Taloustaito

Taloustaito Magazine – Personal Finance and Investment Taloustaito is the largest business magazine in the Nordics with a monthly circulation of 232 310 (2022, Finnish Audit Bureau of Circulations). Taloustaito focuses on personal finance and gives insight into taxation, family law, private investments, stocks and mutual funds, insurance, housing, cars, and property management. The readership is 58% male, 42% female, 40% 45-64 years old.

Issues per year

10 issues per year

Circulation

213 557 (Source: LT2025)

Copies

245 381

Magazine website

https://www.taloustaito.fi

Magazine in Social Media

Verotieto Oy Business and professional magazines Economy, marketing and media

Economic life FIAM Well-to-do NRS Senior Investing Housekeeping Taxation

Timetables

Issue	Issue	Booking Date	Material Date	Themes and info
1	22.1.2026	7.1.2026	12.1.2026	Forest Ownership and Investment, Tax return for forestry
2	19.2.2026	2.2.2026	5.2.2026	Entrepreneurship, SME services
3	19.3.2026	2.3.2026	6.3.2026	Tax Return - Advice and Commentary
4	30.4.2026	13.4.2026	17.4.2026	The Economy of Automotive
5 - 6	11.6.2026	25.5.2026	29.5.2026	Housing and Energy
7	13.8.2026	31.7.2026	3.8.2026	Health and Money
8	17.9.2026	31.8.2026	4.9.2026	Everyday Security and Insurance / Research issue, ask your media vendor for more information
9	15.10.2026	28.9.2026	2.10.2026	Household and family finances
10	12.11.2026	26.10.2026	30.10.2026	Personal Saving and Investments
11 - 12	17.12.2026	30.11.2026	4.12.2026	Special Issue on 2027 Taxes - What will change? / Traveller's financial tips

Ei aikatauluja vuodelle 2027.

Prices

Ad	Placement	Size	Bleed	Price (tax 0%)
2/1 landscape	Not specified	400 x 280 mm	5 mm	14 335 €
1/1 portrait	Not specified	200 x 280 mm	5 mm	7 925 €
2-kansi portrait	2. Cover	200 x 280 mm	5 mm	8 475 €
3-kansi portrait	3. Cover	200 x 280 mm	5 mm	8 475 €
takakansi portrait	Back cover	200 x 250 mm	5 mm	8 475 €
1/2 portrait	Not specified	97 x 280 mm	5 mm	4 385 €
1/2 landscape	Not specified	200 x 135 mm	5 mm	4 385 €
1/4 portrait	Not specified	88 x 125 mm	5 mm	2 335 €
1/4 landscape	Not specified	180 x 65 mm	5 mm	2 335 €
*) size without marginal Prices valid until 31.12.2026

Size

200 x 280 mm

Printing method

Offset

Binding

Stitching

Printer

UPC Print - Finland

Delivery of ad material and instructions

https://ads.aikakausmedia.fi

Technical information

Terms of delivery

Check the delivery conditions from the publisher

Ad	Placement	Size	Bleed	Price (tax 0%)
*) size without marginal Prices valid until 31.12.2027

Size

200 x 280 mm

Printing method

Offset

Binding

Stiftaus

Printer

UPC Print - Finland

Delivery of ad material and instructions

https://ads.aikakausmedia.fi

ICC profile

Technical information

Terms of delivery

Check the delivery conditions from the publisher

Ad	Description	Placement	Size	Price (tax 0%)
Desktop	Parade, CrossScreen	At the top of the page, above the content	980 x 400 desktop ja 300 x 300 mobiili px	23 € / CPM (Cost per thousand)
Desktop	Skyscraper	On the right side of the page	160 x 600 px	10 € / CPM (Cost per thousand)
Prices valid until 31.12.2026

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

Readers

484 100

Total reach

530 800

How many times read

1,9

Minutes of reading

55 min

Source: NRS 2026

Gender

Source: NRS 2026

Audience in digital and print

Source: NRS 2026

Age

Source: NRS 2026

Municipality type

Source: NRS 2026

Education

Source: NRS 2026

Gross household income, daily purchases

Source: NRS 2026

NRS Facts

Print readers include only those who read the printed magazine.

Readers 484 100 Minutes of reading55 min How many times read1,9
Reader profile		All 15+ %	Magazine Readers %	Amount of readers
Sex	Women	51	45	217 800
Sex	Men	49	55	266 300
Native language	Finnish	95	97	469 600
Native language	Swedish	5	3	14 500
Age	15-24 y	13	2	9 700
	25-34 y	14	7	33 900
	35-44 y	14	12	58 100
	45-54 y	14	18	87 100
	55-64 y	15	23	111 300
	65+ y	30	39	188 800
Gender + age	Female 15-29 years	9	1	4 800
	Female 30-49 years	14	11	53 300
	Female 50+ years	28	33	159 800
	Male 15-29 years	10	4	19 400
	Male 30-49 years	15	14	67 800
	Male 50+ years	24	38	184 000
Household position	Lives at home with parents	7	2	9 700
	Lives alone	29	22	106 500
	Lives with spouse	36	46	222 700
	Lives with spouse and children	23	26	125 900
	Single parent	2	2	9 700
	Other	2	2	9 700
Grandchildren under 18 years of age	Yes	20	29	140 400
	No	39	50	242 000
	No answer (under 45 year olds)	41	21	101 700
Education	Elementary school	4	4	19 400
	Secondary school	6	3	14 500
	Vocational	26	25	121 000
	High school	13	10	48 400
	University of Applied Sciences	19	20	96 800
	University	30	37	179 100
	Something else	2	2	9 700
Decision-maker in grocery purchases	Yes	93	93	450 200
	No	7	7	33 900
	Can not say	0	0	0
Use of glasses or contact lenses	Yes	68	78	377 600
Use of glasses or contact lenses	No	32	22	106 500
Size of the household	1 pers	28	23	111 300
	2 pers	38	47	227 500
	3 pers	14	14	67 800
	4 pers	12	10	48 400
	5+ pers	7	6	29 000
Household income (gross)	Below 20 000 € /y	10	4	19 400
	20 000 - 35 000 € /y	15	11	53 300
	35 001 - 50 000 € /y	18	18	87 100
	50 001 - 85 000 € /y	21	25	121 000
	85 001 - 100 000 € /y	8	13	62 900
	Over 100 000 € /y	12	18	87 100
	Dont want to tell	7	7	33 900
	Cant say / No answer	9	4	19 400
Family with kids	Yes	33	29	140 400
Family with kids	No	67	71	343 700
Number of children in the household (5th grade)	1 child	13	13	62 900
	2 children	12	10	48 400
	3 children	5	3	14 500
	4 children	1	1	4 800
	5+ children	1	1	4 800
	There are no children	67	71	343 700
	Doesn't want to answer	0	0	0
Pets in household	Cat	15	14	67 800
	Dog	24	24	116 200
	Some other pet	5	5	24 200
	No pets	62	64	309 800
Health services used in the household	Public health services	85	85	411 500
	Employer - funded health care services	51	52	251 700
	Private, self-funded healthcare services	39	47	227 500
	Private health insurance services	27	27	130 700
	No health care	1	1	4 800
	Can not say	1	0	0
Housing	Apartment	33	28	135 500
	Row house or semi-detached house	17	17	82 300
	Detached house	45	49	237 200
	Farm	4	5	24 200
	Something else	1	1	4 800
	Can not say	0	0	0
Ownership of housing	Owner-occupied residence	75	85	411 500
	Rented residence	22	12	58 100
	Right of residence apartment	2	2	9 700
	Something else	1	1	4 800
	Can not say	1	0	0
Cottage or holiday home in regular use	Yes	41	49	237 200
	No	58	50	242 000
	Can not say	1	1	4 800
Number of cars in household	One car	46	49	237 200
	Two cars	29	33	159 800
	Three or more cars	10	11	53 300
	No car	15	8	38 700
Type of car, if buying now	New	18	24	116 200
	Used	71	69	334 000
	Company car	5	6	29 000
	Leasing (personal)	9	11	53 300
	Shared car	2	1	4 800
	Doesn't use a car	8	6	29 000
	Can not say	5	5	24 200
Advertising ban at the door / mailbox	Yes	29	24	116 200
	No	70	76	367 900
	Can not say	1	0	0
Using AdBlocker or similar application	Yes	19	16	77 500
	No	75	79	382 400
	Can not say	5	5	24 200
Type of municipality (7 class)	Greater Helsinki	20	19	92 000
	Turku or Tampere	8	7	33 900
	Oulu	4	4	19 400
	70 000 - 150 000 inhabitants town	14	13	62 900
	Urban municipality	24	26	125 900
	Conurbation	17	16	77 500
	Countryside	12	14	67 800
Source: NRS 2026

