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There is something absolutely wonderful happening in the world of media right now around small publishers.
Right now, we are seeing an incredibly strong trend among new and independent journalists starting their publications, their own newsletters, and their own podcasts ... and they are winning.
This is something that makes me very excited, because I believe this is a key part of the future world of media.
Now, don't get me wrong. We will still have massive media companies. The New York Times is not going anywhere, nor are VC-backed companies like the sports site Athletic. But, the independent media space is booming. And in many places it is taking over where old media is falling down, and it's doing so with a new type of journalistic purpose that will define how we think about publishing as a whole.
There are hundreds of examples I could talk about, but what everyone is asking is how to actually make this work. What business model should independent publishers focus on? What pitfalls should you be aware of, what strategies should you have?
Well, I will try to answer all of these in this 28-page report.
So if you are a journalist thinking about starting your own thing, this one's for you.
One of the biggest differences between old and new media is why it exists. Old media exists to give people something to read. New media exists to help people focus.
Obviously, this is a very simplistic way of talking about it, but you can see this when you look at the scope of traditional publishers.
Think about something like a local newspaper. What is that? Well, it's a daily collection of stories about anything that has happened in a local area. There is a bit of crime coverage, political coverage, local events, local business news, some cultural happenings, a bit of sport, and more.
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What tactics should independent journalists focus on?
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People often talk about the objectivity of the press, but few understand what that really means.
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This is a good time to start a new magazine
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Audience engagement is very important for publishers, but many don't organize it the right way.
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Journalism is facing a crisis in trust, but what can we do ourselves to fix this?
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We are moving into a new era for privacy and advertising, so how should we think about this?
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How do newspaper develop the right news reading culture?
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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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