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 Report - By Thomas Baekdal - July 2017

Yes, We can fix the distribution problem

One of the biggest struggles that everyone faces today is distribution, as in, how do we get our content in front of people in a way that is valuable to us?

In this article, we are going to look at that.

But first of of all, we have to change the way we think about this, because we don't actually have a distribution problem. We just think we do.

The number of ways that are available to us to distribute our content is just staggering. The problem is not, how we can distribute, but why and what we are distributing. The problem is how we think about distribution, and how we see our role as journalists, editors, and publishers.

Also, the old print publishers have a unique cultural problem that makes their approach to digital distribution much harder than it is for digital publishers.

To explain why, this article has two parts.

The first part is about the challenges faced by traditional publishers, used to a world of print distribution, and how different the digital world is for them. Then in the second part, we talk about this from a purely digital perspective.

Part 1: Losing our print distribution channels

Traditional publishers who come from a world of print are facing a much bigger challenge than anyone else. Because not only do they have to find a way to get digital distribution to work, they also have to come to terms with the loss of all the print distribution channels.

This is a pretty big issue, because the way print was distributed gave publishers a tremendous amount of impact with very little effort.

What I'm talking about here is, of course, the effect of the newsstand.

Just for a moment, I want you to think about how incredible the newsstand really was for publishers.

This 34 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:


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


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


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   —


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


Guide: How to set up and structure a dynamic paywall


The Audience Relevance Model - Complete overview and guide


A guide to using AI for publishers


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


A conversion that (never) ends. Mapping publisher funnels