What Hilla Group does

Hilla Group Oyj is a Finnish multi-media conglomerate headquartered in Kokkola, Finland, founded in 1917 (incorporated 1918 as Keski-Pohjanmaan Kirjapaino Oyj) and rebranded to Hilla Group in 2021. The company operates a portfolio of 38 regional media brands — including Keskipohjanmaa, Kainuun Sanomat, and Tunturi-Lappi — delivering print and digital news across Central Ostrobothnia, Ostrobothnia, North Ostrobothnia, Kainuu, and Lapland, reaching nearly 1 million Finns daily and approximately 500,000 monthly followers. Its service portfolio spans Hilla Julkaisut (publications), Ohjelmistoratkaisut (software solutions for information management, media, and sports clubs via Jopox, Mindbyte, and Unicom), Tapahtumapalvelut (Rohki Events), Jakelupalvelut (Hilla Logistiikka distribution network), and Mainostajalle advertising services, including the Diggo digital out-of-home brand. AI is applied in a supporting capacity for content personalization, recommendations, and ad targeting, with the company explicitly positioning AI as augmenting rather than replacing human editorial decisions.

Hilla Group generates revenue through multiple streams: subscription and publishing revenue from print and digital readers, advertising sales (print, digital, and out-of-home) reaching regional audiences, professional services fees from event management, recurring software subscriptions for business and sports-club information management, and distribution/logistics fees. The go-to-market model is sales-led, with direct sales teams targeting corporate advertisers and organizations. Following the April 2025 historic restructuring — in which the media business was merged with Kaleva Media — Hilla Group transitioned from a regional media group into a marketing and technology company, retaining a 35% stake in the combined media entity while building a software, advertising, and digital services platform through 2024-2025 acquisitions of Profinder, Mindbyte Oy, and Unicom Consulting Oy. Reported 2024 revenue was €37.8 million with an adjusted operating profit of €1.6 million.

Name

Hilla Group

Legal name

Hilla Group Oyj

Website

https://hillagroup.fi

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

251–500 employees

Short description

Hilla Group Oyj is a Finnish marketing and technology company, formerly a regional media conglomerate, offering publications, software solutions, events, distribution, and advertising services across Northern and Central Finland, with a 35% stake in the combined Kaleva Media entity.

Ownership category

akta.pro rank

Product category

Regional Media and Publishing

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131), Convention and Trade Show Organizers (56192)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

News & Current Affairs Aggregators (MPACAKAA)

akta.pro secondary industry

Meetings & Group Travel Management (Corporate/MICE) (THALANAH)

Keywords

• Regional media publishing
• Digital outdoor advertising
• Software solutions
• Event services
• Logistics distribution

Headquarters

HQ city

Kokkola

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Publishing and Subscription Revenue: Revenue from printed and digital newspaper and magazine subscriptions covering regional news across Central Ostrobothnia, Ostrobothnia, North Ostrobothnia, Kainuu, and Lapland
2. Advertising Revenue: Print and digital advertising sales reaching approximately 500,000 monthly readers and nearly 1 million Finns daily through 38 media brands
3. Event Services: Event organization and management services through Rohki Events for corporate and community events
4. Software Solutions: Software solutions for businesses, organizations, media industry, and sports clubs focusing on information management
5. Distribution Services: Logistics and delivery services through Hilla Logistiikka for publications and products on a nationwide but locally responsive network

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hilla Group is a Finnish regional multi-media conglomerate that publishes 38 newspaper and magazine brands across Central and Northern Finland in print and digital formats, and complements its media business with advertising sales (including the Diggo digital out-of-home brand), software solutions for businesses, media organizations, and sports clubs, event services through Rohki Events, and a nationwide distribution/logistics network through Hilla Logistiikka. Following its April 2025 restructuring, the company has transitioned into a marketing and technology company holding a 35% stake in the combined Kaleva Media entity.

Product overview

Hilla Group is a multi-media conglomerate offering a platform of interconnected services centered on regional media, software solutions, event services, distribution, and advertising. The core offerings include Hilla Julkaisut (regional publications in print and digital), Ohjelmistoratkaisut (software for information management, media, and sports clubs), Tapahtumapalvelut via Rohki Events, Jakelupalvelut (logistics and distribution), and Mainostajalle (advertising solutions including the Diggo digital outdoor advertising brand). The portfolio also includes the Hilla Kyvyt athlete support program. The group operates through subsidiaries including Hilla Media Oy, Wildfrost Oy, and Jopox Oy, and business units such as Kosila and Rohki Events.

