Finnish Magazine Rate Cards

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.

Magazine's website: tiede.fi Follow us :

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
Www	http://media.sanoma.fi/

Contact info

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

Circulation or copies

Issues per year	14

Readership

Readership	293 000
Total reach	326 000
How many times read	2.5
Minutes of reading	65 min
Sources	NRS 2021

Online audience

Magazine's website	http://www.tiede.fi

Average weekly reach Source: FIAM

July 2022

23 057

-13.84 %

June 2022

26 761

-10.59 %

May 2022

29 931

-32.24 %

April 2022

44 171

34.2 %

March 2022

32 914

9.84 %

February 2022

29 966

-52.75 %

January 2022

63 415

0 %

January 2022

63 415

17.58 %

December 2021

53 932

9.34 %

November 2021

49 325

15.75 %

October 2021

42 613

12.17 %

September 2021

37 991

-22.61 %

Average weekly pageviews Source: FIAM

July 2022

109 395

1.89 %

June 2022

107 365

-8.12 %

May 2022

116 855

-9.42 %

April 2022

129 010

-5.44 %

March 2022

136 439

-1.08 %

February 2022

137 931

-14.76 %

January 2022

161 813

0 %

January 2022

161 813

16.81 %

December 2021

138 529

9.89 %

November 2021

126 067

-1.66 %

October 2021

128 201

-3.69 %

September 2021

133 119

14.04 %

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	05.01.2022	10.12.2021	14.12.2021		Thema: Can hypnosis solve a murder? Exercise doesn't lose weight. Why don’t skis glide?
2	02.02.2022	12.01.2022	14.01.2022		Thema: Everyday health advice in the test. The algorithm knows you better than anyone. The rise and destruction of elephants.
3	02.03.2022	09.02.2022	11.02.2022		Thema: Can you trust the statistics? The panacea brown fat. The worst inventions in the history of the world.
4	23.03.2022	02.03.2022	04.03.2022		Thema: Psychopath, worse than his reputation. Looking for the battery of the future. Why does a frost break the road?
5	13.04.2022	23.03.2022	25.03.2022		Thema: The mystery of life. Is the world running out of coffee? On the trail of rock paintings.
6	11.05.2022	14.04.2022	20.04.2022		Thema: Greed sticks. The super volcanoes are coming alive. Will the riddle of algae be solved?
7	15.06.2022	23.05.2022	25.05.2022		Thema: When you cook, you screw up. Fabulously beautiful dragonflys. Where the road, there's the power.
8	13.07.2022	21.06.2022	23.06.2022		Thema: Does the gene make a murderer? The amazing abilities of plants. The home archaeologist will make a discovery.
9	03.08.2022	13.07.2022	15.07.2022		Thema: The mystery of time. Amazonia - the lungs of the earth. Genes or upbringing?
10	24.08.2022	02.08.2022	04.08.2022		Thema: Testosterone - a man's measure? Seven key elements for climate change. The winds of change for cultivation.
11	21.09.2022	31.08.2022	02.09.2022		Thema: End of peddly fishing. Energy 2050. You're going to need stress.
12	19.10.2022	28.09.2022	30.09.2022		Thema: What if the Gulf Stream fades? Nature developed a father's instinct. Permission to get bored.
13	16.11.2022	26.10.2022	28.10.2022		Thema: The wonders of light. Income inequality - good or bad. Science Nobels 2021.
14	14.12.2022	23.11.2022	25.11.2022		Thema: Science Year 2023. Beauty is in genes and between the ears. Dangerous belly fat.

