Sanoma
Sanoma is Finland's leading multi-platform media company, selling digital, TV, radio, and print advertising across national and regional properties reaching 96-97% of Finns weekly, with proprietary programmatic tooling and content marketing services.
- Company typePublic
- Founded1999
- HeadquartersHelsinki, Finland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Sanoma does
Sanoma is the leading Finnish media company, operating a multi-platform portfolio that reaches 96-97% of the Finnish population weekly. Its business spans national and regional newspapers (Helsingin Sanomat, Ilta-Sanomat, Aamulehti, Satakunnan Kansa Länsi-Suomi), free-to-air television and streaming (Nelonen, Ruutu), radio stations (Radio Suomipop, Radio Rock), and consumer magazines (Me Naiset, Gloria). The company's underlying technology infrastructure centers on Sanoma Ad Manager, a proprietary self-service programmatic advertising platform that lets clients plan, buy, and optimize digital campaigns across Sanoma's owned digital inventory, supplemented by self-serve portal ilmoita.sanoma.fi for smaller advertisers.
The commercial model is advertising-led across four inventory types — digital, television, radio, and print — sold through a three-tier go-to-market motion: direct field sales for enterprise advertisers, inside sales for mid-market clients, and self-serve programmatic for SMBs. Sanoma Content Studio provides data-driven content marketing services, while Sanoma Kasvupalvelu (Growth Service) bundles Google Ads, Meta, and Sanoma's own channels into a managed offering for SMEs. Pricing is quote-based and campaign-tailored, with multi-year enterprise contracts and monthly self-serve billing.
Sanoma is listed on the Helsinki Stock Exchange under the ticker SANOMA and operates as Sanoma Media Finland Oy domestically. Recent strategic activity has been mixed between offensive expansion — UEFA Champions League rights acquisition for Ruutu starting fall 2027, positioning for Finland's new gambling advertising market opening July 2027, and the Kasvupalvelu SME launch — and defensive portfolio rationalization, notably the March 2025 divestiture of its website hosting business to Tagomo Digital Oy. An active March 2026 share repurchase program signals capital return discipline alongside reinvestment in premium content and new verticals.
Sanoma firmographics
Firmographics- Name
- Sanoma
- Legal name
- Sanoma Media Finland Oy
- Website
- https://media.sanoma.fi
- Company type
- Public
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sanoma is Finland's leading multi-platform media company, selling digital, TV, radio, and print advertising across national and regional properties reaching 96-97% of Finns weekly, with proprietary programmatic tooling and content marketing services.
- Ownership category
- akta.pro rank
Sanoma industry classification
Industry- Product category
- Media & Advertising Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (541890)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Media Inventory & Yield Management / Ad Operations (Trafficking, Tagging, QA) (BPAFABAO)
- akta.pro secondary industries
- Radio Network Advertising Sales & Representation (MPABABAK), Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)
Keywords
Where Sanoma is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices7 records
Markets served
Sanoma business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Digital advertising: Programmatic and direct digital advertising across Sanoma's portfolio of digital media properties, powered by Sanoma Ad Manager.
- Television advertising: Television advertising inventory across Sanoma's TV channels, sold through direct sales and programmatic channels.
- Radio advertising: Radio advertising inventory across Sanoma's radio stations, sold to advertisers seeking audio audience reach.
- Print and magazine advertising: Advertising space sales in Sanoma's magazine and newspaper portfolio.
- Gambling advertising: Advertising revenue from the gambling sector, expected to grow significantly as Finland's new gambling licensing regime opens the market on 1 July 2027, with the gambling ad market estimated at €100 million for Finnish media in the first licensing year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Self-serve digital advertising via Sanoma Ad Manager |
| Other | Multi-year contract | Full-service advertising campaigns (TV, radio, digital, print) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels2 records
Sanoma product offering
Product offeringCore offering
Sanoma sells advertising inventory and integrated marketing services across a Finnish multi-platform media portfolio spanning digital properties, television, radio, print newspapers, and magazines. Its core commercial offerings include the Sanoma Ad Manager self-service programmatic platform, the Sanoma Content Studio content marketing service, and the Sanoma Kasvupalvelu growth marketing service for SMEs, all backed by owned media brands (Helsingin Sanomat, Ilta-Sanomat, Nelonen, Ruutu, Aamulehti, Radio Suomipop, Radio Rock, Me Naiset, Gloria) that collectively reach 96–97% of Finns weekly.
