Subscribe
for just...
plus
Instead of just asking people to look, bring your shop into the advertisements. Give people the ability to act directly.
Just before Christmas I posted an analysis of the future of advertising. In it you can read how print advertising has already disappeared, and that digital advertising is not much better. With more and more sources, even if the overall advertising market grows, the ad revenue for each publisher is going to decline.
This report is a follow up on that article. While advertising in general is not going to be a primary source of income for publishers, nor a positive return on investment for brands, there is a new advertising revolution coming - and that is very interesting.
Call it the future of *active* advertising.
If we look at the world around us, what has happened in recent years is that we have moved from passive exposure to active connections. At the same time, the limitations of the physical world have been reduced to a simple click. Want to buy a pair of shoes? Click. Done!
Passive advertising doesn't really work in the new world. It reintroduces a delay and a cumbersome workflow compared to the *new normal* of being instantly connected.
So what does that mean?
Let's take a simple example. If you are reading a magazine on your iPad, you will find advertising like this; a completely standard print-ad.
Sure, they sometimes add a video, or maybe you click on something, but it is all 100% passive-look-at-this-but-don't-do-anything. It is almost like the brand knows you are not going to care about it.
Register to try out Baekdal Plus completely for free for one week.
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.
Yes, of course, please write to plus@baekdal.com 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.
Yes, please write to plus@baekdal.com 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).
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.
Many newspapers have opened up their paywalls because of the pandemic. But this is a bad idea.
Free for subscribers
...or full access for $9
The market for podcasts is growing, but we still haven't found a good way to do premium podcasts
Free for subscribers
...or full access for $9
taxing advertising will not give publishers more money.
Free for subscribers
...or full access for $9
A deep dive into the data behind The Correspondent's crowdfunding campaign.
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Let's take a deep dive into the complex world of paywalls.
Free for subscribers
...or full access for $9
Most subscriptions for sports sites are monthly, but there are far better pricing models available.
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
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
plus
plus
plus
free
plus
plus