The article focuses on the everyday use of proverbs, concentrating on proverbs in two Finnish newspapers and using some of the results of the previous cooperative paremiologic project^. The study highlighted some special cases in the use of proverbs in Finnish daily newspapers as the fairly rich use of proverbs in the titles and sub-headings of TV programmes. This article focuses on proverb use in ti-tles, studying it as a culture-bound phenomenon. The article combines two phenom-ena originating from different eras and living conditions. On the one hand, Finnish proverbs originate from an oral agrarian context and often use old-fashioned, agrar-ian language and concepts, but in contemporary use they exist in a new context. The television, however, is a relatively new phenomenon; it has been more than just a pure technological innovation. The article’s perspective is based in folkloristic paremiology.