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.
Issues per year
10 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 8.1.2025 | 11.12.2024 | 13.12.2024 | Renewed magazine! New series: Namedin's hit pattern for sewing enthusiasts and knitting star Merja Ojanperä's easy top. |
| 2 | 5.2.2025 | 15.1.2025 | 17.1.2025 | Warmth for winter. Cozy everyday clothes and warm knits. New series: Paapi's hit pattern for sewing enthusiasts. |
| 3 | 5.3.2025 | 12.2.2025 | 14.2.2025 | Well-being. Relax by making clothes for outdoor activities and wonderful everyday life. The materials are comfortable and the style casual. In designer pattern: quality Ril's wrap dress. |
| 4 | 9.4.2025 | 19.3.2025 | 21.3.2025 | Dress extra. The best dresses for every taste – sewing and knitting. We show how the same pattern can adapt to everyday and celebration. |
| 5 | 14.5.2025 | 22.4.2025 | 24.4.2025 | Jersey extra. Lots of summer clothes from sewers' favorite material, jersey, and lovely summer knits. |
| 6 - 7 | 18.6.2025 | 27.5.2025 | 30.5.2025 | Relaxed vacation mode. Sew last-minute quick summer clothes or start preparing for autumn during your vacation. Lots of small knits that travel with you. |
| 8 | 6.8.2025 | 16.7.2025 | 18.7.2025 | Sweatshirt extra. Lovely everyday clothes made from sewers' beloved soft material. The most comfortable knit sweaters for autumn are being started now. |
| 9 | 10.9.2025 | 20.8.2025 | 22.8.2025 | Wool extra. The most beautiful knits and the enchanting wool sweater from a domestic knitting star. Sew classics that will last for years. |
| 10 | 15.10.2025 | 24.9.2025 | 26.9.2025 | Wool sock extra. Lots of the most beautiful wool socks and warm knits for autumn. Sew comfortable loungewear that’s nice for staying home. |
| 11 - 12 | 12.11.2025 | 22.10.2025 | 24.10.2025 | Waiting for Christmas. A Christmas magazine full of desired patterns and Christmas gift ideas. |
| Issue | Issue | 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. |
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 272 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 € |
| 1/3 portrait | Not specified | 76 x 297 mm | 5 mm | 4 507 € |
| 1/3 landscape | Not specified | 230 x 99 mm | 5 mm | 4 507 € |
| 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 31.12.2025 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 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 272 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
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 31.12.2025 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
197 900
Total reach
227 700
How many times read
3,4
Minutes of reading
70 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 197 900
Minutes of reading70 min
How many times read3,4
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 95 | 188 000 |
| Men | 49 | 5 | 9 900 | |
| Native language | Finnish | 95 | 98 | 193 900 |
| Swedish | 5 | 2 | 4 000 | |
| Age | 15-24 y | 13 | 6 | 11 900 |
| 25-34 y | 14 | 10 | 19 800 | |
| 35-44 y | 14 | 10 | 19 800 | |
| 45-54 y | 14 | 11 | 21 800 | |
| 55-64 y | 15 | 19 | 37 600 | |
| 65+ y | 30 | 43 | 85 100 | |
| Gender + age | Female 15-29 years | 9 | 9 | 17 800 |
| Female 30-49 years | 14 | 20 | 39 600 | |
| Female 50+ years | 28 | 66 | 130 600 | |
| Male 15-29 years | 10 | 2 | 4 000 | |
| Male 30-49 years | 15 | 2 | 4 000 | |
| Male 50+ years | 24 | 2 | 4 000 | |
| Household position | Lives at home with parents | 7 | 3 | 5 900 |
| Lives alone | 29 | 32 | 63 300 | |
| Lives with spouse | 36 | 40 | 79 200 | |
| Lives with spouse and children | 24 | 20 | 39 600 | |
| Single parent | 2 | 3 | 5 900 | |
| Other | 3 | 3 | 5 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 51 500 |
| No | 39 | 48 | 95 000 | |
| No answer (under 45 year olds) | 41 | 27 | 53 400 | |
| Education | Elementary school | 4 | 4 | 7 900 |
| Secondary school | 6 | 8 | 15 800 | |
| Vocational | 27 | 27 | 53 400 | |
| High school | 13 | 13 | 25 700 | |
| University of Applied Sciences | 20 | 16 | 31 700 | |
| University | 28 | 29 | 57 400 | |
| Something else | 2 | 3 | 5 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 192 000 |
| No | 6 | 3 | 5 900 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 81 | 160 300 |
| No | 32 | 19 | 37 600 | |
| Size of the household | 1 pers | 28 | 31 | 61 300 |
| 2 pers | 38 | 43 | 85 100 | |
| 3 pers | 14 | 12 | 23 700 | |
| 4 pers | 12 | 7 | 13 900 | |
| 5+ pers | 7 | 6 | 11 900 | |
| Household income (gross) | Below 20 000 € /y | 10 | 11 | 21 800 |
| 20 000 - 35 000 € /y | 17 | 23 | 45 500 | |
| 35 001 - 50 000 € /y | 18 | 19 | 37 600 | |
| 50 001 - 85 000 € /y | 21 | 19 | 37 600 | |
| 85 001 - 100 000 € /y | 8 | 7 | 13 900 | |
| Over 100 000 € /y | 10 | 6 | 11 900 | |
| Dont want to tell | 5 | 7 | 13 900 | |
| Cant say / No answer | 10 | 8 | 15 800 | |
| Family with kids | Yes | 32 | 25 | 49 500 |
| No | 68 | 75 | 148 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 21 800 |
| 2 children | 13 | 8 | 15 800 | |
| 3 children | 5 | 4 | 7 900 | |
| 4 children | 1 | 1 | 2 000 | |
| 5+ children | 1 | 1 | 2 000 | |
| There are no children | 67 | 75 | 148 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 18 | 35 600 |
| Dog | 26 | 26 | 51 500 | |
| Some other pet | 5 | 5 | 9 900 | |
| No pets | 61 | 59 | 116 800 | |
| Health services used in the household | Public health services | 85 | 89 | 176 100 |
| Employer - funded health care services | 50 | 42 | 83 100 | |
| Private, self-funded healthcare services | 39 | 47 | 93 000 | |
| Private health insurance services | 26 | 23 | 45 500 | |
| No health care | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 2 000 | |
| Housing | Apartment | 32 | 32 | 63 300 |
| Row house or semi-detached house | 17 | 17 | 33 600 | |
| Detached house | 46 | 46 | 91 000 | |
| Farm | 4 | 5 | 9 900 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 77 | 152 400 |
| Rented residence | 20 | 20 | 39 600 | |
| Right of residence apartment | 2 | 2 | 4 000 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 40 | 79 200 |
| No | 58 | 59 | 116 800 | |
| Can not say | 1 | 1 | 2 000 | |
| Number of cars in household | One car | 45 | 48 | 95 000 |
| Two cars | 30 | 29 | 57 400 | |
| Three or more cars | 10 | 8 | 15 800 | |
| No car | 14 | 15 | 29 700 | |
| Type of car, if buying now | New | 21 | 21 | 41 600 |
| Used | 70 | 65 | 128 600 | |
| Company car | 5 | 2 | 4 000 | |
| Leasing (personal) | 9 | 7 | 13 900 | |
| Shared car | 3 | 2 | 4 000 | |
| Doesn't use a car | 8 | 10 | 19 800 | |
| Can not say | 5 | 6 | 11 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 22 | 43 500 |
| No | 72 | 78 | 154 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 19 800 |
| No | 76 | 85 | 168 200 | |
| Can not say | 5 | 5 | 9 900 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 13 | 25 700 |
| Turku or Tampere | 8 | 8 | 15 800 | |
| Oulu | 4 | 4 | 7 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 27 700 | |
| Urban municipality | 25 | 27 | 53 400 | |
| Conurbation | 16 | 18 | 35 600 | |
| Countryside | 13 | 16 | 31 700 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 31 700 |
| 5-6 days a week | 4 | 6 | 11 900 | |
| 1-4 days a week | 24 | 31 | 61 300 | |
| Monthly | 25 | 28 | 55 400 | |
| Rarely | 26 | 17 | 33 600 | |
| Never | 8 | 2 | 4 000 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 21 | 41 600 |
