National Readership Survey: Sanoma Magazines’ number-one brands have strengthened their position

18.09.2012

New figures from the National Readership Survey confirm that the number-one brands of Finland’s leading magazine publisher, Sanoma Magazines, have strengthened their market position. Aku Ankka (Donald Duck) remains the clear leader in subscribed-for titles, with 993,000 readers. Three out of the five biggest magazines in Finland are published by Sanoma Magazines.

Although digital channels account for a growing proportion of magazine readership, Finns continue to read an average of 7.1 magazines. According to the latest figures from the National Readership Survey (NRS Reader Autumn 2011/Spring 2012), the combined comparable readership of print magazines fell by 2.1% compared to the figure for the previous six months.

“Magazine readership has continued to remain encouragingly strong, despite the downturn that has taken place in the circulation of many titles, especially as a result of the VAT now payable on magazine subscriptions,” says Sanoma Magazines Finland’s Managing Director Clarisse Berggårdh. “The much smaller decline in readership compared to circulation shows that magazine brands continue to play a strong role in the media choices made by Finns.”

The 26 Sanoma Magazines titles included in the FABC survey have a total of 6.4 million readers today.

Aku Ankka (Donald Duck) continues to be Finland’s largest subscribed-for title, ET-lehti, the country’s largest family and general interest title, Kodin Kuvalehti, the largest general women’s magazine, and Me Naiset, the largest women’s weekly by far.

Hyvä Terveys, the market leader in the health magazine segment, increased its readership by nearly 10%, the number-one science title, Tiede, by 9%, and Pelit, the Nordic region’s largest games title, by 8.5%. Suuri Käsityö, Vauva, and Meidän Perhe remain the undisputed number-one titles for craft fans, parents with toddlers, and young families respectively.

“Digital content is continuing to assume a larger role in people’s leisure time, and traditional media brands are offering a growing range of online services as part of this development,” says Sanoma Magazines’ Publisher, Magazines Riitta Pollari. “However, the majority of Finns continue to enjoy our print magazines. In fact, many of our magazines have succeeded in strengthening their position compared to their rivals, thanks I believe to our very strong commitment to both their content and their visuals.”

“The NRS figures show that Finnish readers still feel a very strong bond with their magazines,” says Sanna Myller, Sanoma Magazines’ Director, Corporate Customers. “This strong relationship gives us an excellent foundation for extending our brands and growing our portfolio in the digital arena and in events, for example. People can expect to see our well-known print brands reaching out to their audiences in some new and exciting ways.”

 

	Readership (NRS Reader Autumn 2011/Spring 2012)	Change, % (compared to NRS Reader 2011)
Aku Ankka	993	-3.1
Auto Bild Suomi	148	-4.5
Cosmopolitan	255	-0.4
Etiketti	237	4.9
ET-lehti	687	-1.7
GEO	82	-4.7
Gloria	257	-1.9
Glorian Antiikki	108	-7.7
Glorian Koti	157	-7.1
Glorian ruoka&viini	153	-3.8
Gti-Magazine	155	-7.7
Hyvä Terveys	422	9.9
Kodin Kuvalehti	546	-1.4
Kodinrakentaja	71	6.0
Matkaopas	114	-7.3
Me Naiset	408	-1.7
Me Naiset Sport	93	-9.7
Meidän Perhe	159	-1.2
Mikrobitti	250	-2.0
Pelit	127	8.5
Rakennuslehti	56	-1.8
Suuri Käsityö	272	-6.5
Tiede	253	9.1
Tietokone	108	-4.4
V8 Magazine	134	-6.3
Vauva	136	-6.2

 

Further information:
Clarisse Berggårdh, MD, tel. +358 (0)9 120 5020
Sanna Myller, Director, Corporate Customers, tel. +358 (0)9 120 5971