Subscribe
for just...
plus
It's this time of year again where everyone is trying to predict what 2016 will be like. I'm not going to do that here. Predicting the future is great if you are talking about how things will evolve over the next 10-20 years (or more), but it's absolutely hopeless for talking about what brands should be doing in 2016.
2016 isn't the future. It's here, now! And while many things will change in 2016, the actual trends have a much longer time span.
The biggest problem is that, when you are predicting something, people have a tendency to react to it in a passive way, even if you are completely right.
I would say: "In 2016, [this] will happen", and people would go: "Hmmm... okay. Let's wait and see if you are right."
They are going to wait? Seriously?
So, in this article, I'm not going to predict what will happen in 2016. Instead, I will talk about the trends that influence it, and what you need to do in order to win 2016.
This article is also special in that it combines the outlook for brands, for magazines and for newspapers. Obviously, 2016 will impact each market in different ways, but it's important for you to read about each to get the bigger perspective.
One of the big problems that we saw in 2015 was that publishers and brands were working against each other. This caused the already big problem we have with digital advertising to be even bigger.
We need to be smarter about this. We need to put our audiences first.
This is what this article is about. It's about what you need to do in 2016, from the perspective first of brands, then of magazines, and finally of newspapers.
Sound good?
In 2016, there are two major topics that will impact brands' ability to succeed. These are the changes in social and the changes in advertising. It's not that these changes might happen in 2016. These are all changes that are already happening, and have been happening for a while, but they are now reaching a critical point where you have to act.
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
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
What are the factors that define advertising.
Free for subscribers
...or full access for $12
The people in charge of buying ad space needs the ads to work.
Free for subscribers
...or full access for $12
The rising inflation and energy costs demands more of publishers.
Free for subscribers
...or full access for $12
Journalism is a vital part of society, but not all forms of news should be considered journalism
Free for subscribers
...or full access for $12
Being relevant to young people is about much more than just TikTok.
Free for subscribers
...or full access for $12
We had the money, the technology, and the infrastructure ... but not the will.
Free for subscribers
...or full access for $12
Publishers are frustrated by brands cutting advertising next to war coverage.
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