| 5-6 days a week | 5 | 6 | 11 900 | |
| 1-4 days a week | 20 | 23 | 45 500 | |
| Monthly | 15 | 16 | 31 700 | |
| Rarely | 23 | 21 | 41 600 | |
| Never | 13 | 12 | 23 700 | |
| Can not say | 1 | 2 | 4 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 32 | 63 300 |
| 5-6 days a week | 5 | 5 | 9 900 | |
| 1-4 days a week | 23 | 26 | 51 500 | |
| Monthly | 15 | 15 | 29 700 | |
| Rarely | 24 | 19 | 37 600 | |
| Never | 8 | 4 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 52 | 102 900 |
| 5-6 days a week | 9 | 10 | 19 800 | |
| 1-4 days a week | 17 | 20 | 39 600 | |
| Monthly | 6 | 5 | 9 900 | |
| Rarely | 8 | 7 | 13 900 | |
| Never | 5 | 6 | 11 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 7 900 |
| 5-6 days a week | 4 | 5 | 9 900 | |
| 1-4 days a week | 41 | 49 | 97 000 | |
| Monthly | 18 | 14 | 27 700 | |
| Rarely | 23 | 21 | 41 600 | |
| Never | 9 | 6 | 11 900 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 39 600 |
| 5-6 days a week | 10 | 10 | 19 800 | |
| 1-4 days a week | 30 | 30 | 59 400 | |
| Monthly | 21 | 18 | 35 600 | |
| Rarely | 15 | 14 | 27 700 | |
| Never | 6 | 7 | 13 900 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 12 | 23 700 |
| 5-6 days a week | 10 | 9 | 17 800 | |
| 1-4 days a week | 22 | 18 | 35 600 | |
| Monthly | 9 | 8 | 15 800 | |
| Rarely | 13 | 12 | 23 700 | |
| Never | 30 | 41 | 81 100 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 52 | 102 900 |
| 5-6 days a week | 10 | 12 | 23 700 | |
| 1-4 days a week | 19 | 16 | 31 700 | |
| Monthly | 12 | 8 | 15 800 | |
| Rarely | 12 | 10 | 19 800 | |
| Never | 3 | 2 | 4 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 38 | 75 200 |
| 5-6 days a week | 12 | 12 | 23 700 | |
| 1-4 days a week | 22 | 21 | 41 600 | |
| Monthly | 12 | 9 | 17 800 | |
| Rarely | 13 | 10 | 19 800 | |
| Never | 8 | 9 | 17 800 | |
| Can not say | 0 | 1 | 2 000 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 28 | 55 400 |
| 5-6 days a week | 6 | 5 | 9 900 | |
| 1-4 days a week | 16 | 16 | 31 700 | |
| Monthly | 13 | 11 | 21 800 | |
| Rarely | 27 | 26 | 51 500 | |
| Never | 15 | 13 | 25 700 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 27 700 |
| 5-6 days a week | 9 | 7 | 13 900 | |
| 1-4 days a week | 21 | 20 | 39 600 | |
| Monthly | 14 | 13 | 25 700 | |
| Rarely | 23 | 26 | 51 500 | |
| Never | 16 | 19 | 37 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 7 900 |
| 5-6 days a week | 3 | 2 | 4 000 | |
| 1-4 days a week | 11 | 8 | 15 800 | |
| Monthly | 14 | 13 | 25 700 | |
| Rarely | 27 | 30 | 59 400 | |
| Never | 36 | 41 | 81 100 | |
| Can not say | 2 | 2 | 4 000 | |
| User frequency and following: Social media | Daily | 59 | 61 | 120 700 |
| 5-6 days a week | 8 | 7 | 13 900 | |
| 1-4 days a week | 8 | 9 | 17 800 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 6 | 5 | 9 900 | |
| Never | 16 | 15 | 29 700 | |
| Can not say | 0 | 1 | 2 000 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 17 800 |
| 5-6 days a week | 6 | 4 | 7 900 | |
| 1-4 days a week | 13 | 11 | 21 800 | |
| Monthly | 8 | 9 | 17 800 | |
| Rarely | 20 | 22 | 43 500 | |
| Never | 38 | 44 | 87 100 | |
| Can not say | 1 | 1 | 2 000 | |
| User frequency: Instant messaging | Daily | 69 | 69 | 136 600 |
| 5-6 days a week | 11 | 12 | 23 700 | |
| 1-4 days a week | 9 | 10 | 19 800 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 2 | 2 | 4 000 | |
| Never | 6 | 5 | 9 900 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 24 | 47 500 |
| 5-6 days a week | 6 | 8 | 15 800 | |
| 1-4 days a week | 14 | 16 | 31 700 | |
| Monthly | 22 | 20 | 39 600 | |
| Rarely | 34 | 28 | 55 400 | |
| Never | 7 | 4 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 900 | |
| Monthly | 7 | 6 | 11 900 | |
| Rarely | 30 | 27 | 53 400 | |
| Never | 53 | 57 | 112 800 | |
| Can not say | 1 | 1 | 2 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 15 800 |
| 5-6 days a week | 3 | 3 | 5 900 | |
| 1-4 days a week | 6 | 6 | 11 900 | |
| Monthly | 8 | 7 | 13 900 | |
| Rarely | 23 | 19 | 37 600 | |
| Never | 54 | 57 | 112 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 10 | 19 800 |
| 5-6 days a week | 9 | 5 | 9 900 | |
| 1-4 days a week | 23 | 18 | 35 600 | |
| Monthly | 21 | 25 | 49 500 | |
| Rarely | 17 | 25 | 49 500 | |
| Never | 10 | 17 | 33 600 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 4 000 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 8 | 6 | 11 900 | |
| Monthly | 8 | 7 | 13 900 | |
| Rarely | 12 | 10 | 19 800 | |
| Never | 59 | 68 | 134 600 | |
| Cant say / No answer | 6 | 6 | 11 900 | |
| Usage/following: Facebook | Daily | 39 | 46 | 91 000 |
| 5-6 days a week | 8 | 8 | 15 800 | |
| 1-4 days a week | 11 | 11 | 21 800 | |
| Monthly | 6 | 4 | 7 900 | |
| Rarely | 9 | 6 | 11 900 | |
| Never | 22 | 20 | 39 600 | |
| Cant say / No answer | 4 | 4 | 7 900 | |
| Usage/Following: Instagram | Daily | 32 | 35 | 69 300 |
| 5-6 days a week | 7 | 6 | 11 900 | |
| 1-4 days a week | 9 | 9 | 17 800 | |
| Monthly | 5 | 5 | 9 900 | |
| Rarely | 9 | 8 | 15 800 | |
| Never | 33 | 33 | 65 300 | |
| Cant say / No answer | 5 | 4 | 7 900 | |
| Usage/following rate: Snapchat | Daily | 15 | 10 | 19 800 |
| 5-6 days a week | 2 | 2 | 4 000 | |
| 1-4 days a week | 3 | 2 | 4 000 | |
| Monthly | 2 | 2 | 4 000 | |
| Rarely | 5 | 4 | 7 900 | |
| Never | 69 | 75 | 148 400 | |
| Cant say / No answer | 5 | 5 | 9 900 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 5 900 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 2 | 4 000 | |
| Monthly | 5 | 3 | 5 900 | |
| Rarely | 11 | 8 | 15 800 | |
| Never | 68 | 78 | 154 400 | |
| Cant say / No answer | 5 | 5 | 9 900 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 11 900 |
| 5-6 days a week | 3 | 2 | 4 000 | |
| 1-4 days a week | 4 | 4 | 7 900 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 8 | 8 | 15 800 | |
| Never | 68 | 73 | 144 500 | |
| Cant say / No answer | 4 | 5 | 9 900 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 14 | 27 700 |
| Partially agree | 43 | 44 | 87 100 | |
| Partially disagree | 30 | 30 | 59 400 | |
| Completely disagree | 10 | 10 | 19 800 | |
| Can not say | 3 | 2 | 4 000 | |
| I prefer domestic products | Completely agree | 33 | 38 | 75 200 |
| Partially agree | 55 | 55 | 108 800 | |
| Partially disagree | 9 | 7 | 13 900 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 25 | 49 500 |
| Partially agree | 54 | 57 | 112 800 | |
| Partially disagree | 18 | 13 | 25 700 | |
| Completely disagree | 4 | 2 | 4 000 | |
| Can not say | 3 | 3 | 5 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 45 500 |
| Partially agree | 58 | 58 | 114 800 | |
| Partially disagree | 15 | 15 | 29 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 2 | 4 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 12 | 23 700 |
| Partially agree | 48 | 51 | 100 900 | |
| Partially disagree | 33 | 29 | 57 400 | |
| Completely disagree | 5 | 6 | 11 900 | |
| Can not say | 2 | 2 | 4 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 43 | 85 100 |
| Partially agree | 50 | 48 | 95 000 | |
| Partially disagree | 9 | 7 | 13 900 | |
| Completely disagree | 2 | 2 | 4 000 | |
| Can not say | 1 | 1 | 2 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 9 900 |
| Partially agree | 24 | 22 | 43 500 | |
| Partially disagree | 38 | 38 | 75 200 | |
| Completely disagree | 24 | 24 | 47 500 | |
