Otava’s
Star Moments 2025

A publishing company’s programme always mirrors the society around it. Otava’s 2025 non-fiction publishing programme included many biographies of notable Finnish figures and numerous books on local and military history. Fewer of these published books focused on the future. When browsing through their titles, you could conclude that Finland is currently searching for its identity and looking to the past.

Both the state of the country’s public finances and the unpredictable geopolitical situation are contributing to a scarcity of visions for the future. And public debate is, in many respects, also negative and sensationalist.

The concept of “Finnishness” encompasses a unique culture, diligence, an appreciation of education, and reading.

HENRIK EHRNROOTH

President Mauno Koivisto wrote several books. The Russian Idea, which was published in 2001, proved that the country itself had not changed even though its rhetoric may have shifted. Russia is constantly striving to consolidate its position as a superpower with the aid of political, economic and military power. The Russian-language edition of this book was launched at the Finnish Embassy in Moscow. A Russian radio reporter interviewed Koivisto, and ended with a surprising question: so what, then, is the Finnish Idea? Koivisto replied with a single word: vyžit – to survive.

This survival ethos is still alive and well in Finland. Reliable institutions and the rule of law have also acted as foundations of Finnish society.

The concept of “Finnishness” encompasses a unique culture, diligence, an appreciation of education, and reading. An independent country and Western society have been built upon these values. But are these still sufficient building blocks for the Finland of today, or does our country need something brand new?

In his book The Triangle of Power, which we published, President Alexander Stubb presents his views on the formation of a new, multipolar world order. In Stubb’s opinion, Finland’s path should be founded on value-based realism. 

320.1

Meur

Otava’s net sales

The Otava Idea has remained unchanged ever since the company was established. For over a century, Otava has both emphasised and taken responsibility for Finland’s shared values. We promote culture, growth and learning through the content we publish, such as books, articles and learning materials.

In my opinion, we have succeeded in sticking to fact-based social debate in our magazines without descending into fake news territory. Our goal is for public debate in Finland to be less polarised and of a higher standard.

At Otava, we want to continue promoting culture, growth, language and learning, so that we can find a new Finnish Idea together.

Let’s continue to be led by courage and quality.

Henrik Ehrnrooth
Chairman of the Board of Directors

In recent years, our operating environment has had to deal with a pandemic, inflation and a recession. The war in Ukraine continues, and the global political situation remains unstable. Unpredictability has become the new normal. Finland’s public finances remain weak and unemployment has risen to more than 10 per cent – the highest in the EU. Consumers save money in uncertain times.

Otava’s financial position has remained stable, and our result for 2025 was good. This has required both hard work and quick responses to change, for which I would like to thank all our personnel.

Otava published its first primer in 1902. Since then, we have been involved in building the Finnish education system and promoting high-quality teaching – and ensuring its continuity.

A new milestone was reached at the end of 2025 with the publication of our latest primer, Tähtietsivät (Star Detectives). Tähtietsivät is Otava’s 20th primer. It gives every first grader strong basic reading and writing skills, while also inspiring children to spend time reading educational books. 

21.3

Meur

Otava’s operating result

For young people in particular, it also provides a counterbalance to a life full of screens. Reading printed books has become a trend. The popularity of English-language books in particular has grown, and this is also reflected in Suomalainen Kirjakauppa’s sales figures. Social media trends have a strong influence on young people’s reading habits. They want to read books in the same language and at the same time as social media influencers. Young people have good language skills, and English comes naturally to them when consuming media.

In a small language area such as ours, it is important for both Finnish literature and high-quality journalism to be available to everyone. Amidst the media deluge, it is becoming increasingly difficult to determine what information can really be trusted. When you consume Finnish media, you support reliable journalism.

Media consumption habits are in transition, so it’s vital that we find new ways to reach readers.

In a small language area such as ours, it is important for both Finnish literature and high-quality journalism to be available to everyone. Amidst the media deluge, it is becoming increasingly difficult to determine what information can really be trusted.

