Cessation of free newspaper distributions raises concerns in rural Finland

The cessation of free newspaper distributions could spell disaster for newspapers in sparsely populated areas, according to Esa Keskinen, editor-in-chief of Koti-Lappi, who spoke on Thursday’s Radio Suomi Päivä broadcast. He likened the situation to the government removing asphalt from certain roads and instructing rural areas to develop their own surfaces.

Keskinen was joined by Anna Storm, Posti’s Director of Responsibility and Community Relations, to discuss Posti’s recent decisions regarding the future of free newspapers. In May, Posti announced it would stop delivering unaddressed advertising and bulk mail at the beginning of next year, a move that has been met with shock in rural municipalities. Concerns have also been raised by readers, advertisers, and local governments within the Koti-Lappi distribution area.

Keskinen emphasized that the distribution halt is a matter of equality, stating that the newspaper is the primary source of information for the region. He highlighted that these local publications cater to vulnerable groups who may not afford a subscription or lack access to digital channels.

Posti justifies its decision by citing a dramatic decrease in overall distribution, with paper mail declining by approximately 70% in the last decade due to digitalization and changing consumer behavior. The number of households opting out of marketing has also increased, with about 1.2 million Finnish households opting for marketing bans.

While Storm acknowledges the concerns regarding digitalization, she emphasizes Posti’s commitment to ensuring that everyone, regardless of their digital skills, remains included in society. She pointed out that some segments of the population are unable or unwilling to use digital devices, an issue that may become more pronounced in the coming years.

The future of free newspapers remains uncertain, with Keskinen expressing skepticism about Posti’s explanations for distribution issues. He warned that ongoing challenges are already affecting the publications’ viability. Although free distribution will end at the year’s end, Posti assures that addressed services will continue throughout Finland.