| Can not say | 9 | 10 | 19 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 900 |
| Partially agree | 36 | 34 | 67 300 | |
| Partially disagree | 45 | 48 | 95 000 | |
| Completely disagree | 11 | 11 | 21 800 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 59 400 |
| Partially agree | 58 | 59 | 116 800 | |
| Partially disagree | 11 | 9 | 17 800 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 2 | 4 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 5 900 |
| Partially agree | 28 | 27 | 53 400 | |
| Partially disagree | 29 | 28 | 55 400 | |
| Completely disagree | 32 | 33 | 65 300 | |
| Can not say | 7 | 9 | 17 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 19 800 |
| Partially agree | 32 | 32 | 63 300 | |
| Partially disagree | 37 | 37 | 73 200 | |
| Completely disagree | 20 | 19 | 37 600 | |
| Can not say | 2 | 2 | 4 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 22 | 43 500 |
| Partially agree | 50 | 55 | 108 800 | |
| Partially disagree | 24 | 17 | 33 600 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 4 | 3 | 5 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 43 500 |
| Partially agree | 51 | 55 | 108 800 | |
| Partially disagree | 22 | 16 | 31 700 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 3 | 4 | 7 900 | |
| I prefer well-known brands | Completely agree | 12 | 10 | 19 800 |
| Partially agree | 58 | 58 | 114 800 | |
| Partially disagree | 21 | 22 | 43 500 | |
| Completely disagree | 5 | 6 | 11 900 | |
| Can not say | 3 | 4 | 7 900 | |
| I prefer used products in my purchases | Completely agree | 14 | 19 | 37 600 |
| Partially agree | 41 | 39 | 77 200 | |
| Partially disagree | 31 | 29 | 57 400 | |
| Completely disagree | 12 | 10 | 19 800 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 27 700 |
| Quite positively | 61 | 61 | 120 700 | |
| Quite negatively | 16 | 16 | 31 700 | |
| Very negative | 4 | 2 | 4 000 | |
| Can not say | 6 | 6 | 11 900 | |
| Magazines | Very positive | 13 | 15 | 29 700 |
| Quite positively | 60 | 59 | 116 800 | |
| Quite negatively | 17 | 18 | 35 600 | |
| Very negative | 4 | 3 | 5 900 | |
| Can not say | 6 | 5 | 9 900 | |
| Free and local newspapers | Very positive | 24 | 26 | 51 500 |
| Quite positively | 56 | 57 | 112 800 | |
| Quite negatively | 11 | 10 | 19 800 | |
| Very negative | 4 | 1 | 2 000 | |
| Can not say | 6 | 6 | 11 900 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 13 900 |
| Quite positively | 45 | 43 | 85 100 | |
| Quite negatively | 30 | 31 | 61 300 | |
| Very negative | 10 | 9 | 17 800 | |
| Can not say | 8 | 11 | 21 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 9 900 |
| Quite positively | 33 | 34 | 67 300 | |
| Quite negatively | 32 | 33 | 65 300 | |
| Very negative | 17 | 14 | 27 700 | |
| Can not say | 12 | 14 | 27 700 | |
| Blogs | Very positive | 4 | 4 | 7 900 |
| Quite positively | 25 | 22 | 43 500 | |
| Quite negatively | 29 | 29 | 57 400 | |
| Very negative | 16 | 13 | 25 700 | |
| Can not say | 26 | 32 | 63 300 | |
| Newsletters to email | Very positive | 2 | 2 | 4 000 |
| Quite positively | 17 | 18 | 35 600 | |
| Quite negatively | 34 | 34 | 67 300 | |
| Very negative | 43 | 41 | 81 100 | |
| Can not say | 4 | 5 | 9 900 | |
| Other websites | Very positive | 3 | 3 | 5 900 |
| Quite positively | 38 | 32 | 63 300 | |
| Quite negatively | 34 | 36 | 71 200 | |
| Very negative | 14 | 11 | 21 800 | |
| Can not say | 11 | 17 | 33 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 11 900 |
| Quite positively | 46 | 45 | 89 100 | |
| Quite negatively | 29 | 32 | 63 300 | |
| Very negative | 13 | 12 | 23 700 | |
| Can not say | 4 | 5 | 9 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 7 900 |
| Quite positively | 35 | 31 | 61 300 | |
| Quite negatively | 33 | 35 | 69 300 | |
| Very negative | 20 | 22 | 43 500 | |
| Can not say | 7 | 9 | 17 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 23 | 45 500 |
| Quite positively | 46 | 48 | 95 000 | |
| Quite negatively | 17 | 14 | 27 700 | |
| Very negative | 14 | 10 | 19 800 | |
| Can not say | 5 | 5 | 9 900 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 800 |
| Quite positively | 52 | 51 | 100 900 | |
| Quite negatively | 21 | 24 | 47 500 | |
| Very negative | 9 | 7 | 13 900 | |
| Can not say | 8 | 10 | 19 800 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 22 | 43 500 |
| Partially agree | 60 | 62 | 122 700 | |
| Partially disagree | 11 | 8 | 15 800 | |
| Completely disagree | 3 | 2 | 4 000 | |
| Can not say | 9 | 5 | 9 900 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 20 | 39 600 |
| Partially agree | 57 | 61 | 120 700 | |
| Partially disagree | 14 | 9 | 17 800 | |
| Completely disagree | 5 | 3 | 5 900 | |
| Can not say | 8 | 6 | 11 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 45 500 |
| Partially agree | 46 | 42 | 83 100 | |
| Partially disagree | 12 | 12 | 23 700 | |
| Completely disagree | 5 | 4 | 7 900 | |
| Can not say | 15 | 19 | 37 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 65 300 |
| Partially agree | 49 | 49 | 97 000 | |
| Partially disagree | 7 | 6 | 11 900 | |
| Completely disagree | 2 | 2 | 4 000 | |
| Can not say | 10 | 10 | 19 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 14 | 27 700 |
| Partially agree | 51 | 52 | 102 900 | |
| Partially disagree | 14 | 14 | 27 700 | |
| Completely disagree | 3 | 2 | 4 000 | |
| Can not say | 16 | 18 | 35 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 21 800 |
| Partially agree | 52 | 55 | 108 800 | |
| Partially disagree | 18 | 17 | 33 600 | |
| Completely disagree | 3 | 2 | 4 000 | |
| Can not say | 17 | 16 | 31 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 51 500 |
| Partially agree | 58 | 59 | 116 800 | |
| Partially disagree | 9 | 8 | 15 800 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 9 | 6 | 11 900 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 11 900 |
| Partially agree | 25 | 28 | 55 400 | |
| Partially disagree | 23 | 22 | 43 500 | |
| Completely disagree | 36 | 34 | 67 300 | |
| Can not say | 10 | 9 | 17 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 21 | 41 600 |
| Partially agree | 33 | 37 | 73 200 | |
| Partially disagree | 29 | 24 | 47 500 | |
| Completely disagree | 17 | 13 | 25 700 | |
| Can not say | 5 | 4 | 7 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 19 800 |
| Partially agree | 45 | 47 | 93 000 | |
| Partially disagree | 28 | 25 | 49 500 | |
| Completely disagree | 10 | 10 | 19 800 | |
| Can not say | 10 | 8 | 15 800 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 23 700 |
| Partially agree | 35 | 32 | 63 300 | |
| Partially disagree | 23 | 23 | 45 500 | |
| Completely disagree | 23 | 26 | 51 500 | |
| Can not say | 9 | 8 | 15 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 19 800 |
| Partially agree | 33 | 35 | 69 300 | |
| Partially disagree | 27 | 27 | 53 400 | |
| Completely disagree | 24 | 22 | 43 500 | |
| Can not say | 8 | 6 | 11 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 19 | 37 600 |
| Partially agree | 50 | 57 | 112 800 | |
| Partially disagree | 19 | 15 | 29 700 | |
| Completely disagree | 13 | 8 | 15 800 | |
| Can not say | 5 | 2 | 4 000 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 25 700 |
| Partially agree | 29 | 37 | 73 200 | |
| Partially disagree | 27 | 25 | 49 500 | |
| Completely disagree | 29 | 21 | 41 600 | |
| Can not say | 7 | 5 | 9 900 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 000 |
