Subscribe
for just...
plus
In the media industry, we have always had a problem that most newsrooms are fundamentally disconnected from their audiences. The stories that we find to be valuable, and the stories that the public actually needs are very far apart. But more than that, the value that we contribute with our journalism (and therefore also the value of what people feel is worth paying for) is minimal.
This is something we all know, and we have seen this in countless studies over the years.
However, there is a shift happening. Over the past several years, I have seen a definite shift in the way publishers talk about their audiences. It started when publishers hired audience engagement teams. In the beginning this was mostly just about social media, but it has evolved into something much more. Publishers have realized that they can no longer afford to just 'be there', and it isn't enough to 'just do journalism'.
This is a wonderful trend, but it opens up the question, how do you actually listen to your audience? What does that even mean? And if you start to listen to your audience, won't you just end up making cat videos all day?
Well, this is the topic of this 31-page report.
One thing that often makes it difficult to talk about this is that 'listening' implies that you just ask people what they want, and then you just do that.
This, of course, is almost never the case.
I'm reminded of an experience I had a few years ago with a friend of mine. He had just moved into a new home, and one of the very first things he did was to buy a cable TV package.
I asked him why he did that. Why not pick a streaming channel where, every evening, he could just pick whatever he wanted to see on demand?
His answer was simple. He said that, when he got home from work, he just wanted to be able to turn on the TV and then let the TV station decide what was interesting. That way he didn't have to make a choice.
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.
How do we define relevance? We look at what people are doing.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Climate change coverage needs a different focus, otherwise we lose our audiences
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Solve one problem, to solve all of them.
Free for subscribers
...or full access for $12
Churn is something you have to manage long before people even subscribe
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
When publishers want to engage with their audiences, are they really unengaging them instead?
Free for subscribers
...or full access for $12
Only about 15% of the public pays for news, so how we do convert the remaining 85%?
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