Focus 2011 out now: Finnish know-how in an imaginative package

The newest issue of Focus on the Economy and Technology, a magazine created for key audiences in Finland’s major export markets, presents the country’s strong points to the world in articles about water expertise, education, energy, design and more. The same central themes were emphasised in Finland’s country brand report in November.

“Finland has numerous strengths, some of which are still waiting to be discovered by the rest of the world,” says editor-in-chief Paula Parviainen of the Ministry for Foreign Affairs. “Focus fulfils a valuable role in increasing awareness of Finland, helping the country attract investment, business partners, students and tourists. Focus offers an excellent reflection of business and society in Finland, showing off our resourcefulness, our wide-ranging expertise and our partnership potential.”

A look at the commercialisation of “distinctive creativity” adds extra spice to the magazine. “Solid Finnish expertise also includes an element of fun, an idea that we convey with the magazine’s storytelling style and bold appearance.”

A version of the English magazine tailored to increasingly important partner nation India will come out in January. The Spanish, German and Russian versions of Focus are released in March, while Japanese and Chinese versions appear in the spring. With a length of 44 pages, this year’s Focus is more extensive than ever.

Focus has recently been attracting attention outside its target demographic: The 2010 issue is short-listed in the Best Redesign category of the international Eddie and Ozzie Awards, hosted by the American magazine FOLIO: (published by Red 7 Media). The competition winners will be announced on 13 January.

In addition to the Ministry for Foreign Affairs, the publishers of Focus also include the Ministry of Employment and the Economy, Tekes, Sitra, Invest in Finland and Finnfacts. The magazine’s main distribution outlets are Finland’s embassies, as well as export fairs and seminars showcasing Finnish know-how. Focus magazine is a pivotal tool in Finland’s public diplomacy, the work carried out by Finland’s more than 90 missions abroad.

Focus magazine’s production, layout and project management is handled by the Custom Publishing unit of Sanoma Magazines Finland, a part of the Sanoma Group.

Focus can be read online at  www.focusmagazine.fi(Link to another website.) (Opens New Window) Free copies of the magazine may be ordered at the same address.

Further information: Ms Paula Parviainen, Head of Publications and Promotion Group, Ministry for Foreign Affairs, Department for Communications and Culture, tel. +358 (0)9 160 55843, Ms Mervi Liukkonen, Director of Communications, Ministry of Employment and the Economy, tel. +358 (0)10 606 4786, Ms Minna Hakaoja, Communications Director, Invest in Finland, tel. +358 (0)10 773 0320, Mr Markus Kokko, Director, Finnfacts, tel. +358 (0)9 1315 1536, Ms Eeva Kiiski, Communications Officer, Sitra, tel. +358 (0)44 540 3367, Ms Anna-Maija Ikonen, Communications Manager, Tekes, tel. +358 (0)10 605 5731