WF Media

What WF Media does

WF Media (Westwick-Farrow Media) is a privately held Australian B2B media company founded in 1981, headquartered in North Ryde, Sydney, and operating as an associate company of Universal Media Co. The company operates 12+ niche media brands organised into three industry groups: Technology (Technology Decisions, ECD, Critical Comms, GovTech Review), Industrial (Safety Solutions, Process Technology, What's New in Electronics, Sustainability Matters), and Food, Healthcare & Science (What's New in Food Technology & Manufacturing, Lab+Life Scientist, Hospital + Healthcare, Aged Health). The portfolio reaches over 250,000 qualified decision-makers across Australia and New Zealand, producing 5,680 editorial items and 28 million ad impressions annually, with 1.99 million website visits and 4,829 leads delivered to advertisers.

The company runs the Comms Connect event series — now in its 17th year across Melbourne, Sydney, and Auckland — alongside roundtables, breakfast seminars, and experiential events. Its underlying technology consists of conventional digital publishing infrastructure (websites, email newsletter systems, event management tools) without proprietary platforms. Revenue is generated primarily through advertising across owned media channels (digital, print, email, newsletters, microsites), event sponsorships and exhibitions, content marketing and lead generation services, design and production services via an in-house Design Studio, and premium directory listings and microsites. Magazine subscriptions are free for qualified professionals (freemium model) while advertising, sponsorship, and service pricing is quote-based.

WF Media's go-to-market is sales-led, with a direct sales team handling advertiser enquiries via phone and email, supplemented by event-driven (Comms Connect), community-led, and channel-partner motions through associations including ARCIA, RFUANZ, ITPA, and Public Sector Network. The company is privately held with no disclosed venture capital or private equity ownership, and revenue, funding, and headcount details are not publicly reported.

Name

WF Media

Legal name

Westwick-Farrow P/L

Website

https://wfmedia.com.au

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

WF Media is an Australian B2B media company operating 12+ niche media brands and the Comms Connect event series across technology, industrial, and food/healthcare/science sectors, reaching 250,000+ qualified professional decision-makers in Australia and New Zealand via omnichannel advertising and marketing services.

Ownership category

akta.pro rank

Product category

Trade Media Publishing and Events

NAICS

Periodical Publishers (513120), Media Buying Agencies (541830), Media Representatives (54184)

SIC

Newspapers: Publishing Or Publishing & Printing (2711), Services-Advertising (7310), Miscellaneous Publishing (2741)

akta.pro primary industry

Newsletters & Email-Based News Publishers (B2B/B2C) (MPAJADAJ)

akta.pro secondary industries

Food, Cooking & Beverage Magazines (MPAJAEAF), Technology & B2B PR (MPAAADAC)

Keywords

• B2B media publishing
• Trade magazines
• Industry events
• Lead generation
• Content marketing

Headquarters

HQ city

Wahroonga

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising Revenue: The primary revenue driver is advertising across owned media channels including digital advertising, print magazine advertisements, email newsletters, and website placements. The company guarantees circulation figures audited by CAB.
2. Event Sponsorships and Exhibitions: Revenue from Comms Connect series (annual conferences in Melbourne, Sydney, Auckland), roundtables, breakfast seminars, and experiential events. Events generate sponsorship revenue and booth/attendance fees.
3. Content Marketing and Lead Generation Services: Fees for sponsored content, native advertising, featured content placements, lead generation campaigns, and content remarketing services.
4. Design and Production Services: Design Studio provides paid services including magazine and digital advertisement design, brochure and catalogue design, printing, photography, video production, and full-service brand development.
5. Premium Listings and Microsites: Company listings in industry directories and dedicated microsites provide SEO benefits and enhanced visibility for vendors targeting WFM's professional audiences.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

WF Media is an Australian B2B media and events company that owns and operates 12+ niche trade media brands across technology, food/healthcare/science, and industrial sectors, delivered via print magazines, dedicated websites, opt-in email newsletters, and the Comms Connect event series. The company monetises these audiences by selling advertising, sponsorships, content marketing, lead generation, and related marketing services to B2B advertisers and agencies. It also operates a design studio offering advertising design, brochure, photography, and video production services.

