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“We continued our shift from print to digital media, invested in the growth of our media and learning activities and improved the structure and quality of our organisation.” p. 8

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view 2012 - sanoma 3 Table of contentsland 2060

8. Year in review 34. Belgium I joined Sanoma 47 years ago. At the time, the CEO Harri-Pekka Kaukonen In Belgium, Sanoma launched company’s net sales were about €100 million describes how Sanoma in 2012 new tutoring services, grew its in today’s money. Back then, in 1966, the continued the shift from print to content marketing offering and company had just acquired its first computer digital, grew its media and accelerated its transition to for production, an IBM 1130. It had four learning activities and improved becoming a multichannel media kilobytes of memory. the structure and quality of the company. As a market leader in organisation. He is proud of what magazines, the company will It has been impressive to witness the Sanoma has achieved. continue to develop its strong development from hot metal typesetting to brands on a multiplatform basis. the internet. The present media landscape was beyond our imagination in 1966. At first, “For us, the future is 12. The digital the development was slower than expected, not a threat, but an transformation but then it exceeded all expectations, 38. Russia leading to features such as artificial immense opportunity” John Martin, Chief Strategy & In 2012, Sanoma Independent intelligence in editorial work. Digital Officer, talks about shifts Media celebrated its 20th in customer behaviour driven by anniversary. In challenging times However, what has been best is the technology and Sanoma’s the company launched an iPad opportunity to work with great colleagues, And what will people be doing in 2060? about the world around us. This means that strategy to serve the main version of National Geographic, partners and networks. I am deeply grateful Various physical services will still be Sanoma and other media companies will customer groups. “We want to ShopIcon.ru and won Russia’s for the friendship, inspiration, enjoyable required for the care of children, the sick and have global markets. Global content will be convert reach into revenues.” first-ever Pearl Award. moments and important advice that I have the elderly as well as in education, which will complemented by a broad range of local received over the past 47 years. change radically, but children will still go to content related to a specific area or culture. school because of the interaction and social These two dimensions will offer a great 14. To belong and The distant future aspects. Sanoma will have highly competent number of opportunities for media to thrive I have been in this business for a long time. It content experts who will instruct teachers in companies, provided that they have a strong  6. Get the world is always easy and often fun to look back; the use of new learning materials, methods infrastructure. By this, I mean that they will Chief HR Officer Jackie Cuthbert however, it is more interesting to picture the and systems. Rather than just deliver the need excellent programmes for collecting on the major steps taken towards 16. We are Sanoma world in 47 years, in 2060. Predicting the information to educate them, teachers will and analysing information and for analysing becoming a high-performance distant future is nice, because it’s difficult to coach and inspire children. customers. In addition, they will need organisation, including a focus challenge the predictions you make, and artificial intelligence computer systems to on performance, rewards, 40. Hungary chances are you will not be there to be held Telecommute edit content. nurturing talent, employee accountable when the time comes anyway. In the public sector, healthcare will be the engagement and creating a 42. Poland most significant employer, outsourced and User-generated content will play an best-in-class HR function. In my opinion, the most significant change partly automated. Administration will be important role in collecting information. The 44. Sweden will be that robots, computer programs and highly automated. collection and processing of user-generated communications will have freed most people content will be one of the main tasks of 24. Finland 45. Ukraine from work. The demand for recreational People will mainly telecommute, except for media companies in the future. It will also be Sanoma Finland reshaped and services, care, entertainment, games, those in the service professions. Computer a key opportunity. renewed many of its current 46. Other countries culture, learning, literature, news and programers, optimisers and system products and services and took information of all other types will be much integration specialists will be the most Immense opportunity important steps towards a true greater than it is today. significant professional groups. As a result of In 2060, there will be almost no national multimedia offering in Finland. 48. Board of Directors and ample free time, the entertainment and borders or language barriers. The market Teacher’s Online Services, for Executive Management Carbon dioxide emissions will be practically culture sector will grow in importance and will be global. We will have technology that example, became a platform for Group non-existent, and energy will be produced employ a considerable number of people. is impossible even to imagine today, and we new educational services that using renewable sources or nuclear power. The same applies to the gaming industry will be able to focus on customers in an combine print and digital. 50. Contact information Considerably less paper will be used in and all types of content production, from entirely new way. Learning will have offices or for printed products, and films to books. undergone a transformation, but renewable fibre will all but dominate the raw competition will be much tougher. 29. The Netherlands materials market for tissue and packaging. In 2060, everyone will have access to fast I firmly believe we will be highly successful, In 2012 Sanoma in the Internet services. Language barriers will because we have a strong and varied Netherlands took steps towards New learning methods disappear, because computers will be able foundation. We must have the courage to becoming a multimedia centre of Recycling will be highly advanced, and to translate everything. Moreover, it is likely build on that foundation. For us, the future is excellence. It aims to use its scale everything possible will be reused, that microchips will be implanted in people not a threat, but an immense opportunity. and broad range of media to offer particularly because 3D printing will have to enable better health monitoring and consumers and advertisers new made it possible to produce things communication. User interfaces will be possibilities. The acquisition of according to need. Global warming will have thought controlled. Winning is fun, losing sucks! test agency Bureau ICE and new changed the climate in many countries. In launches strengthened our Central and Northern Europe, the changes In 2060, reality will be augmented with Jaakko Rauramo learning offering. will mainly be favourable. holograms and omnipresent information Chairman

4 sanoma - view 2012 view 2012 - sanoma 5 Get the world Finland Hungary Russia

3,828 636 774 Employees Employees Ukraine Employees (FTE) (FTE) (FTE) 870 27 100 80 Sweden Net sales, Magazines Employees Net sales, EUR million 2 (FTE) EUR million 85 49 TV channels 10 22 Employees Magazines 68 Magazines Magazines (FTE) 10 Apps 5 6 1 Newspapers 36 Websites Newspapers The Learning 8 Websites 30 Netherlands company TV channels 1 Websites 6 Learning 9 2,840 Radio company Apps Employees channels (FTE) 90 897 Apps and Net sales, mobile sites EUR million 80 80 Websites Magazines 1 3 Learning TV channels company 70 Apps 120 Websites 5 Events Belgium 1 Learning 711 company Employees Romania (FTE) 261 119 Net sales, Employees EUR million (FTE) 48 20 Magazines Magazines 15 13 Websites Websites 15 Apps 2 TV channels 1 Radio channel 1 Learning company Czech Bulgaria Republic 161 122 Croatia Employees Employees (FTE) Poland (FTE) 46 12 11 Employees Magazines 906 Magazines (FTE) Serbia 5 Employees 11 35 Websites (FTE) Websites Magazines 48 83 6 Employees Net sales, Websites (FTE) EUR million 12 2 Magazines Learning 10 companies Websites 9 Digital TV channels

6 sanoma - view 2012 view 2012 - sanoma 7 Harri-Pekka Kaukonen CEO Year in review 2012: Creative and courageous in the face of adversity

Two years ago, Sanoma embarked on a Our work in media reflected this transition. transformational journey to become a new We divested titles that were underperform- kind of media company. We had noticed how ing, but continued to invest in those that did the landscape had begun to change and we well. We also accelerated the transformation knew that our successful approach of the of traditional print activities into cross-me- past would not sustain us in the future. We dia offerings that add value to consumers felt a deep need to change what we do, how and advertisers alike. we do it and the kind of organisation we are. In 2011, we took our first steps and laid the Most notably, we grew our digital assets and foundations for a new era. services, launching new concepts and finding better ways to monetise online and In 2012, we saw the first tangible results of mobile traffic. We now reach pretty much the our hard work and creativity. In spite of the entire populations of Finland and the challenging environment, we continued our Netherlands through some of the countries’ “We accelerated the shift from print to digital and new media, leading sites, print brands and TV channels. transformation of invested in the growth of our media and In Finland, for example, our flagship learning activities and improved the Helsingin Sanomat introduced a tabloid traditional print structure and quality of our organisation. format, set up a paywall and merged its activities into cross- Our staff have shown courage and newsroom with that of Nelonen TV. As a determination in the face of adversity and result of similar efforts, cooperation and a media offerings” I am proud of what we have achieved. cross-media approach is now an integral part of Sanoma’s culture, which has become Creating cross-media offerings a fruitful ground for innovative and Last year’s economic environment remained successful ideas. tough, particularly in the Netherlands and Finland. Consumer confidence declined, as In TV, our results were mixed. The acquisition did single-copy sales and overall circulation. of SBS Broadcasting in the Netherlands has The Finnish government’s decision to so far not lived up to its expectations, in part increase VAT on printed magazines and because of a declining TV advertising newspapers accelerated the decline of print market. In Finland, Nelonen had a strong circulations. Weak economic development year, and we managed to acquire the led to weaker-than-expected ad sales in the broadcast rights to the main ice hockey second half of the year. Advertisers critically league, around which we plan to create new re-examined their budgets, thereby further offerings with our media assets. In Belgium, accelerating the industry’s shift from print to we were able to improve our TV performance digital. under tough conditions.

8 sanoma - view 2012 view 2012 - sanoma 9 “In 2012 we demonstrated Net sales and that our network, knowledge and creativity are a rich operating profit source of successful ideas” Learning, meanwhile, will continue its strong Net sales momentum in 2013, increasing its The Netherlands: 38% competiveness and launching new EUR million Finland: 37% e-learning solutions. We will seek Belgium: 11% opportunities to invest in growth areas like Other EU countries 11% tutoring, where we can use our existing Non-EU countries 4% market position in both media and learning to create compelling new content. And in TV, we will focus on building our online TV presence, launching video-on-demand services and improving the performance of Media: 1,487 SBS Broadcasting in the Netherlands. News: 423 Learning: 312 We will also continue to transform the organisation. In March, we introduced a new corporate identity and vision story. This will reflect our newly found purpose, emphasise accountability and responsibility and increase clarity around the behaviour we expect from our people – the Sanoma Way. Sanoma’s net sales We will support this with a further roll out of performance management, as well a EUR. 60 by geographic area, million (gross) cost-cutting programme that runs from 2013 to 2015. In addition, we will EUR million continue to integrate functions and build Total: 2,376 capabilities in areas like consumer data and analytics, in order to offer new solutions to advertisers and consumers. We will work to standardise systems and create a Group- wide blueprint for digital operations.

