Finnish Magazine Rate Cards

Tiede Luonto

Tiede Luonto, which has become the most popular nature magazine, provides information and experiences about nature and the environment with an immersive touch. Visually impressive Tiede Luonto combines information based on reliable research and entertaining content in a way that interests the reader. A wide range of nature-related topics, from animal behaviour to climate change and stunning nature sites. The topics of the magazine are international, but the perspective is touching for every Finn. The readers of Tiede Luonto are quality-conscious nature lovers. The time spent with one magazine is higher than in other scientific journals, and one issue is also read several times.

Magazine's website: tiede.fi/tiedeluonto

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Sanoma Media Finland Oy
Phone	010 808 085
Email	yrityspalvelu@sanoma.fi
Contact person	Sirkka Pulkkinen mediapalvelu@sanoma.com

Contact info

Publisher	Tieteen tiedotus ry
	Sanoma Media Finland Oy
Visiting address	Töölönlahdenkatu2 00100 Helsinki
Postal address	PL 20 00089 Sanoma
Phone	09 1201
Tuottaja	Arja Kivipelto
Päätoimittaja	Jukka Ruukki

Circulation or copies

Issues per year	8

Readership

Readership	144 000
Total reach	0
How many times read	2.2
Minutes of reading	49 min
Sources	NRS 2021

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

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1	12.01.2022	15.12.2021	17.12.2021		Thema: White as a weasel. Buzzing on and under the snow. Animals wear winter coats.
2	09.03.2022	15.02.2022	17.02.2022		Thema: Common goldeneye brings spring. Animal tournament. Mystical sea turtles.
3	20.04.2022	28.03.2022	30.03.2022		Thema: The beaver's nest requires the skills of a lumberjack and an architect. Now let's grow mushrooms. Robin has the most beautiful chirp of spring.
4	01.06.2022	09.05.2022	11.05.2022		Thema: The flowering of summer is in the forest and in the fields. A beetle can be like a piece of jewelry.
5	27.07.2022	05.07.2022	07.07.2022		Thema: The depths and shores of the summer lake are teeming. Look up at the sky – this is how you learn to spot different clouds. Åland is a nature traveler's paradise.
6	07.09.2022	16.08.2022	18.08.2022		Thema: The flock is the best. The mysterious life of a lemming. 13 myths about a deer fly.
7	26.10.2022	04.10.2022	06.10.2022		Thema: Eagle owl – a silent predator of forests. The wolves in the wilderness. Finland's most spectacular caves.
8	30.11.2022	08.11.2022	10.11.2022		Thema: Wild boar is a descendant of the Ice Age. In human care. There's always someone spawning.

Advertisement rates

2/1

Position: Not specified

Size including margin: 420 x 280 mm

4-colour price 6009 €

2/1

Position: First spread

Size including margin: 420 x 280 mm

4-colour price 6911 €

2/1

Position: 2. Spread

Size including margin: 420 x 280 mm

4-colour price 6634 €

1/1

Position: Not specified

Size including margin: 210 x 280 mm

4-colour price 3004 €

1/1

Position: 2. Cover

Size including margin: 210 x 280 mm

4-colour price 3335 €

1/1

Position: 3. Cover

Size including margin: 210 x 280 mm

4-colour price 3335 €

1/1

Position: Back cover

Size including margin: 210 x 255 mm

4-colour price 3458 €

1/2

Position: Not specified

Size including margin: 102 x 280 mm

4-colour price 2174 €

1/2

Position: Not specified

Size including margin: 210 x 137 mm

4-colour price 2174 €

1/3

Position: Not specified

Size including margin: 70 x 280 mm

4-colour price 1863 €

1/3

Position: Not specified

Size including margin: 210 x 92 mm

4-colour price 1863 €

1/4

Position: Not specified

Size including margin: 50 x 280 mm

4-colour price 1571 €

1/4

Position: Not specified

Size including margin: 210 x 69 mm

4-colour price 1571 €

1/4

Position: Not specified

Size including margin: 102 x 137 mm

4-colour price 1571 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	210 x 280 mm
Bleed mm	5 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	Kroonpress AS , Viro

Technical info / material

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

Ad material delivery

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

Technical data

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

Readers: 144 000 / NRS 2021 Download magazine graphs (PDF)

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

Reader profile		All 15+ %	Tiede Luonto Readers %	Tiede Luonto Amount of readers
Sex	Women	51	54	77 760
Sex	Men	49	46	66 240

