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Executive Report - By Thomas Baekdal - July 2018

Content as a Service: What if Writing Articles Isn't the Best Model?

Disruptions are something we talk about all the time in the media, and there is a new type of disruption happening at the moment. More and more of what used to be media is turning into much more specific, personalized, and data-focused services.

What's special about these services is that they are not defined by the 'article'. Instead, they are defined by trying to give people the information they need in the most efficient way possible.

This has a pretty big impact on old media, because if all you do as a publisher is release more articles, you end up offering the least valuable way to give people information.

So, in this report, let's talk about the future of content as a service, and what that really means for publishers.

I don't know how much water to drink!

To start this topic, let me give you a simple example of something we do in the media that will soon become obsolete.

As I'm writing this, it's the middle of summer, and all the newspapers and health magazines are publishing articles about how important it is to stay hydrated.

This is not bad advice, but also not very specific. Of course, some sites take this a step further, and they start to tell you this:

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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.

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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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