Finnish consumer demand for printed newspapers falls 40% since 1990; 51% of consumers currently subscribe to print newspapers, down from two out of three several years ago, saying price has strong impact in determining media choices

Aimee Bellah

May 7, 2014 (Esmerk News Feed (Nordic)) – Finnish postal services company Itella has published a summary of several surveys analysing the future of the media and demand for newspapers in Finland. According to consumers, the proper media is impartial, expert, critical, and visual and also provides local news.

According to Itella, the digital age generation considers the low cost of digital services and the fact that they are free self-evident. Everyone values journalism and its reliability is important also in future. Of all consumers, 51% subscribe to printed newspapers. A few years ago, the figure was two out of three. Demand for subscribed newspapers and newsstand copies has fallen by 40% from 1990.

The price of a newspaper has a strong impact on consumers' willingness to subscribe. Demand fell quickly after the VAT was raised. Also price increases have lowered demand. The real increase in subscription prices has been 75% since 1990.

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