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 - July 2015

Future of Books Is Not As Interesting As The Future Of Storytelling

Back in 2012, I wrote a series of articles called "RESET" that looked at the transformative changes that we were about to happen between 2012 and 2015. One was about the changes in the media landscape, another was about the changes for brand agencies (and marketing in general), and yet another was about the new world of digital book publishing.

I wrote more articles about ebooks and the new exciting formats back in 2013, but mostly I have been focusing on the trends in the newspaper and marketing markets, both of which I have covered extensively in many Plus reports over the years, along with my other primary focus area, which is the future of analytics.

We have now reached the middle of 2015, which means it's time to revisit the book industry, and talk about about why it hasn't been revolutionized in the same way...yet.

So much friction, so few players, and so many mixed signals

One of the really big problems when it comes to discussing the trend around the future of books is that, like with the newspaper industry, most of the studies only look at the old market. Another related problem is that media in general now exist across formats, but most studies are based on just one of them.

A simple example is when a newspaper study comes out looking at "where people read news". The first question you should ask is, "what is news?"

If you define news in the traditional sense, as in the narrow type of stories you normally associate with a traditional newspaper, stories about crime, politics and terror bombings in the middle east. You will get a result that shows a split between social channels, and people seeking that information on newspaper websites. But that is only one type of news.

This 25 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


—   trends   —


The trend and future outlook for "brand+publisher", and how to make that work


How scared should we be of AIs taking our jobs?


What is the role of print in 2023?


Advertising ... 10 years from now


Advertising will always be a struggle unless we think like brands


The trends currently favor media innovation