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Executive Report - By Thomas Baekdal - July 2016

Should Publishers Use Medium?

With the rise of Medium and its recent push into a more publisher focused model (as opposed to the individual focus it had before) many smaller publishers are asking if Medium should be their new home.

So let's look at that from the perspective of the current media trends.

Before we start, though, I want to point out that the focus of this article is towards small publishers, for two reasons.

So in this article, we are going to look at the strategies for smaller publishers, but there are obviously many elements here that also apply to larger publishers.


Medium is awesome, and I would probably use it if I were starting a new publication, but...

When I started publishing online back in 1999, there was only one way to do that. You had to build your own site. The problem with doing that, of course, is that it's incredibly time consuming. Not just building the site itself, but more because of the time it takes every day you want publish something new.

This is a big point of friction. The last thing a journalist or editor wants to spend time on is managing the system. It's like accounting. We all need to do it and it's quite useful once it's done, but we also hate the time we need to spend on it.

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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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