Tiede
Tiede interests people more than ever. Finland's largest science media makes life more interesting by showing even the most ordinary things in a new light. Tiede surprises its readers with every issue and also reveals what is yet to come. The readers of Tiede are quality-conscious trendsetters who want to try out new things. They spend more money than the average population in almost all product groups. Note: The size of the Tiede magazine will change starting from issue 4/2025 (publication date March 27, 2025). The new size is 230 x 297 mm.
Issues per year
14 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 5.12.2024 | 10.12.2024 | Big exercise and science extra: what is the fastest way to get fit? |
| 2 | 6.2.2025 | 16.1.2025 | 20.1.2025 | Possible end of the world scenarios – ways life on earth could be destroyed. |
| 3 | 6.3.2025 | 13.2.2025 | 17.2.2025 | What makes a human? Throughout the centuries, philosophers, biologists, and many others have contemplated what distinguishes humans from other primates. |
| 4 | 27.3.2025 | 6.3.2025 | 10.3.2025 | Science myths. Truths and lies about intelligence. |
| 5 | 17.4.2025 | 27.3.2025 | 31.3.2025 | Testosterone makes a man and a mind – not to mention a woman. |
| 6 | 15.5.2025 | 23.4.2025 | 25.4.2025 | The truth about hangovers. |
| 7 | 12.6.2025 | 21.5.2025 | 23.5.2025 | Science myths – why do we sleep? |
| 8 | 10.7.2025 | 18.6.2025 | 23.6.2025 | This is how love captures the brain. |
| 9 | 7.8.2025 | 17.7.2025 | 21.7.2025 | What causes child prodigy? |
| 10 | 28.8.2025 | 7.8.2025 | 11.8.2025 | Electricity for everyone – this is what the future energy revolution looks like. |
| 11 | 18.9.2025 | 28.8.2025 | 1.9.2025 | What is a narcissist like? One question says a lot. |
| 12 | 16.10.2025 | 25.9.2025 | 29.9.2025 | Precision strike on cancer. |
| 13 | 13.11.2025 | 23.10.2025 | 27.10.2025 | Straight from the top – an in-depth look at the 2025 Nobel prizes in science. |
| 14 | 11.12.2025 | 20.11.2025 | 24.11.2025 | Science's stellar moments – what discoveries are expected in 2026. |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 11 754 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 13 563 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 12 945 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 5 878 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | Back cover | 230 x 272 mm | 5 mm | 7 056 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 4 221 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 221 € |
| 1/3 portrait | Not specified | 76 x 297 mm | 5 mm | 3 645 € |
| 1/3 landscape | Not specified | 230 x 99 mm | 5 mm | 3 645 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 059 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 059 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 059 € | *) 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%) | *) 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%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 35 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 46 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 46 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 17 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 21 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 46 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
245 300
Total reach
398 800
How many times read
2,4
Minutes of reading
76 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 245 300
Minutes of reading76 min
How many times read2,4
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 41 | 100 600 |
| Men | 49 | 59 | 144 700 | |
| Native language | Finnish | 95 | 99 | 242 800 |
| Swedish | 5 | 1 | 2 500 | |
| Age | 15-24 y | 13 | 10 | 24 500 |
| 25-34 y | 14 | 11 | 27 000 | |
| 35-44 y | 14 | 13 | 31 900 | |
| 45-54 y | 14 | 15 | 36 800 | |
| 55-64 y | 15 | 15 | 36 800 | |
| 65+ y | 30 | 36 | 88 300 | |
| Gender + age | Female 15-29 years | 9 | 6 | 14 700 |
| Female 30-49 years | 14 | 11 | 27 000 | |
| Female 50+ years | 28 | 24 | 58 900 | |
| Male 15-29 years | 10 | 8 | 19 600 | |
| Male 30-49 years | 15 | 17 | 41 700 | |
| Male 50+ years | 24 | 34 | 83 400 | |
| Household position | Lives at home with parents | 7 | 6 | 14 700 |
| Lives alone | 29 | 28 | 68 700 | |
| Lives with spouse | 36 | 38 | 93 200 | |
| Lives with spouse and children | 24 | 23 | 56 400 | |
| Single parent | 2 | 2 | 4 900 | |
| Other | 3 | 3 | 7 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 22 | 54 000 |
| No | 39 | 44 | 107 900 | |
| No answer (under 45 year olds) | 41 | 34 | 83 400 | |
| Education | Elementary school | 4 | 3 | 7 400 |
| Secondary school | 6 | 5 | 12 300 | |
| Vocational | 27 | 17 | 41 700 | |
| High school | 13 | 11 | 27 000 | |
| University of Applied Sciences | 20 | 19 | 46 600 | |
| University | 28 | 42 | 103 000 | |
| Something else | 2 | 2 | 4 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 228 100 |
| No | 6 | 7 | 17 200 | |
| Can not say | 1 | 1 | 2 500 | |
| Use of glasses or contact lenses | Yes | 68 | 73 | 179 100 |
| No | 32 | 27 | 66 200 | |
| Size of the household | 1 pers | 28 | 27 | 66 200 |
| 2 pers | 38 | 42 | 103 000 | |
| 3 pers | 14 | 13 | 31 900 | |
| 4 pers | 12 | 12 | 29 400 | |
| 5+ pers | 7 | 6 | 14 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 10 | 24 500 |
| 20 000 - 35 000 € /y | 17 | 12 | 29 400 | |
| 35 001 - 50 000 € /y | 18 | 17 | 41 700 | |
| 50 001 - 85 000 € /y | 21 | 24 | 58 900 | |
| 85 001 - 100 000 € /y | 8 | 9 | 22 100 | |
| Over 100 000 € /y | 10 | 16 | 39 200 | |
| Dont want to tell | 5 | 4 | 9 800 | |
| Cant say / No answer | 10 | 9 | 22 100 | |
| Family with kids | Yes | 32 | 30 | 73 600 |
| No | 68 | 70 | 171 700 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 27 000 |
| 2 children | 13 | 12 | 29 400 | |
| 3 children | 5 | 5 | 12 300 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 70 | 171 700 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 13 | 31 900 |
| Dog | 26 | 22 | 54 000 | |
| Some other pet | 5 | 4 | 9 800 | |
| No pets | 61 | 66 | 161 900 | |
| Health services used in the household | Public health services | 85 | 85 | 208 500 |
| Employer - funded health care services | 50 | 48 | 117 700 | |
| Private, self-funded healthcare services | 39 | 45 | 110 400 | |
| Private health insurance services | 26 | 27 | 66 200 | |
| No health care | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 2 500 | |
| Housing | Apartment | 32 | 34 | 83 400 |
| Row house or semi-detached house | 17 | 18 | 44 200 | |
| Detached house | 46 | 43 | 105 500 | |
| Farm | 4 | 4 | 9 800 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 80 | 196 200 |
| Rented residence | 20 | 18 | 44 200 | |
| Right of residence apartment | 2 | 1 | 2 500 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 120 200 |
| No | 58 | 50 | 122 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 48 | 117 700 |
| Two cars | 30 | 31 | 76 000 | |
| Three or more cars | 10 | 7 | 17 200 | |
| No car | 14 | 14 | 34 300 | |
| Type of car, if buying now | New | 21 | 27 | 66 200 |
| Used | 70 | 66 | 161 900 | |
| Company car | 5 | 5 | 12 300 | |
| Leasing (personal) | 9 | 10 | 24 500 | |
| Shared car | 3 | 3 | 7 400 | |
| Doesn't use a car | 8 | 8 | 19 600 | |
| Can not say | 5 | 5 | 12 300 | |
| Advertising ban at the door / mailbox | Yes | 27 | 28 | 68 700 |
| No | 72 | 71 | 174 200 | |
| Can not say | 1 | 1 | 2 500 | |
