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Executive Report - By Thomas Baekdal - December 2022

How to design a cheaper news product?

I got a really good question the other day from one of my subscribers. They were working on creating a cheaper option/product to fill more of their market, but were unsure how to do that.

Should they take pieces from the main newspaper and use those to create a smaller cheaper product? Or create a separate, low cost, newspaper? What would work the best from an audience, a conversion, and a business perspective?

This is the kind of question that makes it fun being a media analyst, but it's also a very tricky question because, fundamentally, it's what you put into it that really makes the difference. In other words, both models could work with the right content.

But in this 36-page report, let's talk about this problem in more detail.

What is your addressable market?

One thing we are all very familiar with is just how hard it is to convince people to pay for news. Over the past many years, we have generally seen a decline in interest in the news.

We have also seen a massive increase in news avoidance.

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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.

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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


—   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?


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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