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 - October 2021

Publishers need to get news off Facebook

Publishers need to get off Facebook. Not just for their own sakes, but for everyone's sake. Let me tell you why.

Please note: This article is mainly about the future of the media. If you want an analysis of Facebook itself, I recommend you read Mike Masnick's summary (which is very good).

I'm writing this article in the middle of the "WSJ: Facebook Files", a series of revelations about Facebook based on internal communications that the Wall Street Journal got their hands on... and the whole thing is a bit of a mess.

As a media analyst, it's really difficult to write about this, I think Mike Masnick put it well when he he said:

Basically every day for the past two weeks I've been trying to write an article about the latest fresh hell facing Facebook, but by the time I get anywhere in the article there's a new fresh hell, and I have to start over.

Now, I could spend a lot of time going over this. Some things are of concern, but the news reporting about Instagram has also been misleading about other things. So I will write about some of that in my next newsletter.

Instead, in this article, I want to talk about something different. Let's talk about the work we do as journalists and let's talk about why publishers need to focus their audience away from Facebook.

So many mistakes

Ever since the internet came along, the media has been known as the industry that made every single mistake it possibly could.

I'm going to illustrate it with this graph, which represents the total revenue publishers used to have on average.

So, the first mistake we made, of course, was that we started publishing for free. We did this because everyone else was doing this too, but of course, brands did it because it was a form of marketing, and tech companies did it because they never had any other form of revenue.

This was because, at the time, subscription revenue made up 1/3 of our total revenue.

This 29 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   —


The Audience Relevance Model - Complete overview and guide


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