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Welcome to Baekdal/Executive

Baekdal/Executive are in-depth media reports for editors-in-chief, media executives, and other decision makers, each one focusing on business-critical information that will help you define your editorial focus, business models, audience patterns, and upcoming media trends. Each year, about 20 reports are produced, drawing on more than 13 years of media analysis. Baekdal/Executive also includes Baekdal/Basic (news and trends) and Baekdal/Plus (newsroom analysis for journalists and editors).

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Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.

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Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.

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Baekdal/Executive

In-depth media reports for editors-in-chiefs, executives and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.

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  • About 20 in-depth media reports per year
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—   Known to work series   —

executive

strategy:
Known to work: What makes news relevant, interesting, and useful?

executive

strategy:
Known to work: What paywall models work, and for what?

executive

strategy:
Known to work: Designing the paywall and journalistic focus
 

—   Latest Executive Reports   —

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

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

executive

monetization:
Guide to magazines doing advertising behind a paywall

executive

strategy:
A guide to using AI for publishers

executive

trends:
What is the role of print in 2023?

executive

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

executive

trends:
Advertising ... 10 years from now

executive

monetization:
How to design a cheaper news product?

executive

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

executive

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

executive

strategy:
Addressing news avoidance will help every other element of publishing

executive

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

executive

strategy:
Managing churn from start to finish

executive

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

executive

trends:
The trends currently favor media innovation

executive

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

executive

strategy:
What to consider before switching from subscriptions to memberships

executive

trends:
An ode to journalism (and why I'm frustrated when we are not doing it)

executive

strategy:
We need to innovate our formats

executive

strategy:
What if a newspaper was something completely different?

executive

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

executive

analytics:
Creating a propensity model for publishers

executive

strategy:
Helping publishers innovate: There is no moon

executive

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

executive

strategy:
Most publishers get personalization wrong. So what is it?

executive

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

executive

strategy:
How publishers can get better at the "welcome experience"

executive

strategy:
Known to work: What makes news relevant, interesting, and useful?

executive

strategy:
What creates a successful outcome for publishers?

executive

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

executive

strategy:
What is the publishing algorithm?

executive

trends:
Transactional vs community-based vs societal publishing

executive

strategy:
Known to work: What paywall models work, and for what?

executive

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

executive

strategy:
Niches are the future of media, but a niche may not be what you think it is

executive

strategy:
Analysis: Let's fix the problem around trust in the media

executive

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

executive

strategy:
Known to work: Designing the paywall and journalistic focus

executive

strategy:
Reality check: What is it really like for independent publishers?

executive

strategy:
Publishers need to get news off Facebook

executive

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

executive

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

executive

strategy:
The future of journalism: How three different types of stories require a massively different focus

executive

trends:
Climate change is a news story that requires a very different type of journalism

executive

strategy:
What if a news app helped you understand your news reading better?

executive

trends:
Health publishing is about to change in a very dramatic way. Here is how

executive

trends:
The lies we (publishers) tell ourselves about the tech companies

executive

strategy:
What if virtual events were not an event?

executive

strategy:
How do we define the value of journalism in the future?

executive

strategy:
The future of advertising for publishers is first-party data

executive

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

executive

strategy:
A publishers' guide to listening to your audience

executive

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

executive

monetization:
A guide to 'delayed subscription' models

executive

monetization:
Paid-for strategies: Defining what people pay for

executive

strategy:
The six sources of COVID-19 misinformation

executive

strategy:
What is stopping women from leading the way to the future of independent media?

executive

monetization:
Why do Norwegian newspapers perform so much better than the industry average?

executive

trends:
Let's talk about publishers and (virtual) events in 2021 and forward

executive

analytics:
A guide to analytics for independent journalists

executive

strategy:
COVID, elections, and the problem with an adversarial press

executive

strategy:
What tactics should independent journalists know before starting something new?

executive

strategy:
What business model should independent journalists and creators use?

executive

strategy:
How we are using polls the wrong way

executive

trends:
A story about responsibility and privacy (for publishers)

executive

trends:
2021 and forward: What is the future of events for publishers?

executive

trends:
How publishers could organize working from home after COVID-19

executive

strategy:
Defining journalistic objectivity: Being biased towards the facts

executive

strategy:
So you want to start a new magazine? Good idea!

executive

trends:
Navigating a winner-take-all media market

executive

monetization:
What will happen to publishers after COVID-19?

