | 16 | 31 300 | |
| Monthly | 14 | 13 | 23 400 | |
| Rarely | 23 | 26 | 50 800 | |
| Never | 17 | 21 | 43 000 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 11 700 |
| 5-6 days a week | 4 | 4 | 7 800 | |
| 1-4 days a week | 12 | 8 | 15 600 | |
| Monthly | 14 | 13 | 25 400 | |
| Rarely | 26 | 26 | 50 800 | |
| Never | 35 | 40 | 80 100 | |
| Can not say | 2 | 2 | 3 900 | |
| User frequency and following: Social media | Daily | 62 | 65 | 125 100 |
| 5-6 days a week | 7 | 6 | 11 700 | |
| 1-4 days a week | 7 | 7 | 15 600 | |
| Monthly | 3 | 2 | 3 900 | |
| Rarely | 6 | 5 | 9 800 | |
| Never | 15 | 14 | 29 300 | |
| Can not say | 0 | 0 | 2 000 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 14 | 25 400 |
| 5-6 days a week | 5 | 4 | 5 900 | |
| 1-4 days a week | 13 | 9 | 17 600 | |
| Monthly | 8 | 9 | 17 600 | |
| Rarely | 20 | 22 | 43 000 | |
| Never | 36 | 41 | 82 100 | |
| Can not say | 1 | 1 | 2 000 | |
| Reading frequency: Printed books | Daily | 17 | 25 | 48 800 |
| 5-6 days a week | 6 | 8 | 15 600 | |
| 1-4 days a week | 15 | 15 | 29 300 | |
| Monthly | 22 | 22 | 41 000 | |
| Rarely | 34 | 27 | 50 800 | |
| Never | 7 | 4 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 800 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 6 | 6 | 11 700 | |
| Rarely | 30 | 28 | 54 700 | |
| Never | 54 | 55 | 109 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Listening frequency: Audiobooks | Daily | 8 | 11 | 21 500 |
| 5-6 days a week | 3 | 3 | 5 900 | |
| 1-4 days a week | 6 | 6 | 11 700 | |
| Monthly | 8 | 8 | 13 700 | |
| Rarely | 23 | 21 | 39 100 | |
| Never | 52 | 52 | 103 600 | |
| Can not say | 1 | 1 | 2 000 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 12 | 21 500 |
| 5-6 days a week | 9 | 5 | 9 800 | |
| 1-4 days a week | 20 | 18 | 35 200 | |
| Monthly | 20 | 24 | 46 900 | |
| Rarely | 19 | 26 | 50 800 | |
| Never | 10 | 15 | 31 300 | |
| Can not say | 0 | 0 | 2 000 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 5 900 |
| 5-6 days a week | 2 | 2 | 3 900 | |
| 1-4 days a week | 7 | 6 | 9 800 | |
| Monthly | 8 | 8 | 13 700 | |
| Rarely | 13 | 10 | 19 500 | |
| Never | 52 | 59 | 117 200 | |
| Cant say / No answer | 11 | 11 | 23 400 | |
| Usage/following: Facebook | Daily | 40 | 48 | 93 800 |
| 5-6 days a week | 6 | 7 | 13 700 | |
| 1-4 days a week | 11 | 10 | 17 600 | |
| Monthly | 5 | 5 | 7 800 | |
| Rarely | 10 | 7 | 13 700 | |
| Never | 17 | 14 | 27 400 | |
| Cant say / No answer | 10 | 9 | 19 500 | |
| Usage/Following: Instagram | Daily | 37 | 40 | 76 200 |
| 5-6 days a week | 6 | 6 | 9 800 | |
| 1-4 days a week | 9 | 9 | 17 600 | |
| Monthly | 5 | 4 | 7 800 | |
| Rarely | 8 | 8 | 15 600 | |
| Never | 25 | 24 | 46 900 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/following rate: Snapchat | Daily | 16 | 12 | 19 500 |
| 5-6 days a week | 2 | 2 | 3 900 | |
| 1-4 days a week | 2 | 2 | 3 900 | |
| Monthly | 2 | 1 | 2 000 | |
| Rarely | 5 | 5 | 9 800 | |
| Never | 62 | 68 | 134 800 | |
| Cant say / No answer | 11 | 10 | 21 500 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 2 | 3 900 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 2 | 3 900 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 11 | 8 | 15 600 | |
| Never | 66 | 74 | 144 600 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/Following: TikTok | Daily | 13 | 9 | 15 600 |
| 5-6 days a week | 2 | 2 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 3 | 2 | 3 900 | |
| Rarely | 8 | 9 | 15 600 | |
| Never | 62 | 65 | 129 000 | |
| Cant say / No answer | 10 | 10 | 19 500 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 3 900 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 2 | 1 | 2 000 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 6 | 4 | 7 800 | |
