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 - October 2018

Why Don't Print Readers Show Up In Digital?

Over the past two weeks, there has been a somewhat lively debate on 'media Twitter' centered around a graph from The Independent, illustrating what happened when they stopped publishing in print and instead focused entirely on digital.

As you can see below, when they stopped printing, the very valuable print audience seemed to simply evaporate with no noticeable uptick in digital. And because of this, this graph has become the example that everyone now points to when they want to illustrate that digital consumption is shallow and worthless, while print was awesome.

Well... in this 37-page article, I'm going to challenge the way you think about this. I'm going to illustrate what likely happened to all these print readers and where they went. I'm going to debunk this perceived value of a print audience. I'm going to challenge the way you think about Facebook's role in this.

But most of all, I'm going to show you what the real problem is. Because, while this graph looks bad, the real problem is even worse. And it's time that we did something about it.

We are not in Kansas anymore

The first thing we need to look at is the misconception that a digital audience don't spend any time on anything. This is largely not the case. In fact, people today spend far more time on media than ever before, but the way people spend this time is entirely different.

Let me illustrate this:

Let's take a standard day, like this: People sleep, eat breakfast, go to work, come home, have dinner, and spend the rest of the evening watching TV.

Now let's dramatically generalize how people consume media. So, in the print world, people would skim over the newspaper during breakfast, and they would also have another 'newspaper moment' after work, within the period before the evening's TV shows were to start.

This 37 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