Finnish Magazine Rate Cards

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.

Magazine's website: suurikasityo.fi Follow us :

You're looking at rate card for the year 2023 The information for 2024 has not been updated yet.

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Sanoma Media Finland Oy
Phone	09 1201
Email	yrityspalvelu@sanoma.fi
Contact person	Mediamyynti Sanoma B2B yrityspalvelu@sanoma.fi
Www	http://media.sanoma.fi/

Contact info

Publisher	Sanoma Media Finland Oy
Visiting address	Töölönlahdenkatu2 00100 Helsinki
Postal address	PL 20 00089 Sanoma
Phone	09 1201
Magazine's email	suuri.kasityo@sanoma.com
Päätoimittaja	Leeni Hoimela-Mäkinen

Circulation or copies

Issues per year	10

Readership

Readership	204 000
Total reach	235 000
How many times read	3.6
Minutes of reading	74 min
Sources	KMT 2023

Tavoittavuusluvut ja sivulatausten määrät ovat kunkin kuukauden viikkolukujen keskiarvoja. Viikot määräytyvät osaksi sen kuukauden lukuja, jolle suurempi osa kyseisen viikon päivistä osuu. Yksittäisten viikkojen luvut ovat nähtävissä FIAM:in julkisella viikkolistalla.

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1	04.01.2023	14.12.2022	16.12.2022		Thema: THE MAGAZINE HAS A NEW LOOK! Everyday outfits for winter, quilted coats and soft, stylish knits and popular Icelandic sweaters.
2	01.02.2023	11.01.2023	13.01.2023		Thema: Warmth from knitted and sewn clothes. Soft and fluffy materials: merino, college and thick threads.
3	08.03.2023	15.02.2023	17.02.2023		Thema: Lots of fun outdoor activities, both casual outfits and workwear for the office. Knits feature thinner yarn and more colour.
4	12.04.2023	20.03.2023	22.03.2023		Thema: Dress extra: Lovely dresses in which you can glide into spring and summer. For all body types. Also basic spring outfits and fuzzy spring sweaters and mohair.
5	17.05.2023	25.04.2023	27.04.2023		Thema: Loveliest summer clothes! Clothing from light materials, such as tricot, linen and cotton. Loveliest summer swimwear. Knitting summer tops and a dress.
6 - 7	21.06.2023	31.05.2023	02.06.2023		Thema: Enjoy easy holiday outfits and quick, handy little knits.
8	02.08.2023	12.07.2023	14.07.2023		Thema: Autumn is a time for dressing in thicker clothes and more layers. Knits feature warmer materials, such as 100% wool.
9	06.09.2023	16.08.2023	18.08.2023		Thema: Warmth for the autumn! Timeless, classic patterns that last for years. Small, warm accessories as the theme for knits.
10	11.10.2023	20.09.2023	22.09.2023		Thema: Socks extra: More lovely sock patterns than usual. Sewing simple home wear and the most popular everyday clothing.
11 - 12	15.11.2023	25.10.2023	27.10.2023		Thema: Most wished for patterns, such as college sweaters and trousers and easy everyday clothing. Knitting towards Christmas and lots of gift ideas.

Advertisement rates

2/1

Position: Not specified

Size including margin: 460 x 297 mm

4-colour price 14114 €

2/1

Position: First spread

Size including margin: 460 x 297 mm

4-colour price 16245 €

2/1

Position: 2. Spread

Size including margin: 460 x 297 mm

4-colour price 15523 €

1/1

Position: Not specified

Size including margin: 230 x 297 mm

4-colour price 7057 €

1/1

Position: Back cover

Size including margin: 230 x 272 mm

4-colour price 8118 €

1/2

Position: Not specified

Size including margin: 112 x 297 mm

4-colour price 5124 €

1/2

Position: Not specified

Size including margin: 230 x 146 mm

4-colour price 5124 €

1/3

Position: Not specified

Size including margin: 76 x 297 mm

4-colour price 4376 €

1/3

Position: Not specified

Size including margin: 230 x 99 mm

4-colour price 4376 €

1/4

Position: Not specified

Size including margin: 60 x 297 mm

4-colour price 3727 €

1/4

Position: Not specified

Size including margin: 230 x 74 mm

4-colour price 3727 €

1/4

Position: Not specified

Size including margin: 112 x 146 mm

4-colour price 3727 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	230 x 297 mm
Bleed mm	5 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	PunaMusta Oy , Tampere

