Newspaper remains the most valuable medium in Finland

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According to a survey commissioned by the Finnish Newspapers Association and conducted by TNS Gallup, 80 per cent of Finns regard the newspaper as a valuable medium.
      A total of 76 per cent of the respondents feel that newspapers have expert knowledge, and 75 per cent think that they are of topical interest.
      TNS Gallup interviewed well over 1,000 Finns at the end of March 2009. The respondents had been invited to take part in the survey through a telephone call, but the survey itself was conducted using online questionnaires.
     
Compared with a similar survey a year ago, the findings indicate that Finns now regard newspapers as more active than previously, saying that newspapers also offer more topics for discussion in everyday life.
      On the other hand, the attributes ”adventurous”, ”bold”, or ”surprising” were not among those linked with newspapers.
     
Finns think that newspapers are intellectual and profound, while saying that they should show such qualities to an even greater extent.
      The survey indicated further that in some categories the popularity of the Internet as a medium has declined.
      Compared with the 2008 survey, Finns feel that the Internet is less familiar, less useful, and less important for them.
      The survey did not define newspapers or the Internet, but the respondents were allowed to report their opinions according to their own definitions.


Previously in HS International Edition:
  Finnish newspaper readership figures remain stable (16.9.2008)

See also:
  Subscription newspapers continue to be most important sources of news in Finland (27.1.2009)

Links:
  Finnish Newspapers Association

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