Sanoma Kaupunkilehdet will start distributing the new Kaupunkilehti Vartti in the whole Helsinki metropolitan area on Monday 12 September.
Vartti's circulation is 460,000 and it is distributed in Helsinki, Vantaa, Espoo and Kauniainen in five regional issues. The tabloid comes out twice a week, on Mondays and Thursdays. Vartti's target is 600,000 regular readers in and around Helsinki. A delivery agreement has been signed with Finland Post.
− Reliable delivery is a great advantage. By using Post we are sure to reach every household in the area, says Vesa Railamaa, Sales Director of Sanoma Kaupunkilehdet, Sanoma's free sheet unit.
Also, the editorial content makes the paper different from other sheets.
− Vartti is more daring than the other sheets at the market, outlines Janne Kaijärvi, Editor-in-Chief.
− Sanoma's free sheet project has done well. Vartti's expansion will further strengthen our product range. In our core area, Vartti is a strong package serving our advertisers and readers and complementing to the subscription-based papers, says Mikael Pentikäinen, President of Sanoma Corporation.
From April to the beginning of September, the sheet came out in Eastern Helsinki under the name Kaupunkilehti Kymppi. Through the expansion to the whole metropolitan area, its name will change.
− Vartti, meaning 'a quarter', is a unit of time typical to city dwellers. You quite often need a quarter to do things or get something. We aim to give our readers all information of local interest in a quarter, says Kaijärvi.
Each regional issue will have news just about the own region.
− The sheet is strongly on the reader's side and makes a stand on local affairs. It is on the watch, digs out, and presses, promises Kaijärvi.
− Reader surveys show that this new type of a sheet meets reader expectations and even surpasses them. The readers have been very happy with both content and format. Strong content has attracted even lots of new young readers for the sheet, says Kaijärvi.
Kaupunkilehti Vartti is a daring tabloid also as to its appearance. Its layout has been designed by Hannu Pulkkinen, Chief Designer atIlta-Sanomat and Kimmo Koskinen, Layout Editor atUutislehti 100.
Sanoma Kaupunkilehdet Oy is part of the Sanoma Division of the SanomaWSOY Group.
Vesa Railamaa, Sales Director, Sanoma Kaupunkilehdet Oy, tel. +358 9 122 4373
Janne Kaijärvi, Editor-inChief, Kaupunkilehti Kymppi and Uutislehti 100,
tel. +358 9 122 4374
Niko Ruokosuo, President, Sanoma Kaupunkilehdet Oy, tel. +358 9 122 4380