| Using AdBlocker or similar application | Yes | 19 | 20 | 49 100 |
| No | 76 | 74 | 181 500 | |
| Can not say | 5 | 6 | 14 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 25 | 61 300 |
| Turku or Tampere | 8 | 10 | 24 500 | |
| Oulu | 4 | 5 | 12 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 36 800 | |
| Urban municipality | 25 | 24 | 58 900 | |
| Conurbation | 16 | 12 | 29 400 | |
| Countryside | 13 | 10 | 24 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 19 | 46 600 |
| 5-6 days a week | 4 | 6 | 14 700 | |
| 1-4 days a week | 24 | 35 | 85 900 | |
| Monthly | 25 | 26 | 63 800 | |
| Rarely | 26 | 12 | 29 400 | |
| Never | 8 | 2 | 4 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 61 300 |
| 5-6 days a week | 5 | 7 | 17 200 | |
| 1-4 days a week | 20 | 25 | 61 300 | |
| Monthly | 15 | 14 | 34 300 | |
| Rarely | 23 | 20 | 49 100 | |
| Never | 13 | 9 | 22 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 35 | 85 900 |
| 5-6 days a week | 5 | 7 | 17 200 | |
| 1-4 days a week | 23 | 25 | 61 300 | |
| Monthly | 15 | 13 | 31 900 | |
| Rarely | 24 | 17 | 41 700 | |
| Never | 8 | 4 | 9 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 62 | 152 100 |
| 5-6 days a week | 9 | 11 | 27 000 | |
| 1-4 days a week | 17 | 14 | 34 300 | |
| Monthly | 6 | 4 | 9 800 | |
| Rarely | 8 | 6 | 14 700 | |
| Never | 5 | 3 | 7 400 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 9 800 |
| 5-6 days a week | 4 | 5 | 12 300 | |
| 1-4 days a week | 41 | 41 | 100 600 | |
| Monthly | 18 | 20 | 49 100 | |
| Rarely | 23 | 22 | 54 000 | |
| Never | 9 | 7 | 17 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 44 200 |
| 5-6 days a week | 10 | 12 | 29 400 | |
| 1-4 days a week | 30 | 31 | 76 000 | |
| Monthly | 21 | 20 | 49 100 | |
| Rarely | 15 | 14 | 34 300 | |
| Never | 6 | 5 | 12 300 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 31 900 |
| 5-6 days a week | 10 | 11 | 27 000 | |
| 1-4 days a week | 22 | 21 | 51 500 | |
| Monthly | 9 | 9 | 22 100 | |
| Rarely | 13 | 14 | 34 300 | |
| Never | 30 | 31 | 76 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 49 | 120 200 |
| 5-6 days a week | 10 | 11 | 27 000 | |
| 1-4 days a week | 19 | 19 | 46 600 | |
| Monthly | 12 | 10 | 24 500 | |
| Rarely | 12 | 10 | 24 500 | |
| Never | 3 | 2 | 4 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 33 | 80 900 |
| 5-6 days a week | 12 | 13 | 31 900 | |
| 1-4 days a week | 22 | 22 | 54 000 | |
| Monthly | 12 | 11 | 27 000 | |
| Rarely | 13 | 12 | 29 400 | |
| Never | 8 | 7 | 17 200 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 25 | 61 300 |
| 5-6 days a week | 6 | 7 | 17 200 | |
| 1-4 days a week | 16 | 18 | 44 200 | |
| Monthly | 13 | 15 | 36 800 | |
| Rarely | 27 | 24 | 58 900 | |
| Never | 15 | 12 | 29 400 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 13 | 31 900 |
| 5-6 days a week | 9 | 11 | 27 000 | |
| 1-4 days a week | 21 | 24 | 58 900 | |
| Monthly | 14 | 14 | 34 300 | |
| Rarely | 23 | 22 | 54 000 | |
| Never | 16 | 15 | 36 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 12 300 |
| 5-6 days a week | 3 | 3 | 7 400 | |
| 1-4 days a week | 11 | 13 | 31 900 | |
| Monthly | 14 | 14 | 34 300 | |
| Rarely | 27 | 30 | 73 600 | |
| Never | 36 | 33 | 80 900 | |
| Can not say | 2 | 2 | 4 900 | |
| User frequency and following: Social media | Daily | 59 | 54 | 132 500 |
| 5-6 days a week | 8 | 9 | 22 100 | |
| 1-4 days a week | 8 | 10 | 24 500 | |
| Monthly | 3 | 3 | 7 400 | |
| Rarely | 6 | 6 | 14 700 | |
| Never | 16 | 17 | 41 700 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 11 | 27 000 |
| 5-6 days a week | 6 | 5 | 12 300 | |
| 1-4 days a week | 13 | 14 | 34 300 | |
| Monthly | 8 | 8 | 19 600 | |
| Rarely | 20 | 22 | 54 000 | |
| Never | 38 | 40 | 98 100 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 164 400 |
| 5-6 days a week | 11 | 11 | 27 000 | |
| 1-4 days a week | 9 | 10 | 24 500 | |
| Monthly | 3 | 2 | 4 900 | |
| Rarely | 2 | 3 | 7 400 | |
| Never | 6 | 7 | 17 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 23 | 56 400 |
| 5-6 days a week | 6 | 7 | 17 200 | |
| 1-4 days a week | 14 | 16 | 39 200 | |
| Monthly | 22 | 23 | 56 400 | |
| Rarely | 34 | 27 | 66 200 | |
| Never | 7 | 5 | 12 300 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 7 400 |
| 5-6 days a week | 1 | 2 | 4 900 | |
| 1-4 days a week | 4 | 5 | 12 300 | |
| Monthly | 7 | 8 | 19 600 | |
| Rarely | 30 | 30 | 73 600 | |
| Never | 53 | 50 | 122 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 14 700 |
| 5-6 days a week | 3 | 3 | 7 400 | |
| 1-4 days a week | 6 | 6 | 14 700 | |
| Monthly | 8 | 8 | 19 600 | |
| Rarely | 23 | 22 | 54 000 | |
| Never | 54 | 54 | 132 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 20 | 49 100 |
| 5-6 days a week | 9 | 10 | 24 500 | |
| 1-4 days a week | 23 | 22 | 54 000 | |
| Monthly | 21 | 21 | 51 500 | |
| Rarely | 17 | 16 | 39 200 | |
| Never | 10 | 11 | 27 000 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 9 800 |
| 5-6 days a week | 2 | 3 | 7 400 | |
| 1-4 days a week | 8 | 10 | 24 500 | |
| Monthly | 8 | 9 | 22 100 | |
| Rarely | 12 | 13 | 31 900 | |
| Never | 59 | 52 | 127 600 | |
| Cant say / No answer | 6 | 7 | 17 200 | |
| Usage/following: Facebook | Daily | 39 | 36 | 88 300 |
| 5-6 days a week | 8 | 9 | 22 100 | |
| 1-4 days a week | 11 | 12 | 29 400 | |
| Monthly | 6 | 6 | 14 700 | |
| Rarely | 9 | 10 | 24 500 | |
| Never | 22 | 22 | 54 000 | |
| Cant say / No answer | 4 | 5 | 12 300 | |
| Usage/Following: Instagram | Daily | 32 | 27 | 66 200 |
| 5-6 days a week | 7 | 6 | 14 700 | |
| 1-4 days a week | 9 | 10 | 24 500 | |
| Monthly | 5 | 5 | 12 300 | |
| Rarely | 9 | 11 | 27 000 | |
| Never | 33 | 35 | 85 900 | |
| Cant say / No answer | 5 | 5 | 12 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 10 | 24 500 |
| 5-6 days a week | 2 | 2 | 4 900 | |
| 1-4 days a week | 3 | 2 | 4 900 | |
| Monthly | 2 | 2 | 4 900 | |
| Rarely | 5 | 5 | 12 300 | |
| Never | 69 | 73 | 179 100 | |
| Cant say / No answer | 5 | 6 | 14 700 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 12 300 |
| 5-6 days a week | 2 | 3 | 7 400 | |
| 1-4 days a week | 4 | 6 | 14 700 | |
| Monthly | 5 | 5 | 12 300 | |
| Rarely | 11 | 11 | 27 000 | |
| Never | 68 | 66 | 161 900 | |
| Cant say / No answer | 5 | 6 | 14 700 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 17 200 |
| 5-6 days a week | 3 | 2 | 4 900 | |
| 1-4 days a week | 4 | 3 | 7 400 | |
| Monthly | 3 | 3 | 7 400 | |
| Rarely | 8 | 7 | 17 200 | |
| Never | 68 | 73 | 179 100 | |
| Cant say / No answer | 4 | 6 | 14 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 31 900 |
| Partially agree | 43 | 40 | 98 100 | |
| Partially disagree | 30 | 33 | 80 900 | |
| Completely disagree | 10 | 11 | 27 000 | |
| Can not say | 3 | 3 | 7 400 | |
| I prefer domestic products | Completely agree | 33 | 34 | 83 400 |
| Partially agree | 55 | 56 | 137 400 | |
| Partially disagree | 9 | 8 | 19 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 20 | 49 100 |
| Partially agree | 54 | 57 | 139 800 | |
| Partially disagree | 18 | 16 | 39 200 | |
| Completely disagree | 4 | 4 | 9 800 | |
| Can not say | 3 | 3 | 7 400 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 27 | 66 200 |
| Partially agree | 58 | 58 | 142 300 | |
| Partially disagree | 15 | 13 | 31 900 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 24 500 |
| Partially agree | 48 | 45 | 110 400 | |
| Partially disagree | 33 | 38 | 93 200 | |