Technical info / material

Ad material delivery	Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
Technical data	Valmis aineisto on PDF-tiedosto, joka sisältää kaikki ilmoitukseen kuuluvat elementit: tekstit, kuvat, grafiikat, ja fontit. Valmista aineistoa ei muokata lehdessä, vaan se julkaistaan sellaisenaan. Aineiston koko tulee olla sama kuin ilmoituksen koko, kokosivuissa lopullinen puhtaaksileikattu koko. Leikkuuvarat 5 mm ilmoituksen jokaisella reunalla. Leikkuumerkit on sisällytettävä lopullisiin sivutiedostoihin. Vältät tekstien leikkaantumisen, kun et sijoita tekstejä etkä muita oleellisia asioita (esim. logoja) 5 mm lähemmäksi puhtaaksileikkausta. Tarkemmat tekniset tiedot: media.sanoma.fi/suunnittelijan-tyokalut/aineistotiedot/printti-aineisto-ohjeet#aikakauslehdet.

Ad material delivery

Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.

Technical data

Valmis aineisto on PDF-tiedosto, joka sisältää kaikki ilmoitukseen kuuluvat elementit: tekstit, kuvat, grafiikat, ja fontit. Valmista aineistoa ei muokata lehdessä, vaan se julkaistaan sellaisenaan. Aineiston koko tulee olla sama kuin ilmoituksen koko, kokosivuissa lopullinen puhtaaksileikattu koko. Leikkuuvarat 5 mm ilmoituksen jokaisella reunalla. Leikkuumerkit on sisällytettävä lopullisiin sivutiedostoihin. Vältät tekstien leikkaantumisen, kun et sijoita tekstejä etkä muita oleellisia asioita (esim. logoja) 5 mm lähemmäksi puhtaaksileikkausta. Tarkemmat tekniset tiedot: media.sanoma.fi/suunnittelijan-tyokalut/aineistotiedot/printti-aineisto-ohjeet#aikakauslehdet.

Readers: 204 000 / KMT 2023 Download magazine graphs (PDF)

Reader profile
Attitude towards advertising
Reading habits and advertising effects
Purchase process
Buyer profile

Reader profile		All 15+ %	Suuri Käsityö Readers %	Suuri Käsityö Amount of readers
Readership (KMT 2023)	204 000
Total reach	235 000
Sex	Women	51	97	197 880
Sex	Men	49	3	6 120

Native language	Finnish	95	97	197 880
Native language	Swedish	5	3	6 120

Age	15-24 y	13	6	12 240
	25-34 y	14	11	22 440
	35-44 y	14	11	22 440
	45-54 y	14	12	24 480
	55-64 y	16	20	40 800
	65+ y	29	39	79 560

Gender + age	Female 15-29 years	10	10	20 400
	Female 30-49 years	14	22	44 880
	Female 50+ years	28	64	130 560
	Male 15-29 years	10	1	2 040
	Male 30-49 years	14	1	2 040
	Male 50+ years	24	2	4 080

Household position	Lives at home with parents	7	3	6 120
	Lives alone	28	31	63 240
	Lives with spouse	37	40	81 600
	Lives with spouse and children	24	22	44 880
	Single parent	2	3	6 120
	Other	3	2	4 080

Grandchildren under 18 years of age	Yes	21	27	55 080
	No	38	45	91 800
	No answer (under 45 year olds)	41	28	57 120

