Sanoma published an announcement about the termination of the radio channel.
Ida-Liina Huurtela is the host of the channel. Four
The message says today in its published announcementthat the Me Naiset radio channel will stop.
According to Sanoma, the channel will change to the Easy Hits channel. Easy Hits is a completely new radio channel. The changes will take place at the end of March.
Me Naiset radio operated for about two years. According to Sanoma, the channel did well in its own target group.
– However, its audience is also well reached by Sanoma’s other radio portfolio, and the goal of the change is now to increase the audience and strengthen reach even further in the core target group.
– Our goal is to continue to be the market leader of the most commercially important listening target group, 25-54 year olds, and all our measures are aimed at this, Nelonen Media’s head of audio business Jussi Suvanto states in the announcement.
Sanoma will continue to develop the audio dimension of the Me Naiset brand to support print, online and social media content.
The listening times of the Me Naiset radio channel have remained at roughly the same readings for the past two years. In December 2021, the channel reached 27,000 listeners every day. At that time, the weekly reach was 114,000 listeners. Now in March 2023, according to Finnpanel, the daily reach is 25,000 listeners and the weekly reach is 102,000 listeners. According to the latest measurement, the daily reach of all radio channels is approximately 3,180,000 listeners in Finland.
Criticism and change of presenters
In 2021, it was reported that the radio channel was downright in turmoil. Radio presenters Alina Kangasluoma, Ida-Liina Huurtela and Elli Collan ended up on the channel. Two days after the news was published, radio host Jenni Alexandrova also left the channel. Ida-Liina Huurtela has since returned to the channel.
Me Naiset radio was in time replaced by Radio Aalto. At the time of its launch, the radio channel received a lot of criticism on social media – especially from women. The content of the channel was considered a gendered and stereotypical image of femininity.
The press release published by Sanoma states that Helmiradio will also stop using radio frequencies and change to the GrooveFM format. However, Helmiradio can be listened to in the Supla audio service.