How often different content is read		All 15+ %	Magazine Readers %	Amount of readers
The frequency of reading: Print magazines	Daily	12	19	92 000
	5-6 days a week	4	6	29 000
	1-4 days a week	23	33	159 800
	Monthly	25	24	116 200
	Rarely	27	14	67 800
	Never	9	4	19 400
	Can not say	1	0	0
The frequency of reading: Magazine content in digital format	Daily	23	27	130 700
	5-6 days a week	5	5	24 200
	1-4 days a week	18	21	101 700
	Monthly	16	15	72 600
	Rarely	24	20	96 800
	Never	13	12	58 100
	Can not say	1	1	4 800
The frequency of reading: Print newspapers or afternoon papers	Daily	24	37	179 100
	5-6 days a week	4	5	24 200
	1-4 days a week	22	26	125 900
	Monthly	16	13	62 900
	Rarely	25	15	72 600
	Never	9	4	19 400
	Can not say	0	0	0
The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	55	64	309 800
	5-6 days a week	9	8	38 700
	1-4 days a week	16	14	67 800
	Monthly	7	4	19 400
	Rarely	8	5	24 200
	Never	5	5	24 200
	Can not say	0	0	0
The frequency of reading: Free and local newspapers	Daily	4	4	19 400
	5-6 days a week	3	4	19 400
	1-4 days a week	38	46	222 700
	Monthly	20	20	96 800
	Rarely	24	19	92 000
	Never	10	6	29 000
	Can not say	1	1	4 800
The frequency of watching: Free online TV services	Daily	19	21	101 700
	5-6 days a week	10	12	58 100
	1-4 days a week	29	31	150 100
	Monthly	20	17	82 300
	Rarely	15	13	62 900
	Never	6	6	29 000
	Can not say	1	0	0
The frequency of watching: Pay TV and streaming services	Daily	17	15	72 600
	5-6 days a week	10	8	38 700
	1-4 days a week	22	22	106 500
	Monthly	9	9	43 600
	Rarely	12	13	62 900
	Never	29	32	154 900
	Can not say	1	1	4 800
The frequency of watching: Programs of YLE (national broadcaster) TV channels	Daily	42	56	271 100
	5-6 days a week	10	10	48 400
	1-4 days a week	19	15	72 600
	Monthly	12	9	43 600
	Rarely	13	7	33 900
	Never	4	2	9 700
	Can not say	0	0	0
The frequency of watching: Programs of commercial TV channels	Daily	33	42	203 300
	5-6 days a week	11	14	67 800
	1-4 days a week	20	18	87 100
	Monthly	12	9	43 600
	Rarely	14	10	48 400
	Never	9	7	33 900
	Can not say	1	1	4 800
The frequency of listening: Programs of YLE (national broadcaster) radio-channels	Daily	23	29	140 400
	5-6 days a week	5	6	29 000
	1-4 days a week	15	17	82 300
	Monthly	13	12	58 100
	Rarely	27	23	111 300
	Never	16	12	58 100
	Can not say	1	1	4 800
The frequency of listening: Programs of commercial radio channels	Daily	17	22	106 500
	5-6 days a week	9	9	43 600
	1-4 days a week	19	20	96 800
	Monthly	14	13	62 900
	Rarely	23	21	101 700
	Never	17	15	72 600
	Can not say	1	0	0
The frequency of listening: Podcasts	Daily	7	6	29 000
	5-6 days a week	4	4	19 400
	1-4 days a week	12	9	43 600
	Monthly	14	13	62 900
	Rarely	26	27	130 700
	Never	35	39	188 800
	Can not say	2	2	9 700
User frequency and following: Social media	Daily	62	57	275 900
	5-6 days a week	7	7	33 900
	1-4 days a week	7	8	38 700
	Monthly	3	3	14 500
	Rarely	6	8	38 700
	Never	15	18	87 100
	Can not say	0	0	0
User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	17	10	48 400
	5-6 days a week	5	3	14 500
	1-4 days a week	13	10	48 400
	Monthly	8	7	33 900
	Rarely	20	23	111 300
	Never	36	44	213 000
	Can not say	1	1	4 800
Reading frequency: Printed books	Daily	17	20	96 800
	5-6 days a week	6	6	29 000
	1-4 days a week	15	15	72 600
	Monthly	22	23	111 300
	Rarely	34	31	150 100
	Never	7	5	24 200
	Can not say	0	0	0
Reading frequency: E-books	Daily	3	3	14 500
	5-6 days a week	2	1	4 800
	1-4 days a week	4	4	19 400
	Monthly	6	6	29 000
	Rarely	30	29	140 400
	Never	54	56	271 100
	Can not say	1	1	4 800
Listening frequency: Audiobooks	Daily	8	9	43 600
	5-6 days a week	3	3	14 500
	1-4 days a week	6	5	24 200
	Monthly	8	7	33 900
	Rarely	23	20	96 800
	Never	52	56	271 100
	Can not say	1	0	0
Usage/viewing frequency: YouTube	Daily	22	18	87 100
	5-6 days a week	9	8	38 700
	1-4 days a week	20	19	92 000
	Monthly	20	22	106 500
	Rarely	19	20	96 800
	Never	10	12	58 100
	Can not say	0	1	4 800
Usage/following: LinkedIn	Daily	6	6	29 000
	5-6 days a week	2	3	14 500
	1-4 days a week	7	10	48 400
	Monthly	8	9	43 600
	Rarely	13	13	62 900
	Never	52	47	227 500
	Cant say / No answer	11	12	58 100
Usage/following: Facebook	Daily	40	43	208 200
	5-6 days a week	6	7	33 900
	1-4 days a week	11	10	48 400
	Monthly	5	4	19 400
	Rarely	10	8	38 700
	Never	17	16	77 500
	Cant say / No answer	10	11	53 300
Usage/Following: Instagram	Daily	37	29	140 400
	5-6 days a week	6	5	24 200
	1-4 days a week	9	10	48 400
	Monthly	5	5	24 200
	Rarely	8	10	48 400
	Never	25	29	140 400
	Cant say / No answer	10	12	58 100
Usage/following rate: Snapchat	Daily	16	6	29 000
	5-6 days a week	2	1	4 800
	1-4 days a week	2	1	4 800
	Monthly	2	2	9 700
	Rarely	5	5	24 200
	Never	62	73	353 400
	Cant say / No answer	11	12	58 100
Usage/following: X (formerly Twitter)	Daily	4	5	24 200
	5-6 days a week	2	1	4 800
	1-4 days a week	4	4	19 400
	Monthly	3	3	14 500
	Rarely	11	10	48 400
	Never	66	66	319 500
	Cant say / No answer	10	11	53 300
Usage/Following: TikTok	Daily	13	5	24 200
	5-6 days a week	2	2	9 700
	1-4 days a week	4	3	14 500
	Monthly	3	3	14 500
	Rarely	8	8	38 700
	Never	62	68	329 200
	Cant say / No answer	10	12	58 100
Usage/following frequency: Jodel	Daily	3	1	4 800
	5-6 days a week	1	1	4 800
	1-4 days a week	2	1	4 800
	Monthly	3	1	4 800
	Rarely	6	4	19 400
	Never	71	76	367 900
	Cant say / No answer	15	17	82 300
Usage/following frequency: Threads	Daily	3	3	14 500
	5-6 days a week	1	1	4 800
	1-4 days a week	4	3	14 500
	Monthly	3	2	9 700
	Rarely	5	4	19 400
	Never	69	71	343 700
	Cant say / No answer	15	17	82 300
Usage/following frequency: Bluesky	Daily	0	0	0
	5-6 days a week	0	0	0
	1-4 days a week	1	1	4 800
	Monthly	1	1	4 800
	Rarely	3	3	14 500
	Never	80	78	377 600
	Cant say / No answer	15	17	82 300
Source: NRS 2026