A strong year for learning 2013: performance in Results In learning, we achieved a record year in perseverance Our overall aim for 2013 is that our Net sales by segment, terms of market share gain and economic These and other developments have transformation must deliver more tangible performance. The overall environment galvanised the organisation. In 2012 we results. We want more ideas to come to EUR million* remained stable, as governments continue demonstrated that our network, knowledge fruition, we want to build scale and Total: 2,376 to see education as a strategic sector. We and creativity are a rich source of successful momentum and see, by the end of the year, a *Including other companies and accelerated the digital transition by ideas, and for 2013 our goal is to perform clear measurable impact of our efforts on our eliminations: 154 EUR million introducing new e-learning concepts and better for our customers: consumers, financial performance. Specifically, we want solutions in all markets. These reflect our advertisers, pupils and teachers. This won’t the savings programme to be visible in our deep understanding of customer needs and be easy, as we expect the economic print business and see the results of our our close cooperation across all countries. environment to be as tough as it was in 2012. investments in our digital and new media activities. Change from within Print will continue to be under pressure, and Media: 151 In 2012, we mirrored the transformation in as volumes decline we will work to keep our This is an exciting time for Sanoma. Decades Learning: 60 our industry with far-reaching changes in portfolio focused. Accordingly, we will of experience have given us an intimate News: 32 our own organisation. We worked hard to cut continue to streamline our portfolio and understanding of our customers. We have costs, increase efficiency, and improve our won’t hesitate to discontinue marginal, achieved tremendous reach. We know how balance sheet. As part of this we had to let go loss-making operations. Our goal here is to to serve individuals and communities, with Operating profit of a number of staff, which was a regrettable ensure cash flow in our core print business any kind of content, and with different media. excl. non-recurring but necessary step to ensure the health of and invest in the growth of our leading titles our organisation. and brands. Our underlying belief is that Now, it is time to move beyond what we Operating profit items, EUR million print still offers room for innovation. We want already have. By the end of 2013 we will be excl. non-recurring At the same time we increased cooperation to build on our existing titles and create new midway along our five-year journey to across business units and countries and business models around content and become a new media and learning company. items by segment, introduced new approaches to innovation, communities, across all media platforms. We are building on our strengths and have EUR million* such as the Mobile Accelerator Programme the courage to leave behind the parts that no * Including other companies (see p. 12/13). We also introduced a new This ties into a key part of our transformation, longer serve our purpose. It is a privilege to and eliminations: -11 EUR million pay-for-performance process, which which is to move from products and brands to touch the lives of so many people and encourages managers and staff to customers. Instead of approaching our communities around Europe and I look systematically set targets, evaluate business from the linear perspective of a forward to contributing to that with each and performance and identify opportunities for product or brand, we will take a more holistic, every one of you. development. A group-wide employee customer-focused view to offering a broad engagement survey was launched to keep range of services, products and channels. 2012 2011 2012 2011 our finger on the pulse and identify areas of Our aim is to meet their needs, values and Harri-Pekka Kaukonen improvement in our way of working. interests, when, where and however they want. CEO 2,376 2,378 232 224

10 sanoma - view 2012 view 2012 - sanoma 11 John Martin Chief Strategy & Digital Officer

Print-digital offerings have also been introduced for magazine subscriptions in Belgium and Finland, and will be further rolled out in these countries and the Netherlands in 2013. “We are optimistic that The digital this will make our content more attractive to consumers.”

Advertisers Sanoma is working more closely with advertisers to provide the solutions they transformation need, for example through the unique cross-media offering of TV, online, print packages targeted at Dutch men, women or John Martin, Chief Strategy & Digital Officer, families. “Also, we achieved organic growth in excess of 15 per cent at our Dutch talks about how technology changes comparison business, a clear demonstration of our ability to generate sales leads for customer behaviour and how Sanoma’s advertisers. And we realised very strong growth of more than 30 per cent from our strategy serves the company’s main automated trading and real-time bidding activities. Further growth of all of these customer groups. activities is expected in 2013.” Learning “Print-digital By using digital content coupled with assessment and reporting tools, the process offerings will make of learning is becoming more personalised and a number of activities, such as homework, are becoming increasingly our content more automated. This not only shifts the attention of pupils to areas where their development attractive” need is highest, it also enables teachers to support those development needs.

“Usage of digital content and tools has exceeded our expectations. For example, more than 12 million exercises were carried out through Bingel, the market-leading homework engine in Belgium. The digital Sanoma’s digital strategy rests on three reaching deeper into the learning and learning methods of Malmberg in the Dutch to almost 6.4 billion. This amounts to two in-house talent and bringing new “mobile pillars. First, connecting consumers with teaching workflows.” He adds that in 2012, vocational sector, meanwhile, grew by 15 per thirds of total page views, up from one third first” business lines to our portfolio. “We content and brands, anywhere and anytime. digital consumer media and e-learning cent.” Smart use of digital services has also in 2011. recruited 150 colleagues from across “We plan to Second, providing powerful marketing revenues grew close to 5% and more than contributed to the spectacular growth of our Sanoma, taught them Lean Development further extend opportunities to advertisers through reach 12% respectively. Polish learning business. Overall, e-learning Mobile revenues showed similar growth, methods and built prototypes of promising and consumer insight. And finally, grew more than 12% in 2012. Martin says with mobile and tablet advertising sales in concepts for testing in the market.” In 2013, our investments developing personalised digital learning Consumers there are further ambitions in e-learning, Finland and the Netherlands growing by 15 people from media and learning will join in consumer and teaching solutions to help improve the A lot of success was achieved by tapping into such as the introduction of a blended about 270 and 250 per cent respectively. four internal venture teams to bring some of life-chances of pupils and to support new ways of consuming media last year. For tutoring concept. “We plan to further extend Mobile learning also grew well, with sales the winning concepts in e-learning and e-learning” teachers realise that objective. example, the online video platform Ruutu.fi our investments and position in consumer exceeding €1 million for the first time. e-commerce to market. reached an all-time high of 12 million starts e-learning in the coming years.” “Monetisation of mobile and tablet offerings “We want to convert reach into revenues,” in November and accounted for more than is one of our priorities and we expect to grow SanomaVentures was also launched in 2012 says Martin. “For consumers, the aim is to 50 per cent all Finnish video starts in 2012. Rapid growth of mobile strongly over the coming years.” and looks outside the organisation for talent generate new revenues from new ways of Moreover, Helsingin Sanomat’s new paywall One clear theme across business in 2012 and new business. “We invest cash and consuming media. For advertisers we are contributed to a further growth in digital and was the explosive growth of mobile usage. At Innovation and venturing media into promising ventures in return for a generating new revenues from our reach to combined digital-print sales, with more than NU.nl, the leading news site in the The Mobile Accelerator Programme was stake in the company. In 2012 we made five and insight of consumers. And for learning one third of subscribers paying for digital Netherlands, the number of mobile page- launched in 2012. The first round focused on investments and we expect to increase this we are building new revenue streams by subscriptions by the end of the year. views more than doubled compared to 2011, mobile, with the purpose of developing number in 2013.”

12 sanoma - view 2012 view 2012 - sanoma 13 Jackie Cuthbert Chief HR & Communications Officer

the right direction and that the working environment in each person’s department is given enough attention.

“In 2013 we will launch both Group-wide and country-specific plans to increase To belong engagement. We are also tying part of the bonus for our top management to tangible improvements to employee engagement. This means engagement shows how our culture transformation is progressing and and to thrive allows us to achieve specific results.” Compelling vision, common values Sanoma’s 2012 achievements were supported by far-reaching Sanoma has been focused on achieving its changes to the company’s culture, the way performance will be strategic goals since 2011 and the next step is to win the hearts and minds of employees. managed and rewarded and the attention to nurturing talent. “In 2012, we worked on a new vision and According to Jackie Cuthbert, Chief HR & Communications storyline for the organisation, which was Officer, these concerted efforts mark a major step towards rolled out in March 2013. This will include a set of four new organisational values called becoming a high-performance organisation. the Sanoma Way, which are looking ahead, sharing views, engaging people and making it happen.”

To bring these values to life, Sanoma will launch a series of workshops for local “One of the cornerstones of 2012 was to themselves. Cuthbert: “Our goal is to enable management teams and look to our local create clarity around how each employee individual employees to have the ambassador clubs. These clubs, of which the can contribute to Sanoma’s goals. To this professional and leadership skills needed to first five were established in 2012, will create “In 2013, our end, we introduced a new Group-wide contribute to our strategy. In 2013, our a viral movement of employees that initiate performance management framework for emphasis will be on strengthening our change from the bottom up. Sanoma will emphasis will be on the top management as a way to learning culture.” further support this process by introducing “In 2012, we worked strengthening our systematically set targets, evaluate Sanoma TV, our company app that allows performance and identify opportunities for This is why in 2012 Sanoma worked on a staff to create their own news. learning culture” development,” Cuthbert says. learning portal in partnership with IMD on a new vision and Business School and Erasmus University. “During 2012, we also worked on a new Performance Management was initially When Sanoma rolls this out in 2013, the top corporate visual identity. This reflects the rolled out to the Executive Management 1,000 will avail of a curriculum that teaches modern, dynamic media and learning storyline for the Team in 2011, giving each leader a clear them to manage change, transformation company we want to be and our desire to roadmap for realising the company’s and performance in an authentic way. inspire and engage all stakeholders. Our organisation” strategy. “This was linked to our must-win- new visual identity will be launched battles. Our plan is ambitious, in that all In 2012, Sanoma also introduced a alongside our new vision and Sanoma Way employees will transition to the new system development dialogue for its top- in 2013,” Cuthbert adds. in the coming two years.” management, which will provide the Responsibly looking ahead – foundation for a Group-wide succession plan HR excellence the Sanoma Way In addition, Sanoma introduced a new for the company’s top 100 leadership Cuthbert also says that Sanoma is keen to Corporate responsibility is an integral part of reward philosophy, which acknowledges positions in 2013. ensure it has the right capabilities to achieve the business and culture of Sanoma. As one people who deliver results and manages its goals, including mobile, consumer data/ of Europe’s main media and learning those who underperform. It includes a Increasing engagement analytics and consultative sales. “In 2013 we companies, we contribute to the Performance Share Plan, an incentive As the company transitions to a high- will work on identifying the capabilities we Ambassadors lead the way Finnish journalists become development of local communities and scheme for executives and key managers. performance organisation that supports the already have, the ones we still need and In 2012, Sanoma established five multimedia savvy economies. Through our products and This encourages them to focus on the long- company’s strategy, Sanoma will also keep a ways in which we can close that gap. Our ambassador clubs in order to encourage Media is a Sanoma training programme that services, we encourage public discussion, term, increase shareholder value and to finger on the company’s pulse. That is why in intention is to nurture our own people, transformation from the ground up. The shows Finnish journalists how to make use of promote freedom of speech and support commit to Sanoma. 2012 it launched the first-ever Group-wide acquire capabilities and create a stronger clubs brought together groups of motivated the media industry’s multichannel good causes. We also ensure that the next The scheme is tied to two quantifiable employee engagement survey. Within two employer brand using social media.” employees who embrace change and transformation. Over the course of eight generation is given the best possible results, namely Sanoma’s shift from print to weeks, three-quarters of all employees had motivate others to follow suit. Their months, journalists spend six weeks in five education. new media and Earnings per Share. “This completed the survey, indicating that staff All of this will require Sanoma’s HR function approach differs per country, but their different editorial offices – the ultimate job Corporate responsibility also entails having strengthens the link between Sanoma’s value this initiative. to deliver a more professional and efficient purpose is the same: to break down internal rotation. During this time, they live and breath sustainable practices in our business, for long-term performance and a culture in service. “For 2013, HR will focus on barriers - between departments, disciplines media other than their own, and get media example in areas like paper procurement which we constantly look ahead.” The results show that employees find their streamlining processes to more efficiently and management layers – in order to training by our own experts. Finnish and sustainable printing. We also give our work challenging and interesting. They feel serve employees and managers. For 2014, stimulate innovation and turn Sanoma into a journalism is becoming more media savvy as own employees the right knowledge and Learning organisation their manager is interested in their ideas and we plan on introducing a global, unified HR IT true multimedia company. The clubs a result and in 2014 the third programme will skills to act in a responsible way. As a result, By creating a clear link between initiatives and they feel committed to the system and country-based HR service organised activities such as mini-job take place. This is valuable for the country and corporate responsibility is done the Sanoma performance and reward, Sanoma also laid company. To improve engagement, they also centres. The Finnish HR centre was up and rotations, CEO lunches, flash mobs, summer for Sanoma, which needs highly motivated Way: curiously looking ahead and acting the groundwork for becoming a learning need to feel that the future of the company running in April 2012, and the Dutch centre is plays and joint activities for media and and passionate journalists who are able to responsibly with society in mind. organisation in which people develop looks bright, that Sanoma is developing in set to follow,” Cuthbert concludes. learning employees. operate in a multichannel media environment.

