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Executive Report - By Thomas Baekdal - December 2022

Advertising will always be a struggle unless we think like brands

I was having a conversation recently with an executive from one of the large newspaper groups, and the question he wanted me to answer was if they could make advertising work again. This is a question I get quite often, and there are some really serious misconceptions that come up every time that I need to talk about.

So, in this article, we will take a look at those misconceptions and also talk about what I consider to be the solution to this.

I used to be on the other side

I have talked about this many times in the past, but I have a very unique view on advertising simply because I used to work for the other side. Between 2000 and 2010, I worked in the fashion industry, where I was in charge of all of our digital media for one of the largest fashion brands in the country.

Every year, I was given a budget, and it was then my job to figure out how to use that money most effectively in our digital spaces. This included our websites, our press sites, digital PR, social channels, newsletters (partly), and, of course, also where to buy digital advertising. In other words, it was my decision that determined where we advertised online, and why.

I was part of the marketing team. We also had a print team, a retail team, a photo team, and the overall marketing campaign was defined by our CMO. I did not decide what to advertise. I did not have any influence on what clothes we were making (even though I tried at times ;)), nor did I go to photoshoots to decide how the pictures were taken.

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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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