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Plus Report - By Thomas Baekdal - February 2020

Why producing less news leads to a boost in subscriptions

We have heard stories from publishers that, when they reduce the number of articles they write, they see no negative results from it. In fact, we have seen several examples of publishers who report an increase in engagement and subscriptions following these cuts.

So, what is going on here? Why do we see this effect? Why don't people just want more? And more importantly, how do we measure it so that you can know what you should cut?

This is the topic of this 34-page article. We are going to talk about the trends that define this, how to measure it, and I will also talk about some of the complications and dilemmas that publishers will face.

The bottom line is that most publishers are publishing way too much content, which hurts their focus and relevance, and almost every publisher should reduce their volume.

However, the question is how? So let's talk about this.

First, let's talk about the trends that define this.

The trends that changed media consumption

There are several trends that have caused people to change the way they think about volume of content.

The first trend has to do with our lack of sensory perception in the digital world.

This might sound strange, but let me explain. In the print world, how something feels and how it looks is such an important factor. A print newspaper, for instance, is judged not just for its journalism but also by its size.

When you pick it up at the newsstand, it has to have some weight to it. And the Sunday newspaper, which is twice as thick, feels much more valuable.

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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


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