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 2016

Publishers and The Snacking Economy

One thing I have written about many times before is that the digital world is different not because it is a new format, but because it has split into a multitude of mixed behaviors.

In many of my previous Plus reports, I have focused on trying to explain what these different behaviors are and how to optimize for them. Specifically, I have tried to help publishers get out of the race to the bottomofchasing random pageviews with increasingly shallow social content.

I have also illustrated how most of the true digital natives are winning not because they have optimized for the latest viral tactic, but because of how they are focusing on creating real value over time, thus building momentum and driving intent.

But this doesn't mean that quick articles aren't useful. It's obviously an important part of the future of media and there are many good reasons to make that type of content.

So, in this article, we are going to focus on the snacking economy. We will talk about what it really is, what focus it requires, how to optimize for it, but also what it isn't.

Sound good?

How did we get to this?

Before we focus on only the snacking type of behavior, it's important to repeat just how big a change this really is. This new world of media is nothing like anything we had in the past.

If we go back 20 years and we look at how people consume media in the past, we see that pretty much all forms of media fitted into only a single type of behavior. That behavior was that we would choose to sit down with, for instance, a newspaper. But since the newspaper came as a package of random articles, we had no specific intent when it came to actually reading it.

This 30 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