Finland

How to grow in a saturated, competitive market without launching new magazines? Rio De Janeiro, April 2001 Pauli Leimio:

Introduction

Magazine Country periodicals in total using post delivery 100 %

Guts Sports & Gambling Finns as Target Group

Growth The dilemma of The Dilemma of Growth 3 Three alternative ways:

Growth | First way: Developing Subscription sales 1. Developing Subscription sales: Areas: North America Sweden Finland

Growth | First way: Developing Subscription sales 1. Developing Subscription sales: You need: Effective information systems Customer addresses Look after the subsribers Follow their movements You get: Information directly You create: Competitive advantage

Growth | First way: Developing Subscription sales Results: Subscription sales form 75 % of total sales. This has become the main source of sales income. Automatic renewals make more than 50 % of subscription sales. Our customer data base consists of 4 million customers. We have penetration of 80 % of all Finnish households.

Growth | Second way: Utilizing Magazine Contents 2. Utilizing Magazine Contents Books Internet services TV series We Parents Magazine: 49 individual programsin two years

Growth | Second way: Utilizing Magazine Contents Results: The magazine Kaksplus (We Parents) reinforced its position as market leader. The number of readers rose by 8 % for the first year and 13 % for the second.

Growth | Third way: Web Utilization TM Magazine: Leading motoring and technology magazine in Finland Car tests carried out in arctic conditions 3. Web Utilization

Growth | Third way: Web Utilization TM Magazine: Two-tier web system Guest area Renewal Subscriber area Guest area 3. Web Utilization

Growth | Third way: Web Utilization Renewal Subscriber area PDF TM Magazine: 3. Web Utilization Two-tier web system Guest area Renewal Subscriber area

Growth | Third way: Web Utilization Results: The automatic renewal subscriber base for TM Magazine grew by 9 % thanks to the new service. Circulation has increased by 10.6 % during the past two years.

Conclusions Conclusions: Organic growth possible (even in extremely competitive market). Service offered to be linked to core business. Publishers position reinforced.