Insights

Thinking on media and research.

Perspectives on vertical media strategy, B2B research publishing, and building focused editorial properties.

Why Niche Media Outperforms Broad-Spectrum B2B Publishing

Broad B2B media is losing ground. Focused vertical properties build deeper trust, higher engagement, and stronger commercial outcomes. Here's why the niche-first model works.

Rajat

March 202612 min read

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Broad B2B media is losing ground. Focused vertical properties build deeper trust, higher engagement,...

ResearchFebruary 202613 min read

The Operator's Research Gap: What B2B Buyers Actually Need

Operations leaders evaluating software face a research gap: too many vendor-sponsored listicles, not enough independent analysis. How NorthRadar properties fill that void.

Rajat

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CompanyJanuary 202614 min read

Building a Multi-Vertical Media Portfolio from Scratch

From identifying underserved verticals to launching focused research brands — a look at how NorthRadar approaches new market entry and editorial development.

Rajat

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EditorialDecember 202512 min read

Comparison Content That Buyers Trust: Principles and Process

Product comparisons are high-intent content. But most are thin, biased, or outdated. What makes comparison research genuinely useful — and how we approach it.

Rajat

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AdvertisingNovember 20259 min read

Why B2B Advertisers Are Abandoning Broad Reach for Vertical Precision

The shift from CPM-based broad reach to precision vertical advertising is accelerating. Here's what's driving it and what it means for software vendors and their media strategies.

Priya

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ResearchOctober 202510 min read

The Trust Gap in B2B Software Research: What Buyers Are Actually Looking For

Most B2B software research fails buyers at the moment they need it most. A look at what trust actually means in the research context and how publishers can close the gap.

Rajat

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