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 - April 2020

What will happen to publishers after COVID-19?

I'm writing this article in the middle of April 2020, and right now everyone in the media is worried about COVID-19, and how we are seeing devastating drops in advertising revenue, but also massive growth in both traffic and subscriptions.

We could talk for a long time about these specific changes, but one thing to remember is that this is a temporary crisis, and so a bigger question is what will happen after all this is over? Will we end up with a completely different world, or will things mostly go back to normal? And what even is normal?

The short answer is that things will not change as much as people think, but we are seeing that some exciting trends are accelerating. So things that have already been happening for years are now suddenly happening faster.

But, in this very in-depth article, let's talk about this in more detail. What are these trends, and what patterns are we seeing, and how does that reflect on the future of media?

Predictions depend on outcomes

First of all, I want to stress that how things are going to play out obviously depends a lot on how we deal with this virus. How long is this going to last? Will we have a second outbreak because we start to ease restrictions too quickly (or because people start to ignore them)? Will we have another outbreak in the autumn? Will it come back in a mutated form next year?

There is also the question of immunity. Are people actually immune once they get it, or can they be reinfected? Right now, we think they can't, but we are not really sure.

And there are questions about a vaccine. We think we may have a vaccine by September (at the earliest), but it's very uncertain, and it's going to take a year or so to manufacture and distribute a vaccine to 7 billion people. But this assumes that we can find a vaccine, which we don't actually know at the moment. So what then?

This 39 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   —


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