Subscribe
for just...
plus
A couple of days ago I came across an article in the Columbia Journalism Review by Bernie Sanders, the U.S. Senator and candidate for President of the United States, who had written a very praising article about the role of the press and how the tech companies need to be challenged and potentially taxed to "fund nonprofit civic-minded media".
Yeah... okay.
We need to have a talk about this, because there are several really big problems here.
I know that there are a lot of people who support this narrative, and who agree with Sanders that the tech companies have somehow used their monopolistic powers to take away advertising that was not rightly theirs (which is not true, but many believe that it is).
As a media analyst I can sympathize with this notion, but this is not the way to tackle it, mostly because it is based on a completely distorted idea that has no basis in reality.
Let's start with the notion that advertising exists to support journalism.
I happen to know a lot about advertising from a brand perspective. The reason is that I started my career in the fashion industry.
I went to a fashion design school to become a fashion designer, but I eventually felt more excited about the media, so for 10 years, I worked as a digital media manager for the 2nd largest fashion company in my country.
In this role, I was responsible for every aspect of our digital media and marketing strategy. Every year, I was allocated a budget, and it was then my job to figure out how to spend that in such a way that it provided us with the best result.
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.
Can magazines combine advertising and subscriptions? Well, it depends...
Free for subscribers
...or full access for $12
Can a cheaper news product unlock more of your market? Let's explore.
Free for subscribers
...or full access for $12
Bundling publications at random is not very useful, but using it as a tool to drive upsell is.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Pricing a newspaper is almost never about the price itself.
Free for subscribers
...or full access for $12
What if something was free for one period and paid for another?
Free for subscribers
...or full access for $12
Why do people pay for media? Let's map it out.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
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
plus
plus
plus
plus
plus