14 sanoma - view 2012 view 2012 - sanoma 15 Lieven Bossuyt Publisher VAN IN Anu Nissinen Belgium CEO Sanoma Media Finland Finland “Doing things “In 2012 we have the Sanoma taken big steps in meeting customer Way is doing expectations in a We are things with new way” Sanoma passion”

Lena Bjessmo In 2012, Sanoma worked on a Janneke Giellise Editor Sanoma Utbildning Business Developer Sweden vision and storyline, which The Netherlands “Sanoma includes a set of four new “The future is something we Way involves organisational values called the are making collaboration Sanoma Way: looking ahead, together” and sharing views, engaging people creativity” and making it happen.

Pekka Soini Clo Willaerts Harri-Pekka Kaukonen CEO Sanoma News Business Unit Manager CEO Finland Conversity Belgium “The Sanoma “This year we took Way is an exciting “We are very important and formulation creative, strategic future of what Sanoma in every steps” is all about” sense of the word”

16 sanoma - view 2012 view 2012 - sanoma 17 Ewout Vis Manager consumer and Mikael Pentikäinen Leonard Bukenya marketing intelligence Editor-in-Chief Business Unit Manager Online Women The Netherlands Finland The Netherlands “We have “We are “We live and transforming enormous our brands in breathe our line with the drive to new digital products and improve” world” brands”

Magdalena Wójtowicz Chris van Gils E-learning Manager YDP Director Content Marketing Poland Belgium “We are strong in “We can storytelling and create a creativity” world of modern education”

Heike Rosener John Martin CEO Sanoma Media Russia Chief Strategy & & CEE Digital Officer Russia & CEE “We reach more “We have people than ever through new media” made the change to a One Sanoma approach”

18 sanoma - view 2012 view 2012 - sanoma 19 Johanna Sabján Dick Molman Magdalena Walczak Editor-in-Chief CEO Sanoma Media Netherlands Managing Director Nowa Era Hungary Netherlands Poland “We want to “We have made “We will serious steps be part of forward in our preserve local transformation readers’ process” characteristics” everyday lives”

Aimé van Hecke Anu Vänskä CEO Sanoma Media Belgium Marketing Director Sanoma Pro Belgium Finland Mobile Accelerator: “We find the “Involve me and I will answers to learn” challenging questions together”

20 sanoma - view 2012 view 2012 - sanoma 21 Kim Ignatius Jackie Cuthbert Sami Tenkanen Chief Financial Officer Liina Putkonen Chief HR & Content Director Project Manager SMF Communications Officer Finland “2012 was a Finland “Our compelling “We always year of great “We offer content in ‘Vision Story’ will win focus on our every form, to meet the hearts of our customers” team spirit” all consumer needs” employees”

Tanya Melnik Jacques Eijkens Editor Cosmopolitan CEO Sanoma Learning Ukraine “We’ve made “We enrich, important steps in our personalised entertain and learning solutions” educate our audience” Péter Racskó Harriet Calo ICT Director Fashion & Beauty Director Hungary The Netherlands “We are a “We cherish our quality and stakeholder in creativity” innovation”

Alena Shagina Timo Rinne Ludmila Gurey E-commerce director Director Online Services Commercial Director Russia Finland Russia “The Sanoma Way is “Content “It is great all about innovation, to share passion and drive” will remain experiences with other king” countries”

22 sanoma - view 2012 view 2012 - sanoma 23 Finland Finland

news Helsingin Sanomat Ready for the future 49 10 To meet the needs of readers in a rapidly evolving Magazines Newspapers digital age, Helsingin Sanomat, the largest daily newspaper in Scandinavia, changed its format, introduced a paywall and merged its editorial rooms with colleagues from other media. Important steps in 2012

In Finland, we made a signif- 8 6 icant contribution to TV channels Radio channels Sanoma’s overall transfor- mation into a customer- focused media group. We renewed many of our prod- ucts and services and took Mikael important steps towards true multimedia services, Pentikäinen which involved interesting Senior Editor-in-Chief cooperation initiatives and Helsingin Sanomat, organisational changes. Finland We also leveraged the Helsingin Sanomat Senior Editor-in- subscribers choose the premium social buzz we could create Chief Mikael Pentikäinen calls it “a option, which gives unlimited access “The paper´s 80 around events using all our historic renewal programme”. to digital content and gets them the 90 assets, across all age Founded in 1889 and now reaching printed tabloid. We have over Apps and Websites role today mobile sites groups and the whole 900,000 readers seven days a week, 170,000 prenium subscribers and is to analyse nation. Helsingin Sanomat became a tab- the number is growing.” The country’s economic loid newspaper in January 2013. The the news, situation had a negative midweek edition is now thinner while Paper meets other media impact on the advertising the revamped weekend editions Helsingin Sanomat also merged its summarise market. Global players have expanded with specially editorial department with those of it and look gained their share of the themed supplements, containing Nyt supplement, Kuukausiliite, growth in online advertis- more featured articles and recre- Channel Four News, Radio Helsinki, forward” ing, forcing traditional ational content. HS.fi and Metro and Mesta free media to sharpen their sheets. This merger has now created selling arguments. We Paywall a unified newsroom that brings continue to believe that Another change is that breaking together print, magazines, online, TV strong brands, the right news is primarily broadcast online and radio in a single office. content and the relevant instead of in print. “The paper’s role context create the best today is to analyse the news, sum- Their combined reach is approxi- experiences. In 2013 we will marise it and look forward,” explains mately two million Finns every week. continue to find new ways of Pentikäinen. Current news can be But one thing that will not change, working and improving our found online and some of the content insists Pentikäinen, is the quality of efficiency. We will strength- has been put behind a paywall. the journalism. “We will continue en our offering both for Helsingin Sanomat can now be read to provide outstanding journalism, consumers and advertisers, on a computer, smartphone and regardless of how and where you leveraging our unique tablet and Pentikäinen is pleased read the paper and consume 1 content and reach. with the way it’s going. “Most of our its news.” Learning company:

Sanoma Pro, with Sanoma since 1999, Net sales, 211 employees 600,000 1,032,387 the number of subscribers to the number of subscribers to Sanoma EUR million, Sanoma News’ newspapers Magazines Finland magazines Finland: 870

24 sanoma - view 2012 view 2012 - sanoma 25 Finland Finland

media Television is becoming social Multichannel success for Nelonen Media The Voice of Finland, Junior Master Chef, Best Singer and Kitchen Nightmare: all shining examples of how a multichannel media news approach can turn TV shows into lucrative brands. From leading Oikotie.fi magazine publisher now #1 to true multimedia Finnish real estate agents house joined forces to compete in the cut-throat online Sanoma Magazines Finland is property market – and transforming its organisation poach real estate listings media from Oikotie.fi. Oikotie, and portfolio to meet however, managed to consumers’ and advertisers’ persuade many of them to Car return thanks to cross- demand for content and media campaigns. It also solutions – anywhere, any time. pooling grew the jobsite section of its portal and strengthened Rapid changes to the way people consume Automotive editors from its position as the number media made 2012 a challenging year for Sanoma Magazines’ Auto one destination for online Sanoma Magazines Finland. The media Bild Suomi and tabloid classified job ads by industry was also affected by a VAT hike on newspaper Ilta-Sanomat working together with the print subscriptions from zero to nine per cent. from Sanoma News united Ilta-Sanomat tabloid. Vain Elämää (Best Singer) was one of the lively following on Facebook and Twitter. why the Home Coach app was developed for Still, Managing Director Clarisse Berggårdh into a single car desk. news biggest hits on Finnish TV last year. It put Nelonen’s radio Channel Radio Aalto started The Voice of Finland, allowing viewers to is full of enthusiasm. “We have taken major Pooling resources is more seven Finnish singers together for a week in broadcasting a “day after” radio show and follow the show on their tablets or mobiles, steps in our digital transformation. The cost-effective and has order to perform versions of each other’s hit newspaper Ilta-Sanomat occasionally judge the participants and guess the winner. platform on which we publish content will allowed both brands to Mobile media songs. Each episode can also be watched features articles on the show and its The second screen is creating a lot of noise become increasingly irrelevant because learn from each other, invest online, either fully or as clips. Each full participants. on social media. “And social media is where readers expect content to be available more in in-depth journalism, Radio market episode attracted between 70,000 and people decide what happens,” says Werner- always and everywhere.” increase visibility and offer news 140,000 viewers on Nelonen Media’s online Ratings were up 10 per cent on 2011. Autio. new options for advertisers. leader catch-up TV service Ruutu. “We have started to use the full range of In 2012, Sanoma Magazines Finland lay the works Sanoma’s channels and it is definitely Increased market share foundations for succeeding in a multichannel Nelonen Media was already Capturing a nation working for us,” says Kristiina Werner-Autio, It’s certainly been an exciting year for Ruutu world. Some titles were discontinued, many ilta-Sanomat cemented its a strong radio player with The show’s episodes and clips were watched Senior Vice President TV at Nelonen Media. and Nelonen Media. “We’ve created a good were revamped and three new ones were position as mobile market its channels Radio Aalto and over six million times on Ruutu. Impressive, “We maintain interest for the shows framework for operating around our full- launched. The organisation was rebuilt leader in 2012. Ever since Radio Rock, and with the given that Finland has a population of 5.4 throughout the season. Ruutu has our media-formats,” enthuses Werner-Autio. around the company’s main target the new website launched acquisition of Metroradio million! The show attracted 41,000 Facebook absolute focus, it has become an Moreover, Ruutu achieved a record market audiences and internal cooperation and its mobile version for iOS, Finland’s three channels it likes, its homepage got 98,000 hits a week independent channel within our family, with share of 36 per cent. “We’re getting very digital capabilities were strengthened. Android and Windows, became the country’s and 1,062,000 Finns watched the weekend high growth potential.” close to our biggest competitors; a fantastic mobile visits have nearly market leader in marathon on the TV channel Liv. result!” In line with the Group’s focus on efficiency, doubled in a year, with a commercial radio. With Second screen some 70 staff were made redundant. peak of 686,000 last Metro FM, Radio Suomi Pop Multi-channel approach Viewers want absolute freedom to use “We made changes and developed our autumn. Before summer and Groove FM, it reaches Another huge hit was The Voice of Finland, a content when and where it suits them, adds operations at every level. Consumers will 2013, Ilta-Sanomat expects nearly two million listeners talent show watched by an average of nearly Werner-Autio. “But they also want to interact decide what they want and we will offer them to have a million mobile a week, or one third of the 700,000 viewers per episode. It also has a with their friends during the live show.” This is more choice”, concludes Berggårdh. users. market.