When you consume Finnish media, you support reliable journalism.

Media consumption habits are in transition, so it’s vital that we find new ways to reach readers. Our magazines’ short video services and new types of digital services are one way to bring high-quality content to new readers. For example, Suomen Kuvalehti’s revamped website now provides subscribers with a daily selection of articles curated by the editorial team.

So let’s make sure that our work remains meaningful and productive.

Alexander Lindholm
CEO, Otava Ltd

Read more about Financial Statement:

Otava’s publishing companies increased their market share

In 2025, the net sales of Otava’s book publishing business grew by 2.2 per cent to EUR 79.3 million. Otava increased its market share in both general literature and learning materials.

The growth seen in digital book sales levelled off. Half of all fiction sales come from digital books, and digital sales have decreased slightly from their peak a few years ago. In children’s and young adult literature, sales of digital books remained on par with last year.

Otava had diverse and top-quality publishing programmes. One indication of this was the number of nominations Otava received for the Finlandia Prize: a total of six nominations, including at least one in each of the three prize categories.

In August 2025, Otava published President Alexander Stubb’s book The Triangle of Power: Rebalancing the New World Order, which describes both the current state and future of international politics. Stubb says that the world has changed more over the last three years than in the previous three decades combined.

Russia’s war of aggression in Ukraine ended the post-Cold War era. Power politics has made a comeback, and the liberal world order is in a state of transition. International politics is going through a period similar to 1918, 1945 or 1989, when even a small country like Finland can influence the direction that change will take. 

One of the year’s hits was Olivier Norek’s The Winter Warriors – a French bestseller that took the world by storm with its story of Finland’s Winter War and its great hero, Simo Häyhä. This historically accurate and narratively stunning novel chronicles Simo Häyhä’s journey from carefree young boy to the world’s most famous sniper. According to Finland’s bestseller list, it was the 12th bestselling title of 2025.

Audiobooks published by Otava are now included in Spotify’s Premium subscription in Finland and the Nordic countries. This will open up a new market for us, and bring our books to the attention of new audiences.

Tähtietsivät is Otava’s 20th primer, and it provides every first grader with a solid foundation in reading and writing skills.

Otava Learning achieved good net sales and a solid result. Over 80 per cent of upper secondary school learning materials are already digital, and this proportion is no longer expected to increase.

The publication of our Tähtietsivät (Star Detectives) primer was one of the highlights of the year. This is Otava’s 20th primer, and it provides every first grader with a solid foundation in reading and writing skills. Its captivating stories and relatable characters will inspire everyone to immerse themselves in the world of reading!

Otava Book Printing ‘s result net sales rose by five per cent and its operating result improved.

Suomalainen Kirjakauppa improved its result      

Suomalainen Kirjakauppa’s net sales decreased by one per cent to EUR 84.2 million (85.0). The operating result rose to EUR 1.3 million (0.0). Suomalainen Kirjakauppa had 55 stores at the end of 2025.

Book sales are on the rise, which is a very positive trend. Growth was seen in sales of English-language books in particular. 

Suomalainen Kirjakauppa has revamped its store concepts and retail locations. The slightly smaller stores in shopping centres are cosy and inviting.  The number of customers visiting stores has increased.

Sales processes have been streamlined so that stores can focus on what matters most: customer service. Suomalainen Kirjakauppa’s strength has always been its customer service. Suomalainen Kirjakauppa has a Net Promoter Score (NPS) of 81, which is exceptionally high by Finnish standards. It also has a good Google rating.

Suomalainen Kirjakauppa’s app already has about 100,000 active users, and the store also runs its loyalty programme through the app.

In April 2025, Suomalainen Kirjakauppa organised a “Stop literacy extinction!” demonstration on the steps of Parliament House.

In April 2025, Suomalainen Kirjakauppa organised a “Stop literacy extinction!” demonstration on the steps of Parliament House. Hundreds of people gathered on the steps to read books in support of literacy and fostering a love of reading. A petition to bolster literacy was also submitted to the Ministry of Education during the event. This petition was signed by more than 30 organisations, including all of the Otava Group’s companies.