| Completely disagree | 5 | 6 | 14 700 | |
| Can not say | 2 | 1 | 2 500 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 33 | 80 900 |
| Partially agree | 50 | 53 | 130 000 | |
| Partially disagree | 9 | 10 | 24 500 | |
| Completely disagree | 2 | 3 | 7 400 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 14 700 |
| Partially agree | 24 | 25 | 61 300 | |
| Partially disagree | 38 | 38 | 93 200 | |
| Completely disagree | 24 | 21 | 51 500 | |
| Can not say | 9 | 10 | 24 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 9 800 |
| Partially agree | 36 | 36 | 88 300 | |
| Partially disagree | 45 | 46 | 112 800 | |
| Completely disagree | 11 | 10 | 24 500 | |
| Can not say | 4 | 4 | 9 800 | |
| I prefer local shops and services | Completely agree | 27 | 29 | 71 100 |
| Partially agree | 58 | 59 | 144 700 | |
| Partially disagree | 11 | 10 | 24 500 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 9 800 |
| Partially agree | 28 | 28 | 68 700 | |
| Partially disagree | 29 | 29 | 71 100 | |
| Completely disagree | 32 | 34 | 83 400 | |
| Can not say | 7 | 5 | 12 300 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 19 600 |
| Partially agree | 32 | 34 | 83 400 | |
| Partially disagree | 37 | 36 | 88 300 | |
| Completely disagree | 20 | 19 | 46 600 | |
| Can not say | 2 | 2 | 4 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 41 700 |
| Partially agree | 50 | 51 | 125 100 | |
| Partially disagree | 24 | 23 | 56 400 | |
| Completely disagree | 6 | 6 | 14 700 | |
| Can not say | 4 | 3 | 7 400 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 46 600 |
| Partially agree | 51 | 54 | 132 500 | |
| Partially disagree | 22 | 20 | 49 100 | |
| Completely disagree | 6 | 5 | 12 300 | |
| Can not say | 3 | 2 | 4 900 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 29 400 |
| Partially agree | 58 | 60 | 147 200 | |
| Partially disagree | 21 | 19 | 46 600 | |
| Completely disagree | 5 | 6 | 14 700 | |
| Can not say | 3 | 3 | 7 400 | |
| I prefer used products in my purchases | Completely agree | 14 | 12 | 29 400 |
| Partially agree | 41 | 39 | 95 700 | |
| Partially disagree | 31 | 32 | 78 500 | |
| Completely disagree | 12 | 12 | 29 400 | |
| Can not say | 3 | 4 | 9 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 34 300 |
| Quite positively | 61 | 61 | 149 600 | |
| Quite negatively | 16 | 16 | 39 200 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 4 | 9 800 | |
| Magazines | Very positive | 13 | 13 | 31 900 |
| Quite positively | 60 | 60 | 147 200 | |
| Quite negatively | 17 | 17 | 41 700 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 5 | 12 300 | |
| Free and local newspapers | Very positive | 24 | 24 | 58 900 |
| Quite positively | 56 | 56 | 137 400 | |
| Quite negatively | 11 | 11 | 27 000 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 5 | 12 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 200 |
| Quite positively | 45 | 46 | 112 800 | |
| Quite negatively | 30 | 31 | 76 000 | |
| Very negative | 10 | 9 | 22 100 | |
| Can not say | 8 | 8 | 19 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 12 300 |
| Quite positively | 33 | 31 | 76 000 | |
| Quite negatively | 32 | 33 | 80 900 | |
| Very negative | 17 | 18 | 44 200 | |
| Can not say | 12 | 13 | 31 900 | |
| Blogs | Very positive | 4 | 3 | 7 400 |
| Quite positively | 25 | 22 | 54 000 | |
| Quite negatively | 29 | 29 | 71 100 | |
| Very negative | 16 | 18 | 44 200 | |
| Can not say | 26 | 28 | 68 700 | |
| Newsletters to email | Very positive | 2 | 2 | 4 900 |
| Quite positively | 17 | 16 | 39 200 | |
| Quite negatively | 34 | 35 | 85 900 | |
| Very negative | 43 | 44 | 107 900 | |
| Can not say | 4 | 3 | 7 400 | |
| Other websites | Very positive | 3 | 3 | 7 400 |
| Quite positively | 38 | 37 | 90 800 | |
| Quite negatively | 34 | 34 | 83 400 | |
| Very negative | 14 | 14 | 34 300 | |
| Can not say | 11 | 12 | 29 400 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 17 200 |
| Quite positively | 46 | 46 | 112 800 | |
| Quite negatively | 29 | 29 | 71 100 | |
| Very negative | 13 | 13 | 31 900 | |
| Can not say | 4 | 4 | 9 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 9 800 |
| Quite positively | 35 | 35 | 85 900 | |
| Quite negatively | 33 | 35 | 85 900 | |
| Very negative | 20 | 19 | 46 600 | |
| Can not say | 7 | 7 | 17 200 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 17 | 41 700 |
| Quite positively | 46 | 47 | 115 300 | |
| Quite negatively | 17 | 17 | 41 700 | |
| Very negative | 14 | 15 | 36 800 | |
| Can not say | 5 | 4 | 9 800 | |
| Out-of-home advertising | Very positive | 11 | 12 | 29 400 |
| Quite positively | 52 | 52 | 127 600 | |
| Quite negatively | 21 | 20 | 49 100 | |
| Very negative | 9 | 9 | 22 100 | |
| Can not say | 8 | 7 | 17 200 | 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 | 54 000 |
| Partially agree | 60 | 60 | 147 200 | |
| Partially disagree | 11 | 10 | 24 500 | |
| Completely disagree | 3 | 3 | 7 400 | |
| Can not say | 9 | 6 | 14 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 44 200 |
| Partially agree | 57 | 58 | 142 300 | |
| Partially disagree | 14 | 14 | 34 300 | |
| Completely disagree | 5 | 4 | 9 800 | |
| Can not say | 8 | 7 | 17 200 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 27 | 66 200 |
| Partially agree | 46 | 46 | 112 800 | |
| Partially disagree | 12 | 10 | 24 500 | |
| Completely disagree | 5 | 5 | 12 300 | |
| Can not say | 15 | 13 | 31 900 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 38 | 93 200 |
| Partially agree | 49 | 47 | 115 300 | |
| Partially disagree | 7 | 6 | 14 700 | |
| Completely disagree | 2 | 2 | 4 900 | |
| Can not say | 10 | 7 | 17 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 49 100 |
| Partially agree | 51 | 53 | 130 000 | |
| Partially disagree | 14 | 11 | 27 000 | |
| Completely disagree | 3 | 2 | 4 900 | |
| Can not say | 16 | 14 | 34 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 29 400 |
| Partially agree | 52 | 54 | 132 500 | |
| Partially disagree | 18 | 16 | 39 200 | |
| Completely disagree | 3 | 3 | 7 400 | |
| Can not say | 17 | 14 | 34 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 66 200 |
| Partially agree | 58 | 58 | 142 300 | |
| Partially disagree | 9 | 8 | 19 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 7 | 17 200 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 17 200 |
| Partially agree | 25 | 25 | 61 300 | |
| Partially disagree | 23 | 23 | 56 400 | |
| Completely disagree | 36 | 36 | 88 300 | |
| Can not say | 10 | 8 | 19 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 49 100 |
| Partially agree | 33 | 33 | 80 900 | |
| Partially disagree | 29 | 28 | 68 700 | |
| Completely disagree | 17 | 16 | 39 200 | |
| Can not say | 5 | 3 | 7 400 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 7 | 17 200 |
| Partially agree | 45 | 44 | 107 900 | |
| Partially disagree | 28 | 29 | 71 100 | |
| Completely disagree | 10 | 12 | 29 400 | |
| Can not say | 10 | 8 | 19 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 24 500 |
| Partially agree | 35 | 35 | 85 900 | |
| Partially disagree | 23 | 23 | 56 400 | |
| Completely disagree | 23 | 24 | 58 900 | |
| Can not say | 9 | 8 | 19 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 19 600 |
| Partially agree | 33 | 33 | 80 900 | |
| Partially disagree | 27 | 27 | 66 200 | |
| Completely disagree | 24 | 24 | 58 900 | |
| Can not say | 8 | 8 | 19 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 13 | 31 900 |
