Case study: (Finland)

The name of the publication and / or company


Registered in 2001.

Web Address

Form of the company

Jatkoaika is a registered association, located in Helsinki, Finland.

Describe your site or business in few words. is a website which concentrates on ice hockey. It publishes news, articles, interviews, columns, match reports and photographs about Finnish ice hockey leagues and about NHL. The site has also an active message board. All the content is produced by volunteering ice hockey fans. The editing is also done by volunteers. At present there are around 200 volunteers involved in the making of is one of the most successful independent on-line sites in Finland.

Jatkoaika was formed as a continuation for a popular Finnish ice hockey news forum Kiekkopesä which was ended in the early 2000s. The hockey fans that started did not have high expectations but to their surprise it turned out to be a success. The founding costs were low because people involved took it as a hobby. The site became popular and within a few years time it was already profitable. The main goal was to offer original, fan-made content to ice-hockey fans in Finland.

One of the founders explains in the research interview that they see as more independent journalistic organization compared to the mainstream media in Finland. “It has been very important for us that we can write just the way as we want and bring new voices in the discussion about hockey. It has been for decades so that in Finland the journalists from the regional newspapers have been going to saunas with the executives of the teams or maybe even becoming members of their Boards. So the mainstream media coverage of the teams has been quite one-sided.”

Staff numbers

Who’s creating the content

Content creators, unpaid

Around 200. None of the content creators or members of the core team are getting any money from their work.

Are some of the content creators citizen contributors or interns?

There are around 200 hockey fans that are contributing to the site at least few times a year. Then there is a group of 50 very active contributors who are producing content almost every day. The core group consists of 10 people who are involved in developing the site economically and technically. The webmaster takes care of the maintenance work of the site and then there are editor-in-chief and subeditors who are taking care of the content production.

Business, marketing & sales, revenue share

There are few people selling advertisements, paid by provision of their sales.

1 system engineer, paid full-time.

How they make money

Revenue models and sustainability

Would you say your business model is sustainable?


How much is your yearly or monthly revenue?

The turnover of the last year was more than 150 000 EUR (200.000 USD). has been profitable for years. The founders believe that if the site would be  for –profit one, the revenue could be multiple. Now the profit has been used for developing the site and also donating funds to charity, for example to organizations helping children from low-income families to start to play hockey.

What kind of advertising you sell?

Banner ads and Cost per action.

Do you sell following virtual or physical products?

None at the moment but before has sold content to the Finnish ice hockey league’s website and to some teams.

Do you see your publication as your main product?


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

Employees and volunteers with enough know-how.