Age	15-24 y	13	8	11 520
	25-34 y	14	9	12 960
	35-44 y	14	12	17 280
	45-54 y	14	13	18 720
	55-64 y	16	17	24 480
	65+ y	29	41	59 040

Gender + age	Female 15-29 years	10	6	8 640
	Female 30-49 years	14	12	17 280
	Female 50+ years	28	36	51 840
	Male 15-29 years	10	6	8 640
	Male 30-49 years	14	9	12 960
	Male 50+ years	24	30	43 200

Household position	Lives at home with parents	7	6	8 640
	Lives alone	27	26	37 440
	Lives with spouse	37	41	59 040
	Lives with spouse and children	23	23	33 120
	Single parent	2	2	2 880
	Other	3	2	2 880

Profession	Top Management	4	3	4 320
	white-collar worker, higher-level	15	14	20 160
	White-collar worker	13	12	17 280
	Worker	10	7	10 080
	Farmer	1	1	1 440
	Other entrepreneur	3	3	4 320
	Pensioner	31	44	63 360
	Student, pupil	12	9	12 960
	Homewife, home dad	1	0	0
	Unemployed	3	2	2 880
	Other	4	4	5 760
	No answer	3	2	2 880

Education	Elementary school	6	4	5 760
	Secondary school	7	6	8 640
	Vocational	29	29	41 760
	High school	13	13	18 720
	University of Applied Sciences	18	15	21 600
	University	25	32	46 080
	Something else	2	2	2 880

Size of the household	1 pers	28	30	43 200
	2 pers	39	40	57 600
	3 pers	14	11	15 840
	4 pers	12	12	17 280
	5+ pers	7	6	8 640

Household income (gross)	Below 20 000 € /y	13	11	15 840
	20 000 - 35 000 € /y	21	25	36 000
	35 001 - 50 000 € /y	20	21	30 240
	50 001 - 85 000 € /y	21	22	31 680
	85 001 - 100 000 € /y	6	4	5 760
	Over 100 000 € /y	6	6	8 640
	Don't want to tell	6	5	7 200
	Can't say / No answer	7	5	7 200

Decision-maker in grocery purchases	Yes	94	92	132 480
	Don't know	6	7	10 080
	Can not say	1	0	0

Housing	Apartment	34	33	47 520
	Row house or semi-detached house	17	18	25 920
	Detached house	44	44	63 360
	Farm	4	4	5 760
	Something else	1	1	1 440
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	74	78	112 320
	Rented residence	22	17	24 480
	Right of residence apartment	2	3	4 320
	Something else	1	1	1 440
	Can not say	1	1	1 440

Cottage or holiday home in regular use	Yes	41	47	67 680
	No	58	51	73 440
	Can not say	1	2	2 880

Number of cars in household	One car	46	49	70 560
	Two cars	30	29	41 760
	Three or more cars	10	10	14 400
	No car	14	12	17 280

Advertising ban at the door / mailbox	Yes	24	19	27 360
	No	76	81	116 640
	Can not say	1	1	1 440

lifecycle	In paid job, entrepreneur, freelancer, farmer	50	42	60 480
	Temporarily absent (= time off from work, care or study, maternity leave)	1	1	1 440
	Retired	31	44	63 360
	Unemployed / laid off	3	2	2 880
	Schoolboy or student	12	9	12 960
	Housewife or father	1	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	1 440
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	23	19	27 360
	No	25	22	31 680
	Can't say / No answer	51	59	84 960

Health services used in the household	Public health services	85	87	125 280
	Employer - funded health care services	49	46	66 240
	Private, self-funded healthcare services	38	44	63 360
	Private health insurance services	21	20	28 800
	No health care	1	0	0
	Can not say	1	0	0

Type of municipality (7 class)	Greater Helsinki	19	22	31 680
	Turku or Tampere	8	6	8 640
	Oulu	4	4	5 760
	70 000 - 150 000 inhabitants town	13	9	12 960
	Urban municipality	27	28	40 320
	Conurbation	16	16	23 040
	Countryside	13	15	21 600

Pets in household	Cat	17	15	21 600
	Dog	26	23	33 120
	Some other pet	5	5	7 200
	No pets	60	65	93 600