Consumer claims		All 15+ %	Magazine Readers %	Amount of readers
I enjoy shopping	Completely agree	15	11	53 300
	Partially agree	42	43	208 200
	Partially disagree	29	32	154 900
	Completely disagree	10	12	58 100
	Can not say	3	3	14 500
I prefer domestic products	Completely agree	33	34	164 600
	Partially agree	55	56	271 100
	Partially disagree	9	8	38 700
	Completely disagree	1	1	4 800
	Can not say	2	1	4 800
I consciously make responsible choices in my consumption	Completely agree	21	20	96 800
	Partially agree	54	57	275 900
	Partially disagree	18	18	87 100
	Completely disagree	4	4	19 400
	Can not say	4	2	9 700
When shopping, quality is more important to me than price	Completely agree	24	24	116 200
	Partially agree	58	62	300 100
	Partially disagree	14	12	58 100
	Completely disagree	1	1	4 800
	Can not say	3	1	4 800
I usually choose the cheapest option	Completely agree	13	9	43 600
	Partially agree	48	48	232 400
	Partially disagree	32	35	169 400
	Completely disagree	5	6	29 000
	Can not say	2	2	9 700
I often take advantage of discount and campaign prices in my purchases	Completely agree	39	36	174 300
	Partially agree	49	53	256 600
	Partially disagree	9	9	43 600
	Completely disagree	2	1	4 800
	Can not say	1	1	4 800
In my circle of friends, I am often the first to try new things	Completely agree	5	4	19 400
	Partially agree	23	23	111 300
	Partially disagree	38	40	193 600
	Completely disagree	24	24	116 200
	Can not say	10	8	38 700
In my opinion, money is for consumption and not for saving	Completely agree	5	5	24 200
	Partially agree	37	37	179 100
	Partially disagree	43	44	213 000
	Completely disagree	10	11	53 300
	Can not say	4	3	14 500
I prefer local shops and services	Completely agree	28	29	140 400
	Partially agree	58	60	290 500
	Partially disagree	11	9	43 600
	Completely disagree	1	1	4 800
	Can not say	2	1	4 800
I want to see advertising targeted to me based on my online behavior	Completely agree	4	3	14 500
	Partially agree	27	25	121 000
	Partially disagree	28	31	150 100
	Completely disagree	33	35	169 400
	Can not say	7	5	24 200
When I want a certain brand of product, the price doesn't matter	Completely agree	9	9	43 600
	Partially agree	32	36	174 300
	Partially disagree	36	37	179 100
	Completely disagree	20	16	77 500
	Can not say	3	2	9 700
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu)	Completely agree	16	15	72 600
	Partially agree	49	50	242 000
	Partially disagree	23	25	121 000
	Completely disagree	7	6	29 000
	Can not say	5	3	14 500
Ecology is an important purchase reason for me	Completely agree	18	16	77 500
	Partially agree	50	52	251 700
	Partially disagree	23	23	111 300
	Completely disagree	6	6	29 000
	Can not say	4	2	9 700
I prefer well-known brands	Completely agree	13	13	62 900
	Partially agree	59	63	305 000
	Partially disagree	20	18	87 100
	Completely disagree	5	3	14 500
	Can not say	3	3	14 500
I prefer used products in my purchases	Completely agree	15	10	48 400
	Partially agree	39	38	184 000
	Partially disagree	31	35	169 400
	Completely disagree	11	13	62 900
	Can not say	3	3	14 500
Source: NRS 2026

Attitude towards advertising in different media channels		All 15+ %	Magazine Readers %	Amount of readers
Newspapers	Very positive	13	14	67 800
	Quite positively	61	64	309 800
	Quite negatively	16	15	72 600
	Very negative	4	3	14 500
	Can not say	6	4	19 400
Magazines	Very positive	12	13	62 900
	Quite positively	60	63	305 000
	Quite negatively	18	16	77 500
	Very negative	4	3	14 500
	Can not say	7	5	24 200
Free and local newspapers	Very positive	22	24	116 200
	Quite positively	56	59	285 600
	Quite negatively	11	10	48 400
	Very negative	4	3	14 500
	Can not say	6	4	19 400
Newspaper/Magazine websites or applications	Very positive	5	5	24 200
	Quite positively	43	43	208 200
	Quite negatively	33	35	169 400
	Very negative	11	10	48 400
	Can not say	8	7	33 900
Social media (Facebook, Instagram etc.)	Very positive	5	3	14 500
	Quite positively	30	27	130 700
	Quite negatively	35	37	179 100
	Very negative	19	20	96 800
	Can not say	11	12	58 100
Influencer advertising (e.g. in social media)	Very positive	4	3	14 500
	Quite positively	25	20	96 800
	Quite negatively	35	38	184 000
	Very negative	23	26	125 900
	Can not say	13	13	62 900
Newsletters to email	Very positive	2	2	9 700
	Quite positively	16	17	82 300
	Quite negatively	35	35	169 400
	Very negative	45	44	213 000
	Can not say	3	2	9 700
Other websites	Very positive	2	2	9 700
	Quite positively	32	33	159 800
	Quite negatively	39	38	184 000
	Very negative	15	14	67 800
	Can not say	12	12	58 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Very positive	6	6	29 000
	Quite positively	44	47	227 500
	Quite negatively	31	31	150 100
	Very negative	14	12	58 100
	Can not say	4	4	19 400
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Very positive	4	3	14 500
	Quite positively	33	35	169 400
	Quite negatively	35	36	174 300
	Very negative	21	19	92 000
	Can not say	7	6	29 000
Home delivered advertisements and catalogues	Very positive	14	17	82 300
	Quite positively	44	47	227 500
	Quite negatively	21	21	101 700
	Very negative	15	12	58 100
	Can not say	5	4	19 400
Out-of-home advertising	Very positive	11	11	53 300
	Quite positively	51	53	256 600
	Quite negatively	22	23	111 300
	Very negative	9	7	33 900
	Can not say	8	6	29 000
Source: NRS 2026