Advertisement rates

2/1

Position: Not specified

Size including margin: 420 x 280 mm

4-colour price 10305 €

2/1

Position: First spread

Size including margin: 420 x 280 mm

4-colour price 11891 €

2/1

Position: 2. Spread

Size including margin: 420 x 280 mm

4-colour price 11349 €

1/1

Position: Not specified

Size including margin: 210 x 280 mm

4-colour price 5153 €

1/1

Position: 2. Cover

Size including margin: 210 x 280 mm

4-colour price 5668 €

1/1

Position: 3. Cover

Size including margin: 210 x 280 mm

4-colour price 5668 €

1/1

Position: Back cover

Size including margin: 210 x 255 mm

4-colour price 5919 €

1/2

Position: Not specified

Size including margin: 102 x 280 mm

4-colour price 3700 €

1/2

Position: Not specified

Size including margin: 210 x 137 mm

4-colour price 3700 €

1/3

Position: Not specified

Size including margin: 70 x 280 mm

4-colour price 3195 €

1/3

Position: Not specified

Size including margin: 210 x 92 mm

4-colour price 3195 €

1/4

Position: Not specified

Size including margin: 50 x 280 mm

4-colour price 2682 €

1/4

Position: Not specified

Size including margin: 210 x 69 mm

4-colour price 2682 €

1/4

Position: Not specified

Size including margin: 102 x 137 mm

4-colour price 2682 €

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	Walstead CE , Starachowice

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: 293 000 / 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 Readers %	Tiede Amount of readers
Sex	Women	51	43	125 990
Sex	Men	49	57	167 010

Age	15-24 y	13	11	32 230
	25-34 y	14	11	32 230
	35-44 y	14	14	41 020
	45-54 y	14	14	41 020
	55-64 y	16	16	46 880
	65+ y	29	34	99 620

Gender + age	Female 15-29 years	10	6	17 580
	Female 30-49 years	14	10	29 300
	Female 50+ years	28	27	79 110
	Male 15-29 years	10	10	29 300
	Male 30-49 years	14	15	43 950
	Male 50+ years	24	31	90 830

Household position	Lives at home with parents	7	6	17 580
	Lives alone	27	27	79 110
	Lives with spouse	37	39	114 270
	Lives with spouse and children	23	23	67 390
	Single parent	2	2	5 860
	Other	3	3	8 790

Profession	Top Management	4	4	11 720
	white-collar worker, higher-level	15	17	49 810
	White-collar worker	13	10	29 300
	Worker	10	8	23 440
	Farmer	1	1	2 930
	Other entrepreneur	3	2	5 860
	Pensioner	31	37	108 410
	Student, pupil	12	11	32 230
	Homewife, home dad	1	0	0
	Unemployed	3	3	8 790
	Other	4	4	11 720
	No answer	3	3	8 790

Education	Elementary school	6	3	8 790
	Secondary school	7	5	14 650
	Vocational	29	22	64 460
	High school	13	14	41 020
	University of Applied Sciences	18	15	43 950
	University	25	39	114 270
	Something else	2	1	2 930

Size of the household	1 pers	28	29	84 970
	2 pers	39	40	117 200
	3 pers	14	12	35 160
	4 pers	12	12	35 160
	5+ pers	7	6	17 580

Household income (gross)	Below 20 000 € /y	13	11	32 230
	20 000 - 35 000 € /y	21	19	55 670
	35 001 - 50 000 € /y	20	19	55 670
	50 001 - 85 000 € /y	21	24	70 320
	85 001 - 100 000 € /y	6	6	17 580
	Over 100 000 € /y	6	9	26 370
	Don't want to tell	6	5	14 650
	Can't say / No answer	7	5	14 650

Decision-maker in grocery purchases	Yes	94	93	272 490
	Don't know	6	7	20 510
	Can not say	1	0	0

Housing	Apartment	34	35	102 550
	Row house or semi-detached house	17	17	49 810
	Detached house	44	43	125 990
	Farm	4	4	11 720
	Something else	1	1	2 930
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	74	76	222 680
	Rented residence	22	20	58 600
	Right of residence apartment	2	2	5 860
	Something else	1	1	2 930
	Can not say	1	1	2 930

