MAGAZINE FACTS 2013 Finnish Periodical Publishers Association
2 Magazines in general, p. 3 4 Magazine concept Magazine turnover in Finland in 2002 2011 Magazines single copy sales and and subscriptions in Finland in 2012 Number of magazine titles in Finland in 2003 2012 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 2003 2012 Magazine advertising development in Finland in 2003 2012 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 2003 2012 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
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 2002 2011 800 700 600 500 400 630 658 681 710 725 752 760 700 705 680 300 200 100 0 02 03 04 05 06 07 08 09 10 11 Magazines include consumer, professional and membership & customer Source: Statistics Finland, Mass media market 2012 3
Magazines single copy sales and and subscriptions in Finland in 2012 95 % 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 2003 2012 Weekly 1 2 times per month 4 11 times per year 1 3 times per year 2003 54 420 3 072 2 057 5 603 2004 61 418 3 074 2 179 5 732 2005 45 373 3 044 2 133 5 595 2006 60 401 3 016 2 079 5 556 2007 57 385 2 924 2 078 5 444 2008 55 421 2 837 2 069 5 382 2009 57 471 2 628 1 789 4 945 2010 39 462 2 555 1 811 4 867 2011 40 441 2 452 1 830 4 763 2012 38 418 2 358 1 780 4 594 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 1782. Source: Financial statements, 2013 4
5 CIRCULATIONS Magazine circulations by different magazine groups in 2012 Consumer circulations by type 2012 Consumer 58 % 16 % 26 % Customer Professional & membership Women s 2 550 203 Family and general interest 1 574 773 Living, building & gardening 604 064 Hobby 508 949 Comics 499 348 Automotive & technics 405 221 Children s and teenager s 166 795 Science & culture 160 505 Agriculture & forestry 140 628 Crosswords 124 991 Largest in terms of circulation in 2012 Yhteishyvä 1 815 893 Me-lehti 655 513 Aku Ankka 282 794 Taloustaito 242 250 ET-lehti 226 853 TV-maailma 188 645 7 päivää 170 867 Kodin Kuvalehti 158 375 Valitut Palat Reader s Digest 157 979 Apu 149 050 Largest consumer in terms of circulation in 2012 Aku Ankka 282 794 ET 226 853 TV-Maailma 188 645 7 päivää 170 867 Kodin Kuvalehti 158 375 Valitut Palat 157 979 Apu 149 050 Seura 143 385 Me Naiset 138 594 Hyvä Terveys 127 385 Largest professional & membership in terms of circulation in 2012 Taloustaito 242 250 Tehy-lehti 128 083 Opettaja 98 118 Yrittäjäsanomat 92 692 Talouselämä 80 868 Sydän-lehti 74 548 Uusi Insinööri 67 947 3T 66 664 Diabetes 61 607 Teknikka&Talous 60 018 Largest customer in terms of circulation in 2012 Yhteishyvä 1 815 893 Me-lehti 655 513 Samarbete 53 488 Husari 25 309
READERS Largest in terms of number of readers Pirkka 2 870 000 Yhteishyvä 2 092 000 OP Pohjola -lehti 1 374 000 Suomela 1 203 000 Terveydeksi! 1 153 000 Aku Ankka 937 000 Me-lehti 740 000 ET-lehti 654 000 7 päivää 550 000 Tekniikan Maailma 527 000 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 1 737 000 Yhteishyvä 1 312 000 Terveydeksi! 871 000 OP Pohjola -lehti 710 000 Suomela 610 000 ET-lehti 495 000 Me-lehti 494 000 Aku Ankka 394 000 Kodin Kuvalehti 392 000 Hyvä Terveys 359 000 Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most men readers Pirkka 1 133 000 Yhteishyvä 780 000 OP Pohjola -lehti 664 000 Suomela 593 000 Aku Ankka 543 000 Tekniikan Maailma 441 000 Tuulilasi 293 000 Metsästys ja Kalastus 282 000 Terveydeksi! 281 000 7 päivää 251 000 Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most young women readers (age 12 17) Demi 92 000 Aku Ankka 85 000 Pirkka 57 000 Miss MIX 57 000 Cosmopolitan 44 000 Yhteishyvä 26 000 7 päivää 23 000 Suuri Käsityö 22 000 Koiramme 21 000 Me Naiset 20 000 Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 Magazines with most young men readers (age 12 17) Aku Ankka 114 000 Pirkka 27 000 Tekniikan Maailma 26 000 Pelaaja 24 000 Jääkiekkolehti 22 000 Metsästys ja Kalastus 21 000 7 päivää 20 000 MB (MikroBitti) 19 000 Jahti 17 000 Tuulilasi 13 000 Source: NRS Reader S12/K13, The Finnish Audit Bureau of Circulations 2013 6
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 80 57 70 Women s general interest 71 31 66 Women s special interest 69 28 64 Living, building & gardening 69 44 62 Automotive 25 61 57 Food & beverages 49 34 44 Hobby 53 58 56 Science & culture 69 74 72 Children s & teenager s 40 36 39 IT 34 56 53 Economy 38 43 41 Professional 36 44 40 Customer 35 26 32 Source: The Finnish NRS Consumer 2012, 2013 7
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 2003 2012 16 12 8 4 16,5 16,1 16,3 16,2 16 13,5 12,4 11,4 11,2 10,8 0 03 04 05 06 07 08 09 10 11 12 Vuodesta 2008 lähtien luvut eivät ole vertailukelpoisia aikaisempiin vuosiin. Lähde: Mainonnan Neuvottelukunta, TNS Gallup, 2013 Magazine advertising development in 2003 2012, millions of euros 220 200 180 160 140 120 100 80 60 40 20 0 178 185 194 200 210 203 157 154 157 146 03 04 05 Source: Finnish Advertising Council, TNS Gallup, 2013 06 07 08 09 10 11 12 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, 2013 8
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 2003 2012, millions of euros 108 97 101 95 88 80 80 83 79 81 84 80 03 15 16 17 04 Consumer 05 06 24 07 19 21 19 19 20 17 08 84 55 54 56 56 09 Professional & association Source: Finnish Advertising Council, TNS Gallup, 2013 81 81 10 11 Customer 73 12 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 82 80 75 Negative attitude 18 20 25 Subscriptions 68 % Shops Advertisment/catalogs delivered to home 65 75 35 25 Advertising 25 % TV 56 44 Single copy sales 7 % Events In public transoprt and outdoors Radio 39 52 49 61 48 51 Online 35 65 The figures are estimates. Source: Statistics Finland, Mass media market 2012 Cinema Email advertising 11 27 89 73 Mobile advertising 7 93 9 0 20 40 60 80 100 Source: Finnish Advertising Council, 2011
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 www.aikakausmedia.fi