Family with kids	Yes	31	28	40 320
Family with kids	No	69	72	103 680

Use of glasses or contact lenses	Yes	68	76	109 440
Use of glasses or contact lenses	No	32	24	34 560
How often different content is read
The frequency of reading: Print magazines	Daily	15	24	34 560
	5-6 days a week	4	7	10 080
	1-4 days a week	28	40	57 600
	Monthly	25	20	28 800
	Rarely	21	8	11 520
	Never	5	2	2 880
	Can not say	0	0	0

The frequency of reading: Magazine content in digital format	Daily	20	19	27 360
	5-6 days a week	5	6	8 640
	1-4 days a week	19	23	33 120
	Monthly	16	17	24 480
	Rarely	25	24	34 560
	Never	13	10	14 400
	Can not say	1	1	1 440

The frequency of reading: Print newspapers or afternoon papers	Daily	34	46	66 240
	5-6 days a week	5	6	8 640
	1-4 days a week	23	22	31 680
	Monthly	14	12	17 280
	Rarely	19	11	15 840
	Never	5	3	4 320
	Can not say	0	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	53	48	69 120
	5-6 days a week	10	10	14 400
	1-4 days a week	17	22	31 680
	Monthly	6	4	5 760
	Rarely	9	11	15 840
	Never	5	6	8 640
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	6	7	10 080
	5-6 days a week	5	7	10 080
	1-4 days a week	42	50	72 000
	Monthly	18	15	21 600
	Rarely	20	15	21 600
	Never	8	5	7 200
	Can not say	1	1	1 440

The frequency of watching: Free online TV services	Daily	17	19	27 360
	5-6 days a week	10	11	15 840
	1-4 days a week	31	30	43 200
	Monthly	20	19	27 360
	Rarely	15	12	17 280
	Never	6	7	10 080
	Can not say	1	2	2 880

The frequency of watching: Pay TV and streaming services	Daily	15	12	17 280
	5-6 days a week	10	7	10 080
	1-4 days a week	19	16	23 040
	Monthly	9	10	14 400
	Rarely	11	12	17 280
	Never	35	41	59 040
	Can not say	1	2	2 880

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	48	57	82 080
	5-6 days a week	10	11	15 840
	1-4 days a week	19	16	23 040
	Monthly	11	7	10 080
	Rarely	10	7	10 080
	Never	3	2	2 880
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	38	42	60 480
	5-6 days a week	13	15	21 600
	1-4 days a week	23	21	30 240
	Monthly	9	7	10 080
	Rarely	10	8	11 520
	Never	7	6	8 640
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	24	30	43 200
	5-6 days a week	7	10	14 400
	1-4 days a week	17	18	25 920
	Monthly	11	12	17 280
	Rarely	26	21	30 240
	Never	14	8	11 520
	Can not say	1	2	2 880

The frequency of listening: Programs of commercial radio channels	Daily	18	15	21 600
	5-6 days a week	10	11	15 840
	1-4 days a week	23	21	30 240
	Monthly	13	13	18 720
	Rarely	20	21	30 240
	Never	16	17	24 480
	Can not say	1	1	1 440

The frequency of listening: Podcasts	Daily	3	2	2 880
	5-6 days a week	2	2	2 880
	1-4 days a week	9	7	10 080
	Monthly	12	11	15 840
	Rarely	26	27	38 880
	Never	44	46	66 240
	Can not say	4	6	8 640

User frequency and following: Social media	Daily	56	48	69 120
	5-6 days a week	6	6	8 640
	1-4 days a week	9	11	15 840
	Monthly	3	4	5 760
	Rarely	5	6	8 640
	Never	19	24	34 560
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	11	7	10 080
	5-6 days a week	5	4	5 760
	1-4 days a week	11	10	14 400
	Monthly	8	7	10 080
	Rarely	24	24	34 560
	Never	40	47	67 680
	Can not say	1	2	2 880

User frequency: Instant messaging	Daily	64	55	79 200
	5-6 days a week	10	11	15 840
	1-4 days a week	10	10	14 400
	Monthly	4	6	8 640
	Rarely	3	3	4 320
	Never	9	14	20 160
	Can not say	1	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	59	70	100 800
	No	40	29	41 760
	Can not say	1	1	1 440

I tend to buy tabloids	Yes	9	14	20 160
	No	89	85	122 400
	Can not say	1	2	2 880

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	50	59	84 960
	No	49	39	56 160
	Can not say	2	1	1 440

I tend to buy single copy magazines	Yes	18	22	31 680
	No	80	76	109 440
	Can not say	2	2	2 880

