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2 Reading times of magazines NRS Finland 2011

3 Reading times of magazines Researched in NRS Consumer 2011 survey through an internet questionnaire A customised form: only the magazines which the respondent had said to have read during a NRS phone interview were shown on the internet questionnaire Number of completed questionnaires Wording: How many times do you read or browse a copy of the XX magazine? Please mark how many times you have read each magazine. Please also answer the question for the other magazines mentioned in the form. This question is based on the so called MPX factor questions, which were previously used in NRS in Finland and in some other countries. Each participant has only been asked one question about the reading times of magazines since Answering has become easier and the number of participants has increased. Reading times are reported as averages per target group and magazine subscribers.

4 Reading times of magazines in different target groups The following tables only report the numbers for each magazine for which the number of participants in a target group is no less than 50. If the number of r espondents is less than 50, it’s marked in the following way: x) < 50 respondents

5 Average of reading times x) respondents <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 General interest magazines 3,23,32,83,3 7 päivää3,43,73,03,7 Aarre2,52,62,5 Alibi2,72,23,02,9 Apu3,64,12,94,2 Askel4,14,5X4,4 ET-lehti3,03,32,03,2 Hymy2,12,02,1 Image3,2 3,12,9 Katso6,87,06,56,2 Kuriren2,3 X2,2 Meidän Suomi2,01,9X2,1 Seura3,13,52,53,6 Suomen Kuvalehti2,83,22,63,1 Valitut Palat3,03,22,93,3 Viva2,93,0x2,9 Women’s general interest magazines 2,62,71,82,6 Anna2,42,51,42,6 Cosmopolitan3,0 2,62,7 Eeva3,03,11,62,8 Elle2,72,8X2,5 Gloria2,12,21,52,1 Kodin Kuvalehti2,82,92,02,9 Kodin Pellervo2,32,71,82,7 Kotiliesi2,93,11,93,0 Kotivinkki2,42,61,32,7 Me Naiset2,93,01,92,8 Olivia2,52,6X2,5 Sara2,1 X2,0 Trendi2,42,5X2,2 Source: NRS Finland 2011, N= 8 966

6 Average of reading times x) n-luku <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 Women’s general interest magazines 2,72,91,33,0 Evita2,2 X2,3 Fit2,12,2X Hyvä Terveys2,72,91,72,9 Kaksplus2,62,8X Kauneus & Terveys2,42,5X KG3,03,2X Kotilääkäri2,52,7X Kunto Plus2,52,9X2,8 Lapsen Maailma2,12,2X2,3 Meidän Perhe2,83,0X2,9 Moda4,34,4X4,9 Sport2,52,7X2,6 Suuri Käsityölehti4,34,5X4,6 Vauva2,72,91,63,0 Voi hyvin2,52,7X2,6 Magazines for automotive and technics 2,81,92,92,6 Auto Bild Suomi2,5X2,62,3 GTi-Magazine2,82,02,92,3 Moottori2,61,72,72,8 Tekniikan Maailma3,21,73,32,7 Tuulilasi2,81,42,93,1 V8-Magazine3,5X3,62,6 Vauhdin Maailma2,3X 2,4 Source: NRS Finland 2011, N= 8 966

7 Average of reading times x) n-luku <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 Magazines for living, construction and gardening 2,93,12,13,1 Avotakka2,62,91,42,7 Deko.2,83,21,43,1 Divaani2,62,7X2,8 Glorian Antiikki2,62,7X Glorian Koti2,92,82,92,7 Kodinrakentaja2,63,02,22,9 Koti ja keittiö3,2 X3,4 Kotipuutarha3,84,52,44,0 Meidän Mökki2,52,62,32,7 Meidän Talo2,62,72,52,7 OMA KOTI Kullan Kallis4,2XXX Plaza Koti3,43,8X3,7 Talo & Koti2,82,9X3,0 TM Rakennusmaailma2,61,72,82,2 ViherPiha3,03,52,13,2 Magazines for computers and games 3,02,73,02,7 MikroBitti3,01,83,12,5 MikroPC2,3X2,4 Pelit4,2X4,13,5 Tietokone2,4X 2,2 Source: NRS Finland 2011, N= 8 966

8 Average of reading times x) n-luku <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 Magazines for science and culture 3,13,03,32,8 GEO3,33,13,62,6 Tiede3,0 Tieteen Kuvalehti3,12,93,22,9 Magazines for hobbies 2,72,12,92,6 Caravan3,02,43,42,7 Erä2,71,42,92,3 Juoksija-lehti3,02,93,12,8 Jääkiekkolehti2,61,53,01,8 Kamera-lehti3,12,23,52,5 Kippari2,8X3,1 Koiramme2,62,82,32,7 Matkaopas2,83,12,33,4 Metsästys ja Kalastus2,81,63,12,1 Mondo2,7 3,0 Retki2,8X3,0X Skimbaaja2,1XXX Soundi3,32,43,74,1 Suomen Golflehti2,52,02,72,2 Suomen Luonto2,42,22,72,3 Urheilulehti2,8X3,02,9 Vene2,51,92,72,5 Source: NRS Finland 2011, N= 8 966

