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Executive Report - By Thomas Baekdal - June 2018

The Future of Curation: The Wedding Planner for Publishers

Curation has always been a difficult topic to talk about and there are very mixed reactions to curation services. On the one hand we hate them, because they take away traffic, which reduces loyalty to individual publishers and creates a gap between the audience and the publishers.

But at the same time, many publishers are trying to engage in curation. So, we hate it when other people do it, but we love it when we do it.

But how should we really think about this? What is the future of curation? And how should we think about it as publishers?

Well, let's dive into this in this 35-page article.

Being part of the puzzle (or not)

One of the primary problems with curation is that many publishers apply it without really thinking about what they are applying it to.

Curation works really well when each publisher is unable to stand on their own, when they are merely part of a bigger puzzle. It works really badly when you already have everything you need.

To put this into perspective, let's talk about getting married.

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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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