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:


Executive Report - By Thomas Baekdal - September 2014

The Economics of Individual Media

Last week we talked about the amazing new world of individual media, what it takes to be successful as a individual media company and the whole dynamics of this amazing new future of media.

If you haven't read it already, I very much encourage you to do that first, as this is the second part of that series.

In this article we will talk about the economics of these individual media entities. Specifically there are two things we need to look at. One is how different the market is, the other is how much people can expect to earn. Both are very different from anything you see in the traditional media world.

If you are a traditional media person, this is what you are going up against. And if you are person who is thinking of becoming an individual media company, this will give you a good overall picture of what you can expect from it.

First, let's look at the market. Imagine that the graph below illustrates your market. Each line is a different category of content (or products), and the size of each line represents its mass-market potential.

This could be any market, it's just an illustration. For instance, it could be the sport news market, in which case the bars would represent different forms of sport. You see how the really popular sports like NBS, MLB, NFL, Nascar have a huge mass-market appeal, while most other types of sport have a much lower mass-market appeal.

This 31 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

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.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic 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


—   monetization   —


Guide to magazines doing advertising behind a paywall


How to design a cheaper news product?


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


Don't sell magazines. Sell what is in them


Why advertising and subscriptions are so hard to mix, but not impossible


How much should a newspaper or magazine cost? It's not the price that defines it