Sustainable development: Threats 

	Issue	Threat	Possible outcome if the threat materialises	Action taken to mitigate the threat	Example of actions taken in 2011
Journalism	Reliability	Factual errors in news, failed attempts to communicate about them or causing a stir in social media may result in the loss of readers' trust.	Loss of trust leads to a decline in circulation and visitor numbers, advertisers turn to other media. The best employees look elsewhere for work.	Compliance with ethical principles in journalism, clearly defining and monitoring journalistic processes and engaging in open dialogue(on responsible journalism) with readers.	Responsible Journalism project at Aamulehti.
	Difference between social media content and journalism	The Internet, and social media in particular, is full of free-of-charge information that competes with journalistic content for audience attention. The supply of free-of-charge content may make consumers less willing to pay for journalistically produced content if they do not perceive fee-based media to offer added value in the form of e.g. journalistic ethics and greater reliability.	Lower willingness to pay results in a decline in circulation and visitor numbers, advertisers turn to other media. The best employees look elsewhere for work.	Open dialogue with readers on responsible journalism and the production methods and principles applied. What do we pay for when we pay for media?	Responsible Journalism project at Aamulehti.
The diversity and multi-channel nature of content	Taking the diversity of the readership and different channel needs into consideration in the provision of media content	Readers and media channels become increasingly diverse and the company must respond to these new needs without dismissing the channels and content that have become familiar to the customer base.	Ignoring a customer segment may result in declining circulation and/or visitor numbers, advertisers may turn to other media. The best employees look elsewhere for work. Failure to recognise diversity also involves the risk of loss of reputation.	Actively listening to customers as part of media development. Continuous renewal of different media while respecting their traditions.	Renewals of Lapin Kansa, Pohjolan Sanomat, Kainuun Sanomat, Satakunnan Kansa and Aamulehti
Governance	Transparency and ensuring integrity	In addition to complying with the principles of transparent and good corporate governance, a media company has a special obligation to ensure the conditions for responsible journalism and maintain appropriate separation between governance and editorial work. Problems related to integrity or the transparency of governance may lead to a lack of trust and a loss of reputation.	Lack of trust and the loss of reputation can lead to a decline in circulation and a loss of investors and finance providers.	Clarifying and complying with the operating principles and ethics of all media and the Group's owners. Transparent communications on good governance, e.g. on the Group website.	Publication of the Group's Code of Conduct.
Employees	Equal opportunities	The need to offer equal career and training opportunities is highlighted in an expert organisation. A special feature of the media sector is the large number of part-time employees.	Failure to comply with the principles of equality and fairness may result in a weaker employer image; the best employees look elsewhere for work and advertisers may turn to other media.	Human resource management based on equality and fairness, developing concrete non-discrimination plans and monitoring the implementation thereof.	Principles of equality and fairness included in the Group's Code of Conduct; monitoring in performance discussions and an anonymous employee survey used to draft concrete development plans for 2012.
Environment	The environmental impact of media	Print media in particular tends to be seen as having a significant impact on the environment. Until recently, comparative information on the environmental impacts of print and online media has been difficult to find.	Readers and advertisers choose online media instead of print media, resulting in declining circulation and media sales.	Reliable studies on the environmental impact of different media and communicating this information to readers and media clients.	Sustainable media campaign to communicate environmental facts; environmental study commissioned by Alma Media and carried out by VTT and KTH. Communicating the results of the study.
	Climate change	CO2 reporting and environmental labels on products may become statutory requirements through legal measures designed to combat climate change.	Additional costs incurred from reporting and certification systems.	Voluntary CO2 reporting and applying for environmental labels before they become legally required.	Alma Media's environmental reporting in its annual review; environmental study; LEED certification for newly developed properties.
		Regulation mechanisms and the development of new technology to prepare for climate change result in increased energy prices.	Higher energy prices lead to an increase in operating expenses.	Improving energy efficiency.	Improving the efficiency of printing presses and other properties; LEED certification for new properties.
		Climate change may lead to increased raw material prices due to higher energy prices and the impact of a changing climate and soil conditions on cellulose production.	Increased purchasing costs.	Improving materials efficiency and using competitive bidding in purchasing.	Improving materials efficiency of printing operations; the high efficiency of the new printing facility in Tampere (2013).
		The increased frequency of extreme weather phenomena may lead to more occupational accidents in the delivery of newspapers, resulting in higher insurance costs. Disruptions to digital service provision are also possible.	Rising costs; consumers may choose media that offers a higher degree of reliability.	Safety training for delivery personnel. Measures to improve the operational reliability of server hardware for example.	Training for delivery personnel. Improving the operational reliability of digital media.
Purchasing	The value chain of products and services may involve reputational threats related to sustainable development. Information is scarce, particularly with regard to ICT technology.	The exposure of business practices that are in conflict with the principles of sustainable development in the value chain pose a risk to the reputation and reliability of the purchaser.	Loss of trust leads to a decline in circulation and visitor numbers, advertisers turn to other media.	Integrating responsibility in purchasing; reports on the sustainability and responsibility of the operations of business partners.	Including responsible purchasing in the Code of Conduct; analyses carried out as part of the environmental study on the value chains of print and online media.