Reading device and advertising effect		All 15+ %	Magazine Readers %	Amount of readers
I relax and get inspired by magazines	Completely agree	16	19	92 000
	Partially agree	59	62	300 100
	Partially disagree	10	9	43 600
	Completely disagree	3	2	9 700
	Can not say	11	8	38 700
I stop and disconnect from hectic everyday life by reading magazines	Completely agree	15	18	87 100
	Partially agree	56	59	285 600
	Partially disagree	14	13	62 900
	Completely disagree	4	3	14 500
	Can not say	10	8	38 700
When reading a magazine, I don't multitask	Completely agree	33	36	174 300
	Partially agree	39	41	198 500
	Partially disagree	17	15	72 600
	Completely disagree	4	3	14 500
	Can not say	8	6	29 000
A professional magazine keeps me up to date on professional matters	Completely agree	21	26	125 900
	Partially agree	44	47	227 500
	Partially disagree	11	9	43 600
	Completely disagree	5	4	19 400
	Can not say	18	13	62 900
The industry specialty magazine provides information on my hobbies and interests	Completely agree	31	37	179 100
	Partially agree	47	48	232 400
	Partially disagree	7	5	24 200
	Completely disagree	3	2	9 700
	Can not say	12	9	43 600
Finnish magazines offer reliable comparisons and tests	Completely agree	16	20	96 800
	Partially agree	51	53	256 600
	Partially disagree	13	11	53 300
	Completely disagree	3	2	9 700
	Can not say	18	15	72 600
Finnish magazines offer reliable product recommendations	Completely agree	10	12	58 100
	Partially agree	50	52	251 700
	Partially disagree	17	17	82 300
	Completely disagree	3	2	9 700
	Can not say	20	17	82 300
Finnish magazines are of high quality	Completely agree	22	25	121 000
	Partially agree	57	58	280 800
	Partially disagree	9	8	38 700
	Completely disagree	1	2	9 700
	Can not say	10	7	33 900
Ads in magazines make new things familiar	Completely agree	10	10	48 400
	Partially agree	48	50	242 000
	Partially disagree	22	23	111 300
	Completely disagree	7	8	38 700
	Can not say	13	10	48 400
I have searched the internet for more information about a product advertised in a magazine	Completely agree	12	14	67 800
	Partially agree	33	35	169 400
	Partially disagree	22	22	106 500
	Completely disagree	22	21	101 700
	Can not say	11	8	38 700
I have purchased products based on the ad in magazine	Completely agree	9	9	43 600
	Partially agree	31	34	164 600
	Partially disagree	26	28	135 500
	Completely disagree	24	22	106 500
	Can not say	10	7	33 900
I'm trying out tips or guidelines (like recipes) in magazine ads	Completely agree	14	13	62 900
	Partially agree	48	50	242 000
	Partially disagree	20	19	92 000
	Completely disagree	12	11	53 300
	Can not say	7	6	29 000
I'm experimenting with product samples in magazines (like food or cosmetics)	Completely agree	8	7	33 900
	Partially agree	28	28	135 500
	Partially disagree	27	28	135 500
	Completely disagree	28	29	140 400
	Can not say	10	8	38 700
Advertising published in magazines is trustworthy	Completely agree	4	4	19 400
	Partially agree	36	37	179 100
	Partially disagree	35	36	174 300
	Completely disagree	9	10	48 400
	Can not say	16	14	67 800
The free customer magazine is an important customer benefit for me	Completely agree	15	17	82 300
	Partially agree	39	42	203 300
	Partially disagree	23	23	111 300
	Completely disagree	12	10	48 400
	Can not say	10	8	38 700
I follow one or more magazines on social media	Completely agree	7	7	33 900
	Partially agree	20	21	101 700
	Partially disagree	23	25	121 000
	Completely disagree	42	42	203 300
	Can not say	7	5	24 200
Digital reading claims
I mostly read digital magazine content on my phone	Completely agree	45	39	188 800
	Partially agree	27	30	145 200
	Partially disagree	11	14	67 800
	Completely disagree	14	15	72 600
	Can not say	2	2	9 700
I usually read many articles at once when I visit magazine websites	Completely agree	35	35	169 400
	Partially agree	39	41	198 500
	Partially disagree	13	12	58 100
	Completely disagree	10	9	43 600
	Can not say	3	3	14 500
I often end up on newspaper websites through social media or other links	Completely agree	18	14	67 800
	Partially agree	33	32	154 900
	Partially disagree	21	23	111 300
	Completely disagree	24	28	135 500
	Can not say	4	3	14 500
I read newspaper websites or apps several times a day	Completely agree	19	19	92 000
	Partially agree	33	36	174 300
	Partially disagree	25	23	111 300
	Completely disagree	21	19	92 000
	Can not say	3	2	9 700
For me, the digital newspaper has replaced reading a printed newspaper	Completely agree	18	18	87 100
	Partially agree	21	22	106 500
	Partially disagree	17	18	87 100
	Completely disagree	37	37	179 100
	Can not say	8	5	24 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter	Completely agree	23	25	121 000
	Partially agree	52	54	261 400
	Partially disagree	12	11	53 300
	Completely disagree	4	4	19 400
	Can not say	8	7	33 900
I want to know if media content has been generated using AI	Completely agree	75	74	358 200
	Partially agree	16	18	87 100
	Partially disagree	3	3	14 500
	Completely disagree	2	2	9 700
	Can not say	5	3	14 500
I am willing to pay for well-crafted journalistic content	Completely agree	31	36	174 300
	Partially agree	39	40	193 600
	Partially disagree	15	12	58 100
	Completely disagree	8	6	29 000
	Can not say	7	5	24 200
Source: NRS 2026

Ideas and inspiration from magazines		All 15+ %	Magazine Readers %	Amount of readers
From which topics do you get ideas and inspiration from print magazines?	Food and cooking	52	55	266 300
	Cosmetics and beauty care	16	16	77 500
	Interior design and furniture	26	28	135 500
	Renovation and building	24	31	150 100
	Domestic appliances	10	13	62 900
	Consumer electronics and IT equipment	13	16	77 500
	Saving and investing	14	18	87 100
	Style and fashion	21	22	106 500
	Cars	14	17	82 300
	Travelling	23	28	135 500
	Sports clothing, footwear or equipment	14	16	77 500
	Health and wellness products/services	19	21	101 700
	None of these	16	13	62 900
	Can not say	10	8	38 700
From which topics do you get ideas and inspiration from digital magazines?	Food and cooking	48	48	232 400
	Cosmetics and beauty care	17	16	77 500
	Interior design and furniture	21	21	101 700
	Renovation and building	21	25	121 000
	Domestic appliances	10	13	62 900
	Consumer electronics and IT equipment	17	19	92 000
	Saving and investing	13	16	77 500
	Style and fashion	19	19	92 000
	Cars	13	17	82 300
	Travelling	23	27	130 700
	Sports clothing, footwear or equipment	16	17	82 300
	Health and wellness products/services	18	18	87 100
	None of these	21	21	101 700
	Can not say	12	10	48 400
Source: NRS 2026

