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Wednesday 27 April, 2011

Kesko Oyj

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 web service. The parties also agreed that K-Plussa
customers receive benefits from the subscriptions of 17 magazines published by

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 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 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 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:

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



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