Photo: Aikakausmedia / Jarkko Mikkonen

National Readership Survey

The most recent NRS data for a specific magazine title is always available in Finnish Magazine Rate Cards service for all the magazines that take part in the survey. Here you can see the summary reports.

Readership, total reach and average digital weekly reach, NRS 2022


  • Top magazines by total reach (print + digital)
  • Top magazines by average issue readership (print)
  • Top magazines by average digital weekly reach

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Reading minutes and times read, NRS 2022


  • Average reading minutes: all / women / men
  • Times read by magazine category: all / women / men
  • Top magazines by reading minutes: all / women / men

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Reading habits and attitude towards advertising, NRS 2022

  • Reading habits and advertising claims
  • Attitudes towards advertising across channels
  • Ad blocking

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Readers' interests, NRS 2022


  • What interests Finns
  • Magazines with highest % of readers interested in a topic


  • Beauty and cosmetics
  • Boating and sailing
  • Cars and motor vehicles
  • Charity
  • Construction and renovation
  • Cooking and baking
  • Cottage life
  • Crafts
  • Culture
  • Domestic and foreign news
  • Domestic traveling
  • Economic and financial affairs
  • Entertainment electronics and information technology
  • Environmental matters
  • Fashion and style
  • Fishing
  • Food and drink
  • Gaming (computer, console, mobile)
  • Gardening and plants
  • Hunting
  • Interior design
  • Investment
  • Literature
  • Local affairs and events
  • Music and concerts
  • Nature and outdoor activities
  • Politics and society
  • Self-improvement
  • Sports and exercise
  • Traveling abroad
  • Well-being and health

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Media as an information source during the purchase process & purchase intentions of readers, NRS 2022


  • Cars
  • Home appliances, electronics and information technology
  • Cosmetics and beauty
  • Travel reservations
  • Style and fashion
  • Building and renovating
  • Food and cooking
  • Eyewear, contact lenses and sunglasses
  • Furniture and decor
  • Saving and investing
  • Health and wellness products and services
  • Sportswear, footwear and sports equipment

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ASSI – Customer magazine survey 2022

Research summary on customer magazine reading and advertising in Finland 2022. The summary consists of 7 studies which were carried out between June and December 2022.


  1. Customer media reach two thirds of all Finns.
  2. Most read customer media in print, which is also greatly appreciated.
  3. A customer medium builds a company’s image and strengthens the customer relationship. 77% of respondents consider the magazine an important customer benefit.
  4. Customer magazines are the only print magazine many get in their mailbox. This makes the magazine stand out.
  5. The magazine allows people to read about many topics that they would otherwise not read about. For this reason, the magazine is also a good channel for communicating the company’s values and stances and talking about its operations.
  6. People are interested in good journalism, but you should not be afraid of pure commercialism. Bringing up new products and offers is an important part of the reading experience for many readers.
  7. People are quite happy with their customer magazine – on a school grading scale of 4–10, readers gave the magazines an average rating of 8.5.
  8. 95% of readers notice at least one ad in the magazine. The average noting score for ads was 49%
  9. The strongest feature of articles and ads was clarity and understandability. 
  10. The feature that needs the most improvement is evoking emotions – advertisers should particularly pay attention to it. 

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Magazine Moment 2021

Magazine Moment study reveals the emotions and habits that Finns have when they read magazines and consume other types of media – newspapers, radio, TV, blogs, social media, YouTube and podcasts.


  1. The emotions associated with magazine moments are positive, such as relaxation, inspiration and the thirst for knowledge.
  2. People prefer to focus fully on their magazine moments and there is no room for the concurrent use of other media.
  3. Magazine moments are typically spent on the sofa at home and people like to allocate sufficient time to them.
  4. Magazines are well suited for following a wide range of topics.
  5. More than half of the surveyed readers also consume digital magazine content.
  6. 73% of the respondents feel that they get good value for their time always or often when they read print magazine content.

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ADAM 2021

Research compilation on the reading of and advertising in professional and organization magazines. 


  1. Commitment to professional and organization magazines is high - they are read regularly and readership periods are long-term.
  2. COVID-19 has increased reading.
  3. A professional or organization magazine is an important source of information about an industry, interest area, or organization — it is unique, provides peer support, keeps you up to date, engages newcomers, helps maintain professional skills, provides inspiration, and compiles the essentials in an easy-to-use format.
  4. Satisfaction with the content of your magazine is high.
  5. The ads are equally noticeable at the beginning, end and middle of the magazine.
  6. The best ads are related to the topic of the magazine. Readers are well-off, adult, educated city dwellers.

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