Profession	Top Management	4	3	6 120
	white-collar worker, higher-level	16	15	30 600
	White-collar worker	12	15	30 600
	Worker	10	5	10 200
	Farmer	1	1	2 040
	Other entrepreneur	3	2	4 080
	Pensioner	31	42	85 680
	Student, pupil	11	7	14 280
	Homewife, home dad	0	1	2 040
	Unemployed	2	2	4 080
	Other	6	4	8 160
	No answer	3	2	4 080

Education	Elementary school	5	8	16 320
	Secondary school	7	7	14 280
	Vocational	28	26	53 040
	High school	14	12	24 480
	University of Applied Sciences	19	18	36 720
	University	27	28	57 120
	Something else	2	1	2 040

Size of the household	1 pers	28	30	61 200
	2 pers	38	43	87 720
	3 pers	14	12	24 480
	4 pers	12	10	20 400
	5+ pers	7	6	12 240

Household income (gross)	Below 20 000 € /y	11	11	22 440
	20 000 - 35 000 € /y	19	25	51 000
	35 001 - 50 000 € /y	20	20	40 800
	50 001 - 85 000 € /y	22	19	38 760
	85 001 - 100 000 € /y	7	6	12 240
	Over 100 000 € /y	9	6	12 240
	Don't want to tell	5	7	14 280
	Can't say / No answer	7	5	10 200

Decision-maker in grocery purchases	Yes	93	97	197 880
	Don't know	7	3	6 120
	Can not say	1	0	0

Housing	Apartment	32	29	59 160
	Row house or semi-detached house	15	15	30 600
	Detached house	47	49	99 960
	Farm	4	5	10 200
	Something else	1	1	2 040
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	80	163 200
	Rented residence	20	16	32 640
	Right of residence apartment	2	3	6 120
	Something else	1	1	2 040
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	40	42	85 680
	No	59	57	116 280
	Can not say	1	1	2 040

Using AdBlocker or similar application	Yes	19	9	18 360
	No	76	85	173 400
	Can not say	5	6	12 240

Number of cars in household	One car	45	49	99 960
	Two cars	32	31	63 240
	Three or more cars	10	8	16 320
	No car	14	13	26 520

PUUTTUU	PUUTTUU	22	24	48 960
	PUUTTUU	67	64	130 560
	PUUTTUU	4	1	2 040
	PUUTTUU	8	8	16 320
	PUUTTUU	2	2	4 080
	PUUTTUU	8	9	18 360
	PUUTTUU	5	6	12 240

Advertising ban at the door / mailbox	Yes	24	18	36 720
	No	76	81	165 240
	Can not say	1	0	0

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	45	91 800
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	2 040
	Retired	31	42	85 680
	Unemployed / laid off	2	2	4 080
	Schoolboy or student	11	7	14 280
	Housewife or father	0	1	2 040
	In the military or performing civilian service	0	0	0
	Other	1	1	2 040
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	21	42 840
	No	25	22	44 880
	Can't say / No answer	50	56	114 240

Health services used in the household	Public health services	85	90	183 600
	Employer - funded health care services	49	43	87 720
	Private, self-funded healthcare services	39	45	91 800
	Private health insurance services	22	18	36 720
	No health care	1	0	0
	Can not say	1	0	0

Type of municipality (7 class)	Greater Helsinki	19	13	26 520
	Turku or Tampere	8	8	16 320
	Oulu	4	5	10 200
	70 000 - 150 000 inhabitants town	13	16	32 640
	Urban municipality	27	28	57 120
	Conurbation	16	16	32 640
	Countryside	13	16	32 640

Pets in household	Cat	17	16	32 640
	Dog	26	28	57 120
	Some other pet	5	6	12 240
	No pets	59	58	118 320

Family with kids	Yes	32	27	55 080
Family with kids	No	68	73	148 920

Use of glasses or contact lenses	Yes	67	78	159 120
Use of glasses or contact lenses	No	33	22	44 880
How often different content is read
The frequency of reading: Print magazines	Daily	15	21	42 840
	5-6 days a week	4	5	10 200
	1-4 days a week	26	34	69 360
	Monthly	24	26	53 040
	Rarely	23	11	22 440
	Never	7	2	4 080
	Can not say	1	0	0

