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:


Executive Report - By Thomas Baekdal - September 2022

Don't sell magazines. Sell what is in them

Let's talk about selling. Specifically, let's talk about the sales of magazines (subscriptions, etc.). You see, while newspapers have started to change the way they sell subscriptions, magazines, generally, are still being sold the same as they have done for the past 50 years ... and it's time to change that.

In this 40-page report, we are going to dive into the deep end of this. But, if you want the short version, it's simply this: Don't sell magazines. Sell what is in them.

So let's talk about what I mean by this, what the problem is, and why this is important to change.

A look at Sweden

I want to start this article by taking you to Sweden. I was looking at a Swedish newspaper recently, and I noticed that every time I went to a different page, I would get an ad for a magazine.

And, well, let me show you what that looked like:

You see the problem here?

All of these ads are identical. They have the same approach, the same message, the same style, and the same offer.

This is the old model that I talk about. Take [whatever] magazine, and then get a free gift if you subscribe to it. And this is the kind of thing we have seen for 50 years. When I was a kid back in the 1970s and 1980s, this was exactly how they were sold.

But also notice how they are not talking about the magazines at all. Sure, you can see a tiny image of what the front cover looks like, which gives you a general, albeit very vague idea of what it is about, but other than that ... nothing.

This 40 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

Baekdal comes in three tiers:


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


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


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


The Baekdal/Basic 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


—   monetization   —


Guide to magazines doing advertising behind a paywall


How to design a cheaper news product?


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


Don't sell magazines. Sell what is in them


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


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