Tiede Luonto magazine's reader profile / Source NRS 2021

Attitude towards advertising in different media channels		All 15+ %	Tiede Luonto Readers %	Tiede Luonto Amount of readers
Attitude towards advertising: Newspapers	Positive	61	63	90 720
	Can not say	23	24	34 560
	Negative	16	13	18 720

Attitude towards advertising: Magazines	Positive	61	64	92 160
	Can not say	22	21	30 240
	Negative	16	15	21 600

Attitude towards advertising: Free and local newspapers	Positive	70	73	105 120
	Can not say	19	20	28 800
	Negative	11	7	10 080

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	40	40	57 600
	Can not say	26	29	41 760
	Negative	34	32	46 080

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	29	26	37 440
	Can not say	27	29	41 760
	Negative	45	45	64 800

Attitude towards advertising: Blogs	Positive	23	19	27 360
	Can not say	37	42	60 480
	Negative	40	39	56 160

Attitude towards advertising: Newsletters to email	Positive	11	13	18 720
	Can not say	11	12	17 280
	Negative	77	75	108 000

Attitude towards advertising: Other websites	Positive	29	27	38 880
	Can not say	28	29	41 760
	Negative	42	43	61 920

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	45	47	67 680
	Can not say	21	21	30 240
	Negative	34	33	47 520

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	31	30	43 200
	Can not say	22	22	31 680
	Negative	46	49	70 560

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	56	62	89 280
	Can not say	19	18	25 920
	Negative	25	20	28 800

Attitude towards advertising: Out-of-home advertising	Positive	50	50	72 000
	Can not say	27	26	37 440
	Negative	23	24	34 560

Tiede Luonto magazine's reader profile / Source NRS 2021

Reading device and advertising effect		All 15+ %	Tiede Luonto Readers %	Tiede Luonto Amount of readers
I relax and get inspired by magazines	Agree	78	84	120 960
	Disagree	16	12	17 280
	Can not say	6	4	5 760

I experience pampering moments with magazines	Agree	53	58	83 520
	Disagree	38	34	48 960
	Can not say	9	8	11 520

A professional magazine keeps me up to date on professional matters	Agree	72	75	108 000
	Disagree	16	14	20 160
	Can not say	12	11	15 840

The industry specialty magazine provides information on my hobbies and interests	Agree	83	86	123 840
	Disagree	8	6	8 640
	Can not say	9	8	11 520

Finnish magazines offer reliable comparisons and tests	Agree	68	74	106 560
	Disagree	18	14	20 160
	Can not say	14	11	15 840

Finnish magazines offer reliable product recommendations	Agree	65	66	95 040
	Disagree	22	22	31 680
	Can not say	14	12	17 280

Finnish magazines are of high quality	Agree	83	85	122 400
	Disagree	11	10	14 400
	Can not say	7	6	8 640

I follow important magazines on social media	Agree	34	33	47 520
	Disagree	59	60	86 400
	Can not say	8	7	10 080

I read important magazines from cover to cover	Agree	55	61	87 840
	Disagree	42	35	50 400
	Can not say	4	3	4 320

Ads are part of the content of the magazine	Agree	62	64	92 160
	Disagree	34	32	46 080
	Can not say	4	3	4 320

Ads in magazines make new things familiar	Agree	68	68	97 920
	Disagree	27	28	40 320
	Can not say	5	4	5 760

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	51	73 440
	Disagree	43	44	63 360
	Can not say	5	4	5 760

I have purchased products based on the ad in magazine	Agree	44	46	66 240
	Disagree	49	50	72 000
	Can not say	6	5	7 200

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	61	62	89 280
	Disagree	35	35	50 400
	Can not say	4	4	5 760

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	42	60 480
	Disagree	55	53	76 320
	Can not say	5	5	7 200

I rely on product recommendations from bloggers and tubers	Agree	18	13	18 720
	Disagree	69	72	103 680
	Can not say	13	15	21 600

Tiede Luonto magazine's reader profile / Source NRS 2021

Use of information sources during the purchase process		All 15+ %	Tiede Luonto Readers %	Tiede Luonto Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	15	21 600
	Newspapers	16	20	28 800
	Magazine websites	6	7	10 080
	Newspaper websites	5	6	8 640
	Blogs	2	2	2 880
	Social media	10	8	11 520
	Other websites	41	39	56 160
	Television	9	11	15 840
	Radio	1	1	1 440
	Direct mail	10	13	18 720
	None of the above	42	43	61 920

