MagazineFACTS 2011
Magazines in general Magazine concept 3 Magazine single copy sales and magazines delivered by Itella in 2011 3 Magazine turnover in Finland in 2001 2010 3 Number of different magazine titles in Finland in 2001 2010 4 Turnover for magazine publishers in Finland in 2009/2010 4 Magazines most read in terms of spent time 4 Magazines that readers save the most in 2010 4 Circulation figures Magazine circulation by different magazine groups in 2010 Circulation, consumer magazines by type in 2010 Largest magazines in terms of circulation in 2010 Largest general magazines in terms of circulation in 2010 Largest trade and organizational magazines in terms of circulation in 2010 Largest customer magazines in terms of circulation in 2010 Readers Largest magazines in terms of number of readers Magazines most read by women Magazines most read by men Magazines most read by girls between 12 1 years Magazines most read by boys between 12 1 years Advertising figures Media advertising shares in 2011 Magazine advertising share from total media advertising in Finland in 2002 2011 Magazine advertising for different magazine groups in 2002 2011 Magazine advertising development in euros in 2002 2011 Brand advertising by media groups in 2011 Largest advertiser domains in magazines in 2011 Largest advertisers in magazines in 2011 Largest magazines in terms of advertisement pages in 2011 International figures Magazine advertisement shares in various countries in 2009 Largest women s magazines in Europe in terms of circulation in 2009 Largest automotive magazines in Europe in terms of circulation in 2009 Largest general magazines in Europe in terms of circulation in 2009 Largest financial magazines in Europe in terms of circulation in 2009 Subscription and single copy sales in Europe in 2009 9 9 9 2 MagazineFACTS 2011
magain z i n e s g e n e r a l Magazines include consumer magazines, trade and organisational magazines and customer magazines. A magazine is a publication that is published regularly four times per calendar year features several articles or editorial material in every issue is publicly available for subscription or otherwise widely available does not primarily feature business bulletins, price lists, announcements or advertising can be anything in terms of size or print paper or can be exclusively an online publication. Magazine single copy sales and magazines delivered by Itella in 2011 Magazine turnover in Finland in 2002 2011, millions of euros Magazines sold as single copies, 1.9 million issues % 00 00 00 Magazines delivered by Itella, 321.0 million issues 9 % 00 400 300 30 1 10 2 2 0 00 0 0 200 100 02 03 04 0 0 0 0 09 10 11 Source: Itella Oyj and Lehtipiste Source: Statistics Finland, Mass media market 2012 MagazineFACTS 2011 3
Number of different magazine titles in Finland in 2001 2010 Weekly 1 2 times per month 4 11 times per year 4 2 times, tot. 2001 9 44 3 12 3 32 2002 41 3 034 3 0 2003 4 420 3 02 3 4 2004 1 41 3 04 3 3 200 4 33 3 044 3 42 200 0 401 3 01 3 4 200 3 2 924 3 3 200 421 2 3 3 313 2009 41 2 2 3 1 2010 39 42 2 3 0 Source: The National Library of Finland, 2011 Turnover for magazine publishers in 2009/2010 Millions of euros Sanoma Magazines Finland 201,4 Otavamedia 14,0 A-lehdet Group 93,0 Talentum Media Oy, Aller Media Oy 4, Oy Valitut Palat - Reader s Digest Ab 2, Bonnier Publications Oy 2,4 Egmont Kustannus Oy 19,3 Forma Publishing Group 12,9 Kolmiokirja Oy 3,2 The very first Finnish magazine was Om konsten att rätt behaga, first published in Turku in 12. Source: Financial statements, 2011 Magazines most read in terms of spent time minutes Viva! 100 ET-lehti 9 Valitut Palat 93 Kotiliesi 91 Askel 90 Suomen Kuvalehti 9 Tiede 4 Suuri Käsityölehti 4 Seura 3 Hyvä Terveys 2 Source: The Finnish NRS Consumer 2010, 2011 Magazines that readers save the most in 2010 Saves the entire annual volume, percentage of readers Aku Ankka Suuri Käsityölehti 4 Demi 41 Miss Mix 40 Caravan 39 V-Magazine 34 Osaava Kodinrakentaja 33 Tiede 33 Pelit 32 Moda 29 Source: The Finnish NRS Consumer 2010, 2011 4 MagazineFACTS 2011
