Unelmien Talo&Koti
Kansikuva Unelmien Talo&Koti 2026

Unelmien Talo&Koti

Unelmien Talo&Koti (“House&Home of Dreams”) is Finland’s most cheerful interior design magazine, full of lovingly decorated homes, affordable design finds and inspiring DIY ideas. Readers of UTK like to refresh their homes continuously by purchasing items and doing things themselves – they often spend more in shops than they had planned to, and they are passionate about the magazine: “The only magazine whose contents are 100% relevant to me. The layout, the articles and the wonderful homes.” The magazine’s main target audience is young women with families. Unelmien Talo&Koti is also active on the “Meillä kotona” website, Facebook and Instagram. The magazine includes tips by the popular Finnish bloggers Kinuskikissa, a.k.a. Sini Visa. Other contributors to the magazine include Katja Reinikainen from the “Parolan asema” blog and Tiina Arponen from the “Muita ihania” blog.

Issues per year

12 issues per year

Magazine website

https://www.meillakotona.fi/lehdet/unelmien-talo-ja-koti

Magazine in Social Media
A-lehdet Oy Consumer magazines Living, garden, ironmongery and renovation
Living FIAM NRS Home Gardening Recipes Interior design Interior decoration DIY

Timetables

Issue Issue Booking Date Material Date Themes and info
1 9.1.2026 9.12.2025 Bedrooms. Wardrobe storage.
2 11.2.2026 19.1.2026 Kitchen extra.
3 11.3.2026 16.2.2026 Spring interior design trends.
4 8.4.2026 11.3.2026 New products for the garden, terrace, and balcony.
5 6.5.2026 10.4.2026 Get your home ready for celebrations. Tableware and dishware news.
6 10.6.2026 18.5.2026 Cottage interior design.
7 8.7.2026 12.6.2026 Housing fair special issue.
8 12.8.2026 20.7.2026 Organize your hallway.
9 9.9.2026 17.8.2026 Autumn interior design trends.
10 7.10.2026 14.9.2026 Lighting ideas.
11 11.11.2026 19.10.2026 Bathroom extra.
12 9.12.2026 16.11.2026 Decorate a charming Christmas home. Most beautiful table settings and decorations.

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 landscape Not specified 460x297 mm 5 mm 9 445 €
2/1 landscape First spread 460x297 mm 5 mm 10 343 €
1/1 portrait Not specified 230x297 mm 5 mm 4 725 €
1/1 portrait 2. Cover 230x297 mm 5 mm 5 198 €
1/1 portrait 3. Cover 230x297 mm 5 mm 5 198 €
1/1 TK portrait Back cover 230 x 267 mm 5 mm 5 198 €
1/2 portrait Not specified 112x297 mm 5 mm 3 035 €
1/2 landscape Not specified 230x146 mm 5 mm 3 035 €
1/3 portrait Not specified 77x297 mm 5 mm 2 809 €
1/3 landscape Not specified 230x99 mm 5 mm 2 809 €
1/4 portrait Not specified 60x297 mm 5 mm 2 132 €
1/4 landscape Not specified 230x74 mm 5 mm 2 132 €
1/4 square Not specified 112x146 mm 5 mm 2 132 €
*) size without marginal Prices valid until 31.12.2026
Size

230 x 297 mm

Printing method

Offset

Binding

Stitching

Printer

PunaMusta Oy

Delivery of ad material and instructions

ICC profile

Technical information

Terms of delivery

Check the delivery conditions from the publisher

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

230 x 297 mm

Printing method

Offset

Binding

Stiftaus

Printer

PunaMusta Oy

Delivery of ad material and instructions

ICC profile

Technical information

"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Desktop Paraati + tapetti 980x400 px 42 € / CPM (Cost per thousand)
Desktop 980x400 px 34 € / CPM (Cost per thousand)
Desktop 980x400, 300x300 px 23 € / CPM (Cost per thousand)
Desktop 300x600 px 23 € / CPM (Cost per thousand)
Desktop 980x120 px 12 € / CPM (Cost per thousand)
Desktop 468x400 px 9 € / CPM (Cost per thousand)
Desktop 300x250 px 8 € / CPM (Cost per thousand)
Mobile 300x300 px 13 € / CPM (Cost per thousand)
Mobile 300x250 px 8 € / CPM (Cost per thousand)
Desktop Interstitiaali 1200x1600 px 50 € / CPM (Cost per thousand)
Desktop 600x500 px 12 € / CPM (Cost per thousand)
Desktop 2048x1152, 750x1334 px 23 € / CPM (Cost per thousand)
Desktop 140x350 px 10 € / CPM (Cost per thousand)
Desktop 160x600 px 10 € / CPM (Cost per thousand)
Desktop 200x900 px 11 € / CPM (Cost per thousand)
Desktop Cross-screen taktinen 980x120, 468x400, 300x250, 160x600 px 11 € / CPM (Cost per thousand)
Prices valid until 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
85 200
Total reach
How many times read
1,9
Minutes of reading
64 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026

NRS Facts

Print readers include only those who read the printed magazine.