| Partially agree | 50 | 51 | 125 100 | |
| Partially disagree | 19 | 19 | 46 600 | |
| Completely disagree | 13 | 13 | 31 900 | |
| Can not say | 5 | 4 | 9 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 19 600 |
| Partially agree | 29 | 28 | 68 700 | |
| Partially disagree | 27 | 26 | 63 800 | |
| Completely disagree | 29 | 32 | 78 500 | |
| Can not say | 7 | 6 | 14 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 500 |
| Partially agree | 18 | 14 | 34 300 | |
| Partially disagree | 33 | 33 | 80 900 | |
| Completely disagree | 38 | 42 | 103 000 | |
| Can not say | 10 | 9 | 22 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 14 | 34 300 |
| Partially agree | 41 | 42 | 103 000 | |
| Partially disagree | 23 | 24 | 58 900 | |
| Completely disagree | 12 | 13 | 31 900 | |
| Can not say | 8 | 7 | 17 200 | 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 | 16 | 39 200 |
| Newspapers | 12 | 15 | 36 800 | |
| Magazine websites | 7 | 11 | 27 000 | |
| Newspaper websites | 8 | 11 | 27 000 | |
| Blogs | 3 | 4 | 9 800 | |
| Social media | 16 | 14 | 34 300 | |
| Other websites | 44 | 45 | 110 400 | |
| Television | 11 | 12 | 29 400 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 10 | 10 | 24 500 | |
| None of these | 39 | 37 | 90 800 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 17 | 41 700 |
| Newspapers | 15 | 18 | 44 200 | |
| Magazine websites | 9 | 11 | 27 000 | |
| Newspaper websites | 11 | 12 | 29 400 | |
| Blogs | 6 | 7 | 17 200 | |
| Social media | 28 | 25 | 61 300 | |
| Other websites | 50 | 52 | 127 600 | |
| Television | 19 | 17 | 41 700 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 35 | 32 | 78 500 | |
| None of these | 16 | 16 | 39 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 19 | 46 600 |
| Newspapers | 8 | 10 | 24 500 | |
| Magazine websites | 10 | 10 | 24 500 | |
| Newspaper websites | 7 | 6 | 14 700 | |
| Blogs | 7 | 6 | 14 700 | |
| Social media | 31 | 24 | 58 900 | |
| Other websites | 17 | 15 | 36 800 | |
| Television | 14 | 14 | 34 300 | |
| Radio | 2 | 3 | 7 400 | |
| Direct mail | 17 | 16 | 39 200 | |
| None of these | 43 | 49 | 120 200 | |
| Information sources, travel | Print magazines | 16 | 19 | 46 600 |
| Newspapers | 15 | 19 | 46 600 | |
| Magazine websites | 10 | 11 | 27 000 | |
| Newspaper websites | 11 | 14 | 34 300 | |
| Blogs | 12 | 12 | 29 400 | |
| Social media | 38 | 33 | 80 900 | |
| Other websites | 49 | 52 | 127 600 | |
| Television | 17 | 17 | 41 700 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 9 | 8 | 19 600 | |
| None of these | 25 | 23 | 56 400 | |
| Information sources, style and fashion | Print magazines | 22 | 23 | 56 400 |
| Newspapers | 11 | 13 | 31 900 | |
| Magazine websites | 12 | 12 | 29 400 | |
| Newspaper websites | 8 | 9 | 22 100 | |
| Blogs | 9 | 8 | 19 600 | |
| Social media | 37 | 31 | 76 000 | |
| Other websites | 34 | 34 | 83 400 | |
| Television | 18 | 17 | 41 700 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 25 | 23 | 56 400 | |
| None of these | 28 | 32 | 78 500 | |
| Information sources, building and renovating | Print magazines | 17 | 20 | 49 100 |
| Newspapers | 13 | 16 | 39 200 | |
| Magazine websites | 9 | 10 | 24 500 | |
| Newspaper websites | 9 | 10 | 24 500 | |
| Blogs | 7 | 8 | 19 600 | |
| Social media | 26 | 21 | 51 500 | |
| Other websites | 33 | 36 | 88 300 | |
| Television | 18 | 18 | 44 200 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 27 | 26 | 63 800 | |
| None of these | 31 | 31 | 76 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 40 | 98 100 |
| Newspapers | 25 | 31 | 76 000 | |
| Magazine websites | 21 | 24 | 58 900 | |
| Newspaper websites | 23 | 25 | 61 300 | |
| Blogs | 14 | 14 | 34 300 | |
| Social media | 45 | 38 | 93 200 | |
| Other websites | 32 | 32 | 78 500 | |
| Television | 29 | 29 | 71 100 | |
| Radio | 7 | 7 | 17 200 | |
| Direct mail | 26 | 26 | 63 800 | |
| None of these | 11 | 13 | 31 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 7 | 17 200 |
| Newspapers | 10 | 10 | 24 500 | |
| Magazine websites | 3 | 3 | 7 400 | |
| Newspaper websites | 5 | 6 | 14 700 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 10 | 24 500 | |
| Other websites | 27 | 27 | 66 200 | |
| Television | 12 | 11 | 27 000 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 16 | 15 | 36 800 | |
| None of these | 52 | 52 | 127 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 27 | 66 200 |
| Newspapers | 14 | 16 | 39 200 | |
| Magazine websites | 11 | 12 | 29 400 | |
| Newspaper websites | 9 | 9 | 22 100 | |
| Blogs | 7 | 7 | 17 200 | |
| Social media | 31 | 27 | 66 200 | |
| Other websites | 31 | 30 | 73 600 | |
| Television | 19 | 17 | 41 700 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 31 | 29 | 71 100 | |
| None of these | 24 | 26 | 63 800 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 29 400 |
| Newspapers | 11 | 15 | 36 800 | |
| Magazine websites | 6 | 8 | 19 600 | |
| Newspaper websites | 11 | 12 | 29 400 | |
| Blogs | 7 | 8 | 19 600 | |
| Social media | 22 | 20 | 49 100 | |
| Other websites | 32 | 35 | 85 900 | |
| Television | 8 | 7 | 17 200 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 4 | 4 | 9 800 | |
| None of these | 44 | 41 | 100 600 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 39 200 |
| Newspapers | 13 | 15 | 36 800 | |
| Magazine websites | 8 | 8 | 19 600 | |
| Newspaper websites | 9 | 10 | 24 500 | |
| Blogs | 5 | 5 | 12 300 | |
| Social media | 26 | 22 | 54 000 | |
| Other websites | 39 | 39 | 95 700 | |
| Television | 13 | 12 | 29 400 | |
| Radio | 3 | 2 | 4 900 | |
| Direct mail | 15 | 13 | 31 900 | |
| None of these | 36 | 38 | 93 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 14 | 34 300 |
| Newspapers | 16 | 18 | 44 200 | |
| Magazine websites | 7 | 8 | 19 600 | |
| Newspaper websites | 9 | 10 | 24 500 | |
| Blogs | 5 | 5 | 12 300 | |
| Social media | 26 | 21 | 51 500 | |
| Other websites | 42 | 43 | 105 500 | |
| Television | 14 | 13 | 31 900 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 30 | 30 | 73 600 | |
| None of these | 28 | 29 | 71 100 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 26 | 63 800 |
| Well-being and health | 50 | 51 | 125 100 | |
| Charity work | 13 | 15 | 36 800 | |
| Self development | 32 | 35 | 85 900 | |
| Celebrities | 14 | 12 | 29 400 | |
| Fishing | 16 | 16 | 39 200 | |
| Beauty care and cosmetics | 16 | 11 | 27 000 | |
| Literature | 27 | 40 | 98 100 | |
| Domestic and foreign news | 52 | 63 | 154 500 | |
| Domestic travel | 32 | 32 | 78 500 | |
| Culture | 33 | 45 | 110 400 | |
| Crafts | 25 | 22 | 54 000 | |
| Nature and going outdoor | 52 | 61 | 149 600 | |
| Hunting | 10 | 10 | 24 500 | |
| Style and fashion | 20 | 17 | 41 700 | |
| Music and concerts | 36 | 42 | 103 000 | |
| Going on summer cottage | 29 | 26 | 63 800 | |
| Local affairs | 55 | 56 | 137 400 | |
| Computer/console/mobile playing | 17 | 20 | 49 100 | |
| Politics | 42 | 55 | 134 900 | |
| Gardening and plants | 30 | 34 | 83 400 | |
| Building and renovating | 34 | 37 | 90 800 | |
| Food and drink | 38 | 39 | 95 700 | |
| Cooking, baking, recipes | 38 | 37 | 90 800 | |
| Investment | 23 | 27 | 66 200 | |
| Decorating | 28 | 23 | 56 400 | |
| Economic and finances | 35 | 41 | 100 600 | |
| Science | 35 | 74 | 181 500 | |
| Travelling abroad | 34 | 31 | 76 000 | |
| Sports, exercising | 45 | 44 | 107 900 | |
