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:


Plus Report - By Thomas Baekdal - March 2011

Blogs, Newspapers, and Magazines vs. Social Media

Sharing is the primary element in your strategy. Your content is the driving force. Your new front page is on Twitter, Facebook and all the other social channels. It is the flexible link between.

After writing, "No, Facebook is not Killing Your Website. New user behavior is." several people asked my how it applies to the media industry. What if your product is a blog, a digital newspaper, or magazine?

In that article, I wrote about how the old internet strategy of channeling everything to your website is wrong, and how you should instead put your customer in the center. In other words create a direct path between where people decide to follow you, and what it is you have to offer them.

All of this is based on the very simple principle of driving up conversions by removing as many obstacles as possible. Every time people tell you to go to another destination, your potential conversion rate drops by 60-90%.

But all of this is based on brands producing some kind of product. Like Ford creating cars, Coca-Cola creating soft-drinks, Build-a-Bear creating toys bears, Gap selling jeans, and etc.

When brands force people to go to a website, they introduce an unnecessary step. It drives down your conversion rate and has a negative impact on the sale.

What about the newspapers, magazines, or blogs?

With media properties, like newspapers, the same principle applies. You don't want people to take unnecessary steps. You want to put them in the center, and provide a direct path to your articles.

The big difference, however, is the product. With brands like Gap, your website is a channel, just like Facebook and Twitter. But with newspapers, your website is your product. It is not a channel. It is the target of your conversion strategy.

You want people to end up buying your product, so for newspapers - many driven by advertising - you want people to "buy" your website.

It is not that the principle is different from other brands. It is just a different product.

This 12 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


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.

I'm a company, can we pay via an invoice?

Yes, of course, please write to 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.

Is there an Enterprise Plan?

Yes, please write to 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).

Can you create a report just for us?

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.



The Baekdal Plus 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


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships