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)
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 Stara.fi 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. Stara.fi is one of the most successful independent news sites in Finland.
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
|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|
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.”