Readers 85 200
Minutes of reading64 min
How many times read1,9
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 84 71 600
Men 49 16 13 600
Native language Finnish 95 94 80 100
Swedish 5 6 5 100
Age 15-24 y 13 3 2 600
25-34 y 14 3 2 600
35-44 y 14 11 9 400
45-54 y 14 19 16 200
55-64 y 15 26 22 200
65+ y 30 38 32 400
Gender + age Female 15-29 years 9 2 1 700
Female 30-49 years 14 20 17 000
Female 50+ years 28 61 52 000
Male 15-29 years 10 1 900
Male 30-49 years 15 3 2 600
Male 50+ years 24 12 10 200
Household position Lives at home with parents 7 2 1 700
Lives alone 29 24 20 400
Lives with spouse 36 43 36 600
Lives with spouse and children 23 27 23 000
Single parent 2 3 2 600
Other 2 2 1 700
Grandchildren under 18 years of age Yes 20 28 23 900
No 39 55 46 900
No answer (under 45 year olds) 41 17 14 500
Education Elementary school 4 6 5 100
Secondary school 6 5 4 300
Vocational 26 29 24 700
High school 13 11 9 400
University of Applied Sciences 19 18 15 300
University 30 28 23 900
Something else 2 3 2 600
Decision-maker in grocery purchases Yes 93 96 81 800
No 7 4 3 400
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 82 69 900
No 32 18 15 300
Size of the household 1 pers 28 24 20 400
2 pers 38 46 39 200
3 pers 14 15 12 800
4 pers 12 9 7 700
5+ pers 7 6 5 100
Household income (gross) Below 20 000 € /y 10 4 3 400
20 000 - 35 000 € /y 15 19 16 200
35 001 - 50 000 € /y 18 20 17 000
50 001 - 85 000 € /y 21 23 19 600
85 001 - 100 000 € /y 8 10 8 500
Over 100 000 € /y 12 11 9 400
Dont want to tell 7 9 7 700
Cant say / No answer 9 4 3 400
Family with kids Yes 33 30 25 600
No 67 70 59 600
Number of children in the household (5th grade) 1 child 13 14 11 900
2 children 12 10 8 500
3 children 5 4 3 400
4 children 1 1 900
5+ children 1 1 900
There are no children 67 70 59 600
Doesn't want to answer 0 0 0
Pets in household Cat 15 16 13 600
Dog 24 27 23 000
Some other pet 5 6 5 100
No pets 62 59 50 300
Health services used in the household Public health services 85 88 75 000
Employer - funded health care services 51 48 40 900
Private, self-funded healthcare services 39 48 40 900
Private health insurance services 27 26 22 200
No health care 1 1 900
Can not say 1 0 0
Housing Apartment 33 27 23 000
Row house or semi-detached house 17 18 15 300
Detached house 45 51 43 500
Farm 4 4 3 400
Something else 1 1 900
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 82 69 900
Rented residence 22 15 12 800
Right of residence apartment 2 2 1 700
Something else 1 0 0
Can not say 1 1 900
Cottage or holiday home in regular use Yes 41 42 35 800
No 58 58 49 400
Can not say 1 1 900
Number of cars in household One car 46 45 38 300
Two cars 29 32 27 300
Three or more cars 10 12 10 200
No car 15 11 9 400
Type of car, if buying now New 18 23 19 600
Used 71 66 56 200
Company car 5 3 2 600
Leasing (personal) 9 8 6 800
Shared car 2 2 1 700
Doesn't use a car 8 8 6 800
Can not say 5 6 5 100
Advertising ban at the door / mailbox Yes 29 19 16 200
No 70 80 68 200
Can not say 1 0 0
Using AdBlocker or similar application Yes 19 7 6 000
No 75 88 75 000
Can not say 5 5 4 300
Type of municipality (7 class) Greater Helsinki 20 15 12 800
Turku or Tampere 8 5 4 300
Oulu 4 3 2 600
70 000 - 150 000 inhabitants town 14 14 11 900
Urban municipality 24 28 23 900
Conurbation 17 19 16 200
Countryside 12 15 12 800
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 23 19 600
5-6 days a week 4 8 6 800
1-4 days a week 23 35 29 800
Monthly 25 21 17 900
Rarely 27 10 8 500
Never 9 2 1 700
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 26 22 200
5-6 days a week 5 8 6 800
1-4 days a week 18 17 14 500
Monthly 16 12 10 200
Rarely 24 22 18 700
Never 13 13 11 100
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 36 30 700
5-6 days a week 4 8 6 800
1-4 days a week 22 26 22 200
Monthly 16 9 7 700
Rarely 25 17 14 500
Never 9 3 2 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 57 48 600
5-6 days a week 9 9 7 700
1-4 days a week 16 15 12 800
Monthly 7 5 4 300
Rarely 8 8 6 800
Never 5 5 4 300
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 6 5 100
5-6 days a week 3 5 4 300
1-4 days a week 38 48 40 900
Monthly 20 16 13 600
Rarely 24 20 17 000
Never 10 5 4 300
Can not say 1 1 900
The frequency of watching: Free online TV services Daily 19 23 19 600
5-6 days a week 10 12 10 200
1-4 days a week 29 28 23 900
Monthly 20 17 14 500
Rarely 15 14 11 900
Never 6 7 6 000
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 15 12 800
5-6 days a week 10 8 6 800
1-4 days a week 22 21 17 900
Monthly 9 9 7 700
Rarely 12 12 10 200
Never 29 35 29 800
Can not say 1 1 900
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 52 44 300
5-6 days a week 10 10 8 500
1-4 days a week 19 19 16 200
Monthly 12 10 8 500
Rarely 13 8 6 800
Never 4 2 1 700
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 42 35 800
5-6 days a week 11 12 10 200
1-4 days a week 20 20 17 000
Monthly 12 8 6 800
Rarely 14 10 8 500
Never 9 8 6 800
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 28 23 900
5-6 days a week 5 5 4 300
1-4 days a week 15 16 13 600
Monthly 13 11 9 400
Rarely 27 26 22 200
Never 16 12 10 200
Can not say 1 2 1 700
The frequency of listening: Programs of commercial radio channels Daily 17 24 20 400
5-6 days a week 9 8 6 800
1-4 days a week 19 17 14 500
Monthly 14 12 10 200
Rarely 23 21 17 900
Never 17 18 15 300
Can not say 1 1 900
The frequency of listening: Podcasts Daily 7 5 4 300
5-6 days a week 4 3 2 600
1-4 days a week 12 9 7 700
Monthly 14 12 10 200
Rarely 26 27 23 000
Never 35 42 35 800
Can not say 2 2 1 700
User frequency and following: Social media Daily 62 61 52 000
5-6 days a week 7 6 5 100
1-4 days a week 7 7 6 000
Monthly 3 2 1 700
Rarely 6 6 5 100
Never 15 17 14 500
Can not say 0 1 900
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 9 400
5-6 days a week 5 3 2 600
1-4 days a week 13 10 8 500
Monthly 8 7 6 000
Rarely 20 24 20 400
Never 36 43 36 600
Can not say 1 2 1 700
Reading frequency: Printed books Daily 17 21 17 900
5-6 days a week 6 6 5 100
1-4 days a week 15 14 11 900
Monthly 22 20 17 000
Rarely 34 32 27 300
Never 7 6 5 100
Can not say 0 0 0
Reading frequency: E-books Daily 3 3 2 600
5-6 days a week 2 1 900
1-4 days a week 4 5 4 300
Monthly 6 5 4 300
Rarely 30 27 23 000
Never 54 57 48 600
Can not say 1 2 1 700
Listening frequency: Audiobooks Daily 8 11 9 400
5-6 days a week 3 3 2 600
1-4 days a week 6 5 4 300
Monthly 8 7 6 000
Rarely 23 20 17 000
Never 52 54 46 000
Can not say 1 1 900
Usage/viewing frequency: YouTube Daily 22 11 9 400
5-6 days a week 9 6 5 100
1-4 days a week 20 19 16 200
Monthly 20 21 17 900
Rarely 19 27 23 000
Never 10 16 13 600
Can not say 0 1 900
Usage/following: LinkedIn Daily 6 4 3 400
5-6 days a week 2 1 900
1-4 days a week 7 7 6 000
Monthly 8 8 6 800
Rarely 13 11 9 400
Never 52 56 47 700
Cant say / No answer 11 13 11 100
Usage/following: Facebook Daily 40 49 41 700
5-6 days a week 6 6 5 100
1-4 days a week 11 9 7 700
Monthly 5 3 2 600
Rarely 10 7 6 000
Never 17 14 11 900
Cant say / No answer 10 12 10 200
Usage/Following: Instagram Daily 37 37 31 500
5-6 days a week 6 4 3 400
1-4 days a week 9 8 6 800
Monthly 5 5 4 300
Rarely 8 7 6 000
Never 25 26 22 200
Cant say / No answer 10 13 11 100
Usage/following rate: Snapchat Daily 16 8 6 800
5-6 days a week 2 1 900
1-4 days a week 2 2 1 700
Monthly 2 1 900
Rarely 5 6 5 100
Never 62 70 59 600
Cant say / No answer 11 13 11 100
Usage/following: X (formerly Twitter) Daily 4 2 1 700
5-6 days a week 2 1 900
1-4 days a week 4 2 1 700
Monthly 3 3 2 600
Rarely 11 8 6 800
Never 66 72 61 300
Cant say / No answer 10 13 11 100
Usage/Following: TikTok Daily 13 5 4 300
5-6 days a week 2 1 900
1-4 days a week 4 3 2 600
Monthly 3 3 2 600
Rarely 8 10 8 500
Never 62 66 56 200
Cant say / No answer 10 12 10 200
Usage/following frequency: Jodel Daily 3 1 900
5-6 days a week 1 1 900
1-4 days a week 2 1 900
Monthly 3 1 900
Rarely 6 4 3 400
Never 71 75 63 900
Cant say / No answer 15 17 14 500
Usage/following frequency: Threads Daily 3 3 2 600
5-6 days a week 1 2 1 700
1-4 days a week 4 3 2 600
Monthly 3 3 2 600
Rarely 5 4 3 400
Never 69 68 57 900
Cant say / No answer 15 18 15 300
Usage/following frequency: Bluesky Daily 0 1 900
5-6 days a week 0 0 0
1-4 days a week 1 1 900
Monthly 1 0 0
Rarely 3 3 2 600
Never 80 78 66 500
Cant say / No answer 15 18 15 300
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 15 12 800
Partially agree 42 45 38 300
Partially disagree 29 28 23 900
Completely disagree 10 10 8 500
Can not say 3 2 1 700
I prefer domestic products Completely agree 33 33 28 100
Partially agree 55 56 47 700
Partially disagree 9 8 6 800
Completely disagree 1 1 900
Can not say 2 1 900
I consciously make responsible choices in my consumption Completely agree 21 20 17 000
Partially agree 54 59 50 300
Partially disagree 18 16 13 600
Completely disagree 4 2 1 700
Can not say 4 3 2 600
When shopping, quality is more important to me than price Completely agree 24 23 19 600
Partially agree 58 60 51 100
Partially disagree 14 14 11 900
Completely disagree 1 1 900
Can not say 3 2 1 700
I usually choose the cheapest option Completely agree 13 13 11 100
Partially agree 48 50 42 600
Partially disagree 32 29 24 700
Completely disagree 5 5 4 300
Can not say 2 2 1 700
I often take advantage of discount and campaign prices in my purchases Completely agree 39 42 35 800
Partially agree 49 50 42 600
Partially disagree 9 7 6 000
Completely disagree 2 1 900
Can not say 1 1 900
In my circle of friends, I am often the first to try new things Completely agree 5 5 4 300
Partially agree 23 26 22 200
Partially disagree 38 36 30 700
Completely disagree 24 24 20 400
Can not say 10 10 8 500
In my opinion, money is for consumption and not for saving Completely agree 5 6 5 100
Partially agree 37 37 31 500
Partially disagree 43 45 38 300
Completely disagree 10 10 8 500
Can not say 4 2 1 700
I prefer local shops and services Completely agree 28 30 25 600
Partially agree 58 61 52 000
Partially disagree 11 8 6 800
Completely disagree 1 1 900
Can not say 2 1 900
I want to see advertising targeted to me based on my online behavior Completely agree 4 4 3 400
Partially agree 27 29 24 700
Partially disagree 28 30 25 600
Completely disagree 33 31 26 400
Can not say 7 7 6 000
When I want a certain brand of product, the price doesn't matter Completely agree 9 7 6 000
Partially agree 32 34 29 000
Partially disagree 36 40 34 100
Completely disagree 20 16 13 600
Can not say 3 3 2 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 17 14 500
Partially agree 49 54 46 000
Partially disagree 23 20 17 000
Completely disagree 7 6 5 100
Can not say 5 3 2 600
Ecology is an important purchase reason for me Completely agree 18 18 15 300
Partially agree 50 57 48 600
Partially disagree 23 18 15 300
Completely disagree 6 4 3 400
Can not say 4 3 2 600
I prefer well-known brands Completely agree 13 14 11 900
Partially agree 59 59 50 300
Partially disagree 20 20 17 000
Completely disagree 5 4 3 400
Can not say 3 3 2 600
I prefer used products in my purchases Completely agree 15 13 11 100
Partially agree 39 42 35 800
Partially disagree 31 30 25 600
Completely disagree 11 12 10 200
Can not say 3 3 2 600
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 15 12 800
