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Executive Report - By Thomas Baekdal - July 2022

What if a newspaper was something completely different?

One of the biggest challenges and dilemmas that I face as a media analyst, is trying to help publishers 'save' what really should be 'changed' instead. The newspapers are a perfect example of this.

There is a lot of talk about how we need to save the newspapers, but when you think about it, the product that today defines a newspaper is really weird, and doesn't align with anything in modern society.

And we can see the effect of this. While some newspapers have managed to do a very good job in recent years of turning their financial situation around, building a much better subscription market, and even diversifying in interesting ways, the market itself is in trouble. Across most countries, only a small share of the public is paying for news.

We can see this in the latest data from the Reuters Institute Digital News Report 2022.

Yes, Norway and Sweden stand out quite significantly (and I wrote about why that is here), but paying news rates are terrible for the rest of the world.

And even these numbers are deceptive, because in many countries, only a few big publishers make up these numbers.

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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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