Reading skills have declined among children, teenagers and adults alike. One reason for this is a sharp increase in screentime, which in the worst case can lead to mental health issues and learning challenges. You can only learn to read by reading – and only through reading can you discover the joy, benefits and peace of mind it brings. Reading promotes personal wellbeing and brain health. A good level of literacy will ensure that Finland remains a functional and thriving society.

Another demonstration will be held in spring 2026.

Another good result for Otavamedia

Otavamedia’s net sales declined on the back of a drop in magazine circulation, but its operating profit was good. Streamlining and organisational restructuring helped to maintain a good earnings level. It is difficult to increase or maintain net sales in the print publishing sector, which is why it is essential to develop new business models. 

Tekniikan Maailma’s new short video channel was launched in spring 2025. The service makes Tekniikan Maailma’s content available in the form of dynamic, engaging and quick-to-watch videos. TM Video is a fast-paced video concept that explores the most interesting innovations in transport, science, construction and technology. It features insightful tests, surprising facts and practical tips that will entertain, inform and inspire. In addition to tekniikanmaailma.fi, the videos are posted on Instagram, Facebook, TikTok and YouTube – where there is an audience ready and waiting. And the videos have already found their audience. For example, the videos produced for TM’s winter car comparison have already racked up hundreds of thousands of views. TM is now expanding, refining and increasing its video production. Topics will include anything and everything that interests TM’s target audience.

Tekniikan Maailma’s new short video channel was launched in spring 2025.

According to the National Readership Survey (KMT), the Otavamedia media included in the survey have an overall reach of 2.2 million people, that is, we reach 51 per cent of all Finns over the age of 15. Overall reach refers to the combined reach of the printed magazine and its digital content. 

We reach 1.3 million unique readers through our print magazines, and 1.8 million unique visitors per month through our websites. 

Five of our media saw a significant increase in their overall reach. Seura experienced the largest growth with an increase of 24,000, and its overall reach rose impressively for the fourth year in a row. Metsästys ja Kalastus, TM Rakennusmaailma, Kippari and Viva also increased their overall reach. 

Otavamedia’s print magazines reach a total of 1,305,000 unique readers, or 30 per cent of all Finns aged 15 and above. Five of Otavamedia’s print publications saw an increase in readership, while nine experienced a decline. Tekniikan Maailma, Metsästys ja Kalastus, TM Rakennusmaailma, Viva and Kippari all increased their readership. 

When it comes to printed media, people spend the most time reading Suomen Kuvalehti: up to an hour and 38 minutes on average. People also enjoy reading our other print publications – they spend an average of 68 minutes reading them compared to an average of 53 minutes reading magazines in general. People read Otavamedia’s publications for an average of four minutes longer than in the previous survey

The Edit Gala awards honoured the year’s best magazine media. The winner in the Magazine Media Article of the Year category was a delightful piece from Tekniikan Maailma in which children tested children’s skis.  Jarmo Wright, a photo journalist at Suomen Kuvalehti, received the Special Edit award for his long-standing work as a pioneer in magazine visuals.

Suomen Kuvalehti achieved a double victory in the competition, as it also won the prestigious award for General-interest Media of the Year. According to the jury, Suomen Kuvalehti is a journalistically ambitious magazine with high-quality visuals that has naturally adapted its content to digital channels while maintaining its own strong style.

     

Star Owl competition inspires kids to read

Good reading skills are no longer a given in Finland. Otava recognised the need to address gaps in reading skills, and our desire to improve literacy led to the creation of the Star Owl reading competition for primary schools. This competition has succeeded in motivating students to read, regardless of their skill or starting level.

Finns have traditionally been a literate people. However, school learning outcomes indicate that young people’s reading skills are declining and gaps are forming. The gap between good and poor readers is widening, and family backgrounds are having a greater impact on learning outcomes than ever before. Good reading skills are no longer a given, even in Finland.