Cottage or holiday home in regular use	Yes	41	44	128 920
	No	58	55	161 150
	Can not say	1	2	5 860

Number of cars in household	One car	46	48	140 640
	Two cars	30	28	82 040
	Three or more cars	10	9	26 370
	No car	14	15	43 950

Advertising ban at the door / mailbox	Yes	24	24	70 320
	No	76	75	219 750
	Can not say	1	1	2 930

lifecycle	In paid job, entrepreneur, freelancer, farmer	50	47	137 710
	Temporarily absent (= time off from work, care or study, maternity leave)	1	2	5 860
	Retired	31	37	108 410
	Unemployed / laid off	3	3	8 790
	Schoolboy or student	12	11	32 230
	Housewife or father	1	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	2 930
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	23	22	64 460
	No	25	23	67 390
	Can't say / No answer	51	55	161 150

Health services used in the household	Public health services	85	86	251 980
	Employer - funded health care services	49	48	140 640
	Private, self-funded healthcare services	38	43	125 990
	Private health insurance services	21	22	64 460
	No health care	1	1	2 930
	Can not say	1	1	2 930

Type of municipality (7 class)	Greater Helsinki	19	23	67 390
	Turku or Tampere	8	9	26 370
	Oulu	4	4	11 720
	70 000 - 150 000 inhabitants town	13	12	35 160
	Urban municipality	27	26	76 180
	Conurbation	16	15	43 950
	Countryside	13	11	32 230

Pets in household	Cat	17	15	43 950
	Dog	26	23	67 390
	Some other pet	5	4	11 720
	No pets	60	65	190 450

Family with kids	Yes	31	29	84 970
Family with kids	No	69	71	208 030

Use of glasses or contact lenses	Yes	68	72	210 960
Use of glasses or contact lenses	No	32	28	82 040
How often different content is read
The frequency of reading: Print magazines	Daily	15	21	61 530
	5-6 days a week	4	5	14 650
	1-4 days a week	28	40	117 200
	Monthly	25	23	67 390
	Rarely	21	10	29 300
	Never	5	1	2 930
	Can not say	0	0	0

The frequency of reading: Magazine content in digital format	Daily	20	18	52 740
	5-6 days a week	5	8	23 440
	1-4 days a week	19	27	79 110
	Monthly	16	15	43 950
	Rarely	25	21	61 530
	Never	13	10	29 300
	Can not say	1	0	0

The frequency of reading: Print newspapers or afternoon papers	Daily	34	42	123 060
	5-6 days a week	5	4	11 720
	1-4 days a week	23	25	73 250
	Monthly	14	14	41 020
	Rarely	19	12	35 160
	Never	5	3	8 790
	Can not say	0	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	53	54	158 220
	5-6 days a week	10	10	29 300
	1-4 days a week	17	18	52 740
	Monthly	6	5	14 650
	Rarely	9	8	23 440
	Never	5	4	11 720
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	6	4	11 720
	5-6 days a week	5	5	14 650
	1-4 days a week	42	46	134 780
	Monthly	18	18	52 740
	Rarely	20	20	58 600
	Never	8	7	20 510
	Can not say	1	1	2 930

The frequency of watching: Free online TV services	Daily	17	17	49 810
	5-6 days a week	10	11	32 230
	1-4 days a week	31	32	93 760
	Monthly	20	21	61 530
	Rarely	15	12	35 160
	Never	6	5	14 650
	Can not say	1	1	2 930

The frequency of watching: Pay TV and streaming services	Daily	15	13	38 090
	5-6 days a week	10	9	26 370
	1-4 days a week	19	20	58 600
	Monthly	9	10	29 300
	Rarely	11	11	32 230
	Never	35	35	102 550
	Can not say	1	1	2 930

