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

‘08 
‘09 
‘10 
Retail 
27 
21 
30 
Advertising sales 
25 
21 
23 
Subscription sales 
15 
17 
17 
Single copy sales 
13 
14 
13 
Learning materials and solutions, books 
13 
11 
9 
Distribution sales 
8 
5 
Other 
11 
8 
Total 
 
 
 
 
 
 
100
% 
100
% 
100
% 
By activity 
 
 
 
 
 
 
‘08 
‘09 
‘10 
Magazines 
37 
37 
Retail and distribution 
27 
27 
Newspapers 
14 
13 
Digital media 
 
11 
12 
Television and radio/cable TV/online service 
Printed learning materials and solutions, 
books 
11 
11 
Total 
 
 
 
 
 
 
100
% 
100
% 
 
Source: Sanoma Annual Reports 2002-2010. 
STRATEGIES 
 
Investments and takeovers 
In 1981, Sanoma bought cable company Hesinki Television. In 2000, Sanoma focused on 
quality in print. The company invested in new printing presses (Sanoma, 2000). In the same 
year, Sanoma started to invest in online classifieds to gain more revenues from advertisers and 
in response to advertisers who started to shift their advertising budgets from newspapers to 
online services. Sanoma bought a 20% holding in Netwheels Oy, an online car sales company 
(press release, September 20, 2000). Sanoma continues to invests in classifieds, it acquired a 

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