| Partially agree | 18 | 16 | 31 700 | |
| Partially disagree | 33 | 33 | 65 300 | |
| Completely disagree | 38 | 37 | 73 200 | |
| Can not say | 10 | 12 | 23 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 23 | 45 500 |
| Partially agree | 41 | 44 | 87 100 | |
| Partially disagree | 23 | 19 | 37 600 | |
| Completely disagree | 12 | 7 | 13 900 | |
| Can not say | 8 | 7 | 13 900 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 9 | 17 800 |
| Newspapers | 12 | 13 | 25 700 | |
| Magazine websites | 7 | 5 | 9 900 | |
| Newspaper websites | 8 | 6 | 11 900 | |
| Blogs | 3 | 1 | 2 000 | |
| Social media | 16 | 11 | 21 800 | |
| Other websites | 44 | 36 | 71 200 | |
| Television | 11 | 10 | 19 800 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 10 | 10 | 19 800 | |
| None of these | 39 | 48 | 95 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 17 | 33 600 |
| Newspapers | 15 | 18 | 35 600 | |
| Magazine websites | 9 | 7 | 13 900 | |
| Newspaper websites | 11 | 10 | 19 800 | |
| Blogs | 6 | 4 | 7 900 | |
| Social media | 28 | 22 | 43 500 | |
| Other websites | 50 | 43 | 85 100 | |
| Television | 19 | 18 | 35 600 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 35 | 43 | 85 100 | |
| None of these | 16 | 19 | 37 600 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 31 | 61 300 |
| Newspapers | 8 | 9 | 17 800 | |
| Magazine websites | 10 | 16 | 31 700 | |
| Newspaper websites | 7 | 8 | 15 800 | |
| Blogs | 7 | 11 | 21 800 | |
| Social media | 31 | 36 | 71 200 | |
| Other websites | 17 | 23 | 45 500 | |
| Television | 14 | 17 | 33 600 | |
| Radio | 2 | 3 | 5 900 | |
| Direct mail | 17 | 27 | 53 400 | |
| None of these | 43 | 27 | 53 400 | |
| Information sources, travel | Print magazines | 16 | 23 | 45 500 |
| Newspapers | 15 | 18 | 35 600 | |
| Magazine websites | 10 | 11 | 21 800 | |
| Newspaper websites | 11 | 11 | 21 800 | |
| Blogs | 12 | 11 | 21 800 | |
| Social media | 38 | 38 | 75 200 | |
| Other websites | 49 | 49 | 97 000 | |
| Television | 17 | 20 | 39 600 | |
| Radio | 3 | 4 | 7 900 | |
| Direct mail | 9 | 11 | 21 800 | |
| None of these | 25 | 23 | 45 500 | |
| Information sources, style and fashion | Print magazines | 22 | 37 | 73 200 |
| Newspapers | 11 | 13 | 25 700 | |
| Magazine websites | 12 | 17 | 33 600 | |
| Newspaper websites | 8 | 8 | 15 800 | |
| Blogs | 9 | 11 | 21 800 | |
| Social media | 37 | 40 | 79 200 | |
| Other websites | 34 | 38 | 75 200 | |
| Television | 18 | 21 | 41 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 25 | 35 | 69 300 | |
| None of these | 28 | 18 | 35 600 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 43 500 |
| Newspapers | 13 | 14 | 27 700 | |
| Magazine websites | 9 | 10 | 19 800 | |
| Newspaper websites | 9 | 8 | 15 800 | |
| Blogs | 7 | 7 | 13 900 | |
| Social media | 26 | 24 | 47 500 | |
| Other websites | 33 | 29 | 57 400 | |
| Television | 18 | 20 | 39 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 27 | 34 | 67 300 | |
| None of these | 31 | 32 | 63 300 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 50 | 99 000 |
| Newspapers | 25 | 29 | 57 400 | |
| Magazine websites | 21 | 27 | 53 400 | |
| Newspaper websites | 23 | 20 | 39 600 | |
| Blogs | 14 | 14 | 27 700 | |
| Social media | 45 | 44 | 87 100 | |
| Other websites | 32 | 29 | 57 400 | |
| Television | 29 | 30 | 59 400 | |
| Radio | 7 | 6 | 11 900 | |
| Direct mail | 26 | 33 | 65 300 | |
| None of these | 11 | 7 | 13 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 19 800 |
| Newspapers | 10 | 14 | 27 700 | |
| Magazine websites | 3 | 3 | 5 900 | |
| Newspaper websites | 5 | 5 | 9 900 | |
| Blogs | 1 | 1 | 2 000 | |
| Social media | 12 | 12 | 23 700 | |
| Other websites | 27 | 27 | 53 400 | |
| Television | 12 | 15 | 29 700 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 16 | 22 | 43 500 | |
| None of these | 52 | 47 | 93 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 32 | 63 300 |
| Newspapers | 14 | 15 | 29 700 | |
| Magazine websites | 11 | 14 | 27 700 | |
| Newspaper websites | 9 | 9 | 17 800 | |
| Blogs | 7 | 10 | 19 800 | |
| Social media | 31 | 34 | 67 300 | |
| Other websites | 31 | 29 | 57 400 | |
| Television | 19 | 21 | 41 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 31 | 40 | 79 200 | |
| None of these | 24 | 19 | 37 600 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 17 800 |
| Newspapers | 11 | 12 | 23 700 | |
| Magazine websites | 6 | 5 | 9 900 | |
| Newspaper websites | 11 | 7 | 13 900 | |
| Blogs | 7 | 6 | 11 900 | |
| Social media | 22 | 16 | 31 700 | |
| Other websites | 32 | 26 | 51 500 | |
| Television | 8 | 8 | 15 800 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 4 | 5 | 9 900 | |
| None of these | 44 | 50 | 99 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 19 | 37 600 |
| Newspapers | 13 | 16 | 31 700 | |
| Magazine websites | 8 | 9 | 17 800 | |
| Newspaper websites | 9 | 10 | 19 800 | |
| Blogs | 5 | 6 | 11 900 | |
| Social media | 26 | 28 | 55 400 | |
| Other websites | 39 | 40 | 79 200 | |
| Television | 13 | 15 | 29 700 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 15 | 20 | 39 600 | |
| None of these | 36 | 29 | 57 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 16 | 31 700 |
| Newspapers | 16 | 19 | 37 600 | |
| Magazine websites | 7 | 7 | 13 900 | |
| Newspaper websites | 9 | 9 | 17 800 | |
| Blogs | 5 | 5 | 9 900 | |
| Social media | 26 | 25 | 49 500 | |
| Other websites | 42 | 39 | 77 200 | |
| Television | 14 | 15 | 29 700 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 30 | 41 | 81 100 | |
| None of these | 28 | 23 | 45 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 6 | 11 900 |
| Well-being and health | 50 | 64 | 126 700 | |
| Charity work | 13 | 17 | 33 600 | |
| Self development | 32 | 36 | 71 200 | |
| Celebrities | 14 | 11 | 21 800 | |
| Fishing | 16 | 8 | 15 800 | |
| Beauty care and cosmetics | 16 | 23 | 45 500 | |
| Literature | 27 | 44 | 87 100 | |
| Domestic and foreign news | 52 | 50 | 99 000 | |
| Domestic travel | 32 | 36 | 71 200 | |
| Culture | 33 | 43 | 85 100 | |
| Crafts | 25 | 82 | 162 300 | |
| Nature and going outdoor | 52 | 57 | 112 800 | |
| Hunting | 10 | 5 | 9 900 | |
| Style and fashion | 20 | 31 | 61 300 | |
| Music and concerts | 36 | 40 | 79 200 | |
| Going on summer cottage | 29 | 29 | 57 400 | |
| Local affairs | 55 | 65 | 128 600 | |
| Computer/console/mobile playing | 17 | 8 | 15 800 | |
| Politics | 42 | 34 | 67 300 | |
| Gardening and plants | 30 | 53 | 104 900 | |
| Building and renovating | 34 | 28 | 55 400 | |
| Food and drink | 38 | 33 | 65 300 | |
| Cooking, baking, recipes | 38 | 58 | 114 800 | |
| Investment | 23 | 16 | 31 700 | |
| Decorating | 28 | 48 | 95 000 | |
| Economic and finances | 35 | 26 | 51 500 | |
| Science | 35 | 27 | 53 400 | |
| Travelling abroad | 34 | 30 | 59 400 | |
| Sports, exercising | 45 | 32 | 63 300 | |
| Sailing, boating | 10 | 4 | 7 900 | |
| Consumer electronics and information technology | 21 | 8 | 15 800 | |
| Environmental matters | 31 | 37 | 73 200 | |
| 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 | 4 000 |
| Buying an apartment | 11 | 10 | 19 800 | |
| Home renovation | 27 | 27 | 53 400 | |
| Buying a car | 27 | 21 | 41 600 | |
| Buying a boat | 3 | 2 | 4 000 | |
| None of these | 51 | 55 | 108 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 47 | 93 000 |
