The general economic and political conditions in Sanoma’s operating countries and overall industry trends could influence Sanoma’s business activities and operational performance. In addition to the recently increasing global risks, including geopolitical unrest, the cost and supply of global commodities such as energy, and high inflation, general economic conditions may be affected by various additional events that are beyond Sanoma’s control, such as natural disasters and pandemics. For example, the COVID-19 pandemic has, in general caused a reduction in business activity and financial transactions, lockdowns, quarantines, labour shortages, supply chain interruptions, additional precautionary activities, additional costs and overall economic and financial market instability. Although Sanoma’s diversified and well-balanced business portfolio to a certain extent mitigates this type of risk, it may cause disruptions to Sanoma, its employees, markets, suppliers and customers, any of which could have a material adverse effect on Sanoma’s business, operating model, financial condition and/or results of operations.
In general, political risks associated with the performance of Learning relate to the development of public and private education spending especially during curriculum renewals. Sanoma faces political risks particularly in Poland and Spain, where changes in the political landscape could have a material effect on Learning, as described above. Moreover, changes in the overall economic environment can affect Learning’s cost base, particularly the cost and availability of paper and printing, as well as of personnel. Such changes could also affect demand in segments where it is the parents or students themselves, rather than the government or schools, who pay for learning materials such as by increasing the demand for second-hand books. Such segments constitute a minority of Learning’s business.
In Media Finland, risks associated with business and financial performance typically relate to advertising demand and consumer spending. A significant proportion of the Group’s sales is derived from advertising sales in magazines, newspapers, television, radio and digital (online and mobile) media as well as circulation sales of printed media. Both of these sources of income are sensitive to changes in the general economic environment and consumer confidence, with advertising sales being historically somewhat more sensitive to economic downturns than circulation sales, particularly in subscription sales. Moreover, changes in the overall economic environment can affect Media Finland’s cost base, particularly the cost and availability of paper and printing, as well as of personnel and distribution costs. In addition to increasing Media Finland’s direct operating costs, higher cost inflation may have an adverse indirect impact on the demand for its products and services.
Changes in the geopolitical situation in Finland, such as Russia’s attack and war in Ukraine and Finland’s application for a membership in the North Atlantic Treaty Organisation (NATO), could have an indirect impact on the business operations and financial performance of Sanoma’s businesses in Finland.
Sanoma’s diverse business portfolio and actions to manage the risks and costs related to prevailing and expected economic conditions, partially mitigate these risks. In 2022, approx. 52% (2021: 51%) of Sanoma’s net sales was derived from learning, approx. 22% (2021: 23%) from single copy or subscription sales, approx. 4% (2021: 5%) from print advertising, approx. 14% (2021: 15%) from non print advertising and approx. 7% (2021: 6%) from other sales.