Preview Mode Links will not work in preview mode

The Business of Content

Apr 3, 2020

When we talk about the media industry, we’re usually discussing publishers that are geared toward a broad audience -- outlets like The New York Times or CNN or NPR. Even more niche publications like The Verge or Bon Appetit are designed to attract tens of millions of readers each month.

But there’s also an entire ecosystem of business-oriented publishers that operate in extremely narrow niches -- outlets aimed at sewage workers, electricians, and grocery store executives. Though their readerships are relatively small, they represent industries that collectively generate hundreds of billions of dollars each year. Because of this, B2B niche publishers, when run well, can be immensely profitable.

Industry Dive is one such B2B publisher. Founded in 2012, the company now produces publications that cover over a dozen industries. I sat down with one of its co-founders Sean Griffey to talk about Industry Dive’s origin story and how it bootstrapped its way to north of $22 million in annual revenue.