| Sailing, boating | 10 | 11 | 27 000 | |
| Consumer electronics and information technology | 21 | 33 | 80 900 | |
| Environmental matters | 31 | 41 | 100 600 | |
| 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 | 4 900 |
| Buying an apartment | 11 | 11 | 27 000 | |
| Home renovation | 27 | 28 | 68 700 | |
| Buying a car | 27 | 27 | 66 200 | |
| Buying a boat | 3 | 2 | 4 900 | |
| None of these | 51 | 50 | 122 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 43 | 105 500 |
| Repair and construction products | 39 | 41 | 100 600 | |
| Domestic appliances | 38 | 40 | 98 100 | |
| Electronics or IT products | 49 | 53 | 130 000 | |
| Cars | 19 | 19 | 46 600 | |
| Clothing and footwear | 84 | 85 | 208 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 37 | 90 800 | |
| Sports clothing, footwear or equipment | 58 | 60 | 147 200 | |
| Saving or investing products or services | 29 | 34 | 83 400 | |
| Cosmetics and beauty products | 49 | 45 | 110 400 | |
| Mobile phones | 29 | 27 | 66 200 | |
| Travels | 50 | 53 | 130 000 | |
| Products and services for health and well-being | 61 | 62 | 152 100 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 29 | 71 100 |
| Repair and construction products | 33 | 35 | 85 900 | |
| Domestic appliances | 18 | 19 | 46 600 | |
| Electronics or IT products | 27 | 31 | 76 000 | |
| Cars | 14 | 13 | 31 900 | |
| Clothing and footwear | 67 | 68 | 166 800 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 29 | 71 100 | |
| Sports clothing, footwear or equipment | 44 | 43 | 105 500 | |
| Saving or investing products or services | 24 | 28 | 68 700 | |
| Cosmetics and beauty products | 38 | 34 | 83 400 | |
| Mobile phones | 16 | 16 | 39 200 | |
| Travels | 46 | 49 | 120 200 | |
| Products and services for health and well-being | 49 | 52 | 127 600 | |
| None of the above | 6 | 5 | 12 300 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 19 600 |
| Insurance company | 11 | 12 | 29 400 | |
| electric company | 17 | 18 | 44 200 | |
| Internet Connection | 10 | 10 | 24 500 | |
| Phone-subscription | 14 | 16 | 39 200 | |
| None of the above | 48 | 49 | 120 200 | |
| Can not say | 18 | 14 | 34 300 | |
| Uses of extra money | Magazines, books, movies | 16 | 21 | 51 500 |
| Eating, drinking, partying in a restaurant | 35 | 35 | 85 900 | |
| Exercise hobbies and equipment | 28 | 29 | 71 100 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 39 | 95 700 | |
| Renovation, decoration | 23 | 22 | 54 000 | |
| Health services and one's own well-being | 22 | 22 | 54 000 | |
| Travelling | 44 | 47 | 115 300 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 16 | 39 200 | |
| Clothes, shoes and bags | 22 | 18 | 44 200 | |
| Home services (cleaning and other housekeeping services) | 5 | 6 | 14 700 | |
| Car, boat, motorcycle | 11 | 12 | 29 400 | |
| Cosmetics and beauty care | 12 | 10 | 24 500 | |
| Saving, investing | 49 | 51 | 125 100 | |
| Other | 8 | 9 | 22 100 | |
| There is no extra money after mandatory expenses | 8 | 6 | 14 700 | |
| Can not say | 3 | 3 | 7 400 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 398 800
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 39 | 100 600 |
| Men | 49 | 61 | 144 700 | |
| Native language | Finnish | 95 | 98 | 242 800 |
| Swedish | 5 | 2 | 2 500 | |
| Age | 15-24 y | 13 | 12 | 24 500 |
| 25-34 y | 14 | 14 | 27 000 | |
| 35-44 y | 14 | 17 | 31 900 | |
| 45-54 y | 14 | 15 | 36 800 | |
| 55-64 y | 15 | 15 | 36 800 | |
| 65+ y | 30 | 27 | 88 300 | |
| Gender + age | Female 15-29 years | 9 | 7 | 14 700 |
| Female 30-49 years | 14 | 13 | 27 000 | |
| Female 50+ years | 28 | 19 | 58 900 | |
| Male 15-29 years | 10 | 10 | 19 600 | |
| Male 30-49 years | 15 | 21 | 41 700 | |
| Male 50+ years | 24 | 30 | 83 400 | |
| Household position | Lives at home with parents | 7 | 6 | 14 700 |
| Lives alone | 29 | 29 | 68 700 | |
| Lives with spouse | 36 | 35 | 93 200 | |
| Lives with spouse and children | 24 | 24 | 56 400 | |
| Single parent | 2 | 3 | 4 900 | |
| Other | 3 | 3 | 7 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 18 | 54 000 |
| No | 39 | 39 | 107 900 | |
| No answer (under 45 year olds) | 41 | 43 | 83 400 | |
| Education | Elementary school | 4 | 3 | 7 400 |
| Secondary school | 6 | 5 | 12 300 | |
| Vocational | 27 | 19 | 41 700 | |
| High school | 13 | 13 | 27 000 | |
| University of Applied Sciences | 20 | 20 | 46 600 | |
| University | 28 | 39 | 103 000 | |
| Something else | 2 | 1 | 4 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 92 | 228 100 |
| No | 6 | 7 | 17 200 | |
| Can not say | 1 | 1 | 2 500 | |
| Use of glasses or contact lenses | Yes | 68 | 68 | 179 100 |
| No | 32 | 32 | 66 200 | |
| Size of the household | 1 pers | 28 | 28 | 66 200 |
| 2 pers | 38 | 38 | 103 000 | |
| 3 pers | 14 | 14 | 31 900 | |
| 4 pers | 12 | 13 | 29 400 | |
| 5+ pers | 7 | 7 | 14 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 11 | 24 500 |
| 20 000 - 35 000 € /y | 17 | 11 | 29 400 | |
| 35 001 - 50 000 € /y | 18 | 16 | 41 700 | |
| 50 001 - 85 000 € /y | 21 | 23 | 58 900 | |
| 85 001 - 100 000 € /y | 8 | 9 | 22 100 | |
| Over 100 000 € /y | 10 | 15 | 39 200 | |
| Dont want to tell | 5 | 4 | 9 800 | |
| Cant say / No answer | 10 | 9 | 22 100 | |
| Family with kids | Yes | 32 | 33 | 73 600 |
| No | 68 | 67 | 171 700 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 27 000 |
| 2 children | 13 | 13 | 29 400 | |
| 3 children | 5 | 5 | 12 300 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 67 | 171 700 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 15 | 31 900 |
| Dog | 26 | 24 | 54 000 | |
| Some other pet | 5 | 5 | 9 800 | |
| No pets | 61 | 63 | 161 900 | |
| Health services used in the household | Public health services | 85 | 83 | 208 500 |
| Employer - funded health care services | 50 | 54 | 117 700 | |
| Private, self-funded healthcare services | 39 | 41 | 110 400 | |
| Private health insurance services | 26 | 29 | 66 200 | |
| No health care | 1 | 1 | 0 | |
| Can not say | 1 | 1 | 2 500 | |
| Housing | Apartment | 32 | 36 | 83 400 |
| Row house or semi-detached house | 17 | 18 | 44 200 | |
| Detached house | 46 | 42 | 105 500 | |
| Farm | 4 | 3 | 9 800 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 76 | 196 200 |
| Rented residence | 20 | 21 | 44 200 | |
| Right of residence apartment | 2 | 2 | 2 500 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 120 200 |
| No | 58 | 54 | 122 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 47 | 117 700 |
| Two cars | 30 | 30 | 76 000 | |
| Three or more cars | 10 | 8 | 17 200 | |
| No car | 14 | 15 | 34 300 | |
| Type of car, if buying now | New | 21 | 24 | 66 200 |
| Used | 70 | 69 | 161 900 | |
| Company car | 5 | 6 | 12 300 | |
| Leasing (personal) | 9 | 11 | 24 500 | |
| Shared car | 3 | 3 | 7 400 | |
| Doesn't use a car | 8 | 8 | 19 600 | |
| Can not say | 5 | 5 | 12 300 | |
| Advertising ban at the door / mailbox | Yes | 27 | 30 | 68 700 |
| No | 72 | 69 | 174 200 | |
| Can not say | 1 | 1 | 2 500 | |
| Using AdBlocker or similar application | Yes | 19 | 23 | 49 100 |
| No | 76 | 72 | 181 500 | |
| Can not say | 5 | 5 | 14 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 25 | 61 300 |
| Turku or Tampere | 8 | 10 | 24 500 | |
| Oulu | 4 | 5 | 12 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 36 800 | |
| Urban municipality | 25 | 24 | 58 900 | |
| Conurbation | 16 | 12 | 29 400 | |
| Countryside | 13 | 9 | 24 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 14 | 46 600 |
