Subscribe
for just...
plus
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.
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.
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