Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - July 2018

How Small Publishers Should Think About Advanced Analytics

Over the past years, I have written many articles about new concepts for advanced analytics. Specifically, I have been talking about subscriber analytics, editorial analytics, learning analytics, and scored analytics. It is fascinating to see how many publishers are now starting to use these concepts to redefine how they think about analytics.

For instance, Norwegian publishers Schibsted have been using learning analytics and a mini form of machine learning to improve subscription rates. The Wall Street Journal is now looking at 60 different signals to create a dynamic paywall that adjusts to each person's consumption pattern. The Financial Times has come up with an RFV score(Recency, Frequency, and Volume) that they use to segment their audience.

These are all truly fascinating to learn about, but there is a slight problem in that all of these examples are based on what very large publishers are doing with an extensive level of data across a large audience.

What if you are not a large publisher with billions in annual revenue? What if you are just a small niche vertical, a single magazine, an independent publisher, or just a small local newspaper?

What can you do then? Do you even have enough data to do anything?

Well, that's what we are going to talk about in this 23-page Plus report.

You need metrics more than ever

Before we go into the details, we need to take a step back and realize why rethinking the way we work with analytics is suddenly so important.

In the old days of media, analytics was never really important.

Take something like a local newspaper. In the old days, whenever you sold advertising, there was no way for you to offer anything specific. At the most, you could say that the ad could be placed in different parts of the newspaper. The ad space on the front page or on one of the early pages was sold for more than those in the back of the newspaper, but there was no targeting and no metrics.

On top of this, the way people consumed a local newspaper was always as a package. People would sit down with the newspaper as a whole and start to flip through it. So, again, there was no metric for anything specific. You had a circulation and that was it.

This 23 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   analytics   —


Creating a propensity model for publishers


How my focus on analytics has changed as an independent publisher


How can publishers measure trust and other editorial metrics?


A guide to analytics for independent journalists


Why producing less news leads to a boost in subscriptions


GDPR: How publishers can track things without tracking people