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 - April 2017

No Publishers, You Don't Own Advertising

We all know that advertising trends are disrupting the way that media can be monetized. We also know that two companies, Google and Facebook, are totally dominating all new digital advertising spend. And the result of this is a very negative outlook for publishers.

This is indeed a problem, and as a media analyst, I too am concerned about the future for so many wonderful old newspapers. I have friends who are journalists that have lost their jobs, and are now struggling to find new ones.

So, we all understand why the media is shouting at Google and Facebook. However, there is a fundamental problem with how the media thinks about advertising and its role in it.

Saying that advertising somehow belongs to old media, and that politicians should break the Facebook and Google 'duopoly', illustrates a complete lack of understanding about what advertising is.

Google, for instance, isn't actually selling the same type of advertising that publishers sell, and Facebook isn't actually a platform where people gather to read about all the negative events of the world.

The reality is that the main reason brands are moving their budgets away from newspapers is not because of Google or Facebook. It's because, when brands look at what channels fit their needs the most, newspaper articles are often a terrible choice to place an ad next to.

So, in this article, I'm going to help you understand what the real trend of advertising is all about, and why brands act the way they do. And the way I'm going to do that is by telling you this story from the perspective of brands.

At the end of this article, you will realize exactly why Google and Facebook are winning, but also why the media's fight with them doesn't make much sense. I will also highlight three paths forward, to show you why this trend does not mean the end for journalism. There are reasons to be hopeful, and excited.

"Advertising should go to newspapers because of the journalism"

For as long as I can remember, the media has hated the internet because it is disrupting everything. And also, for as long as I can remember, the media has been saying that the internet somehow stole what was theirs. In the past, we saw it when they talked about Craigslist and now we see it when they talk about Google and Facebook.

The latest example in this saga is in an article from the Press Gazette, which made some of the most ridiculous statements about why the UK government should legislate advertising back to traditional press.

This 40 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