Information sources, consumer electronics and information technology	Print magazines	17	21	30 240
	Newspapers	21	27	38 880
	Magazine websites	9	10	14 400
	Newspaper websites	8	10	14 400
	Blogs	5	5	7 200
	Social media	21	16	23 040
	Other websites	49	47	67 680
	Television	17	17	24 480
	Radio	2	2	2 880
	Direct mail	38	43	61 920
	None of the above	16	15	21 600

Information sources, beauty care and cosmetics	Print magazines	20	23	33 120
	Newspapers	8	11	15 840
	Magazine websites	8	10	14 400
	Newspaper websites	4	5	7 200
	Blogs	9	7	10 080
	Social media	22	19	27 360
	Other websites	15	14	20 160
	Television	12	12	17 280
	Radio	2	1	1 440
	Direct mail	15	20	28 800
	None of the above	49	47	67 680

Information sources, travel	Print magazines	19	25	36 000
	Newspapers	17	26	37 440
	Magazine websites	9	10	14 400
	Newspaper websites	8	9	12 960
	Blogs	12	11	15 840
	Social media	28	23	33 120
	Other websites	49	47	67 680
	Television	16	18	25 920
	Radio	3	2	2 880
	Direct mail	10	14	20 160
	None of the above	28	24	34 560

Information sources, style and fashion	Print magazines	25	32	46 080
	Newspapers	15	18	25 920
	Magazine websites	12	16	23 040
	Newspaper websites	6	9	12 960
	Blogs	11	10	14 400
	Social media	29	24	34 560
	Other websites	31	27	38 880
	Television	17	20	28 800
	Radio	1	1	1 440
	Direct mail	25	29	41 760
	None of the above	33	32	46 080

Information sources, building and renovating	Print magazines	22	24	34 560
	Newspapers	16	20	28 800
	Magazine websites	9	10	14 400
	Newspaper websites	6	7	10 080
	Blogs	7	6	8 640
	Social media	19	14	20 160
	Other websites	33	33	47 520
	Television	19	18	25 920
	Radio	1	1	1 440
	Direct mail	27	31	44 640
	None of the above	32	31	44 640

Information sources, food, cooking and baking	Print magazines	38	46	66 240
	Newspapers	27	40	57 600
	Magazine websites	20	21	30 240
	Newspaper websites	15	18	25 920
	Blogs	17	13	18 720
	Social media	36	30	43 200
	Other websites	37	33	47 520
	Television	30	33	47 520
	Radio	5	7	10 080
	Direct mail	25	32	46 080
	None of the above	13	11	15 840

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	8	11 520
	Newspapers	13	16	23 040
	Magazine websites	3	3	4 320
	Newspaper websites	4	4	5 760
	Blogs	1	1	1 440
	Social media	8	7	10 080
	Other websites	24	24	34 560
	Television	11	11	15 840
	Radio	1	1	1 440
	Direct mail	16	21	30 240
	None of the above	54	50	72 000

Information sources, decorating and furniture purchases	Print magazines	25	29	41 760
	Newspapers	17	20	28 800
	Magazine websites	11	10	14 400
	Newspaper websites	6	7	10 080
	Blogs	9	7	10 080
	Social media	24	20	28 800
	Other websites	31	29	41 760
	Television	18	18	25 920
	Radio	1	1	1 440
	Direct mail	31	38	54 720
	None of the above	26	24	34 560

Information sources, saving and investing	Print magazines	9	10	14 400
	Newspapers	11	16	23 040
	Magazine websites	6	6	8 640
	Newspaper websites	7	8	11 520
	Blogs	6	4	5 760
	Social media	12	10	14 400
	Other websites	29	24	34 560
	Television	6	8	11 520
	Radio	2	1	1 440
	Direct mail	3	3	4 320
	None of the above	52	53	76 320

Information sources, health and wellbeing products / services	Print magazines	15	18	25 920
	Newspapers	16	24	34 560
	Magazine websites	7	8	11 520
	Newspaper websites	6	7	10 080
	Blogs	6	5	7 200
	Social media	20	18	25 920
	Other websites	34	34	48 960
	Television	11	13	18 720
	Radio	2	3	4 320
	Direct mail	18	22	31 680
	None of the above	40	35	50 400