Differentiator

Problem solved

Functional benefit

Brands

• Diggo: Digital outdoor advertising brand operated by Hilla Group
• Hilla Kyvyt
• Keskipohjanmaa
• Kainuun Sanomat
• Rohki Events
• Hilla Logistiikka

Products and services

• Hilla Julkaisut (Hilla Publications) Comprehensive media family delivering regional news in printed and digital formats, reaching readers across Central Ostrobothnia to Lapland through 38 newspaper and magazine brands for private readers and subscribers.
• Mainostajalle (Advertising Services) Marketing and advertising solutions enabling advertisers to target audiences either highly locally or across half of Finland, reaching nearly 500,000 Finnish followers regularly via print and digital channels.
• Diggo Digital Outdoor Advertising Digital outdoor advertising brand offering location-based digital advertising solutions for advertisers seeking distinctive digital out-of-home reach within Hilla Group's portfolio.
• Tapahtumapalvelut (Rohki Events) Event services through Rohki Events, creating venues for corporate and customer events and significant meetings for businesses and community organizations.
• Ohjelmistoratkaisut (Software Solutions) Software solutions for businesses, organizations, the media industry, and sports clubs, focusing on information management, media operations, and club/administration tooling.
• Jakelupalvelut (Hilla Logistiikka Distribution) Logistics and distribution services through Hilla Logistiikka ensuring reliable delivery of products and publications via a nationwide but locally responsive network.

Quantifiable outcome

• Reaches nearly 1 million Finns daily through various media channels
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Keskipohjanmaa-säätiöminorOthersA foundation established in 1986 that supports Central Ostrobothnia's cultural heritage, literature, and regional information dissemination. The foundation's core capital was donated by Keski-Pohjanmaan Kirjapaino Oy. The foundation awards research grants and prizes related to regional culture and information.
• Hilla Kyvyt Individual Athlete Program SponsorshipsminorOthersHilla Group sponsors individual athletes through its Hilla Kyvyt program, supporting talented athletes from its operating region. Sponsorship recipients include Teemu Simoinen (javelin), Konsta Junttila (boxing), Heli Luiro (wrestling), Kuura Koivisto (freestyle skiing), Sami Rönty (judo), Teea Jestoi (swimming), and others representing clubs across their coverage area.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Keskisuomalainen: Finnish regional media group (Keskisuomalainen newspaper) operating print and digital publications in Central Finland — directly comparable as a regional newspaper publisher with similar print/digital transformation challenges.
• Alma Media: Finland's leading listed media company (€300M+ revenue) operating regional newspapers (Aamulehti, Satakunnankansa), digital marketplaces, and B2B information services — overlapping regional newspaper and digital advertising operations with Hilla.
• Ilkka Group: Listed Finnish regional media company (Ilkka, Pohjalainen) operating regional newspapers and digital media in Ostrobothnia — directly overlapping Hilla's geographic footprint and print + digital publishing model.
• Kaleva Media: Finnish regional media group (Oulu-based) operating newspapers, digital platforms, and printing. Most directly comparable peer because Hilla Group merged its media business into Kaleva Media in April 2025, holding a 35% stake in the combined entity.
• TS-Yhtymä: Turun Sanomat parent group, a listed Finnish regional media house operating newspapers and digital platforms in Southwest Finland — comparable as a regional newspaper publisher balancing print decline with digital transition.
• KSF Media: Swedish-language media group in Finland (Hufvudstadsbladet, Västra Nyland) operating regional and national newspapers — comparable as a Nordic regional media publisher with similar subscription and advertising dynamics.

Broad incumbents

• Schibsted: Norwegian-based Nordic media group operating leading digital marketplaces and newspapers across Scandinavia — broadly comparable incumbent whose digital subscription and classified ad strategies inform Hilla's transformation path.
• Sanoma: Finland's largest media group (€1B+ revenue) with newspapers (Helsingin Sanomat), TV, radio, and digital learning — comparable as a broad incumbent in Finnish media whose regional advertising reach competes with Hilla's.
• Bonnier: Family-owned Nordic media conglomerate spanning newspapers, magazines, books, and digital media — relevant broad incumbent in the regional and national media space overlapping Hilla's subscription and advertising model.

Emerging players

• MyClub: Finnish sports club management software platform used by hundreds of Finnish sports clubs — directly comparable to Hilla's Jopox subsidiary, which provides sports club management software within Hilla's software solutions portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hilla Group