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 - November 2018

The Market for Reviews Has Changed Massively

For a long time reviews have been the 'go to' topic that most magazines turn to when planning out the next edition. But you might also have noticed that many things have changed about how reviews work.

In the digital world, reviews in the form that we often see with traditional publishers, don't really work anymore. Every single day, YouTubers are massively outcompeting even the most respectable magazines when it comes to reviewing products.

So, in this 28-page article, we are going to take a deep-dive into this trend, and talk about what the market for reviews is like today.

The many forms of reviews

One of the first things to understand is that there are different forms of reviews. We have big reviews that go into every detail of a product, and then we have tiny reviews where the magazine is basically listing a bunch of random products with a short description under each one.

Like this from a random magazine.

There are also many different types of product. And you might think that a product costing $100 would be reviewed differently than one that costs several thousand dollars. But, as you might be able to see from the example above, this is rarely the case with traditional publishers. On the page above, the products range from $98 to $1,995 ... and they are all presented in the same way.

Another example of this is what I see in the newspapers every day. One of the largest newspapers in my country recently wrote about a new car ... and this was all they wrote:

Yep. That's a 150 word article about a $22,500 car.

So, there is a strange thing with traditional media in that the cost of the object has very little influence on the format of the review, but this shouldn't really come as a surprise.

In the old days, publishers were limited by time because each magazine only came out once per month. And, as such, the review couldn't focus on any specific moment, but instead became a kind of journey of discovery.

This 28 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