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 - May 2015

The Five Behaviors That Define The News Business

The digital world has changed so much about how we publish. And yet, if you look around you, we see almost no change in how things are done. The friction and habits that people have built up over many generations serves as an almost unbreakable wall. But it doesn't have to be that way. And part of the reason why nothing is changing is because most publishers don't realize they have more than one option for growth.

In this article, we will explore, in depth, the five major forms of media consumption that defines the digital world today. The break, the update, the lookup, the story and the passion, and the recline. And we will explore why media companies optimizing for one type of media behavior is entirely different from that of the others.

By the end of this article, you will learn why there is a future potential within each of these five paths, rather than what we see today where most newspapers only focus on optimizing traffic.

Note: while this article is primarily aimed at newspaper and magazine publishers, the overall concept of aligning your strategy with how people behave is true for brands as well.

Let's get started.

The lack of media innovation

In 1996, almost twenty years ago, the Wall Street Journal launched its newspaper on the web. And it came with all the bells and whistles.

The Wall Street Journal Interactive Edition provides continually updated news 24 hours a day, seven days a week, a personalized news report, updated stock and mutual-fund prices and in-depth background information.

To address the needs of busy readers, the Interactive Edition provides a feature called Personal Journal. This allows a reader to establish a profile of his or her interests and easily view the news that matches that profile.
This 43 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