| Repair and construction products | 39 | 34 | 67 300 | |
| Domestic appliances | 38 | 39 | 77 200 | |
| Electronics or IT products | 49 | 39 | 77 200 | |
| Cars | 19 | 15 | 29 700 | |
| Clothing and footwear | 84 | 87 | 172 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 40 | 79 200 | |
| Sports clothing, footwear or equipment | 58 | 57 | 112 800 | |
| Saving or investing products or services | 29 | 24 | 47 500 | |
| Cosmetics and beauty products | 49 | 69 | 136 600 | |
| Mobile phones | 29 | 27 | 53 400 | |
| Travels | 50 | 52 | 102 900 | |
| Products and services for health and well-being | 61 | 71 | 140 500 | |
| None of the above | 1 | 1 | 2 000 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 29 | 57 400 |
| Repair and construction products | 33 | 31 | 61 300 | |
| Domestic appliances | 18 | 16 | 31 700 | |
| Electronics or IT products | 27 | 15 | 29 700 | |
| Cars | 14 | 10 | 19 800 | |
| Clothing and footwear | 67 | 73 | 144 500 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 61 300 | |
| Sports clothing, footwear or equipment | 44 | 39 | 77 200 | |
| Saving or investing products or services | 24 | 18 | 35 600 | |
| Cosmetics and beauty products | 38 | 54 | 106 900 | |
| Mobile phones | 16 | 14 | 27 700 | |
| Travels | 46 | 47 | 93 000 | |
| Products and services for health and well-being | 49 | 58 | 114 800 | |
| None of the above | 6 | 4 | 7 900 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 11 900 |
| Insurance company | 11 | 8 | 15 800 | |
| electric company | 17 | 13 | 25 700 | |
| Internet Connection | 10 | 7 | 13 900 | |
| Phone-subscription | 14 | 12 | 23 700 | |
| None of the above | 48 | 53 | 104 900 | |
| Can not say | 18 | 18 | 35 600 | |
| Uses of extra money | Magazines, books, movies | 16 | 18 | 35 600 |
| Eating, drinking, partying in a restaurant | 35 | 30 | 59 400 | |
| Exercise hobbies and equipment | 28 | 22 | 43 500 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 40 | 79 200 | |
| Renovation, decoration | 23 | 22 | 43 500 | |
| Health services and one's own well-being | 22 | 25 | 49 500 | |
| Travelling | 44 | 47 | 93 000 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 6 | 11 900 | |
| Clothes, shoes and bags | 22 | 23 | 45 500 | |
| Home services (cleaning and other housekeeping services) | 5 | 8 | 15 800 | |
| Car, boat, motorcycle | 11 | 4 | 7 900 | |
| Cosmetics and beauty care | 12 | 15 | 29 700 | |
| Saving, investing | 49 | 46 | 91 000 | |
| Other | 8 | 8 | 15 800 | |
| There is no extra money after mandatory expenses | 8 | 9 | 17 800 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 227 700
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 94 | 188 000 |
| Men | 49 | 6 | 9 900 | |
| Native language | Finnish | 95 | 98 | 193 900 |
| Swedish | 5 | 2 | 4 000 | |
| Age | 15-24 y | 13 | 7 | 11 900 |
| 25-34 y | 14 | 11 | 19 800 | |
| 35-44 y | 14 | 11 | 19 800 | |
| 45-54 y | 14 | 11 | 21 800 | |
| 55-64 y | 15 | 18 | 37 600 | |
| 65+ y | 30 | 41 | 85 100 | |
| Gender + age | Female 15-29 years | 9 | 9 | 17 800 |
| Female 30-49 years | 14 | 21 | 39 600 | |
| Female 50+ years | 28 | 63 | 130 600 | |
| Male 15-29 years | 10 | 2 | 4 000 | |
| Male 30-49 years | 15 | 2 | 4 000 | |
| Male 50+ years | 24 | 2 | 4 000 | |
| Household position | Lives at home with parents | 7 | 3 | 5 900 |
| Lives alone | 29 | 32 | 63 300 | |
| Lives with spouse | 36 | 39 | 79 200 | |
| Lives with spouse and children | 24 | 21 | 39 600 | |
| Single parent | 2 | 2 | 5 900 | |
| Other | 3 | 3 | 5 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 25 | 51 500 |
| No | 39 | 46 | 95 000 | |
| No answer (under 45 year olds) | 41 | 29 | 53 400 | |
| Education | Elementary school | 4 | 4 | 7 900 |
| Secondary school | 6 | 7 | 15 800 | |
| Vocational | 27 | 26 | 53 400 | |
| High school | 13 | 13 | 25 700 | |
| University of Applied Sciences | 20 | 17 | 31 700 | |
| University | 28 | 30 | 57 400 | |
| Something else | 2 | 3 | 5 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 97 | 192 000 |
| No | 6 | 3 | 5 900 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 160 300 |
| No | 32 | 21 | 37 600 | |
| Size of the household | 1 pers | 28 | 31 | 61 300 |
| 2 pers | 38 | 42 | 85 100 | |
| 3 pers | 14 | 13 | 23 700 | |
| 4 pers | 12 | 8 | 13 900 | |
| 5+ pers | 7 | 6 | 11 900 | |
| Household income (gross) | Below 20 000 € /y | 10 | 11 | 21 800 |
| 20 000 - 35 000 € /y | 17 | 23 | 45 500 | |
| 35 001 - 50 000 € /y | 18 | 19 | 37 600 | |
| 50 001 - 85 000 € /y | 21 | 19 | 37 600 | |
| 85 001 - 100 000 € /y | 8 | 7 | 13 900 | |
| Over 100 000 € /y | 10 | 7 | 11 900 | |
| Dont want to tell | 5 | 7 | 13 900 | |
| Cant say / No answer | 10 | 8 | 15 800 | |
| Family with kids | Yes | 32 | 27 | 49 500 |
| No | 68 | 73 | 148 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 21 800 |
| 2 children | 13 | 9 | 15 800 | |
| 3 children | 5 | 4 | 7 900 | |
| 4 children | 1 | 1 | 2 000 | |
| 5+ children | 1 | 1 | 2 000 | |
| There are no children | 67 | 73 | 148 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 18 | 35 600 |
| Dog | 26 | 26 | 51 500 | |
| Some other pet | 5 | 6 | 9 900 | |
| No pets | 61 | 59 | 116 800 | |
| Health services used in the household | Public health services | 85 | 89 | 176 100 |
| Employer - funded health care services | 50 | 43 | 83 100 | |
| Private, self-funded healthcare services | 39 | 46 | 93 000 | |
| Private health insurance services | 26 | 23 | 45 500 | |
| No health care | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 2 000 | |
| Housing | Apartment | 32 | 32 | 63 300 |
| Row house or semi-detached house | 17 | 16 | 33 600 | |
| Detached house | 46 | 46 | 91 000 | |
| Farm | 4 | 5 | 9 900 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 77 | 152 400 |
| Rented residence | 20 | 20 | 39 600 | |
| Right of residence apartment | 2 | 2 | 4 000 | |
| Something else | 1 | 1 | 2 000 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 41 | 79 200 |
| No | 58 | 58 | 116 800 | |
| Can not say | 1 | 1 | 2 000 | |
| Number of cars in household | One car | 45 | 47 | 95 000 |
| Two cars | 30 | 29 | 57 400 | |
| Three or more cars | 10 | 8 | 15 800 | |
| No car | 14 | 15 | 29 700 | |
| Type of car, if buying now | New | 21 | 20 | 41 600 |
| Used | 70 | 66 | 128 600 | |
| Company car | 5 | 2 | 4 000 | |
| Leasing (personal) | 9 | 7 | 13 900 | |
| Shared car | 3 | 2 | 4 000 | |
| Doesn't use a car | 8 | 10 | 19 800 | |
| Can not say | 5 | 6 | 11 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 43 500 |
| No | 72 | 76 | 154 400 | |
| Can not say | 1 | 1 | 2 000 | |
| Using AdBlocker or similar application | Yes | 19 | 11 | 19 800 |
| No | 76 | 83 | 168 200 | |
| Can not say | 5 | 6 | 9 900 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 15 | 25 700 |
| Turku or Tampere | 8 | 8 | 15 800 | |
| Oulu | 4 | 4 | 7 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 27 700 | |
| Urban municipality | 25 | 26 | 53 400 | |
| Conurbation | 16 | 18 | 35 600 | |
| Countryside | 13 | 15 | 31 700 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 15 | 31 700 |
| 5-6 days a week | 4 | 6 | 11 900 | |
| 1-4 days a week | 24 | 30 | 61 300 | |
| Monthly | 25 | 28 | 55 400 | |
| Rarely | 26 | 19 | 33 600 | |
| Never | 8 | 2 | 4 000 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 22 | 41 600 |
| 5-6 days a week | 5 | 6 | 11 900 | |
| 1-4 days a week | 20 | 24 | 45 500 | |