Buyer profile		All 15+ %	Magazine Readers %	Amount of readers
Interests	Cars, motor vehicles	24	31	150 100
	Well-being and health	50	51	246 900
	Charity work	14	14	67 800
	Self development	32	33	159 800
	Celebrities	13	11	53 300
	Fishing	15	16	77 500
	Beauty care and cosmetics	16	12	58 100
	Literature	29	29	140 400
	Domestic and foreign news	51	58	280 800
	Domestic travel	33	36	174 300
	Culture	34	32	154 900
	Crafts	25	23	111 300
	Nature and going outdoor	52	53	256 600
	Hunting	9	11	53 300
	Style and fashion	20	17	82 300
	Music and concerts	37	34	164 600
	Going on summer cottage	29	31	150 100
	Local affairs	56	61	295 300
	Computer/console/mobile playing	17	9	43 600
	Politics	43	52	251 700
	Gardening and plants	29	35	169 400
	Online gambling or betting	5	6	29 000
	Building and renovating	34	50	242 000
	Food and drink	38	38	184 000
	Cooking, baking, recipes	38	36	174 300
	Investment	24	40	193 600
	Decorating	28	27	130 700
	Economic and finances	36	57	275 900
	Science	37	40	193 600
	Travelling abroad	34	35	169 400
	Sports, exercising	45	46	222 700
	Sailing, boating	9	12	58 100
	Consumer electronics and information technology	20	20	96 800
	Environmental matters	31	30	145 200
	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	9 700
	Buying an apartment	11	11	53 300
	Home renovation	27	33	159 800
	Buying a car	27	28	135 500
	Buying a boat	3	3	14 500
	None of these	51	47	227 500
Purchases in the last 12 months	Furniture and furnishings	43	42	203 300
	Repair and construction products	38	46	222 700
	Domestic appliances	37	42	203 300
	Electronics or IT products	49	50	242 000
	Cars	19	21	101 700
	Clothing and footwear	84	84	406 600
	Eyeglasses, contact lenses or sunglasses	36	41	198 500
	Sports clothing, footwear or equipment	57	58	280 800
	Saving or investing products or services	32	37	179 100
	Cosmetics and beauty products	49	46	222 700
	Mobile phones	29	28	135 500
	Travels	50	54	261 400
	Products and services for health and well-being	61	62	300 100
	None of the above	1	1	4 800
Intentions to purchase within 12 months	Furniture and furnishings	29	28	135 500
	Repair and construction products	33	42	203 300
	Domestic appliances	17	20	96 800
	Electronics or IT products	27	27	130 700
	Cars	14	14	67 800
	Clothing and footwear	68	67	324 300
	Eyeglasses, contact lenses or sunglasses	27	30	145 200
	Sports clothing, footwear or equipment	43	43	208 200
	Saving or investing products or services	27	31	150 100
	Cosmetics and beauty products	39	36	174 300
	Mobile phones	15	16	77 500
	Travels	46	50	242 000
	Products and services for health and well-being	50	51	246 900
	None of the above	6	5	24 200
Will consider switching over the next 12 months	Bank	7	7	33 900
	Insurance company	11	12	58 100
	electric company	15	17	82 300
	Internet Connection	10	10	48 400
	Phone-subscription	17	17	82 300
	None of the above	48	47	227 500
	Can not say	17	16	77 500
Uses of extra money	Travelling	43	47	227 500
	Exercise hobbies and equipment	28	29	140 400
	Cultural events (e.g. concerts, theatre, festivals, cinema)	39	39	188 800
	Eating, drinking, partying in a restaurant	38	33	159 800
	Health services and one's own well-being	22	24	116 200
	Renovation, decoration	23	29	140 400
	Home services (cleaning and other housekeeping services)	6	8	38 700
	Pet services and supplies	11	9	43 600
	Car, boat, motorcycle	13	15	72 600
	Entertainment electronics and information technology equipment, mobile phones	14	12	58 100
	Streaming services and channel packages (music, series, films, sports)	17	14	67 800
	Magazine/newspaper subscriptions (print or digital)	9	11	53 300
	Books (print, e-books, audiobooks)	18	19	92 000
	Clothes, shoes and bags	24	20	96 800
	Cosmetics and beauty care	13	9	43 600
	Saving, investing	50	53	256 600
	Other	7	8	38 700
	There is no extra money after mandatory expenses	8	6	29 000
	Can not say	3	3	14 500
Source: NRS 2026

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

Total reach 530 800 Only print 451 200 Only print 47 800 Print and online 31 800
Reader profile		All 15+ %	Magazine Readers %	Amount of readers
Sex	Women	51	44	217 800
Sex	Men	49	56	266 300
Native language	Finnish	95	97	469 600
Native language	Swedish	5	3	14 500
Age	15-24 y	13	3	9 700
	25-34 y	14	8	33 900
	35-44 y	14	12	58 100
	45-54 y	14	17	87 100
	55-64 y	15	22	111 300
	65+ y	30	38	188 800
Gender + age	Female 15-29 years	9	2	4 800
	Female 30-49 years	14	11	53 300
	Female 50+ years	28	32	159 800
	Male 15-29 years	10	4	19 400
	Male 30-49 years	15	15	67 800
	Male 50+ years	24	37	184 000
Household position	Lives at home with parents	7	2	9 700
	Lives alone	29	23	106 500
	Lives with spouse	36	45	222 700
	Lives with spouse and children	23	25	125 900
	Single parent	2	2	9 700
	Other	2	2	9 700
Grandchildren under 18 years of age	Yes	20	29	140 400
	No	39	49	242 000
	No answer (under 45 year olds)	41	23	101 700
Education	Elementary school	4	4	19 400
	Secondary school	6	3	14 500
	Vocational	26	25	121 000
	High school	13	10	48 400
	University of Applied Sciences	19	20	96 800
	University	30	36	179 100
	Something else	2	2	9 700
Decision-maker in grocery purchases	Yes	93	93	450 200
	No	7	7	33 900
	Can not say	0	0	0
Use of glasses or contact lenses	Yes	68	77	377 600
Use of glasses or contact lenses	No	32	23	106 500
Size of the household	1 pers	28	23	111 300
	2 pers	38	46	227 500
	3 pers	14	14	67 800
	4 pers	12	10	48 400
	5+ pers	7	6	29 000
Household income (gross)	Below 20 000 € /y	10	4	19 400
	20 000 - 35 000 € /y	15	11	53 300
	35 001 - 50 000 € /y	18	18	87 100
	50 001 - 85 000 € /y	21	25	121 000
	85 001 - 100 000 € /y	8	12	62 900
	Over 100 000 € /y	12	18	87 100
	Dont want to tell	7	7	33 900
	Cant say / No answer	9	4	19 400
Family with kids	Yes	33	29	140 400
Family with kids	No	67	71	343 700
Number of children in the household (5th grade)	1 child	13	13	62 900
	2 children	12	10	48 400
	3 children	5	4	14 500
	4 children	1	1	4 800
	5+ children	1	1	4 800
	There are no children	67	71	343 700
	Doesn't want to answer	0	0	0
Pets in household	Cat	15	14	67 800
	Dog	24	24	116 200
	Some other pet	5	5	24 200
	No pets	62	64	309 800
Health services used in the household	Public health services	85	84	411 500
	Employer - funded health care services	51	52	251 700
	Private, self-funded healthcare services	39	47	227 500
	Private health insurance services	27	27	130 700
	No health care	1	1	4 800
	Can not say	1	0	0
Housing	Apartment	33	28	135 500
	Row house or semi-detached house	17	17	82 300
	Detached house	45	49	237 200
	Farm	4	5	24 200
	Something else	1	1	4 800
	Can not say	0	0	0
Ownership of housing	Owner-occupied residence	75	85	411 500
	Rented residence	22	13	58 100
	Right of residence apartment	2	2	9 700
	Something else	1	1	4 800
	Can not say	1	0	0
Cottage or holiday home in regular use	Yes	41	49	237 200
	No	58	50	242 000
	Can not say	1	1	4 800
Number of cars in household	One car	46	49	237 200
	Two cars	29	32	159 800
	Three or more cars	10	10	53 300
	No car	15	9	38 700
Type of car, if buying now	New	18	24	116 200
	Used	71	69	334 000
	Company car	5	6	29 000
	Leasing (personal)	9	11	53 300
	Shared car	2	2	4 800
	Doesn't use a car	8	6	29 000
	Can not say	5	5	24 200
Advertising ban at the door / mailbox	Yes	29	24	116 200
	No	70	76	367 900
	Can not say	1	0	0
Using AdBlocker or similar application	Yes	19	17	77 500
	No	75	78	382 400
	Can not say	5	5	24 200
Type of municipality (7 class)	Greater Helsinki	20	20	92 000
	Turku or Tampere	8	7	33 900
	Oulu	4	4	19 400
	70 000 - 150 000 inhabitants town	14	14	62 900
	Urban municipality	24	25	125 900
	Conurbation	17	16	77 500
	Countryside	12	14	67 800
Source: NRS 2026