Product overview

WF Media is a B2B media and events company operating a multi-brand platform across three industry groups: Technology (Technology Decisions, ECD, Critical Comms, GovTech Review), Industrial (Safety Solutions, Process Technology, What's New in Electronics, Sustainability Matters), and Food, Healthcare & Science (What's New in Food Technology & Manufacturing, Lab+Life Scientist, Hospital + Healthcare, Aged Health). The portfolio also includes event series (Comms Connect, Roundtables, Breakfast Seminars, Experiential Events) and marketing services (Content Marketing, Lead Generation, Digital Advertising, Email Marketing/Newsletters, Video, Design, Magazines, Research, Premium Listings/Microsites). The company reaches over 250,000 qualified professionals across Australia and New Zealand through omnichannel solutions including print magazines, digital platforms, email newsletters and events.

Differentiator

Problem solved

Functional benefit

Brands

• Critical Comms: Radio communications and public safety media channel serving emergency services, utilities, government, and industrial sectors.
• ECD (Electrical, Comms & Data Contracting)
• Technology Decisions
• GovTech Review
• Safety Solutions
• Process Technology
• What's New in Electronics
• Sustainability Matters
• Food Processing
• Lab+Life Scientist
• Hospital + Healthcare
• Aged Health
• Comms Connect

Products and services

• Critical Comms Media channel serving radio communications professionals in public safety, utilities, transport, mining, security and defence sectors, with its own industry conference Comms Connect.
• Technology Decisions Digital media platform covering business information technology, AI, cybersecurity, data centres, and data management for IT industry professionals, with a weekly newsletter and daily news.
• GovTech Review Print and digital media brand providing public sector decision-makers with technology insights across federal, state, and local government organisations, published in partnership with Public Sector Network.
• ECD (Electrical, Comms & Data Contracting) Media channel providing news, feature articles, case studies, products, and event information for electrical, communication, and data contracting professionals.
• Safety Solutions Media channel providing workplace health and safety news, legislative updates, feature articles, and case studies for WHS professionals in manufacturing, construction, mining, and other sectors.
• Process Technology Media channel serving automation, control, and instrumentation professionals in manufacturing, oil and gas, mining, chemicals, food and beverage, and pharmaceutical industries.
• What's New in Electronics Media channel covering electronics design and engineering with news, feature articles, case studies, products, and industry directory for electronics engineers and designers.
• Sustainability Matters Media channel providing environmental and sustainability news for professionals in manufacturing, industry, infrastructure, utilities, resources, and government sectors.
• What's New in Food Technology & Manufacturing Media channel covering food processing, bulk handling, supply chain logistics, packaging, food plant construction, and food ingredient developments for food and beverage manufacturing professionals.
• Lab+Life Scientist Media channel for laboratory and life science professionals covering analytical, clinical, environmental, industrial, medical, pharmaceutical, and life sciences.
• Hospital + Healthcare Independent media channel providing news, information, and insights for Australia's health workforce including nurses, midwives, allied health professionals, paramedics, and health management professionals.
• Aged Health Media brand providing aged care sector news, legislative updates, thought pieces, products, and case studies for decision-makers in aged care facilities and corporate head offices.
• Comms Connect Event Series Conference and expo series for professional and commercial radio communications held annually in Melbourne, Sydney, and Auckland, endorsed by ARCIA and RFUANZ.
• Roundtables, Breakfast Seminars and Experiential Events Curated executive roundtables, bespoke breakfast briefing seminars, and custom experiential events for industry leaders and sponsors across Australia and New Zealand.
• Lead Generation Lead generation solutions providing strategic growth through top-of-funnel marketing leads, brand credibility building, and data insights for refining marketing strategy.
• Content Marketing and Native Content Sponsored and native content placement within trusted WF Media publications, including articles, case studies, and featured content panels that inherit editorial credibility.
• Digital Advertising Digital advertising services including targeted demographics reach, campaign performance tracking, flexible campaign launching, and content tailoring for specific audience segments across WF Media properties.
• Email Marketing and Brand Email Newsletters Email direct marketing and brand-specific eNewsletter databases offering targeted reach, personalised communication, and measurable ROI with subscriber bases of 5,000 to 25,000 per brand.
• Video Production Video marketing services transforming complex B2B solutions into compelling narratives for engagement, conversion, and lead generation.
• Design Studio Services In-house design studio with 30+ years of experience offering magazine and digital advertisement design, brochures, photography, video, content strategy, and full brand development services.
• Market Research Programs Market research programs including Rapid Insight Research and custom Market Intelligence for exploring target audience requirements, brand perception, and campaign effectiveness.
• Premium Listings and Microsites Company listing and microsite packages across WF Media's industry directories providing elevated platform presence, dedicated microsites, SEO benefits, and high-trust contextual backlinks.