| 5-6 days a week | 4 | 5 | 14 700 | |
| 1-4 days a week | 24 | 29 | 85 900 | |
| Monthly | 25 | 28 | 63 800 | |
| Rarely | 26 | 20 | 29 400 | |
| Never | 8 | 4 | 4 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 26 | 61 300 |
| 5-6 days a week | 5 | 8 | 17 200 | |
| 1-4 days a week | 20 | 26 | 61 300 | |
| Monthly | 15 | 16 | 34 300 | |
| Rarely | 23 | 17 | 49 100 | |
| Never | 13 | 6 | 22 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 27 | 85 900 |
| 5-6 days a week | 5 | 6 | 17 200 | |
| 1-4 days a week | 23 | 24 | 61 300 | |
| Monthly | 15 | 17 | 31 900 | |
| Rarely | 24 | 21 | 41 700 | |
| Never | 8 | 6 | 9 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 63 | 152 100 |
| 5-6 days a week | 9 | 11 | 27 000 | |
| 1-4 days a week | 17 | 14 | 34 300 | |
| Monthly | 6 | 4 | 9 800 | |
| Rarely | 8 | 5 | 14 700 | |
| Never | 5 | 2 | 7 400 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 9 800 |
| 5-6 days a week | 4 | 4 | 12 300 | |
| 1-4 days a week | 41 | 39 | 100 600 | |
| Monthly | 18 | 21 | 49 100 | |
| Rarely | 23 | 24 | 54 000 | |
| Never | 9 | 8 | 17 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 17 | 17 | 44 200 |
| 5-6 days a week | 10 | 12 | 29 400 | |
| 1-4 days a week | 30 | 32 | 76 000 | |
| Monthly | 21 | 21 | 49 100 | |
| Rarely | 15 | 14 | 34 300 | |
| Never | 6 | 4 | 12 300 | |
| Can not say | 1 | 0 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 15 | 31 900 |
| 5-6 days a week | 10 | 11 | 27 000 | |
| 1-4 days a week | 22 | 23 | 51 500 | |
| Monthly | 9 | 10 | 22 100 | |
| Rarely | 13 | 14 | 34 300 | |
| Never | 30 | 26 | 76 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 43 | 120 200 |
| 5-6 days a week | 10 | 10 | 27 000 | |
| 1-4 days a week | 19 | 20 | 46 600 | |
| Monthly | 12 | 13 | 24 500 | |
| Rarely | 12 | 11 | 24 500 | |
| Never | 3 | 2 | 4 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 31 | 80 900 |
| 5-6 days a week | 12 | 13 | 31 900 | |
| 1-4 days a week | 22 | 23 | 54 000 | |
| Monthly | 12 | 13 | 27 000 | |
| Rarely | 13 | 14 | 29 400 | |
| Never | 8 | 7 | 17 200 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 21 | 61 300 |
| 5-6 days a week | 6 | 7 | 17 200 | |
| 1-4 days a week | 16 | 18 | 44 200 | |
| Monthly | 13 | 15 | 36 800 | |
| Rarely | 27 | 25 | 58 900 | |
| Never | 15 | 13 | 29 400 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 31 900 |
| 5-6 days a week | 9 | 11 | 27 000 | |
| 1-4 days a week | 21 | 24 | 58 900 | |
| Monthly | 14 | 15 | 34 300 | |
| Rarely | 23 | 22 | 54 000 | |
| Never | 16 | 14 | 36 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 6 | 6 | 12 300 |
| 5-6 days a week | 3 | 4 | 7 400 | |
| 1-4 days a week | 11 | 14 | 31 900 | |
| Monthly | 14 | 15 | 34 300 | |
| Rarely | 27 | 29 | 73 600 | |
| Never | 36 | 31 | 80 900 | |
| Can not say | 2 | 2 | 4 900 | |
| User frequency and following: Social media | Daily | 59 | 58 | 132 500 |
| 5-6 days a week | 8 | 9 | 22 100 | |
| 1-4 days a week | 8 | 9 | 24 500 | |
| Monthly | 3 | 3 | 7 400 | |
| Rarely | 6 | 6 | 14 700 | |
| Never | 16 | 15 | 41 700 | |
| Can not say | 0 | 0 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 13 | 27 000 |
| 5-6 days a week | 6 | 6 | 12 300 | |
| 1-4 days a week | 13 | 15 | 34 300 | |
| Monthly | 8 | 8 | 19 600 | |
| Rarely | 20 | 21 | 54 000 | |
| Never | 38 | 35 | 98 100 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 71 | 164 400 |
| 5-6 days a week | 11 | 10 | 27 000 | |
| 1-4 days a week | 9 | 9 | 24 500 | |
| Monthly | 3 | 2 | 4 900 | |
| Rarely | 2 | 2 | 7 400 | |
| Never | 6 | 6 | 17 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 19 | 56 400 |
| 5-6 days a week | 6 | 7 | 17 200 | |
| 1-4 days a week | 14 | 16 | 39 200 | |
| Monthly | 22 | 23 | 56 400 | |
| Rarely | 34 | 30 | 66 200 | |
| Never | 7 | 5 | 12 300 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 7 400 |
| 5-6 days a week | 1 | 2 | 4 900 | |
| 1-4 days a week | 4 | 5 | 12 300 | |
| Monthly | 7 | 9 | 19 600 | |
| Rarely | 30 | 33 | 73 600 | |
| Never | 53 | 48 | 122 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 14 700 |
| 5-6 days a week | 3 | 3 | 7 400 | |
| 1-4 days a week | 6 | 6 | 14 700 | |
| Monthly | 8 | 8 | 19 600 | |
| Rarely | 23 | 24 | 54 000 | |
| Never | 54 | 52 | 132 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 22 | 49 100 |
| 5-6 days a week | 9 | 10 | 24 500 | |
| 1-4 days a week | 23 | 24 | 54 000 | |
| Monthly | 21 | 21 | 51 500 | |
| Rarely | 17 | 14 | 39 200 | |
| Never | 10 | 8 | 27 000 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 5 | 9 800 |
| 5-6 days a week | 2 | 4 | 7 400 | |
| 1-4 days a week | 8 | 11 | 24 500 | |
| Monthly | 8 | 10 | 22 100 | |
| Rarely | 12 | 15 | 31 900 | |
| Never | 59 | 50 | 127 600 | |
| Cant say / No answer | 6 | 5 | 17 200 | |
| Usage/following: Facebook | Daily | 39 | 38 | 88 300 |
| 5-6 days a week | 8 | 9 | 22 100 | |
| 1-4 days a week | 11 | 12 | 29 400 | |
| Monthly | 6 | 6 | 14 700 | |
| Rarely | 9 | 10 | 24 500 | |
| Never | 22 | 21 | 54 000 | |
| Cant say / No answer | 4 | 4 | 12 300 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 66 200 |
| 5-6 days a week | 7 | 7 | 14 700 | |
| 1-4 days a week | 9 | 10 | 24 500 | |
| Monthly | 5 | 5 | 12 300 | |
| Rarely | 9 | 11 | 27 000 | |
| Never | 33 | 32 | 85 900 | |
| Cant say / No answer | 5 | 4 | 12 300 | |
| Usage/following rate: Snapchat | Daily | 15 | 13 | 24 500 |
| 5-6 days a week | 2 | 2 | 4 900 | |
| 1-4 days a week | 3 | 3 | 4 900 | |
| Monthly | 2 | 2 | 4 900 | |
| Rarely | 5 | 5 | 12 300 | |
| Never | 69 | 71 | 179 100 | |
| Cant say / No answer | 5 | 5 | 14 700 | |
| Usage/Following: Twitter | Daily | 5 | 6 | 12 300 |
| 5-6 days a week | 2 | 3 | 7 400 | |
| 1-4 days a week | 4 | 6 | 14 700 | |
| Monthly | 5 | 5 | 12 300 | |
| Rarely | 11 | 12 | 27 000 | |
| Never | 68 | 64 | 161 900 | |
| Cant say / No answer | 5 | 5 | 14 700 | |
| Usage/Following: TikTok | Daily | 10 | 9 | 17 200 |
| 5-6 days a week | 3 | 2 | 4 900 | |
| 1-4 days a week | 4 | 4 | 7 400 | |
| Monthly | 3 | 3 | 7 400 | |
| Rarely | 8 | 8 | 17 200 | |
| Never | 68 | 70 | 179 100 | |
| Cant say / No answer | 4 | 5 | 14 700 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 31 900 |
| Partially agree | 43 | 42 | 98 100 | |
| Partially disagree | 30 | 32 | 80 900 | |
| Completely disagree | 10 | 10 | 27 000 | |
| Can not say | 3 | 3 | 7 400 | |
| I prefer domestic products | Completely agree | 33 | 33 | 83 400 |
| Partially agree | 55 | 55 | 137 400 | |
| Partially disagree | 9 | 10 | 19 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 20 | 49 100 |
| Partially agree | 54 | 55 | 139 800 | |
| Partially disagree | 18 | 18 | 39 200 | |
| Completely disagree | 4 | 4 | 9 800 | |
| Can not say | 3 | 3 | 7 400 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 26 | 66 200 |
| Partially agree | 58 | 58 | 142 300 | |
| Partially disagree | 15 | 14 | 31 900 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 24 500 |
| Partially agree | 48 | 46 | 110 400 | |
| Partially disagree | 33 | 36 | 93 200 | |
| Completely disagree | 5 | 6 | 14 700 | |
| Can not say | 2 | 2 | 2 500 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 35 | 80 900 |
| Partially agree | 50 | 52 | 130 000 | |
| Partially disagree | 9 | 9 | 24 500 | |
| Completely disagree | 2 | 3 | 7 400 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 14 700 |
| Partially agree | 24 | 27 | 61 300 | |
| Partially disagree | 38 | 38 | 93 200 | |
| Completely disagree | 24 | 21 | 51 500 | |
| Can not say | 9 | 9 | 24 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 9 800 |
| Partially agree | 36 | 36 | 88 300 | |
| Partially disagree | 45 | 45 | 112 800 | |
| Completely disagree | 11 | 10 | 24 500 | |
| Can not say | 4 | 4 | 9 800 | |
| I prefer local shops and services | Completely agree | 27 | 27 | 71 100 |
| Partially agree | 58 | 59 | 144 700 | |
| Partially disagree | 11 | 11 | 24 500 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 9 800 |
| Partially agree | 28 | 29 | 68 700 | |
| Partially disagree | 29 | 29 | 71 100 | |
| Completely disagree | 32 | 32 | 83 400 | |
| Can not say | 7 | 5 | 12 300 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 19 600 |
| Partially agree | 32 | 34 | 83 400 | |
| Partially disagree | 37 | 37 | 88 300 | |
| Completely disagree | 20 | 19 | 46 600 | |
| Can not say | 2 | 2 | 4 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 41 700 |
| Partially agree | 50 | 50 | 125 100 | |
| Partially disagree | 24 | 24 | 56 400 | |
| Completely disagree | 6 | 6 | 14 700 | |
| Can not say | 4 | 3 | 7 400 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 46 600 |
| Partially agree | 51 | 52 | 132 500 | |
| Partially disagree | 22 | 22 | 49 100 | |
| Completely disagree | 6 | 6 | 12 300 | |
| Can not say | 3 | 2 | 4 900 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 29 400 |
| Partially agree | 58 | 60 | 147 200 | |
| Partially disagree | 21 | 19 | 46 600 | |
| Completely disagree | 5 | 5 | 14 700 | |
| Can not say | 3 | 3 | 7 400 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 29 400 |
| Partially agree | 41 | 40 | 95 700 | |
| Partially disagree | 31 | 33 | 78 500 | |
| Completely disagree | 12 | 11 | 29 400 | |
| Can not say | 3 | 4 | 9 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 34 300 |
| Quite positively | 61 | 62 | 149 600 | |
| Quite negatively | 16 | 16 | 39 200 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 4 | 9 800 | |
| Magazines | Very positive | 13 | 13 | 31 900 |
| Quite positively | 60 | 61 | 147 200 | |
| Quite negatively | 17 | 17 | 41 700 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 5 | 12 300 | |
| Free and local newspapers | Very positive | 24 | 25 | 58 900 |
| Quite positively | 56 | 56 | 137 400 | |
| Quite negatively | 11 | 11 | 27 000 | |
| Very negative | 4 | 4 | 9 800 | |
| Can not say | 6 | 5 | 12 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 200 |
| Quite positively | 45 | 46 | 112 800 | |
| Quite negatively | 30 | 31 | 76 000 | |
| Very negative | 10 | 10 | 22 100 | |
| Can not say | 8 | 6 | 19 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 12 300 |
| Quite positively | 33 | 32 | 76 000 | |
| Quite negatively | 32 | 34 | 80 900 | |
| Very negative | 17 | 19 | 44 200 | |
| Can not say | 12 | 11 | 31 900 | |
| Blogs | Very positive | 4 | 4 | 7 400 |
| Quite positively | 25 | 24 | 54 000 | |
| Quite negatively | 29 | 30 | 71 100 | |
| Very negative | 16 | 18 | 44 200 | |
| Can not say | 26 | 24 | 68 700 | |
| Newsletters to email | Very positive | 2 | 2 | 4 900 |
| Quite positively | 17 | 16 | 39 200 | |
| Quite negatively | 34 | 35 | 85 900 | |
| Very negative | 43 | 45 | 107 900 | |
| Can not say | 4 | 2 | 7 400 | |
| Other websites | Very positive | 3 | 3 | 7 400 |
| Quite positively | 38 | 38 | 90 800 | |
| Quite negatively | 34 | 34 | 83 400 | |
| Very negative | 14 | 14 | 34 300 | |
| Can not say | 11 | 10 | 29 400 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 17 200 |
| Quite positively | 46 | 47 | 112 800 | |
| Quite negatively | 29 | 29 | 71 100 | |
| Very negative | 13 | 13 | 31 900 | |
| Can not say | 4 | 4 | 9 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 9 800 |
| Quite positively | 35 | 36 | 85 900 | |
| Quite negatively | 33 | 35 | 85 900 | |
| Very negative | 20 | 19 | 46 600 | |
| Can not say | 7 | 6 | 17 200 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 17 | 41 700 |
| Quite positively | 46 | 45 | 115 300 | |
| Quite negatively | 17 | 18 | 41 700 | |
| Very negative | 14 | 16 | 36 800 | |
| Can not say | 5 | 4 | 9 800 | |
| Out-of-home advertising | Very positive | 11 | 13 | 29 400 |
| Quite positively | 52 | 53 | 127 600 | |
| Quite negatively | 21 | 19 | 49 100 | |
| Very negative | 9 | 9 | 22 100 | |
| Can not say | 8 | 7 | 17 200 | 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 | 21 | 54 000 |
| Partially agree | 60 | 60 | 147 200 | |
| Partially disagree | 11 | 10 | 24 500 | |
| Completely disagree | 3 | 3 | 7 400 | |
| Can not say | 9 | 7 | 14 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 44 200 |
| Partially agree | 57 | 58 | 142 300 | |
| Partially disagree | 14 | 14 | 34 300 | |
| Completely disagree | 5 | 4 | 9 800 | |
| Can not say | 8 | 7 | 17 200 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 27 | 66 200 |
| Partially agree | 46 | 46 | 112 800 | |
| Partially disagree | 12 | 10 | 24 500 | |
| Completely disagree | 5 | 5 | 12 300 | |
| Can not say | 15 | 12 | 31 900 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 93 200 |
| Partially agree | 49 | 48 | 115 300 | |
| Partially disagree | 7 | 6 | 14 700 | |
| Completely disagree | 2 | 2 | 4 900 | |
| Can not say | 10 | 7 | 17 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 49 100 |
| Partially agree | 51 | 52 | 130 000 | |
| Partially disagree | 14 | 12 | 27 000 | |
| Completely disagree | 3 | 2 | 4 900 | |
| Can not say | 16 | 14 | 34 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 13 | 29 400 |
| Partially agree | 52 | 54 | 132 500 | |
| Partially disagree | 18 | 16 | 39 200 | |
| Completely disagree | 3 | 3 | 7 400 | |
| Can not say | 17 | 15 | 34 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 66 200 |
| Partially agree | 58 | 58 | 142 300 | |
| Partially disagree | 9 | 8 | 19 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 7 | 17 200 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 17 200 |
| Partially agree | 25 | 26 | 61 300 | |
| Partially disagree | 23 | 24 | 56 400 | |
| Completely disagree | 36 | 35 | 88 300 | |
| Can not say | 10 | 8 | 19 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 18 | 49 100 |
| Partially agree | 33 | 33 | 80 900 | |
| Partially disagree | 29 | 29 | 68 700 | |
| Completely disagree | 17 | 17 | 39 200 | |
| Can not say | 5 | 3 | 7 400 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 7 | 17 200 |
| Partially agree | 45 | 45 | 107 900 | |
| Partially disagree | 28 | 28 | 71 100 | |
| Completely disagree | 10 | 11 | 29 400 | |
| Can not say | 10 | 9 | 19 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 24 500 |
| Partially agree | 35 | 36 | 85 900 | |
| Partially disagree | 23 | 23 | 56 400 | |
| Completely disagree | 23 | 22 | 58 900 | |
| Can not say | 9 | 8 | 19 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 19 600 |
| Partially agree | 33 | 33 | 80 900 | |
| Partially disagree | 27 | 27 | 66 200 | |
| Completely disagree | 24 | 23 | 58 900 | |
| Can not say | 8 | 8 | 19 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 12 | 31 900 |
| Partially agree | 50 | 51 | 125 100 | |
| Partially disagree | 19 | 19 | 46 600 | |
| Completely disagree | 13 | 13 | 31 900 | |
| Can not say | 5 | 4 | 9 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 19 600 |
| Partially agree | 29 | 28 | 68 700 | |
| Partially disagree | 27 | 27 | 63 800 | |
| Completely disagree | 29 | 32 | 78 500 | |
