Helsingin Sanomat to buy local radio station Radio Helsinki

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Helsingin Sanomat is set to buy Radio Helsinki, a local radio station operating in the Helsinki metropolitan area. Radio Helsinki was established in 2000 and has about 50,000 weekly listeners.
      "The deal will contribute to strengthening the cross media perspective of Helsingin Sanomat and the paper's position in the Helsinki metropolitan area", says Pekka Soini, president of Helsingin Sanomat.
      The new owner's aim is to turn the radio station from unprofitable to profitable by increasing advertising and adding to the number of listeners.
      Radio Helsinki, which can be heard on the 95.2 MHz frequency, differs from other local radio stations in that it does not support the use of play lists. According to Paula Salovaara, editor-in-chief at Radio Helsinki, the station will continue on the same course.
     
In support of the transaction, the idea is to develop co-operation for example between the radio station and the Helsingin Sanomat weekly supplement Nyt (Now).
      Plans have also been made to increase the station's news programming and to step up the reporting of local events and entertainment, also part of the Nyt role.
      The goal has been set to establish Radio Helsinki as the capital area's leading commercial local radio station in its target group within three years.
      The purchase price remains undisclosed. The radio station was put on the market by its principal owner Paula Salovaara, one of the heirs of the Fazer dynasty.
      "The running of an unprofitable radio station has cost around EUR 400,000 per year", Salovaara comments.
      "The deal, however, was initiated by Helsingin Sanomat, and it includes the radio station's business activities, employees, brand, and equipment", Soini reveals.
     
Radio Helsinki, which employs a full-time staff of five with 40 regular contributors, was created by its 41-year-old owner and editor-in-chief Paula Salovaara.
      Radio Helsinki can also be heard in streaming form on the Internet, and it is targeted towards youth and young adults, a group whose interest in print media is known to be waning.
      The listeners have been assured that the station's programme concept will remain unchanged. Old favourites such as the popular "Paskalista" ("Shit List") will continue in the repertoire. "Paskalista" plays songs regarded by the listeners as the worst possible.


Links:
  Radio Helsinki
  Sanoma WSOY press release

Helsingin Sanomat