Digital media consultant Mark Challinor continues the News Horizons series by talking to the people shaping tomorrow’s media. Today, it is Tuomas Airisto, chief commercial officer at Sanoma Media, Finland under the microscope.
At Sanoma Media Finland, Tuomas says his job is clear: drive commercial growth that matters. No excuses, no hiding behind market shifts, he says he has to turn change into opportunity.
Before stepping into Sanoma’s CCO role, Tuomas led Avidly Plc., which was then listed in Nasdaq First North Helsinki. When he joined Sanoma in 2018, it was to continue the company’s transformation and drive digital advertising growth at the leading Finnish multi-channel media company.
The same principles apply today: “No excuses, only opportunity. Because when the media changes, you don’t sit back. You lean in and make the move”?
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He explains that the advertising market has long felt like a two-horse race dominated by Google and Meta. But in Finland, Sanoma Media is proving there’s a third way – and it's powered by AI, attention metrics, and a refreshingly simple pitch to advertisers.
Airisto isn’t sugar-coating the state of the traditional media market. It’s been in a “long-term decline.”
Yet, as he looks toward 2026, he sees a turning point. Digital growth is finally starting to fully offset the erosion of print and linear channels.
How?
By not trying to be the next social platform, but by being a better version of themselves.
And for that, the interview leads towards the inevitable. AI. For Sanoma, AI isn’t a standalone product for a quick buck; it’s the “engine” driving their core business.
“Monetisation has so far been mostly indirect,” Airisto notes, coming from productivity gains and a better user experience.
He sees AI being woven into every step of the business, from the newsroom to ad sales. This isn’t about replacing humans, but augmenting them. Sanoma’s AI-enhanced sales teams are being freed up from mundane tasks, allowing them to focus on what really matters: consultative selling and building long-term relationships with agencies and advertisers.
The lesson for other media companies?
Don’t chase the shiny new product. “The first step should be integrating AI into existing workflows to gain scale and momentum,” Airisto advises. Only then can you shift to major product innovations.
But all the efficiency in the world can only do so much to correct an adverse ad market. In a market where Google and Meta still hoover up digital ad spend, Sanoma is fighting back by focusing on the fundamentals. The core principle is ambitious but simple: “improve advertiser results and make the process as easy as possible.” This strategy has helped shift ad spend away from search and social and back to publishers, he says.
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Airisto cites its “superior reach, greater than social media,” and focus on attention metrics as key differentiators. He points to short-form video embedded in news articles, which generates “many times better the attention” than similar content on social media.
For media buyers and planners, many of whom are “digital natives” who might not instinctively see the value of traditional media like print, Airisto has a direct challenge: “If including print in the media mix improves ROI, it should be considered. Otherwise, planners risk optimising for convenience, image, or agency profit, rather than advertiser results."
This is garnering positive results.
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From Airisto’s perspective, the news business isn’t on its deathbed; it’s in a state of continuous evolution. He outlines a future where:
High-quality, trustworthy journalism and emotional storytelling remain the bedrock. The demand for great content isn’t going anywhere.
Sanoma believes in two robust revenue streams: subscriptions and advertising. Their 60/40 revenue split proves it’s a model that works. Subscriptions provide engagement and data, while advertising supports the reach.
The key to reaching audiences, especially younger ones, isn’t just about what you publish, but how it’s consumed. Digital audio and short-form video are seeing rapid growth and are essential for driving engagement.
Media companies’ biggest challenge is managing the transformation of consumption habits. The mindset needs to shift from “losing as little as possible” to “winning in the future."
Airisto sees a future where quality content remains vital, but monetisation models may shift as new intermediaries emerge. However, traditional media companies that “adapt to or drive consumption changes will maintain, or even strengthen, their position.”
He leaves us on a positive note. The advertising market is “vast,” media companies just need the right strategies to reclaim their share.
Despite challenging market conditions in Finland, Sanoma Media has maintained stable revenues (inc a small growth in subscriptions), especially with VOD, offsetting a small decline in advertising.
According to Airisto, AI is not a separate product but an integral part of the business, enhancing everything from content creation to ad sales. While direct monetisation is limited, AI indirectly boosts revenue through improved ad performance and consumer engagement.
Airisto advocates for media companies to integrate AI into existing workflows first to build momentum. The company’s core strategy is to simplify the advertising process and demonstrate superior ROI, leveraging its market-leading reach and attention metrics.
Sanoma maintains a 60/40 revenue split between subscriptions and advertising, believing both are essential for engagement and reach.
Looking ahead, as the news business continues to evolve, Sanoma’s digital audio and short-form video will play an increasingly important role in reaching younger audiences.
Last week Mark spoke with Sherry Phillips, CEO at Forbes Media