5 Key Strategies for Watch Media’s Success
A Hidden Gem in Business Media
Before 2024, I had never heard of Watch Media (WM). It wasn’t until early May 2024 that I first came across its name—through a conversation with Grzegorz Piechota. Greg, as I have always called him, introduced WM as a shining example of a successful B2B media company.
A few weeks later, in mid-May 2024, I had the opportunity to visit one of WM’s offices, not in Copenhagen, Denmark, but in Oslo, the capital of Norway. I was intrigued to discover that Watch Medier, as it is known, had established its Norwegian base in a prime city center. The office, relatively new and situated in a strategic corporate building, exuded professionalism.
Founded in Denmark, WM is a part of the JP/Politiken Media Group, often regarded as one of the most influential news organizations in the country. According to its LinkedIn profile, WM has successfully launched 17 digital business media platforms across Denmark since its inception in 2010. It is an impressive feat by any standard.
During my visit to WM’s Oslo office, which was undergoing renovations at the time, I had the pleasure of speaking with Kristin Stoltenberg, the Editor-in-Chief for Norway. Kristin, a sharp and insightful media leader, shared how WM had expanded beyond Denmark into Norway and was already planning to establish a presence in Sweden.
5 key lessons about subscription model
WM has fully embraced the subscription-based business model, and it has paid off. The company reported a staggering 112% revenue growth compared to the previous year. But this success isn’t just luck.It’s the result of strategic decisions and market-driven initiatives.
Here are five key strategies that have fueled Watch Media’s success:
- Consistent and credible industry coverage
WM focuses on providing continuous and credible reporting on various industries. By maintaining high journalistic standards and consistently covering niche sectors, the company ensures that its audience perceives it as a reliable source of business news. - Prioritizing content for audience relevance
Understanding that information overload can be overwhelming, WM structures its news flow based on priority. This strategic content curation helps readers easily access the most critical and relevant industry updates. - Objective industry monitoring,even for competitors
WM provides an unbiased media monitoring service, keeping track of developments in competing news outlets. This neutrality strengthens its credibility and positions WM as a comprehensive industry news provider. - Becoming a reference point for stakeholders
By publishing content that serves as a common reference framework for industry players, WM facilitates better communication and a shared understanding among business stakeholders. - Connecting key players in the industry
WM plays a crucial role in keeping industry professionals informed and connected, fostering collaboration and knowledge-sharing within their respective sectors.
Through these five strategies, WM has successfully positioned itself as a go-to source for reliable reporting, objective monitoring, and effective industry communication.
Don’t miss: How Watch Media Conquered the Niche Market
A double revenue and subscribers
While WM primarily operates on a subscription-based model, the company smartly combines different revenue streams, including freemium access, corporate subscriptions, and advertising.
- Freemium Model: Basic content is available for free, attracting a larger audience, while premium features and in-depth reports require a paid subscription.
- Corporate Subscriptions: WM partners with companies that need high-quality industry insights for their employees.
- Advertising Revenue: While not the primary source of income, advertising supplements subscription revenue.
This hybrid approach has allowed WM to attract more users while still maintaining a steady stream of revenue from both advertisements and paid subscribers. As a result, WM doubled its revenue and subscriber base compared to the previous year.
By May 2024, WM had expanded to six media platforms, adding three new sites within the past year. This rapid growth was fueled by its strategic geographical expansion and a lean yet highly productive team of just 34 full-time employees—a testament to its operational efficiency.
Looking ahead, CEO and Editor-in-Chief Anders Heering remains committed to expansion and continued investment in the Norwegian market, aiming to attract more investors and industry leaders.
“Our plan to make Watch Media the leading media company for Norwegian business is well underway. Every month, we gain more readers and subscribers, reinforcing our desire to further invest in Watch Media Norway.”
(Anders Heering, CEO of Watch Media)
Will other media companies, including those outside Scandinavia, follow in WM’s footsteps? Only time will tell. But, one thing is clear: Watch Media’s subscription-driven model is a masterclass in sustainable media business growth.
