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Executive Report - By Thomas Baekdal - January 2019

Redefining Relevance: The Circles of Media

Last year, I briefly wrote about the circles of relevancy as a way to conceptualize how to make your editorial focus more relevant to your readers.

Since then, some of my readers have asked me to write about this in more detail, so in this article I will do just that. We will explore how to improve the relevancy of what you publish, by looking at ways to use editorial analytics, not just to measure how you are doing, but also use it as a tool.

But before we go into the tools and circles of relevancy, let's briefly talk about the problem with defining what relevant content is.

What is relevant to you?

Let me start by asking you a very simple question: What is the most relevant content for you?

Well, the problem is that there is actually no way to answer this because it depends on so many different things. Relevance is not a fixed point. It's something that changes from moment to moment and from person to person.

Something that might seem extremely relevant to you is probably not that relevant to me (and vice versa). Not just because we might have different interests, but also because we are in a different moment.

I can illustrate this to you in a very simple way.

Here is something I want you to do. Go around the office and ask everyone to tell you what YouTube channels they have subscribed to.

What you likely find is that every person is subscribing to different things. Sure, there are probably a few channels that overlap, but I think you will be surprised by just how different each person's selections are.

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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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