Otava also noticed this trend – and took action. As a book publisher and expert in Finnish education, Otava wants to play its part in promoting literacy, as strong reading skills are also the foundation of a diverse democratic society. Which is why we created the Star Owl competition.

The Star Owl reading competition is aimed at primary schoolchildren. During the competition, primary school classes compete to see which grade can read the most pages. The winning classes will receive 1,000 euros.  

Smart devices, streaming services and other hobbies are all vying for our time and attention. This competition has hit on something that schools have been lacking – and maybe something that the students have also been wanting. Now that the law requires students to leave their mobiles in their bags or a phone caddy during lessons, there’s no longer any reason not to grab a book instead of a phone. 

The Star Owl competition inspires children to read and spend time with books. To ensure that reading is a positive experience, the children can choose reading material of any type or genre, such as a comic book or even a picture book with just a single word or sentence per page. 

A Lifelong Story

Over half a century, much has changed, but the joy of work, pride in one’s craft, and the importance of community have endured. Teuvo Heinäaho, Anne Virkkula, and Esa Laaksonen look back on their long careers at Otava and share what has kept them with the company for decades.

“My pants tore on my first day”

Teuvo Heinäaho, machine operator at Otava Printing Keuruu printing house, hasn’t been able to quit working – even though he could have retired years ago. He has enjoyed his job at the printing house for 50 years.

How did you originally end up at Otava Printing?

My father once helped build an employee sauna for Otava in Keuruu and wondered whether I might get a job there. He asked Eero Jukola, who was the local printing house manager at the time. I was invited to visit, and I started in the book warehouse packing books.

After completing my military service, I got a job as a forklift driver transporting paper sheets and finished books. As my tasks changed, I started to understand what exactly happens in a printing house. From carting paper around, I moved to operating the trimming machine used for cutting paper and book covers. Over time, production became quite standardized, and two full-time trimmers were no longer needed, so I also worked on cover production and foil stamping. That was interesting work, too.

Do you remember your first day at work?

I remember it well, on my first day, the seat of my pants tore open. I was sitting on a wooden chair packing books, and apparently the chair surface was rough because my trousers ripped. It made me laugh, and I remember thinking, what a tough job, my pants wore out on the first day!

What has kept you at your job for so long?

I’ve simply enjoyed the work, and the paycheck doesn’t hurt either. The work keeps my mind active, there’s always something to calculate, measure, and remember, which helps keep dementia at bay. I cut raw paper to different sizes for the printing machines, trim printed sheets for folding machines, and cut covers and endpapers. Time certainly flies. I can schedule my work myself.

What has been the most memorable moment in your career?

There are many, but one amusing incident happened when I had just started on the trimming machine. A group of vocational school students came for a tour. Their teacher said this job requires a great deal of skill. It made me smile—I’d only been doing it for a week, and it was going just fine.

What changes have you witnessed during your career?

Surprisingly few. The bindery equipment has worked mostly the same way, even though the machines have changed. The same foil-stamping machines from the 1950s or 60s are still in use. The biggest change has been digitalization in printing.

In the 1980s and 1990s, print runs were enormous, and we had pallets upon pallets of material to trim. You had to keep a fast pace, and your shirt was soaked by the end of the day. Nowadays there are more titles, but print runs are smaller, so there is more prep and setup work.

The bookstore became the foundation of my life

When Anne Virkkula started working at Pohjalainen Kirjakauppa (now part of Suomalainen Kirjakauppa) 50 years ago, she was the youngest at the store. Now, as the most senior employee, she wants to support younger colleagues the same way she was supported.

How did you originally join Suomalainen Kirjakauppa?

Friends working at Pohjalainen Kirjakauppa encouraged me to apply. They told me how nice the workplace was and how good the atmosphere was. The bookstore was Finland’s oldest private bookstore until Suomalainen Kirjakauppa bought it in 1999. The change didn’t really affect my work. The products and colleagues stayed the same. The bookstore became part of my identity, and I became known as “Anne from the bookstore.” I’ve been at the Oulu store the entire time, although the location has moved a few times.