How often different content is read		All 15+ %	Magazine Readers %	Amount of readers
The frequency of reading: Print magazines	Daily	12	19	92 000
	5-6 days a week	4	6	29 000
	1-4 days a week	23	32	159 800
	Monthly	25	25	116 200
	Rarely	27	15	67 800
	Never	9	4	19 400
	Can not say	1	0	0
The frequency of reading: Magazine content in digital format	Daily	23	27	130 700
	5-6 days a week	5	5	24 200
	1-4 days a week	18	21	101 700
	Monthly	16	15	72 600
	Rarely	24	19	96 800
	Never	13	11	58 100
	Can not say	1	1	4 800
The frequency of reading: Print newspapers or afternoon papers	Daily	24	35	179 100
	5-6 days a week	4	5	24 200
	1-4 days a week	22	26	125 900
	Monthly	16	14	62 900
	Rarely	25	16	72 600
	Never	9	4	19 400
	Can not say	0	0	0
The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	55	64	309 800
	5-6 days a week	9	8	38 700
	1-4 days a week	16	14	67 800
	Monthly	7	4	19 400
	Rarely	8	5	24 200
	Never	5	4	24 200
	Can not say	0	0	0
The frequency of reading: Free and local newspapers	Daily	4	4	19 400
	5-6 days a week	3	4	19 400
	1-4 days a week	38	46	222 700
	Monthly	20	20	96 800
	Rarely	24	19	92 000
	Never	10	6	29 000
	Can not say	1	1	4 800
The frequency of watching: Free online TV services	Daily	19	20	101 700
	5-6 days a week	10	12	58 100
	1-4 days a week	29	31	150 100
	Monthly	20	18	82 300
	Rarely	15	13	62 900
	Never	6	6	29 000
	Can not say	1	0	0
The frequency of watching: Pay TV and streaming services	Daily	17	15	72 600
	5-6 days a week	10	8	38 700
	1-4 days a week	22	22	106 500
	Monthly	9	9	43 600
	Rarely	12	13	62 900
	Never	29	32	154 900
	Can not say	1	1	4 800
The frequency of watching: Programs of YLE (national broadcaster) TV channels	Daily	42	55	271 100
	5-6 days a week	10	10	48 400
	1-4 days a week	19	16	72 600
	Monthly	12	9	43 600
	Rarely	13	7	33 900
	Never	4	2	9 700
	Can not say	0	0	0
The frequency of watching: Programs of commercial TV channels	Daily	33	42	203 300
	5-6 days a week	11	14	67 800
	1-4 days a week	20	18	87 100
	Monthly	12	9	43 600
	Rarely	14	10	48 400
	Never	9	7	33 900
	Can not say	1	0	4 800
The frequency of listening: Programs of YLE (national broadcaster) radio-channels	Daily	23	29	140 400
	5-6 days a week	5	6	29 000
	1-4 days a week	15	17	82 300
	Monthly	13	12	58 100
	Rarely	27	24	111 300
	Never	16	12	58 100
	Can not say	1	1	4 800
The frequency of listening: Programs of commercial radio channels	Daily	17	22	106 500
	5-6 days a week	9	9	43 600
	1-4 days a week	19	20	96 800
	Monthly	14	13	62 900
	Rarely	23	21	101 700
	Never	17	14	72 600
	Can not say	1	0	0
The frequency of listening: Podcasts	Daily	7	6	29 000
	5-6 days a week	4	4	19 400
	1-4 days a week	12	10	43 600
	Monthly	14	14	62 900
	Rarely	26	27	130 700
	Never	35	38	188 800
	Can not say	2	2	9 700
User frequency and following: Social media	Daily	62	57	275 900
	5-6 days a week	7	7	33 900
	1-4 days a week	7	8	38 700
	Monthly	3	3	14 500
	Rarely	6	7	38 700
	Never	15	17	87 100
	Can not say	0	0	0
User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	17	11	48 400
	5-6 days a week	5	3	14 500
	1-4 days a week	13	11	48 400
	Monthly	8	7	33 900
	Rarely	20	23	111 300
	Never	36	43	213 000
	Can not say	1	1	4 800
Reading frequency: Printed books	Daily	17	19	96 800
	5-6 days a week	6	6	29 000
	1-4 days a week	15	15	72 600
	Monthly	22	22	111 300
	Rarely	34	31	150 100
	Never	7	5	24 200
	Can not say	0	0	0
Reading frequency: E-books	Daily	3	3	14 500
	5-6 days a week	2	1	4 800
	1-4 days a week	4	4	19 400
	Monthly	6	6	29 000
	Rarely	30	29	140 400
	Never	54	56	271 100
	Can not say	1	1	4 800
Listening frequency: Audiobooks	Daily	8	9	43 600
	5-6 days a week	3	3	14 500
	1-4 days a week	6	5	24 200
	Monthly	8	7	33 900
	Rarely	23	21	96 800
	Never	52	55	271 100
	Can not say	1	0	0
Usage/viewing frequency: YouTube	Daily	22	18	87 100
	5-6 days a week	9	8	38 700
	1-4 days a week	20	19	92 000
	Monthly	20	22	106 500
	Rarely	19	20	96 800
	Never	10	12	58 100
	Can not say	0	1	4 800
Usage/following: LinkedIn	Daily	6	6	29 000
	5-6 days a week	2	3	14 500
	1-4 days a week	7	10	48 400
	Monthly	8	9	43 600
	Rarely	13	13	62 900
	Never	52	47	227 500
	Cant say / No answer	11	12	58 100
Usage/following: Facebook	Daily	40	43	208 200
	5-6 days a week	6	7	33 900
	1-4 days a week	11	10	48 400
	Monthly	5	5	19 400
	Rarely	10	8	38 700
	Never	17	16	77 500
	Cant say / No answer	10	11	53 300
Usage/Following: Instagram	Daily	37	30	140 400
	5-6 days a week	6	5	24 200
	1-4 days a week	9	10	48 400
	Monthly	5	5	24 200
	Rarely	8	10	48 400
	Never	25	29	140 400
	Cant say / No answer	10	12	58 100
Usage/following rate: Snapchat	Daily	16	6	29 000
	5-6 days a week	2	1	4 800
	1-4 days a week	2	1	4 800
	Monthly	2	2	9 700
	Rarely	5	5	24 200
	Never	62	72	353 400
	Cant say / No answer	11	12	58 100
Usage/following: X (formerly Twitter)	Daily	4	5	24 200
	5-6 days a week	2	1	4 800
	1-4 days a week	4	4	19 400
	Monthly	3	3	14 500
	Rarely	11	10	48 400
	Never	66	65	319 500
	Cant say / No answer	10	11	53 300
Usage/Following: TikTok	Daily	13	6	24 200
	5-6 days a week	2	2	9 700
	1-4 days a week	4	3	14 500
	Monthly	3	3	14 500
	Rarely	8	8	38 700
	Never	62	67	329 200
	Cant say / No answer	10	11	58 100
Usage/following frequency: Jodel	Daily	3	1	4 800
	5-6 days a week	1	1	4 800
	1-4 days a week	2	1	4 800
	Monthly	3	1	4 800
	Rarely	6	4	19 400
	Never	71	75	367 900
	Cant say / No answer	15	16	82 300
Usage/following frequency: Threads	Daily	3	3	14 500
	5-6 days a week	1	1	4 800
	1-4 days a week	4	3	14 500
	Monthly	3	2	9 700
	Rarely	5	4	19 400
	Never	69	70	343 700
	Cant say / No answer	15	16	82 300
Usage/following frequency: Bluesky	Daily	0	0	0
	5-6 days a week	0	0	0
	1-4 days a week	1	1	4 800
	Monthly	1	1	4 800
	Rarely	3	3	14 500
	Never	80	78	377 600
	Cant say / No answer	15	16	82 300
Source: NRS 2026

