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Baekdal is your premium destination for reports about the media industry, focusing on future trends, editorial and business strategies, monetization models and potentials, as well as analytics and data.

Baekdal is offered at three tiers. Baekdal/Basic, a free newsletter about media news and trends. Baekdal/Plus, a weekly newsletter for journalists, editors, and audience development managers. And finally, Baekdal/Executive, our full in-depth media reports helping editors-in-chief and executives define their publications better.
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—   the latest   —

plus

newsletter:
The opinion, speculations, and reaction crisis

free

newsletter:
The impossible AI debate...

plus

newsletter:
Human vs non-human journalism
 

—   trends   —

executive

trends:
The trend and future outlook for "brand+publisher", and how to make that work

plus

trends:
How scared should we be of AIs taking our jobs?

executive

trends:
What is the role of print in 2023?

executive

trends:
Advertising ... 10 years from now

executive

trends:
Advertising will always be a struggle unless we think like brands

executive

trends:
The trends currently favor media innovation
 

—   monetization   —

executive

monetization:
Guide to magazines doing advertising behind a paywall

executive

monetization:
How to design a cheaper news product?

executive

monetization:
In-depth media analysis: What should we do with media bundles?

executive

monetization:
Don't sell magazines. Sell what is in them

executive

monetization:
Why advertising and subscriptions are so hard to mix, but not impossible

executive

monetization:
How much should a newspaper or magazine cost? It's not the price that defines it
 

—   strategy   —

executive

strategy:
Strategy guide: On-demand vs time-based moments, and how they define publishers

executive

strategy:
Guide: How to set up and structure a dynamic paywall

executive

strategy:
The Audience Relevance Model - Complete overview and guide

executive

strategy:
A guide to using AI for publishers

executive

strategy:
How to fix people's perception that climate news is not useful?

executive

strategy:
A conversion that (never) ends. Mapping publisher funnels
 

—   analytics   —

executive

analytics:
Creating a propensity model for publishers

free

analytics:
How my focus on analytics has changed as an independent publisher

executive

analytics:
How can publishers measure trust and other editorial metrics?

executive

analytics:
A guide to analytics for independent journalists

executive

analytics:
Why producing less news leads to a boost in subscriptions

free

analytics:
GDPR: How publishers can track things without tracking people
 

—   thoughts   —

executive

thoughts:
Why publishers who try to innovate always end up doing the same as always

executive

thoughts:
A guide to using editorial analytics to define your newsroom

free

thoughts:
What do I mean when I talk about privacy and tracking?

executive

thoughts:
Let's talk about Google's 'cookie-less' future and why it's bad

free

thoughts:
I'm not impressed by the Guardian's OpenAI GPT-3 article

free

thoughts:
Should media be tax exempt?
 
 

The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

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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