executive

monetization:
Why is it important that we do not give news away for free during a crisis?

executive

strategy:
How important is audience engagement for publishers?

executive

trends:
For publishers, the key to personalization isn't to filter

executive

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

executive

trends:
The scam that is ad profiling and targeting

executive

trends:
A guide for how to do entrepreneurial journalism

executive

strategy:
The big macro changes that define 2020 and beyond (for publishers)

executive

strategy:
A guide for how publishers can truly build trusted journalism

executive

strategy:
Advertising in a non-personally targeted world

executive

trends:
Publishers, you need to think like fashion companies

executive

podcast:
Episode 13: Let's talk about unit economics

executive

strategy:
Launching a new magazine? What even is a magazine?

executive

monetization:
Premium Podcast Monetization Strategies Explained

executive

strategy:
Why do publishers do better in some countries?

executive

monetization:
The difference between advertising and charity ... and supporting the news

executive

strategy:
Why people only subscribe to one newspaper

executive

strategy:
What the Heck is On-Demand News?

executive

trends:
What really happened to publishers when Google entered the market?

executive

strategy:
The Inside Look at Zetland's Shift to Audio

executive

trends:
The trend around creating a news oasis

executive

trends:
How audio is becoming the third great format for publishers

executive

strategy:
The problem with in-market vs out-of-market for publishers

executive

strategy:
The future trends that define Disney+

executive

analytics:
Machine Learning is like black-magic for publishers

executive

analytics:
Dwell time, watch time, and the new world of audience analytics

executive

podcast:
Episode 010: Covering the Elections From the Perspective of a Media Analyst

executive

analytics:
Advertising Analytics is from Mars; Subscriber Analytics is from Venus

executive

strategy:
The Challenge with Having Multiple Publishing Markets for the Same Publication

executive

podcast:
Episode 009: The Future of Interactive TV ... and more

executive

strategy:
Redefining Relevance: The Circles of Media

executive

trends:
The Media Trends to Care about in 2019-2024

executive

monetization:
A look at The Correspondent's Crowdfunding Campaign

executive

podcast:
Episode 008: The Importance of Evergreen Content

executive

trends:
The Market for Reviews Has Changed Massively

executive

monetization:
The Path to Lifetime Value for Publishers

executive

trends:
Why Don't Print Readers Show Up In Digital?

executive

analytics:
Everyone Measures Conversions the Wrong Way. Let's Fix That!

executive

monetization:
Publishers, Ecommerce and Affiliate Revenue: the Guide

executive

trends:
Live TV Piracy: Cable TV's 'Music' Moment

executive

strategy:
Future of Media: From Generalist to Focused

executive

strategy:
How to Save Local Newspapers? Get Rid of the Newspapers

executive

strategy:
Content as a Service: What if Writing Articles Isn't the Best Model?

executive

analytics:
How Small Publishers Should Think About Advanced Analytics

executive

strategy:
Completely Rethinking the Advertising Model for the Post GDPR World

executive

strategy:
The Future of Curation: The Wedding Planner for Publishers

executive

analytics:
How Do You Identify Real People?

executive

strategy:
How Publishers Can Focus on Young People

executive

strategy:
Putting GDPR into Action for Publishers

executive

strategy:
Publishers Need to Rethink How They Define Trust

executive

monetization:
Metered, Hybrid, Closed, Donated? What Paywall Works the Best?

executive

analytics:
A Deep Dive into the Future of Subscriber Analytics

executive

monetization:
A Guide to Pricing Strategies for a Sport Site

executive

trends:
Redefining how we Talk About and Categorize the Media

executive

monetization:
The Digital Publishers' Guide to Growth

executive

trends:
The Media Trends to Care about in 2018-2023

executive

strategy:
A Guide to Journalists Thinking about Starting an Individual Media Company

executive

monetization:
The Problem with Digital Economics is that the Potential is Different

executive

trends:
The Trend of Voice as the New UI for Publishers

executive

analytics:
Publishers, You Need 'What Should Happen Next?' Analytics

executive

trends:
Will AIs Replace the Media?

executive

analytics:
How Editorial Analytics can Help you Define your Editorial Strategy

executive

trends:
The Trend of One: Can We Ever Do Personalization?