CIRCULATION FIGURES Magazine circulation by different magazine groups in 2010 Circulation, consumer magazines by type in 2010 Consumer magazines 1 % Trade and organizational magazines 1 % Customer magazines 24 % Women s magazines 2 00 20 Family and general magazines 1 3 2 Hobby magazines 0 0 Living, building, gardening 0 91 Comics 49 94 Motorsport, technics 44 10 Young people s and children s magazines 209 1 Home data technics 199 12 Science, culture 14 Crosswords 19 3 Agriculture, forestry 14 39 Largest magazines in terms of circulation in 2010 Yhteishyvä 1 20 Me-lehti 32 309 Aku Ankka 30 Taloustaito 239 9 ET-lehti 23 2 TV-Maailma 22 119 päivää 211 0 Valitut Palat - Reader s Digest 1 404 Kodin Kuvalehti 14 10 Apu 1 0 Largest general magazines in terms of circulation in 2010 Aku Ankka 30 ET-lehti 23 2 TV-Maailma 22 119 päivää 211 0 Valitut Palat - Reader s Digest 1 404 Kodin Kuvalehti 14 10 Apu 1 0 Seura 1 01 Me Naiset 14 34 Kotiliesi 141 20 Largest trade and organizational magazines in terms of circulation in 2010 Taloustaito 239 9 Tehy 119 0 Opettaja 9 42 Tekniikka & Talous 9 90 Sydän 1 13 Talouselämä 9 40 TEK - tekniikan akateemiset 23 Diabetes 3 01 Työ Terveys Turvallisuus 1 24 Uusi Insinööri 0 99 Largest customer magazines in terms of circulation in 2010 Yhteishyvä 1 20 Me-lehti 32 309 Birka 0 39 Samarbete 0 1 Maatilan Pirkka 49 0 MagazineFACTS 2011
READERS Largest magazines in terms of number of readers Pirkka 2 912 000 Yhteishyvä 2 11 000 OP-Pohjola -lehti 1 41 000 Terveydeksi! 1 21 000 Suomela 1 19 000 Aku Ankka 1 02 000 Me-lehti 000 ET-lehti 99 000 päivää 000 Tekniikan Maailma 9 000 Source: The Finnish NRS 11 The Finnish Audit Bureau of Circulations, 2012 Magazines most read by women Pirkka 1 000 Yhteishyvä 1 342 000 Terveydeksi! 92 000 OP-Pohjola -lehti 4 000 Suomela 24 000 Me-lehti 4 000 ET-lehti 33 000 Kodin Kuvalehti 40 000 Aku Ankka 431 000 päivää 33 000 Source: The Finnish NRS 11 The Finnish Audit Bureau of Circulations, 2012 Magazines most read by men Pirkka 1 14 000 Yhteishyvä 4 000 OP-Pohjola -lehti 9 000 Aku Ankka 94 000 Suomela 1 000 Tekniikan Maailma 494 000 Tuulilasi 34 000 Metsästys ja Kalastus 314 000 päivää 312 000 Me-lehti 311 000 Source: The Finnish NRS 11 The Finnish Audit Bureau of Circulations, 2012 Magazines most read by girls between 12 1 years Demi 100 000 Aku Ankka 92 000 Miss MIX 000 Pirkka 000 Suosikki 0 000 Cosmopolitan 000 päivää 3 000 Yhteishyvä 29 000 Trendi 2 000 Suuri Käsityölehti 2 000 Source: The Finnish NRS 11 The Finnish Audit Bureau of Circulations, 2012 Magazines most read by boys between 12 1 years Aku Ankka 12 000 Pelit 31 000 Pirkka 31 000 Tekniikan Maailma 2 000 Pelaaja 2 000 päivää 2 000 GTi-Magazine 2 000 Jääkiekkolehti 2 000 Metsästys ja Kalastus 2 000 MikroBitti 22 000 On average, readers spend 2 minutes to read a magazine. At best, they use almost 10 minutes. Source: The Finnish NRS Autumn 10/Spring 11 Source: The Finnish NRS 11 The Finnish Audit Bureau of Circulations, 2012 MagazineFACTS 2011
ADVERTISING FIGURES Magazine advertising for different magazine groups in 2002 2011, millions of euros 9 0 0 0 9 10 101 3 9 1 4 0 4 1 4 1 Media advertising shares in 2011 13 1 1 1 24 19 21 19 19 20 Films 0,2 % Outdoor advertising 3,1 % Printed directories 3, % Radio 4,1 % City and pickup stand papers, % Newspapers 3,0 % 02 03 04 0 0 0 0 09 10 General magazines Trade and organizational magazines Source: Finnish Advertising Council, TNS Gallup, 2012 11 Customer magazines Magazines 11,2 % Online media 1, % Television 20,3 % Magazine advertising development in euros in 2002 2011, millions of euros Source: Finnish Advertising Council, TNS Gallup, 2012 20 200 Magazine advertising share (%) from total media advertising in Finland in 2002 2011 1 1 14 12 10 4 2 0 1 1, 1,1 1,3 1,2 1 13, 12,4 02 03 04 0 0 0 0 09 