Norwegian media giants unite to challenge FINN.no's classifieds dominance
- Three major Norwegian media groups form a new joint venture to compete with FINN.no.
- The alliance aims to strengthen their position in digital classifieds market.
- Partnership reflects broader trend of traditional media diversifying revenue streams.
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Three of Norway’s biggest media groups have moved to create a joint venture aimed at digital classifieds, in a sign that established publishers are still looking for a stronger position in a market dominated by FINN.no.
Schibsted, Polaris and Amedia have set up a new company, with each taking a one-third stake. The venture has already been registered with the Norwegian Competition Authority, suggesting the partners are pressing ahead with plans to build a shared classifieds operation.
Schibsted’s relationship with the classifieds business has shifted sharply in recent years. After separating its news media operations from Schibsted Marketplaces in 2024, the marketplace arm was rebranded as Vend in 2025. Schibsted Media, now once again using the Schibsted name, is wholly owned by the Tinius Trust and still holds a 20.5% stake in Vend.
That background makes the new venture look like a carefully judged return to a space the company had only recently stepped away from. Rather than a full-scale comeback through its own marketplace arm, Schibsted is now partnering with other Norwegian media groups to challenge the country’s leading general classifieds platform.
FINN.no remains the clearest target. The site is widely seen as Norway’s dominant classifieds marketplace, and the new company appears designed to give local publishers a better collective chance of competing with it in digital advertising and marketplace listings.
Source: Noah Wire Services · Original