plus
I was having a conversation recently with an executive from one of the large newspaper groups, and the question he wanted me to answer was if they could make advertising work again. This is a question I get quite often, and there are some really serious misconceptions that come up every time that I need to talk about.
So, in this article, we will take a look at those misconceptions and also talk about what I consider to be the solution to this.
I have talked about this many times in the past, but I have a very unique view on advertising simply because I used to work for the other side. Between 2000 and 2010, I worked in the fashion industry, where I was in charge of all of our digital media for one of the largest fashion brands in the country.
Every year, I was given a budget, and it was then my job to figure out how to use that money most effectively in our digital spaces. This included our websites, our press sites, digital PR, social channels, newsletters (partly), and, of course, also where to buy digital advertising. In other words, it was my decision that determined where we advertised online, and why.
I was part of the marketing team. We also had a print team, a retail team, a photo team, and the overall marketing campaign was defined by our CMO. I did not decide what to advertise. I did not have any influence on what clothes we were making (even though I tried at times ;)), nor did I go to photoshoots to decide how the pictures were taken.
Register to try out Baekdal Plus completely for free for one week.
Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
What are the factors that define advertising.
Free for subscribers
...or full access for $12
The rising inflation and energy costs demands more of publishers.
Free for subscribers
...or full access for $12
Journalism is a vital part of society, but not all forms of news should be considered journalism
Free for subscribers
...or full access for $12
Being relevant to young people is about much more than just TikTok.
Free for subscribers
...or full access for $12
We had the money, the technology, and the infrastructure ... but not the will.
Free for subscribers
...or full access for $12
Publishers are frustrated by brands cutting advertising next to war coverage.
Free for subscribers
...or full access for $12
In the old days we just reported the news to a mass-market. Not anymore.
Free for subscribers
...or full access for $12
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
plus
plus
plus
plus
plus
plus