Overview
Assessed and stress-tested MatPrat's own revenue-stream assumptions for self-financing through commercial activities, using its real traffic data and benchmarking against real media and food-content comparables.
Who This Is For
Global shipping companies, maritime service providers, or industrial organisations with 1,000-20,000+ employees seeking to build market authority and commercial visibility through content marketing and thought leadership. Typically operating in a relationship-driven sector where digital content has been treated as a communications afterthought.
The Challenge
MatPrat, the recipe and food website run by Norway's meat and egg industry information office (36 million visits and 9.7 million unique visitors a year), needed to assess whether its own assumptions about advertising, native content, affiliate and subscription revenue streams were realistic as it looked toward self-financing through commercial activity.
Our Approach
Working from MatPrat's real analytics, 36 million visits a year, 9.7 million unique visitors, 1.8 pages per session, we rigorously critiqued MatPrat's own revenue assumptions line by line, for example replacing an unrealistically high assumed CPM of 250 with a realistic net CPM of around 20 NOK, across four revenue models: display advertising, native and content marketing, affiliate, and paid subscription. The analysis benchmarked against real comparables including Aperitif.no, Allrecipes, Food52, Jamie Oliver's apps, and Schibsted/Finn.no's own pricing.
Impact
The work gave MatPrat's steering group a realistic, evidence-based view of which revenue models could actually sustain the site, rather than optimistic internal assumptions.
Delivered by a team at Making Waves (later NoA Ignite), engaged by MatPrat to assess their commercial revenue model. Any public information referenced here is used for identification and does not imply endorsement.
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Analytics
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