Media–audience relationships matter – discover three recent changes in Finnish media

In the age of AI, journalistic media can thrive by nurturing their relationship to their audience. Sanoma’s Sebastian Wikman and Veli-Matti Nurmela analyse some of the changes that major Finnish media have made recently to stay relevant to both readers and advertisers.  

One fact demonstrates the quality of media–audience relationships in Finland: most of the traffic to media sites is direct. Instead of asking AI and never ending up on the news site itself, Finns like to find their news right at the source. 

Business Manager, Data Veli-Matti Nurmela sees a connection between the rise of AI content and recent decisions made by publishers. 

“As AI gives everyone an opportunity to produce content, the signature of a trustworthy news media will only grow in relevance. A news outlet’s credibility in all channels, media–audience relationships and potential for advertisers are all connected,” Nurmela says. 

Clickbait no more – Helsingin Sanomat refreshes their headline practices

In early June 2025, Helsingin Sanomat declared they will no longer use clickbait in any of their channels. In her statement, editor-in-chief Erja Yläjärvi defined clickbait as a headline that uses mystery and exaggeration to deliberately conceal the point of the story. 

“It is not the same as a good and inventive headline meant to spark interest in the piece. Without interest, journalism goes to waste,” Yläjärvi stated. 

In August, HS shared results: the perceived quality of the paper improved, the calmer headlines performed above expectations, and average read times of digital articles increased. Articles that would have previously relied on a flashy headline to pull readers did not do as well with a moderate one, which was an indicator to raise standards. 

The shift was praised by Sanoma’s international network of B2B sales representative agencies. 

“The consensus was that rejecting clickbait adds to the credibility of the paper, the publisher and the advertising environment. A big player such as Helsingin Sanomat carrying its responsibility in this area makes a positive impression,” says Sanoma’s Client Manager Sebastian Wikman. 

Newsletters and curated content serve the reader 

Even large media are now harnessing the power of curated content sent straight to the reader’s inbox. The active choice the consumer makes by subscribing gives the newsletter great potential as a content distribution channel. 

Newsletters and other ways of serving the reader outside the main news channels reinforce media–audience relationships. 

“The journalists behind newsletters know their readers and can pick topics that are valuable to them,” Veli-Matti Nurmela points out. 

For an advertiser, a strong bond between a media and its readers means greater impact and perceived reliability of advertising. 

The newsletter options of Helsingin Sanomat include the latest headlines in different news categories and the popular Good News newsletter. Email courses, on the other hand, instruct readers on how to eat better, exercise and manage their finances. 

“Sanoma’s hybrid strategy is to give the consumer the option of both digital and print media. Newsletters are one way of carrying out this strategy and expanding it to different formats,” says Nurmela. 

Iltalehti becomes the first to adopt ‘consent or pay’ in Finland 

The Finnish tabloid Iltalehti recently adopted a ‘consent or pay’ model that requires their readers to either consent to targeted advertising or prohibit the collection of targeting data for €1.99 a month. 

While the model is common in many other European countries, Iltalehti is the first Finnish news outlet to utilise it. The decision sparked some controversy and complaints to the Data Protection Ombudsman. 

The European Data Protection Board has found that in many cases, the model does not comply with the requirements for valid consent. However, national media may not be considered ‘large online platforms’ such as the ones EDPB refers to in their statement. 

The model brings both benefits and risks. 

“The amount of precise data it produces is attractive to advertisers. The concern is whether it will affect the size of the readership,” Sebastian Wikman ponders. 

For now, Sanoma’s data collection and targeting is founded on strong media–audience relationships. Logged-in users account for a considerable amount of traffic on Sanoma’s news sites, which is also a testament to Finns’ willingness to pay for quality content.   

“Of course, we keep an eye on trends and new developments,” Veli-Matti Nurmela adds. 

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