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Executive Report - By Thomas Baekdal - June 2017

Rethinking The Digital Future of Magazines: A Case study

As a media analyst, I have had the pleasure of working with a lot of very big publishers, trying to help them rethink what it means to be a publisher. But one of the things that is often hard to explain is how the bigger media trends impact individual magazines.

So, in this article, we are going to do something special. I'm going to pick a random magazine, and take you through the process of redefining it.

We will talk about the market and the role of the magazine within it. We will talk about the readers, and what type of need and moment they have. And we will talk about the role of journalists.

Obviously, this is not the only type of work that I do, in fact, most of my work is more about helping publishers understand the bigger issues, but looking at a specific magazine is a great way to explain these larger trends.

So, let's pick a magazine and completely rethink how to publish it.

What magazine to pick?

A couple of weeks ago, on Twitter, I asked my followers for a good example for a rethink, and several people responded with suggestions.

Unfortunately, they all mentioned different newspapers as the form of media they wanted me to look at, because newspapers are generally 'broken'.

The problem with that is I have already written about newspapers, but also, the point is to look at a single topic, the way it is with magazines. So, the case study for this article is to rethink a 'sailing magazine'.

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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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