Overview of business media for professionals in Denmark: B2B media and B2G media.

Jakob Kemp HessellundNovember 15, 2024

If you have a message for a specific professional group, you can aim to get coverage in a number of trade and industry media that directly target the professional group.

Liste over danske erhvervsmedier, primært B2B-medier og nogle B2G-medier

This article focuses on business media, primarily B2B media and some B2G media.

Example: A new innovation in plastics?

If you are looking for people working to reduce microplastic pollution, you could go for WasteTech, CleantechWatch, Plastforum and Plast Panorama. And maybe also ShippingWatch, Altinget Miljø, Klimamonitor, Kemifokus, EcoTech, SCMNews, CSR.dk and many more depending on what elements your story covers.

This is the case for most industries – there are a wide range of opportunities to reach your target audience.

Increased professionalization

The many industry-specific media outlets have become more and more professional because competition among media outlets has increased dramatically in recent years: the big media houses regularly launch new niche media outlets where they write about everything that is happening in a specific industry so they can sell subscriptions to professionals in that industry.

This means that these media have a very limited readership, but on the other hand, they cover a very large part of the professional group. Journalists often write for several of the media within the same media house, and articles are often published in several of the niches, perhaps with a slight adjustment to each niche.

We did a survey five years ago of the big media houses’ niche media, and in the meantime many more have been added:

  • Watch media: From 10 to 16
  • Ingeniøren PRO: from 6 to 11
  • Politiken Monitor Media: From 2 to 9.

So here’s an updated list of business niche media in Denmark. If you miss anyone on the list, let us know and we’ll be happy to add them. The list is very simple, but write to Jakob or Mark if you want to know which media write for your target audience.

We have divided the overview into:

  • The big media houses
  • Smaller B2B media houses
  • Professional media for the public sector

NB: We have not included the standalone industry media published by interest groups – they can also be an option, but it would be too extensive to list here.

Paid niche media at the major Danish media houses

Jyllands-Posten

Finans.dk also provides the journalism for Jyllands-Posten’s business section, the classic salmon-colored pages. Finans and Børsen compete to be Denmark’s leading business media.

Watchmedier

Has a close collaboration with Finans and Jyllands-Posten, and an article in a Watch media can easily find its way to Finans and JP’s columns.

Børsen

Børsen does not have dedicated niche media like JP and Politiken – the niche content is included on the main site and as a supplement to or in the printed newspaper, which is still delivered to many companies.

Børsen’s main shareholder is Bonnier, but JP/Politikens Hus has a large minority shareholding.

The most profiled sections at Børsen:

Børsen is a sister company to Dagens Medicin, which also publishes the digital media Dagens Pharma and Kommunal Sundhed.

However, the owner of Børsen, Bonnier, also owns other media, including Estate Media in Denmark.

Bonnier also owns a wide range of consumer magazines in Denmark, such as Bo Bedre, Bilmagasinet, Costume and others – but in this article we focus on business media, so we’ll stick to those.

Politiken

Politiken traditionally has almost no business content and the newspaper has a large audience in the public sector, NGOs, researchers, etc. Their niche media reflect this and are published by Monitormedier – Politiken Nicher A/S.

Ingeniøren (the engineer)

Ingeniøren is not owned by JP-Politiken like the other three main media outlets above, but by IDA, the union for engineers. Therefore, the content is targeted at engineers and similar.

Ingeniøren PRO contains the following niche media:

Berlingske?

Berlingske publishes four media, only one is close to being a business-oriented niche media in this sense: EuroInvestor, which writes news about listed companies and other things for private investors.

Berlingske used to have a large Business section, but both Børsen and Finans currently publish about four times as many business stories as Berlingske.

The smaller B2B media houses

There are also a handful of media houses, each publishing a wide range of industry media:

Horisontgruppen

Nordiske Medier

TechMedia

Online media:

Trade journals / Magazines from TechMedia:

Independent, standalone major B2B media:

Media for government professionals – B2G:

NB: See also Monitor Media, which we have written about above.

Altinget

A solid media about politics. It has the following niches that you can subscribe to:

DKNyt

Started as a media under Kommunen.dk, it now has a number of niches:

Du ville måske også kunne lide