Pirkka and Dialogi to continue cooperation

K-PLUS OY PRESS RELEASE 27.04.2011 AT 17.00 1(1) K-Plus Oy and Marketing Communications Dialogi Ltd have signed a continuation of their agreement concerning the Pirkka family of publications, which extends to 2014. The agreement covers the Pirkka and Birka magazines, the K-RuokaPirkka leaflet and the Pirkka.fi web service. The parties also agreed that K-Plussa customers receive benefits from the subscriptions of 17 magazines published by A-lehdet. The K-Group's customer magazine Pirkka, established in 1933, is the magazine with the widest circulation and readership in Finland. According to Finnish Audit Bureau of Circulations (KMT 2010), the magazine already has over 2.9 million readers. The Pirkka magazine and the Pirkka.fi website together constitute a modern media, useful for customers. According to reader surveys, the magazine is mostly thanked for its good cooking recipes and practical ideas, tips and instructions for interior decoration, renovation, building, clothing, beauty care as well as leisure and hobby interests. "This agreement is a continuation of our efficient cooperation and enables the publications to be developed even further. Dialogi has been able to continuously develop the Pirkka magazine and the Pirkka.fi web service to meet the needs of our customers," says K-Plus Oy's Managing Director Niina Ryynänen. "It has been very interesting to develop Finland's widest read magazine and the web service which supports it. We have a flexible operating model and mutual understanding with Kesko. I see this agreement as a proof of strong confidence in Dialogi," says Dialogi's Managing Director Antti Eränne. The cooperation between K-Plussa and A-lehdet began in 2007. Managing Director Niina Ryynänen points out that the development of publications requires long- term cooperation. The Pirkka magazine and the website are continuously developed to meet changing customer needs as well as possible. At present, an extensive development of the Pirkka.fi website is underway and the new service will be made available in May 2011. Further information: Managing Director Niina Ryynänen, K-Plus Oy, tel. +358 1053 37100 Managing Director Antti Eränne, Marketing Communications Dialogi Ltd, tel. +358 40 724 2524 K-Plussa is the most extensive and diverse customer loyalty programme in Finland which offers benefits to its customers from over 3,000 shopping places and over 40 business partners. There are over 3.6 million K-Plussa cardholders in nearly two million households in Finland. Further information is available at: www.plussa.com. Marketing Communications Dialogi Ltd is a subsidiary of A-Lehdet and Finland's largest designer and creator of customer media. Dialogi produces more than 30 different customer, personnel and stakeholder magazines. Dialogi is a fast developing and profitable company which has reached market leadership in a short time. Web solutions that support customer communications are an essential part of Dialogi's operations. In 2010, Dialogi's turnover was €17.3 million. This announcement is distributed by Thomson Reuters on behalf of Thomson Reuters clients. The owner of this announcement warrants that: (i) the releases contained herein are protected by copyright and other applicable laws; and (ii) they are solely responsible for the content, accuracy and originality of the information contained therein. Source: Kesko Oyj via Thomson Reuters ONE [HUG#1509645]