Pirkka is the most widely read magazine in Finland – the modernised Pirkka magazine continued to increase its readership
The National Media Research KMT published on Tuesday announced that Pirkka has increased its readership by nearly 60,000 readers. The total of over 2.5 million readers reinforces Pirkka’s position as the most widely read magazine in Finland.
”It was not easy to start modernising a magazine that had been published since 1933. The survey results prove that we did the right thing when we decided to highlight the original main focus of the magazine – usefulness for customers”, says Niina Ryynänen, Vice President of Kesko Food’s Customer Relationships unit.
The increase in readership is somewhat attributable to the increased number of K-Plussa customers, but the main factor is the successful modernisation of the magazine. “In Pirkka’s size category increasing readership is not easy. This is strong proof of the success of a major reform and of Pirkka’s established position as an attractive institution in the Finnish media,” says Kari Silvola, Editor-in-chief of the Pirkka magazine.
According to the results of readership surveys commissioned by A-lehdet and K-Plus Oy, the magazine is perceived to have a fresh image. It has retained its reliability, credibility and importance, while also becoming more modern.
Further information about the survey and the Pirkka magazine:
- The KMT readership information is collected using a telephone surveying technique (CATI). The survey sample is stratified regionally to represent the over 12 year-old Finnish and Swedish speaking population in Finland, excluding Åland Islands.
- The Finnish Audit Bureau of Circulations has commissioned National Media Researches since 1972. Since the beginning, the KMT organisation members have included Finnish Periodical Publishers Association (FPPA), Finnish Newspapers Association, MTL Finnish Association of Marketing Communication Agencies and the Association of Finnish Advertisers. The survey agency is TNS Gallup.
- The K-Group’s loyal customer magazine Pirkka underwent a reform at the beginning of 2007, as Markkinointiviestintä Dialogi Oy, part of the A-lehdet Group, was selected as its publisher.
Picture is downloadable from www.kesko.fi/materialbank > Current topics.
Further information:
Niina Ryynänen, Vice President, Kesko Food Ltd, tel. +358 1053 37100
Kari Silvola, Editor-in-chief, Markkinointiviestintä Dialogi Oy, tel. +358 400 831 823
Pirkka, the K-Group’s loyal customer magazine, is distributed to the holders of the K-Plussa card every month. There are currently as many as around 3.5 million K-Plussa cardholders in nearly 1.8 million households in Finland, and the K-Plussa card is accepted at nearly 3,000 outlets. Last year 185,000 new customers joined K-Plussa’s loyal customer programme. This year the number of K-Plussa customers has increased by nearly 100,000. In addition to the K-Group stores, the diversified Plussa network includes Neste, Sonera, Pohjola, A-lehdet, Helsinki Energy, Scandic Hotels, Finnkino, and Europcar.
