Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries: The Newspaper Publishing Industry

Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries 
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With the acquisition of foreign companies like the Dutch VNU media in 2005, Independent 
media in Russia in 2008 and
SBS broadcaster in the Netherlands and Flanders
, Sanoma 
expanded its stage throughout Europe.
Figure B1: Sanoma chart of all divisions 
Source: www.
sanoma
.com 
COUNTRIES 
Sanoma operates in twenty European countries including Finland where its headquarters are. 
The other countries where Sanoma performs its activities are shown in figure 2. 
Figure B2. Countries in which Sanoma has activities 
Source: Annual report 2008. 

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The Newspaper Publishing Industry 
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Sanoma publishes most of its titles in Scandinavia and in the Netherlands. In Estonia, Latvia, 
Lithuania, Russia and east Europe, Sanoma publishes newspapers and owns a number of 
websites. These websites are both news websites and websites for classified ads.
NUMBER OF EMPLOYEES 
Table B1 shows the number of fulltime employees who work at the Finnish news division and 
the total number of fulltime Sanoma employees.
Table B1 Number of employees by year and division.
 
Year
 
News division. Employees (FTE) 
Total, all divisions. Employees 
‘99 
approx. 4.900
No data
’00 
approx.4.800
No data
‘01
approx.5.000
No data
’02 
approx.5.000
No data
‘03
approx.4.000
14.207
‘04
approx.2.800 
13.651
‘05
approx.2.850
14.256
‘06
2.329
15.732
‘07
2.373
16.701
‘08
2.449
18.503 
‘09
2.306
17.343 
‘10
2.016
16.016 
Source: Annual report 2003- 2010 
The figures in this table show that the number of employees working for the news division 
has shrunk with more than 50% since 1999, while the total number of employees has grown, 
until 2008. In 2009 and 2010 the total number of employees also declined. The news division 
employs in 2010 approximately 13% of the total number of employees working for Sanoma.