Kauppalehti gets more readers after main competitor goes online-only
Media study gives financial daily 23,000 more readers
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Kauppalehti, an economic journal published by Alma Media, has seen its readership rise considerably, according to the recent National Media Study.
Last year, Kauppalehti had an average 216,000 readers. The information is based on a survey by TNS Gallup, investigating newspaper and magazine readership.
Readership for Kauppalehti was 12 per cent higher than in the previous time the study was conducted, in the latter half of 2007 and the first half of 2008. Kauppalehti gained 23,000 readers at the time.
The competitive environment had changed from the previous study. The most serious direct competitor, Taloussanomat, had stopped publishing a printed version, and had turned itself into an online publication.
Kauppalehti was the only newspaper to have increased its circulation to a statistically significant degree. The paper is now Finland’s seventh largest in readership.
The largest newspaper was Helsingin Sanomat with 958,000 readers.
The second largest newspaper was the late-edition tabloid Ilta-Sanomat (734,000 readers) and the third largest was Iltalehti (659,000 readers), the main competitor of Ilta-Sanomat in the tabloid market.
Readership of the top three declined by 1-3 per cent from the previous study.
For instance, Helsingin Sanomat readership declined by 12,000. Nevertheless, the number of readers of the Kuukausiliite monthly magazine supplement of Helsingin Sanomat grew to 1,272,000. However, the changes were not statistically significant.
Maaseudun Tulevaisuus, the newspaper of the Central Union of Agricultural Producers and Forest Owners (MTK) rose to fourth place in newspaper readership, past the Tampere-based daily Aamulehti. Readership grew by two per cent, but the increase was, once again, not statistically significant.
The total number of readers of print publications grew in 2008 by half a percentage point from the previous phase in the study.
The information in the study is based on 28,011 telephone interviews, which were conducted in the latter half of 2008.
Ilta-Sanomat and Taloussanomat are part of the Sanoma Group, as is Helsingin Sanomat
Helsingin Sanomat