Vain Elämää attracted An average of Nelonen Media 6 million nearly 700,000 No. 1 Nelonen Media attracts 2 million the number of times episodes and clips viewers per episode watched 41,000 is Finland’s market leader in 2x Mobile visits of Vain Elämää were watched The Voice of Finland Facebook friends commercial radio listening listeners a week of Ilta-Sanomat have doubled

26 sanoma - view 2012 view 2012 - sanoma 27 Finland Netherlandsland learning Sanoma Pro 80 3 Teachers’ Online Service Magazines TV channels Sanoma Pro’s Teachers’ Online Service, which was launched in 2011, exceeded expectations in 2012. It was widely adopted by teachers, showed good financial results and has become a platform from which new educational services can be launched. A good example of Sanoma’s digital transition. 70 Apps

Teachers’ Online Service enables teachers to new, future-proof growth platforms and “The results have exceeded our expectations 120 Websites dedicate more time and attention to their business models.” in many areas,” says Luoto. “The service was students. This innovative web service in- adapted much faster and its financial results cludes lesson plans, presentation materials, Teachers’ Online Service provides are excellent. Teachers clearly find the tests and exercises for students. It also offers curriculum-based educational material with service extremely useful and registered en time-saving tools such as communication an easy-to-use toolkit. This ensures that masse. At some points, we even experienced services and a file sharing functionality. teachers and schools adapt the service as capacity issues, which was a pleasant Teachers can also store content, both their quickly as possible. “Because Teachers’ problem to have, and to solve.” own and purchased from third parties, online. Online Service integrates so easily with existing classroom work practices, there is The service’s smooth, automated workflow hardly a barrier between the digital world saves time and energy, which teachers never and the domain of teachers and school Sanoma Pro seem to have enough of. Teachers deal with administration.” It also provides Sanoma Pro students with different learning abilities, with a platform to promote new educational 5 in 2012 Events information overflow, new technologies and material and other digital offerings. students demanding digital tools in school. • Innovative web service Revenue from licenses includes lesson plans, Future-proof Teachers’ Online Service is an important tests and exercises The service, however, not only meets the step towards a fully digital school • Automated workflow needs of teachers, it also allows Sanoma Pro environment as it supports the move from saves time and energy to offset the decline in print sales. “Our educational publishing products to services. • Easy-to-use educational traditional market is not growing,” says With an annual license, teachers are ensured toolkit Pekka Luoto, Sales Director Sanoma Pro, the latest content and functionalities to help • Fast adaptation of Learning Solutions. “We needed to create them in their daily work. multimedia tools 1 Learning company:

Malmberg, Sanoma Pro Teachers’ Online Service has over with Sanoma since 2004, More than 75% of all 95% 321 employees primary and secondary school teachers of Finnish schools are using 35,000 users use Teachers’ Online Service Sanoma Pro’s digital services

28 sanoma - view 2012 view 2012 - sanoma 29 MOBILE MONITOR 2012 THE DUTCH MARKET

LAUNCHES 2012

AutoWeek 15 video De tuin van Nijntje Fashionchick HD Libelle Apps 50% NuSport Myhome shopping WTF Nijntje vliegt StyleToday HD Formule 1 HD Nijntje op school Vtwonen magologue 2012 Nijntje in de sneeuw Words 9 Palabras

30% NU.nl Fashionchick WTF Nijntjes tuin Myhome shopping Know How StartApp Baby Namen 6 Golf.nl Caddie

20% Kieskeurig WTF Zwanger.nl What to wear AutoWeek Video Formule 1 HD

GROWTH AND DEVICE ORIGIN PAGEVIEWS 2012 pageviews per month

WINDOWS IPHONE APP ANDROID APP IPAD APP MOBILE WEBSITE NOKIA OVI APP BLACKBERRY APP PHONE 7 APP

DECEMBER 2012

pageviews x 1.000.000 242 237 53 57 40% 40% 9% 10% 100%

0% 2 1% 4.8 Netherlands Netherlands 1% 3.3 -4% +5% -1%

DECEMBER 2011

44% 35% 10% 10% 100% 141 110 31 33 1% 2 0% 1 0% 0,3

-10% +24% +1% -16% media DECEMBER 2010

Building a 54% 11% 9% 26% 100% 88 17 14 43 The growth0% 0 0% 0 stronger media of mobile0% 0

BIGGER ON MOBILE % of total pageviews

company media 16% 16% 35% 36% In a continuously changing media industry 39% you have to constantly improve your game to stay Advertisements WEB 100% 84% 84% 65% ahead. And that’s exactly what Sanoma in the auctioned in MOBILE 64% 61% Netherlands did in 2012. milliseconds NU.nl Hockey.nl WTF.nl Grazia Styletoday Sanoma took steps towards Second, there is the digitalisation of ADAPT is an automated delivery system with media becoming a multimedia centre of the product portfolio, an area in which non-guaranteed advertising space on excellence, which CEO Dick Molman which some successes have already Sanoma Netherlands’ websites is auctioned From space to defines as the combination of many been booked. “Nowadays, a media within milliseconds of a visitor arriving on the types of media and the power of company must have a strong digital site. Based on the visitor’s recent web solutions scale. “And, of course, being the only component. Currently, the company behaviour, the advertisements can be ANDROID VS APPLE total amount of apps per user & active users company able to combine so many is completing the integration of its tailored specifically to his or her interests According to CCO Marc MORE APPS forms of media for consumers and operations. Our print and digital and requirements. Stubbé, a clear shift in its PER USER Dick advertisers.” media sales organisations were fully media revenue sources and integrated in 2012.” “Thanks to the advanced technology on advertisers’ needs has

Molman 44 27% Offering several media platforms Stronger which the system is based, coupled with a necessitated the structural CEO Sanoma Media was a strategic choice taken by Ongoing transformation high-quality network that reaches many and cultural realignment of AVERAGE AMOUNT OF APPS % OF ACTIVE USERS Netherlands Sanoma several years ago, to make Several developments in 2012 together different target groups, we are a European its sales operation. For DOWNLOADED BY A SINGLE USER it stronger and give advertisers illustrate the company’s ongoing leader in automated trading,” says Martijn magazines, advertisers “The media optimum reach. Acquiring TV transformation, and these include Several synergies between Eindhoven, Manager ADAPT & Trading. account for approximately broadcaster SBS was an important SanomaVentures and E-commerce. SBS Broadcasting and 20 per cent of total revenue. MORE industry is one part of that strategy. “Advertisers “SanomaVentures,” says Molman, Sanoma have already been Looking at the combined 30 44% ACTIVE USERS in which you increasingly want complete “is an innovative way of achieved. The most revenue of print and digital solutions. So the more platforms you approaching research and important one is cross- media this percentage increases to always have to can offer them, the more likely their development that is giving us promotion, in which 30. With its expansion to TV, A combination of strengths underscores Sanoma’s powerful adapt” campaigns will be successful. We valuable market insight and Sanoma promotes SBS Kick-starting talent where, like digital, B2B mobile presence, CHARTSsays COO 2012 Digital Media Michiel Buitelaar. now offer them packages based on commercial opportunities. products in magazines and income is almost 100 per “We have years of TOPprint 10 TOTAL insight VISITORS into (APPLE our + ANDROID) target audiences result.” E-commerce meanwhile, shows that websites and vice versa. and growth cent, the advertising share and themes, as well1 asNU.nl extensive expertise in online, web, and Sanoma is moving with the times. Sanoma was a market now becomes almost half. services. This was at2 NUsportthe heart of our thrust into mobile, some Centre of media excellence We are still serving the same target leader in digital operations SanomaVentures is a perfect illustration of three years ago.” 3 AutoWeek Sanoma is evolving into a centre groups, but we’re doing what we do when it acquired SBS and the company’s ongoing transition. According “In line with their increasing 4 Kieskeurig.nl 5 Hockey.nl of excellence in two ways. First, best to understand, identify and the subsequent fusion of to Herman Kienhuis, Investment Director importance, we now offer “The creation of our Apps Factory allows us to exploit our 6 WTF.nl the organisation is undergoing a meet their needs in other areas.” expertise has helped SBS to SanomaVentures, there were four reasons advertisers solutions that scale and speed. This7 NUtvgids central, insourced knowledge and structural and cultural transforma- catch up in some areas. for launching this initiative that funds and are independent of media development centre8 enablesStyletoday us to quickly develop new apps. tion into One Sanoma. This relies Molman concludes that the Sanoma now offers more supports start-up companies in exchange type and cover all our These are tailored to9 AutoTraderspecific target groups, and adapt and greatly on the company’s ability and transition Sanoma is going through cross-platform packages to for minority stakes. “We want to tap the best available media. It’s why we reuse existing ones10 forTijdschrift.nl simultaneous release in multiple willingness to work together, insists will never really finish. “The media advertisers. There is also external talent and innovation out there, call it ‘From space to countries.”

Molman. “It’s a step-by-step, trial- industry, especially when it comes to synergy in content. All the drive future growth in our portfolio and solutions’. Clients are mainly Sources: Sanoma Media, Google Analytics, Distimo. www.sanomamedia.nl and-error process that’s focused on technology, is one in which you knowledge that it has revenue streams and create value by interested in achieving their Sanoma expects mobile media to become more important. achieving a broader mindset. We’re always have to adapt to changing accumulated about its investing media and expertise alongside communication, marketing “Consumers are more willing to pay for mobile services than streamlining the company into a circumstances. We are now midway target groups through its capital. The signs so far are very and sales targets. By web services, but advertising spend on mobile still trails that single, central entity, particularly on our journey towards becoming magazines, for example, is encouraging. In the second half of 2012, we offering complete cross- of the web. That said, in the Netherlands and Finland we more its cross-platform activities like that media centre of excellence.” now available to SBS for invested in five very promising start-ups, to media solutions, we’re much than doubled mobile advertising turnover last year and I am the sale of advertisements and making television which our target groups and business better placed to help them confident this trend will continue. Also, we are growing rapidly commercial solutions.” programmes. network have responded very positively.” realise these targets.” in m-commerce, which is commerce through mobile devices.”

