Case study: Uusi Suomi (Finland)

The name of the publication and / or company

Uusi Suomi Ltd.

Established (year)


Web address

A form of the organization

A joint stock company (osakeyhtiö).

Describe the site or business in few words

Uusi Suomi Ltd. is a privately owned web publisher, located in Helsinki, Finland. Company publishes web newspaper Uusi Suomi ( which continues the journalistic traditions of Uusi Suomi, a conservative Finnish newspaper which operated between 1919-1991.

Uusi Suomi is currently the most successful independent news site in Finland. The special features of this web newspaper – concentrated much on social issues – are independent news production and active and polemic discussions. Uusi Suomi has a popular blog section called Puheenvuoro ( and its prominent bloggers have succeeded in starting many important debates on the national level.

Staff numbers

Who’s creating the content

Content creators, paid full time

7 (editor in chief, producer, news editor, three journalists, photographer. Source: Interview of the editor in chief Markku Huusko in Journalisti -trade magazine in 2011)

Content creators, paid half time


Content creators, paid freelancers

Nine columnists/bloggers in co-operation with YLE Puhe

Content creators, unpaid (for example citizen contributors or interns?)

Hundreds of bloggers

System engineers: (technical maintenance, site design and development personnel etc.) paid full-time


Business, marketing & sales, other

Sales Manager + Outsourced to Verkossa Media Oy (independent ad network in Finland)

How is your time divided between doing business and content?

50 – 50

How they make money

Revenue models and sustainability


Year 2010/12: 786 000
Year 2009/12: 275 000
Year 2008/12: 421 000

Yearly revenue

Year 2010 negative with close to 400 000 euros (source Kauppalehti).
Year 2009 negative with 646 000 euros (source Kauppalehti).

What kind of advertisement you sell

Cost per impression

Selling products or services (digital or virtual)

In 2010 Uusi Suomi started to sell its journalistic news content to other Finnish media sites (Voice, Plaza). US sells also blog visibility to business

Other revenue sources

Business to business marketing channel for companies.

Do you see your publication as your main product


What would be the most important thing on your road to sustainability?

Hard work