Efficient Business Journalism by Watch Media
Business journalism with a purpose
In the world of media and journalism, few outlets delve deeply into how the economy and key players influence business. General news media often take a broader approach, examining how policies affect society at large. However, this perspective does not always cater to the specific informational needs of industries, particularly strategic ones.
Watch Media (WM) recognized this gap and turned it into an opportunity. This Denmark-based media outlet shifted its content strategy, moving beyond just reporting on corporate activities. Instead, it provides in-depth insights into how businesses are shaped by economic and regulatory factors—right down to the details.
Kristin Stoltenberg, Editor-in-Chief of WM Norway, shared this perspective during our conversation in their sleek Oslo office in mid-May 2024. She emphasized that WM remains committed to delivering independent and fair business journalism, free from biases toward any particular interest group.
“We deliver independent and fair business journalism.”
— Kristin Stoltenberg, Editor-in-Chief, WM Norway
Starting with a small but mighty team
When WM first opened its Oslo branch, the team consisted of only two or three skilled journalists and an editor. Over time, as demand grew, they expanded and fine-tuned the team according to their needs.
Kristin believes that efficiency is key, and keeping teams small helps maintain agility. Each industry-focused team operates with just a few journalists, ensuring they remain highly productive while delivering daily online news.
High journalist productivity
During my visit, I met the energy sector team. That morning, there were only three of them, yet they were enthusiastically discussing oil price movements and their impact. Dressed in vibrant summer colors, they greeted me warmly while passionately debating market trends.
But it’s not just about discussions—productivity is crucial. Each journalist at WM is expected to produce two long-form articles per day. Alternatively, they can create five to six shorter articles, especially when covering fieldwork.
There are times when journalists attend conferences or long events, which can limit their output. In such cases, content production expectations are adjusted, with editors and journalists maintaining open communication.
With this high level of productivity, WM ensures readers receive the latest, most reliable business insights.
More on this topic: Watch Media’s Profitability Secret
Writing about business and its key players
Unlike general media, which often takes a consumer-centric perspective, WM focuses on the people driving industries forward.
Instead of broad coverage, WM delivers essential information that directly impacts the income and expenses of professionals in specific industries. This targeted approach is intentional—WM writes for industry insiders and business leaders, not the general public.
What defines news for Watch Media?
With a different focus comes a different definition of newsworthiness. At WM, a story isn’t just about general information; it’s about what truly impacts businesses.
New regulations, major mergers, and executive leadership changes all qualify as top-priority news. However, instead of publishing just one long article, WM takes a unique approach: it releases multiple shorter articles, each offering different angles on the same event. This method ensures readers gain a deep, well-rounded understanding of key business developments.
The power of niche journalism
WM’s strategy of covering strategic industries with high-quality content has proven highly effective. By keeping teams small, efficient, and productive while tailoring content to the needs of industry professionals, WM has successfully driven significant revenue growth.
Of course, a digital newsroom doesn’t operate in isolation. Collaboration across sales, marketing, and other departments is essential. But that’s a story for another day.