| Never | 71 | 74 | 144 600 | |
| Cant say / No answer | 15 | 14 | 29 300 | |
| Usage/following frequency: Threads | Daily | 3 | 4 | 7 800 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 800 | |
| Monthly | 3 | 3 | 5 900 | |
| Rarely | 5 | 4 | 7 800 | |
| Never | 69 | 69 | 134 800 | |
| Cant say / No answer | 15 | 14 | 29 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 2 | 2 000 | |
| Monthly | 1 | 1 | 2 000 | |
| Rarely | 3 | 2 | 3 900 | |
| Never | 80 | 81 | 158 300 | |
| Cant say / No answer | 15 | 14 | 29 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 16 | 29 300 |
| Partially agree | 42 | 43 | 84 000 | |
| Partially disagree | 29 | 28 | 54 700 | |
| Completely disagree | 10 | 11 | 21 500 | |
| Can not say | 3 | 2 | 5 900 | |
| I prefer domestic products | Completely agree | 33 | 36 | 70 300 |
| Partially agree | 55 | 55 | 109 400 | |
| Partially disagree | 9 | 7 | 13 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 1 | 2 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 46 900 |
| Partially agree | 54 | 57 | 111 400 | |
| Partially disagree | 18 | 14 | 27 400 | |
| Completely disagree | 4 | 3 | 3 900 | |
| Can not say | 4 | 3 | 5 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 44 900 |
| Partially agree | 58 | 61 | 119 200 | |
| Partially disagree | 14 | 14 | 25 400 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 3 | 2 | 3 900 | |
| I usually choose the cheapest option | Completely agree | 13 | 13 | 25 400 |
| Partially agree | 48 | 49 | 93 800 | |
| Partially disagree | 32 | 33 | 64 500 | |
| Completely disagree | 5 | 4 | 9 800 | |
| Can not say | 2 | 2 | 3 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 43 | 84 000 |
| Partially agree | 49 | 48 | 93 800 | |
| Partially disagree | 9 | 7 | 13 700 | |
| Completely disagree | 2 | 1 | 2 000 | |
| Can not say | 1 | 1 | 2 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 9 800 |
| Partially agree | 23 | 24 | 46 900 | |
| Partially disagree | 38 | 36 | 70 300 | |
| Completely disagree | 24 | 27 | 52 800 | |
| Can not say | 10 | 8 | 15 600 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 9 800 |
| Partially agree | 37 | 36 | 70 300 | |
| Partially disagree | 43 | 46 | 89 900 | |
| Completely disagree | 10 | 10 | 21 500 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer local shops and services | Completely agree | 28 | 32 | 62 500 |
| Partially agree | 58 | 58 | 113 300 | |
| Partially disagree | 11 | 9 | 15 600 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 1 | 2 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 9 800 |
| Partially agree | 27 | 26 | 50 800 | |
| Partially disagree | 28 | 30 | 56 700 | |
| Completely disagree | 33 | 32 | 64 500 | |
| Can not say | 7 | 7 | 13 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 600 |
| Partially agree | 32 | 33 | 64 500 | |
| Partially disagree | 36 | 36 | 72 300 | |
| Completely disagree | 20 | 19 | 37 100 | |
| Can not say | 3 | 3 | 5 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 35 200 |
| Partially agree | 49 | 56 | 109 400 | |
| Partially disagree | 23 | 18 | 35 200 | |
| Completely disagree | 7 | 4 | 7 800 | |
| Can not say | 5 | 4 | 7 800 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 23 | 44 900 |
| Partially agree | 50 | 55 | 107 500 | |
| Partially disagree | 23 | 16 | 31 300 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 23 400 |
| Partially agree | 59 | 59 | 115 300 | |
| Partially disagree | 20 | 21 | 39 100 | |
| Completely disagree | 5 | 5 | 9 800 | |
| Can not say | 3 | 3 | 5 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 17 | 31 300 |
| Partially agree | 39 | 40 | 78 200 | |