10 11,4 11,2 From 200 onward, the figures are not comparable to previous years. Source: Finnish Advertising Council, TNS Gallup, 2012 11 10 100 0 19 1 1 194 200 210 203 1 02 03 04 0 0 0 0 09 10 Source: Finnish Advertising Council, TNS Gallup, 2012 14 1 Brand advertising in different media groups in 2011 Films 0 % City and pickup stand papers 4 % Outdoor advertising % Radio % 11 Largest advertiser domains in magazines in 2011 Online media 10 % Television 32 % Motor vehicals Food Retail trade Pharmaceuticals Cosmetics Source: TNS Gallup, 2012 Magazines 14 % Newspapers 29 % Source: Finnish Advertising Council, TNS Gallup, 2012 MagazineFACTS 2011
Largest advertisers in magazines in 2011 L Oréal Finland Unilever Finland Valio VV-Auto Procter & Gamble Source: TNS Gallup, 2012 Largest magazines in terms of advertisement pages* in 2011 Konepörssi Me Naiset Suomen Lääkärilehti Anna Kodin Kuvalehti *) excluding pull-outs Source: TNS Gallup, 2012 INTER- NATIONAL FIGURES Magazine advertisement shares in various countries in 2009 Greece 3,2 Germany 20,0 France 1,3 USA 12, Denmark 11,1 Finland 11,0 Sweden 9,2 Great Britain 9,0 Spain,1 Estonia, % Source: FIPP World Magazine Trends 2010/2011 Largest women s magazines in Europe in terms of circulation in 2009 Finland (population approx..3 million) thousand Kodin Kuvalehti 1 Me Naiset 142 Kotiliesi 140 Largest automotive magazines in Europe in terms of circulation in 2009 Finland (population approx..3 million) thousand Tekniikan Maailma 14 Moottori 92 Tuulilasi 0 Sweden (population approx. 9.3 million) thousand Allers 214 Hemmets Journal 212 Land 209 Sweden (population approx. 9.3 million) thousand Vi bilägare 12 Motor 119 Teknikens Värld 44 France (population approx. 4.4 million) thousand Femme Actuelle 92 Closer 4 Maxi 4 France (population approx. 4.4 million) thousand Auto Plus 29 Action Auto Moto 22 Automobile Magazine 129 Great Britain (population approx. 1.1 million) thousand Take a Break New! Closer 2 Great Britain (population approx. 1.1 million) thousand BBC Top Gear Magazine 190 What Car? 4 Classic & Sport Car 3 Source:FIPP World Magazine Trends 10/11, International Federation of the Periodical Press 2010 MagazineFACTS 2011
Largest general magazines in Europe in terms of circulation in 2009 Finland (population approx..3 million) thousand ET-lehti 24 päivää 224 Valitut Palat - Reader s Digest 19 Largest financial magazines in Europe in terms of circulation in 2009 Finland (population approx..3 million) thousand Taloustaito 23 Tekniikka & Talous 9 Talouselämä 0 Sweden (population approx. 9.3 million) thousand Land 224 Icakuriren 10 Kvällsstunden 1 Sweden (population approx. 9.3 million) thousand Chef 111 Jusek-Tidningen 9 Entreprenör 0 France (population approx. 4.4 million) thousand Notre Temps 90 Pleine Vie 4 Paris Match 11 Italy (population approx..1 million) thousand Espansione 143 Milano Finanza 9 Capital 1 Germany (population approx. 2.3 million) thousand Bild am Sonntag 1 Der Spiegel 1 01 Stern 9 Great Britain (population approx. 1.1 million) thousand Private Eye 20 Newsweek - EMEA 19 The Economist 19 Source: FIPP World Magazine Trends 10/11, International Federation of the Periodical Press 2010 Subscription and single copy sales in Europe in 2009 9 % 9 91 Finland Sweden Estonia 0 3 90 92 9 0 4 4 Germany France Subcriptions Great Britain 1 13 10 2 the Czech Republic Spain Denmark Retail sales Poland Finland has more magazines per capita than any other country in the world. Source: FIPP World Magazine Trends 10/11, International Federation of the Periodical Press 2010 MagazineFACTS 2011 9
Aikakausmedia, the Finnish Periodical Publishers Association, represents all major Finnish magazine publishers. It promotes the interests of publishers and conducts research, training, marketing, and informative actions. Read more about the magazine business at www.aikakausmedia.fi 10 MagazineFACTS 2011
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