According to the latest National Readership Survey, the daily newspapers Helsingin Sanomat and Etelä-Saimaa published by Sanoma News, as well as the sports and betting weekly Veikkaaja have succeeded in increasing their readership.

Helsingin Sanomat and Etelä-Saimaa gained 7,000 new readers in the last six months while Veikkaaja has 20,000 new readers. Of Sanoma News' other newspapers, regional dailies Kouvolan Sanomat and Kymen Sanomat have kept their readership stable, but the tabloid Ilta-Sanomat, like all other tabloids in Finland, has lost some 23,000 readers. Helsingin Sanomat and Ilta-Sanomat continue to be the two biggest newspapers in Finland.

Sanoma Magazines Finland's women's magazines also performed well. The weekly Me Naiset got 16,000 new readers, Cosmopolitan's readership grew by 14,000 and the monthly magazine Sara's by 7,000. The monthly Sport has 6,000 new readers. The popularity of cooking magazines grew and Sanoma Magazines Finland's title Glorian Ruoka & Viini gained 14,000 new readers. Its sister publication Glorian Koti, focusing on home and decoration, has 10,000 new readers. The science magazine Tiede increased its readership by 16,000. Finland's largest weekly is still Aku Ankka (Donald Duck, published by Sanoma Magazines Finland), which has 1,072,000 readers.

According to the study, newspapers are the best source of information for groceries, cars, furniture and household appliances and the places to buy these. Magazines are perceived as the best information source for beauty, fashion, cooking recipes and decoration tips.

National Readership Survey, made by the Finnish Audit Bureau of Circulations, follows the reading habits of nearly 30,000 Finns over 12 years and reports the results twice a year. The latest survey included 180 most significant Finnish newspapers and magazines.