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Strategies & Insights: Finland, exception to the trends?

Finland has one of the highest rations of newspaper titles to population anywhere in the world. There are 200 newspapers mastheads for just 5 million people. On the surface this suggests the newspaper industry remains neatly protected from the changes in readership dynamics elsewhere in Europe. Our take is that this is not the case, but instead, the geographical boundaries, the tradition of newspaper reading and the affluence of the Fins have created barriers to change that are less permeable than those in North America and Western Europe. The storm is coming, but will take eighteen months longer to be felt heavily in much of Scandinavia.

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