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Executive Report - By Thomas Baekdal - February 2019

The Challenge with Having Multiple Publishing Markets for the Same Publication

Something that keeps coming up is the challenge with having multiple publishing markets for the same publication and how they affect each other.

For instance, when publishers talk about the business case for Apple News or similar services, they want to get the exposure and potential revenue that such services provide, but at the same time they don't want it to cannibalize on their far more valuable direct subscribers.

This is what we are going to talk about in this 34-page Plus report. What are the challenges of mixing multiple publishing markets? And what steps and considerations do you need to take, as a publisher, before even considering it?

So, let's dive into it.

The difference between the theoretical and the actual world

Every publisher knows that our 'audience' is not just the same group of people. People come for very different reasons, having different moments. Some are just looking, and others have a specific need.

As a result, it is completely impossible to create just one subscription model that will capture the full potential of your actual audience. It just can't be done.

This means that every publisher who only offers people one way to pay (like I am doing here on this site) will lose out on potential revenue.

Mind you, when I say 'one way to pay', I'm not just talking about having different pricing levels or options, I'm also talking about the channels and the platforms. So some people might want to subscribe directly, while others would rather just have it be a part of Apple News, or to be a part of some bundle, or many other forms. It all depends on each person's reading habits.

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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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