executive

strategy:
How Publishers can get Started with AI

executive

strategy:
Yes, We can fix the distribution problem

executive

strategy:
Making Journalists and Editors Relevant to a Digital Audience

executive

strategy:
Rethinking The Digital Future of Magazines: A Case study

executive

analytics:
The Analytic Connections That Define Intent

executive

monetization:
What is the Best Monetization / Subscription Model?

executive

trends:
Understanding the Complex Macro Trends That Define the Media

executive

trends:
The Future for Publishers in an Automated World of Machine Learning

executive

trends:
No Publishers, You Don't Own Advertising

executive

monetization:
Publishers and Micropayments. We Completely Miss the Point

executive

strategy:
We Need to Drastically Rethink The News Startups

executive

trends:
The Trend of Creating High-Value Snackable Content

executive

strategy:
How Would I Create a Newspaper from Scratch, as a Media Analyst?

executive

strategy:
BuzzFeed Tasty is Fascinating

executive

strategy:
How Big Publishers Can Embrace Individual Media

executive

trends:
2016 Was a Great Year. 2017 Looks to be Even Better

executive

analytics:
How Do You Define Reader Loyalty?

executive

trends:
Let's Talk About Innovation for Publishers

executive

analytics:
Understanding Your Audience: Visualizing Highly Advanced Analytics

executive

strategy:
Surviving in a Post-Truth, Post-Data, Post-Reason World

executive

analytics:
A Hard Look at YouTube Views vs TV Ratings

executive

strategy:
Publishers and Conversions. It's Why We Do Journalism

executive

analytics:
More Facebook Data. How Does US, UK and Nordic Publishers Perform?

executive

strategy:
Can We Fix The Comments?

executive

strategy:
Updating the Social Media Plan for the Age of 24 Hours

executive

strategy:
How Publishers Can Beat Facebook and Google ... or Join Them

executive

trends:
Brands and Publishers: The Trend of Sponsored Content

executive

strategy:
Publishers and Their Future Video Strategies: It's Complicated

executive

strategy:
Should Publishers Use Medium?

executive

trends:
Traditional Media Needs Influence-based Advertising to Succeed

executive

monetization:
Monetizing News: Where is the Money?

executive

analytics:
Why Digital Analytics Have Become so Complex

executive

strategy:
Completely Redefining the Purpose of Local News

executive

trends:
Creating the Future of LIVE Video

executive

strategy:
My Advice to Boston Globe. You Need More Than Reinvention

executive

trends:
Future of AI/Chat: It's Time To Step Up The Game

executive

trends:
The Future of VR and 360 Video

executive

analytics:
Measuring Impact Is Critical For Niche Verticals

executive

strategy:
Publishers and The Snacking Economy

executive

strategy:
Do You Need Real Loyalty as a Publisher?

executive

strategy:
Publishing in a Digital Native World

executive

trends:
2016 for Brands, Magazines and News: What to Act On

executive

analytics:
Tracking The Value Accurately Across Social Channels

executive

trends:
The Uncertain Future of Advertising

executive

trends:
The Three Probable Future Paths of News

executive

strategy:
YouTube Creators, It's Time to Diversify

executive

analytics:
From Data to Love. How to Change Your View on Data

executive

strategy:
Bringing Back the News: Confidence and Relevance

executive

monetization:
A Smarter And Better Way To Think About Native Advertising

executive

analytics:
High-Level KPIs for Publishers

executive

strategy:
Personalization in the Media Industry

executive

strategy:
Drop The Content Strategy, Create A Care Strategy Instead

executive

trends:
Future of Books Is Not As Interesting As The Future Of Storytelling

executive

monetization:
Ad-Blockers Are A Distraction From The Larger Issue

executive

trends:
Brands, Mobile, and The Customer Who Isn't Behaving The Way We Like

executive

analytics:
Revisiting Read-Rates And Other Content Focused Analytics

executive

monetization:
In-Depth Analysis Of The All-Access Model For News

executive

trends:
The Five Behaviors That Define The News Business

executive

analytics:
Introduction To The Future of Learning Analytics

executive

analytics:
Human Analytics, Please! When A View Is Not A View

executive

monetization:
The Platforms for Tidal, Spotify, Netflix, News and Magazines

executive

trends:
The Demise of Old TV

executive

trends:
The Future for Wearables of News

executive

strategy:
Why Print Rarely Translates to Digital

executive

strategy:
Is It Time to Rethink Social?

