WORLD PRESS TRENDS - World Association of Newspapers

FINLAND
FINLAND
Commentary – Sanomalehtien Liitto (Finnish Newspapers Association)
Growth in the national economy slowed down towards the end
of 2002. Consumers in Finland still have confidence in their
personal finances, but have less confidence in the Finnish
economy as a whole and are particularly worried about the high
level of unemployment. GNP grew 1.6% in 2002, and annual
inflation was at 1.6%. This was better than many other European
countries achieved.
Total ad expenditure shrank by 1.4% in 2002; newspaper ad
expenditure shrank faster, by 4.2%, but still accounted for more
than half of the entire market.
Newspapers are very widely read in Finland: 87% of the
population aged over 12 years reads a newspaper every day.
The press also benefits from co-operation among newspapers
in selling advertising, which enables them to offer advertisers
competitive, cost-effective and nationwide options in
advertising.
POPULATION
The combined circulation of daily newspapers fell 6.5% in 2002;
evening newspapers were the worst affected. Non-dailies,
however, increased their circulation by 10.3%, thanks to a strong
performance by local papers published in areas with scattered
population. The combined circulation of Finnish newspapers
is 3.1 million copies. Most are delivered every day as part of a
regular subscription; 80% of subscribers receive their copies
before 6.30am every day.
Newspapers have paid a great deal of attention in developing
their content to appeal to all types of readers. In recent surveys,
75% of readers have said that newspapers have either improved
their content or maintained its quality. Readers rely on the
newspaper they choose to subscribe to: 88% say that the news
in their ‘own paper’ is very reliable.
Approximately 150 Finnish newspapers have online editions.
Population by age and sex
All individuals Male Female Households
000 % 000 % 000 % 000
Children 931 18 475 19 456 17 2,373
15-24 655 13 335 13 320 12
25-34 647 12 331 13 316 12
35-44 755 15 384 15 371 14
45-54 820 16 414 16 406 15
55-64 600 12 294 12 306 12
65+ 787 15 305 12 482 18
Total 5,195 100 2,538 100 2,657 100
Source: Statistical Yearbook of Finland 2002
Households by social class
Households
000
1 177
2 336
3 410
4 501
5 949
Total 2,373
1 = employers and self-employed
2 = upper-level salaried employees
3 = lower-level salaried employees
4 = workers
5 = economically inactive
Households
Households
Occupancy 000
1 person 899
2 people 790
3 people 301
4 people 248
5 or more people 134
without children 1,763
with children 610
Total 2,373
Source: Statistical Yearbook of Finland 2002
Newspaper reach (%)
Daily
All adults 86
Men 87
Women 84
MHS 89
MHS = Main Household Shopper
Source: Intermedia Research 2000,
Suomen Gallup-Media Oy
Age structure of readership
% of % dailiy reach
Age readership within age group
15-24 14 72
25-44 38 86
45-59 31 94
60-69 14 97
Source: Intermedia Research 2000, Suomen
Gallup-Media Oy
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003