| Partially disagree | 31 | 30 | 58 600 | |
| Completely disagree | 11 | 10 | 19 500 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 27 400 |
| Quite positively | 61 | 62 | 121 100 | |
| Quite negatively | 16 | 16 | 31 300 | |
| Very negative | 4 | 2 | 3 900 | |
| Can not say | 6 | 5 | 9 800 | |
| Magazines | Very positive | 12 | 13 | 25 400 |
| Quite positively | 60 | 60 | 119 200 | |
| Quite negatively | 18 | 18 | 35 200 | |
| Very negative | 4 | 3 | 5 900 | |
| Can not say | 7 | 5 | 9 800 | |
| Free and local newspapers | Very positive | 22 | 24 | 46 900 |
| Quite positively | 56 | 58 | 113 300 | |
| Quite negatively | 11 | 10 | 19 500 | |
| Very negative | 4 | 2 | 3 900 | |
| Can not say | 6 | 6 | 11 700 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 11 700 |
| Quite positively | 43 | 43 | 84 000 | |
| Quite negatively | 33 | 32 | 62 500 | |
| Very negative | 11 | 9 | 17 600 | |
| Can not say | 8 | 9 | 19 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 6 | 9 800 |
| Quite positively | 30 | 31 | 60 600 | |
| Quite negatively | 35 | 36 | 70 300 | |
| Very negative | 19 | 15 | 29 300 | |
| Can not say | 11 | 13 | 25 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 5 900 |
| Quite positively | 25 | 27 | 50 800 | |
| Quite negatively | 35 | 39 | 74 300 | |
| Very negative | 23 | 18 | 35 200 | |
| Can not say | 13 | 14 | 27 400 | |
| Newsletters to email | Very positive | 2 | 2 | 3 900 |
| Quite positively | 16 | 15 | 29 300 | |
| Quite negatively | 35 | 38 | 74 300 | |
| Very negative | 45 | 41 | 82 100 | |
| Can not say | 3 | 4 | 7 800 | |
| Other websites | Very positive | 2 | 3 | 5 900 |
| Quite positively | 32 | 30 | 58 600 | |
| Quite negatively | 39 | 41 | 80 100 | |
| Very negative | 15 | 12 | 23 400 | |
| Can not say | 12 | 15 | 29 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 9 800 |
| Quite positively | 44 | 45 | 87 900 | |
| Quite negatively | 31 | 33 | 64 500 | |
| Very negative | 14 | 12 | 23 400 | |
| Can not say | 4 | 4 | 7 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 5 900 |
| Quite positively | 33 | 31 | 58 600 | |
| Quite negatively | 35 | 38 | 74 300 | |
| Very negative | 21 | 22 | 43 000 | |
| Can not say | 7 | 7 | 13 700 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 18 | 35 200 |
| Quite positively | 44 | 48 | 93 800 | |
| Quite negatively | 21 | 19 | 37 100 | |
| Very negative | 15 | 10 | 19 500 | |
| Can not say | 5 | 5 | 9 800 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 500 |
| Quite positively | 51 | 50 | 95 700 | |
| Quite negatively | 22 | 25 | 48 800 | |
| Very negative | 9 | 7 | 13 700 | |
| Can not say | 8 | 9 | 17 600 | 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 | 22 | 44 900 |
| Partially agree | 59 | 62 | 121 100 | |
| Partially disagree | 10 | 8 | 13 700 | |
| Completely disagree | 3 | 3 | 3 900 | |
| Can not say | 11 | 5 | 9 800 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 21 | 43 000 |
| Partially agree | 56 | 60 | 117 200 | |
| Partially disagree | 14 | 10 | 19 500 | |
| Completely disagree | 4 | 3 | 3 900 | |
| Can not say | 10 | 6 | 11 700 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 38 | 76 200 |
| Partially agree | 39 | 39 | 76 200 | |
| Partially disagree | 17 | 15 | 27 400 | |
| Completely disagree | 4 | 2 | 3 900 | |
| Can not say | 8 | 6 | 11 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 43 000 |
| Partially agree | 44 | 42 | 82 100 | |
| Partially disagree | 11 | 10 | 19 500 | |
| Completely disagree | 5 | 5 | 9 800 | |
| Can not say | 18 | 20 | 41 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 66 400 |
| Partially agree | 47 | 46 | 89 900 | |
