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

The Newspaper Publishing Industry 
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different categories were used to report Sanoma’s results. Therefore the net sales of each 
activity for these two periods can not easily be compared. But roughly speaking between 
2007 and 2009 the share of the different activities in the total net sales seems to have 
remained more or less equal. 
As the online newspaper and magazine activities are reported under newspapers and 
magazines respectively and not reported separately, it is not possible to distinguish a shift in 
the share of the revenues which comes from print to the share which comes from online news 
and magazines. 
Table B3: Net sales distribution
 
Net sales distribution 
‘02 
‘03 
‘04 
‘05 
‘06 
(no 
data) 
‘07
By division 
 
 
 
 
 
 
 
 
 
Magazines, online operations (Magazines) 
41 40 21 44
41
Newspapers, online operations, printing 
(Sanoma) 
18 17 9 17
16 
Education and books (WSOY) 
8 8 5 11 
10 
TV, broadband internet, radio (SWelcom) 
4 5 3 5
5
Kiosks, press distribution, bookstores, 
entertainment (Rautakirja) 
29 30 13 24
28
Other companies (WSOY) 
49 
Total 
100
% 
100
% 
100
% 
100
% 
 100
% 
 
 
 
By activity