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	48	51	149 430
	5-6 days a week	10	11	32 230
	1-4 days a week	19	18	52 740
	Monthly	11	9	26 370
	Rarely	10	8	23 440
	Never	3	3	8 790
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	38	38	111 340
	5-6 days a week	13	13	38 090
	1-4 days a week	23	25	73 250
	Monthly	9	9	26 370
	Rarely	10	9	26 370
	Never	7	6	17 580
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	24	28	82 040
	5-6 days a week	7	7	20 510
	1-4 days a week	17	18	52 740
	Monthly	11	11	32 230
	Rarely	26	24	70 320
	Never	14	11	32 230
	Can not say	1	1	2 930

The frequency of listening: Programs of commercial radio channels	Daily	18	16	46 880
	5-6 days a week	10	10	29 300
	1-4 days a week	23	21	61 530
	Monthly	13	14	41 020
	Rarely	20	22	64 460
	Never	16	16	46 880
	Can not say	1	1	2 930

The frequency of listening: Podcasts	Daily	3	2	5 860
	5-6 days a week	2	3	8 790
	1-4 days a week	9	9	26 370
	Monthly	12	13	38 090
	Rarely	26	26	76 180
	Never	44	42	123 060
	Can not say	4	4	11 720

User frequency and following: Social media	Daily	56	50	146 500
	5-6 days a week	6	6	17 580
	1-4 days a week	9	10	29 300
	Monthly	3	5	14 650
	Rarely	5	7	20 510
	Never	19	22	64 460
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	11	10	29 300
	5-6 days a week	5	5	14 650
	1-4 days a week	11	10	29 300
	Monthly	8	8	23 440
	Rarely	24	21	61 530
	Never	40	45	131 850
	Can not say	1	1	2 930

User frequency: Instant messaging	Daily	64	60	175 800
	5-6 days a week	10	11	32 230
	1-4 days a week	10	11	32 230
	Monthly	4	4	11 720
	Rarely	3	2	5 860
	Never	9	12	35 160
	Can not say	1	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	59	67	196 310
	No	40	33	96 690
	Can not say	1	1	2 930

I tend to buy tabloids	Yes	9	12	35 160
	No	89	87	254 910
	Can not say	1	1	2 930

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	50	57	167 010
	No	49	42	123 060
	Can not say	2	1	2 930

I tend to buy single copy magazines	Yes	18	19	55 670
	No	80	80	234 400
	Can not say	2	2	5 860

Tiede magazine's reader profile / Source NRS 2021

Attitude towards advertising in different media channels		All 15+ %	Tiede Readers %	Tiede Amount of readers
Attitude towards advertising: Newspapers	Positive	61	63	184 590
	Can not say	23	23	67 390
	Negative	16	14	41 020

Attitude towards advertising: Magazines	Positive	61	63	184 590
	Can not say	22	22	64 460
	Negative	16	16	46 880

Attitude towards advertising: Free and local newspapers	Positive	70	71	208 030
	Can not say	19	19	55 670
	Negative	11	10	29 300

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	40	39	114 270
	Can not say	26	26	76 180
	Negative	34	35	102 550

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	29	25	73 250
	Can not say	27	28	82 040
	Negative	45	47	137 710

Attitude towards advertising: Blogs	Positive	23	21	61 530
	Can not say	37	37	108 410
	Negative	40	43	125 990

Attitude towards advertising: Newsletters to email	Positive	11	11	32 230
	Can not say	11	9	26 370
	Negative	77	80	234 400

Attitude towards advertising: Other websites	Positive	29	29	84 970
	Can not say	28	27	79 110
	Negative	42	43	125 990

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	45	46	134 780
	Can not say	21	21	61 530
	Negative	34	33	96 690

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	31	31	90 830
	Can not say	22	21	61 530
	Negative	46	47	137 710

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	56	57	167 010
	Can not say	19	18	52 740
	Negative	25	25	73 250

Attitude towards advertising: Out-of-home advertising	Positive	50	50	146 500
	Can not say	27	27	79 110
	Negative	23	22	64 460

