Three of Norway’s biggest media groups have moved to create a joint venture aimed at digital classifieds, in a sign that established publishers are still looking for a stronger position in a market dominated by FINN.no.
Schibsted, Polaris and Amedia have set up a new company, with each taking a one-third stake. The venture has already been registered with the Norwegian Competition Authority, suggesting the partners are pressing ahead with plans to build a shared classifieds operation.
Schibsted’s relationship with the classifieds business has shifted sharply in recent years. After separating its news media operations from Schibsted Marketplaces in 2024, the marketplace arm was rebranded as Vend in 2025. Schibsted Media, now once again using the Schibsted name, is wholly owned by the Tinius Trust and still holds a 20.5% stake in Vend.
That background makes the new venture look like a carefully judged return to a space the company had only recently stepped away from. Rather than a full-scale comeback through its own marketplace arm, Schibsted is now partnering with other Norwegian media groups to challenge the country’s leading general classifieds platform.
FINN.no remains the clearest target. The site is widely seen as Norway’s dominant classifieds marketplace, and the new company appears designed to give local publishers a better collective chance of competing with it in digital advertising and marketplace listings.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The article was published on September 15, 2026. A search for similar narratives revealed no substantially similar content published within the past seven days, indicating freshness. However, the article references events from 2024 and 2025, which may affect the perceived timeliness of the information.
Quotes check
Score:
10
Notes:
The article does not contain any direct quotes, which simplifies verification. The information provided aligns with known events and corporate actions, reducing the need for direct quote verification.
Source reliability
Score:
6
Notes:
The article originates from Online Marketplaces, a niche publication focusing on the online marketplace industry. While it provides detailed information, the source's limited reach and potential biases due to its niche focus warrant caution. The article references reports by Kampanje and Kom24, which are not independently accessible for verification, raising concerns about source independence.
Plausibility check
Score:
7
Notes:
The claims about Schibsted Media, Polaris, and Amedia forming a joint venture to challenge Vend are plausible given the competitive landscape in Norway's digital classifieds market. However, the lack of direct quotes and reliance on reports from Kampanje and Kom24, which are not independently accessible, makes independent verification challenging. The article's tone and structure are consistent with industry reporting, but the reliance on potentially non-independent sources reduces confidence.
Overall assessment
Verdict (FAIL, OPEN, PASS): REVIEW
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The article provides plausible information about a joint venture between Schibsted Media, Polaris, and Amedia to challenge Vend in Norway's digital classifieds market. However, the reliance on reports from Kampanje and Kom24, which are not independently accessible for verification, raises concerns about the independence and reliability of the information. The lack of direct quotes and the inability to access the original reports for verification further diminish confidence in the content. Given these factors, a thorough editorial review is recommended before publishing.
