Free distribution newspapers face extinction in sparsely populated areas, warns Esa Keskinen in Finland

The discontinuation of free distribution newspapers may signal the end for local newspapers in sparsely populated areas, according to Esa Keskinen, editor-in-chief of Koti-Lappi, who appeared on Thursday’s Radio Suomi Päivä broadcast. He likened the situation to the government deciding to remove asphalt from certain roads and expecting remote areas to manage with alternative surfaces.

Keskinen, along with Anna Storm, director of responsibility and community relations at Posti, discussed the impact of these decisions. In May, Posti announced the cessation of address-free advertising distributions and other bulk mail services starting next year. The decision has been met with shock in sparsely populated municipalities, including those served by Koti-Lappi.

Keskinen emphasized that terminating distribution is a matter of equality, citing the newspaper’s significant role as a key information provider in the region. He noted that community publications serve unique groups, particularly those who cannot afford subscriptions or lack access to digital channels due to limited internet access or digital literacy.

Posti justifies its decision as a response to a drastic reduction in overall distribution volumes. Over the past decade, paper mail deliveries have decreased by about 70%, a trend expected to continue, partly due to increased advertising and distribution bans in cities, with approximately 1.2 million Finnish households now opting out of marketing.

Storm acknowledged Keskinen’s concerns regarding digitalization impacts and expressed Posti’s desire to engage in discussions about including all individuals, regardless of their digital skills, in society. While free distribution services will end next year, address-based services will continue to be offered nationwide, ensuring that Posti maintains its postal operations throughout Finland.