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Executive Report - By Thomas Baekdal - September 2022

In-depth media analysis: What should we do with media bundles?

One thing that comes up again and again in the media industry is the question of bundling media subscriptions. Is this a good idea? Does it work? Does it get people to subscribe more ... or less? Does it create problems?

In this 22-page Plus article, we are going to take a deep-dive into this question and explore why this topic is so incredibly difficult to figure out.

Why are we even talking about bundling?

There are generally two reasons why publishers start to talk about bundling, and both of them (obviously) have to do with growth.

The first reason is a sad one. This is when publishers have been trying to grow directly, meaning they have been trying to get people to subscribe just to them, but it isn't working. People don't convert, there is no real growth, and so the publishers get desperate.

The solution, they think, is to then bundle their publication with something else, in the hopes that the combined volume will convince all these non-subscribers to convert anyway.

There are variations within this, of course, but this is the core of it. Publishers not being able to sell subscriptions directly.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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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


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