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Happy holidays and welcome back to the Baekdal Plus newsletter. I hope you had a wonderful Christmas, if that is a thing for you. Today we are going to talk about the future of media in 2023 + some of my concerns as a media analyst about the future of advertising.
This is also the final newsletter of 2022 before we move into the next year, and for me it's the start of a new chapter. No, I don't mean I'm changing jobs or anything. I'm still doing Baekdal Plus (I don't plan to ever stop doing that). But, I have just finished moving to a new place, so 2023 is kind of a new start.
For me this is chapter 8.
Chapter 1 was my early childhood, where I mostly just remember a gigantic dog, much bigger than me, and a cat. Chapter 2 was school years, where I moved between four different schools, which kind of made me the 'outsider'. Chapter 3 was deciding my career, which I thought would be some kind of business degree, so I went to business school. Chapter 4 was fashion. I realized that I wanted to be a fashion designer, so I moved away from my family and went to fashion design school.
This Baekdal/Plus article can be accessed by either subscribing to Baekdal/Plus or Baekdal/Executive (which also gives you full access to our executive reports)
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:
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"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."
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