Despite the size and revenue of many of these businesses, they lack clarity on their new obligations. To address this, Ekonews proposed a business-to-business (B2B) subscription-based online platform offering content behind a paywall.
The platform includes expert commentary, legislative summaries, ESG best practices, event calendars, FAQs, and a channel for consulting with specialists. While technically self-sufficient, Ekonews sought mentoring on marketing and monetising the platform effectively to ensure it meets the needs of its target audience.
Why did Ekonews decide to focus on this project?
As an independent media outlet founded without backing from large media houses or investors, Ekonews sought to diversify its revenue and reduce reliance on unpredictable advertising income. The introduction of a subscription-based model for specialised ESG content aimed at businesses was a strategic step to ensure financial sustainability.
How did applying design-thinking principles help?
Ekonews employed a user-centered approach by surveying around 50 ESG and sustainability managers before developing the platform. These insights helped shape the content, pricing, and features behind the paywall. They continue to refine the offering based on ongoing feedback, including a new subscriber survey and planned follow-up meetings in the autumn.
Did Ekonews’ approach change engagement with its audience in any way?
Although subscriptions were launched only recently in April, initial feedback from corporate users has been positive. With ESG legislation evolving rapidly in the EU, timely, tailored content has strengthened Ekonews' reputation and deepened engagement with its professional audience.
What challenges did Ekonews encounter and how did it address them?
A major hurdle came when the EU proposed relaxing the CSRD requirements, accordingly reducing the number of affected companies. Ekonews adjusted its messaging and narrowed its targeting to firms still affected by the requirements.
How was Ekonews’ project received by its audience?
The subscription model has been well-received, overall. Most readers recognise the value of supporting independent journalism. Some corporate users did question the price, prompting Ekonews to proactively communicate the value proposition, explaining that access to expert ESG content costs about one euro per day.
What insights or lessons did Ekonews gain from this project?
Flexibility has been essential. The team learned to adapt their strategy, offerings, and messaging based on both regulatory shifts and user feedback. Regular communication with users through surveys, personal outreach, and newsletters has proven vital in staying aligned with audience needs.
What does Ekonews plan on doing next?
In the fall, Ekonews plans to launch EcoHelpdesk, a consumer-oriented platform focused on sustainable living tips, targeting its younger, Instagram-based audience. On the B2B front, the outlet will continue refining subscription content based on new feedback and expanding outreach to companies unfamiliar with its platform.
What advice would Ekonews give to other journalists or organisations considering a similar path?
Start with research. Understand what the audience wants, what they are willing to pay for, and continuously test your assumptions through feedback loops. For paid offerings, tiered pricing and added-value features, such as branded content or podcast appearances for companies, can be useful. Ekonews also recommends maintaining open access to paid content within subscribed organisations, which can boost overall readership early in the model’s life cycle.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
