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 - February 2012

RESET - What If You Could Start Again?

Ask yourself, "if I had to start from scratch in 2015, what would I do?"

I would like to give you a challenge. It is a thought experiment that is going to change how you do things. It is not something you can do within the next five minutes. It is something you have to sit down with, maybe with some of your colleagues, and really think about.

The challenge is this:

What would you do if you had to start again, from scratch, in 2015? What kind of business would you make? What would you sell? How would you organize your resources? Who would you hire? How would you work? What tools would you use? What kind of infrastructure would you create?

As you can see, it is not something you can answer in just five minutes, but I promise you it is one of the most valuable things you can do.

As we all know, 2012 is the year of the shift, or what futurist Ross Dawson calls, "The year of transformation". It is the year, when the old world loses its dominance and is replaced by the new connected world. Obviously, this won't happen from one day to another. But the shift is here and it's very real.

One of the biggest mistakes you can make in a 'transformation' is to try to cling on to the old. We see this all the time. Companies are unwilling to let go of their old workflows and management systems, instead they try to patch them up.

One example is in the newspaper industry. Their old content management systems are designed for print. A world in which text and images are two separate workflows. So when they move on to digital channels, they patch up the system, allowing journalists to list the images they want to include as a separate field in the CMS system. This leads to template based sites, in which, just like with print, the pictures are presented in a kind of slideshow separated from the text itself.

This 14 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