Maskinbladet

What Maskinbladet does

Maskinbladet is a Danish vertically-specialized media platform operated by FBG Medier A/S and headquartered in Birk, Herning, Denmark. It is positioned as Denmark's largest independent news source for agricultural and construction machinery, providing coverage of new and used farm and contractor equipment, industry news, and machinery reviews. The platform serves farmers, agricultural businesses, machinery dealers and manufacturers, machinery stations (maskinstationer), and construction contractors, primarily within Denmark with multi-language site support extending across the Nordic and Northern European region.

The product portfolio is built on four pillars: (1) editorial content published as the core Maskinbladet main publication plus three vertical newsletters/magazines — Agro for crop farming, Bovi for cattle, and Hyo for pig farming — distributed via email and the company website; (2) Maskinbasen, an online marketplace for buying and selling new and used agricultural and construction machinery with dealer listings; (3) Maskinbladet Play, a video streaming platform featuring PowerGear machinery tests (described as Europe's leading farm machinery testing program), farm operation coverage, and industry event recordings; and (4) adjacent services including Branchejob (a job marketplace), E-udgivelser (digital e-publications), and PARTNERS (sponsored content). The underlying technology stack is a standard web content platform with a marketplace module, a video streaming platform, and supporting authentication and subscription management infrastructure.

The revenue model is dual-stream: recurring digital subscriptions (with a Digital+ premium tier offering full video access, priced at a 1 kr introductory first-month trial) and advertising/sponsorships from agricultural input companies, dealers, and machinery manufacturers. The company operates a sales-led go-to-market targeting both end-user subscribers through the website and B2B advertisers through the PARTNERS sponsored content section and Maskinbasen marketplace. There is no disclosed funding, no M&A activity, and no public listing; the company is privately held within FBG Medier A/S.

Name

Maskinbladet

Legal name

FBG Medier A/S

Website

https://maskinbladet.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Maskinbladet is Denmark's largest independent agricultural and construction machinery media platform, providing news, vertical newsletters (Agro, Bovi, Hyo), a machinery marketplace (Maskinbasen), and a video platform (Maskinbladet Play) to farmers, dealers, and contractors in Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Subscriptions: Maskinbladet generates revenue primarily through digital subscriptions offering access to premium content, articles, and videos. They offer Digital+ subscriptions for full video access and introductory offers for new subscribers.
2. Advertising & Sponsorships: The platform generates revenue through partner sponsorships, advertising from agricultural and machinery companies, and branded content sections like 'PARTNERS' featuring articles from companies like Jorenku A/S, Bayer A/S, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Maskinbladet is a Danish digital media platform providing independent news, reviews, and editorial coverage of agricultural and construction machinery. Its core offerings include the main Maskinbladet news publication with daily newsletters, three vertical newsletters (Agro for crop farming, Bovi for cattle, Hyo for pig farming), the Maskinbasen online marketplace for buying and selling new and used machinery, and the Maskinbladet Play video platform featuring the PowerGear machinery testing program.

Product overview

Maskinbladet is a media platform consisting of a core agricultural and construction machinery news publication (Maskinbladet) distributed twice daily on weekdays and once on weekends, complemented by three specialized newsletters/magazines (Agro for crop farming, Bovi for cattle farming, Hyo for pig farming) each published twice monthly. The platform includes Maskinbasen, a machinery marketplace for buying and selling new/used equipment, and Maskinbladet Play, a video platform featuring Powergear machinery tests and farm operation videos. Additional offerings include PARTNERS (sponsored content from industry partners) and E-udgivelser (digital e-paper/magazine versions).

Differentiator

Problem solved

Functional benefit

Brands

• Maskinbladet Play: Video platform featuring agricultural machinery reviews, farm operations, and industry events including PowerGear tests
• Maskinbasen
• PARTNERS
• PowerGear

Products and services

• Maskinbladet (Main Publication)

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Jorenku A/SminorGTM or Marketing PartnerAgricultural partner company featured in the PARTNERS section. Jorenku A/S specializes in agricultural products and advertising on the Maskinbladet platform.
• Bayer A/SminorGTM or Marketing PartnerAgricultural input company (crop protection, seeds) advertising through Maskinbladet's PARTNERS section. Located at Arne Jacobsens Allé 13, 2300 København S.
• smaXtecminorGTM or Marketing PartnerAgricultural technology company from Austria (Graz) featured in PARTNERS section, providing sensor technology for livestock monitoring.
• SchippersminorGTM or Marketing PartnerAgricultural hygiene and cleaning products company located at Agro Food Park 13, 8200 Aarhus N, Denmark, advertising through Maskinbladet.
• SalfarmminorGTM or Marketing PartnerAgricultural pharmaceutical/health products company located at Nordager 19, 6000 Kolding, featured in PARTNERS section.
• ProMilking ApSminorGTM or Marketing PartnerDairy farming technology company located at Klokkestøbervej 15, 8800 Viborg, advertising on Maskinbladet's platform.
• BBK MaskinstationminorGTM or Marketing PartnerMachinery station at Mølleparken 99, 3630 Jægerspris, Denmark, featured in PARTNERS section for business promotion.
• FBG Medier A/ScoreOthersParent company of Maskinbladet. FBG Medier A/S is the parent media company operating Maskinbladet and other agricultural publications (Maskinteknik, Fritidsmarkedet). Located at Birk Centerpark 36, Herning.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Regional players

• Agrarheute (dlv): Major German agricultural news and machinery media brand with digital subscription, marketplace, and video. Comparable business model and vertical focus but serving the much larger German market.
• dlz agrarmagazin: German agricultural machinery and farming magazine with digital editions, machinery testing, and equipment reviews. Comparable content-led ag-machinery media in a neighboring single-country market.
• Farmers Weekly (UK): UK-based flagship agricultural news brand with print, digital subscription, marketplace, and recruitment verticals. Comparable business model mix (subscription + advertising + listings + jobs) but serving a different geography and at much larger scale.
• Landtechnik Schweiz: Swiss agricultural engineering and machinery publication covering tractors and farm equipment. Comparable vertical (agricultural machinery media) in a small European market with similar Swiss/Scandinavian farm-structure characteristics to Denmark.
• Mechanisatie (Netherlands): Dutch agricultural mechanization news and machinery listings platform. Comparable product mix (editorial + machinery listings for the Benelux farming community) in an adjacent single-country European market.

Direct peers

• Landwirt.com: Austrian agricultural machinery marketplace and news portal combining editorial coverage with a used-equipment listing platform. Highly comparable to Maskinbladet's combined Maskinbladet publication + Maskinbasen marketplace model in a similar European ag context.
• Agriland: Irish agricultural news and digital media platform serving farmers and the ag industry. Closely comparable to Maskinbladet in vertical-specialized digital ag media with multi-channel editorial, video, and marketplace-style listings — the clearest direct peer outside Denmark.
• profi (Kelsey Media): UK/German farm machinery magazine with in-depth independent tractor and implement testing, paralleling Maskinbladet's PowerGear testing program. Comparable as a content-led machinery testing brand serving a professional farming audience.
• Tractorpool: Leading German-language used agricultural machinery marketplace operated as part of BayWa. Directly comparable to Maskinbladet's Maskinbasen marketplace in product category and dealer-buyer flow, though without the editorial layer.

Broad incumbents

• Successful Farming (Meredith/Dotdash): Large-scale US agricultural media brand with machinery coverage, marketplace, and video content. Comparable multi-product media structure but a much broader North-American audience and significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/maskinbladet

Revenue estimate

Valuation estimate

Number of profiles

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 Maskinbladet