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New in corporate communications: Sponsored blogs on

Alma Media Corporation                        Press Release                    16 March 2010





Company blogs are an integral part of today’s corporate communications and marketing. Few blogs, however, have a lot of readers. Even well-written blogs are buried among other content on company websites.


At Kauppalehti, a discussion arose on how a business website could support companies in their challenge to be heard. As an answer, Kauppalehti launched a new type of media product on March 15: sponsored blogs.


– The idea is to offer companies the opportunity to achieve “air superiority” in their area of expertise, says Anu Vuokko, Development Manager responsible for the productisation of blogs.

– will publish a blog post on a certain business topic every workday. The writers are key people from leading companies in these business areas.


The blog topics change from day to day. On Mondays, it is marketing (by the marketing consultancy group TBWAHelsinki), on Tuesdays technology (Microsoft), on Wednesdays leadership (Deloitte), on Thursdays legal issues (law firm Procopé & Hornborg) and on Fridays economy and investment (OP-Pohjola Group). The blog posts and the writers will cast a wider look on business life than just their own area of expertise – for example, in its first post, Microsoft challenges Nokia’s Anssi Vanjoki to discuss whether it is acceptable to come to work when sick.


– As far as editorial content goes, these blogs work in a similar way to advertorials in the printed paper, says Hannu Leinonen, Editor-in-Chief of Kauppalehti.

– There is a clear notification on the blog page saying “sponsored blog”, just as advertorials carry the notification “advertisement”. The editor-in-chief’s responsibility covers these blogs, too, just as it covers all material, discussions and comments published in the printed paper and on the web pages.


Helena Somero, Head of Kauppalehti’s advertising sales, says she is very happy with the new product and the response by companies. Sponsored blogs also show that traditional and new media can excellently work together.


The sponsored blogs can be found in the left-hand column on the main page of (


Further information: Anu Vuokko, Development Manager, Kauppalehti, tel. +358-40-7348302 or e-mail



Alma Media in brief

Alma Media is a profitable and internationally expanding company with a focus on the future of newspapers and online services. Its best known products are the Aamulehti, Iltalehti, Kauppalehti and


Alma Media’s net sales in 2009 totaled MEUR 307.8 with an operating margin of 13.5 per cent. The company’s share (ALN1V) is listed in the NASDAQ OMX Helsinki Exchange. Read more at

  • Published: 16.3.2010, 11:00
  • Category: Press release, Releases

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