Net sales, 32,047, 374 2,604,000 EUR million, Donald Duck’s Dutch magazines have been sold people watched the Dutch national football 4.2 million 250% from newsstands. team take on Northern Ireland on SBS Netherlands: 897 times a Sanoma app was downloaded growth in mobile advertising turnover 60th anniversary

30 sanoma - view 2012 view 2012 - sanoma 31 Netherlands Netherlands

learning Digiboard media success Strong learning Almost 80 per cent of learning classrooms in Dutch Acquisition primary schools have a growth Optimal digital whiteboard (digiboard). Pupils follow digital of Bureau ICE the teacher’s lessons on the in gift big screen and can interact The desire to explore new Now part of Malmberg publishers, Bureau through touch and swipe. vouchers methods and shrinking ICE creates tests and exams for secondary Malmberg’s digiboard media educational budgets is schools and schools providing intermediate software contains the In line with the digital trans- forcing Dutch teachers to go vocational education in the Netherlands. pages of the textbooks and The future of formation in May 2012 online. However, not every Written tests and assessments are workbooks and many Sanoma acquired the teacher embraces becoming more important in the Dutch (interactive) assets that are e-commerce online retail group Read & technology with the same education system and that makes Bureau essential to each lesson. View, the largest supplier of enthusiasm and not every ICE a valuable partner to Sanoma. “All our Teachers can also add their Not content to inform and magazine and newspaper school has an IT learning companies are active in testing and own text, audio and video. inspire its clients, Sanoma subscriptions in the infrastructure that fully assessments and Bureau ICE is a Paul Gillijns, Director of Netherlands has begun to media Netherlands. It sells sub- supports a digital learning professional partner to them,” says Sanoma Primary Education offer e-commerce services. scriptions to approximately environment. That is why Learning CEO Jacques Eijkens. Publications: “We can safely “By inspiring consumers 1,250 titles from around 250 publisher Malmberg say that 50 per cent of all ánd helping them make Listening to different publishing houses, developed four educational Competitive edge 8,000 primary schools in the purchases we can add more through its own website packages, leaving teachers Malmberg MD Harold Rimmelzwaan says Netherlands – that’s more value to the chain,” assures the customers 123tijdschrift.nl and its and schools free to decide that developing assessments is extremely than 800,000 pupils – sees Performance Based affiliates. It also issues what suits them best. complex work. The tests gauge the pupils’ at least one digital Director, Sander ten Dam. While outsourcing remains a global trend, the second-most popular current knowledge and ascertain what they Malmberg publication once “E-commerce is relatively Sanoma in the Netherlands has successfully gift card for magazines. Multimedia still need to learn to achieve a higher level of a week.” advanced in some sectors brought customer service back into the fold. package education. “We are very pleased that Bureau but basic in many others. Manager Danny Hooijberg explains: “The Rémy Kluizenaar, Manager Between 100 per cent digital ICE’s specialists are now part of our Sanoma has special subscription market is very competitive. Consumer and Trade and 100 per cent paper is organisation and that, in addition to our e-commerce skills, such as We have to ensure that our current Marketing: “Sanoma al- the Multimedia Package educational material, we can also offer their Malmberg targeted-audience thinking, customers stay with us and that we ready owned the Dutch that offers digital and print certified assessments. It gives us an learning traffic acquisition and increase sales by cross-selling. This means number one player in gift textbooks and workbooks. important edge over our competitors.” in 2012 conversion optimisation. we need committed and capable vouchers and given that gift Tests and assessments are We also own leading employees manning our customer services vouchers, just like the online digital, including results Online testing Malmberg continued to invest directory and product desk. This, in turn, means we need to train sale of subscriptions, are a feedback. The Advantage Bureau ICE has also developed what it calls Primary in the online transformation comparison sites in the people so they feel more connected with growth market, we jumped Package provides paper its TOA web-based system, which has more process by: Netherlands. These help us their own products and services.” at the opportunity to buy the textbooks and digital and than 450 different tests and assessments for • acquiring Bureau ICE, to generate leads and Another big change was the decision to drop number two player in the paper workbooks, allowing gauging competence levels in language, school iPad which creates (online) motivate consumers to scripted conversations. “Rather than have market as well. The maga- for an easy switch between mathematics and other areas. Teachers can tests and exams make purchases, giving us staff follow a script, we train them to zine gift voucher service the two media. This new easily put assessments online for individual Digitalisation starts right at the primary school. That’s why • developing educational an edge over competitors. really listen to our customers. It makes the from Read & View further generation of educational students. Results are corrected Malmberg is the first publisher in the Netherlands to develop packs that mix digital Our successes and the way they handle customers’ requests and strengthens our online material won the 2012 IPON automatically - saving the teacher time - and iBook textbooks for the iPad for primary school children. The and print enormous growth potential complaints their own responsibility. And it position in the Netherlands. Award for its flexibility in then uploaded to the school’s database to subjects are geography and science and the standard • developing children’s iBook encourages us to ramp up works; more than 90 per cent of Their excellent relationship meeting the needs of all provide instant insight into pupils’ teaching material is enriched with photos, videos and textbooks for the iPad our e-commerce efforts with our customers said they were very satisfied with publishers is also of parties involved in digital competences, proficiencies and overall animations. Pupils can mark text, add content and receive • focusing on digiboard several new initiatives.” with the service.” great value.” teaching. performance. immediate feedback. software

Bigger NU.nl Hockey.nl Wtf.nl Grazia Styletoday

65% mobile 84% mobile 64% mobile 84% mobile 61% mobile More than 50% 2,500,000 on of all pupils in primary education work with the BAPS digital the number of tests delivered through TOA, mobile: 35% web 16% web 36% web 16% web 39% web whiteboard software and practice software of Malmberg Bureau ICE’s web-based test platform

32 sanoma - view 2012 view 2012 - sanoma 33 Belgiumland Belgium

media Content Marketing, 48 15 a growth area Magazines Websites Chris Van Gils, Business Unit Director Content Marketing at Sanoma Media Belgium (SMB), answers questions about the place of content marketing at SMB in the light of the July 2012 acquisition of communication agency Head Office.

Why does Sanoma Media ing, sales and communication fields. Chris Belgium invest in content Many companies are heading in this marketing? direction, which will enable Sanoma van Gils Towards 1 Together with the Sanoma Media to play a leading role in the Director Content Radio channel Group, we invest in content European arena. We are convinced Marketing, Belgium a modern marketing because we believe that, that in this new field the cards will be content as budgets are shifting from bought dealt in the next two years. “Advertisers to owned media, we are well Advertisers are shifting their bud- organisation positioned to help advertisers face gets from bought to owned media, are shifting this new challenge. sQills, Kungfu thus becoming publishers them- their budgets In Belgium, Sanoma’s and Conversity already gave us a selves. In this transformation we transformation into a leading position in Belgium, but the want to be their agency, consultant, from bought multi-channel media acquisition of Head Office has made facilitator and guide, and help them company began a few years us the absolute market leader. to create long-lasting relationships media to ago. The company acquired with their audiences, clients and owned media, strong customer media Why was Head Office prospects. companies in 2010 and 2012 acquired? thus becoming and set up a strong regional 15 To strengthen our position in the magazine and a digital unit. Apps How will SMB and Head publishers content marketing business in Office cooperate? It also became a partner in Belgium and the Netherlands and to Head Office will be part of the themselves” De Vijver Media, which owns expand the group’s skill set in Sanoma Content Marketing two television channels, a content marketing. Head Office adds Network, which includes all the television production state-of-the-art digital content group’s agencies and custom company and an marketing capabilities and CRM media/content marketing infotainment magazine. competences to Sanoma’s content departments. The Center of Built on the strong DNA of marketing offer. Excellence for Content Marketing local celebrity magazine enables us to share best practices, Story, a kindred radio What are Head Office’s client leads, business strategy, station was set up, originally strengths? innovation and operational focusing on the Antwerp Head Office’s unique proposition is excellence. Everyone in the Sanoma region but with the clear 2 the combination of CRM, digital and Group subscribes to the same ambition to have national TV channels content marketing skills. This means ambitious future vision on content coverage. As a market it can offer proven communication, marketing. In Belgium, sQills and leader in magazines, sales and marketing solutions for Head Office will closely collaborate Sanoma will continue to media owned by the brands in this area. In the Netherlands we develop its strong brands themselves. will work closely with Hemels, on a multiplatform basis. In Sanoma’s Dutch content marketing doing so, Sanoma Media What opportunities do you company. plans to grow from a see for content marketing? conventional magazine Content marketing is undoubtedly a publisher to a modern 1 growth area in the media, market- content organisation. Learning company:

VAN IN, 3 most visited Sanoma websites in Belgium with Sanoma since 2004, 1 Humo 423,684 Net sales, 122 employees 355,131 20,100 2 ZappyBaby the number of downloaded apps EUR million, 3 Libelle 307,206 of Story Magazine Belgium: 261

34 sanoma - view 2012 view 2012 - sanoma 35 Belgium Belgium

learning Teaching mathematics media in the 21st Sanoma century Media Belgium In 2012, the Sanoma learning on the move learning companies VAN IN in Belgium and Malmberg in Studysteps.be In 2012, Expedition Sanoma, the Netherlands developed learning the name of Sanoma Media an innovative online StudySteps is a tutoring Belgium’s transformation tutoring programme for Bingel wins service that combines into a leading media content children with learning online exercises, which business, gained momen- difficulties. VAN IN, a the hearts adapt to a pupil’s personal tum. Expedition consisted of prominent education and minds of trajectory and offers media several initiatives, such as specialist, designed an mistake-specific feedback, OurSpace and Oxygen, intelligent platform that students with a weekly video session which focus on the com- offers tailor-made tutoring with a personal study pany’s move to Mechelen in in maths. The programme coach. In addition, an online Story FM: mid-2013. It is then that the complements the Since learning company tutor is standing by after enthusiasm and energy classroom curriculum while VAN IN first presented school and during invested in Expedition in satisfying individual pupils’ Bingel.be to Flemish weekends to provide 2012 are expected to come needs. The results of a free primary schools in 2011, its correction and feedback. synergy and to fruition. pilot in Belgium and the growth curve has been Enthusiastic reactions from Netherlands were steep. Within a few months, parents, teachers and the sufficiently encouraging to parents, pupils and pupils themselves indicate multimedia launch the service for teachers recognised that that they all welcome this Flemish children aged 13 this online exercise platform new way of tackling maths. The transformation of Sanoma Media Belgium into a and 14. could significantly improve StudySteps will also become multimedia company, which was off to a flying start in 2011 media the individual results of both available to other age with the acquisition of TV channels SBS VIER and VIJF, homework and classroom groups and countries, and continued in 2012. By the end of the year, the weekly print exercises. By the end of possibly for other subjects magazine Story had become a synergetic multimedia brand media 2012, six out of every ten too. that includes Story FM, a 24-hour broadcast and online radio Bold move Flemish nine- to twelve- station covering the Antwerp area. The acquisition of ten local year-olds used the platform, frequencies allows Story FM to reach 25 per cent of Flanders. media rating it among their Delivering for Story favorite websites. The fact VAN IN Cross-media synergy Charter for that Bingel is offered to Wim Weetjens, who is responsible for Story FM’s Customer In June 2012, Storywood appeared on existing customers with a in 2012 development and programming, explains that its format had value Belgium’s magazine stands. The new functional extension to the to meet two criteria: “It had to be compatible with the existing Satisfaction publication was folded into the heart of Story materials used at school By providing more and more print brand and find its place in the local radio landscape.” HYBRID, Reading the Magazines Market is – a bold move in the declining print market. has proved to be an digital content and tools in Story FM’s strong Flemish focus - half the content consists of the title of a Sanoma Media Belgium project Hans Cools, Managing Marketing manager Tamara Deca describes important selling point for 2012, VAN IN meets the Dutch and Flemish music - is one of its strengths. to improve the distribution process of Director of Sanoma Media Storywood’s early days as an exciting VAN IN, which also produces demand for personalised Programmes such as Carmen Kookt (Carmen cooks) ensure magazines, thus cutting the cost of surplus Belgium, signed the Charter period. “The new title was hot from the bingel.be school agendas learning. For example by: cross-media synergy with the magazine, which lends it a stocks. Sanoma Media Belgium was for Customer Satisfaction, moment we launched it.” and digital whiteboard • developing an innovative daily helping of show business news. recognised for its innovative ideas with the making it the first company To produce 60 extra pages a week softwares. According to online tutoring programme Story FM, says Weetjens, is well on the way to proving itself 2012 Supply Chain Award. HYBRID’s in Belgium to do so. Signing highlighting the star-spangled universe of manager Vicky Adriaensen, • launching StudySteps, an commercially. Belgium’s radio stations face a deadline in innovation is to shift from the classic one- the Charter, which gives the Hollywood and international glamour, Bingel provides great online tutoring service 2016, when the country’s UHF frequencies will be reallocated. drop delivery method to a sales-based customer a central position, Story’s editorial team has gone all out. This support to teachers: “We • investing in the success of By that time, Sanoma wants to be a frontrunner in audio- replenishment model. This results in a sharp is a logical next step in the audacity is paying off: readers are prepared are speeding up their Bingel.be, the market- visual media. Given that the company is all set to roll out Story increase in efficiency and a drastic reduction evolution to a client-focused to fork out an extra 75 eurocents to keep in journey along the digital leading homework engine FM throughout Flanders, the future looks promising. in costs. organisation. touch with the stars. highway.” in Belgium