9 Average of reading times x) n-luku <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 Magazines for children and youngsters 3,23,12,51,7 Aku Ankka3,22,93,42,2 Demi3,23,4X1,6 Miss MIX3,33,4XX Suosikki3,12,73,81,4 Loyal customer magazines 1,82,01,62,0 Me/YkkösBonus-lehti1,71,81,51,8 Yhteishyvä1,92,11,72,1 Magazines for economics and entrepreneurship 2,01,82,02,2 Arvopaperi2,22,02,3 Suomen YrittäjäSanomat1,61,31,9 Talouselämä2,1 2,6 Taloustaito2,4 2,32,5 Tekniikka & Talous1,61,31,71,6 Yrittäjä1,81,71,92,3 Magazines for professionals and organizations 2,21,82,31,8 Koneviesti3,52,73,62,9 Käytännön Maamies2,61,72,92,1 Maatilan Pellervo2,01,82,21,6 Metsälehti2,41,82,61,8 Metsälehti Makasiini2,71,73,01,9 Opettaja1,41,51,31,5 Rakennuslehti1,8X2,1X Tehy2,12,21,72,0 Työ Terveys Turvallisuus1,61,71,51,7 Urakointi Uutiset2,1X2,2X Source: NRS Finland 2011, N= 8 966

10 Average of reading times x) n-luku <50 All N=8966 Women N=4791 Men N=4175 Decision maker for FMCG N=4703 Magazines for food and drinks 2,52,62,32,7 Etiketti1,51,61,51,6 Glorian ruoka & viini2,83,02,33,2 Maku3,13,22,73,2 Viini2,52,42,6 All magazines 2,62,52,22,6 Source: NRS Finland 2011, N= 8 966

11 Reading times of subscriber readers Note: For some magazines, if there are less than 50 respondents, the results are only suggestive.

12 Average in subscriber readersN of respondents General interest magazines 3,8 7 päivää4,2541 Aarre2,880 Alibi4,274 Apu4,3397 Askel5,452 ET-lehti3,3512 Hymy2,695 Image4,161 Katso7,5105 Kuriren2,847 Meidän Suomi2,172 Seura3,8324 Suomen Kuvalehti3,2335 Valitut Palat3,2532 Viva3,366 Women’s general interest magazines 3,1 Anna2,7204 Askel5,452 Cosmopolitan3,2175 Eeva3,5152 Elle3,150 Gloria2,6111 Kodin Kuvalehti3,3488 Kodin Pellervo2,8120 Kotiliesi3,2290 Kotivinkki2,6277 Me Naiset2,172 Olivia3,4368 Sara3,671 Trendi2,482 Source: NRS Finland 2011, N= 8 966

13 Average in subscriber readersN of respondents Women’s special interest magazines 3,2 Evita2,128 Fit340 Hyvä Terveys3,1289 KG3,832 Kaksplus370 Kauneus & Terveys2,8185 Kotilääkäri2,959 Kunto Plus2,876 Lapsen Maailma2,292 Meidän Perhe3,3196 Moda5,7116 Sport2,9104 Suuri Käsityölehti4,9245 Vauva3,3119 Voi hyvin2,6106 Magazines for automotive and technics 3,4 Auto Bild Suomi3,1147 GTi-Magazine3,895 Moottori2,275 Tekniikan Maailma3,9433 Tuulilasi3,4249 V8-Magazine4,3112 Vauhdin Maailma2,862 Source: NRS Finland 2011, N= 8 966

14 Average in subscriber readersN of respondents Magazines for living, construction and gardening 3,4 Avotakka3,2189 Deko.3,844 Divaani449 Glorian Antiikki3,587 Glorian Koti3,693 Kodinrakentaja2,786 Koti ja keittiö3,7136 Kotipuutarha4,397 Meidän Mökki2,6196 Meidän Talo3,2216 OMA KOTI Kullan Kallis315 Plaza Koti414 Talo & Koti3,755 TM Rakennusmaailma2,7163 ViherPiha3,2292 Magazines for computers and games 3,5 MikroBitti3,6278 MikroPC2,580 Pelit5,189 Tietokone2,786 Magazines for science and culture 3,7 GEO4103 Tiede3,5271 Tieteen Kuvalehti3,5279 Source: NRS Finland 2011, N= 8 966

15 Average in subscriber readersN of respondents Magazines for hobbies 3,2 Caravan2,330 Erä3,1190 Juoksija-lehti492 Jääkiekkolehti2,794 Kamera-lehti3,141 Kippari3,564 Koiramme2,1107 Matkaopas3,1146 Metsästys ja Kalastus3,2298 Mondo2,9104 Retki4,334 Skimbaaja2,511 Soundi5,454 Suomen Golflehti2,623 Suomen Luonto2,7112 Urheilulehti3,3130 Vene3,189 Magazines for children and youngsters 3,1 Aku Ankka3,31553 Demi3,6198 Miss MIX3,356 Suosikki2,2108 Loyal customer magazines2,7 Me-lehti12 Yhteishyvä4,313 Source: NRS Finland 2011, N= 8 966

16 Average in subscriber readersN of respondents Magazines for economics and entrepreneurship 2,4 Arvopaperi2,597 Talouselämä2,6102 Taloustaito2,492 Tekniikka & Talous1,687 Suomen YrittäjäSanomat3,333 Yrittäjä1,759 Magazines for professionals and organizations 2,5 Koneviesti4,8161 Käytännön Maamies3111 Maatilan Pellervo2,4100 Metsälehti3133 Metsälehti Makasiini3,3109 Opettaja1,45 Rakennuslehti1,417 Tehy2,43 Työ Terveys Turvallisuus1,412 Urakointi Uutiset1,624 Magazines for food and drinks 3,0 Etiketti1,67 Glorian ruoka & viini3,696 Maku3,7181 Viini3,252 Source: NRS Finland 2011, N= 8 966