Five reasons Helsingin Sanomat is the leading media choice in Finland

Introduction:

Ads appearing in news brands are increasingly perceived as trustworthy and high quality by readers. According to IPA databank study 2021, campaigns using news brands are 74% more likely to deliver market share growth and 58% more likely to deliver profit.

This is true for Finland as a market because Finns consume a lot of content, primarily through national channels.

The Finnish audience share a few common traits, such as the tendency to explore issues from various perspectives, research, gather information, and make comparisons multiple times before making a purchase decision.

That said, the way to Finnish hearts is through national media — Helsingin Sanomat in particular.

We put together five reasons Helsingin Sanomat is the leading media choice when you plan to grow your business in Finland through advertising.

1. Helsingin Sanomat reaches 18% of the Finnish population with purchasing power every morning.

Helsingin Sanomat provides advertisers with a reliable media environment across print and digital that reaches more than one million consumers with high purchasing power in a single day.

Let’s put this in perspective:

The United States of America has a population of 330 million people. On the other hand, the New York Times has an average readership of 8,4 million people each day. That figure is equivalent to 2,54% of the total market. 

Despite Finland’s smaller population of 5,5 million people, Helsingin Sanomat has an average daily readership of over a million people. Thus making up for 18% of the total market in Finland.

2. It is the only subscription national newspaper and has a growing base of over 400,000 subscribers

Helsingin Sanomat is the only national subscription newspaper in the country. Reuter’s Institute’s latest study reveals that 20% of the Finnish population subscribes to a news publication — in which 48% of the above subscribe to Helsingin Sanomat.

On top of that, the print edition reaches readers early in the day before they make any daily purchase decisions. Thus allowing advertisers to make an influence in the readers’ decision-making process.

3. A multiplatform with over 2 million mobile visitors per month

Finns spend an average of 8 hours a day on different media. While paper editions are read primarily in the morning, Finns spend the rest of the day consuming content on other platforms.

To fulfill their thirst for gathering information, Helsingin Sanomat has a multiplatform that reaches its readers via different devices around the clock — including repeated advertising messages across various channels.

For example, Helsingin Sanomat reaches a total of:

• Over 2 million monthly unique visitors on mobile;
• 1,601,000 monthly unique visitors on desktop; and
• Over 380,000 monthly unique visitors on the tablet.

4. The place to be: Helsingin Sanomat’s front page has always been an ad

Helsingin Sanomat allocates its front page as an advertising space instead of a cover story — a one of its kind approach.

Being on the front page of Helsingin Sanomat means:

• Ads reach a large audience first thing in the morning before they make any purchase decisions; and
• Ads are delivered to the readers’ doorstep and across multiple digital channels.

The front page cover story is the driving force behind newspaper sales for most print media. Helsingin Sanomat’s readership subscription model eliminates the need to compete for sales based on content attractiveness.

5. Helsingin Sanomat has a nationwide brand trust score of 81%

As mentioned before, a study has shown that campaigns using news brands are 74% more likely to deliver market share growth and 58% more likely to deliver profit.

Helsingin Sanomat has been a pioneer in quality journalism since 1889 and is a much-anticipated friend in the morning. It is a highly trusted media source with a close relationship with its readers nationwide.

Our research data shows that approximately 64% of Helsingin Sanomat readers displayed a positive attitude towards advertising as they find it beneficial for them.

Final thoughts: the Finnish audience loves Helsingin Sanomat. It’s your gateway to their hearts.

To sum it up, Helsingin Sanomat is the leading media choice when growing your business through advertising for five reasons:

1. Helsingin Sanomat reaches 18% of the Finnish population with purchasing power every morning.
2. It is the only subscription national newspaper and has a growing base of over 400,000 subscribers.
3. A multiplatform with over 2 million mobile visitors per month.
4. Helsingin Sanomat’s front page carries a full-page ad. It’s the first thing the readers see.
5. Helsingin Sanomat has a nationwide brand trust score of 81%. 

Do it right: choose the channels that best reach your audience.

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