Consumer claims		All 15+ %	Magazine Readers %	Amount of readers
I enjoy shopping	Completely agree	15	11	53 300
	Partially agree	42	43	208 200
	Partially disagree	29	32	154 900
	Completely disagree	10	12	58 100
	Can not say	3	3	14 500
I prefer domestic products	Completely agree	33	34	164 600
	Partially agree	55	56	271 100
	Partially disagree	9	9	38 700
	Completely disagree	1	1	4 800
	Can not say	2	1	4 800
I consciously make responsible choices in my consumption	Completely agree	21	20	96 800
	Partially agree	54	56	275 900
	Partially disagree	18	18	87 100
	Completely disagree	4	4	19 400
	Can not say	4	3	9 700
When shopping, quality is more important to me than price	Completely agree	24	24	116 200
	Partially agree	58	61	300 100
	Partially disagree	14	12	58 100
	Completely disagree	1	1	4 800
	Can not say	3	1	4 800
I usually choose the cheapest option	Completely agree	13	9	43 600
	Partially agree	48	49	232 400
	Partially disagree	32	35	169 400
	Completely disagree	5	5	29 000
	Can not say	2	2	9 700
I often take advantage of discount and campaign prices in my purchases	Completely agree	39	36	174 300
	Partially agree	49	52	256 600
	Partially disagree	9	9	43 600
	Completely disagree	2	1	4 800
	Can not say	1	1	4 800
In my circle of friends, I am often the first to try new things	Completely agree	5	5	19 400
	Partially agree	23	23	111 300
	Partially disagree	38	40	193 600
	Completely disagree	24	24	116 200
	Can not say	10	8	38 700
In my opinion, money is for consumption and not for saving	Completely agree	5	5	24 200
	Partially agree	37	37	179 100
	Partially disagree	43	44	213 000
	Completely disagree	10	11	53 300
	Can not say	4	3	14 500
I prefer local shops and services	Completely agree	28	30	140 400
	Partially agree	58	59	290 500
	Partially disagree	11	9	43 600
	Completely disagree	1	1	4 800
	Can not say	2	1	4 800
I want to see advertising targeted to me based on my online behavior	Completely agree	4	3	14 500
	Partially agree	27	26	121 000
	Partially disagree	28	31	150 100
	Completely disagree	33	35	169 400
	Can not say	7	5	24 200
When I want a certain brand of product, the price doesn't matter	Completely agree	9	9	43 600
	Partially agree	32	36	174 300
	Partially disagree	36	37	179 100
	Completely disagree	20	16	77 500
	Can not say	3	2	9 700
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu)	Completely agree	16	15	72 600
	Partially agree	49	50	242 000
	Partially disagree	23	25	121 000
	Completely disagree	7	6	29 000
	Can not say	5	3	14 500
Ecology is an important purchase reason for me	Completely agree	18	16	77 500
	Partially agree	50	52	251 700
	Partially disagree	23	24	111 300
	Completely disagree	6	6	29 000
	Can not say	4	2	9 700
I prefer well-known brands	Completely agree	13	13	62 900
	Partially agree	59	63	305 000
	Partially disagree	20	18	87 100
	Completely disagree	5	4	14 500
	Can not say	3	3	14 500
I prefer used products in my purchases	Completely agree	15	10	48 400
	Partially agree	39	38	184 000
	Partially disagree	31	36	169 400
	Completely disagree	11	13	62 900
	Can not say	3	3	14 500
Source: NRS 2026

Attitude towards advertising in different media channels		All 15+ %	Magazine Readers %	Amount of readers
Newspapers	Very positive	13	14	67 800
	Quite positively	61	64	309 800
	Quite negatively	16	15	72 600
	Very negative	4	3	14 500
	Can not say	6	4	19 400
Magazines	Very positive	12	13	62 900
	Quite positively	60	63	305 000
	Quite negatively	18	16	77 500
	Very negative	4	3	14 500
	Can not say	7	5	24 200
Free and local newspapers	Very positive	22	24	116 200
	Quite positively	56	58	285 600
	Quite negatively	11	10	48 400
	Very negative	4	3	14 500
	Can not say	6	4	19 400
Newspaper/Magazine websites or applications	Very positive	5	5	24 200
	Quite positively	43	43	208 200
	Quite negatively	33	35	169 400
	Very negative	11	10	48 400
	Can not say	8	7	33 900
Social media (Facebook, Instagram etc.)	Very positive	5	4	14 500
	Quite positively	30	28	130 700
	Quite negatively	35	37	179 100
	Very negative	19	20	96 800
	Can not say	11	12	58 100
Influencer advertising (e.g. in social media)	Very positive	4	3	14 500
	Quite positively	25	20	96 800
	Quite negatively	35	38	184 000
	Very negative	23	26	125 900
	Can not say	13	13	62 900
Newsletters to email	Very positive	2	2	9 700
	Quite positively	16	17	82 300
	Quite negatively	35	35	169 400
	Very negative	45	44	213 000
	Can not say	3	2	9 700
Other websites	Very positive	2	2	9 700
	Quite positively	32	33	159 800
	Quite negatively	39	38	184 000
	Very negative	15	14	67 800
	Can not say	12	12	58 100
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Very positive	6	6	29 000
	Quite positively	44	47	227 500
	Quite negatively	31	31	150 100
	Very negative	14	13	58 100
	Can not say	4	4	19 400
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Very positive	4	3	14 500
	Quite positively	33	35	169 400
	Quite negatively	35	36	174 300
	Very negative	21	20	92 000
	Can not say	7	6	29 000
Home delivered advertisements and catalogues	Very positive	14	16	82 300
	Quite positively	44	47	227 500
	Quite negatively	21	21	101 700
	Very negative	15	12	58 100
	Can not say	5	4	19 400
Out-of-home advertising	Very positive	11	11	53 300
	Quite positively	51	53	256 600
	Quite negatively	22	23	111 300
	Very negative	9	7	33 900
	Can not say	8	6	29 000
Source: NRS 2026