Do you remember your first day?

My family had just moved, and the morning bus was late, so I arrived late—barely dared walk in. I was nervous, but they welcomed me warmly and started teaching me bookstore work.

At first, I worked at the switchboard and spent half the day in the warehouse pricing items and delivering goods between three floors. The phone rang constantly! I loved the job immediately—I fell in love with the community and the bookstore.

What has kept you at your job for so long?

The bookstore quickly became the cornerstone of my life. I was 16 when I started, and most of my colleagues were much older. They took me under their wing and became like a second family. Even though colleagues have changed over the years, the same good atmosphere has continued. Now I’m the oldest, and I want to support the younger ones.

My responsibilities have changed over the years, so I’ve never felt a need to switch workplaces. I worked for 13 years in visual merchandising, creating store window displays. And books have always been important to me. I learned to read before starting school.

Most memorable moment of your career?

Last spring, I was awarded “Bookseller of the Year,” which crowned my career. The award recognizes professional excellence in the book trade. I’m very proud of it.

My most visible work has been as a visual merchandiser. Our store once had seven display windows, all of which I decorated. All price tags were handwritten with felt-tip pens. The advertising manager taught me the basics of visual merchandising, and over the years I received several awards for my displays.

What changes have you witnessed during your career?

The “book industry” used to be a much broader concept we worked in the book industry, now simply in a bookstore. Even in the 1990s, the work involved close contact with publishers’ sales reps, author events, and professional knowledge competitions. The Libro association organized training and events for bookstore employees. I was active in the association and served as chair. Sadly, all of that has disappeared from our work.

The number one reason is the amazing colleagues and professionals I’ve worked with. We have a great, tight-knit team, and even though we’re all different, we get along well. It’s nice to work together.

The boss’s Savonian dialect gave me trouble

Over his 35-year long career, Esa Laaksonen has witnessed the digital transformation of working life from a front-row seat. Internal mail envelopes have been replaced with digital tools, but one thing hasn’t changed: a wonderful work community.

How did you originally join Otavamedia?

My sister worked as a journalist at Yhtyneet Kuvalehdet and tipped me off about an open job in the dispatch department. I had just finished my military service and needed money. I applied and got the job. The dispatch department handled all sorts of transport tasks, like picking up and delivering props for photo studios. We also set up trade fair stands.

When dispatch operations were outsourced, I went to study in the evenings at a business school while working as a floor attendant during the day. I did both for four years. There were many long and demanding days.

My current role evolved from the 1990s telemarketing department, where Markus Rouhiainen hired me. I’ve worked in marketing ever since. The time has flown by.

Do you remember your first day?

I was very nervous. My boss Reiska was from Northern Savo and spoke such a strong Savonian dialect that I had trouble understanding him, being from Helsinki myself. It always took me a moment to decipher what he said.

What has kept you at your job for so long?

The number one reason is the amazing colleagues and professionals I’ve worked with. We have a great, tight-knit team, and even though we’re all different, we get along well. It’s nice to work together. Many colleagues have gone to explore other options but ended up coming back.

Most memorable moment of your career?

After four years of working full days and studying evenings, getting my first proper office job in customer service felt incredible. My then-boss Erkki Elovainio had recruited me. I handled issues with subscription and corporate payments. Sometimes 10,000 Finnish mark payments showed up unexpectedly in company accounts, and I had to figure out why usually they were incorrect transfers.

What changes have you witnessed during your career?

There have been so many. Work used to be highly manual compared to today’s digital world. Internal mail was sent in envelopes delivered to mail slots three times a day, red envelopes for urgent matters, white for the rest.

Early computers were extremely basic. The IT department ran batch processes at night, and dot-matrix printers spit out kilometers of printouts. Work was also siloed, editorial, sales, and marketing operated separately. Now departments share common goals. And perhaps the strangest thing by today’s standards: people were allowed to smoke in offices. Every other room was filled with cigarette smoke.