Product overview
Sanoma is a Finnish media company operating a diversified portfolio of products across digital advertising platforms, streaming services, news media, magazines, radio, and marketing services. The core product infrastructure consists of Sanoma Ad Manager (self-service digital advertising platform), Sanoma Content Studio (content marketing services), and Sanoma Kasvupalvelu (growth marketing service for SMEs). Sanoma's media brands include national news outlets (Helsingin Sanomat, Ilta-Sanomat), regional newspapers (Aamulehti, Satakunnan Kansa), TV and streaming (Nelonen, Ruutu), radio (Radio Suomipop, Radio Rock), and magazines (Me Naiset, Gloria). The products serve B2B advertisers and agencies seeking media solutions and marketing services across Finland.
Differentiator
Problem solved
Functional benefit
Brands
- Sanoma Ad Manager: Digital advertising self-service platform for buying advertising in Sanoma's digital media channels.
- Sanoma Content Studio
- Sanoma Kasvupalvelu (Growth Service)
Products and services
- Sanoma Ad Manager Self-service digital advertising platform enabling businesses to independently plan, buy, and optimize programmatic ad campaigns across Sanoma's digital media network, including Helsingin Sanomat, Ilta-Sanomat, and other Sanoma digital properties. Lower entry barriers make it accessible to SMB and performance-driven advertisers.
- Sanoma Content Studio Data-driven content marketing service providing strategic content planning, content production across all channels, and influencer collaborations for brands seeking to scale branded content within Sanoma's media environment.
- Sanoma Kasvupalvelu (Growth Service) Managed marketing service for small and medium-sized businesses providing digital advertising across Google, Meta, and Sanoma's media channels with real-time growth reporting, combining paid social, paid search, and premium Finnish media inventory in one package.
- Ruutu Streaming Service Finnish streaming service offering TV content, movies, and series on-demand, including Nelonen's programming; serves as a video advertising and subscription product for consumers and B2B advertisers.
- Helsingin Sanomat Finland's largest subscription newspaper offering news, analysis, and investigative journalism across print and digital platforms; primary advertising inventory for national-brand advertisers.
- Ilta-Sanomat Popular Finnish evening newspaper and digital news platform covering current events, entertainment, and lifestyle content; large digital audience reach for advertisers.
- Nelonen TV Channel Television channel offering entertainment programming, dramas, and series content; supplies television advertising inventory to Sanoma's media solutions portfolio.
- Aamulehti Regional newspaper serving the Tampere area with news, local coverage, and lifestyle content; key advertising property for Pirkanmaa regional advertisers.
- Satakunnan Kansa Länsi-Suomi Regional newspaper serving Western Finland covering local news, business, and community content; supports regional advertising targeting in Satakunta and surrounding areas.
- Radio Suomipop Popular Finnish radio station featuring contemporary hit music and entertainment programming; radio advertising inventory for mass-reach campaigns.
- Radio Rock Finnish radio station specializing in rock music and related entertainment content; radio advertising inventory for targeted audio audiences.
- Me Naiset Finnish women's magazine covering lifestyle, fashion, beauty, and personal stories; print and digital advertising product targeting female audiences.
- Gloria Finnish lifestyle magazine focusing on culture, design, food, and sophisticated living; print and digital advertising product for premium lifestyle brands.
Quantifiable outcome
- Reaches 96–97% of Finns weekly across its media portfolio
Companies that use Sanoma
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles4 records
Sanoma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Sanoma partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tagomo Digital OyminorSanoma sold its website business to Tagomo Digital Oy as of 1 March 2025. This represents a divestiture of Sanoma's website hosting and management operations, with Tagomo Digital Oy taking over as the operator of Sanoma's website customer accounts.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Sanoma competitors and assessment
Company assessmentDirect peers
- Schibsted: Nordic media group with leading positions in news media, online classifieds, and digital advertising, highly comparable to Sanoma's multi-platform media and ad-sales business model across the Nordics.
