Case study: Stara Media (Finland)

From an interview with the founder Jocka Träskbäck 13.04.2011

The name of the publication and / or company

Stara Media Ltd.


2003, registered in 2004 (Kaupparekisteri 04.11.2004)

Web address

A form of the organization

A joint stock company

Describe the site or business in few words

Stara Media Ltd. is a privately owned web publisher, located in Tampere, Finland. Company publishes web news site which concentrates on entertainment news content – on music, movies, television, celebrities etc. The site offers also blogs, videos and video podcasts. The company has also published printed magazine called Stara but has stopped the magazine recently. is one of the most successful independent news sites in Finland.

Staff numbers

Who’s creating the content

Content creators, paid full-time

2  (editor in chief and one journalist)

Content creators, paid freelancers

Around 20 freelancers. 

System engineers: (techical maintenance, site design and development staff etc.) paid full-time

Technical maintenance is outsourced to Capnova. 

Business, marketing & sales, other

Outsourced to Verkossa Media Ltd. (independent ad network in Finland)

How is your time divided between doing business and content?

Founder and editor in chief Jocka Träskbäck: 70 percent business, 30 percent content.

How they make money

Revenue models and sustainability


From Taloussanomat







Revenue 1000 EUR 58 115 167 204 227
Growth in revenue % -18,40 100,60 44,70 22,20 11,30
Profit   1000 EUR 3 22 25 27 8
Profit  % 8,40 26,40 21,60 19,60 4,40
Personnel 1

What kind of advertisement you sell

Cost per impression

Selling products or services (digital or virtual)

Not at the moment 

Do you see your publication as your main product


What would be the most important thing on your road to sustainability?

“I founded the company in the very beginning with the idea that all possible (like making the news, technical maintenance, selling of ads) is outsourced. This keeps our fixed costs low which is important if some economical problems occur.”