| Partially disagree | 7 | 6 | 11 700 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 12 | 12 | 23 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 33 200 |
| Partially agree | 51 | 51 | 99 700 | |
| Partially disagree | 13 | 12 | 23 400 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 18 | 19 | 37 100 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 23 400 |
| Partially agree | 50 | 54 | 105 500 | |
| Partially disagree | 17 | 16 | 31 300 | |
| Completely disagree | 3 | 2 | 3 900 | |
| Can not say | 20 | 17 | 33 200 | |
| Finnish magazines are of high quality | Completely agree | 22 | 29 | 56 700 |
| Partially agree | 57 | 55 | 105 500 | |
| Partially disagree | 9 | 8 | 13 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 10 | 8 | 15 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 23 400 |
| Partially agree | 48 | 49 | 95 700 | |
| Partially disagree | 22 | 21 | 41 000 | |
| Completely disagree | 7 | 7 | 13 700 | |
| Can not say | 13 | 10 | 19 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 25 400 |
| Partially agree | 33 | 33 | 62 500 | |
| Partially disagree | 22 | 23 | 43 000 | |
| Completely disagree | 22 | 23 | 44 900 | |
| Can not say | 11 | 10 | 19 500 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 21 500 |
| Partially agree | 31 | 34 | 66 400 | |
| Partially disagree | 26 | 26 | 50 800 | |
| Completely disagree | 24 | 22 | 43 000 | |
| Can not say | 10 | 7 | 13 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 20 | 39 100 |
| Partially agree | 48 | 55 | 107 500 | |
| Partially disagree | 20 | 15 | 29 300 | |
| Completely disagree | 12 | 7 | 13 700 | |
| Can not say | 7 | 4 | 7 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 13 | 25 400 |
| Partially agree | 28 | 37 | 72 300 | |
| Partially disagree | 27 | 25 | 48 800 | |
| Completely disagree | 28 | 18 | 35 200 | |
| Can not say | 10 | 7 | 13 700 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 7 800 |
| Partially agree | 36 | 39 | 76 200 | |
| Partially disagree | 35 | 33 | 64 500 | |
| Completely disagree | 9 | 8 | 15 600 | |
| Can not say | 16 | 16 | 31 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 23 | 44 900 |
| Partially agree | 39 | 43 | 84 000 | |
| Partially disagree | 23 | 19 | 37 100 | |
| Completely disagree | 12 | 8 | 15 600 | |
| Can not say | 10 | 7 | 13 700 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 13 700 |
| Partially agree | 20 | 21 | 39 100 | |
| Partially disagree | 23 | 22 | 43 000 | |
| Completely disagree | 42 | 43 | 86 000 | |
| Can not say | 7 | 6 | 13 700 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 44 | 84 000 |
| Partially agree | 27 | 27 | 52 800 | |
| Partially disagree | 11 | 11 | 19 500 | |
| Completely disagree | 14 | 15 | 31 300 | |
| Can not say | 2 | 3 | 5 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 66 400 |
| Partially agree | 39 | 38 | 74 300 | |
| Partially disagree | 13 | 13 | 25 400 | |
| Completely disagree | 10 | 11 | 21 500 | |
| Can not say | 3 | 4 | 7 800 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 20 | 37 100 |
| Partially agree | 33 | 33 | 62 500 | |
| Partially disagree | 21 | 22 | 43 000 | |
| Completely disagree | 24 | 21 | 43 000 | |
| Can not say | 4 | 4 | 9 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 33 200 |
| Partially agree | 33 | 30 | 56 700 | |
| Partially disagree | 25 | 25 | 48 800 | |
| Completely disagree | 21 | 25 | 50 800 | |
| Can not say | 3 | 2 | 5 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 21 | 41 000 |
| Partially agree | 21 | 21 | 41 000 | |
| Partially disagree | 17 | 15 | 29 300 | |
| Completely disagree | 37 | 37 | 72 300 | |
| Can not say | 8 | 6 | 11 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 46 900 |
