Subscribe
for just...
plus
One of the very big topics of discussion right now is what impact all the new privacy laws like GDPR (Europe), ePrivacy (Europe), CCPA (California), and COPPA (US kids) are going to have on advertising ...and everyone is running around scared.
Each one of these laws make it a lot harder to do personally-targeted advertising. Each one of these puts a much bigger burden on the ones facilitating the data (the data controllers). But even more than that, each one of these laws is a reflection of consumer and public demands.
The public wants privacy laws. The public demands to be in control of their personal data. The public demands that they should be asked and, on a case-by-case basis, provide explicit and informed consent before any company can use their data. The public demands that companies should not be able to use the data for things that the public doesn't expect, but should instead be limited to only the things that are directly related to what people did. The public demands that, at any time, they can see what data each company has about them, and delete it if desired.
This is what the public wants!
And one of the things I keep telling publishers is that it doesn't matter what the regulations say, instead focus on your readers. Listen to what they demand of you.
This is similar to what we have seen in many other industries. For instance, if you visit a fashion company like H&M and you look at their menu items, you will see one that says "Sustainability". Here you can find sustainably produced clothes, read about how that is done, and what steps H&M will take to create a more sustainable future.
H&M is not doing this because the law is forcing them to. They are doing this because they are listening to their customers.
As publishers, you need to think about privacy the same way. Who cares what the regulations say? Obviously you need to comply with the law, but listen to your readers. This is why you need to take this seriously.
However, this is harder than it sounds.
The reason why most publishers don't do this is because of a general fear in the industry that, if you remove or limit personal tracking, then the ad rates will go down, advertisers will move to other channels, or some might not even advertise at all.
And this is not just a fear that exists in the media industry, it's the same fear we now hear from YouTube creators, after YouTube was forced to implement COPPA (which they should have done to begin with).
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