From News to Platform: How Undercurrent News Built a B2B Subscription Model in Seafood.
Guest: Undercurrent News
About this episode
How Undercurrent News Turned Seafood Journalism Into a B2B Subscription Powerhouse. Subscriptions. Product strategy. Niche media done right.
In this episode of Insight Shapes News by Kilkaya, Nils Ove Håland Riise speaks with Tom Seaman, founder and editor-in-chief of Undercurrent News — the go-to B2B platform for the global seafood industry.
With over 70% of its revenue now coming from subscriptions, Undercurrent is more than a niche publication. It's a strategic product built for industry decision-makers — combining journalism, pricing tools, and trade data to drive retention and value.
- How Undercurrent News scaled globally in a specialized market
- Why B2B subscription models are booming — and how to sell them
- How content, data, and pricing tools create deeper audience engagement
- What happens when editorial and commercial teams collaborate
- The real value of niche media — and how to unlock it
- And yes… Tom finally answers: "How much is the fish?"
If you work in digital publishing, product, subscriptions, B2B media, or newsroom innovation, this episode is a masterclass in what modern media businesses can become.