Reading device and advertising effect		All 15+ %	Magazine Readers %	Amount of readers
I relax and get inspired by magazines	Completely agree	16	18	92 000
	Partially agree	59	62	300 100
	Partially disagree	10	9	43 600
	Completely disagree	3	2	9 700
	Can not say	11	8	38 700
I stop and disconnect from hectic everyday life by reading magazines	Completely agree	15	18	87 100
	Partially agree	56	59	285 600
	Partially disagree	14	13	62 900
	Completely disagree	4	3	14 500
	Can not say	10	8	38 700
When reading a magazine, I don't multitask	Completely agree	33	35	174 300
	Partially agree	39	41	198 500
	Partially disagree	17	15	72 600
	Completely disagree	4	3	14 500
	Can not say	8	6	29 000
A professional magazine keeps me up to date on professional matters	Completely agree	21	26	125 900
	Partially agree	44	47	227 500
	Partially disagree	11	9	43 600
	Completely disagree	5	4	19 400
	Can not say	18	13	62 900
The industry specialty magazine provides information on my hobbies and interests	Completely agree	31	36	179 100
	Partially agree	47	48	232 400
	Partially disagree	7	5	24 200
	Completely disagree	3	2	9 700
	Can not say	12	9	43 600
Finnish magazines offer reliable comparisons and tests	Completely agree	16	20	96 800
	Partially agree	51	53	256 600
	Partially disagree	13	11	53 300
	Completely disagree	3	2	9 700
	Can not say	18	15	72 600
Finnish magazines offer reliable product recommendations	Completely agree	10	12	58 100
	Partially agree	50	52	251 700
	Partially disagree	17	17	82 300
	Completely disagree	3	2	9 700
	Can not say	20	17	82 300
Finnish magazines are of high quality	Completely agree	22	25	121 000
	Partially agree	57	58	280 800
	Partially disagree	9	8	38 700
	Completely disagree	1	2	9 700
	Can not say	10	7	33 900
Ads in magazines make new things familiar	Completely agree	10	10	48 400
	Partially agree	48	50	242 000
	Partially disagree	22	23	111 300
	Completely disagree	7	8	38 700
	Can not say	13	10	48 400
I have searched the internet for more information about a product advertised in a magazine	Completely agree	12	14	67 800
	Partially agree	33	35	169 400
	Partially disagree	22	22	106 500
	Completely disagree	22	20	101 700
	Can not say	11	9	38 700
I have purchased products based on the ad in magazine	Completely agree	9	10	43 600
	Partially agree	31	33	164 600
	Partially disagree	26	28	135 500
	Completely disagree	24	22	106 500
	Can not say	10	7	33 900
I'm trying out tips or guidelines (like recipes) in magazine ads	Completely agree	14	13	62 900
	Partially agree	48	50	242 000
	Partially disagree	20	20	92 000
	Completely disagree	12	11	53 300
	Can not say	7	6	29 000
I'm experimenting with product samples in magazines (like food or cosmetics)	Completely agree	8	7	33 900
	Partially agree	28	28	135 500
	Partially disagree	27	28	135 500
	Completely disagree	28	29	140 400
	Can not say	10	8	38 700
Advertising published in magazines is trustworthy	Completely agree	4	4	19 400
	Partially agree	36	37	179 100
	Partially disagree	35	36	174 300
	Completely disagree	9	10	48 400
	Can not say	16	14	67 800
The free customer magazine is an important customer benefit for me	Completely agree	15	16	82 300
	Partially agree	39	42	203 300
	Partially disagree	23	23	111 300
	Completely disagree	12	11	48 400
	Can not say	10	8	38 700
I follow one or more magazines on social media	Completely agree	7	7	33 900
	Partially agree	20	21	101 700
	Partially disagree	23	25	121 000
	Completely disagree	42	42	203 300
	Can not say	7	5	24 200
Digital reading claims
I mostly read digital magazine content on my phone	Completely agree	45	39	188 800
	Partially agree	27	30	145 200
	Partially disagree	11	14	67 800
	Completely disagree	14	15	72 600
	Can not say	2	2	9 700
I usually read many articles at once when I visit magazine websites	Completely agree	35	35	169 400
	Partially agree	39	41	198 500
	Partially disagree	13	12	58 100
	Completely disagree	10	9	43 600
	Can not say	3	3	14 500
I often end up on newspaper websites through social media or other links	Completely agree	18	14	67 800
	Partially agree	33	32	154 900
	Partially disagree	21	23	111 300
	Completely disagree	24	27	135 500
	Can not say	4	3	14 500
I read newspaper websites or apps several times a day	Completely agree	19	20	92 000
	Partially agree	33	36	174 300
	Partially disagree	25	23	111 300
	Completely disagree	21	18	92 000
	Can not say	3	2	9 700
For me, the digital newspaper has replaced reading a printed newspaper	Completely agree	18	18	87 100
	Partially agree	21	22	106 500
	Partially disagree	17	18	87 100
	Completely disagree	37	37	179 100
	Can not say	8	5	24 200
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter	Completely agree	23	25	121 000
	Partially agree	52	53	261 400
	Partially disagree	12	12	53 300
	Completely disagree	4	4	19 400
	Can not say	8	6	33 900
I want to know if media content has been generated using AI	Completely agree	75	74	358 200
	Partially agree	16	18	87 100
	Partially disagree	3	3	14 500
	Completely disagree	2	2	9 700
	Can not say	5	3	14 500
I am willing to pay for well-crafted journalistic content	Completely agree	31	36	174 300
	Partially agree	39	40	193 600
	Partially disagree	15	12	58 100
	Completely disagree	8	6	29 000
	Can not say	7	5	24 200
Source: NRS 2026

Ideas and inspiration from magazines		All 15+ %	Magazine Readers %	Amount of readers
From which topics do you get ideas and inspiration from print magazines?	Food and cooking	52	54	266 300
	Cosmetics and beauty care	16	15	77 500
	Interior design and furniture	26	27	135 500
	Renovation and building	24	31	150 100
	Domestic appliances	10	12	62 900
	Consumer electronics and IT equipment	13	16	77 500
	Saving and investing	14	18	87 100
	Style and fashion	21	21	106 500
	Cars	14	17	82 300
	Travelling	23	27	135 500
	Sports clothing, footwear or equipment	14	16	77 500
	Health and wellness products/services	19	21	101 700
	None of these	16	13	62 900
	Can not say	10	9	38 700
From which topics do you get ideas and inspiration from digital magazines?	Food and cooking	48	48	232 400
	Cosmetics and beauty care	17	16	77 500
	Interior design and furniture	21	21	101 700
	Renovation and building	21	25	121 000
	Domestic appliances	10	13	62 900
	Consumer electronics and IT equipment	17	19	92 000
	Saving and investing	13	16	77 500
	Style and fashion	19	19	92 000
	Cars	13	17	82 300
	Travelling	23	27	130 700
	Sports clothing, footwear or equipment	16	17	82 300
	Health and wellness products/services	18	18	87 100
	None of these	21	21	101 700
	Can not say	12	10	48 400
Source: NRS 2026

Buyer profile		All 15+ %	Magazine Readers %	Amount of readers
Interests	Cars, motor vehicles	24	31	150 100
	Well-being and health	50	51	246 900
	Charity work	14	14	67 800
	Self development	32	34	159 800
	Celebrities	13	11	53 300
	Fishing	15	16	77 500
	Beauty care and cosmetics	16	12	58 100
	Literature	29	29	140 400
	Domestic and foreign news	51	58	280 800
	Domestic travel	33	36	174 300
	Culture	34	32	154 900
	Crafts	25	23	111 300
	Nature and going outdoor	52	53	256 600
	Hunting	9	11	53 300
	Style and fashion	20	16	82 300
	Music and concerts	37	34	164 600
	Going on summer cottage	29	31	150 100
	Local affairs	56	61	295 300
	Computer/console/mobile playing	17	10	43 600
	Politics	43	52	251 700
	Gardening and plants	29	35	169 400
	Online gambling or betting	5	6	29 000
	Building and renovating	34	49	242 000
	Food and drink	38	38	184 000
	Cooking, baking, recipes	38	36	174 300
	Investment	24	40	193 600
	Decorating	28	27	130 700
	Economic and finances	36	57	275 900
	Science	37	40	193 600
	Travelling abroad	34	35	169 400
	Sports, exercising	45	46	222 700
	Sailing, boating	9	12	58 100
	Consumer electronics and information technology	20	21	96 800
	Environmental matters	31	30	145 200
	None of the above	0	0	0
Source: NRS 2026

Online & social media

Magazine website

https://www.taloustaito.fi

Magazine in Social Media

Average weekly reach & weekly page views

Source: FIAM

The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.

Some channels and Followers August 2026

Source: Aikakausmedia's social media tracking

Contact info

Media sales

Verotieto Oy
Kalevankatu 4
00100 Helsinki
veronmaksajat@veronmaksajat.fi
www.veronmaksajat.fi

mediamyynti

Riku Suuriniemi
riku.suuriniemi@saarsalo.fi

mediamyynti

Sanna Mäkinen
041 313 2706
sanna.makinen@saarsalo.fi

mediamyynti

Timo Lepistö
timo.lepisto@saarsalo.fi

mediamyynti

Roni Hurskainen
+358 44 752 0320
roni.hurskainen@saarsalo.fi

Media-asiantuntija

Aniina Vänskä
09 6188 7217
aniina.vanska@veronmaksajat.fi

Media

Publisher

Verotieto Oy

Publisher

Verotieto Oy

Päätoimittaja

Antti Oksanen

Address

Kalevankatu 4
00100 Helsinki

Postal address

Kalevankatu 4
00100 Helsinki

Phone

+358 9 618 871

Email

toimitus@veronmaksajat.fi