| Monthly | 15 | 16 | 31 700 | |
| Rarely | 23 | 20 | 41 600 | |
| Never | 13 | 11 | 23 700 | |
| Can not say | 1 | 2 | 4 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 30 | 63 300 |
| 5-6 days a week | 5 | 5 | 9 900 | |
| 1-4 days a week | 23 | 26 | 51 500 | |
| Monthly | 15 | 15 | 29 700 | |
| Rarely | 24 | 20 | 37 600 | |
| Never | 8 | 4 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 53 | 102 900 |
| 5-6 days a week | 9 | 10 | 19 800 | |
| 1-4 days a week | 17 | 20 | 39 600 | |
| Monthly | 6 | 5 | 9 900 | |
| Rarely | 8 | 7 | 13 900 | |
| Never | 5 | 5 | 11 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 7 900 |
| 5-6 days a week | 4 | 5 | 9 900 | |
| 1-4 days a week | 41 | 48 | 97 000 | |
| Monthly | 18 | 15 | 27 700 | |
| Rarely | 23 | 22 | 41 600 | |
| Never | 9 | 7 | 11 900 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 39 600 |
| 5-6 days a week | 10 | 10 | 19 800 | |
| 1-4 days a week | 30 | 30 | 59 400 | |
| Monthly | 21 | 19 | 35 600 | |
| Rarely | 15 | 13 | 27 700 | |
| Never | 6 | 7 | 13 900 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 23 700 |
| 5-6 days a week | 10 | 9 | 17 800 | |
| 1-4 days a week | 22 | 18 | 35 600 | |
| Monthly | 9 | 8 | 15 800 | |
| Rarely | 13 | 13 | 23 700 | |
| Never | 30 | 39 | 81 100 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 51 | 102 900 |
| 5-6 days a week | 10 | 12 | 23 700 | |
| 1-4 days a week | 19 | 16 | 31 700 | |
| Monthly | 12 | 9 | 15 800 | |
| Rarely | 12 | 10 | 19 800 | |
| Never | 3 | 2 | 4 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 37 | 75 200 |
| 5-6 days a week | 12 | 12 | 23 700 | |
| 1-4 days a week | 22 | 21 | 41 600 | |
| Monthly | 12 | 10 | 17 800 | |
| Rarely | 13 | 11 | 19 800 | |
| Never | 8 | 9 | 17 800 | |
| Can not say | 0 | 1 | 2 000 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 55 400 |
| 5-6 days a week | 6 | 6 | 9 900 | |
| 1-4 days a week | 16 | 16 | 31 700 | |
| Monthly | 13 | 12 | 21 800 | |
| Rarely | 27 | 26 | 51 500 | |
| Never | 15 | 13 | 25 700 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 27 700 |
| 5-6 days a week | 9 | 8 | 13 900 | |
| 1-4 days a week | 21 | 20 | 39 600 | |
| Monthly | 14 | 13 | 25 700 | |
| Rarely | 23 | 26 | 51 500 | |
| Never | 16 | 18 | 37 600 | |
| Can not say | 1 | 1 | 2 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 7 900 |
| 5-6 days a week | 3 | 3 | 4 000 | |
| 1-4 days a week | 11 | 9 | 15 800 | |
| Monthly | 14 | 13 | 25 700 | |
| Rarely | 27 | 30 | 59 400 | |
| Never | 36 | 39 | 81 100 | |
| Can not say | 2 | 2 | 4 000 | |
| User frequency and following: Social media | Daily | 59 | 62 | 120 700 |
| 5-6 days a week | 8 | 7 | 13 900 | |
| 1-4 days a week | 8 | 9 | 17 800 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 6 | 5 | 9 900 | |
| Never | 16 | 15 | 29 700 | |
| Can not say | 0 | 1 | 2 000 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 17 800 |
| 5-6 days a week | 6 | 4 | 7 900 | |
| 1-4 days a week | 13 | 12 | 21 800 | |
| Monthly | 8 | 9 | 17 800 | |
| Rarely | 20 | 21 | 43 500 | |
| Never | 38 | 43 | 87 100 | |
| Can not say | 1 | 1 | 2 000 | |
| User frequency: Instant messaging | Daily | 69 | 70 | 136 600 |
| 5-6 days a week | 11 | 11 | 23 700 | |
| 1-4 days a week | 9 | 10 | 19 800 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 2 | 2 | 4 000 | |
| Never | 6 | 5 | 9 900 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 23 | 47 500 |
| 5-6 days a week | 6 | 8 | 15 800 | |
| 1-4 days a week | 14 | 16 | 31 700 | |
| Monthly | 22 | 20 | 39 600 | |
| Rarely | 34 | 28 | 55 400 | |
| Never | 7 | 4 | 7 900 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 000 | |
| 1-4 days a week | 4 | 4 | 7 900 | |
| Monthly | 7 | 7 | 11 900 | |
| Rarely | 30 | 27 | 53 400 | |
| Never | 53 | 56 | 112 800 | |
| Can not say | 1 | 1 | 2 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 15 800 |
| 5-6 days a week | 3 | 3 | 5 900 | |
| 1-4 days a week | 6 | 6 | 11 900 | |
| Monthly | 8 | 8 | 13 900 | |
| Rarely | 23 | 20 | 37 600 | |
| Never | 54 | 56 | 112 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 11 | 19 800 |
| 5-6 days a week | 9 | 6 | 9 900 | |
| 1-4 days a week | 23 | 18 | 35 600 | |
| Monthly | 21 | 24 | 49 500 | |
| Rarely | 17 | 25 | 49 500 | |
| Never | 10 | 16 | 33 600 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 4 000 |
| 5-6 days a week | 2 | 2 | 2 000 | |
| 1-4 days a week | 8 | 6 | 11 900 | |
| Monthly | 8 | 8 | 13 900 | |
| Rarely | 12 | 11 | 19 800 | |
| Never | 59 | 67 | 134 600 | |
| Cant say / No answer | 6 | 5 | 11 900 | |
| Usage/following: Facebook | Daily | 39 | 46 | 91 000 |
| 5-6 days a week | 8 | 8 | 15 800 | |
| 1-4 days a week | 11 | 11 | 21 800 | |
| Monthly | 6 | 5 | 7 900 | |
| Rarely | 9 | 7 | 11 900 | |
| Never | 22 | 19 | 39 600 | |
| Cant say / No answer | 4 | 4 | 7 900 | |
| Usage/Following: Instagram | Daily | 32 | 36 | 69 300 |
| 5-6 days a week | 7 | 7 | 11 900 | |
| 1-4 days a week | 9 | 9 | 17 800 | |
| Monthly | 5 | 5 | 9 900 | |
| Rarely | 9 | 8 | 15 800 | |
| Never | 33 | 32 | 65 300 | |
| Cant say / No answer | 5 | 4 | 7 900 | |
| Usage/following rate: Snapchat | Daily | 15 | 11 | 19 800 |
| 5-6 days a week | 2 | 2 | 4 000 | |
| 1-4 days a week | 3 | 2 | 4 000 | |
| Monthly | 2 | 2 | 4 000 | |
| Rarely | 5 | 4 | 7 900 | |
| Never | 69 | 74 | 148 400 | |
| Cant say / No answer | 5 | 5 | 9 900 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 5 900 |
| 5-6 days a week | 2 | 1 | 2 000 | |
| 1-4 days a week | 4 | 2 | 4 000 | |
| Monthly | 5 | 3 | 5 900 | |
| Rarely | 11 | 8 | 15 800 | |
| Never | 68 | 78 | 154 400 | |
| Cant say / No answer | 5 | 5 | 9 900 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 11 900 |
| 5-6 days a week | 3 | 2 | 4 000 | |
| 1-4 days a week | 4 | 4 | 7 900 | |
| Monthly | 3 | 2 | 4 000 | |
| Rarely | 8 | 8 | 15 800 | |
| Never | 68 | 72 | 144 500 | |
| Cant say / No answer | 4 | 4 | 9 900 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 15 | 27 700 |
| Partially agree | 43 | 44 | 87 100 | |
| Partially disagree | 30 | 29 | 59 400 | |
| Completely disagree | 10 | 9 | 19 800 | |
| Can not say | 3 | 2 | 4 000 | |
| I prefer domestic products | Completely agree | 33 | 37 | 75 200 |
| Partially agree | 55 | 54 | 108 800 | |
| Partially disagree | 9 | 7 | 13 900 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 25 | 49 500 |
| Partially agree | 54 | 57 | 112 800 | |
| Partially disagree | 18 | 13 | 25 700 | |
| Completely disagree | 4 | 2 | 4 000 | |
| Can not say | 3 | 3 | 5 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 45 500 |
| Partially agree | 58 | 58 | 114 800 | |
| Partially disagree | 15 | 16 | 29 700 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 2 | 4 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 12 | 23 700 |
| Partially agree | 48 | 50 | 100 900 | |
| Partially disagree | 33 | 30 | 57 400 | |
| Completely disagree | 5 | 6 | 11 900 | |
| Can not say | 2 | 2 | 4 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 43 | 85 100 |
| Partially agree | 50 | 47 | 95 000 | |
| Partially disagree | 9 | 7 | 13 900 | |
| Completely disagree | 2 | 1 | 4 000 | |
| Can not say | 1 | 1 | 2 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 9 900 |
| Partially agree | 24 | 23 | 43 500 | |
| Partially disagree | 38 | 38 | 75 200 | |
| Completely disagree | 24 | 23 | 47 500 | |
