Subscribe
for just...
plus
Subscription based media needs to focus on the two things that matter: Your readers and your articles. Tracking unique visitors, page views, bounce rates, and so forth doesn't really answer anything.
The world of analytics is in the beginning of a fundamental shift. In the past, we all just looked at the level of traffic and the number of page views. However, now that the digital world is becoming the dominant platform, we realize that those numbers mean very little.
First we learn that instead of numbers, we really need to look at patterns. We see the early stages of this with multi-funnel conversion paths, but that's baby steps compared with what's to come. Ask yourself, what will a person do before they become a customer? How many times do you have to influence that person...on how many channels? Then ask yourself, is there a pattern in all that data? Could you say (for instance), that a person will subscribe only after reaching a certain threshold, or a certain behavior...or both? These are questions that the numbers themselves cannot answer.
Secondly we learn that the analytics we need to look at are very different depending on what you're trying to achieve. If you monetize by selling products in a web shop, you need to identify the patterns that lead to a sale. If you monetize by advertising, you need to look at volume of visitors, frequency of visits, and volume of page views, all of which are irrelevant to a web shop owner.
And for subscription-based media, like newspapers and magazines creating paywalls/paygates, you need to look at analytics in a completely new way.
Measuring overall traffic is not really that important, because getting a lot of visits is extremely easy. And the path to conversion, when talking about getting people to subscribe, is long and complex. A conversion for subscribers is the sum of many smaller interactions. Each one not that important, but combined they entice a person to sign up.
Let me give you a simple example of this:
A couple of weeks ago I wrote the article, "Thank You Apple, You Fucked the World". Granted, it was a controversial title, and the article was about the growing problem with patents in the tech world. Not surprisingly the article was an instant hit. In just five days after it was posted, it amassed 92,000 page views, of which it recorded 62,000 readers. Those are very impressive numbers for just one article.
Register to try out Baekdal Plus completely for free for one week.
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.
Yes, of course, please write to plus@baekdal.com 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.
Yes, please write to plus@baekdal.com 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).
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.
Creating a propensity model is one of the most important tools publishers can have.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Several publishers have found that reducing volume leads to an increase in revenue
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Time is such a critical metric for publishers, but it's also a very complicated one.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Publishers who start their own data studios need to take extra steps to identify real people.
Free for subscribers
...or full access for $12
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
plus
free
plus
plus
plus
free