- Alma Media: Finland's largest direct competitor in national and regional newspaper publishing and digital advertising, operating overlapping news brands and ad sales operations in the same Finnish market as Sanoma.
- Keskisuomalainen: Finnish regional media group publishing newspapers and digital properties and selling advertising inventory across multiple regions, directly competing with Sanoma's regional newspaper and digital ad offerings.
- Bonnier Group: Family-owned Nordic media conglomerate operating newspapers, magazines, TV, and digital media with advertising as a key revenue stream, mirroring Sanoma's diversified cross-media portfolio and audience reach.
- Ilkka-Yhtymä: Finnish media company operating regional newspapers and digital properties with advertising sales, comparable to Sanoma's regional media and advertising inventory in overlapping Finnish geographies.
- Aller Media: Nordic publisher of magazines, news media, and digital properties with significant advertising sales, directly comparable to Sanoma's magazine and digital advertising businesses in overlapping Nordic markets.
Broad incumbents
- Egmont: Large Nordic media group with newspaper, magazine, film, and TV operations including advertising sales, comparable to Sanoma as a broader incumbent in the Nordic media and advertising ecosystem.
- Bauer Media Group: Large European media company with radio, magazine, and digital advertising businesses, comparable to Sanoma as a broad incumbent in European cross-media advertising sales.
Others
- WPP: Global advertising holding company that buys and plans media on behalf of advertisers, relevant as an indirect counterpart and competitor to Sanoma's content studio and media planning services in the Finnish market.
Regional players
- Jysk Fynske Medier: Danish regional media group with newspapers and digital advertising operations similar to Sanoma's regional media and ad sales, but focused on Denmark rather than Finland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sanoma social profiles
Digital presenceSanoma compliance and trust
Trust signalCompliance2 records
Sanoma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sanoma leadership team
Management profileNumber of profiles
Profiles1 record
Sanoma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sanoma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sanoma
What does Sanoma do?
Sanoma sells advertising inventory and integrated marketing services across a Finnish multi-platform media portfolio spanning digital properties, television, radio, print newspapers, and magazines. Its core commercial offerings include the Sanoma Ad Manager self-service programmatic platform, the Sanoma Content Studio content marketing service, and the Sanoma Kasvupalvelu growth marketing service for SMEs, all backed by owned media brands (Helsingin Sanomat, Ilta-Sanomat, Nelonen, Ruutu, Aamulehti, Radio Suomipop, Radio Rock, Me Naiset, Gloria) that collectively reach 96–97% of Finns weekly.
Is Sanoma a public or private company?
Sanoma is a public company. It is classified as public and is currently operating.
When was Sanoma founded?
Sanoma was founded in 1999. It employs 11 to 50 people.
Where is Sanoma based?
Sanoma is headquartered in Helsinki, Finland, in the Europe region.
How does Sanoma make money?
Five revenue lines are on record. Digital advertising is the primary driver. The others are television advertising, radio advertising, print and magazine advertising and gambling advertising.
Who are Sanoma's main competitors?
Direct peers on record are Schibsted, Alma Media, Keskisuomalainen, Bonnier Group, Ilkka-Yhtymä and Aller Media. Broad incumbents are Egmont and Bauer Media Group. WPP is listed as an others. Jysk Fynske Medier is listed as a regional player.
Does Sanoma have an API?
No public API is recorded for Sanoma.
What industry is Sanoma in?
Sanoma's product category is Media & Advertising Services. Its primary akta.pro industry code is BPAFABAO, Media Inventory & Yield Management / Ad Operations (Trafficking, Tagging, QA), with a secondary code of MPABABAK, Radio Network Advertising Sales & Representation. Its NAICS code is 5418 and its SIC code is 7310.