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Executive Report - By Thomas Baekdal - July 2019

What the Heck is On-Demand News?

What if I told you that there is a new market for publishers, one that you already know about, and probably use every single week, and that is home to some of the best sources of information that you know?

What if I told you that this market is likely to become the second largest media market, and in some cases even the biggest one?

And what if I also told you that media have a weird blindspot for it, causing them to often ignore it when they talk about their future strategies and focus areas?

Does that sound intriguing? Well, it is, because this is the market for on-demand news. And the trends we see around this are exciting.

In this 27-page article, we will focus on on-demand news: What is it? How should you approach it? And what examples do we have? Because, just as the TV world is now massively shifting to on-demand TV, the same thing is happening with all other forms of media.

Step away from the time-capsule!

First of all, I feel a bit weird talking about on-demand news in the year 2019, because the concept of this has been around for so long, and we already use it every day.

But the problem I have is that, whenever I hear about something new a publisher is doing, they always seem to completely forget that on-demand news even exists.

So to really give you a sense of what on-demand news is all about, I want to show you something first.

I want to show you this:

This is a Danish magazine. Its name is: "Home - Denmark's cosiest weekly magazine", and reading it was a really weird experience (they dumped it into my mailbox as part of a marketing push). When I looked at this magazine, it was like I had just opened up a time-capsule.

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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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