The frequency of reading: Magazine content in digital format	Daily	21	19	38 760
	5-6 days a week	5	6	12 240
	1-4 days a week	19	19	38 760
	Monthly	15	16	32 640
	Rarely	24	25	51 000
	Never	14	13	26 520
	Can not say	1	2	4 080

The frequency of reading: Print newspapers or afternoon papers	Daily	30	39	79 560
	5-6 days a week	4	6	12 240
	1-4 days a week	23	25	51 000
	Monthly	13	12	24 480
	Rarely	21	15	30 600
	Never	7	3	6 120
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	50	102 000
	5-6 days a week	9	10	20 400
	1-4 days a week	16	17	34 680
	Monthly	6	6	12 240
	Rarely	9	10	20 400
	Never	6	7	14 280
	Can not say	0	1	2 040

The frequency of reading: Free and free delivery newspapers	Daily	5	7	14 280
	5-6 days a week	4	6	12 240
	1-4 days a week	44	50	102 000
	Monthly	17	15	30 600
	Rarely	20	17	34 680
	Never	9	5	10 200
	Can not say	1	0	0

The frequency of watching: Free online TV services	Daily	15	18	36 720
	5-6 days a week	9	11	22 440
	1-4 days a week	30	29	59 160
	Monthly	23	22	44 880
	Rarely	15	12	24 480
	Never	7	7	14 280
	Can not say	1	1	2 040

The frequency of watching: Pay TV and streaming services	Daily	16	13	26 520
	5-6 days a week	10	8	16 320
	1-4 days a week	22	19	38 760
	Monthly	10	9	18 360
	Rarely	11	12	24 480
	Never	31	39	79 560
	Can not say	0	1	2 040

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	55	112 200
	5-6 days a week	9	10	20 400
	1-4 days a week	19	16	32 640
	Monthly	11	8	16 320
	Rarely	12	9	18 360
	Never	3	2	4 080
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	35	39	79 560
	5-6 days a week	12	13	26 520
	1-4 days a week	22	21	42 840
	Monthly	11	10	20 400
	Rarely	12	10	20 400
	Never	7	7	14 280
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	26	53 040
	5-6 days a week	7	8	16 320
	1-4 days a week	16	14	28 560
	Monthly	13	10	20 400
	Rarely	26	28	57 120
	Never	16	14	28 560
	Can not say	1	1	2 040

The frequency of listening: Programs of commercial radio channels	Daily	16	17	34 680
	5-6 days a week	10	8	16 320
	1-4 days a week	21	17	34 680
	Monthly	14	15	30 600
	Rarely	21	22	44 880
	Never	16	19	38 760
	Can not say	1	1	2 040

The frequency of listening: Podcasts	Daily	4	2	4 080
	5-6 days a week	3	2	4 080
	1-4 days a week	9	7	14 280
	Monthly	13	13	26 520
	Rarely	28	27	55 080
	Never	41	46	93 840
	Can not say	2	2	4 080

User frequency and following: Social media	Daily	57	59	120 360
	5-6 days a week	7	6	12 240
	1-4 days a week	8	8	16 320
	Monthly	3	2	4 080
	Rarely	6	5	10 200
	Never	19	20	40 800
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	9	18 360
	5-6 days a week	5	4	8 160
	1-4 days a week	11	8	16 320
	Monthly	8	8	16 320
	Rarely	22	26	53 040
	Never	40	44	89 760
	Can not say	1	1	2 040

User frequency: Instant messaging	Daily	68	67	136 680
	5-6 days a week	9	9	18 360
	1-4 days a week	10	9	18 360
	Monthly	3	2	4 080
	Rarely	3	3	6 120
	Never	8	9	18 360
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	67	136 680
	No	41	33	67 320
	Can not say	1	0	0

I tend to buy tabloids	Yes	8	11	22 440
	No	90	88	179 520
	Can not say	2	2	4 080

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	55	112 200
	No	52	44	89 760
	Can not say	2	1	2 040

