Finland’s largest daily, Helsingin Sanomat, has more than 200,000 digital subscribers

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For general media distribution, 19 August 2017

The number of subscribers paying for digital services provided by Helsingin Sanomat has exceeded 200,000. Long, high-quality articles for digital-only subscribers have accelerated the increase in digital subscriptions.

“A total of 200,000 digital subscribers is an exceptional number, even by international standards, and more so if compared to the population of Finland, which is around 5.5 million. As many as 58 per cent of our subscribers are paying for digital content. This will ensure a bright future for us, even in the event that the demand for the print version of our newspaper decreases,” says Kaius Niemi, Senior Editor-in-Chief of Helsingin Sanomat.

Diamond Stories – that is, digital-only articles – have accelerated the growth of digital subscriptions. Helsingin Sanomat is a strong news brand, with its digital service gathering over one million visits per day. Diamond Stories dive deeper into subjects ranging from science to society and well being to culture.

”These digital-only articles are also attracting new paid customers, including readers who are younger than our existing readership and who live outside of the Helsinki region, our main circulation area,” says Niemi.

The thoroughly researched and skilfully written articles provide readers with unique content that is not available anywhere free of charge.

Success in the digital era is extremely important for Helsingin Sanomat. According to Niemi, the digital subscription market is looking very promising for HS.

“We have proved that younger people are willing to pay for high-quality digital content. This is an educational project for us. We want to ensure that future generations will also have access to content that inspires thinking and increases understanding. From us, it requires continuous development of narration and services together with cherishing quality. It is a question of preparing for a fully digital future, even though our print newspaper will continue to have a massive number of subscribers for a long time to come,” says Niemi.

Fact box

According to Media Audit Finland, the total circulation of Helsingin Sanomat was 321,828 in 2016, with a total reach of 1,821,000 (Finnish National Readership Survey, NRS). Total reach consists of the weekly number of readers of the print newspaper and all digital content.

The population of Finland is 5.5 million. Of all Finns, 88 per cent read print or digital newspapers in 2016 (NRS). 

Additional information:

Communications Director Hanna Johde, hanna.johde@sanoma.com, tel. +358 40 673 8977  

Sanoma Media Finland is the leading Finnish multi-channel media company known for its leading brands. We offer information, experiences and entertainment through newspapers and magazines, television and radio as well as online and in mobile media. Our brands reach most Finns every day. Sanoma Media Finland is part of Sanoma, a front running media and learning company.