executive

strategy:
Tapping Into The Network Effect

executive

strategy:
The First Steps Towards Audience Development

executive

trends:
The Advertising Wake Up Call

executive

trends:
Four Big Trends to Reach 'New Normal' in 2015

executive

monetization:
The Many Business Models of News

executive

analytics:
The Usefulness of Real-time Analytics

executive

strategy:
From Strategy to Implementation: Your Next Marketing Plan

executive

strategy:
How Social Media is Making itself Irrelevant

executive

analytics:
Valuing Traffic Beyond Attention Minutes

executive

strategy:
Things to Remember When Building Premium Content Services

executive

monetization:
The Economics of Individual Media

executive

trends:
The Amazing Future of Individual Media

executive

strategy:
Taking the Web Beyond (just) Marketing

executive

strategy:
Native Advertising Needs to Shift to Purposeful Content

executive

analytics:
Building Customer Momentum and Lifetime Value

executive

analytics:
Future of Analytics and the Behavior of Web Shoppers

executive

trends:
The Next Step For Newspapers

executive

trends:
Rethinking Advertising in the Connected World

executive

strategy:
What if Quality Journalism Isn't?

executive

analytics:
The KPI Frameworks for Brands and Media

executive

strategy:
End to End Marketing Management and Planning

executive

strategy:
The Fascinating and Complex World of Online Grocery Shopping

executive

analytics:
The Mystery of Our Social Traffic

executive

strategy:
Tapping into the Younger Demographic

executive

trends:
The Trends That Form Wearables

executive

analytics:
Valuing Your Traffic Beyond Views and Shares

executive

strategy:
The Visual Story Experience

executive

strategy:
Platforms, Services, Channels, Tools, or Things?

executive

trends:
Trend Patterns from Music to News

executive

trends:
Brand Comparison Study: What's Really Happening on Facebook?

executive

trends:
2014, The Next Step for Newspapers

executive

monetization:
Native Advertising in 2014

executive

strategy:
The Amazing Shift From Scarcity

executive

strategy:
Omni-Channel Can Be Useful, But Nobody Gets It

executive

strategy:
Trust is Not Just Something You Earn

executive

strategy:
Flipboard, Advertising, and the Direct Connection

executive

strategy:
Tablets and Smartphones: Forget About Age and Time

executive

analytics:
How to Really do Analytics For Web Shops

executive

strategy:
Social Media Strategies in 2014

executive

strategy:
Create Intelligent Digital Workflows, Not Responsive Monotony

executive

trends:
The Future of Packaged News

executive

monetization:
Rethink Your Ecommerce Strategy

executive

trends:
The Future of Customer Attribution Models

executive

trends:
News as Data and the Future of Newspapers

executive

strategy:
Fixing the Ebook Industry: The HTML5 Reader

executive

thoughts:
Should You Be in Control of Your Social Streams?

executive

strategy:
How To Determine Your Best Marketing Channels

executive

trends:
Understanding Change And Predicting Trends

executive

monetization:
The Future of Digital Payments

executive

trends:
Understanding The Importance of the Trend of Convenience

executive

analytics:
Measuring Results: Don't be Fooled By Math

executive

analytics:
Making Sense of Social Media Monitoring and Sentiment Analysis

executive

strategy:
The Decision to Buy, And Defining The Value of The Conversion

executive

strategy:
The Three Levels of Uncertainty and the Boston Bombings

executive

analytics:
The Even Scarier Graph for Newspapers (and partly brands)

executive

thoughts:
Facebook Home ... and the Trends of Tomorrow

executive

monetization:
The Culture of Free and The Future of Google

executive

strategy:
Content Marketing Versus Sales

executive

trends:
Facebook is Back, Baby

executive

strategy:
Rethinking the Perfect Media App

executive

monetization:
Someone Has To Pay, Right? The Business Models after Print

executive

monetization:
ROI For Brands, The No Bullshit Way

executive

monetization:
Return on Investment for Nonprofits, The No-nonsense way

executive

strategy:
Rented or Owned: Where To Focus Your Brand Content

executive

analytics:
Reverse Engineering Facebook EdgeRank - Beyond the Theory

executive

trends:
The Shift from Single Consumption to Multi Consumption Behavior

executive

analytics:
Debunking the Effectiveness of Print Advertising

executive

strategy:
The Ins and Outs of Social Media at Enterprise Scale

executive

strategy:
Brands Versus Facebook Versus EdgeRank

executive

strategy:
Why do we Need Newspapers Again?

