Is it true?

Is it true?

I've spent a good amount of time in Finland on business visiting local and national newspapers and it is hands down one of the most technologically advanced countries in the world. Mobile phones, Internet, GPS, everything electronic...you'll find it in Finland. That is why I was dumbstruck today to see an article saying that 70% of Finnish young adults subscribe to a newspaper. If true, that is a remarkable stat and very encouraging:

Helsinki, 17 October, 2005 — According to a study by Taloustutkimus for the Finnish Newspapers Association in May 2005, almost 70% of young adult households in Finland subscribe to a newspaper. In addition, 56% of young people read newspapers every day, and 64% use the Internet almost daily. On weekdays, young people use 19 minutes a day on average to read newspapers, and 30 minutes during weekends. Young people spend 52 minutes online on weekdays, and 46 minutes during weekends. One fourth of young people visit the sites of online newspapers once a week, and about one third never visits these sites.

Question - Why are these "positive" studies always done by the newspapers, NAA or any other vested interest? I'd pay money to see a neutral party giving these stats. It's not that I don't trust the NAA, well maybe, they have too much to lose, but having an unbiased opinion speaking positive news on this industry would be very welcomed. It just seems that those people (market analysts, etc) hardly ever have anything nice to say about the future of traditional news. So who too believe?