Quantifiable outcome

• 28,000,000 ad impressions annually
• +4 more outcomes

Segments12 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, major and parent/associate.

• ARCIA (Australian Radio Communications Industry Association)coreStrategic or Co-development PartnerARCIA is an official endorser of the Comms Connect event series, the major conference and expo for radio communications professionals in the Southern Hemisphere. This endorsement provides credibility and audience access for the annual events.
• RFUANZ (Radio Frequency Users Association of New Zealand)coreStrategic or Co-development PartnerRFUANZ is an official endorser of the Comms Connect event series in New Zealand. The partnership supports the Auckland Comms Connect event and extends the series reach across the ANZ region.
• Information Technology Professionals Association (ITPA)majorChannel Partner/ Reseller/ DistributorITPA partners with Technology Decisions media channel, incorporating a microsite for the association on technologydecisions.com.au. The channel sends a fortnightly newsletter to over 20,000 IT professionals comprising ITPA members and subscribers.
• Public Sector NetworkmajorStrategic or Co-development PartnerGovTech Review magazine is published in partnership with Public Sector Network, an events and research organisation focused on the public sector. This partnership enhances reach to government decision-makers.
• Universal Media Co (formerly Universal Magazines)parent/associateOthersWestwick-Farrow Media is an associate company of Universal Media Co, which has over 35 years of focus on consumer media in home, family, health, sports, pets, and construction sectors.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Questex: Global B2B media and events company serving technology, healthcare, and industrial verticals. Comparable in multi-vertical trade publishing and event-driven audience monetization.
• Informa plc: Global B2B media, events, and information services conglomerate. Operates in similar verticals (technology, healthcare, manufacturing) at much larger scale, providing a benchmark for WF Media's potential trajectory and competitive exposure.

Regional players

• Akolade: Australia-based B2B conference and events company serving public sector, financial services, and technology verticals. Comparable in ANZ regional B2B events focus with similar target buyer segments.

Direct peers

• The Intermedia Group: Australian B2B media publisher operating across multiple industry verticals including healthcare, education, and professional services. Highly comparable in multi-brand trade publishing model and ANZ market focus.
• Scranton Gillette Communications: US-based B2B media company operating niche trade publications and digital properties across engineering, infrastructure, and healthcare verticals. Comparable multi-brand vertical specialist approach.
• BNP Media: US-based B2B media company publishing trade magazines, digital content, and events across industrial and professional verticals. Highly comparable multi-brand, vertical-specialist model serving niche professional audiences.
• Endeavor Business Media: US-based B2B media company operating dozens of niche trade publications, websites, and events. Comparable portfolio approach of vertical-specialist media brands monetized through advertising, lead gen, and events.
• Nextmedia Pty Ltd: Australian B2B media company operating print magazines, digital platforms, and events across multiple niche verticals. Closely comparable to WF Media in business model, audience monetization, and ANZ geographic focus.
• Momentum Media: Australian B2B media company focused on financial services, mortgage, wealth, and technology sectors. Comparable business model combining trade publishing, events, and lead generation within the ANZ market.
• Diversified Communications: International B2B media and events company operating trade exhibitions, conferences, and publications across technology, healthcare, and industrial sectors. Closely aligned with WF Media's events-led B2B media model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wf_media
• Facebookfacebook.com/wfmedia
• LinkedInlinkedin.com/company/westwick-farrow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WF Media