Monthly pageviews of all Sanoma Media Belgium sites: 47,704,700 83,000 20,000 the number of magazine copies people visited 34% of pupils in Belgium 50,000 non-native immigrants learning 11,971,612 sold in 2012 Flair Shopping Day use VAN IN’s Rekensprong Plus exercises made everyday on Bingel.be Flemish with VAN IN manuals

36 sanoma - view 2012 view 2012 - sanoma 37 Russia Russia

media media 22 6 More National Viadeo competes in Magazines Newspapers anniversaries the professional social • 20th anniversary of Geographic network market The Moscow Times • 10th anniversary of for iPad Young Russian professionals clamoured to Popular Mechanics sign up for Viadeo accounts to profile their 30 • 10th anniversary of career achievements for prospective Websites Na Rublevke employers. A joint venture between Sanoma • 5th anniversary of and Viadeo, the second largest professional Grazia social network in the world after LinkedIn, the PSN launched and grew exponentially in 2012 reaching 250,000 registered users by 9 year end. A strong strategy emphasising Apps growth put this project at the forefront of Digital SIM’s digital transformation. media revenue

• Cosmopolitan iPad media Celebrating two version: 320% growth in user payments revenue Sanoma Independent decades of • Vedomosti share of digital Media launches revenue (advertising + subscription) reached ShopIcon.ru pioneering work in 22% CEE’s new • Popular Mechanics’ share Sanoma Independent Media continued its Russia of digital revenue more In the summer of 2012 NG Russia launched digital expansion with the launch of direction than doubled to 14% an iPad version of National Geographic to ShopIcon.ru. This portal aims to inspire men Established in 1992 with The Moscow Times, closely followed media meet the demand for digital content. Heavy and women aged 24-35 with the latest Heike Rosener became CEO of Sanoma by the launch of Cosmopolitan, 2012 saw the celebration of 20 use of NG’s social media and an active online fashion and beauty trends, the hottest styles Media Russia & CEE in 2011, taking on the successful years of Sanoma Independent Media. SIM campaign created interest among a digitally and the best brands. Visitors learn about the challenge of steering the SBU in a new has become the largest player in the Russian glossy print First-ever savvy audience for the first free issue in July. secrets of compiling a wardrobe that strategic direction. Changing technology market: more than 12 million readers, more than 13 This resulted in large numbers of downloads matches their personal taste and figure. A and consumer perspectives combined with million internet visitors a month, about 25 per cent glossy and helped to achieve first place in the Apple fun online questionnaire helps identify their economic difficulties did not present an easy ad market share, more than 50 million copies annually, 1,100 Pearl Award App Store. personal style. ShopIcon.ru also puts visitors terrain. However, select high potential employees, and two records officially recognised by Guinness in touch with experts in personal image, markets from within the Russia & CEE World Records. Strong community support fashion, wardrobe, the right look for special portfolio were targeted as Sanoma’s focus for Russia This paved the way for the August launch of occasions, and online shopping. areas for a strong future in the region. Domashny Ochag (Good Housekeeping), Harper’s Bazaar, the first paid issue. The famous Titanic was Men’s Health, Yes!, and Vedomosti are among the collection Your Bank, a custom publication for Trust chosen as the main feature for the iPad and Heike made important decisions in 2012, of signature SIM print brands. Long leading on the magazine bank, became available in print, online and paper version and a good subscription offer moving towards a leaner, more efficient market, the SIM portfolio’s more recent transition into digital on the iPad. The iPad and web issues are the attracted loyal readers. Both the print portfolio that will have a strong multi- media has shown considerable success in internet and first electronic versions of a corporate magazine and NG web and social media channel approach. Digital media mobile. Enduring growth of the pioneer print brands was publication for the financial sector and they groups have a great number of followers and strengthened and is the core focus of combined with new breakthroughs in digital projects, such as iPad have been enriched with social networking the brand has strong community support. development, complementing the ShopIcon and Viadeo, adding an additional facet to the versions and browsing features. This joint project of NG Russia will continue to develop content commendable Russia & CEE print organization in 2012. Custom Publishing Sanoma Independent for the digital version to offer more value to businesses. Necessary management in 2012 Media and Trust bank won the prestigious readers. For example, readers will be able to changes and streamlining of portfolio began There is much to be proud of: the managers, journalists and international content marketing 2012 Pearl use the iPad’s panoramic view options to this year with renewed management teams publications have repeatedly been recognised as the best in • National Geographic Award for Best Integrated Print and Web turn a photograph 360 degrees, as though in the Czech Republic, Romania, and Russia. their fields and have earned numerous awards. Sanoma Russia Programme B2C. It was the only Russian they were looking around on location. The Sanoma and joint venture partner G+J also Independent Media has set records, developed new • Cosmopolitan entry among 628 submissions from 15 NG Russia iPad version was nominated for a sold their interests in Adria Media Lubljana in technologies, and continues to win over millions • Custom corporate countries and the first Russian project to win Sanoma Award 2012 for successful new a management buyout. of readers who have placed their faith in Russian media. magazine for Trust bank a Pearl Award. launch.

Cosmopolitan Harper’s Mamas& Robb Report Net sales, Psychology: Bazaar: Grazia: Papas: Russia: Sanoma Independent Media has EUR million, 17% 12% 21% 27% 16% 1,173,338 ad revenue ad revenue ad revenue ad revenue ad revenue the number of times an app from Sanoma Russia: 80 growth growth growth growth growth 71,318 subscribers Independent Media has been downloaded

38 sanoma - view 2012 view 2012 - sanoma 39 Hungary Hungary

27 2 Magazines TV channels media learning Facts about the Marie 68 36 Claire Fashion Day in Learning Apps Websites Budapest learning media • 4th edition • 10 celebrities with Magazine market • 10 famous designers NTK’s iBooks • 12 young design talents 1 Women’s weekly Nők Lapja is Hungary’s • 3,000 visitors are fun and Learning most popular magazine, while weekly star Augmented company: NTK, with Sanoma magazine Story is in the top three. These since 2006, magazines sold 217,000 and 180,000 copies save time 213 employees each week respectively in the last quarter of 2012. Special editions for iPad of Marie Claire NTK, Sanoma’s Hungarian Reality and Elle Man were launched in November TeachAR allows teachers to add 2012. Marie Claire@Work focuses on career. leader in local textbook The iPad glossy offered a moving cover and publishing, has been innovating Augmented Reality – content-rich layers multimedia content specifically designed to and digitising content, so that projected onto the “real” world - making fully use the iPad’s functionality. Elle Man for iPad was enriched with audio and special students will find more textbooks more interesting and fun for colour effects. enjoyment in learning and pupils. teachers can work more efficiently. media In 2009, NTK introduced PDF versions of Szállás.hu: existing textbooks. Students were media unimpressed with these e-books, saying focusing pays off they either wanted traditional paper books or interactive material. In response, NTK Online In 2011, Sanoma Media Budapest acquired launched iBooks for iPad at the innovative travel booking site Szállás.hu, where people Teacher Training College in Eger. can search for affordable holiday portfolio on accommodation in Central Europe. In March In 2012, NTK ran a pilot for teachers who 2012, Sanoma launched ‘accommodation teach pupils up to the age of 14. ICT Director mobile guru’ Szállásguru.hu, which offers daily Péter Racskó:“We have enriched textbooks NTK is proud that its TeachAR-3D World project won both NTK discounts of up to 69 per cent on small hotels, for 11 subjects with multimedia content to national and international awards for innovation. It is a globe Virtually the entire online portfolio of holiday cottages and apartments in create interactive lessons of 45 minutes with extra information about natural sciences and human in 2012 Sanoma Media Budapest is now accessible Hungary. each. Both teachers and pupils were very history, such as animal habitation, empire borders or from smartphones and tablets. This digital The site has tripled the revenues of Szállás. positive.” expedition routes. Pupils can interact with the software on a NTK keeps innovating and content attracts an average of 1.4 million hu and Sanoma receives a commission of whiteboard and learn from their own textbooks, hear the digitising content to make visitors a day via Sanoma’s sites and around 15 per cent. András Dunai, Chief A new way of teaching sounds of animals, view spatial models of buildings or go to learning more enjoyable by: 120,000 visitors via devices. The Digital Officer of Sanoma Media Budapest, The content has been recreated to make the external websites. • launching iBooks international competence centre in says focus is the key to success. “There are most of the iPad and a different teaching for the iPad Budapest develops apps for all Sanoma approximately 80 coupon sites on the methodology has been adopted. Racskó: Augmented Reality works when special software allows a • enriching textbooks countries, but is also itself making the Hungarian market and most have travel “It’s up to us now to prove to teachers that webcam to recognise special markers on physical objects for 11 subjects with transition to mobile, for example with an app offers. We decided to focus only on travel. We digital lessons can really save time and that and then adds audio and video to the objects on screen. NTK multimedia content for its news site. The 2012 European Football do not aim for the high-end market with the tablets are not just for entertainment. Of has added markers to accredited textbooks and developed • using Augmented Reality, Cup app for iPhone and Android was a big five star hotels, but the middle and low end of course, they have to get used to another way software for teachers to add their own markers, edit existing making textbooks success with nearly 60,000 downloads. the market.” of teaching, which is never easy.” content or even add their own. interactive

Number of subscribers in 2012: of Hungarian titles have been schools are using 33% of Hungarian teachers 250,335 27 published in Hungary 94% NTK methods are using NTK methods in their teaching

