MAGAZINE FACTS. Finnish Periodical Publishers Association

Transcription

1 MAGAZINE FACTS 2013 Finnish Periodical Publishers Association

2 2 Magazines in general, p. 3 4 Magazine concept Magazine turnover in Finland in Magazines single copy sales and and subscriptions in Finland in 2012 Number of magazine titles in Finland in Turnover for magazine publishers in Finland in 2011/2012 Circulations, p. 5 Magazine circulations by different magazine groups in 2012 Consumer circulations by type 2012 Largest in Finland in 2012 Largest consumer in Finland in 2012 Largest professional and membership in Finland in 2012 Largest customer in Finland in 2012 Readers, p. 6 7 Largest in terms of number of readers Magazines with most women readers Magazines with most men readers Magazines with most young women readers (age 12 17) Magazines with most young men readers (age 12 17) Magazines most read in terms of of spent time Magazines most read by women in terms of spent time Magazines most read by men in terms of spent time Average reading minutes in different magazine groups Advertising, p. 8 9 Media advertising shares in Finland in 2012 Magazine advertising share from total media advertising in Finland in Magazine advertising development in Finland in Largest advertiser domains in in Finland in 2011 Largest advertisers in in Finland in 2011 (brand advertising) Brand advertising by media groups in Finland in 2012 Magazine advertising in different magazine groups in Finland in Largest in terms of advertisement pages in Finland in 2012 Magazine revenue sources in Finland in 2011 Attitude towards advertisign in different medias in Finland

3 MAGAZINES IN GENERAL A magazine is a publication that is published regularly at least once a year features several articles or editorial material in every issue does not primarly feature business bulletins, price lists, announcements or advertising is publicly available for subscriptions or otherwise widely available can be anything in terms of size or print paper or can be an online publication Magazine turnover in Finland in Magazines include consumer, professional and membership & customer Source: Statistics Finland, Mass media market

4 Magazines single copy sales and and subscriptions in Finland in % of were directly delivered to home or workplace (304 million issues) 5 % (16,2 of were sold as single copies million issues) Source: Itella, Alma Manu & Lehtipiste, 2013 Number of magazine titles in Finland in Weekly 1 2 times per month 4 11 times per year 1 3 times per year Source: The National Library of Finland, 2013 Total Turnover for magazine publishers in 2011/2012 Millions of euros Sanoma Magazines Finland 168,3 Otavamedia, 154,6 A-lehdet group 91,8 Alma Media, 55,9 Aller Media 46,3 Talentum Media Oy, 27,3 Oy Valitut Palat - Reader s Digest Ab 24,2 Egmont Kustannus Oy 16,1 Bonnier Publications Oy 6,5 Kolmiokirja Oy 3,0 The very first Finnish magazine was Om konsten att rätt behaga, first published in Turku in Source: Financial statements,

5 5 CIRCULATIONS Magazine circulations by different magazine groups in 2012 Consumer circulations by type 2012 Consumer 58 % 16 % 26 % Customer Professional & membership Women s Family and general interest Living, building & gardening Hobby Comics Automotive & technics Children s and teenager s Science & culture Agriculture & forestry Crosswords Largest in terms of circulation in 2012 Yhteishyvä Me-lehti Aku Ankka Taloustaito ET-lehti TV-maailma päivää Kodin Kuvalehti Valitut Palat Reader s Digest Apu Largest consumer in terms of circulation in 2012 Aku Ankka ET TV-Maailma päivää Kodin Kuvalehti Valitut Palat Apu Seura Me Naiset Hyvä Terveys Largest professional & membership in terms of circulation in 2012 Taloustaito Tehy-lehti Opettaja Yrittäjäsanomat Talouselämä Sydän-lehti Uusi Insinööri T Diabetes Teknikka&Talous Largest customer in terms of circulation in 2012 Yhteishyvä Me-lehti Samarbete Husari

6 READERS Largest in terms of number of readers Pirkka Yhteishyvä OP Pohjola -lehti Suomela Terveydeksi! Aku Ankka Me-lehti ET-lehti päivää Tekniikan Maailma On average, readers spend almost an hour to read a magazine. At best, they use 100 minutes. Source: The Finnish Audit Bureau of Circulations 2013 Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most women readers Pirkka Yhteishyvä Terveydeksi! OP Pohjola -lehti Suomela ET-lehti Me-lehti Aku Ankka Kodin Kuvalehti Hyvä Terveys Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most men readers Pirkka Yhteishyvä OP Pohjola -lehti Suomela Aku Ankka Tekniikan Maailma Tuulilasi Metsästys ja Kalastus Terveydeksi! päivää Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most young women readers (age 12 17) Demi Aku Ankka Pirkka Miss MIX Cosmopolitan Yhteishyvä päivää Suuri Käsityö Koiramme Me Naiset Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most young men readers (age 12 17) Aku Ankka Pirkka Tekniikan Maailma Pelaaja Jääkiekkolehti Metsästys ja Kalastus päivää MB (MikroBitti) Jahti Tuulilasi Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations

7 Magazines most read in terms of spent time Average reading minutes ET-lehti 88 Suomen Kuvalehti 87 Viva 85 Kotiliesi 80 Kodin Kuvalehti 79 Moda 78 Image 76 ViherPiha 76 Glorian Antiikki 76 Apu 76 Every Finn over 12 years of age reads on average 7. Source: The Finnish NRS Consumer 2011, The Finnish Audit Bureau of Circulations 2012 Source: The Finnish NRS Consumer 2012, 2013 Magazines most read by women in terms of spent time Average reading minutes ET-lehti 100 Katso 93 Viva 91 Kotiliesi 89 Suomen Kuvalehti 87 ViherPiha 87 Kodin Kuvalehti 86 Image 86 Apu 85 Kotipuutarha 84 Source: The Finnish NRS Consumer 2012, 2013 Magazines most read by men in terms of spent time Average reading minutes Suomen Kuvalehti 86 Caravan 76 Tiede 74 Tekniikan maailma 73 GEO 72 Kippari 68 Valitut Palat 68 Erä 68 Suomen Luonto 66 Apu 65 Source: The Finnish NRS Consumer 2012, 2013 Average reading minutes in different magazine groups Women Men All Family & general interest Women s general interest Women s special interest Living, building & gardening Automotive Food & beverages Hobby Science & culture Children s & teenager s IT Economy Professional Customer Source: The Finnish NRS Consumer 2012,

8 ADVERTISING FIGURES Media advertisign shares in Finland in 2012 Newspapers 34,1 % TV 20,7 % Online media 17,8 % Magazines 10,8 % City and pickup stand papers 5,6 % Radio 4,1 % Print catalogs 3,6 % Outdoor 3,2 % Cinema 0,2 % Source: Finnish Advertising Council, TNS Gallup, 2013 Magazine advertising share (%) from total media advertising in Finland in ,5 16,1 16,3 16, ,5 12,4 11,4 11,2 10, Vuodesta 2008 lähtien luvut eivät ole vertailukelpoisia aikaisempiin vuosiin. Lähde: Mainonnan Neuvottelukunta, TNS Gallup, 2013 Magazine advertising development in , millions of euros Source: Finnish Advertising Council, TNS Gallup, Largest advertising domains in in Finland in 2012 Motor vehicles Pharmaceuticals Food & beverages Cosmetics Open job positions Source: TNS Gallup, 2013 Largest advertisers in in Finland in 2012 (brand advertising) L Oréal Finland Unilever Finland Valio Orion Pharma Procter & Gamble Source: TNS Gallup,

9 Brand advertising in different media groups in Finland in 2012 TV 33 % Newspapers 27 % Magazines 14 % Online media 11 % Radio 6 % Outdoor 5 % City and pickup stand papers 4 % Cinema 0 % Source: Finnish Advertising Council, TNS Gallup, 2013 Magazine advertising in different magazine groups in Finland in , millions of euros Consumer Professional & association Source: Finnish Advertising Council, TNS Gallup, Customer Largest in terms of advertisement pages in Finland in 2012 (excluding pull-outs) Konepörssi Me Naiset Suomen Lääkärilehti Anna Kodin Kuvalehti Source: TNS Gallup, 2013 Attitude towards advertising in different medias in Finland Magazine revenue sources in Finland in 2011 Newspapers City and pick-up stand papers Magazines Positive attitude Negative attitude Subscriptions 68 % Shops Advertisment/catalogs delivered to home Advertising 25 % TV Single copy sales 7 % Events In public transoprt and outdoors Radio Online The figures are estimates. Source: Statistics Finland, Mass media market 2012 Cinema advertising Mobile advertising Source: Finnish Advertising Council, 2011

10 Aikakausmedia, the Finnish Periodical Publishers Association, represents all major Finnish magazine publishers. It promotes the interests of the publishers and conducts research, training, marketing and informative actions. Read more about the magazine business at