| Partially agree | 52 | 53 | 101 600 | |
| Partially disagree | 12 | 11 | 21 500 | |
| Completely disagree | 4 | 3 | 5 900 | |
| Can not say | 8 | 9 | 17 600 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 146 600 |
| Partially agree | 16 | 15 | 29 300 | |
| Partially disagree | 3 | 3 | 5 900 | |
| Completely disagree | 2 | 2 | 3 900 | |
| Can not say | 5 | 5 | 11 700 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 64 500 |
| Partially agree | 39 | 38 | 74 300 | |
| Partially disagree | 15 | 14 | 27 400 | |
| Completely disagree | 8 | 6 | 13 700 | |
| Can not say | 7 | 8 | 17 600 | 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 | 68 | 134 800 |
| Cosmetics and beauty care | 16 | 28 | 54 700 | |
| Interior design and furniture | 26 | 37 | 72 300 | |
| Renovation and building | 24 | 23 | 44 900 | |
| Domestic appliances | 10 | 8 | 15 600 | |
| Consumer electronics and IT equipment | 13 | 6 | 11 700 | |
| Saving and investing | 14 | 12 | 23 400 | |
| Style and fashion | 21 | 33 | 64 500 | |
| Cars | 14 | 5 | 9 800 | |
| Travelling | 23 | 27 | 52 800 | |
| Sports clothing, footwear or equipment | 14 | 16 | 29 300 | |
| Health and wellness products/services | 19 | 27 | 52 800 | |
| None of these | 16 | 10 | 19 500 | |
| Can not say | 10 | 8 | 15 600 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 59 | 111 400 |
| Cosmetics and beauty care | 17 | 28 | 52 800 | |
| Interior design and furniture | 21 | 29 | 54 700 | |
| Renovation and building | 21 | 19 | 35 200 | |
| Domestic appliances | 10 | 7 | 13 700 | |
| Consumer electronics and IT equipment | 17 | 8 | 15 600 | |
| Saving and investing | 13 | 11 | 19 500 | |
| Style and fashion | 19 | 28 | 52 800 | |
| Cars | 13 | 5 | 7 800 | |
| Travelling | 23 | 24 | 46 900 | |
| Sports clothing, footwear or equipment | 16 | 14 | 25 400 | |
| Health and wellness products/services | 18 | 24 | 46 900 | |
| None of these | 21 | 19 | 39 100 | |
| Can not say | 12 | 12 | 25 400 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 7 | 11 700 |
| Well-being and health | 50 | 64 | 125 100 | |
| Charity work | 14 | 19 | 35 200 | |
| Self development | 32 | 38 | 74 300 | |
| Celebrities | 13 | 13 | 23 400 | |
| Fishing | 15 | 9 | 15 600 | |
| Beauty care and cosmetics | 16 | 22 | 41 000 | |
| Literature | 29 | 43 | 82 100 | |
| Domestic and foreign news | 51 | 50 | 95 700 | |
| Domestic travel | 33 | 39 | 76 200 | |
| Culture | 34 | 46 | 87 900 | |
| Crafts | 25 | 81 | 160 200 | |
| Nature and going outdoor | 52 | 58 | 113 300 | |
| Hunting | 9 | 4 | 5 900 | |
| Style and fashion | 20 | 29 | 56 700 | |
| Music and concerts | 37 | 40 | 76 200 | |
| Going on summer cottage | 29 | 32 | 62 500 | |
| Local affairs | 56 | 67 | 132 900 | |
| Computer/console/mobile playing | 17 | 9 | 15 600 | |
| Politics | 43 | 38 | 72 300 | |
| Gardening and plants | 29 | 53 | 103 600 | |
| Online gambling or betting | 5 | 2 | 3 900 | |
| Building and renovating | 34 | 30 | 58 600 | |
| Food and drink | 38 | 36 | 68 400 | |
| Cooking, baking, recipes | 38 | 58 | 113 300 | |
| Investment | 24 | 17 | 33 200 | |
| Decorating | 28 | 48 | 93 800 | |
| Economic and finances | 36 | 27 | 50 800 | |
| Science | 37 | 32 | 58 600 | |
| Travelling abroad | 34 | 30 | 58 600 | |
| Sports, exercising | 45 | 33 | 62 500 | |
| Sailing, boating | 9 | 5 | 9 800 | |
| Consumer electronics and information technology | 20 | 8 | 13 700 | |
| Environmental matters | 31 | 38 | 72 300 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers October 2026
Contact info
Media sales
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Päätoimittaja
- Leeni Hoimela-Mäkinen
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- suuri.kasityo@sanoma.com