Watch Media’s Profitability Secret
The journey of Watch Media
The success of Watch Media (WM) in the digital media landscape is nothing short of remarkable. This Denmark-based media company has implemented a scalable and profitable business model, thriving on high-quality journalism driven by digital subscriptions.
With this approach, revenue grows, subscribers increase, and journalistic integrity is preserved. WM stands as a prime example of a media outlet that has navigated the digital era successfully while maintaining top-tier content quality.
Although this story has been mentioned in previous blog posts, it’s worth revisiting for those who may have missed earlier articles about WM’s impressive journey.
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As of May 2024, WM operates 18 digital media platforms targeting specific industries in Denmark, along with eight international media outlets based in Frankfurt and Cologne, Germany, and Oslo, Norway.
During a visit to WM’s sleek and comfortable Oslo office in mid-May, Kristin Stoltenberg, Editor-in-Chief of WM Norway, shared insights on their approach to journalism, emphasizing their commitment to independent and fair reporting.
“We provide independent and fair business journalism.”
— Kristin Stoltenberg, Editor-in-Chief, WM Norway
WM’s focus is on producing content that empowers decision-makers in strategic industries to make informed choices. Their ambition? To be the leading business media in Northern Europe.
This focus sets WM apart from general news media. According to Kristin, they selectively publish only what they deem essential for industry stakeholders.
Their coverage includes updates on new regulations affecting businesses, leadership changes in companies, and even CEO birthdays—details that matter to their niche audience.
A blend of subscription, freemium, and advertising
WM’s business model follows a freemium approach—offering basic content for free while reserving premium articles for paid subscribers.
Most revenue comes from corporate subscriptions, available through personal or IP-based licenses. These corporate subscriptions form the backbone of WM’s revenue stream.
To complement this, WM also monetizes through banner ads and job advertisements. This diversified revenue strategy strengthens WM’s financial health without compromising journalistic quality. It also allows WM to reach a broader audience while maintaining a steady income flow.
This hybrid model has yielded impressive results. In 2023, WM recorded a 112% increase in revenue, a testament to the success of their business strategy.
With 34 full-time employees, WM doubled its subscriber base and successfully launched three new media platforms, bringing their total number of operated sites to six.
These achievements prove that their expansion strategy is on the right track—evidenced by continuous growth in readership and subscriptions.
A bold vision and expansion strategy
WM’s digital transformation is driven by a clear vision: to become the leading business media in Northern Europe, with a sharp focus on industry-specific journalism.
Their expansion strategy revolves around continuous investment in high-quality content. By prioritizing coverage of strategic industries, WM ensures they remain relevant and indispensable to their readers.
This expansion is not just measured by the number of new platforms launched, but also by the increasing number of subscribers and their growing influence in the international market.
Achieving product-market fit
One of WM’s biggest strengths is its precise alignment with market needs. Their commitment to consistent, reliable industry coverage and unbiased company monitoring has made them a trusted source of business intelligence.
This approach delivers significant value to their clients, ranging from large corporations to small and medium enterprises (SMEs) in specific industries. WM has built a platform that not only delivers news but also serves as a shared reference framework that strengthens communication within various sectors.
The future of digital media profitability
WM’s digital transformation story highlights a key lesson: profitability in media is achievable through consistent high-quality journalism and an adaptive business model.
Digitalization is not just about modernizing operations—it unlocks new opportunities for expansion and revenue growth. WM’s continued success proves that a strategic, well-executed approach to digital journalism can lead to sustained profitability in today’s competitive media landscape.