I tend to buy single copy magazines	Yes	17	27	55 080
	No	81	71	144 840
	Can not say	2	2	4 080

PUUTTUU	PUUTTUU	13	19	38 760
	PUUTTUU	5	8	16 320
	PUUTTUU	7	8	16 320
	PUUTTUU	15	11	22 440
	PUUTTUU	8	5	10 200
	PUUTTUU	7	2	4 080
	PUUTTUU	10	5	10 200
	PUUTTUU	6	8	16 320
	PUUTTUU	9	8	16 320
	PUUTTUU	9	8	16 320
	PUUTTUU	4	7	14 280
	PUUTTUU	5	6	12 240
	PUUTTUU	13	16	32 640
	PUUTTUU	8	12	24 480
	PUUTTUU	13	8	16 320
	PUUTTUU	7	13	26 520
	PUUTTUU	8	5	10 200
	PUUTTUU	3	2	4 080
	PUUTTUU	56	57	116 280
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	61	124 440
	PUUTTUU	40	37	75 480
	PUUTTUU	2	2	4 080

PUUTTUU	PUUTTUU	87	90	183 600
	PUUTTUU	11	9	18 360
	PUUTTUU	1	1	2 040

PUUTTUU	PUUTTUU	73	80	163 200
	PUUTTUU	25	19	38 760
	PUUTTUU	2	1	2 040

PUUTTUU	PUUTTUU	81	81	165 240
	PUUTTUU	18	17	34 680
	PUUTTUU	2	2	4 080

PUUTTUU	PUUTTUU	57	58	118 320
	PUUTTUU	41	40	81 600
	PUUTTUU	1	1	2 040

PUUTTUU	PUUTTUU	30	28	57 120
	PUUTTUU	63	63	128 520
	PUUTTUU	7	9	18 360

PUUTTUU	PUUTTUU	84	90	183 600
	PUUTTUU	15	9	18 360
	PUUTTUU	1	1	2 040

PUUTTUU	PUUTTUU	41	38	77 520
	PUUTTUU	57	59	120 360
	PUUTTUU	2	2	4 080

PUUTTUU	PUUTTUU	86	90	183 600
	PUUTTUU	14	9	18 360
	PUUTTUU	1	1	2 040

PUUTTUU	PUUTTUU	30	29	59 160
	PUUTTUU	65	65	132 600
	PUUTTUU	5	6	12 240

PUUTTUU	PUUTTUU	39	38	77 520
	PUUTTUU	60	60	122 400
	PUUTTUU	1	2	4 080

PUUTTUU	PUUTTUU	67	76	155 040
	PUUTTUU	30	21	42 840
	PUUTTUU	3	3	6 120

PUUTTUU	PUUTTUU	67	79	161 160
	PUUTTUU	31	19	38 760
	PUUTTUU	3	2	4 080

PUUTTUU	PUUTTUU	67	67	136 680
	PUUTTUU	30	30	61 200
	PUUTTUU	2	3	6 120

Suuri Käsityö magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	Suuri Käsityö Readers %	Suuri Käsityö Amount of readers
Attitude towards advertising: Newspapers	Positive	77	80	163 200
	Can not say	4	3	6 120
	Negative	18	17	34 680

Attitude towards advertising: Magazines	Positive	77	81	165 240
	Can not say	5	3	6 120
	Negative	19	16	32 640

Attitude towards advertising: Free and local newspapers	Positive	82	87	177 480
	Can not say	5	3	6 120
	Negative	13	10	20 400

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	55	112 200
	Can not say	8	11	22 440
	Negative	37	34	69 360

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	42	85 680
	Can not say	12	16	32 640
	Negative	47	42	85 680

Attitude towards advertising: Blogs	Positive	30	30	61 200
	Can not say	27	34	69 360
	Negative	41	36	73 440

Attitude towards advertising: Newsletters to email	Positive	19	23	46 920
	Can not say	2	2	4 080
	Negative	79	75	153 000

Attitude towards advertising: Other websites	Positive	43	42	85 680
	Can not say	10	13	26 520
	Negative	46	45	91 800

