Subscribe
for just...
plus
Journalism is undoubtedly one of the most important elements of society. But when we look at the data over the past decade, we see that the public doesn't necessarily share this belief.
The data is a bit complicated because, when we ask the public whether they think journalism is important, people generally feel that it is. But when we then look at how people behave towards it, we see that they don't.
Think about things like news avoidance, how many people pay for news, the drop in people who say that news is important, how people generally don't want news to be a part of their social channels, and the list goes on and on.
So what is the problem? Why are we seeing this disconnect?
Fundamentally, it illustrates that we have a new type of crisis, a journalistic crisis. What we see very clearly in the data is that people want us to do journalism, but they don't think the kind of journalism we do today is up to the task.
In this 28-page article, we are going to explore why that is, and to do that we need to have a talk about what journalism really is, what problems we create for ourselves, and how getting rid of those things can help us turn this problem around.
Let's start by talking about what journalism is supposed to be.
I have told this story before, but my background in media is a strange one. I didn't go to journalism school. I didn't work at newspapers. Instead, I went to fashion design school, and then I spent more than a decade working in the fashion industry.
But while doing this, I started to develop an increasing admiration and passion for journalism, so much so that I gave up my career in the fashion industry (where I was actually making more money than what I earn today), to work in the media industry.
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
What are the factors that define advertising.
Free for subscribers
...or full access for $12
The people in charge of buying ad space needs the ads to work.
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
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
For the newsroom, the business side, and the market
Free for subscribers
...or full access for $12
How the media trends of 2001 defines the world today.
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