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

 
Plus Report - By Thomas Baekdal - March 2022

Wars and advertising don't mix... but we also make it harder for ourselves

In this Plus article, we are going to talk about the future revenue streams for publishers in times of crisis. What is happening to advertising? And what mindset do we need to have towards the public supporting the news?


You might have seen the clip from CNN that was widely shared on social media the other day about how they completely messed up injecting advertising into their news coverage of Ukraine.

If you haven't seen it, look below. But essentially, as CNN was broadcasting air raid sirens from Kiev of an imminent attack, they switched over to an embedded ad from Applebee's.

 

The problem with this should be obvious to anyone in the industry (but apparently not CNN). This ad wasn't just some ad spot between other things, it was embedded into the news coverage, which means that the context between the news and the ad suddenly meant something. And the context was incredibly wrong.

The audience, at that very moment, was feeling incredibly sad, scared and outraged, and then this ad, with a completely jolly focus, just felt like a slap in the face. It's so jarring, so sudden, so out of touch with the situation.

So, naturally, the public reacted. They started sharing this on social media where people were angry both at CNN for turning a war into just another form of entertainment for creating ad views, but also at Applebee's for being out of touch (even though they had no fault in it).

 
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.

Subscribe
for just...
$12
MONTH
Subscribe
for just...
$120
YEAR
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 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.

Is there an Enterprise Plan?

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).

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   —

plus

trends:
How to publish news for young people (advisory analysis)

plus

trends:
What we (the press) need to change before the next pandemic

plus

trends:
Wars and advertising don't mix... but we also make it harder for ourselves

plus

trends:
Transactional vs community-based vs societal publishing

plus

trends:
What are the trends that publishers should focus on in 2022?

plus

trends:
9/11 was the first large-scale online news event, and it showed us the trends that we see today