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:


Plus Report - By Thomas Baekdal - November 2011

The 2012 Marketing Budget Guide

You need a boost. You need to bring people in. You need to create awareness. And the awareness campaign should be directed towards the channels where people can connect with you.

Many companies are planning their 2012 budgets - you may be one of the them. The question, of course, is what should you spend your money on?

This guide will help you make the right decisions. We will look at where you should spend your money in 2012, and how you should spend it.

Where to spend your money

2012 is a big year in terms of trends. Not new trends (although there will be many of those too), but rather trends taking hold of the world around us. Ebooks will take over from paperbacks (already happened on Amazon), streaming will drastically change how we watch TV, and digital will totally dominate print.

The trends are not something that *will happen*, it is something that *has happened*, but many just haven't caught up yet. 2012 is the year where you have to do that.

One of the most important graphs illustrating this change is the one below. The data is from a study from March 2011 from eMarketer. It illustrates the difference between where people spend their time versus where you as a brand spend your marketing budget.

Note: Since this study came out, online has increased even more, while print has declined further.

There is a big problem here. With TV we have a great balance between budget spenditure and consumption. But when you look at newspapers and magazine, you find brands are spending far more money on those channels than is justified. At the same time, brands are under spending on digital channels.

There is a growing disconnect between where brands spend their budget, and where people spend their time.

This 25 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus 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   —


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


A guide to 'delayed subscription' models