Kauppalehti is a leading and oldest business newspaper in Finland focusing on marketing and economics. Is an integral part of each decision makers’ working day and is issued every weekday (Circulation: 86,577; Readership 193,000).

About ten years ago The Sanoma Corporation – the 2nd biggest media house in Scandinavia – decided to wipe Kauppalehti off the map with their own business daily newspaper, ‘Taloussanomat’. By the end of 2007 Taloussanomat was forced to terminate the printed version of newspaper. Taloussanomat brand was left alive only online at www.taloussanomat.fi.

Instead of a traditional advertising campaign the plan was created to do something a bit different and something much bigger. The 2nd of January 2008 was the first day when Kauppalehti was issued without it’s competitor, Taloussanomat. For just one day the name of the newspaper was changed. Instead of “Kauppalehti“ the name was changed to “Minä elän!“, which means “I’m alive!“.

Why those words? They are very important to Finnish culture as they are said to be the last words of the late Aleksis Kivi, one of the most famous national writers in Finland and one of the creators of the whole Finnish literature, when he understood that after his death he will continue living as long as there will be printed literature in the world. 

If you have any comments, suggestions or simply want to learn more about the results please email Mia Luostarinen (mia.luostarinen@tbwa.fi).