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	58	118 320
	Can not say	3	2	4 080
	Negative	40	39	79 560

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	40	81 600
	Can not say	6	7	14 280
	Negative	53	53	108 120

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	74	150 960
	Can not say	4	2	4 080
	Negative	28	24	48 960

Attitude towards advertising: Out-of-home advertising	Positive	66	65	132 600
	Can not say	6	7	14 280
	Negative	29	28	57 120

Suuri Käsityö magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	Suuri Käsityö Readers %	Suuri Käsityö Amount of readers
I relax and get inspired by magazines	Agree	77	86	175 440
	Disagree	15	11	22 440
	Can not say	7	4	8 160

I experience pampering moments with magazines	Agree	50	65	132 600
	Disagree	39	28	57 120
	Can not say	10	8	16 320

A professional magazine keeps me up to date on professional matters	Agree	70	68	138 720
	Disagree	17	16	32 640
	Can not say	12	16	32 640

The industry specialty magazine provides information on my hobbies and interests	Agree	81	81	165 240
	Disagree	10	10	20 400
	Can not say	9	9	18 360

Finnish magazines offer reliable comparisons and tests	Agree	68	68	138 720
	Disagree	18	17	34 680
	Can not say	14	16	32 640

Finnish magazines offer reliable product recommendations	Agree	64	65	132 600
	Disagree	21	20	40 800
	Can not say	15	15	30 600

Finnish magazines are of high quality	Agree	81	86	175 440
	Disagree	12	8	16 320
	Can not say	7	5	10 200

I follow important magazines on social media	Agree	32	32	65 280
	Disagree	60	60	122 400
	Can not say	8	8	16 320

I read important magazines from cover to cover	Agree	52	62	126 480
	Disagree	43	34	69 360
	Can not say	5	4	8 160

Ads are part of the content of the magazine	Agree	64	65	132 600
	Disagree	31	31	63 240
	Can not say	5	4	8 160

Ads in magazines make new things familiar	Agree	67	74	150 960
	Disagree	28	23	46 920
	Can not say	6	4	8 160

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	51	104 040
	Disagree	42	43	87 720
	Can not say	6	5	10 200

I have purchased products based on the ad in magazine	Agree	46	53	108 120
	Disagree	49	43	87 720
	Can not say	6	4	8 160

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	75	153 000
	Disagree	35	23	46 920
	Can not say	4	2	4 080

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	56	114 240
	Disagree	55	40	81 600
	Can not say	6	5	10 200

I rely on product recommendations from bloggers and tubers	Agree	21	17	34 680
	Disagree	66	65	132 600
	Can not say	14	18	36 720

Suuri Käsityö magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	Suuri Käsityö Readers %	Suuri Käsityö Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	9	18 360
	Newspapers	14	16	32 640
	Magazine websites	7	4	8 160
	Newspaper websites	7	5	10 200
	Blogs	2	1	2 040
	Social media	12	8	16 320
	Other websites	42	32	65 280
	Television	10	8	16 320
	Radio	1	1	2 040
	Direct mail	10	11	22 440
	None of the above	40	49	99 960

Information sources, consumer electronics and information technology	Print magazines	15	15	30 600
	Newspapers	19	22	44 880
	Magazine websites	10	6	12 240
	Newspaper websites	9	8	16 320
	Blogs	5	3	6 120
	Social media	23	18	36 720
	Other websites	50	41	83 640
	Television	17	17	34 680
	Radio	3	2	4 080
	Direct mail	36	45	91 800
	None of the above	16	18	36 720

Information sources, beauty care and cosmetics	Print magazines	18	31	63 240
	Newspapers	8	11	22 440
	Magazine websites	9	13	26 520
	Newspaper websites	5	6	12 240
	Blogs	8	11	22 440
	Social media	25	32	65 280
	Other websites	16	19	38 760
	Television	12	16	32 640
	Radio	2	1	2 040
	Direct mail	16	25	51 000
	None of the above	47	29	59 160

