Subscribe
for just...
plus
The thing about responsive designs, or all the other fancy design concepts, is that they have nothing to do with the design. And it isn't until you realize this that you start to understand both the true potential, but also the pitfalls.
It's actually about preventing those small insignificant problems before they become huge and disruptive concerns.
Let me give you an example from my past. About 10 years ago, I was working as the Digital Media Manager for a big fashion enterprise operating with several brands. We had brands for teenagers, older women, luxury brands and so forth. And because of this diversity, it was deemed vital for our success that each brand was kept separate from the rest to not 'pollute' the individual brand image.
In terms of our digital brand profile, this meant that each brand would have websites designed independently from the other brands, often using different ad and web agencies for each.
In total, we had 10 different websites. Some were made in Flash, some in HTML, others manually coded, others using resource files. And all of them completely different from the others.
One day, one of the retail managers came into my office and told me that some of our shops had expressed interest in getting their email and web address on our "find a shop" page. That was a great and super simple idea, so we decided to make that happen. I mean, how hard could that be?
We sent out a letter to all our shops, asking them to supply us with their email and web address. Promising them that this would help boost their digital presence.
After more than two months, we finally had the data we needed, so now all we needed to do was to add it to the 10 different websites. But this was when reality came back to bite us. Remember, each site was made by different people/agencies, each based on different code structures and technology. The only solution was to manually update each site, which often involved hiring the agencies to update it for us (especially for the flash sites).
The cost in both time and money was outrageous. What should have been a simple job, turned out to be a massive endeavour, during which time many other and far more important (and innovative) projects were put on hold or even cancelled. Granted, we had a lot of shops, but I don't even want to know what the ROI was (it was surely negative).
And all because each site had to be different.
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.
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
Personalization isn't a filter. It's a focus
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