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Newspapers are still going strong
Finnish media advertising market totalled EUR 1 263,4 million in 2009, being less than 1 % of the GDP. Finland has a population of 5.3 million with unique language. Newspapers have traditionally been the strongest – and they still are with the share of 37 % of the media advertising. TV's share is some 19 % and internet's more than 12 % of the pie.
A Finn spends totally nearly 7,5 hours per day with the media. People read newspapers some 32 minutes per day. Helsingin Sanomat is read in average even 42 minutes on weekdays, 53 minutes on Saturdays and 64 minutes on Sundays. (Source: TNS Atlas 2005–2009)
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Newspapers 474,2 M €
Free newspapers and handouts 67,6 M €
Magazines 157,1 M €
Television 237,0 M €
Radio 49,7 M €
Outdoor 36,2 M €
Internet 158,3M€
Movies 2,4 M €
Printed indexes 81,0 M €
Advertising all together 1 263,4 M €
Source:
TNS Gallup Media Intelligence 2009
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Finland is a country of newspaper readers
Finland is among Japan and Norway a very strong newspaper country.
Newspapers are a part of everyday life in Finland. The Finns read 2,4 newspapers / day.
Characteristics of Finnish newspapers:
– high readership loyalty
– broad subscription base
Finns are used to subscribe their newspapers and having them delivered to their homes every morning between 5–7a.m.
Newspapers’ key role in Finns’ daily lives
Newspaper is also read in the morning with the morning coffee. Messages reach the consumers when they have just woken up in the privacy of their home - being the first message of the day. Newspapers are under strong product development -> the brands are expanding to new areas such as internet and supplements. Also the content of the newspaper has traditionally been of good quality. The position of local newspapers in the market areas is stable and strong. Newspaper is still a very functional user interface.
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