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 - August 2016

How Publishers Can Beat Facebook and Google ... or Join Them

When you look at the future of advertising for publishers, the trends are rather depressing. And it's not just one trend. It's a multitude of trends that all look pretty bad.

Meanwhile, the tech companies are winning big, which shouldn't really come as a surprise when you look at what they are doing. Their ad product, combined with their scalable platform focus, gives them a competitive edge that no publisher can match.

The result is that the newspaper industry has lost 71% of the market, at least if we look at the US. But it's kind of the same thing all around. That's pretty scary.

And also look at the future projected by Bloomberg for what level they think will be at in 2019. That's a 90% drop in only 15 years.

Or ... game over!

As an analyst, I don't like writing this, because I want the industry to win as much as the rest of you. But the reality is that the trends are so crystal clear and so devastating in their future outlook that we have stop trying to change the little things, and instead dramatically rethink how we do advertising altogether.

You can't save this by cutting costs or by optimizing how the ads are shown while not changing anything else. As publishers, we need an entirely different type of product that we can sell to brands.

So in this article, we are going to talk about the models that will fail no matter what (which is pretty much what all old media is doing today), and which models we need to focus on instead.

Two big problems that we cannot ignore

There are two major elements that are completely obliterating the future of advertising for publishers.

The first element is the concept on which most advertising is based, in that publishers are simply offering random advertising for random people at random moments.

This is nothing new. This is the model of advertising that has dominated throughout the past 200 years. TV commercials, newspaper ads, billboards, radio commercials; they are all based on random exposure.

This 31 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


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships