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Strategic analysis
Yes, We can fix the distribution problem

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Written by on July 31, 2017

One of the biggest struggles that everyone faces today is distribution, as in, how do we get our content in front of people in a way that is valuable to us?

In this article, we are going to look at that.

But first of of all, we have to change the way we think about this, because we don't actually have a distribution problem. We just think we do.

The number of ways that are available to us to distribute our content is just staggering. The problem is not, how we can distribute, but why and what we are distributing. The problem is how we think about distribution, and how we see our role as journalists, editors, and publishers.

Also, the old print publishers have a unique cultural problem that makes their approach to digital distribution much harder than it is for digital publishers.

To explain why, this article has two parts.

The first part is about the challenges faced by traditional publishers, used to a world of print distribution, and how different the digital world is for them. Then in the second part, we talk about this from a purely digital perspective.

Part 1: Losing our print distribution channels

Traditional publishers who come from a world of print are facing a much bigger challenge than anyone else. Because not only do they have to find a way to get digital distribution to work, they also have to come to terms with the loss of all the print distribution channels.

This is a pretty big issue, because the way print was distributed gave publishers a tremendous amount of impact with very little effort.

What I'm talking about here is, of course, the effect of the newsstand.

Just for a moment, I want you to think about how incredible the newsstand really was for publishers.

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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.

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