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
Publishers, content sites and industry-funded platforms with large audiences, exploring whether they can pay their own way. This case is most useful if:
- you have significant traffic and are considering commercial revenue
- your revenue assumptions have not been tested against market rates
- you are weighing advertising, native content, affiliate and subscription models
- a steering group needs a realistic view before it commits
The Challenge
MatPrat, the recipe and food website run by Norway's meat and egg industry information office, attracts 36 million visits and 9.7 million unique visitors a year.
As it looked towards self-financing through commercial activity, it needed to know whether its own assumptions about advertising, native content, affiliate and subscription revenue were realistic.
Our Approach
We critiqued MatPrat's revenue assumptions line by line, working from its real analytics: 36 million visits a year, 9.7 million unique visitors and 1.8 pages per session.
- Four revenue models tested: display advertising, native and content marketing, affiliate, and paid subscription.
- Realistic pricing: for example, an assumed CPM of 250 replaced with a realistic net CPM of around 20 NOK.
- Real comparables: benchmarks including Aperitif.no, Allrecipes, Food52, Jamie Oliver's apps, and Schibsted and Finn.no's own pricing.
Impact
A realistic view of what could pay. MatPrat's steering group gained an evidence-based picture of which revenue models could sustain the site, rather than optimistic internal assumptions.
A business case is only as strong as its unit price. Correcting one assumed CPM from 250 to around 20 changes the whole conversation.
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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