| Can not say | 7 | 6 | 14 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 500 |
| Partially agree | 18 | 17 | 34 300 | |
| Partially disagree | 33 | 34 | 80 900 | |
| Completely disagree | 38 | 40 | 103 000 | |
| Can not say | 10 | 8 | 22 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 14 | 34 300 |
| Partially agree | 41 | 40 | 103 000 | |
| Partially disagree | 23 | 25 | 58 900 | |
| Completely disagree | 12 | 13 | 31 900 | |
| Can not say | 8 | 7 | 17 200 | 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 | 15 | 39 200 |
| Newspapers | 12 | 14 | 36 800 | |
| Magazine websites | 7 | 12 | 27 000 | |
| Newspaper websites | 8 | 12 | 27 000 | |
| Blogs | 3 | 4 | 9 800 | |
| Social media | 16 | 17 | 34 300 | |
| Other websites | 44 | 48 | 110 400 | |
| Television | 11 | 12 | 29 400 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 10 | 9 | 24 500 | |
| None of these | 39 | 36 | 90 800 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 41 700 |
| Newspapers | 15 | 16 | 44 200 | |
| Magazine websites | 9 | 13 | 27 000 | |
| Newspaper websites | 11 | 14 | 29 400 | |
| Blogs | 6 | 8 | 17 200 | |
| Social media | 28 | 30 | 61 300 | |
| Other websites | 50 | 56 | 127 600 | |
| Television | 19 | 18 | 41 700 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 35 | 31 | 78 500 | |
| None of these | 16 | 15 | 39 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 17 | 46 600 |
| Newspapers | 8 | 9 | 24 500 | |
| Magazine websites | 10 | 10 | 24 500 | |
| Newspaper websites | 7 | 7 | 14 700 | |
| Blogs | 7 | 7 | 14 700 | |
| Social media | 31 | 28 | 58 900 | |
| Other websites | 17 | 17 | 36 800 | |
| Television | 14 | 14 | 34 300 | |
| Radio | 2 | 3 | 7 400 | |
| Direct mail | 17 | 15 | 39 200 | |
| None of these | 43 | 48 | 120 200 | |
| Information sources, travel | Print magazines | 16 | 18 | 46 600 |
| Newspapers | 15 | 16 | 46 600 | |
| Magazine websites | 10 | 13 | 27 000 | |
| Newspaper websites | 11 | 15 | 34 300 | |
| Blogs | 12 | 14 | 29 400 | |
| Social media | 38 | 37 | 80 900 | |
| Other websites | 49 | 53 | 127 600 | |
| Television | 17 | 17 | 41 700 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 9 | 7 | 19 600 | |
| None of these | 25 | 23 | 56 400 | |
| Information sources, style and fashion | Print magazines | 22 | 21 | 56 400 |
| Newspapers | 11 | 11 | 31 900 | |
| Magazine websites | 12 | 13 | 29 400 | |
| Newspaper websites | 8 | 10 | 22 100 | |
| Blogs | 9 | 10 | 19 600 | |
| Social media | 37 | 35 | 76 000 | |
| Other websites | 34 | 36 | 83 400 | |
| Television | 18 | 17 | 41 700 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 25 | 22 | 56 400 | |
| None of these | 28 | 31 | 78 500 | |
| Information sources, building and renovating | Print magazines | 17 | 19 | 49 100 |
| Newspapers | 13 | 15 | 39 200 | |
| Magazine websites | 9 | 11 | 24 500 | |
| Newspaper websites | 9 | 11 | 24 500 | |
| Blogs | 7 | 8 | 19 600 | |
| Social media | 26 | 25 | 51 500 | |
| Other websites | 33 | 37 | 88 300 | |
| Television | 18 | 19 | 44 200 | |
| Radio | 2 | 3 | 4 900 | |
| Direct mail | 27 | 25 | 63 800 | |
| None of these | 31 | 30 | 76 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 37 | 98 100 |
| Newspapers | 25 | 28 | 76 000 | |
| Magazine websites | 21 | 26 | 58 900 | |
| Newspaper websites | 23 | 27 | 61 300 | |
| Blogs | 14 | 17 | 34 300 | |
| Social media | 45 | 44 | 93 200 | |
| Other websites | 32 | 35 | 78 500 | |
| Television | 29 | 29 | 71 100 | |
| Radio | 7 | 7 | 17 200 | |
| Direct mail | 26 | 25 | 63 800 | |
| None of these | 11 | 12 | 31 900 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 6 | 17 200 |
| Newspapers | 10 | 9 | 24 500 | |
| Magazine websites | 3 | 3 | 7 400 | |
| Newspaper websites | 5 | 6 | 14 700 | |
| Blogs | 1 | 2 | 2 500 | |
| Social media | 12 | 11 | 24 500 | |
| Other websites | 27 | 28 | 66 200 | |
| Television | 12 | 11 | 27 000 | |
| Radio | 2 | 2 | 4 900 | |
| Direct mail | 16 | 14 | 36 800 | |
| None of these | 52 | 52 | 127 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 26 | 66 200 |
| Newspapers | 14 | 15 | 39 200 | |
| Magazine websites | 11 | 13 | 29 400 | |
| Newspaper websites | 9 | 11 | 22 100 | |
| Blogs | 7 | 8 | 17 200 | |
| Social media | 31 | 31 | 66 200 | |
| Other websites | 31 | 33 | 73 600 | |
| Television | 19 | 18 | 41 700 | |
| Radio | 2 | 2 | 2 500 | |
| Direct mail | 31 | 28 | 71 100 | |
| None of these | 24 | 25 | 63 800 | |
| Information sources, saving and investing | Print magazines | 9 | 12 | 29 400 |
| Newspapers | 11 | 13 | 36 800 | |
| Magazine websites | 6 | 9 | 19 600 | |
| Newspaper websites | 11 | 14 | 29 400 | |
| Blogs | 7 | 9 | 19 600 | |
| Social media | 22 | 23 | 49 100 | |
| Other websites | 32 | 37 | 85 900 | |
| Television | 8 | 7 | 17 200 | |
| Radio | 3 | 3 | 7 400 | |
| Direct mail | 4 | 4 | 9 800 | |
| None of these | 44 | 39 | 100 600 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 14 | 39 200 |
| Newspapers | 13 | 13 | 36 800 | |
| Magazine websites | 8 | 9 | 19 600 | |
| Newspaper websites | 9 | 10 | 24 500 | |
| Blogs | 5 | 6 | 12 300 | |
| Social media | 26 | 24 | 54 000 | |
| Other websites | 39 | 40 | 95 700 | |
| Television | 13 | 12 | 29 400 | |
| Radio | 3 | 3 | 4 900 | |
| Direct mail | 15 | 13 | 31 900 | |
| None of these | 36 | 37 | 93 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 12 | 34 300 |
| Newspapers | 16 | 16 | 44 200 | |
| Magazine websites | 7 | 8 | 19 600 | |
| Newspaper websites | 9 | 10 | 24 500 | |
| Blogs | 5 | 6 | 12 300 | |
| Social media | 26 | 24 | 51 500 | |
| Other websites | 42 | 45 | 105 500 | |
| Television | 14 | 13 | 31 900 | |
| Radio | 2 | 2 | 2 500 | |
| Direct mail | 30 | 28 | 73 600 | |
| None of these | 28 | 28 | 71 100 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 29 | 63 800 |
| Well-being and health | 50 | 52 | 125 100 | |
| Charity work | 13 | 15 | 36 800 | |
| Self development | 32 | 39 | 85 900 | |
| Celebrities | 14 | 12 | 29 400 | |
| Fishing | 16 | 16 | 39 200 | |
| Beauty care and cosmetics | 16 | 12 | 27 000 | |
| Literature | 27 | 37 | 98 100 | |
| Domestic and foreign news | 52 | 64 | 154 500 | |
| Domestic travel | 32 | 33 | 78 500 | |
| Culture | 33 | 43 | 110 400 | |
| Crafts | 25 | 22 | 54 000 | |
| Nature and going outdoor | 52 | 59 | 149 600 | |
| Hunting | 10 | 12 | 24 500 | |
| Style and fashion | 20 | 17 | 41 700 | |
| Music and concerts | 36 | 42 | 103 000 | |
| Going on summer cottage | 29 | 26 | 63 800 | |
| Local affairs | 55 | 57 | 137 400 | |
| Computer/console/mobile playing | 17 | 24 | 49 100 | |
| Politics | 42 | 55 | 134 900 | |
| Gardening and plants | 30 | 32 | 83 400 | |
| Building and renovating | 34 | 38 | 90 800 | |
| Food and drink | 38 | 41 | 95 700 | |
| Cooking, baking, recipes | 38 | 37 | 90 800 | |
| Investment | 23 | 29 | 66 200 | |
| Decorating | 28 | 23 | 56 400 | |
| Economic and finances | 35 | 43 | 100 600 | |
| Science | 35 | 75 | 181 500 | |
| Travelling abroad | 34 | 33 | 76 000 | |
| Sports, exercising | 45 | 45 | 107 900 | |
| Sailing, boating | 10 | 11 | 27 000 | |
| Consumer electronics and information technology | 21 | 35 | 80 900 | |
| Environmental matters | 31 | 41 | 100 600 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
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 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
- Tieteen tiedotus ry
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201