Quite positively 61 64 54 500
Quite negatively 16 12 10 200
Very negative 4 3 2 600
Can not say 6 6 5 100
Magazines Very positive 12 15 12 800
Quite positively 60 63 53 700
Quite negatively 18 14 11 900
Very negative 4 2 1 700
Can not say 7 6 5 100
Free and local newspapers Very positive 22 27 23 000
Quite positively 56 55 46 900
Quite negatively 11 8 6 800
Very negative 4 2 1 700
Can not say 6 7 6 000
Newspaper/Magazine websites or applications Very positive 5 6 5 100
Quite positively 43 46 39 200
Quite negatively 33 30 25 600
Very negative 11 7 6 000
Can not say 8 11 9 400
Social media (Facebook, Instagram etc.) Very positive 5 3 2 600
Quite positively 30 34 29 000
Quite negatively 35 32 27 300
Very negative 19 15 12 800
Can not say 11 16 13 600
Influencer advertising (e.g. in social media) Very positive 4 3 2 600
Quite positively 25 24 20 400
Quite negatively 35 36 30 700
Very negative 23 20 17 000
Can not say 13 17 14 500
Newsletters to email Very positive 2 2 1 700
Quite positively 16 18 15 300
Quite negatively 35 38 32 400
Very negative 45 37 31 500
Can not say 3 5 4 300
Other websites Very positive 2 2 1 700
Quite positively 32 34 29 000
Quite negatively 39 36 30 700
Very negative 15 11 9 400
Can not say 12 17 14 500
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 6 5 100
Quite positively 44 47 40 000
Quite negatively 31 32 27 300
Very negative 14 10 8 500
Can not say 4 5 4 300
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 3 2 600
Quite positively 33 33 28 100
Quite negatively 35 37 31 500
Very negative 21 19 16 200
Can not say 7 8 6 800
Home delivered advertisements and catalogues Very positive 14 21 17 900
Quite positively 44 50 42 600
Quite negatively 21 15 12 800
Very negative 15 9 7 700
Can not say 5 5 4 300
Out-of-home advertising Very positive 11 9 7 700
Quite positively 51 53 45 200
Quite negatively 22 22 18 700
Very negative 9 7 6 000
Can not say 8 9 7 700
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 26 22 200
Partially agree 59 60 51 100
Partially disagree 10 7 6 000
Completely disagree 3 2 1 700
Can not say 11 5 4 300
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 26 22 200
Partially agree 56 58 49 400
Partially disagree 14 8 6 800
Completely disagree 4 2 1 700
Can not say 10 6 5 100
When reading a magazine, I don't multitask Completely agree 33 40 34 100
Partially agree 39 40 34 100
Partially disagree 17 14 11 900
Completely disagree 4 2 1 700
Can not say 8 4 3 400
A professional magazine keeps me up to date on professional matters Completely agree 21 27 23 000
Partially agree 44 45 38 300
Partially disagree 11 8 6 800
Completely disagree 5 4 3 400
Can not say 18 17 14 500
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 35 29 800
Partially agree 47 45 38 300
Partially disagree 7 6 5 100
Completely disagree 3 2 1 700
Can not say 12 12 10 200
Finnish magazines offer reliable comparisons and tests Completely agree 16 21 17 900
Partially agree 51 50 42 600
Partially disagree 13 12 10 200
Completely disagree 3 2 1 700
Can not say 18 15 12 800
Finnish magazines offer reliable product recommendations Completely agree 10 15 12 800
Partially agree 50 54 46 000
Partially disagree 17 15 12 800
Completely disagree 3 2 1 700
Can not say 20 14 11 900
Finnish magazines are of high quality Completely agree 22 31 26 400
Partially agree 57 53 45 200
Partially disagree 9 8 6 800
Completely disagree 1 1 900
Can not say 10 7 6 000
Ads in magazines make new things familiar Completely agree 10 16 13 600
Partially agree 48 50 42 600
Partially disagree 22 20 17 000
Completely disagree 7 7 6 000
Can not say 13 8 6 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 16 13 600
Partially agree 33 36 30 700
Partially disagree 22 22 18 700
Completely disagree 22 18 15 300
Can not say 11 7 6 000
I have purchased products based on the ad in magazine Completely agree 9 14 11 900
Partially agree 31 37 31 500
Partially disagree 26 24 20 400
Completely disagree 24 20 17 000
Can not say 10 6 5 100
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 23 19 600
Partially agree 48 51 43 500
Partially disagree 20 14 11 900
Completely disagree 12 8 6 800
Can not say 7 4 3 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 13 11 100
Partially agree 28 37 31 500
Partially disagree 27 25 21 300
Completely disagree 28 19 16 200
Can not say 10 5 4 300
Advertising published in magazines is trustworthy Completely agree 4 5 4 300
Partially agree 36 39 33 200
Partially disagree 35 32 27 300
Completely disagree 9 7 6 000
Can not say 16 16 13 600
The free customer magazine is an important customer benefit for me Completely agree 15 24 20 400
Partially agree 39 44 37 500
Partially disagree 23 18 15 300
Completely disagree 12 7 6 000
Can not say 10 6 5 100
I follow one or more magazines on social media Completely agree 7 8 6 800
Partially agree 20 22 18 700
Partially disagree 23 25 21 300
Completely disagree 42 39 33 200
Can not say 7 6 5 100
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 45 38 300
Partially agree 27 28 23 900
Partially disagree 11 10 8 500
Completely disagree 14 16 13 600
Can not say 2 1 900
I usually read many articles at once when I visit magazine websites Completely agree 35 34 29 000
Partially agree 39 41 34 900
Partially disagree 13 11 9 400
Completely disagree 10 11 9 400
Can not say 3 2 1 700
I often end up on newspaper websites through social media or other links Completely agree 18 16 13 600
Partially agree 33 38 32 400
Partially disagree 21 20 17 000
Completely disagree 24 24 20 400
Can not say 4 3 2 600