Tiede magazine's reader profile / Source NRS 2021

Reading device and advertising effect		All 15+ %	Tiede Readers %	Tiede Amount of readers
I relax and get inspired by magazines	Agree	78	81	237 330
	Disagree	16	15	43 950
	Can not say	6	5	14 650

I experience pampering moments with magazines	Agree	53	53	155 290
	Disagree	38	39	114 270
	Can not say	9	8	23 440

A professional magazine keeps me up to date on professional matters	Agree	72	75	219 750
	Disagree	16	15	43 950
	Can not say	12	11	32 230

The industry specialty magazine provides information on my hobbies and interests	Agree	83	85	249 050
	Disagree	8	7	20 510
	Can not say	9	8	23 440

Finnish magazines offer reliable comparisons and tests	Agree	68	71	208 030
	Disagree	18	16	46 880
	Can not say	14	12	35 160

Finnish magazines offer reliable product recommendations	Agree	65	66	193 380
	Disagree	22	22	64 460
	Can not say	14	12	35 160

Finnish magazines are of high quality	Agree	83	84	246 120
	Disagree	11	10	29 300
	Can not say	7	6	17 580

I follow important magazines on social media	Agree	34	31	90 830
	Disagree	59	62	181 660
	Can not say	8	6	17 580

I read important magazines from cover to cover	Agree	55	58	169 940
	Disagree	42	39	114 270
	Can not say	4	3	8 790

Ads are part of the content of the magazine	Agree	62	65	190 450
	Disagree	34	31	90 830
	Can not say	4	3	8 790

Ads in magazines make new things familiar	Agree	68	65	190 450
	Disagree	27	30	87 900
	Can not say	5	5	14 650

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	51	149 430
	Disagree	43	44	128 920
	Can not say	5	5	14 650

I have purchased products based on the ad in magazine	Agree	44	44	128 920
	Disagree	49	52	152 360
	Can not say	6	5	14 650

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	61	60	175 800
	Disagree	35	37	108 410
	Can not say	4	3	8 790

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	36	105 480
	Disagree	55	59	172 870
	Can not say	5	5	14 650

I rely on product recommendations from bloggers and tubers	Agree	18	15	43 950
	Disagree	69	71	208 030
	Can not say	13	14	41 020

Tiede magazine's reader profile / Source NRS 2021

Use of information sources during the purchase process		All 15+ %	Tiede Readers %	Tiede Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	15	43 950
	Newspapers	16	19	55 670
	Magazine websites	6	8	23 440
	Newspaper websites	5	8	23 440
	Blogs	2	2	5 860
	Social media	10	8	23 440
	Other websites	41	43	125 990
	Television	9	9	26 370
	Radio	1	1	2 930
	Direct mail	10	12	35 160
	None of the above	42	41	120 130

Information sources, consumer electronics and information technology	Print magazines	17	21	61 530
	Newspapers	21	24	70 320
	Magazine websites	9	11	32 230
	Newspaper websites	8	10	29 300
	Blogs	5	5	14 650
	Social media	21	19	55 670
	Other websites	49	51	149 430
	Television	17	16	46 880
	Radio	2	2	5 860
	Direct mail	38	38	111 340
	None of the above	16	14	41 020

Information sources, beauty care and cosmetics	Print magazines	20	19	55 670
	Newspapers	8	10	29 300
	Magazine websites	8	8	23 440
	Newspaper websites	4	4	11 720
	Blogs	9	8	23 440
	Social media	22	17	49 810
	Other websites	15	13	38 090
	Television	12	10	29 300
	Radio	2	1	2 930
	Direct mail	15	15	43 950
	None of the above	49	53	155 290

Information sources, travel	Print magazines	19	23	67 390
	Newspapers	17	22	64 460
	Magazine websites	9	11	32 230
	Newspaper websites	8	10	29 300
	Blogs	12	12	35 160
	Social media	28	26	76 180
	Other websites	49	52	152 360
	Television	16	18	52 740
	Radio	3	3	8 790
	Direct mail	10	12	35 160
	None of the above	28	25	73 250

