Divaani No. 1 in Increasing Readers

The Finnish interior design magazine Divaani continues to impress: according to national media research company KMT's recent readership survey of 196 magazines, Divaani, part of Bonnier Publications Oy, increased its readership more than any other magazine compared to 2009. Divaani, which has 78,000 readers, grew by nearly 22 percent. To put this into perspective, magazines in general are losing readers in Finland, with 60 percent of all magazines experiencing a small loss of readership. For magazines increasing their readership, the increases tend to be small at 3-5 percent.

"This is a great figure considering we've been in existence only two and a half years," says Marjaana Toiminen, publisher of Divaani. The magazine is upscale, with a readership profile of high-earning urbanites interested in investing in their homes and environment. "There have been seven counter-launches since Divaani appeared on the market, so the genre has become very crowded. So it's great to be able to say that Divaani is the clear winner when it comes to interior design magazines," says Toiminen.

Divaani's sister publication, Olivia, also experienced an increase, of 12 percent. Olivia has a readership of 146,000.