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Executive Report - By Thomas Baekdal - May 2023

New Baekdal/Executive guide: How to set up and structure a dynamic paywall

This is an archived version of a Baekdal/Executive newsletter, highlighting the latest media reports for editors-in-chiefs, media executives, and other decision makers. If you want to get the next one, subscribe to Baekdal/Executive.

Hello there,

I just published a new report for Baekdal/Executive subscribers. It's a guide for how to define and structure dynamic paywalls.

Dynamic paywalls have been a mystery for many years. In most early studies from 5 to 10 years ago, the potential for dynamic paywalls was promising, but the reality was often that publishers didn't really see a difference worth the investment. But now this has started to change, and more and more publishers are reporting that having a dynamic paywall has become a vital element of their subscription strategy.

So, in this latest Baekdal/Executive guide, I go through all the elements that you need to think about when setting something like this, and also why it's important to consider what happens after people subscribe as well.

So take a look at: Guide: how to define and structure dynamic paywalls

What's Baekdal/Executive?

You probably already know this, but Baekdal/Plus changed about a month ago. Previously, I had my free newsletter and my premium articles, but now I have expanded that focus into three tiers.

And the way this works is that all the higher tiers also have full access to all the lower tiers. So as a Baekdal/Executive subscriber, you automatically also get Baekdal/Plus and Baekdal/Basic.

But wait, you say? Why are you a Baekdal/Executive subscriber? You might have originally subscribed to Baekdal/Plus (which used to be the highest tier).

Well, the way this works is that all the old legacy Plus accounts have automatically been updated to the new Baekdal/Executive (for the same price as before).

Another thing that has also changed is that Baekdal/Executive now has a sharper focus. Previously, Baekdal/Plus was mostly for executives, but it sometimes ventured into other areas that weren't as relevant for that level. Now, this problem has been solved, so Baekdal/Executive is about those high-level strategies, trends, and concerns that will define your companies and markets.

Everything else is the same. While both Baekdal/Basic and Baekdal/Plus are weekly newsletters, Baekdal/Executive is published in the form of reports or guides (like the one above), of which there are about 20 of these published per year. This means there is a gap of about 2 to 3 weeks between each one. There is a lot of analysis that goes into each report, and takes time to do all that work for you.

Anyway, I hope like this new focus and the better value and focused it provides overall

Thank you,


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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.

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.

This is an archived version of a Baekdal/Executive newsletter, highlighting the latest media reports for editors-in-chiefs, media executives, and other decision makers. If you want to get the next one, subscribe to Baekdal/Executive.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

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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


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