I read newspaper websites or apps several times a day Completely agree 19 17 14 500
Partially agree 33 32 27 300
Partially disagree 25 23 19 600
Completely disagree 21 24 20 400
Can not say 3 3 2 600
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 21 17 900
Partially agree 21 23 19 600
Partially disagree 17 15 12 800
Completely disagree 37 36 30 700
Can not say 8 6 5 100
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 26 22 200
Partially agree 52 52 44 300
Partially disagree 12 10 8 500
Completely disagree 4 3 2 600
Can not say 8 9 7 700
I want to know if media content has been generated using AI Completely agree 75 75 63 900
Partially agree 16 16 13 600
Partially disagree 3 3 2 600
Completely disagree 2 1 900
Can not say 5 5 4 300
I am willing to pay for well-crafted journalistic content Completely agree 31 33 28 100
Partially agree 39 41 34 900
Partially disagree 15 12 10 200
Completely disagree 8 6 5 100
Can not say 7 8 6 800
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 65 55 400
Cosmetics and beauty care 16 28 23 900
Interior design and furniture 26 37 31 500
Renovation and building 24 28 23 900
Domestic appliances 10 9 7 700
Consumer electronics and IT equipment 13 9 7 700
Saving and investing 14 12 10 200
Style and fashion 21 32 27 300
Cars 14 8 6 800
Travelling 23 28 23 900
Sports clothing, footwear or equipment 14 15 12 800
Health and wellness products/services 19 29 24 700
None of these 16 11 9 400
Can not say 10 8 6 800
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 57 48 600
Cosmetics and beauty care 17 26 22 200
Interior design and furniture 21 27 23 000
Renovation and building 21 21 17 900
Domestic appliances 10 9 7 700
Consumer electronics and IT equipment 17 10 8 500
Saving and investing 13 11 9 400
Style and fashion 19 29 24 700
Cars 13 9 7 700
Travelling 23 26 22 200
Sports clothing, footwear or equipment 16 16 13 600
Health and wellness products/services 18 22 18 700
None of these 21 19 16 200
Can not say 12 11 9 400
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 13 11 100
Well-being and health 50 68 57 900
Charity work 14 14 11 900
Self development 32 39 33 200
Celebrities 13 14 11 900
Fishing 15 8 6 800
Beauty care and cosmetics 16 24 20 400
Literature 29 38 32 400
Domestic and foreign news 51 53 45 200
Domestic travel 33 41 34 900
Culture 34 44 37 500
Crafts 25 38 32 400
Nature and going outdoor 52 57 48 600
Hunting 9 5 4 300
Style and fashion 20 35 29 800
Music and concerts 37 37 31 500
Going on summer cottage 29 41 34 900
Local affairs 56 67 57 100
Computer/console/mobile playing 17 4 3 400
Politics 43 39 33 200
Gardening and plants 29 59 50 300
Online gambling or betting 5 3 2 600
Building and renovating 34 51 43 500
Food and drink 38 39 33 200
Cooking, baking, recipes 38 50 42 600
Investment 24 19 16 200
Decorating 28 72 61 300
Economic and finances 36 32 27 300
Science 37 26 22 200
Travelling abroad 34 39 33 200
Sports, exercising 45 34 29 000
Sailing, boating 9 6 5 100
Consumer electronics and information technology 20 7 6 000
Environmental matters 31 34 29 000
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 1 700
Buying an apartment 11 9 7 700
Home renovation 27 34 29 000
Buying a car 27 24 20 400
Buying a boat 3 2 1 700
None of these 51 50 42 600
Purchases in the last 12 months Furniture and furnishings 43 48 40 900
Repair and construction products 38 37 31 500
Domestic appliances 37 40 34 100
Electronics or IT products 49 42 35 800
Cars 19 18 15 300
Clothing and footwear 84 87 74 100
Eyeglasses, contact lenses or sunglasses 36 42 35 800
Sports clothing, footwear or equipment 57 58 49 400
Saving or investing products or services 32 28 23 900
Cosmetics and beauty products 49 67 57 100
Mobile phones 29 27 23 000
Travels 50 54 46 000
Products and services for health and well-being 61 67 57 100
None of the above 1 1 900
Intentions to purchase within 12 months Furniture and furnishings 29 30 25 600
Repair and construction products 33 38 32 400
Domestic appliances 17 19 16 200
Electronics or IT products 27 18 15 300
Cars 14 12 10 200
Clothing and footwear 68 72 61 300
Eyeglasses, contact lenses or sunglasses 27 32 27 300
Sports clothing, footwear or equipment 43 42 35 800
Saving or investing products or services 27 22 18 700
Cosmetics and beauty products 39 54 46 000
Mobile phones 15 14 11 900
Travels 46 50 42 600
Products and services for health and well-being 50 56 47 700
None of the above 6 4 3 400
Will consider switching over the next 12 months Bank 7 7 6 000
Insurance company 11 8 6 800
electric company 15 12 10 200
Internet Connection 10 7 6 000
Phone-subscription 17 12 10 200
None of the above 48 50 42 600
Can not say 17 20 17 000
Uses of extra money Travelling 43 47 40 000
Exercise hobbies and equipment 28 22 18 700
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 40 34 100
Eating, drinking, partying in a restaurant 38 35 29 800
Health services and one's own well-being 22 27 23 000
Renovation, decoration 23 31 26 400
Home services (cleaning and other housekeeping services) 6 10 8 500
Pet services and supplies 11 13 11 100
Car, boat, motorcycle 13 8 6 800
Entertainment electronics and information technology equipment, mobile phones 14 6 5 100
Streaming services and channel packages (music, series, films, sports) 17 14 11 900
Magazine/newspaper subscriptions (print or digital) 9 10 8 500
Books (print, e-books, audiobooks) 18 20 17 000
Clothes, shoes and bags 24 26 22 200
Cosmetics and beauty care 13 17 14 500
Saving, investing 50 47 40 000
Other 7 6 5 100
There is no extra money after mandatory expenses 8 9 7 700
Can not say 3 3 2 600
Source: NRS 2026

