#5 How Much Is the Fish? How Undercurrent News Turned Niche Coverage in Seafood Into a High-Retention B2B Subscription Business. Tom Seaman at Undercurrent News

How do you turn a niche publication into a must-have industry platform?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Tom Seaman, founder and editor-in-chief of Undercurrent News — a B2B media company covering the global seafood industry.With over 70% of its revenue coming from subscriptions. But the real story? Undercurrent went beyond content — building pricing platforms, trade data tools, and a product-led approach that drives value and retention.🎧 Topics we cover:How Undercurrent grew a global audience in a specialized marketThe evolution from newsroom to data-driven publishing and combining itWhy B2B subscriptions are thriving (and how to sell them)Editorial and sales working together (yes, really)What it takes to build lasting value in niche mediaAnd yes — Tom answers the question: “How much is the fish?”If you work in digital publishing, subscriptions, product, B2B media, or newsroom innovation — this episode is packed with strategies, learnings, and a few laughs along the way.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the news industry.Chapters:00:00 Trends and Challenges in the Global Seafood Market03:00 Building a Niche Media Powerhouse05:56 The Vision Behind Undercurrent News09:11 Understanding the Seafood Sector11:55 Balancing Coverage: Comprehensive vs. In-Depth15:08 The Shift to Subscription Revenue17:53 Sales Strategy and Customer Engagement21:07 The Importance of Data in Seafood Reporting24:02 Developing a Pricing Portal27:04 Challenges in Data Collection29:56 The Future of Seafood Data Services34:40 Navigating the Seafood Sector's Complexity39:23 The Art of Data-Driven Storytelling43:28 Editorial Decision-Making in Journalism49:36 Building a Global Journalism Team53:00 Hiring for Expertise vs. Talent58:16 Lessons from Building a Niche Media Company01:05:49 The Future of Journalism in an AI World#B2BMedia #NicheMedia #DigitalPublishing #Subscriptions #Journalism #SeafoodIndustry #MediaInnovation #AudienceStrategy #NewsroomTransformation