40 sanoma - view 2012 view 2012 - sanoma 41 Poland Poland

learning learning Nowa Era Learn English on your mobile

mSkills English is an app becomes from Young Digital Planet for students of English, from 2 levels A1 to C. No matter Learning companies: market learning where they are, using their learning iOS or Android devices, students can study and Volunteers revise their English and leader Bookshelf: practice their grammar, On International Volunteer vocabulary and listening Young Digital In the past 15 years, the Polish educational Day (5 December) Nowa Era skills. The app contains over Nowa Era, Planet, with with Sanoma Sanoma since system has been through several big invited 100,000 teachers to 2,500 interactive exercises, since 2008, 1999 reforms. Changes to the country’s promote the idea of designed for 12,000 examples, 24,000 683 employees 290 employees voluntary work to young recordings by native curricula posed significant challenges people. Volunteering plays speakers, 120 videos, a to educational publisher Nowa Era, an important role both in publishers dictionary with over 7,500 which produced 500 new publications Nowa Era’s internal and entries and a follow-up external corporate Bookshelf, from Young Digital Planet, is a set of tools functionality. and digital solutions in 2012. responsibility policies. for the online creation, publication and distribution of In Poland, teachers select newly certified print and digital digital books with enriched content. materials and parents buy them. To do well in this open and learning competitive market, new materials - both in print and multi- While a PDF could be seen as a created in Bookshelf cannot be used media - have to be published quickly and promoted digital book, it’s not truly interactive. outside Bookshelf, so in addition to effectively. Agnieszka von Mallek, Marketing Communication But now, thanks to an online solution the website, we have developed 24/7 Manager at Nowa Era: “Win, lose, anything can happen. It’s a called Bookshelf, editors can trans- desktop clients for Mac and bit like the saying: ‘you come back with your shield, or on it’.” form their dull PDFs into rich publica- Windows, as well as apps for iOS tions, bristling with multimedia and and Android for offline access.” mobile In 2012, Nowa Era had to contend with a major curriculum additional features. When a PDF is reform that targeted part of the Primary Schools and the Upper uploaded into Bookshelf, it converts Boszko is justifiably proud of learning Secondary School segment. Agnieszka von Mallek: “We had to it into a format that can be easily Bookshelf’s flexibility, as it works prepare 17 new methods for the first stage of the reform in enriched with video, audio, external with any publisher’s business model. In 2012, Young Digital Planet 2009. In 2012 there were 35, involving 500 new publications.” links, pop-ups and HTML5 code. “In Germany, for example, Bookshelf introduced mobile is used by 86 publishers that use a Comprehensive Curriculum, Substantial market share This is done in a WYSIWYG (what single educational platform to which is a comprehensive To seize the opportunity – and return with its shield - Nowa Era you see is what you get) environ- distribute material to their clients. revision platform for Nowa Era and had to prepare the highest quality range of products and run a ment, making it easy for editors to And in Lebanon, international students aged 11-19 who very intense multichannel promotion campaign. It meant learning track their progress. Tomasz Bozsko, schools network SABIS, owns a want to brush up on their YDP in 2012 communicating efficiently with over 500,000 teachers through Bookshelf Product Manager: “We number of private schools and they knowledge of the arts, a staggering 420,000 face-to-face meetings, 600,000 phone Multibooks made sure the editing environment distribute to the pupils directly.” sciences and business • Nowa Era produces 500 calls and nearly 3.8 million emails in 378 email campaigns. was intuitive and easy to use. All studies. No more searching new publications and Nowa Era now offers content is stored in the cloud, so it This also shows the broad appeal of the internet, all the digital solutions in 2012 The hard work paid off and Nowa Era exceeded even the most Multibooks (multimedia can be accessed from any location.” Bookshelf, which mirrors the information they will need • Bookshelf used for the optimistic expectations. The company is now a market leader enriched textbooks) for all international reach of Poland YDP. can be found on their mobile creation, publication and with a substantial 37% overall market share. From its humble its methods, in all segments. Clients and apps CTO of Sanoma Learning Andrew devices. The application distribution of digital books beginnings as a modest publishing house in 1992, in its In Upper Secondary Schools When finished, documents are Rufener: “YDP’s Bookshelf has been contains a wealth of • mSkills app allows students 20-year history Nowa Era has managed to achieve a leading they are also enriched with exported to a content management selected as Sanoma Learning’s enriched content on all to learn English on their position in all its segments – from Integrated Teaching to Multiteka software, which system, where they are optimised eBooks delivery platform. This major subjects, as well as a devices Upper Secondary School. Its portfolio includes all subjects as enables teachers to use for online viewing and encrypted, means that in the future Bookshelf reporting system to keep • Young Digital Planet well as educational cartography and school management multimedia resources to so they cannot be accessed or will be the delivery platform for track of progress and introduced mobile software (Vulcan). create their own lessons. downloaded illegally. “Publications eBooks in all our business units.” results. curriculum

Net sales, The number of users The mSkills English app contains of eReview of Lower 3,500,000 38,500 2,500 interactive exercises, 12,000 examples, students are learning teachers are using EUR million, Primary Mathematics from Nowa Era’s textbooks Nowa Era’s Multibooks Poland: 83 increased by: 750% 24,000 recordings and 120 videos

42 sanoma - view 2012 view 2012 - sanoma 43 Sweden Ukraine

10 Magazines

learning Sweden: media new curriculum, Good parenting On goodhouse.com.ua women can shop, win prizes, find information and exchange new material, stories related to family, beauty, health and 1 the home. The recently launched parenting Learning 5 section offers useful tips and tools for moth- company: Sanoma Utbildning, bigger market share Websites with Sanoma ers. Goodhouse wants to connect women since 2011, As one of the largest publishers of educational material and some of them make real friends online. 65 employees in Sweden, changes to the country’s national curriculum have given Sanoma Utbildning plenty to do.

The new national curriculum in Sweden customers and follow up on their demands. media replaces the previous framework introduced Our portfolio of e-books has increased in 1994. The new curriculum has increased considerably.” High rating for the number of targets that pupils have to Cosmo.com.ua and meet and defined those targets more Sanoma Utbildning likes to stay in close specifically. It also contains more accurate contact with schools in general and teachers Story.com.ua instructions on grading. in particular. “We inform teachers of upcoming publications and are quite Bigmir.net is the biggest web portal of the Balance the requirements generous with review copies. We like to Ukraine and their ratings the most Jerker Bengtsson is an editor at Sanoma make teachers feel they are important, media important. Sanoma Media Ukraine owns two Utbildning. Together with authors and because they are. When we organise events, of the country’s leading three websites, illustrators, he develops the content and we mix business with pleasure because Cosmo cosmo.com.ua (2nd) and story.com.ua (3rd). format of maths methods, both on paper and teachers should be rewarded and respected media online as enriched PDFs. Next to Swedish and for the work they do.” The close marketing shopping The Cosmopolitan portal has been one of the English, maths is a core subject in Swedish contact has paid off for Sanoma Utbildning best visited sites for years, but the success of schools and students have to pass these as its market share has increased and sales Over 200,000 shopaholics from four major entertainment news site Story is recent. The three subjects if they want to graduate. have risen some 12%. cities in the Ukraine spent their money during Sanoma higher ratings are due to a change in the fifth Cosmopolitan Shopping Night. They editorial policy: the choice of topic is “If we were to follow the curriculum exactly hunted for discounts of up to 50 per cent Media determined by its ranking in the search and do nothing more, the materials would on clothes, gifts and concerts and received engines. “We choose what celebrity or event not sell. So we explore ways of making our 5 per cent discount on every payment made we write about, based on their popularity in products and services more interesting and with MasterCard or Maestro. The event launched search statistics”, says Galyna Zagurska, fun. It’s a challenge to balance the was announced on bank websites, print, Communication Manager Sanoma Media requirements of all stakeholders, including Utbildning newsletters and shopping centres. Esquire Ukraine. those of the national assessment centre and the government.” in 2012 During its first year on the market, the magazine impressively achieved black More tablets in classroom • Tablets become more figures. The luxury segment in Ukraine is Another development in Swedish education popular in the classroom booming and advertisers need a good is the growing popularity of tablets in the • Sanoma Utbildning trustworthy advertising platform for their classroom. Marketer Malin Gaimer has significantly expands its products. Harper’s Bazaar, and now Esquire, noticed an increase in the number of e-book portfolio take the leading position in this segment and teachers asking for digital material during • Market share up, sales are highly prioritised among readers and the past year or two. “We listen to our increased by some 12% advertising partners.

50% of all pupils in primary More than 60% of all 80% schools use a textbook in English from pupils in lower secondary schools use of all healthcare methods come Sanoma Utbildning a Sanoma Utbildning maths method from Sanoma Utbildning Each month Sanoma Media Ukraine has 2,330 subscribers

44 sanoma - view 2012 view 2012 - sanoma 45 Other countries

media Harper’s Lisa is 10! Aatos Erkko The Croatian magazine Lisa celebrated its 10th anniversary in 2012. From January 1932 – 2012 Bazaar: fifth through to October, Lisa added a 16-page supplement to the regular magazine anniversary reflecting Lisa’s focus on health, savings, gastronomy, beauty, summer, fun and children. In addition to the supplement, Lisa also published several mini cookbooks throughout the year.

In Central and Eastern Europe Sanoma is also present in Romania, Serbia, Croatia, Czech media Republic and Bulgaria. STORY pink ribbon action

Story magazine marked Pink Ribbon Day on one of Zagreb’s squares, selling items and media To celebrate five years in the Romanian products and donating part of the proceeds market, Harper’s Bazaar organised a Full to the All for her foundation against The Cosmo glam sports Moon party for close friends, advertising breast cancer. The event was supported by clients, VIPs and media. The event brought Croatian celebrities, as well as the Croatian competitions together more than 1,000 guests, including President and Ministry of Health. famous people from the worlds of fashion In the summer of 2012, Sanoma Hearst and arts. All of them stepped into the Romania organised the Cosmo glam sports cinematographic set-up through the competitions to celebrate the Cosmo girls’ mysterious forest, illuminated by the full media iconic attitude, drive and the never-say-never moon’s brightness. spirit. These competitions took place in the Elle celebrates Sanoma´s long time Chairman of the Board and largest park in Bucharest. More than 100 girls principal shareholder, Aatos Erkko passed away on proved that they would do what it takes to 10th Birthday achieve a fabulous look and accepted May 5, 2012, leaving behind him a heritage of visionary challenges like running on high heels and media thinking, bold decision-making and a culture geared cycling while carrying shopping bags. Story toward innovation that we embrace today. Sanoma´s history coincides with that of the Erkko family, where after his media in the picture grandfather and father Aatos Erkko worked from 1953 to 2003. In 1953 he founded and edited and Sanoma´s first magazine Viikkosanomat, moved on to Lucky for some Sanoma company Adria Media Serbia (AMS) be editor in chief of Helsingin Sanomat and then CEO of Sanoma Oy. In 1965 he re-launched Story in March 2012. To get was appointed Chairman of the Board of Sanoma Osakeyhtiö. He was at the Cosmopolitan Romania turned 13 this year. exposure, a big re-launch campaign was helm when Sanoma merged with publisher WSOY and became a publicly Sanoma Hearst Romania considered this to organised that comprised TV and radio ads, listed company, made major acquisitions such as the Dutch and Russian be a lucky number, despite all the city light ads, branding in city buses, ads in magazine businesses and entered the television business with Nelonen. superstition that surrounds it. That’s why daily newspapers and other AMS Cosmopolitan organised a party centred on magazines, as well as various promotions. Elle magazine celebrated its 10th Aatos Erkko will be remembered for pioneering profit sharing plans, superstitions, with decor inspired by the Furthermore, Story organised four Story anniversary with the Elle Style Awards event promoting women at all echelons, creating the Sanoma Journalist School fateful number 13. Broken mirrors, ladders Perfect Weekend events at a café and bar. that was held for the first time in Croatia. and continuing education programs for his employees. He was a widely and umbrellas by the door - all elements Free activities like fitness, make up, Prizes were presented to the best Croatian respected opinion leader both in Finland and abroad. Get the World could designed to ward of evil spirits - entertained hairstyles, manicure and astrology advice style icons from different fields of the fashion have been his motto. the 500 guests. were available to all visitors. industry.

