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 - December 2013

The Amazing Shift From Scarcity

Let me tell you an incredible story about how dramatic our world has shifted away from the scarcity of the past, and the trends that shift with it.

Back when I was a kid (a long time ago, in a galaxy far away), we had a TV. And on this TV, we could watch only one channel, and that was DR (Danish Radio). The amazing thing about this was that our need for information was so big that we willingly went out to buy what was then a hugely expensive TV, so that we could watch only one channel. And everyone else did it too.

Every home I knew had a TV, and they could also only watch one channel. It made DR the most successful TV station in the country and it was very well liked.

Many years later we got a second channel, TV2. That was even more amazing. For the first time ever, we had a choice of programming. If there was something on the first channel that we didn't like, we could just change the channel to see if there was something better.

Can you imagine anything like this happening today? If you were to ask a young person to buy a TV with only two channels, they would look at you as if you were some kind of idiot. And when you then say "But these two channels have a little bit of everything. Morning TV, social documentaries around lunch time, a kids' show in the afternoon, evening news, and maybe a TV show or a movie depending on what day it is. Isn't that a wonderful package?", they immediately run away, because surely you must be an escaped mental patient.

This 19 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 one month 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   —


The future of advertising for publishers is first-party data


A publishers' guide to listening to your audience


The six sources of COVID-19 misinformation


What the heck happened in the US?!?!


What is stopping women from leading the way to the future of independent media?


COVID, elections, and the problem with an adversarial press