Information sources, travel	Print magazines	17	21	42 840
	Newspapers	15	18	36 720
	Magazine websites	10	10	20 400
	Newspaper websites	9	8	16 320
	Blogs	10	10	20 400
	Social media	31	31	63 240
	Other websites	48	46	93 840
	Television	16	15	30 600
	Radio	3	3	6 120
	Direct mail	10	12	24 480
	None of the above	29	26	53 040

Information sources, style and fashion	Print magazines	24	37	75 480
	Newspapers	14	17	34 680
	Magazine websites	12	15	30 600
	Newspaper websites	7	7	14 280
	Blogs	9	11	22 440
	Social media	32	35	71 400
	Other websites	34	35	71 400
	Television	17	19	38 760
	Radio	1	1	2 040
	Direct mail	25	34	69 360
	None of the above	30	17	34 680

Information sources, building and renovating	Print magazines	20	23	46 920
	Newspapers	16	19	38 760
	Magazine websites	9	9	18 360
	Newspaper websites	7	6	12 240
	Blogs	6	5	10 200
	Social media	20	19	38 760
	Other websites	33	28	57 120
	Television	18	20	40 800
	Radio	2	1	2 040
	Direct mail	28	36	73 440
	None of the above	32	31	63 240

Information sources, food, cooking and baking	Print magazines	37	51	104 040
	Newspapers	28	34	69 360
	Magazine websites	20	23	46 920
	Newspaper websites	17	16	32 640
	Blogs	14	17	34 680
	Social media	38	40	81 600
	Other websites	34	32	65 280
	Television	28	28	57 120
	Radio	6	4	8 160
	Direct mail	26	32	65 280
	None of the above	13	7	14 280

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	8	16 320
	Newspapers	12	15	30 600
	Magazine websites	3	3	6 120
	Newspaper websites	5	4	8 160
	Blogs	1	1	2 040
	Social media	10	11	22 440
	Other websites	24	23	46 920
	Television	11	13	26 520
	Radio	2	1	2 040
	Direct mail	17	20	40 800
	None of the above	52	49	99 960

Information sources, decorating and furniture purchases	Print magazines	24	34	69 360
	Newspapers	16	20	40 800
	Magazine websites	11	12	24 480
	Newspaper websites	7	6	12 240
	Blogs	8	9	18 360
	Social media	26	28	57 120
	Other websites	31	29	59 160
	Television	18	19	38 760
	Radio	1	1	2 040
	Direct mail	30	39	79 560
	None of the above	27	17	34 680

Information sources, saving and investing	Print magazines	9	8	16 320
	Newspapers	10	11	22 440
	Magazine websites	6	4	8 160
	Newspaper websites	9	6	12 240
	Blogs	6	6	12 240
	Social media	16	13	26 520
	Other websites	30	24	48 960
	Television	6	6	12 240
	Radio	3	3	6 120
	Direct mail	3	4	8 160
	None of the above	49	54	110 160

Information sources, health and wellbeing products / services	Print magazines	14	19	38 760
	Newspapers	15	20	40 800
	Magazine websites	7	8	16 320
	Newspaper websites	6	6	12 240
	Blogs	5	6	12 240
	Social media	21	24	48 960
	Other websites	37	38	77 520
	Television	12	13	26 520
	Radio	2	2	4 080
	Direct mail	17	21	42 840
	None of the above	38	30	61 200

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	16	32 640
	Newspapers	19	26	53 040
	Magazine websites	7	6	12 240
	Newspaper websites	8	6	12 240
	Blogs	5	4	8 160
	Social media	22	22	44 880
	Other websites	41	36	73 440
	Television	13	14	28 560
	Radio	1	1	2 040
	Direct mail	31	38	77 520
	None of the above	29	24	48 960