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

Total reach
Only print
Only print
Print and online
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 0 71 600
Men 49 0 13 600
Native language Finnish 95 0 80 100
Swedish 5 0 5 100
Age 15-24 y 13 0 2 600
25-34 y 14 0 2 600
35-44 y 14 0 9 400
45-54 y 14 0 16 200
55-64 y 15 0 22 200
65+ y 30 0 32 400
Gender + age Female 15-29 years 9 0 1 700
Female 30-49 years 14 0 17 000
Female 50+ years 28 0 52 000
Male 15-29 years 10 0 900
Male 30-49 years 15 0 2 600
Male 50+ years 24 0 10 200
Household position Lives at home with parents 7 0 1 700
Lives alone 29 0 20 400
Lives with spouse 36 0 36 600
Lives with spouse and children 23 0 23 000
Single parent 2 0 2 600
Other 2 0 1 700
Grandchildren under 18 years of age Yes 20 0 23 900
No 39 0 46 900
No answer (under 45 year olds) 41 0 14 500
Education Elementary school 4 0 5 100
Secondary school 6 0 4 300
Vocational 26 0 24 700
High school 13 0 9 400
University of Applied Sciences 19 0 15 300
University 30 0 23 900
Something else 2 0 2 600
Decision-maker in grocery purchases Yes 93 0 81 800
No 7 0 3 400
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 0 69 900
No 32 0 15 300
Size of the household 1 pers 28 0 20 400
2 pers 38 0 39 200
3 pers 14 0 12 800
4 pers 12 0 7 700
5+ pers 7 0 5 100
Household income (gross) Below 20 000 € /y 10 0 3 400
20 000 - 35 000 € /y 15 0 16 200
35 001 - 50 000 € /y 18 0 17 000
50 001 - 85 000 € /y 21 0 19 600
85 001 - 100 000 € /y 8 0 8 500
Over 100 000 € /y 12 0 9 400
Dont want to tell 7 0 7 700
Cant say / No answer 9 0 3 400
Family with kids Yes 33 0 25 600
No 67 0 59 600
Number of children in the household (5th grade) 1 child 13 0 11 900
2 children 12 0 8 500
3 children 5 0 3 400
4 children 1 0 900
5+ children 1 0 900
There are no children 67 0 59 600
Doesn't want to answer 0 0 0
Pets in household Cat 15 0 13 600
Dog 24 0 23 000
Some other pet 5 0 5 100
No pets 62 0 50 300
Health services used in the household Public health services 85 0 75 000
Employer - funded health care services 51 0 40 900
Private, self-funded healthcare services 39 0 40 900
Private health insurance services 27 0 22 200
No health care 1 0 900
Can not say 1 0 0
Housing Apartment 33 0 23 000
Row house or semi-detached house 17 0 15 300
Detached house 45 0 43 500
Farm 4 0 3 400
Something else 1 0 900
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 0 69 900
Rented residence 22 0 12 800
Right of residence apartment 2 0 1 700
Something else 1 0 0
Can not say 1 0 900
Cottage or holiday home in regular use Yes 41 0 35 800
No 58 0 49 400
Can not say 1 0 900
Number of cars in household One car 46 0 38 300
Two cars 29 0 27 300
Three or more cars 10 0 10 200
No car 15 0 9 400
Type of car, if buying now New 18 0 19 600
Used 71 0 56 200
Company car 5 0 2 600
Leasing (personal) 9 0 6 800
Shared car 2 0 1 700
Doesn't use a car 8 0 6 800
Can not say 5 0 5 100
Advertising ban at the door / mailbox Yes 29 0 16 200
No 70 0 68 200
Can not say 1 0 0
Using AdBlocker or similar application Yes 19 0 6 000
No 75 0 75 000
Can not say 5 0 4 300
Type of municipality (7 class) Greater Helsinki 20 0 12 800
Turku or Tampere 8 0 4 300
Oulu 4 0 2 600
70 000 - 150 000 inhabitants town 14 0 11 900
Urban municipality 24 0 23 900
Conurbation 17 0 16 200
Countryside 12 0 12 800
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 0 19 600
5-6 days a week 4 0 6 800
1-4 days a week 23 0 29 800
Monthly 25 0 17 900
Rarely 27 0 8 500
Never 9 0 1 700
Can not say 1 0 0
The frequency of reading: Magazine content in digital format Daily 23 0 22 200
5-6 days a week 5 0 6 800
1-4 days a week 18 0 14 500
Monthly 16 0 10 200
Rarely 24 0 18 700
Never 13 0 11 100
Can not say 1 0 0
The frequency of reading: Print newspapers or afternoon papers Daily 24 0 30 700
5-6 days a week 4 0 6 800
1-4 days a week 22 0 22 200
Monthly 16 0 7 700
Rarely 25 0 14 500
Never 9 0 2 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 0 48 600
5-6 days a week 9 0 7 700
1-4 days a week 16 0 12 800
Monthly 7 0 4 300
Rarely 8 0 6 800
Never 5 0 4 300
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 0 5 100
5-6 days a week 3 0 4 300
1-4 days a week 38 0 40 900
Monthly 20 0 13 600
Rarely 24 0 17 000
Never 10 0 4 300
Can not say 1 0 900
The frequency of watching: Free online TV services Daily 19 0 19 600
5-6 days a week 10 0 10 200
1-4 days a week 29 0 23 900
Monthly 20 0 14 500
Rarely 15 0 11 900
Never 6 0 6 000
Can not say 1 0 0
The frequency of watching: Pay TV and streaming services Daily 17 0 12 800
5-6 days a week 10 0 6 800
1-4 days a week 22 0 17 900
Monthly 9 0 7 700
Rarely 12 0 10 200
Never 29 0 29 800
Can not say 1 0 900
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 0 44 300
5-6 days a week 10 0 8 500
1-4 days a week 19 0 16 200
Monthly 12 0 8 500
Rarely 13 0 6 800
Never 4 0 1 700
Can not say 0 0 0
The frequency of watching: Programs of commercial TV channels Daily 33 0 35 800
5-6 days a week 11 0 10 200
1-4 days a week 20 0 17 000
Monthly 12 0 6 800
Rarely 14 0 8 500
Never 9 0 6 800
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 0 23 900
5-6 days a week 5 0 4 300
1-4 days a week 15 0 13 600
Monthly 13 0 9 400
Rarely 27 0 22 200
Never 16 0 10 200
Can not say 1 0 1 700
The frequency of listening: Programs of commercial radio channels Daily 17 0 20 400
5-6 days a week 9 0 6 800
1-4 days a week 19 0 14 500
Monthly 14 0 10 200
Rarely 23 0 17 900
Never 17 0 15 300
Can not say 1 0 900
The frequency of listening: Podcasts Daily 7 0 4 300
5-6 days a week 4 0 2 600
1-4 days a week 12 0 7 700
Monthly 14 0 10 200
Rarely 26 0 23 000
Never 35 0 35 800
Can not say 2 0 1 700
User frequency and following: Social media Daily 62 0 52 000
5-6 days a week 7 0 5 100
1-4 days a week 7 0 6 000
Monthly 3 0 1 700
Rarely 6 0 5 100
Never 15 0 14 500
Can not say 0 0 900
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 0 9 400
5-6 days a week 5 0 2 600
1-4 days a week 13 0 8 500
Monthly 8 0 6 000
Rarely 20 0 20 400
Never 36 0 36 600
Can not say 1 0 1 700
Reading frequency: Printed books Daily 17 0 17 900
5-6 days a week 6 0 5 100
1-4 days a week 15 0 11 900
Monthly 22 0 17 000
Rarely 34 0 27 300
Never 7 0 5 100
Can not say 0 0 0
Reading frequency: E-books Daily 3 0 2 600
5-6 days a week 2 0 900
1-4 days a week 4 0 4 300
Monthly 6 0 4 300
Rarely 30 0 23 000
Never 54 0 48 600
Can not say 1 0 1 700
Listening frequency: Audiobooks Daily 8 0 9 400
5-6 days a week 3 0 2 600
1-4 days a week 6 0 4 300
Monthly 8 0 6 000
Rarely 23 0 17 000
Never 52 0 46 000
Can not say 1 0 900
Usage/viewing frequency: YouTube Daily 22 0 9 400
5-6 days a week 9 0 5 100
1-4 days a week 20 0 16 200
Monthly 20 0 17 900
Rarely 19 0 23 000
Never 10 0 13 600
Can not say 0 0 900
Usage/following: LinkedIn Daily 6 0 3 400
5-6 days a week 2 0 900
1-4 days a week 7 0 6 000
Monthly 8 0 6 800
Rarely 13 0 9 400
Never 52 0 47 700
Cant say / No answer 11 0 11 100