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	14	18	25 920
	Newspapers	20	28	40 320
	Magazine websites	7	9	12 960
	Newspaper websites	7	9	12 960
	Blogs	5	4	5 760
	Social media	20	16	23 040
	Other websites	39	35	50 400
	Television	13	15	21 600
	Radio	1	2	2 880
	Direct mail	33	40	57 600
	None of the above	29	27	38 880

Tiede Luonto magazine's reader profile / Source NRS 2021

Buyer profile		All 15+ %	Tiede Luonto Readers %	Tiede Luonto Amount of readers
Interests	Cars, motor vehicles	25	19	27 360
	Well-being and health	51	61	87 840
	Charity work	14	16	23 040
	Self development	32	33	47 520
	Fishing	16	18	25 920
	Beauty care and cosmetics	16	14	20 160
	Literature	33	53	76 320
	Domestic and foreign news	58	69	99 360
	Domestic travel	36	33	47 520
	Culture	36	50	72 000
	Handicraft	25	25	36 000
	Nature and going outdoor	54	71	102 240
	Hunting	9	9	12 960
	Style and fashion	21	22	31 680
	Music and concerts	38	43	61 920
	Going on summer cottage	27	29	41 760
	Local affairs	62	69	99 360
	Computer/console/mobile playing	19	16	23 040
	Politics	44	54	77 760
	Gardening and plants	35	42	60 480
	Building and renovating	37	38	54 720
	Food and drink	42	38	54 720
	Cooking, baking, recipes	42	48	69 120
	Investment	21	17	24 480
	Decorating	32	26	37 440
	Economic and finances	34	37	53 280
	Travelling abroad	40	31	44 640
	Sports, exercising	43	31	44 640
	Sailing, boating	10	9	12 960
	Consumer electronics and information technology	26	26	37 440
	Environmental matters	39	60	86 400
	None of the above	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	45	45	64 800
	Repair and construction products	42	44	63 360
	Domestic appliances	40	40	57 600
	Electronics or IT products	54	51	73 440
	Cars	20	19	27 360
	Clothing and footwear	81	81	116 640
	Eyeglasses, contact lenses or sunglasses	34	36	51 840
	Sports clothing, footwear or equipment	59	55	79 200
	Saving or investing products or services	25	26	37 440
	Cosmetics and beauty products	48	48	69 120
	Mobile phones	36	35	50 400
	Travels	39	42	60 480
	Products and services for health and well-being	59	62	89 280
	None of the above	1	0	0

Intentions to purchase within 12 months	Furniture and furnishings	31	31	44 640
	Repair and construction products	36	38	54 720
	Domestic appliances	20	21	30 240
	Electronics or IT products	27	26	37 440
	Cars	13	13	18 720
	Clothing and footwear	66	64	92 160
	Eyeglasses, contact lenses or sunglasses	27	28	40 320
	Sports clothing, footwear or equipment	44	40	57 600
	Saving or investing products or services	21	20	28 800
	Cosmetics and beauty products	37	35	50 400
	Mobile phones	16	18	25 920
	Travels	38	40	57 600
	Products and services for health and well-being	47	48	69 120
	None of the above	6	6	8 640

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	2 880
	Buying an apartment	12	11	15 840
	Home renovation	28	29	41 760
	Buying a car	24	23	33 120
	Buying a boat	4	4	5 760
	None of these	50	50	72 000

Will consider switching over the next 12 months	Bank	8	6	8 640
	Insurance company	10	10	14 400
	electric company	12	13	18 720
	Internet Connection	9	8	11 520
	Phone-subscription	13	12	17 280
	None of the above	49	51	73 440
	Can not say	21	18	25 920

Use of extra money	Magazines, books, movies	21	27	38 880
	Eating, drinking, partying in a restaurant	35	31	44 640
	Exercises and sports equipment	26	26	37 440
	Cultural events (eg. concerts, theater, festivals)	36	41	59 040
	Renovation, interior design	26	27	38 880
	Health services and personal well-being	20	24	34 560
	Travel	42	47	67 680
	Consumer electronics and IT equipment, mobile phones	16	13	18 720
	Clothes, shoes and bags	26	23	33 120
	Home services (cleaning and other housekeeping services)	5	7	10 080
	Car, boat, motorcycle	13	12	17 280
	Cosmetics and beauty care	12	10	14 400
	Saving, investing	45	45	64 800
	Other	8	7	10 080
	There is no extra money left after mandatory expenses	7	6	8 640
	Can not say	2	2	2 880
Planning on buying/doing in the next 12 months

Tiede Luonto magazine's reader profile / Source NRS 2021