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Danish digital entrepreneurs work under flag of 250-year-old regional newspaper

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Danish digital entrepreneurs work under flag of 250-year-old regional newspaper
Photo: Iris
16:03 CEST+02:00
In the centre of Aarhus resides a small entrepreneurial office that works towards rethinking the way online communities and marketplaces are used.

It seems almost ironic that digital frontiers are being pushed forward from inside an old three-storied, half-timbered house, from well before the internet age.

But if you look inside you will find a bright, modern office environment with nearly twenty desks belonging to developers, marketers and entrepreneurs working on a myriad of websites and communities.

This is the office of Bazoom, a company founded in 2002 that is now a market leader within Danish online communities and marketplaces. In 2015, the company was acquired by Nordjyske Medier, a media group centred around 250-year-old newspaper Nordjyske Stiftstidende.

READ ALSO: Denmark is still Europe's digital leader

Bazoom's online communities touch on areas as varied as motorcycles, tractors, boats, horses, rodents and baby equipment. Many of its sites were already well established, with a steady user base, such as website and app TjekBil, which every month garners around 109,000 sessions for users checking sales and service histories of second-hand cars.

“I believe that they felt that the persistent online development of Bazoom was a good fit for [Nordjydske Medier's] digital strategy,” says Mark Andersen, commercial manager at Nordjyske Medier's Aarhus subsidiary.

“With the broad scope of Bazoom's activities, the media group bought into a well-defined and focused strategy. By developing delimited communities and marketplaces, we connect sellers and buyers within a certain field, thereby making it a lot easier for advertisers to locate their potential buyers,” Andersen said.

While the profitability of the Bazoom branch remains a company secret, Andersen says that the branching out of media companies is not just limited to Nordjyske Medier - other Danish media have also delved into the digital abyss following the difficulties facing traditional journalism.

“One of the benefits of being under the wings of a big media group is the easy access to its different subsidiaries. Upon the launch of [affiliate site offering price comparison on online loans] TjekLån a few months ago, we used the different and relevant subsidiaries of Nordjyske Medier to raise awareness of the site and drive traffic,” said Andersen.

The digital landscape is constantly changing, making it virtually impossible to 'future proof' any company. Entrepreneurial offices like the Bazoom branch prioritise innovation and interchangeability, so in a way they are well suited for the uncertainty that the future holds.

Andreas Bjørn Madsen holds a Master's degree in Information Science and Cultural Communication from the University of Copenhagen, specialising in culture, media and digitality. 

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