Suuri Käsityö magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	Suuri Käsityö Readers %	Suuri Käsityö Amount of readers
PUUTTUU	Cars, motor vehicles	26	7	14 280
	Well-being and health	53	74	150 960
	Charity work	14	20	40 800
	Self development	32	35	71 400
	PUUTTUU	15	15	30 600
	PUUTTUU	17	8	16 320
	PUUTTUU	16	23	46 920
	PUUTTUU	27	44	89 760
	PUUTTUU	55	59	120 360
	PUUTTUU	34	38	77 520
	PUUTTUU	32	46	93 840
	PUUTTUU	26	83	169 320
	PUUTTUU	53	63	128 520
	PUUTTUU	10	4	8 160
	PUUTTUU	22	36	73 440
	PUUTTUU	35	37	75 480
	PUUTTUU	30	30	61 200
	PUUTTUU	56	72	146 880
	PUUTTUU	16	9	18 360
	PUUTTUU	40	34	69 360
	PUUTTUU	33	60	122 400
	PUUTTUU	39	34	69 360
	PUUTTUU	40	40	81 600
	PUUTTUU	40	66	134 640
	PUUTTUU	23	14	28 560
	PUUTTUU	31	48	97 920
	PUUTTUU	36	28	57 120
	PUUTTUU	36	30	61 200
	PUUTTUU	46	38	77 520
	PUUTTUU	11	6	12 240
	PUUTTUU	23	7	14 280
	PUUTTUU	33	43	87 720
	PUUTTUU	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	46	93 840
	Repair and construction products	40	39	79 560
	Domestic appliances	39	40	81 600
	Electronics or IT products	50	38	77 520
	Cars	18	14	28 560
	Clothing and footwear	82	87	177 480
	Eyeglasses, contact lenses or sunglasses	35	39	79 560
	Sports clothing, footwear or equipment	60	62	126 480
	Saving or investing products or services	26	23	46 920
	Cosmetics and beauty products	45	67	136 680
	Mobile phones	31	30	61 200
	Travels	37	36	73 440
	Products and services for health and well-being	58	69	140 760
	None of the above	2	2	4 080

Intentions to purchase within 12 months	Furniture and furnishings	29	29	59 160
	Repair and construction products	36	33	67 320
	Domestic appliances	20	18	36 720
	Electronics or IT products	28	16	32 640
	Cars	14	8	16 320
	Clothing and footwear	65	69	140 760
	Eyeglasses, contact lenses or sunglasses	27	30	61 200
	Sports clothing, footwear or equipment	43	43	87 720
	Saving or investing products or services	22	17	34 680
	Cosmetics and beauty products	36	54	110 160
	Mobile phones	16	13	26 520
	Travels	41	41	83 640
	Products and services for health and well-being	46	59	120 360
	None of the above	7	6	12 240

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	4 080
	Buying an apartment	11	8	16 320
	Home renovation	29	29	59 160
	Buying a car	25	18	36 720
	Buying a boat	3	2	4 080
	None of these	50	56	114 240

Will consider switching over the next 12 months	Bank	7	5	10 200
	Insurance company	10	7	14 280
	electric company	18	12	24 480
	Internet Connection	8	5	10 200
	Phone-subscription	12	10	20 400
	None of the above	47	53	108 120
	Can not say	19	21	42 840

Use of extra money	Magazines, books, movies	17	19	38 760
	Eating, drinking, partying in a restaurant	32	30	61 200
	Exercises and sports equipment	26	21	42 840
	Cultural events (eg. concerts, theater, festivals)	33	40	81 600
	Renovation, interior design	25	26	53 040
	Health services and personal well-being	21	30	61 200
	Travel	40	44	89 760
	Consumer electronics and IT equipment, mobile phones	16	6	12 240
	Clothes, shoes and bags	23	26	53 040
	Home services (cleaning and other housekeeping services)	6	9	18 360
	Car, boat, motorcycle	13	4	8 160
	Cosmetics and beauty care	10	15	30 600
	Saving, investing	46	42	85 680
	Other	8	7	14 280
	There is no extra money left after mandatory expenses	8	9	18 360
	Can not say	3	3	6 120
Planning on buying/doing in the next 12 months

Suuri Käsityö magazine's reader profile / Source NRS 2023

Suuri Käsityö

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