About one fifth of SanomaWSOY's net sales are derived from advertising sales. Media advertising reacts quickly to changes in economic cycles. Development in media advertising has an impact on the net sales and result of Sanoma Magazines, Sanoma, and SWelcom. Advertising sales, among others, are influenced by the newspaper and magazine issues published during a quarter, which varies yearly. TV advertising in Finland is usually strongest in the second and fourth quarters.
A major part of net sales and the result in publishing and trade, among others, is accrued in the last quarter, particularly from Christmas sales. Increased consumer demand before Christmas also increases media advertising. In educational publishing, net sales and result are mainly accrued in the second and third quarters. Seasonal fluctuation in publishing also has an impact on printing.
SanomaWSOY operates in 20 European countries, across a wide variety of media sectors. Thus the Group’s result is independent of the development of any specific geographic area or business. Nevertheless, seasonal fluctuation in businesses influences net sales and operating profit, and traditionally makes the first quarter the weakest and the last the strongest of the quarters.