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Executive Report - By Thomas Baekdal - January 2018

The Digital Publishers' Guide to Growth

Growth is something every publisher wants, but there is often a problem with how we approach it. Most publishers focus on the wrong type of growth, leading to wasted efforts that fundamentally don't change anything.

There are three fundamental focus areas for growth and each has a very big, but very different impact.

We have the 'slow growth' focus, which defines who you are and forms the baseline for everything else. We have 'fast growth' focus, which is what you turn to when you want to drive growth. And finally we have all the different growth tactics and optimizations, which are also very important, but don't really do anything for your future unless you have already figured out the first two.

The problem we often see with publishers, is that they focus on the wrong type of growth for the given situation. And, as such, you end up doing a lot of things that don't change your outcome.

So in this 41 page guide, we are going to take a deep dive into these three different types of growth and look at what makes them so different and how to get the most out of them.

The tale of Kodak

To start off this story, let me show you how Kodak got things wrong. Because if I show you why they failed, it perfectly illustrates one of the key problems publishers are facing today.

As you know, Kodak used to be this amazing company that revolutionized the world of photography. And for about 100 years, they were at the forefront of the industry.

But in the late 1990s, everything started to come to a halt because they completely missed the new world of digital photography. Their main product, Kodak film, had become obsolete.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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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


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