executive

analytics:
Modern Analytics for Subscription Based Media

executive

trends:
What Comes After Facebook? The Future of Social Media

executive

strategy:
Ecommerce in the Connected World

executive

trends:
The Future of Analytics And The Trend of Demonstrable Causation

executive

monetization:
The Future of Paywalls

executive

monetization:
Calculating the Return on Investment of Your Advertising Campaign

executive

analytics:
Social Conversion Rates: Where The Real Value Comes From

executive

analytics:
Initial Test of Facebook's Promoted Posts

executive

strategy:
Should You Embrace Pinterest? For Brands and Publishers

executive

monetization:
The Trends vs Paid-for Content

executive

strategy:
Breaking Down the Media Silos: Connecting a Mixed-Media World

executive

trends:
RESET: The Future of Books in 2015

executive

analytics:
Facebook Insights: Debunking Friends of Fans

executive

thoughts:
The Page View Conundrum and The Traffic Whores

executive

trends:
RESET: Advertising Agencies in 2015

executive

analytics:
Analyze The Data You Don't Have

executive

thoughts:
How Publishers Are Missing The Point About Aggregation

executive

trends:
2015: The Transformation of the Newspaper

executive

strategy:
Facebook Timeline for Brands, beyond the buzz

executive

trends:
The Future Role of Publishing: Think VC for Authors

executive

analytics:
The Power of One Tweet

executive

strategy:
How To Be Authentic

executive

trends:
RESET - What If You Could Start Again?

executive

strategy:
Your 2012 Social Strategy, What To Focus On

executive

analytics:
Debunking The Unique Visitor: Finding Your Real Readers

executive

monetization:
The Future of Active Advertising

executive

monetization:
The Non-Future of Advertising

executive

trends:
The Real Mobile Shift - For Brands

executive

trends:
The Real Mobile Shift - For Publishers

executive

strategy:
The Complete Guide to Linking, Embedding, Crediting and Aggregating

executive

analytics:
Beyond Facebook Analytics, The Guide

executive

monetization:
The 2012 Marketing Budget Guide

executive

trends:
Self-publishing is Great, but...

executive

analytics:
Dissecting a Print Magazine

executive

strategy:
How to Get *True* Followers, and not just fans

executive

analytics:
The Future of Analytics for Publishers

executive

analytics:
Identifying Your Real Readers, Not Just Traffic

executive

strategy:
Social is About Creating Value Over Time

executive

analytics:
Where Are People Really on Facebook?

executive

thoughts:
Newspapers, Don't Shoot Yourself in the Foot

executive

strategy:
Social vs. Time vs. Buying

executive

strategy:
Give Your Articles a Life

executive

thoughts:
Google+ Circles Need To Be Turned Upside Down

executive

strategy:
No, You Do Not Need A Social Media Policy

executive

thoughts:
Publishers, You Need a DRM

executive

strategy:
Strategy Guide: The New Media Press Center

executive

thoughts:
Social Annihilates Page Views, So What?

executive

thoughts:
Social Culture vs. Crossposting Messages

executive

thoughts:
Facebook Deemphasizing Twitter and Brands

executive

strategy:
News Is About News, Not Articles

executive

strategy:
Blogs, Newspapers, and Magazines vs. Social Media

executive

trends:
Social commerce and the new store fronts

executive

strategy:
How To Survive In A World of Abundance

executive

strategy:
The Rights of People

executive

analytics:
Forget Bounce Rates, focus on Conversions

executive

trends:
The Future of News And The Replicators

executive

strategy:
Converting Traffic to Subscribers

executive

monetization:
The Return of Investment of Social Media

executive

monetization:
The Future of Marketing Budgets

executive

trends:
The New World of Sources, Channels, and Destinations

executive

trends:
How Trends Are Made; The Macro Trends and Mobile Payments

executive

monetization:
The Day Advertising Died

executive

strategy:
How To Create a Social Media Release Plan

executive

monetization:
Forget The Paywalls Build Shareable Paygates

executive

strategy:
How to Listen to Social Channels

executive

analytics:
More on Replies and Retweets

executive

analytics:
Measuring Real People vs. Normal Analytics

executive

strategy:
The Real Challenge of TV's Future

executive

monetization:
The Digital Renting Business is Fundamentally Flawed

executive

thoughts:
Content is not a Loss Leader

executive

monetization:
The Digital Content Business Model

executive

strategy:
Debunking The Digital Magazine