Usage/following: Facebook Daily 40 0 41 700
5-6 days a week 6 0 5 100
1-4 days a week 11 0 7 700
Monthly 5 0 2 600
Rarely 10 0 6 000
Never 17 0 11 900
Cant say / No answer 10 0 10 200
Usage/Following: Instagram Daily 37 0 31 500
5-6 days a week 6 0 3 400
1-4 days a week 9 0 6 800
Monthly 5 0 4 300
Rarely 8 0 6 000
Never 25 0 22 200
Cant say / No answer 10 0 11 100
Usage/following rate: Snapchat Daily 16 0 6 800
5-6 days a week 2 0 900
1-4 days a week 2 0 1 700
Monthly 2 0 900
Rarely 5 0 5 100
Never 62 0 59 600
Cant say / No answer 11 0 11 100
Usage/following: X (formerly Twitter) Daily 4 0 1 700
5-6 days a week 2 0 900
1-4 days a week 4 0 1 700
Monthly 3 0 2 600
Rarely 11 0 6 800
Never 66 0 61 300
Cant say / No answer 10 0 11 100
Usage/Following: TikTok Daily 13 0 4 300
5-6 days a week 2 0 900
1-4 days a week 4 0 2 600
Monthly 3 0 2 600
Rarely 8 0 8 500
Never 62 0 56 200
Cant say / No answer 10 0 10 200
Usage/following frequency: Jodel Daily 3 0 900
5-6 days a week 1 0 900
1-4 days a week 2 0 900
Monthly 3 0 900
Rarely 6 0 3 400
Never 71 0 63 900
Cant say / No answer 15 0 14 500
Usage/following frequency: Threads Daily 3 0 2 600
5-6 days a week 1 0 1 700
1-4 days a week 4 0 2 600
Monthly 3 0 2 600
Rarely 5 0 3 400
Never 69 0 57 900
Cant say / No answer 15 0 15 300
Usage/following frequency: Bluesky Daily 0 0 900
5-6 days a week 0 0 0
1-4 days a week 1 0 900
Monthly 1 0 0
Rarely 3 0 2 600
Never 80 0 66 500
Cant say / No answer 15 0 15 300
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 0 12 800
Partially agree 42 0 38 300
Partially disagree 29 0 23 900
Completely disagree 10 0 8 500
Can not say 3 0 1 700
I prefer domestic products Completely agree 33 0 28 100
Partially agree 55 0 47 700
Partially disagree 9 0 6 800
Completely disagree 1 0 900
Can not say 2 0 900
I consciously make responsible choices in my consumption Completely agree 21 0 17 000
Partially agree 54 0 50 300
Partially disagree 18 0 13 600
Completely disagree 4 0 1 700
Can not say 4 0 2 600
When shopping, quality is more important to me than price Completely agree 24 0 19 600
Partially agree 58 0 51 100
Partially disagree 14 0 11 900
Completely disagree 1 0 900
Can not say 3 0 1 700
I usually choose the cheapest option Completely agree 13 0 11 100
Partially agree 48 0 42 600
Partially disagree 32 0 24 700
Completely disagree 5 0 4 300
Can not say 2 0 1 700
I often take advantage of discount and campaign prices in my purchases Completely agree 39 0 35 800
Partially agree 49 0 42 600
Partially disagree 9 0 6 000
Completely disagree 2 0 900
Can not say 1 0 900
In my circle of friends, I am often the first to try new things Completely agree 5 0 4 300
Partially agree 23 0 22 200
Partially disagree 38 0 30 700
Completely disagree 24 0 20 400
Can not say 10 0 8 500
In my opinion, money is for consumption and not for saving Completely agree 5 0 5 100
Partially agree 37 0 31 500
Partially disagree 43 0 38 300
Completely disagree 10 0 8 500
Can not say 4 0 1 700
I prefer local shops and services Completely agree 28 0 25 600
Partially agree 58 0 52 000
Partially disagree 11 0 6 800
Completely disagree 1 0 900
Can not say 2 0 900
I want to see advertising targeted to me based on my online behavior Completely agree 4 0 3 400
Partially agree 27 0 24 700
Partially disagree 28 0 25 600
Completely disagree 33 0 26 400
Can not say 7 0 6 000
When I want a certain brand of product, the price doesn't matter Completely agree 9 0 6 000
Partially agree 32 0 29 000
Partially disagree 36 0 34 100
Completely disagree 20 0 13 600
Can not say 3 0 2 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 0 14 500
Partially agree 49 0 46 000
Partially disagree 23 0 17 000
Completely disagree 7 0 5 100
Can not say 5 0 2 600
Ecology is an important purchase reason for me Completely agree 18 0 15 300
Partially agree 50 0 48 600
Partially disagree 23 0 15 300
Completely disagree 6 0 3 400
Can not say 4 0 2 600
I prefer well-known brands Completely agree 13 0 11 900
Partially agree 59 0 50 300
Partially disagree 20 0 17 000
Completely disagree 5 0 3 400
Can not say 3 0 2 600
I prefer used products in my purchases Completely agree 15 0 11 100
Partially agree 39 0 35 800
Partially disagree 31 0 25 600
Completely disagree 11 0 10 200
Can not say 3 0 2 600
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 0 12 800
Quite positively 61 0 54 500
Quite negatively 16 0 10 200
Very negative 4 0 2 600
Can not say 6 0 5 100
Magazines Very positive 12 0 12 800
Quite positively 60 0 53 700
Quite negatively 18 0 11 900
Very negative 4 0 1 700
Can not say 7 0 5 100
Free and local newspapers Very positive 22 0 23 000
Quite positively 56 0 46 900
Quite negatively 11 0 6 800
Very negative 4 0 1 700
Can not say 6 0 6 000
Newspaper/Magazine websites or applications Very positive 5 0 5 100
Quite positively 43 0 39 200
Quite negatively 33 0 25 600
Very negative 11 0 6 000
Can not say 8 0 9 400
Social media (Facebook, Instagram etc.) Very positive 5 0 2 600
Quite positively 30 0 29 000
Quite negatively 35 0 27 300
Very negative 19 0 12 800
Can not say 11 0 13 600
Influencer advertising (e.g. in social media) Very positive 4 0 2 600
Quite positively 25 0 20 400
Quite negatively 35 0 30 700
Very negative 23 0 17 000
Can not say 13 0 14 500
Newsletters to email Very positive 2 0 1 700
Quite positively 16 0 15 300
Quite negatively 35 0 32 400
Very negative 45 0 31 500
Can not say 3 0 4 300
Other websites Very positive 2 0 1 700
Quite positively 32 0 29 000
Quite negatively 39 0 30 700
Very negative 15 0 9 400
Can not say 12 0 14 500
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 0 5 100
Quite positively 44 0 40 000
Quite negatively 31 0 27 300
Very negative 14 0 8 500
Can not say 4 0 4 300
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 0 2 600
Quite positively 33 0 28 100
Quite negatively 35 0 31 500
Very negative 21 0 16 200
Can not say 7 0 6 800
Home delivered advertisements and catalogues Very positive 14 0 17 900
Quite positively 44 0 42 600
Quite negatively 21 0 12 800
Very negative 15 0 7 700
Can not say 5 0 4 300
Out-of-home advertising Very positive 11 0 7 700
Quite positively 51 0 45 200
Quite negatively 22 0 18 700
Very negative 9 0 6 000
Can not say 8 0 7 700
Source: NRS 2026
Reading device and advertising effect All 15+ % Magazine Readers % Amount of readers
I relax and get inspired by magazines Completely agree 16 0 22 200
Partially agree 59 0 51 100
Partially disagree 10 0 6 000
Completely disagree 3 0 1 700
Can not say 11 0 4 300
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 0 22 200
Partially agree 56 0 49 400
Partially disagree 14 0 6 800
Completely disagree 4 0 1 700
Can not say 10 0 5 100
When reading a magazine, I don't multitask Completely agree 33 0 34 100
Partially agree 39 0 34 100
Partially disagree 17 0 11 900
Completely disagree 4 0 1 700
Can not say 8 0 3 400
A professional magazine keeps me up to date on professional matters Completely agree 21 0 23 000
