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I got a really good question the other day from one of my subscribers. They were working on creating a cheaper option/product to fill more of their market, but were unsure how to do that.
Should they take pieces from the main newspaper and use those to create a smaller cheaper product? Or create a separate, low cost, newspaper? What would work the best from an audience, a conversion, and a business perspective?
This is the kind of question that makes it fun being a media analyst, but it's also a very tricky question because, fundamentally, it's what you put into it that really makes the difference. In other words, both models could work with the right content.
But in this 36-page report, let's talk about this problem in more detail.
One thing we are all very familiar with is just how hard it is to convince people to pay for news. Over the past many years, we have generally seen a decline in interest in the news.
We have also seen a massive increase in news avoidance.
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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.
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Pricing a newspaper is almost never about the price itself.
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What if something was free for one period and paid for another?
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Why do people pay for media? Let's map it out.
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Many newspapers have opened up their paywalls because of the pandemic. But this is a bad idea.
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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
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