| Can not say | 9 | 10 | 19 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 900 |
| Partially agree | 36 | 34 | 67 300 | |
| Partially disagree | 45 | 47 | 95 000 | |
| Completely disagree | 11 | 11 | 21 800 | |
| Can not say | 4 | 3 | 5 900 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 59 400 |
| Partially agree | 58 | 59 | 116 800 | |
| Partially disagree | 11 | 9 | 17 800 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 2 | 2 | 4 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 5 900 |
| Partially agree | 28 | 27 | 53 400 | |
| Partially disagree | 29 | 28 | 55 400 | |
| Completely disagree | 32 | 32 | 65 300 | |
| Can not say | 7 | 9 | 17 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 19 800 |
| Partially agree | 32 | 32 | 63 300 | |
| Partially disagree | 37 | 37 | 73 200 | |
| Completely disagree | 20 | 19 | 37 600 | |
| Can not say | 2 | 2 | 4 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 22 | 43 500 |
| Partially agree | 50 | 55 | 108 800 | |
| Partially disagree | 24 | 17 | 33 600 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 4 | 3 | 5 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 22 | 43 500 |
| Partially agree | 51 | 55 | 108 800 | |
| Partially disagree | 22 | 17 | 31 700 | |
| Completely disagree | 6 | 3 | 5 900 | |
| Can not say | 3 | 4 | 7 900 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 19 800 |
| Partially agree | 58 | 57 | 114 800 | |
| Partially disagree | 21 | 22 | 43 500 | |
| Completely disagree | 5 | 6 | 11 900 | |
| Can not say | 3 | 4 | 7 900 | |
| I prefer used products in my purchases | Completely agree | 14 | 19 | 37 600 |
| Partially agree | 41 | 39 | 77 200 | |
| Partially disagree | 31 | 29 | 57 400 | |
| Completely disagree | 12 | 10 | 19 800 | |
| Can not say | 3 | 3 | 5 900 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 27 700 |
| Quite positively | 61 | 61 | 120 700 | |
| Quite negatively | 16 | 16 | 31 700 | |
| Very negative | 4 | 3 | 4 000 | |
| Can not say | 6 | 6 | 11 900 | |
| Magazines | Very positive | 13 | 15 | 29 700 |
| Quite positively | 60 | 59 | 116 800 | |
| Quite negatively | 17 | 18 | 35 600 | |
| Very negative | 4 | 3 | 5 900 | |
| Can not say | 6 | 5 | 9 900 | |
| Free and local newspapers | Very positive | 24 | 25 | 51 500 |
| Quite positively | 56 | 57 | 112 800 | |
| Quite negatively | 11 | 11 | 19 800 | |
| Very negative | 4 | 2 | 2 000 | |
| Can not say | 6 | 6 | 11 900 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 13 900 |
| Quite positively | 45 | 43 | 85 100 | |
| Quite negatively | 30 | 31 | 61 300 | |
| Very negative | 10 | 9 | 17 800 | |
| Can not say | 8 | 11 | 21 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 9 900 |
| Quite positively | 33 | 35 | 67 300 | |
| Quite negatively | 32 | 33 | 65 300 | |
| Very negative | 17 | 14 | 27 700 | |
| Can not say | 12 | 13 | 27 700 | |
| Blogs | Very positive | 4 | 4 | 7 900 |
| Quite positively | 25 | 23 | 43 500 | |
| Quite negatively | 29 | 29 | 57 400 | |
| Very negative | 16 | 13 | 25 700 | |
| Can not say | 26 | 32 | 63 300 | |
| Newsletters to email | Very positive | 2 | 2 | 4 000 |
| Quite positively | 17 | 18 | 35 600 | |
| Quite negatively | 34 | 34 | 67 300 | |
| Very negative | 43 | 41 | 81 100 | |
| Can not say | 4 | 5 | 9 900 | |
| Other websites | Very positive | 3 | 3 | 5 900 |
| Quite positively | 38 | 33 | 63 300 | |
| Quite negatively | 34 | 36 | 71 200 | |
| Very negative | 14 | 11 | 21 800 | |
| Can not say | 11 | 17 | 33 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 11 900 |
| Quite positively | 46 | 45 | 89 100 | |
| Quite negatively | 29 | 31 | 63 300 | |
| Very negative | 13 | 12 | 23 700 | |
| Can not say | 4 | 5 | 9 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 7 900 |
| Quite positively | 35 | 31 | 61 300 | |
| Quite negatively | 33 | 35 | 69 300 | |
| Very negative | 20 | 21 | 43 500 | |
| Can not say | 7 | 9 | 17 800 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 45 500 |
| Quite positively | 46 | 48 | 95 000 | |
| Quite negatively | 17 | 14 | 27 700 | |
| Very negative | 14 | 10 | 19 800 | |
| Can not say | 5 | 5 | 9 900 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 800 |
| Quite positively | 52 | 51 | 100 900 | |
| Quite negatively | 21 | 23 | 47 500 | |
| Very negative | 9 | 7 | 13 900 | |
| Can not say | 8 | 9 | 19 800 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 22 | 43 500 |
| Partially agree | 60 | 62 | 122 700 | |
| Partially disagree | 11 | 8 | 15 800 | |
| Completely disagree | 3 | 3 | 4 000 | |
| Can not say | 9 | 5 | 9 900 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 20 | 39 600 |
| Partially agree | 57 | 62 | 120 700 | |
| Partially disagree | 14 | 9 | 17 800 | |
| Completely disagree | 5 | 3 | 5 900 | |
| Can not say | 8 | 6 | 11 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 45 500 |
| Partially agree | 46 | 42 | 83 100 | |
| Partially disagree | 12 | 11 | 23 700 | |
| Completely disagree | 5 | 4 | 7 900 | |
| Can not say | 15 | 18 | 37 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 65 300 |
| Partially agree | 49 | 48 | 97 000 | |
| Partially disagree | 7 | 6 | 11 900 | |
| Completely disagree | 2 | 2 | 4 000 | |
| Can not say | 10 | 10 | 19 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 14 | 27 700 |
| Partially agree | 51 | 52 | 102 900 | |
| Partially disagree | 14 | 14 | 27 700 | |
| Completely disagree | 3 | 2 | 4 000 | |
| Can not say | 16 | 18 | 35 600 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 21 800 |
| Partially agree | 52 | 55 | 108 800 | |
| Partially disagree | 18 | 17 | 33 600 | |
| Completely disagree | 3 | 2 | 4 000 | |
| Can not say | 17 | 16 | 31 700 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 51 500 |
| Partially agree | 58 | 60 | 116 800 | |
| Partially disagree | 9 | 8 | 15 800 | |
| Completely disagree | 1 | 1 | 2 000 | |
| Can not say | 9 | 6 | 11 900 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 11 900 |
| Partially agree | 25 | 28 | 55 400 | |
| Partially disagree | 23 | 22 | 43 500 | |
| Completely disagree | 36 | 33 | 67 300 | |
| Can not say | 10 | 9 | 17 800 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 41 600 |
| Partially agree | 33 | 38 | 73 200 | |
| Partially disagree | 29 | 24 | 47 500 | |
| Completely disagree | 17 | 14 | 25 700 | |
| Can not say | 5 | 4 | 7 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 19 800 |
| Partially agree | 45 | 47 | 93 000 | |
| Partially disagree | 28 | 25 | 49 500 | |
| Completely disagree | 10 | 10 | 19 800 | |
| Can not say | 10 | 8 | 15 800 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 23 700 |
| Partially agree | 35 | 33 | 63 300 | |
| Partially disagree | 23 | 22 | 45 500 | |
| Completely disagree | 23 | 25 | 51 500 | |
| Can not say | 9 | 8 | 15 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 19 800 |
| Partially agree | 33 | 35 | 69 300 | |
| Partially disagree | 27 | 27 | 53 400 | |
| Completely disagree | 24 | 22 | 43 500 | |
| Can not say | 8 | 6 | 11 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 19 | 37 600 |
| Partially agree | 50 | 56 | 112 800 | |
| Partially disagree | 19 | 15 | 29 700 | |
| Completely disagree | 13 | 8 | 15 800 | |
| Can not say | 5 | 2 | 4 000 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 25 700 |
| Partially agree | 29 | 37 | 73 200 | |
| Partially disagree | 27 | 25 | 49 500 | |
| Completely disagree | 29 | 20 | 41 600 | |
