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:
 

executive

 
Executive Report - By Thomas Baekdal - June 2020

So you want to start a new magazine? Good idea!

Right now is the absolute best time to start a new magazine. The reason is that right now we have a very special situation where the public are willing to think about new ways of doing things.

You might think that, by saying this, I have gone completely mad. I'm writing this article in May-June 2020, in a time when our planet is in the middle of a pandemic (with big variations between countries).

We are seeing massive disruption all around us. Consumer confidence is down, brands are delaying their plans, companies are going bankrupt, people are getting fired and it all seems pretty bleak.

And the media industry, of course, is just as much a part of this. Not a day goes by without hearing about yet another media company having to cut costs, fire people, or even having to close.

So how can I possibly say that this is the best time to launch something new? "Read the room, Thomas" ... you might say.

But this is the best time because of several very important things.

First of all, this crisis is forcing people to change their habits and to think about how they are doing things. This means that they are now open to new ideas, and new choices for consuming media.

We saw the same thing after the last financial crisis. It accelerated a shift in the market with new platforms and new ways of consuming media. As a result, we saw many old publishers ending with huge problems (because they didn't do anything new), while new publishers started growing.

And this happens after every single crisis. It's the start of a new growth phase.

Secondly, the public actually has a lot of money right now. Yes, again, you are probably thinking that I have gone mad. But, it's true. Every time we have a crisis, what actually happens is that the people get scared (that's what consumer confidence is measuring) and they stop spending their money (a drop in consumer spending), which makes them put their money in savings instead of spending it.

 
This 27 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

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.

Baekdal comes in three tiers:

Baekdal/Basic

Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Baekdal/Plus

Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


Baekdal/Executive

In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.

 
 
 

The Baekdal/Basic 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   —

executive

strategy:
Strategy guide: On-demand vs time-based moments, and how they define publishers

executive

strategy:
Guide: How to set up and structure a dynamic paywall

executive

strategy:
The Audience Relevance Model - Complete overview and guide

executive

strategy:
A guide to using AI for publishers

executive

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

executive

strategy:
A conversion that (never) ends. Mapping publisher funnels