Information sources, style and fashion	Print magazines	25	27	79 110
	Newspapers	15	17	49 810
	Magazine websites	12	14	41 020
	Newspaper websites	6	8	23 440
	Blogs	11	10	29 300
	Social media	29	24	70 320
	Other websites	31	30	87 900
	Television	17	17	49 810
	Radio	1	1	2 930
	Direct mail	25	25	73 250
	None of the above	33	35	102 550

Information sources, building and renovating	Print magazines	22	24	70 320
	Newspapers	16	19	55 670
	Magazine websites	9	10	29 300
	Newspaper websites	6	7	20 510
	Blogs	7	6	17 580
	Social media	19	16	46 880
	Other websites	33	35	102 550
	Television	19	17	49 810
	Radio	1	1	2 930
	Direct mail	27	27	79 110
	None of the above	32	33	96 690

Information sources, food, cooking and baking	Print magazines	38	41	120 130
	Newspapers	27	33	96 690
	Magazine websites	20	21	61 530
	Newspaper websites	15	17	49 810
	Blogs	17	16	46 880
	Social media	36	30	87 900
	Other websites	37	39	114 270
	Television	30	30	87 900
	Radio	5	7	20 510
	Direct mail	25	26	76 180
	None of the above	13	11	32 230

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	7	20 510
	Newspapers	13	14	41 020
	Magazine websites	3	3	8 790
	Newspaper websites	4	4	11 720
	Blogs	1	1	2 930
	Social media	8	7	20 510
	Other websites	24	25	73 250
	Television	11	12	35 160
	Radio	1	1	2 930
	Direct mail	16	18	52 740
	None of the above	54	52	152 360

Information sources, decorating and furniture purchases	Print magazines	25	27	79 110
	Newspapers	17	19	55 670
	Magazine websites	11	10	29 300
	Newspaper websites	6	7	20 510
	Blogs	9	8	23 440
	Social media	24	21	61 530
	Other websites	31	30	87 900
	Television	18	16	46 880
	Radio	1	1	2 930
	Direct mail	31	31	90 830
	None of the above	26	28	82 040

Information sources, saving and investing	Print magazines	9	10	29 300
	Newspapers	11	15	43 950
	Magazine websites	6	7	20 510
	Newspaper websites	7	10	29 300
	Blogs	6	5	14 650
	Social media	12	10	29 300
	Other websites	29	32	93 760
	Television	6	7	20 510
	Radio	2	2	5 860
	Direct mail	3	4	11 720
	None of the above	52	47	137 710

Information sources, health and wellbeing products / services	Print magazines	15	17	49 810
	Newspapers	16	20	58 600
	Magazine websites	7	7	20 510
	Newspaper websites	6	7	20 510
	Blogs	6	5	14 650
	Social media	20	17	49 810
	Other websites	34	35	102 550
	Television	11	11	32 230
	Radio	2	3	8 790
	Direct mail	18	18	52 740
	None of the above	40	39	114 270

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	14	16	46 880
	Newspapers	20	26	76 180
	Magazine websites	7	8	23 440
	Newspaper websites	7	9	26 370
	Blogs	5	5	14 650
	Social media	20	17	49 810
	Other websites	39	39	114 270
	Television	13	13	38 090
	Radio	1	2	5 860
	Direct mail	33	34	99 620
	None of the above	29	29	84 970

Tiede magazine's reader profile / Source NRS 2021

Buyer profile		All 15+ %	Tiede Readers %	Tiede Amount of readers
Interests	Cars, motor vehicles	25	31	90 830
	Well-being and health	51	53	155 290
	Charity work	14	17	49 810
	Self development	32	37	108 410
	Fishing	16	14	41 020
	Beauty care and cosmetics	16	11	32 230
	Literature	33	45	131 850
	Domestic and foreign news	58	72	210 960
	Domestic travel	36	31	90 830
	Culture	36	47	137 710
	Handicraft	25	22	64 460
	Nature and going outdoor	54	64	187 520
	Hunting	9	10	29 300
	Style and fashion	21	17	49 810
	Music and concerts	38	36	105 480
	Going on summer cottage	27	23	67 390
	Local affairs	62	66	193 380
	Computer/console/mobile playing	19	26	76 180
	Politics	44	57	167 010
	Gardening and plants	35	32	93 760
	Building and renovating	37	38	111 340
	Food and drink	42	40	117 200
	Cooking, baking, recipes	42	40	117 200
	Investment	21	22	64 460
	Decorating	32	21	61 530
	Economic and finances	34	41	120 130
	Travelling abroad	40	37	108 410
	Sports, exercising	43	43	125 990
	Sailing, boating	10	11	32 230
	Consumer electronics and information technology	26	39	114 270
	Environmental matters	39	55	161 150
	None of the above	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	45	43	125 990
	Repair and construction products	42	44	128 920
	Domestic appliances	40	41	120 130
	Electronics or IT products	54	55	161 150
	Cars	20	21	61 530
	Clothing and footwear	81	80	234 400
	Eyeglasses, contact lenses or sunglasses	34	35	102 550
	Sports clothing, footwear or equipment	59	59	172 870
	Saving or investing products or services	25	28	82 040
	Cosmetics and beauty products	48	43	125 990
	Mobile phones	36	36	105 480
	Travels	39	41	120 130
	Products and services for health and well-being	59	61	178 730
	None of the above	1	1	2 930

Intentions to purchase within 12 months	Furniture and furnishings	31	30	87 900
	Repair and construction products	36	38	111 340
	Domestic appliances	20	21	61 530
	Electronics or IT products	27	29	84 970
	Cars	13	13	38 090
	Clothing and footwear	66	66	193 380
	Eyeglasses, contact lenses or sunglasses	27	27	79 110
	Sports clothing, footwear or equipment	44	44	128 920
	Saving or investing products or services	21	24	70 320
	Cosmetics and beauty products	37	33	96 690
	Mobile phones	16	16	46 880
	Travels	38	41	120 130
	Products and services for health and well-being	47	49	143 570
	None of the above	6	6	17 580

Planned acquisitions in the househould over the next 2 years	Building a house	3	2	5 860
	Buying an apartment	12	12	35 160
	Home renovation	28	29	84 970
	Buying a car	24	23	67 390
	Buying a boat	4	4	11 720
	None of these	50	49	143 570

Will consider switching over the next 12 months	Bank	8	7	20 510
	Insurance company	10	9	26 370
	electric company	12	13	38 090
	Internet Connection	9	10	29 300
	Phone-subscription	13	12	35 160
	None of the above	49	50	146 500
	Can not say	21	20	58 600

Use of extra money	Magazines, books, movies	21	24	70 320
	Eating, drinking, partying in a restaurant	35	33	96 690
	Exercises and sports equipment	26	27	79 110
	Cultural events (eg. concerts, theater, festivals)	36	40	117 200
	Renovation, interior design	26	24	70 320
	Health services and personal well-being	20	19	55 670
	Travel	42	45	131 850
	Consumer electronics and IT equipment, mobile phones	16	16	46 880
	Clothes, shoes and bags	26	22	64 460
	Home services (cleaning and other housekeeping services)	5	6	17 580
	Car, boat, motorcycle	13	13	38 090
	Cosmetics and beauty care	12	9	26 370
	Saving, investing	45	48	140 640
	Other	8	8	23 440
	There is no extra money left after mandatory expenses	7	5	14 650
	Can not say	2	3	8 790
Planning on buying/doing in the next 12 months

Tiede magazine's reader profile / Source NRS 2021