What Elma Media does

Elma Media (Elma Media Nederland) is a privately held Dutch media services firm founded in 1979/1980 and headquartered in Broek op Langedijk, North Holland. The company operates exclusively as the dedicated media partner for Dutch trade associations (brancheorganisaties) and professional associations (beroepsorganisaties), serving an installed base of 100+ member organizations across sectors including accountancy, architecture, horticulture, butchery, midwifery, agriculture/machinery, youth healthcare, ambulance care, dental care, notary, and infrastructure. Revenue is generated through four interlocking streams: (1) advertising sales across client associations' cross-media properties including print magazines, newsletters, websites, and events; (2) full-service media exploitation in which Elma acts as the commercial ambassador for client media portfolios; (3) display advertising sales for the Marktplaats and 2ehands.be marketplaces (a 15-year partnership leveraging 7M+ monthly users on Marktplaats); and (4) production services covering creative concept, design, restyling, and ongoing production coordination.

The company's technology core is the Elma EPublisher, a proprietary digital publishing and member communication platform that integrates multimedia content delivery (articles, news, video, podcasts), a webreader for desktop reading of print magazines, an event/congress module with registration, push notifications, CRM integration, analytics, and member acquisition/retention tooling, all within a secure permissioned environment. Distribution is sales-led via dedicated vertical-specific sales teams that connect B2B advertisers and suppliers with the relevant professional audiences of each client association. Go-to-market is heavily relationship-driven, with public marketing conducted through the company website, LinkedIn, content marketing via detailed case studies, and industry events. The company is led by General Director Michiel Van Overbeek and Commercial Director Silvèr Snoek, with a 48-person team and multi-year engagement structures. Elma operates entirely within the Netherlands (with Belgian extension through 2ehands.be and a growing list of Flemish association clients), reports no external funding or parent company, and shows no public listing.

Name

Elma Media

Legal name

Elma Media Nederland

Website

https://elma.nl

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Elma Media is a Dutch media services firm providing exclusive media partnership — advertising sales, magazine production, and digital publishing via the proprietary Elma EPublisher platform — to 100+ trade and professional associations across the Netherlands and Belgium.

Ownership category

akta.pro rank

Headquarters

HQ city

Broek op Langedijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Advertising Sales for Trade Publications: Elma Media sells advertising space across their client associations' media channels including trade magazines, newsletters, websites, and events. They employ dedicated sales teams of specialized communication advisors who connect advertisers with the specific B2B target audiences of their client associations.
2. Media Exploitation Services: Full-service exploitation of client associations' media portfolios, including developing commercial propositions, managing advertising sales, and ensuring profitable media operations. Elma acts as ambassador for their clients' media channels.
3. Marketplace Display Advertising Sales: Sales of display advertising for Marktplaats and 2ehands.be platforms. Elma has been a partner for 15 years, advising SMB clients on custom-made display campaigns for effective target audience reach.
4. Media Production Services: Creative concept development, design, and production of magazines, newsletters, websites, and other communication materials for associations. Services include restyling, redesign, and ongoing production coordination.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Elma Media is an exclusive media partner for Dutch trade and professional associations, offering full-service media solutions including communication strategy, magazine and newsletter production, advertising sales exploitation, and digital member communication via the proprietary Elma EPublisher platform. The company also sells display advertising for the Marktplaats and 2ehands.be marketplaces as a long-standing channel partner.

Product overview

Elma Media operates as a media partnership platform for trade and professional associations in the Netherlands, offering a unified product ecosystem centered around the Elma EPublisher. The core product EPublisher is a digital communication platform that serves as the primary tool for member communication. Supporting services include member engagement strategy, communication strategy development, media creation and design, and media exploitation services. The portfolio is organized around four main expertise areas: Ledenbinding (member engagement), Communicatiestrategie (communication strategy), Mediacreatie (media creation), and Exploitatie (media exploitation). Elma Media serves numerous branch and professional associations, producing magazines, digital newsletters, websites, and campaigns for their clients.

Differentiator

Problem solved

Functional benefit

Brands

• Elma EPublisher: Digital communication platform solution for associations that centralizes and optimizes member communications, featuring multimedia integration, CRM integration, congress module, analytics, and secure online environment.