| Can not say | 7 | 5 | 9 900 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 000 |
| Partially agree | 18 | 16 | 31 700 | |
| Partially disagree | 33 | 33 | 65 300 | |
| Completely disagree | 38 | 37 | 73 200 | |
| Can not say | 10 | 12 | 23 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 23 | 45 500 |
| Partially agree | 41 | 43 | 87 100 | |
| Partially disagree | 23 | 20 | 37 600 | |
| Completely disagree | 12 | 7 | 13 900 | |
| Can not say | 8 | 7 | 13 900 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 9 | 17 800 |
| Newspapers | 12 | 12 | 25 700 | |
| Magazine websites | 7 | 5 | 9 900 | |
| Newspaper websites | 8 | 7 | 11 900 | |
| Blogs | 3 | 1 | 2 000 | |
| Social media | 16 | 11 | 21 800 | |
| Other websites | 44 | 36 | 71 200 | |
| Television | 11 | 9 | 19 800 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 10 | 10 | 19 800 | |
| None of these | 39 | 48 | 95 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 33 600 |
| Newspapers | 15 | 18 | 35 600 | |
| Magazine websites | 9 | 8 | 13 900 | |
| Newspaper websites | 11 | 11 | 19 800 | |
| Blogs | 6 | 4 | 7 900 | |
| Social media | 28 | 23 | 43 500 | |
| Other websites | 50 | 44 | 85 100 | |
| Television | 19 | 18 | 35 600 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 35 | 42 | 85 100 | |
| None of these | 16 | 19 | 37 600 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 30 | 61 300 |
| Newspapers | 8 | 9 | 17 800 | |
| Magazine websites | 10 | 16 | 31 700 | |
| Newspaper websites | 7 | 8 | 15 800 | |
| Blogs | 7 | 11 | 21 800 | |
| Social media | 31 | 37 | 71 200 | |
| Other websites | 17 | 23 | 45 500 | |
| Television | 14 | 17 | 33 600 | |
| Radio | 2 | 3 | 5 900 | |
| Direct mail | 17 | 26 | 53 400 | |
| None of these | 43 | 28 | 53 400 | |
| Information sources, travel | Print magazines | 16 | 23 | 45 500 |
| Newspapers | 15 | 18 | 35 600 | |
| Magazine websites | 10 | 11 | 21 800 | |
| Newspaper websites | 11 | 11 | 21 800 | |
| Blogs | 12 | 12 | 21 800 | |
| Social media | 38 | 39 | 75 200 | |
| Other websites | 49 | 49 | 97 000 | |
| Television | 17 | 19 | 39 600 | |
| Radio | 3 | 4 | 7 900 | |
| Direct mail | 9 | 10 | 21 800 | |
| None of these | 25 | 23 | 45 500 | |
| Information sources, style and fashion | Print magazines | 22 | 36 | 73 200 |
| Newspapers | 11 | 13 | 25 700 | |
| Magazine websites | 12 | 18 | 33 600 | |
| Newspaper websites | 8 | 9 | 15 800 | |
| Blogs | 9 | 12 | 21 800 | |
| Social media | 37 | 41 | 79 200 | |
| Other websites | 34 | 38 | 75 200 | |
| Television | 18 | 21 | 41 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 25 | 34 | 69 300 | |
| None of these | 28 | 19 | 35 600 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 43 500 |
| Newspapers | 13 | 14 | 27 700 | |
| Magazine websites | 9 | 10 | 19 800 | |
| Newspaper websites | 9 | 9 | 15 800 | |
| Blogs | 7 | 8 | 13 900 | |
| Social media | 26 | 25 | 47 500 | |
| Other websites | 33 | 30 | 57 400 | |
| Television | 18 | 19 | 39 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 27 | 33 | 67 300 | |
| None of these | 31 | 32 | 63 300 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 49 | 99 000 |
| Newspapers | 25 | 29 | 57 400 | |
| Magazine websites | 21 | 27 | 53 400 | |
| Newspaper websites | 23 | 21 | 39 600 | |
| Blogs | 14 | 15 | 27 700 | |
| Social media | 45 | 45 | 87 100 | |
| Other websites | 32 | 29 | 57 400 | |
| Television | 29 | 30 | 59 400 | |
| Radio | 7 | 6 | 11 900 | |
| Direct mail | 26 | 32 | 65 300 | |
| None of these | 11 | 7 | 13 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 19 800 |
| Newspapers | 10 | 13 | 27 700 | |
| Magazine websites | 3 | 3 | 5 900 | |
| Newspaper websites | 5 | 6 | 9 900 | |
| Blogs | 1 | 2 | 2 000 | |
| Social media | 12 | 12 | 23 700 | |
| Other websites | 27 | 27 | 53 400 | |
| Television | 12 | 14 | 29 700 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 16 | 21 | 43 500 | |
| None of these | 52 | 48 | 93 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 31 | 63 300 |
| Newspapers | 14 | 15 | 29 700 | |
| Magazine websites | 11 | 15 | 27 700 | |
| Newspaper websites | 9 | 10 | 17 800 | |
| Blogs | 7 | 10 | 19 800 | |
| Social media | 31 | 35 | 67 300 | |
| Other websites | 31 | 30 | 57 400 | |
| Television | 19 | 20 | 41 600 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 31 | 39 | 79 200 | |
| None of these | 24 | 19 | 37 600 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 17 800 |
| Newspapers | 11 | 11 | 23 700 | |
| Magazine websites | 6 | 5 | 9 900 | |
| Newspaper websites | 11 | 8 | 13 900 | |
| Blogs | 7 | 7 | 11 900 | |
| Social media | 22 | 17 | 31 700 | |
| Other websites | 32 | 27 | 51 500 | |
| Television | 8 | 8 | 15 800 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 4 | 4 | 9 900 | |
| None of these | 44 | 50 | 99 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 19 | 37 600 |
| Newspapers | 13 | 15 | 31 700 | |
| Magazine websites | 8 | 9 | 17 800 | |
| Newspaper websites | 9 | 10 | 19 800 | |
| Blogs | 5 | 6 | 11 900 | |
| Social media | 26 | 28 | 55 400 | |
| Other websites | 39 | 40 | 79 200 | |
| Television | 13 | 15 | 29 700 | |
| Radio | 3 | 3 | 5 900 | |
| Direct mail | 15 | 20 | 39 600 | |
| None of these | 36 | 30 | 57 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 16 | 31 700 |
| Newspapers | 16 | 18 | 37 600 | |
| Magazine websites | 7 | 7 | 13 900 | |
| Newspaper websites | 9 | 9 | 17 800 | |
| Blogs | 5 | 5 | 9 900 | |
| Social media | 26 | 26 | 49 500 | |
| Other websites | 42 | 40 | 77 200 | |
| Television | 14 | 15 | 29 700 | |
| Radio | 2 | 2 | 4 000 | |
| Direct mail | 30 | 39 | 81 100 | |
| None of these | 28 | 24 | 45 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 7 | 11 900 |
| Well-being and health | 50 | 64 | 126 700 | |
| Charity work | 13 | 17 | 33 600 | |
| Self development | 32 | 37 | 71 200 | |
| Celebrities | 14 | 12 | 21 800 | |
| Fishing | 16 | 9 | 15 800 | |
| Beauty care and cosmetics | 16 | 23 | 45 500 | |
| Literature | 27 | 44 | 87 100 | |
| Domestic and foreign news | 52 | 52 | 99 000 | |
| Domestic travel | 32 | 37 | 71 200 | |
| Culture | 33 | 43 | 85 100 | |
| Crafts | 25 | 80 | 162 300 | |
| Nature and going outdoor | 52 | 56 | 112 800 | |
| Hunting | 10 | 5 | 9 900 | |
| Style and fashion | 20 | 31 | 61 300 | |
| Music and concerts | 36 | 40 | 79 200 | |
| Going on summer cottage | 29 | 30 | 57 400 | |
| Local affairs | 55 | 65 | 128 600 | |
| Computer/console/mobile playing | 17 | 9 | 15 800 | |
| Politics | 42 | 35 | 67 300 | |
| Gardening and plants | 30 | 53 | 104 900 | |
| Building and renovating | 34 | 29 | 55 400 | |
| Food and drink | 38 | 34 | 65 300 | |
| Cooking, baking, recipes | 38 | 58 | 114 800 | |
| Investment | 23 | 17 | 31 700 | |
| Decorating | 28 | 48 | 95 000 | |
| Economic and finances | 35 | 27 | 51 500 | |
| Science | 35 | 29 | 53 400 | |
| Travelling abroad | 34 | 31 | 59 400 | |
| Sports, exercising | 45 | 33 | 63 300 | |
| Sailing, boating | 10 | 4 | 7 900 | |
| Consumer electronics and information technology | 21 | 9 | 15 800 | |
| Environmental matters | 31 | 37 | 73 200 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers August 2025
Contact info
Media sales
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Päätoimittaja
- Leeni Hoimela-Mäkinen
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- suuri.kasityo@sanoma.com