Serbia: Czech 12 magazines, Romania: 10 websites, Croatia: Bulgaria: Republic: 20 magazines, 9 digital television 35 magazines, 12 magazines, 11 magazines, 13 websites channels 6 websites 5 websites 11 websites

46 sanoma - view 2012 view 2012 - sanoma 47 Board of Directors Executive Management Group

Jaakko Rauramo Annet Aris Antti Herlin Kai Öistämö Nancy McKinstry Harri-Pekka Jackie Cuthbert Dick Molman Aimé van Hecke John Martin • Born 1941, Finnish. • Born 1958, Dutch. • Born 1956, Finnish. • Born 1964, Finnish. • Born 1959, American. Kaukonen • Chief Human Resources • CEO Sanoma Media • CEO Sanoma Media • Chief Strategy and • Chairman of the Board • Sanoma Board member • Sanoma Board member • Sanoma Board member • Sanoma Board member • President and CEO & Communications Netherlands Belgium Digital Officer of Sanoma, Chairman since 2009. Term ends in since 2010. Term ends in since 2011. Term ends in since 2011. Term ends in • Born 1963, Finnish. Officer • Born 1954, Dutch. • Born 1959, Belgian. • Born 1970, British and CEO 2001–2005, 2015. 2013. 2014. 2014. • 2010 Served Fazer • Born 1966, British. • CEO of VNU Exhibitions • General Director of VRT, • Served as COO Learning and member since 1999. • Serves as Adjunct • Chairman of KONE • Executive Vice • Chief Executive Officer Group as Executive Vice • Served Royal DSM N.V. Europe 2002–2006. the public radio and and member of the Term ends in 2013. Professor of Strategy Corporation since 2003 President, Chief and Chairman of the President, Managing from 2002 to 2011 as Managing Director of television broadcaster Management Board of • Joined the Sanoma and Management at and member of the Development Officer Executive Board of Director of Fazer Senior Vice President, VNU Business in the Flemish-speaking Sanoma Learning Group in 1966. Served as INSEAD since 2003. Board of KONE and member of the Wolters Kluwer (the Bakeries & Global Culture Change; Publications 1998-2002, part of Belgium 2003- 2009–2011. President and CEO of • Other board Corporation since 1991. Leadership Team of Netherlands). Confectionery Business Vice President, Managing Director of 2006. • Director of SanomaWSOY 1999– memberships, • Other board Nokia Corporation • Board memberships, Area and Managing Organisation VNU subsidiary • Prior to that held various ContentConnected, 2001, President of companies: ASR memberships, (Finland). companies: Ericsson Director of Fazer Russia. Effectiveness, and Chief Admedia 1995–1998. positions in marketing consulting on online Sanoma Corporation Nederland (the companies: Holding (Sweden), Abbott (USA). Prior to this served as Learning Officer. • Managing Director of and media publishing and 1984–1999 and was Netherlands), Hansa Manutas Oy (Finland) Head of Division of Fazer • Prior to that, served in niche publishing management information services elected to its Board in Heemann AG (Chairman), Ilmarinen Russia and Head of several executive HRM company Veldhuis • Between 1987 and 1990 2006-2009. Acted as 1979, General Manager (Germany), Jungheinrich Mutual Pension Group Strategy from positions e.g. at Unisys 1991–1995. acted as publisher at Chief Commercial of the Newspaper AG (Germany), Kabel Insurance Company 2007 to 2009, and from Corporation 1997–2000, • Publishing Director of Het Nieuwsblad/De Officer in the Executive division and General Deutschland AG (Finland) (Supervisory 2003 to 2007 he was the Credit Suisse First VNU’s youth magazines Gentenaar, the second- Board of Swets Manager at (Germany), Tomorrow Board) (Vice Chairman), company’s CFO. Boston 1995–1997 and 1982–1991. Several largest Belgian Information Services Sanomaprint, among Focus AG (Germany). Security Trading Oy • Between 1992 and 2003, Sainsbury’s Plc 1988– marketing functions at newspaper. 2004–2006 and others. (Finland) (Chairman), Kaukonen worked for 1995. Dutch publishing group Managing Director of Solidium Oy (Finland), McKinsey & Company, in VNU between 1975– Swets & Zeitlinger YIT Corporation the last years as a 2001. Publishers 2001–2003. (Finland). Partner.

Rafaela Seppälä Sakari Tamminen Seppo Kievari Sirkka Jane Erkko Kim Ignatius Pekka Soini Jacques Eijkens Anu Nissinen Heike Rosener • Born 1954, Finnish. • Born 1953, Finnish • Born 1943, Finnish. Hämäläinen- • Born 1936, Finnish • Chief Financial Officer • CEO Sanoma News • CEO Sanoma Learning • CEO Sanoma Media • CEO Sanoma Media • Sanoma Board member • Vice Chairman of the • Sanoma Board member Lindfors • Sanoma Board member • Born 1956, Finnish. • Born 1957, Finnish. • Born in 1956, Dutch. Finland Russia & CEE since 2008. Term ends Sanoma Board since since 2003. Term ends in • Born 1939, Finnish. since 1999. Term ends • Served at TeliaSonera • Served in various • Served as CEO of • Born in 1963, Finnish • Born 1969, German. in 2014. 2009, member since 2013. • Sanoma Board member in 2014. 2000–2008 as Executive positions in Helsingin Sanoma Learning since • Joined Sanoma in 2001, • CEO of Bertelsmann • Served as 2003. Term ends in 2015. • Served Sanoma since 2004. Term ends in • Member of Sanoma Vice President and CFO. Sanomat since1980, e.g. 2004, Malmberg previous positions as Media Polska 2002–2011 SanomaWSOY Board • President and CEO of Corporation 1966–2004 2013. Corporation’s Board • Previously worked, as Marketing Director Investments 2001–2004 President of Sanoma and CEO of the Polish member 1999–2003, Rautaruukki as President and • Member of the Executive 1990–1999 and Vice among others, as CFO 1998-2004 and as and Educational Entertainment since consumer book President of Lehtikuva Corporation since 2004. Publisher of Sanoma’s Board of the European Chairman of the Board and a member of the President 2004-2010. Information Group (part 2008-2011. company Swiat Ksiazki Oy 2001–2004, Project • Board memberships, newspapers as well as Central Bank 1998-2003 of Helsinki Media Executive Board of of VNU) 1998–2001. • President of Welho / SW 2002–2011. Manager at Helsinki companies: Varma Executive Vice President and Governor and Company Oy 1995–1999. Tamro Corporation. • Joined Malmberg in Television 2004-2008 • Independent strategy Media Company Oy Mutual Pension of Sanoma Corporation Chairman of the Board • Board memberships, 1981 (part of Sanoma and Marketing Director consultant 2001–2002. 1994–2000, Sanoma Insurance Company and Editor-in-Chief of of the Bank of Finland companies: Oy Asipex Learning since 2004) at Helsinki Television Corporation Board (Finland) (Chairman). Helsingin Sanomat. 1992-1998. Ab (Finland). and served in various 2001-2004. member 1994-1999, • Board memberships, • Board memberships, management and • Served in various among others. companies: Hämeen companies: Kone marketing functions. marketing positions at • Board memberships, Sanomat Oy (Finland). Corporation (Finland) Sinebrychoff 1990–2000 companies: Globart (Vice Chairman). and at Cultor Ltd 1988– Projects Oy (Chairman). 1989.

48 sanoma - view 2012 view 2012 - sanoma 49 Contact land information

Sanoma Group Sanoma News Sanoma President and CEO Harri-Pekka Kaukonen CEO: Pekka Soini Ludviginkatu 6-8 Töölönlahdenkatu 2, Helsinki, View 2012 P.O. Box 1229, 00101 Helsinki, Finland P.O. Box 95, 00089 Sanoma, Helsinki Tel. +358 105 1999 Finland A publication of: Sanoma.com Tel. +358 9 1221 Sanoma Group Communications Communications Sanoma Media Belgium Vice President Communications CEO: Aimé van Hecke Concept and Robin Janszen Telecomlaan 5-7, 1831 Diegem realisation Tel. +31 20 851 2108 Belgium Hemels Customer Media, [email protected] Tel. +32 2 776 2211 a Sanoma company: Matthijs Rijlaarsdam, Investor Relations Sanoma Media Finland Karen Wikart, Vice President Investor Relations CEO: Anu Nissinen Rupert van Woerkom Martti Yrjö-Koskinen Töölönlahdenkatu 2, Helsinki, Tel. +358 105 1999 P.O. Box 95, 00089 Sanoma, Helsinki Design [email protected] Finland Van Lennep, Tel. +358 10 707 1111 design agency: Joany Anthonio, Sanoma Media Netherlands Jacob Mulder CEO: Dick Molman Capellalaan 65, 2132 JL Hoofddorp Printed by P.O. Box 1900, 2130 JH Hoofddorp Lönnberg Print & Promo The Netherlands +31 88 556 5560 Editing Ilja van Roon, Sanoma Media Russia & CEE John Widen CEO: Heike Rosener Jachthavenweg 124, 1081 KJ Amsterdam Texts P.O. Box 90473, 1006 BL Amsterdam Terri Kester, The Netherlands Karina Meerman, Tel. +31 20 851 2150 Ilja van Roon, John Widen Sanoma Learning CEO: Jacques Eijkens Pictures Magistratenlaan 138, 5223 MB de Beeldredaktie, ’s-Hertogenbosch Jeroen Hofman, P.O. Box 99, 5201 AB ’s-Hertogenbosch Mark Horn The Netherlands Tel. +31 73 628 7520 A printed version of Sanoma View 2012 can be ordered from Group Communications either via email communications@ sanoma.com or by phone +358 105 19 5061.

50 sanoma - view 2012 view 2012 - sanoma 51 get the world

Sanoma view 2012 view Sanoma view 2012

“We continued our shift from print to digital media, invested in the growth of our media and learning activities and improved the structure and quality of our organisation.” p. 8

get the world