Products and services

• Elma EPublisher A versatile digital communication platform for member-based organizations that centralizes and optimizes association communications with multimedia integration, content sharing, event/congress module, push notifications, CRM integration, webreader, analytics, and member recruitment/retention tools.
• Media Exploitation Services Full-service exploitation of client associations' media portfolios, including developing commercial propositions, managing advertising sales, and acting as ambassador for clients' media channels.
• Media Production Services Creative concept development, design, and production of magazines, newsletters, websites, and other communication materials for associations, including restyling, redesign, and ongoing production coordination.
• Marketplace Display Advertising Sales Sales of display advertising for the Marktplaats.nl (7+ million monthly unique users) and 2ehands.be platforms, advising SMB clients on custom-made display campaigns for effective target audience reach.

Quantifiable outcome

• Despite declining advertising markets, Elma Media has generated revenue increases for various client associations through their sales approach.
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DNA (De Nederlandse Associatie)coreChannel Partner/ Reseller/ DistributorElma Media is a partner of DNA, which unites trade associations, professional associations, federations, paritary organizations, funds, and member organizations. DNA inspires and focuses on the development of associations and association professionals.
• MarktplaatscoreChannel Partner/ Reseller/ DistributorElma Media has been a proud partner of Marktplaats for 15 years, responsible for selling display advertising. With more than 7 million unique users per month, Marktplaats is the third largest website in the Netherlands.
• 2ehands.becoreChannel Partner/ Reseller/ DistributorPartner for display advertising sales for 2ehands.be, the Belgian counterpart to Marktplaats.
• CROWcoreStrategic or Co-development PartnerCROW is the knowledge platform for infrastructure, mobility, and public space. Elma Media handles partner recruitment for the Gladheidsbestrijdingscongres (Winter Maintenance Congress) 2026.
• KrisKras CommunicatieminorStrategic or Co-development PartnerStrategic collaboration with KrisKras Communicatie for publishing Brand&Brandweer magazine, combining expertise in professional associations with publishing experience.
• De Nederlandse Associatie (DNA)coreStrategic or Co-development PartnerDNA is a partner with logo displayed on Elma Media's website, indicating a collaborative relationship.
• ANP BusinessminorOthersANP Business is listed as a partner, suggesting content or news collaboration.
• DoesgoedminorOthersDoesgoed is listed as a partner on Elma Media's website.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• SmithBucklin: SmithBucklin is a leading US association management company providing publishing, events, and member services to trade and professional bodies. Comparable to Elma Media in serving trade/professional associations with end-to-end media operations, though operating in a different geography.
• Lannoo Group: Lannoo Group is a Belgian publishing group with general trade and professional titles. Comparable to Elma Media as a Benelux publisher serving similar audiences, particularly relevant given Elma's existing Belgian association clients (BVI, Domus Medica, Bouwunie).

Direct peers

• Sdu: Sdu (Staatsdrukkerij en Uitgeverij) is a Dutch publisher specializing in legal, governmental, and professional association publications. Like Elma Media, Sdu produces professional content and serves membership-based organizations in the Netherlands with publishing, advertising, and communications services.
• Vakmedianet: Vakmedianet is a Dutch B2B media company publishing trade titles across multiple sectors including automotive, construction, and IT. It is directly comparable to Elma Media in operating trade publications and selling advertising to niche B2B audiences on behalf of specialized verticals.
• Mybusinessmedia: Mybusinessmedia is a Dutch B2B publisher focused on small and medium business audiences, producing trade titles and digital content. It is comparable to Elma Media in serving niche B2B segments with advertising-supported publications and dedicated commercial teams.
• Koninklijke Boom Uitgevers: Koninklijke Boom Uitgevers is a Dutch publisher serving educational, legal, healthcare, and government professional markets. Comparable to Elma Media in producing professional content for specialized audiences and operating dedicated publishing programs for membership-based organizations.

Broad incumbents

• MCI Group: MCI Group is a global association management, events, and communications company. While much larger and broader in scope, MCI overlaps with Elma Media in serving trade and professional associations with media operations, member engagement, and event services.
• Springer Media: Springer Media is the Dutch arm of Springer Nature, a much larger publisher focused on scientific, technical, and medical content. While broader in scope and scale, it overlaps with Elma Media in serving Dutch professional associations with publishing and member communications services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/elma-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Elma Media