Partially agree 44 0 38 300
Partially disagree 11 0 6 800
Completely disagree 5 0 3 400
Can not say 18 0 14 500
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 0 29 800
Partially agree 47 0 38 300
Partially disagree 7 0 5 100
Completely disagree 3 0 1 700
Can not say 12 0 10 200
Finnish magazines offer reliable comparisons and tests Completely agree 16 0 17 900
Partially agree 51 0 42 600
Partially disagree 13 0 10 200
Completely disagree 3 0 1 700
Can not say 18 0 12 800
Finnish magazines offer reliable product recommendations Completely agree 10 0 12 800
Partially agree 50 0 46 000
Partially disagree 17 0 12 800
Completely disagree 3 0 1 700
Can not say 20 0 11 900
Finnish magazines are of high quality Completely agree 22 0 26 400
Partially agree 57 0 45 200
Partially disagree 9 0 6 800
Completely disagree 1 0 900
Can not say 10 0 6 000
Ads in magazines make new things familiar Completely agree 10 0 13 600
Partially agree 48 0 42 600
Partially disagree 22 0 17 000
Completely disagree 7 0 6 000
Can not say 13 0 6 800
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 0 13 600
Partially agree 33 0 30 700
Partially disagree 22 0 18 700
Completely disagree 22 0 15 300
Can not say 11 0 6 000
I have purchased products based on the ad in magazine Completely agree 9 0 11 900
Partially agree 31 0 31 500
Partially disagree 26 0 20 400
Completely disagree 24 0 17 000
Can not say 10 0 5 100
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 0 19 600
Partially agree 48 0 43 500
Partially disagree 20 0 11 900
Completely disagree 12 0 6 800
Can not say 7 0 3 400
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 0 11 100
Partially agree 28 0 31 500
Partially disagree 27 0 21 300
Completely disagree 28 0 16 200
Can not say 10 0 4 300
Advertising published in magazines is trustworthy Completely agree 4 0 4 300
Partially agree 36 0 33 200
Partially disagree 35 0 27 300
Completely disagree 9 0 6 000
Can not say 16 0 13 600
The free customer magazine is an important customer benefit for me Completely agree 15 0 20 400
Partially agree 39 0 37 500
Partially disagree 23 0 15 300
Completely disagree 12 0 6 000
Can not say 10 0 5 100
I follow one or more magazines on social media Completely agree 7 0 6 800
Partially agree 20 0 18 700
Partially disagree 23 0 21 300
Completely disagree 42 0 33 200
Can not say 7 0 5 100
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 0 38 300
Partially agree 27 0 23 900
Partially disagree 11 0 8 500
Completely disagree 14 0 13 600
Can not say 2 0 900
I usually read many articles at once when I visit magazine websites Completely agree 35 0 29 000
Partially agree 39 0 34 900
Partially disagree 13 0 9 400
Completely disagree 10 0 9 400
Can not say 3 0 1 700
I often end up on newspaper websites through social media or other links Completely agree 18 0 13 600
Partially agree 33 0 32 400
Partially disagree 21 0 17 000
Completely disagree 24 0 20 400
Can not say 4 0 2 600
I read newspaper websites or apps several times a day Completely agree 19 0 14 500
Partially agree 33 0 27 300
Partially disagree 25 0 19 600
Completely disagree 21 0 20 400
Can not say 3 0 2 600
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 0 17 900
Partially agree 21 0 19 600
Partially disagree 17 0 12 800
Completely disagree 37 0 30 700
Can not say 8 0 5 100
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 0 22 200
Partially agree 52 0 44 300
Partially disagree 12 0 8 500
Completely disagree 4 0 2 600
Can not say 8 0 7 700
I want to know if media content has been generated using AI Completely agree 75 0 63 900
Partially agree 16 0 13 600
Partially disagree 3 0 2 600
Completely disagree 2 0 900
Can not say 5 0 4 300
I am willing to pay for well-crafted journalistic content Completely agree 31 0 28 100
Partially agree 39 0 34 900
Partially disagree 15 0 10 200
Completely disagree 8 0 5 100
Can not say 7 0 6 800
Source: NRS 2026
Ideas and inspiration from magazines All 15+ % Magazine Readers % Amount of readers
From which topics do you get ideas and inspiration from print magazines? Food and cooking 52 0 55 400
Cosmetics and beauty care 16 0 23 900
Interior design and furniture 26 0 31 500
Renovation and building 24 0 23 900
Domestic appliances 10 0 7 700
Consumer electronics and IT equipment 13 0 7 700
Saving and investing 14 0 10 200
Style and fashion 21 0 27 300
Cars 14 0 6 800
Travelling 23 0 23 900
Sports clothing, footwear or equipment 14 0 12 800
Health and wellness products/services 19 0 24 700
None of these 16 0 9 400
Can not say 10 0 6 800
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 0 48 600
Cosmetics and beauty care 17 0 22 200
Interior design and furniture 21 0 23 000
Renovation and building 21 0 17 900
Domestic appliances 10 0 7 700
Consumer electronics and IT equipment 17 0 8 500
Saving and investing 13 0 9 400
Style and fashion 19 0 24 700
Cars 13 0 7 700
Travelling 23 0 22 200
Sports clothing, footwear or equipment 16 0 13 600
Health and wellness products/services 18 0 18 700
None of these 21 0 16 200
Can not say 12 0 9 400
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 0 11 100
Well-being and health 50 0 57 900
Charity work 14 0 11 900
Self development 32 0 33 200
Celebrities 13 0 11 900
Fishing 15 0 6 800
Beauty care and cosmetics 16 0 20 400
Literature 29 0 32 400
Domestic and foreign news 51 0 45 200
Domestic travel 33 0 34 900
Culture 34 0 37 500
Crafts 25 0 32 400
Nature and going outdoor 52 0 48 600
Hunting 9 0 4 300
Style and fashion 20 0 29 800
Music and concerts 37 0 31 500
Going on summer cottage 29 0 34 900
Local affairs 56 0 57 100
Computer/console/mobile playing 17 0 3 400
Politics 43 0 33 200
Gardening and plants 29 0 50 300
Online gambling or betting 5 0 2 600
Building and renovating 34 0 43 500
Food and drink 38 0 33 200
Cooking, baking, recipes 38 0 42 600
Investment 24 0 16 200
Decorating 28 0 61 300
Economic and finances 36 0 27 300
Science 37 0 22 200
Travelling abroad 34 0 33 200
Sports, exercising 45 0 29 000
Sailing, boating 9 0 5 100
Consumer electronics and information technology 20 0 6 000
Environmental matters 31 0 29 000
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

https://www.meillakotona.fi/lehdet/unelmien-talo-ja-koti

Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM

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

Some channels and Followers August 2026
Source: Aikakausmedia's social media tracking

Contact info

Media sales
  • A-lehdet Oy
  • Risto Rytin tie 33
  • 00081 Helsinki
  • yritysasiakkaat@a-lehdet.fi
  • www.a-lehdet.fi

  • Mediamyynti A-lehdet
  • yritysasiakkaat@a-lehdet.fi
Media

Publisher

  • A-lehdet Oy

Publisher

  • A-lehdet Oy

Päätoimittaja

  • Jenny Brandt
 

Address

  • Risto Rytin tie 33
  • Helsinki

Postal address

  • 00081 A-LEHDET

Phone

  • +358 9 75 961

Email

  • toimitus.talo-koti@a-lehdet.fi